The Asian Wisconzine Story
Part 1 of 2
By Heidi M. Pascual
Eight years ago this month (August 2004), the seed of Asian Wisconzine idea started to germinate. Four months
before, I attended the Wisconsin Women’s Business Initiative Corp. (WWBIC) business planning sessions for
several weeks to help me prepare for publishing a magazine that I envisioned would be welcomed in the State of
Wisconsin, for it was to be the first all inclusive Asian American publication in the state. I was highly excited and
hopeful for an ultimate success, though I foresaw the hardships that I was going to face.
At that time, there were a few Hmong magazines that surely capitalized on the dominant number of Hmong
population among Asians in Wisconsin. There was a Chinese newspaper that, because it was completely written in
Chinese, told me that it was not intended for all Asian Americans; that its contents are exclusively for a specific group
of Asians in the community. I felt strongly that an all-inclusive publication for Asian Americans would, in many ways,
create a common bond and perhaps promote unity and understanding, as well as knowledge of, various cultures
that comprise the “Asian American” community. It was another hurdle, I guess, because some people of Asian
descent have carried with them to the United States certain baggage arising from historical enmity against each
other, whether for reasons of religion, territorial dispute, violent occupation, war, or political governance. I knew I was
going to face a lot of problems in this regard, but my mind was set on doing it anyway. I told myself it would be better
to try and find out for myself whether or not it would work. The truth is, all I had was hope to succeed, relying mainly on
my skills and lots of friends, and the hope that targeted communities would see and respect my vision. The
determination on my part was a given, because I was also getting tired of working for somebody else.
After receiving my certificate of completion from WWBIC, my “approved” business plan became the road map toward
where I was going. I found out early on that my business plan was too “ideal” to follow. First off, I did not have the fifty
thousand dollars ($50,000) that I thought would be needed to start my business. Well, the list of equipment and start-
off expenses indeed totaled that amount!! I had to make some adjustments because I did not want to go to a bank
and mortgage my condo for the purpose. I wanted to start small and see where it would take me. I went to Best Buy
for a Nikon digital camera. Together with a few accessories, the total was a little more than a thousand dollars,
payable within 18 months at zero interest. Then I decided I would use my old computer and printer, although I had to
purchase some office supplies for bulk mailing—my first move to market my forthcoming magazine. My nights
became days as well, while starting to figure out how to really start a small minority business.
Realizing the difficulties in front of me, I decided to ask around. I prepared a survey questionnaire and distributed the
same to members of the Wisconsin Organization for Asian Americans and others in the community. I met individually
with several known “leaders” of the Asian American community in the Madison area and some from Milwaukee.
Then, armed with an affirmation of their support, my confidence grew stronger than when I began thinking about
publishing a magazine. I organized a brain-storming session with people representing various Asian countries and
cultures, and from this whole-day event at Taste of Asia Restaurant along East Washington Ave. stemmed the
contents of a magazine they would like to read. The result of the survey questionnaire and focus-group feedback
allowed me to concretize my plan and to iron out kinks that may come along the way. Indeed, without the great ideas
and expressions of support from my friends in the Asian American community and several others from other ethnic
groups, Asian Wisconzine would not have taken off the ground.
But most of these positive feedbacks were surely backed by my supporters’ belief in my ability and determination to
make things happen. At the time I already had more than 20 years experience in the communications field, including
four years as a media practitioner in Madison. All I needed were a camera and a computer with desk-top publishing
software, and I could publish or print just about anything. Yes, I prepared my marketing brochures, business cards,
bulk snail mails, and designed my magazine. I could manipulate a photograph and remove unwanted blemishes
without compromising the integrity of a good shot. I could write and edit articles, format advertising copy, design ads,
and prepare PowerPoint presentations for marketing purposes. Most of all, I could talk to all kinds of people, with the
virtue of honesty always reflected in my eyes and in my actions. (I guess I have to thank the University of the
Philippines’ College of Mass Communication and Pedro Guevara Memorial High School’s The Lagunian Newspaper
for my strong foundations in this area. I also should thank Jon Gramling, the editor of The Capital City Hues, who
taught me QuarkXpress and PhotoShop.
One of the most important actions which I did although it wasn’t included in my written business plan, was to design
and do my own website and to simultaneously publish it with the printed magazine. In 2004, the idea was pretty new;
and I did not have any funds for it. But I knew its necessity because the big players in the media industry already had
their own websites, done by computer experts schooled specifically on this new area. Due to lack of funds, I decided I
might as well do it myself, planning to do a one-page website initially for marketing purposes only. For more than
three months, I studied how to do a website with the help of the Internet as my “school.” It was one of the most
unforgettable experiences in educating myself, first of all because my computer literacy was limited to word
processing at the time! There were times I would cry over lost files or pages as I practiced the new-found craft. The
pain of not knowing what happened and how to troubleshoot stuff took a toll on my health. I knew I had to remain
strong and not be defeated by any technological challenge. I persisted, and several weeks thereafter, just before I
started publishing my magazine in January 2005, I was ready to go online. I developed a new skill, and it would prove
to be one of the best decisions I have ever made!
