Anita Malik
At a time when many print publications are struggling to sell ads and subscriptions, laying off staff or even going out of business, one Phoenix-based magazine is making a comeback.
Anita Malik’s pan-Asian-themed East West magazine once again will hit newsstands next month. The national publication went on hiatus about two years ago to restructure business operations. Now, thanks to private investors, she is looking forward to the Oct. 6 relaunch.
“This is like my baby,” said Malik, 33, the founder and editor-in-chief. “We want to pay tribute to our readers, because that’s why we’re coming back.”
She said the magazine will be mostly the same and will focus on long-term growth.
The primary content will tell American stories of struggle and controversy through an Eastern lens. The magazine also will include fashion, beauty and celebrity features.
Malik once was a staff writer for The Arizona Republic and later worked for the
The first print edition of East West was published in February 2004. In 2007, Malik said it became the first Asian-American magazine to be sold in grocery stores. That same year, she was listed among Folio magazine’s Top 40 Innovators Under 40.
By November 2007, advertising sales had slowed, but reader interest was strong, forcing Malik to make a tough decision. She and her two-person staff couldn’t handle the growing work load, so they opted to take a break and regroup.
The subscriber-based, bimonthly magazine had a circulation of 25,000 before Malik pulled the plug. She relaunched the East West Web site in June and is gearing up for the print relaunch next month.
Malik said private investors were funding the relaunch, but she wouldn’t say who they were or how much they were investing. Even in a stalled economy, she said investors still are eager to support nitch publications that have strong content and a large reader base.
“I’m glad she’s bringing it on board again,” said Les Gin, president of
Gin said he gives away a number of publications, at his bank and East West was always the first to go.
“You’ll learn a lot about the Asian community, and the plus is it’s all in English,” he said, noting that most Asian-American publications are in Asian languages.
As for Malik, she’s ready to re-enter the publishing world.
“Sometimes when you’re an entrepreneur, you need to take a step back,” she said. “Now I know about publishing, and this time around it’s a whole different ballgame.”
Founder: Anita Malik
HQ:
Employees: 2
Circulation: 25,000; subscription-based
Web: www.eastwestmagazine.com
