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Star-Bulletin, Midweek
will get baby sister

THE Honolulu Star-Bulletin and MidWeek are expecting a new sister publication, starting March 4.

A second MidWeek will arrive in 268,000 Oahu mailboxes, most of them on Fridays.

The new weekly will deliver fresh, new content and be similar to the grocery-focused MidWeek that arrives, well, at mid-week. "It will be entertainment and weekend activity-based," said Dennis Francis, president of parent company Oahu Publications Inc.

"Our target advertisers will be somewhat different than the earlier MidWeek because it will now include folks who rely on weekends to break sales, so, retailers, automotive, real estate and employment advertising."

Francis does not see the new publication diluting advertising revenue for the company's more established publications.

"The combination of both MidWeeks and the daily Star-Bulletin seven-day-a-week circulation is a terrific advertising package," he said.

MidWeek has reached almost 100 percent awareness among Oahu residents, said Doug Harris, president and chief executive of the Harris Agency LLC, Oahu Publications' advertising agency. "We think it's a natural evolution and provides Oahu Publications with a strong strategic portfolio," he said.

"We think this is going to turn the daily newspaper market on Oahu upside down."

Ice cream a hot seller

Maui's Own Roselani Ice Cream is marking the end of the year with a milestone -- it will have sold 100,000 half-gallon cartons in one year for the first time.

"It's a personal accomplishment, but it's done with the many individuals in our organization, in our distribution partners and our retailers," said Cathy Nobriga Kim, vice president and third-generation ice-cream-maker.

"The reward is, I think, the pride that we reached that milestone," she said.

It is the only locally manufactured ice cream that is available in most grocery stores. On Maui where it all began, the ice cream is sold at stores including Ah Fook's Super Market, Ooka Super Market Ltd., Pukalani Superette and Napili Market.

Kim believes competition is good. Nevertheless, Roselani doesn't try to compete on price.

"Roselani is a a niche product and Meadow Gold and Foremost have their niche -- and ours is a locally manufactured product of high quality and integrity," she said.

Growth opportunities for Roselani ice cream seem ripest in the food service segment, said Kim.

"We're like a baby. We walk pretty good now," and she's looking forward to hopping, skipping and jumping.