[1][2] Geared towards a young audience, its mission was to "report on the developments, address the issues, and celebrate the achievements of this [Asian] dynamic new population.
"[3][4] It was created in 1989 by Jeff Yang,[5] Amy Chu, Sandi Kim and Bill Yao to cover East Asian American issues and culture, and often featured fashion spreads, advice columns, horoscopes, and news stories.
[citation needed] Though well-known and influential in the East Asian American community, it was not profitable in its thirteen-year existence.
[1] When it ceased on February 20, 2002, it was the largest English-language publication for Asian Americans in the United States, with bi-monthly readership exceeding 200,000 in North America.
Magazine obtained $4.5 million in venture capital funding, and the company was renamed aMedia, reflecting a branching out into Web publishing.