With a bimonthly print publication, podcasts and a robust website and online store, The Fader has succeeded as a brand by allowing each of its outlets to have its own style, says Andy Cohn, president and publisher of Fader Media.
“We saw a lot of other music publications trying to become websites and just becoming very busy and very formulaic,” Cohn told Mediabistro for its latest So What Do You Do? interview. “For us, we let our website be the website and let the magazine play to its own strengths, both from a visual — design, photography — and medium- to longer-form journalism standpoint. The approach that we’ve always taken is great content first, and then figure out how and where it goes second. And we’ve always been willing to let our readership play a role in that, because we’re not going to ever be married to one medium.”
— Nicholas Braun