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Why ‘Nonstop?’

Many have wondered how we came up with the name “Nonstop Honolulu”

Posted September 2, 2010 by Diane Seo

Since launching our site, several people have asked why it’s called “Nonstop Honolulu,” and how that name came about.

Coming up with a name — and most importantly, a domain name — was one of the first things John Garcia and I did after partnering to create an entertainment site. We spent a few days brainstorming, mulling over possibilities, and e-mailing each other our stream-of-conscious thoughts.

I wanted the name to be appropriate to the kind of website we were creating, yet not be overused or too trendy. Having worked on Metromix, I also knew the power of having one strong word that sticks. I remember typing in dozens of word combinations while searching for available domain names on Network Solutions. I even busted out my trusty “Synonym Finder” (the thesaurus I’ve used since my early years as a reporter), looking up words like “energetic,” “lively” and “fun” to hopefully come up with the perfect name.

“Nonstop” came to mind, although I have to admit, it did not feel perfect right away. I looked up the definition just to be sure I understood all the nuances of the word. “Continuous, constant, relentless, uninterrupted, steady, endless, unbroken, interminable, incessant, unending, ceaseless, unremitting, unfaltering.”


If you’re familiar with anyone on our core editorial team — John, Melissa Chang, Catherine Toth, Ed Morita, Mari Taketa and Tracy Chan — you’re well aware that they’re constantly on-the-go, everywhere about town… basically nonstop.

But it’s not just them. Check out Twitter or Facebook at any hour of the day, and you’ll see your friends tweeting and posting from all over town, doing this and that. Doing one thing after another is just how we operate these days. We’re all nonstop.

So to me, our name simply describes a current lifestyle and reflects the energy so many people put into socializing, going out and having fun. It also suggests the kind of website we’d like to become — where new content is constantly posted and readers visit at all hours of the day. We also wanted to make sure people would regard our site as a local site, focused entirely on the local scene, so we added “Honolulu” to our name. Perhaps most importantly, was an available domain, so we quickly registered it, and well… here we are!

Some of you like the name; others don’t get it or just don’t like it. We’re hoping that it’ll grow on that latter group.

Anyway, that’s the genesis. No corporate meetings needed for approval. No reader surveys. Just an instinct that the name describes the audience we’re trying to reach — the nonstop set.


  1. harrycovair
    Posted September 1, 2010 at 8:09 pm

    Nonstop, simple enough to remember and a perfect description of the editorial staff. Great articles so far and more to come. Keep up the excellent work.

  2. melissa808
    Posted September 1, 2010 at 11:39 pm

    @harrycovair Thanks for the support! We gotta meet IRL one day.

  3. Posted September 2, 2010 at 1:20 am

    test test

  4. Posted September 2, 2010 at 1:26 am

    test test

  5. DianeSeo
    Posted September 2, 2010 at 2:18 am

    @harrycovair Thank you for the comments and for reading. It’s been fun so far, but lots more we want to do with the site.

  6. Posted September 2, 2010 at 3:55 am

    Stupid comments but just learned that AP has approved “website” as the correct spelling of the word. Used to be “Web site.” Anyway, learning new things everyday. Very nonstop, eh?

  7. MarkDoten
    Posted September 2, 2010 at 12:01 pm

    @harrycovair Agreed, I love coming on and seeing the new posts, especially the ones about food! :)

  8. Posted September 2, 2010 at 1:18 pm

    @Cat It took me two weeks to get used to typing “website.” I felt like washing my hands with disinfectant every time. And how’s this for confusing: “Web page” remains the correct AP style, not “webpage.”

  9. Posted September 2, 2010 at 1:21 pm

    Mahalo for the insight into the mind behind it all, Diane! As a brand name for an entertainment site, I like “Nonstop” better than “Metromix.”

  10. Posted September 2, 2010 at 1:21 pm

    @Andreas @Cat I still do Web site. Andreas branded it into my frontal lobe.

  11. Posted September 2, 2010 at 1:23 pm

    I’ve grown to really like the name, Nonstop. When initially brainstorming for the company name with Diane, I actually didn’t really like it because the first thing that came to mind was NonStop Travel, but, like everything, we’ll need to change that mindset. Nonstop it is!

  12. Posted September 2, 2010 at 1:59 pm

    @johngarcia @Andreas@Cat Ha ha! Yep, I did that.

  13. Posted September 2, 2010 at 2:04 pm

    @johngarcia Hey, maybe that’s what was going on in my head when I first saw the logo! I thought it was the arrow that steered my thoughts to travel but maybe it was the word. Either way, all words are up for grabs. If you kick butt with your product, you can change the meaning of any word. Does anybody even remember what the word “kindle” used to mean ten years ago? Or the word “Amazon”?

  14. DianeSeo
    Posted September 2, 2010 at 7:23 pm

    @Andreas Wow, that’s a bold statement. We’re hoping we can make the word “Nonstop” stick.

  15. DianeSeo
    Posted September 2, 2010 at 7:25 pm

    @Andreas @johngarcia@Andreas@Cat I want to work on the AP Style deciding committee. Think it would be fun to sit in on those sessions. You think they have heated arguments about this stuff?

  16. jordantest2nonstop
    Posted September 2, 2010 at 11:49 pm

    testing comment post after new account creation, security settings high. will delete.

  17. jordantest4nonstop
    Posted September 2, 2010 at 11:56 pm

    testing new account create post from FF high security.

  18. Posted September 3, 2010 at 6:43 am

    @DianeSeo @johngarcia @Cat The AP Stylebook editors are pretty open about their process. After the “website” change in April, one of the editors tweeted and explained that the new style was adopted in response to feedback from Stylebook readers:

  19. strobie
    Posted September 7, 2010 at 11:02 am

    @johngarcia Soon enough people will hear Nonstop Travel and think, You mean Nonstop Honolulu?

About Diane Seo

Diane Seo, the editor and co-founder of Nonstop Honolulu, is the Digital Media director for Upspring Media. Prior, she served as managing producer of Metromix Honolulu; manager of The Honolulu Advertiser's TGIF section; Managing Director of New Media for the ATP, which runs men's professional tennis worldwide; a senior editor at and a staff writer for the Los Angeles Times.

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