Indie rock mag replacing co-publishers Stone, Cohen
With big-name advertisers lined up, independent music magazine the Fader is going bimonthly, expanding its brand to film production, and a new publisher has been named to push the magazine even closer to the mainstream.
Peter Ferraro, former advertising veep for Time Inc.’s Transworld Media, is replacing publishers Rob Stone and Jon Cohen, who founded the Fader in 1999.
Since then the music and lifestyle mag, which has a paid circulation of 75,000, has appeared four times a year.
“The bimonthly frequency is a big step for us in this market and economy,” Ferraro said. “Although we haven’t talked specifics, the plan is to increase the frequency beyond where we are as well.”
The mag’s ad pages are up 20% over 2002 to 70 pages, according to Stone. Revenue figures were not available.
Part of the push comes from Cornerstone Promotion, a marketing company also owned by Stone and Cohen.
Companies like Diesel, which has advertised in the Fader for the last two years, now work with Cornerstone on promotional and brand-marketing events. Stone chocks it up to relationship building.
The Fader’s current advertisers include Nissan, Visa, Absolut and Levi’s.
Even so, according to magazine analysts, music magazines are traditionally difficult niches to sustain due to changing tastes and the lifestyles that surround them.
With Ferraro fronting the marketing side of things, Stone and Cohen will focus on Fader Films. The production company’s first pic, “Hooked,” a docu about basketball player Demetrius “Hook” Mitchell, will preem at the Tribeca Film Festival next month.