The core audience for aOnline includes 18-to-45-year-old Asian-Americans "who have embraced the Internet as a lifestyle to the point that it is like a new mass medium," said Jeff Yang, founder of aMagazine and CEO of aMedia.
So far, American Express Co., Apple Computer, BMW Holding Corp., DaimlerChrylser, Charles Schwab & Co., Ford Motor Co. and IBM Corp. have bought space on aOnline.com.
"We always try to use as many advertising vehicles [of a publication] as possible, and it's a nice synergy for a user to see our ad on aOnline.com after also seeing the same ad in aMagazine," said Sandra Nicholls, trustmark advertising supervisor at Ford.
Rhonda Britton, TMP Worldwide, Raleigh, N.C., national diversity specialist, said she urged her client Schwab to run a diversity recruiting campaign on aOnline "based on the positive response of prior aMagazine ads."
Formerly Amagazine.com, it revamped its look and logo June 1, along with aMagazine. The title claims paid circulation of 147,000, and publishes six times a year. It will be applying for an audit with the Audit Bureau of Circulations next year. Page ads cost $6,280 for b&w and $8,280 for color.