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[Text from Advertising Age magazine] - The Fader, the hip emerging-music and lifestyle magazine that has been published in New York since 1996, has struck a deal to introduce Japanese edition due to appear on newstands this September 2006.
Because The Fader, an independent title that publishes eight times a year, struck a lincensing deal with Blues Interaction, a Japanese publishing company, the foray will become a new revenue center at the word go. Blues Interaction was able to win over The Fader, which has never published an international edition before, partly because of the company's commitment to music. In Japan, it publishes a music magazine called BMR, while a subsidiary called P-Vine distributes albums from independent American publishers like Matador Records.
"I had done a lot of due diligence on these types of deals," said Andy Cohn, publisher, The Fader. "I'd heard a lot of stories about the translation, which gets really messy. You think of the deals from a financial standpoint but it's really more important to think of the editorial translation. It can really damage the brand - it's a small world."
Fader Japan will comprise 70% translated material from The Fader and 30% original material, and will include advertising. In the U.S., advertisers include General Motors Corp., Heineken, Puma, Pepsi Cola Co. and Armani Exchange.
The Fader, Which claims unaudited paid circulation of 87, 500 in the U.S., anticipates more international editions ahead. "We're going to be announcing more of these deals down the road and it's given us a really good template for how to make these deals work from an editorial integrity standpoint," Mr. Cohn said. - Nat Ives (Advertising Age)
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