Properties will be leveraged, great values to advertisers will be offered and blahblahblah

From time to time, we receive press releases at Arthur HQ that just plain gross us out. Like this one, from Cornerstone, the marketing/promotion company that owns The Fader:

From: Jeff Anderson
Date: Wed, 3 Dec 2008 10:24:51 -0500
Subject: Pitchfork and FADER Announce Strategic Partnership

Leading Voices In Emerging Music And Culture Join Forces To Offer Enhanced Opportunities For Advertisers and Readers

New York, NY: The FADER and Pitchfork, the two leading voices in emerging music and culture, have announced a partnership designed to extend the reach and enhance both brands.

The deal will include integrated advertising and sponsorship opportunities across all properties and platforms, including print, online, festivals, events, and unique content exchanges.

“We are extremely excited to be working with Pitchfork,” said Andy Cohn, Group Publisher and Vice President of FADER Media. “We know that the ability to leverage both properties will offer great value to our readers and advertisers alike.”

“We love the FADER and are continually impressed with their ability to navigate the ever-changing media landscape in a way that always stays true to their unique vision,” said Pitchfork’s Publisher/COO Chris Kaskie. “We believe this partnership will compliment both brands and enhance what we can offer our advertising partners, and most importantly, our readers.”

About Pitchfork
Created in 1996 by Ryan Schreiber and based in Chicago, Pitchfork Media has become the most-trusted independent resource for music journalism and is widely acknowledged as a leading cultural tastemaker. With a focus on new and emerging music through the publication of daily reviews, news, features, audio/visual programming, and interviews, Pitchfork has developed one of the music world’s most devoted and loyal followings.

About The FADER
Founded by Rob Stone and Jon Cohen, The FADER is the definitive voice of emerging music and the lifestyle that surrounds it. Through in-depth reporting and a distinct street sensibility, The FADER aggressively covers the most dynamic breadth of music and style emanating from the fringes of the mainstream to the heart of the underground. The FADER was the first publication in history to be released on iTunes, in 2008 received a Folio award for the best full issue of a consumer entertainment magazine and in 2007 was named one of iTunes’ best classic audio podcasts of the year. The FADER is the authority on what’s next.

And here’s what ADVERTISING AGE had to say:

Indies Pitchfork and Fader Form Partnership
Music Site and Culture Mag to Share Content, Ads

By Andrew Hampp

Published: December 02, 2008
NEW YORK ( — Pitchfork Media, the hipper-than-thou music site, may still consider itself too cool to bother reviewing the occasional over-hyped indie rock album. But the Chicago-based indie empire has opted to let the folks at Fader Media into its exclusive club, via a new strategic content and ad sales partnership.

The emerging music and culture brands are joining forces for an extensive advertising and sponsorship relationship across print, online, festivals, events and unique content exchanges. Each company will keep its ad sales and editorial teams intact, so Fader and Pitchfork will be friends, maybe friends with benefits, but definitely not together.

Fader Media is an independent music and culture company that includes Fader magazine,, music networking site The TripWire and music downloading site Rcrd Lbl.

Together, Fader Media’s print and online properties reach an audience of 1.3 million, so the opportunity to join forces with Pitchfork’s 1.6 million unique users and 16 million monthly page views (not to mention Pitchfork’s annual Lollapalooza-esque summer music festival in Chicago) makes perfect sense when it comes to selling advertisers a combined audience.

But there’s potential for an even broader cross-pollination, in which the two brands share content while maintaining their own editorial voice. “The lifespans of Pitchfork and Fader have run sort of parallel lines, one path online the other with a print base,” said Chris Kaskie, Pitchfork’s publisher-chief operating officer. “The goal for us is to figure out the crossover where it makes perfect sense from a partnership standpoint, to see where all our extremely loyal readers can be coupled with Fader’s and what we can offer them in return.”

Andy Cohn, group publisher-VP of Fader Media, said the combination of the two indie brands makes particular sense in a publishing market that can no longer support fragmentation. “It’s a way for us to overcome the niche kind of moniker, even though obviously we both have decent readerships and viewerships,” he said. “Where a big brand might say, ‘You guys are too niche,’ or ‘You’re just a print magazine,’ now we’re able to walk into a Levi’s or a Nike and say, ‘Look at all we have on the table.'”

Pitchfork and Fader already share some ad clients such as Southern Comfort, which sponsors a co-branded web feature, “The 7″ Series,” on as well as a short-form docu-series, “SoCo Music Experience,” on Mr. Kaskie said the companies’ respective sales forces will remain separate, but will communicate with each other on a regular basis to identify shared opportunities.

“We want to drive revenue without losing the traditional ad banners and traditional ad pages, and still be able to do that without selling out the brands,” Mr. Cohn added. “Partnering with brands like Southern Comfort helps keep that content minimally branded.”

But even though Fader is now a preferred partner, Pitchfork will still keep its acid tongue planted firmly in cheek when it comes to its new business brethren. “We’ll still make fun of a Fader story from time to time, and we expect they’ll do the same with us,” Mr. Kaskie said.

Categories: Uncategorized | 4 Comments

About Jay Babcock

I am an independent writer and editor based in Tucson, Arizona. In 2022: I publish a weeklyish email newsletter called LANDLINE = Previously: I co-founded and edited Arthur Magazine (2002-2008, 2012-13) and curated the three Arthur music festival events (Arthurfest, ArthurBall, and Arthur Nights) (2005-6). Prior to that I was a district office staffer for Congressman Henry A. Waxman, a DJ at Silver Lake pirate radio station KBLT, a copy editor at Larry Flynt Publications, an editor at Mean magazine, and a freelance journalist contributing work to LAWeekly, Mojo, Los Angeles Times, Washington Post, Vibe, Rap Pages, Grand Royal and many other print and online outlets. An extended piece I wrote on Fela Kuti was selected for the Da Capo Best Music Writing 2000 anthology. In 2006, I was somehow listed in the Music section of Los Angeles Magazine's annual "Power" issue. In 2007-8, I produced a blog called "Nature Trumps," about the L.A. River. From 2010 to 2021, I lived in rural wilderness in Joshua Tree, Ca., where I practiced with Buddhist teacher Ruth Denison and was involved in various pro-ecology and social justice activist activities.

4 thoughts on “Properties will be leveraged, great values to advertisers will be offered and blahblahblah

  1. was anyone else disturbed by that terrible nod to the magazine’s ‘cheekiness’ after they signed a big million deal deal? man…. a little bit of vomit came up in my throat after that. how many bad, terrible c86 retreads can pitchfork hype up this year.

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