We will take time to build up Fame and make our target readership aware of the brand. We plan to publish Fame monthly beginning next March.

While other women's magazines in the market focus on fashion and beauty, we will be the only luxury-lifestyle magazine with an original, provocative approach to fashion, beauty, society, art, culture, travel and entertainment.

We believe that readership and circulation need to be looked at in tandem because today's newspaper's brand includes not just the core product but the leading local web site and an array of other products in that market as well.

People need patience. It takes time to build a brand.

I wasn't aware of that fact, but we do target the best players in Hawaii and there's a lot of talent here. A lot of them want to stay at home and take what they accomplished in high school and do it for UH. They want to do it in front of their friends and families.

We're not aware of fame itself, we're not that kind of band.