Web Sitings: How Fader Media Is Offsetting Print-Revenue Decline
Fader Media sites incorporate multimedia, community elements, events and more that connect with what Cohn terms a “very targeted and engaged audience.” In doing so, they allow Fader to sell campaigns that go beyond clicks. Firms large and small are buying, from indie record labels like Secretly Canadian and Saddle Creek Records to Super Bowl advertisers—Ford, Anheuser-Busch and Levi’s.
“Online provides a lot more flexibility in the types of innovative programs you can do, while print still sits in a more traditional place in the minds of advertisers,” explains Cohn. “We also have an understanding of how to really partner with brands and bring them into our space while respecting their DNA, merging it into The Fader’s aesthetic to connect credibly with our audience.”
One such nontraditional campaign being executed on TheFader.com is a 10-episode Fader TV series sponsored by Southern Comfort, “At the Bar With Southern Comfort” (TheFader.com/socoatthebar). The series follows 10 up-and-coming, “Fader-approved” bands in their hometown bars covering songs that inspired them. The production captures both The Fader’s brand and the laid-back image of Southern Comfort in an on-demand channel that only could be achieved on the Web. And, Southern Comfort’s brand appears on the video, the page it’s embedded in, the URL and elsewhere.
Delivering Web Experiences
“Print and online are two different mediums, and we can’t make the mistake of just throwing all our magazine content online and vice versa,” says Cohn, a philosophy that’s illustrated by the fact that Fader magazine and TheFader.com have different brands on the Web.
Users visiting the dedicated magazine site (TheFader.com/magazine) come to a page with the most recent cover images, an editor’s letter and links to articles. Cover stories, two to four features and select back-of-book pieces are posted here about four weeks after the magazine’s on-sale date.