New magazine aims to help
businesses and consumers

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By Lyn Danninger
ldanninger@starbulletin.com

The first issue of a new consumer guide for Oahu residents debuts this month.

Called Oahu's Consumer Guide, Editor and Publisher Jill Schorr describes the 34-page publication as a "cheat sheet" for the busy consumer. So far about 50 people have signed up for the service, Schorr said.

The magazine -- which includes prices, recommendations, product comparisons and other information -- will be available at various retail outlets for $3.95 an issue.

But a yearly subscription to the magazine, costing $25, gives access to a wider data base that contains reviews of all kinds of businesses and services.

"The magazine is really a snapshot of the database," she said.

Schorr said she is in the process of talking to various booksellers, grocery and retail outlets about carrying the publication. Initially the magazine will be available at Bestsellers Books and Music in Bishop Square.

When a subscriber wants to know about a particular business or requests a referral via phone or e-mail, the database compiles all available information into a report and it is sent to the requestor, Schorr said.

Later in the year, she expects to open up direct subscriber access to the database.

Schorr said recommendations are based on member input. Each member is assigned an individual number to insure security. Names and numbers are cross-checked and recommendations can only be made by members, she said.

"We have checks in place to make sure a member is not over-reporting on a particular service or business," she said.

"It needs to be a controlled group so we can verify and control sources of data to make sure it's as honest as possible," she said. Currently, there are about 100 referrals in the system, she said.

Schorr and her husband Daniel built the initial data base from recommendations given by family and friends.

But anyone who subscribes is encouraged to submit their own reviews of services they have used or businesses they have dealt with, she said.

Companies that have already been reviewed by members may also advertise in the magazine. They would be notified once the product or service has received a positive review and offered the option to advertise, she said.

Schorr, who was previously senior acquisitions editor for the popular "For Dummies" series of books, said she was encouraged to start the magazine and data base when she and her husband bought their first house here.

Schorr, originally from Indiannapolis, has lived in Hawaii for about three years.

While it can be relatively easy to find out about a negative experience someone has had when buying goods or services, it's often hard to find out about the good experiences people have had, she said.

"When we bought our new house, we suddenly found ourselves looking for services we had never needed before," she said.

Among the articles in the first issue of the magazine is a comparison of cellular phone calling plans. There also is a map of the cheapest parking in Waikiki and a comparison of prices for DVDs and video tapes at various retail outlets.

Schorr said the magazine will focus on a different industry or service each month. One month it could be auto repair, the next month it may be dry cleaners or caterers, she said.

Similar consumer publications exist in at least 17 other cities on the mainland and have done well, she said.

For a mid-size city such as Honolulu, circulation would ideally range between 20,000 and 30,000 copies per month, she said.

How well the new consumer guide may fare is difficult to gauge, said those familiar with such ventures.

"A consumer guide on best bargains is always needed," said Anne Deschene, president of the Better Business Bureau. But Deschene said she is more cautious when it comes to business ratings and comparisons.

"The question is what is the credibility of it, what is the validity of the customer's comments?

"When you get into the area of ratings of different businesses and companies, it's risky," she said.

Schorr said she believes there are enough checks and balances built in to insure accuracy.

"The worst thing would be for a small business to be unnecessarily picked on," she said. "Our goal is for services to improve and we want businesses that are good to attract even more business."