My invitation to several media outlets to attend and witness the launching of Asian Wisconzine in late November 2004
was met with skepticism and disinterest. Only one newspaper came, The Capital Times, but its coverage was more
than enough to spread the word. After all, this newspaper was read by almost all Madisonians, and the story was
prominently placed on the front page of its business section. Soon, the Wisconsin State Journal and an online
business magazine followed with their own stories. Well, as a very small minority-and-woman-owned business and
a possible competition, I didn’t really expect the spotlight from the local media industry, anyway. But I was thankful
that Asian Wisconzine was given a little space in their pages somehow.
Asian Wisconzine magazine attracted hundreds of paid subscribers and some advertisers just before its first
printing. Initially, copies were placed in selected public places and sold for $4 apiece. The newsprint, 40-page
magazine was too “expensive” for its target readers, I was told, so I decided to distribute the succeeding editions for
free, relying mainly on advertising revenues to cover expenses. For almost a year, I worked countless hours for my
magazine without pay. Friends likewise submitted columns for free and suggested many story ideas for future
coverage. I couldn’t thank enough the following people for their written contributions: Paul and Atsuko Kusuda,
Regina Cowell, Polo Catalani, Carmel Capati, Jeff Vang, Sharyl Kato, Lakshmi and Shree Sridharan, John Pinto, Mae-
Feng Moe, Jo Oyama-Miller, Al Poliarco, P. Emraida Kiram, Renee Moe, Hemant Shah, Tanya Kam, and Mai Zong
Vue. Freelance writer Laura Salinger was also there for me, and later, Ben Freund, James Murrell, Anita Martin,
Shang Zuo, Susan Hughes, Ken Tanemura, Nancy Xiong and Debby Tewes joined our pool of writers. Other visible
supporters included Jon Gramling, Agnes Cammer, and Rufino Licos. For the last three years, I have been very
fortunate to have had a wonderful contributing columnist from Chicago, Jian Ping. Her experiences in China and in
the United States have continuously educated us all, as she tries to help bridge that cultural divide between her two
countries.
The excitement of our writers and the Madison community over our new publication was apparent during the first two
years of Asian Wisconzine’s existence. I left my full-time job at a local newspaper to concentrate being my own boss
the last quarter of 2005. I never regretted that decision.
Next issue: The ups and downs and the journey continues...
By Heidi M. Pascual
Eight years ago this month (August 2004), the seed of Asian Wisconzine idea started to germinate. Four months
before, I attended the Wisconsin Women’s Business Initiative Corp. (WWBIC) business planning sessions for
several weeks to help me prepare for publishing a magazine that I envisioned would be welcomed in the State of
Wisconsin, for it was to be the first all inclusive Asian American publication in the state. I was highly excited and
hopeful for an ultimate success, though I foresaw the hardships that I was going to face.
At that time, there were a few Hmong magazines that surely capitalized on the dominant number of Hmong
population among Asians in Wisconsin. There was a Chinese newspaper that, because it was completely written in
Chinese, told me that it was not intended for all Asian Americans; that its contents are exclusively for a specific group
of Asians in the community. I felt strongly that an all-inclusive publication for Asian Americans would, in many ways,
create a common bond and perhaps promote unity and understanding, as well as knowledge of, various cultures
that comprise the “Asian American” community. It was another hurdle, I guess, because some people of Asian
descent have carried with them to the United States certain baggage arising from historical enmity against each
other, whether for reasons of religion, territorial dispute, violent occupation, war, or political governance. I knew I was
going to face a lot of problems in this regard, but my mind was set on doing it anyway. I told myself it would be better
to try and find out for myself whether or not it would work. The truth is, all I had was hope to succeed, relying mainly on
my skills and lots of friends, and the hope that targeted communities would see and respect my vision. The
determination on my part was a given, because I was also getting tired of working for somebody else.
After receiving my certificate of completion from WWBIC, my “approved” business plan became the road map toward
where I was going. I found out early on that my business plan was too “ideal” to follow. First off, I did not have the fifty
thousand dollars ($50,000) that I thought would be needed to start my business. Well, the list of equipment and start-
off expenses indeed totaled that amount!! I had to make some adjustments because I did not want to go to a bank
and mortgage my condo for the purpose. I wanted to start small and see where it would take me. I went to Best Buy
for a Nikon digital camera. Together with a few accessories, the total was a little more than a thousand dollars,
payable within 18 months at zero interest. Then I decided I would use my old computer and printer, although I had to
purchase some office supplies for bulk mailing—my first move to market my forthcoming magazine. My nights
became days as well, while starting to figure out how to really start a small minority business.
Realizing the difficulties in front of me, I decided to ask around. I prepared a survey questionnaire and distributed the
same to members of the Wisconsin Organization for Asian Americans and others in the community. I met individually
with several known “leaders” of the Asian American community in the Madison area and some from Milwaukee.
