About Us
Heidi M. Pascual
Watch the interview of Heidi by
Phoebe Eng at:
Its Mission: Asian Wisconzine is an all-inclusive monthly magazine (NOW exclusively online) that provides a cultural focus on diverse Asian peoples
who have chosen Wisconsin as their new home. It is a forum for ideas, stories, and events that revolve around Asian American communities, woven
together to create an educational tool for understanding and acceptance of each other's differences. The magazine aims to build from the past,
learn from the present, and explore the many possibilities for the future of Asian Americans.
The logo and its color: Asian Wisconzine sums up in two words what this publication is all about: A magazine for Asians (and Asian Americans) in
Wisconsin. The yellow to dark brown represents the Asian races alone or in combination with other races.
Its Contents
* HOME Page:
The cover celebrates one aspect of an Asian Culture featured for the month. It is a colorful, eye catching photograph or work of art
that defines the uniqueness and beauty of an Asian culture. It may also represent an important current event or issue recently covered.
* Editorial Page: This is the Editor's corner, may be an introduction to the whole issue of the month, or an insight into an important coverage. It may
also be a general view of the most important issue/s faced by Asian Americans during the month.
* Regular and Special Sections: In response to readers' feedback, Asian Wisconzine is proud to have different sections written by experienced local
and national writers of note. Topics are: Success stories of Asian Americans; politics; health; relevant local news ; taxation; Social Security; gender;
the elderly; Arts & Culture, historical bits; among others.
* Columns: Asian American columnists who are considered leaders of their communities discuss contemporary issues that have great impact on them
in particular, and on Asian Americans in general. Guest columnists are also featured to provide views and opinions that may or may not agree with
those expressed by regular columnists, or views on other issues.
* More Stories: Submissions from all over the state, the nation, and the world
* Display Advertising: Display ads in various sizes and formats placed in story pages most appropriate for them.
* Classified Section: Job advertising.

WEB: www.asianwisconzine.com
Originally from the Philippines, Heidi M. Pascual has made Wisconsin her home since 1998. Armed with more than 20
years of experience in the field of communication and public relations, Heidi had no doubt she could create a similar
career path for herself in the U.S. She isn't quite there yet, but she has started a trail no one else has done in the state of
Wisconsin -- publishing the first-ever all-inclusive magazine for Asian Americans in the state -- Asian Wisconzine.
Her roots
Heidi was born in Santa Cruz, the capital town of Laguna province, just a few miles south of Manila. The eldest of five
children of two public school teachers in Barrio Gatid, Heidi was exposed early on to the values of education and was
taught the importance of excelling in school. She was always in the "top five" of her class since elementary grades, and
upon graduation from high school, Heidi won the first 4-H Club-Gonzalo Puyat 4-year full-college scholarship at the
University of the Philippines-College of Forestry (Los Banos campus), in a nationwide multi-level competition for honor
graduating students.  
Aside from her early academic achievements, Heidi was also trained in classical piano, flawlessly playing pieces by
Chopin and Tchaikowsky at the age of 11. She also won top awards in singing, declamation, oratory, and dramatics. A
"Student Who has Brought the Most Honors to the School" was one of her awards on her high school graduation. To her,
however, the most important awards she received were "Playwright of the Year" and "First Place, Short Story Writing."
Those represented how well she did as a writer,  after years of honing her skills as Features Editor of The Lagunian (Pedro
Guevara Memorial High School's paper). It was the seed that slowly developed and prepared her for her future career
without knowing it.
Heidi graduated cum laude with a bachelor's degree in mass communication from the University of the Philippines (UP)
Institute (now College) of Mass Communication and later with a master's degree in industrial relations, major in human
resource development from the UP-School of Labor and Industrial Relations. She worked as staff writer, editor, and later
chief of publication and editorial division of the House of Representatives, Congress of the Philippines. She was Asst.
Director of the Plenary Affairs Bureau when she immigrated to the U.S. During the Aquino Regime, Heidi represented the
Philippines in the U.S. Congress (Washington, D.C.) as Asia Foundation Congressional Fellow and interned as legislative
aide to Congressman David Bonior (D-Mich.) for 10 months (1987-1988).
Madison vs. Chicago
While most of Heidi's siblings live in Chicago and suburbs, she  decided to stay in Madison when she was hired as assistant
editor in a Black-owned newspaper by the late civil rights leader Betty Franklin Hammonds in 1998.  Heidi decided to
continue Ms. Franklin's work even after her untimely death in April 1999. Heidi developed new friends and through the
years has felt comfortable considering Wisconsin her new home.
The birth of a dream
Heidi never dreamed she would be a publisher or an entrepreneur in a place that considers many people of color as
"aliens." After working for more than six years as associate editor and later as sales director (in a concurrent capacity),
Heidi realized that "people like her" were not well represented in any media form in Madison. While there were
publications for other ethnic groups, there was absolutely none for Asian Americans,  except some publications in
Chinese and Hmong that she couldn't understand. "There must be a way for Asian Americans to have a voice in this
community. There must be a way to gather Asian Americans in one publication, so that they can be visible at last!" she
"I think I can do this," Heidi told herself. Her dream was born in 2004. After a careful planning and thorough research, with
the help of the Wisconsin Women's Business Initiative Corporation (WWBIC)'s StartSmart program, Asian Wisconzine
became a reality in 2005. Heidi used her  savings to buy supplies and her credit card to purchase a digital camera and an
all-in-one printer. She used her old computer  and, for her office, a corner of her living room. The birth pains were almost
unbearable -- but many of her friends in the Asian American communities came forward. They helped start the columns
and stories. They were all enthusiastic to help Heidi raise her "baby." Heidi even studied on her own how to create her
website. She's still doing it herself ... and selling ads to keep it going.
In 2006, Heidi received the "Journalist of the Year for the State of Wisconsin" award from the U.S. Small Business
Administration. It was a recognition of Heidi's work in her chosen field. It was a recognition of the quality of her work. It was
a recognition of a need that has been met.
Asian Wisconzine now
Asian Wisconzine started in January 2005 as a magazine in newsprint, with a very simple website consisting of a few
photos and summaries. Two years later, Asian Wisconzine has become an all-glossy magazine with a number of color
pages and photos that jump out of the pages! Asian Wisconzine is now on its 1
3th year (2018), and according to
UW-Journalism Professor Jim Danky who's also a retired librarian at the WI Historical Society
7 years before:
"Asian Wisconzine is the longest running and the most professionally made magazine for Asian Americans in the state of
Asian Wisconzine has focused on its online version, (www.asianwisconzine.com) in response to the 2009 recession, but its
content grew because it attracted numerous submissions (issues/press releases from Asian Americans, Asian American
organizations, the White House, and Asian American legislators in the U.S. Congress). For its first online version issue in
2008, Heidi created a new look for AW's website, a project she painstakingly worked on during the December 2007
holidays, while everyone else was on vacation.
Heidi never stops dreaming and working very hard, every step of the way, to realize her dream -- a successful Asian
Wisconzine that will continue to serve Asian Americans in Wisconsin and beyond for many, many more years .
Heidi M. Pascual
Editorial Advisory Board Members, friends & supporters of Asian Wisconzine during its
launching on November 7, 2004 at Taste of Asia Restaurant, E. Washington Ave.,
Madison, Wis.