H0w did the concept for jade magazine start?

 

APC: It started at an Asian American organization meeting in New York City 

when the topic turned to the consistent lack of anything geared directly towards Asian and Asian American women. We  mulled over the idea of  taking matters into their own hands and creating a magazine for Asian women by Asian women. 

 

EH: We decided to set up a survey to gauge interest. There was an incredibly positive response, so we got started working on creating what would become JADE Magazine.

 

APC: After twelve issues, JADE Magazine has grown from a fledgling venture to an established presence on the Web, receiving over 10,000 unique visitors every month.  We do this by sticking to the basics -- providing readers with the content that they desire in a style that reinterprets the glossy print format online. 

 

 

How did you get into editing & publishing? 

 

APC: My background was in design and advertising so I understood the business of publishing online and print. 

 

EH: I was an attorney editor for a legal publishing company and had been an editor on a journal in law school, so it wasn't too far of a stretch. Plus, it was much more interesting. 

 

What was the hardest aspect of starting Jade Magazine?

 

APC: Finding funds to pay for the print version, and distribution channel was challenging. Being a new magazine and catering to a small group of readers back in early 1990's didn't help since the business mentality was still "old school" print and mainstream. However, after we carefully mapped out our long term goals, we realized that our readers will likely read our magazine online than print. Speeding up 10+ years later, we see that we were right in that most of Americans preferred online content than print. This helped our operating cost and providing us to still stay in business.

 

EH: I think the business part of things was harder than the content. There's so much to write about and so many writers willing to share their stories. It was harder selling the concept to advertisers. We weren't in-language, so they didn't seem to see why they would need to advertise with us in order to reach Asian American women. They figured mainstream magazines would cover it.

 

How do you balance being a mom, wife and an entreprenuer?

 

APC: It's not easy. As I am answering these questions, I'm also helping my 7 year-old read his Yoda Chronicles. And he as lots of questions! So, I multi-task a lot! The wife part is easy to manage because my husband is out of town from Monday morning to Friday evening, and sometime for two weeks at the time. That said, as a weekday single mom with two active boys, I never have time for myself. The only time that I can work on the magazine is when they go to sleep or when they are in school. Otherwise, I'm booked.

 

EH: It's about making the time to do what I need to, whether it's waking up early or going to bed late. The nice thing about the magazine is that we know when the deadlines are and, thus, when the crunch times are. Plus, being able to use iPads, laptops and smart phones, means that you can squeeze out a few emails while during soccer practice.

 

Any advice for new business owners? 

 

APC: It's a long-term investment. So perseverance is key. That said, you need to love what you are producing or selling. You also need to know your market today and 10 years from now.

 

EH: That and, if you're going in with a partner, make sure she has similar work-ethics and complimentary skill sets. Audrey and I work well together in that our strengths and weaknesses are pretty much balanced between us. I think that's part of the reason why we've been able to keep this going for so long.

 

Where are you both from? 

 

APC: I came to the U.S. from Bangkok,  Thailand when I was eight years old. We lived in the suburbs of Washington DC, and I moved to NYC to attend graduate school at Pratt.

 

EH: My parents are from Taiwan, but I was born in NYC. I grew up in St. Paul, MN and I've been back in NYC since 1995. 

 

Who has been your most interesting profile? 

 

APC: That's a hard question. I loved them all. They all had so much to contribute to our community. If I had to pick one I would say actress Sandra Oh. She was so nice and personable.

 

EH: I don't think I could pick one. They're all interesting in their own way. Personally, I like the interviews up-and-comers. It's always interesting to hear their stories of how they started and what they are doing to succeed. Always inspiring.

 

JADE Magazine