Then, armed with an affirmation of their support, my confidence grew stronger than when I began thinking about
publishing a magazine. I organized a brain-storming session with people representing various Asian countries and
cultures, and from this whole-day event at Taste of Asia Restaurant along East Washington Ave. stemmed the
contents of a magazine they would like to read. The result of the survey questionnaire and focus-group feedback
allowed me to concretize my plan and to iron out kinks that may come along the way. Indeed, without the great ideas
and expressions of support from my friends in the Asian American community and several others from other ethnic
groups, Asian Wisconzine would not have taken off the ground.
But most of these positive feedbacks were surely backed by my supporters’ belief in my ability and determination to
make things happen. At the time I already had more than 20 years experience in the communications field, including
four years as a media practitioner in Madison. All I needed were a camera and a computer with desk-top publishing
software, and I could publish or print just about anything. Yes, I prepared my marketing brochures, business cards,
bulk snail mails, and designed my magazine. I could manipulate a photograph and remove unwanted blemishes
without compromising the integrity of a good shot. I could write and edit articles, format advertising copy, design ads,
and prepare PowerPoint presentations for marketing purposes. Most of all, I could talk to all kinds of people, with the
virtue of honesty always reflected in my eyes and in my actions. (I guess I have to thank the University of the
Philippines’ College of Mass Communication and Pedro Guevara Memorial High School’s The Lagunian Newspaper
for my strong foundations in this area. I also should thank Jon Gramling, the editor of The Capital City Hues, who
taught me QuarkXpress and PhotoShop.
One of the most important actions which I did although it wasn’t included in my written business plan, was to design
and do my own website and to simultaneously publish it with the printed magazine. In 2004, the idea was pretty new;
and I did not have any funds for it. But I knew its necessity because the big players in the media industry already had
their own websites, done by computer experts schooled specifically on this new area. Due to lack of funds, I decided I
might as well do it myself, planning to do a one-page website initially for marketing purposes only. For more than
three months, I studied how to do a website with the help of the Internet as my “school.” It was one of the most
unforgettable experiences in educating myself, first of all because my computer literacy was limited to word
processing at the time! There were times I would cry over lost files or pages as I practiced the new-found craft. The
pain of not knowing what happened and how to troubleshoot stuff took a toll on my health. I knew I had to remain
strong and not be defeated by any technological challenge. I persisted, and several weeks thereafter, just before I
started publishing my magazine in January 2005, I was ready to go online. I developed a new skill, and it would prove
to be one of the best decisions I have ever made!
My invitation to several media outlets to attend and witness the launching of Asian Wisconzine in late November 2004
was met with skepticism and disinterest. Only one newspaper came, The Capital Times, but its coverage was more
than enough to spread the word. After all, this newspaper was read by almost all Madisonians, and the story was
prominently placed on the front page of its business section. Soon, the Wisconsin State Journal and an online
business magazine followed with their own stories. Well, as a very small minority-and-woman-owned business and
a possible competition, I didn’t really expect the spotlight from the local media industry, anyway. But I was thankful
that Asian Wisconzine was given a little space in their pages somehow.
Asian Wisconzine magazine attracted hundreds of paid subscribers and some advertisers just before its first
printing. Initially, copies were placed in selected public places and sold for $4 apiece. The newsprint, 40-page
magazine was too “expensive” for its target readers, I was told, so I decided to distribute the succeeding editions for
free, relying mainly on advertising revenues to cover expenses. For almost a year, I worked countless hours for my
magazine without pay. Friends likewise submitted columns for free and suggested many story ideas for future
coverage. I couldn’t thank enough the following people for their written contributions: Paul and Atsuko Kusuda,
Regina Cowell, Polo Catalani, Carmel Capati, Jeff Vang, Sharyl Kato, Lakshmi and Shree Sridharan, John Pinto, Mae-
Feng Moe, Jo Oyama-Miller, Al Poliarco, P. Emraida Kiram, Renee Moe, Hemant Shah, Tanya Kam, and Mai Zong
Vue. Freelance writer Laura Salinger was also there for me, and later, Ben Freund, James Murrell, Anita Martin,
Shang Zuo, Susan Hughes, Ken Tanemura, Nancy Xiong and Debby Tewes joined our pool of writers. Other visible
supporters included Jon Gramling, Agnes Cammer, and Rufino Licos. For the last three years, I have been very
fortunate to have had a wonderful contributing columnist from Chicago, Jian Ping. Her experiences in China and in
the United States have continuously educated us all, as she tries to help bridge that cultural divide between her two
countries.
The excitement of our writers and the Madison community over our new publication was apparent during the first two
years of Asian Wisconzine’s existence. I left my full-time job at a local newspaper to concentrate being my own boss
the last quarter of 2005. I never regretted that decision.
Next issue: The ups and downs and the journey continues...