Fad
Issue 02
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Advertising
email mark westall at mark@fademail.com for advertising details.
FAD Industries
Explores art from personal perspectives, highlighting artists over a certain period of time.
London, UK
54 Bendemeer Road, sw151ju
Email: just@fademail.com
- Category: Art, Photography
- Kind of Magazine: Free Magazine, Limited Editions (collectors)
- Periodicity: Published irregularly
- Language: English
- Circulation: 2,000 - 5,000
- Web: http://www.fadwebsite.com
Fad also experiments with the magazine format, making a magazine which is itself a work of art.
FAD is produced in a limited run of 2000.
Exclusive Interview
experimenting with the idea of what a magazine can be
What is your magazine about?
FAD is an exploration of art from personal perspectives. It’s about the people FAD meet at private views and in day-to-day life. Its about doing things in different formats, experimenting with the idea of what a magazine can be. Its about enabling us to connect with other people, spreading the message of FAD and growing both our audience and our range of collaborators.
Who’s behind the project? Tell us about the founders, their backgrounds and their motivations!
Mark Westall and Dan Sumption
Mark and Dan met in 1995 at Hard Media, a publishing and web design company. Hard Media did interactive kiosks for Levi’s and Miss Selfridge, before becoming Hard Reality, working with Red Bull, Sony Playstation and building award winning web stuff for Diesel Jeans, CampaignLive, Revolution and many more. Hard Reality was bought out by Leo Burnett advertising agency, where Mark and Dan worked with clients such as Kellogg’s, Morgan Stanley and MacDonald’s.
After leaving Leo Burnett, Mark and Dan founded FAD as a vehicle for connecting with the burgeoning art scene in London and the rest of the UK, and also to explore the creative possibilities of print media. FAD is our way of learning about art, from the inside out.
How do you produce one issue? How much time do you spend on it? How big is your team?
Our team begins at two and then grows depending on the issue and the subjects it tackles. Each issue is produced through small bursts of work over a long period of time - FAD03 will be showcasing work carried out over 18 months.
What have been the important steps in the life of your magazine?
Starting, Stopping and starting again
Which are the key ingredients for the success of your magazine?
FAD as a whole is bigger than the magazine alone: the magazine and website cross-promote one another, and are supported by the web (and eventually offline) shop. High quality, innovative design is very important to us – visual imagery and good design have been and are still the key ingredients to the success of FAD.
What are the difficulties you are confronted with? What would be “the” thing to help the magazine to improve?
MONEY – MONEY, MONEY, MONEY!
Where do you want the magazine to be in five years?
We want the magazine to be part of a successful vibrant brand, featuring art shows, art sales and video/TV production. We want to be a household name among the contemporary art community worldwide.
Tell us about your audience! Who are the readers of your magazine?
Young in mind, Creative Urban Pioneers. Artists, art buyers and trend-spotters.
Is remaining independent important to you? Is it part of the strategy?
We want to build FAD the brand with the right partner. Independence is not of especial importance, however we need to be of sufficient size to be able to partner successfully.
What’s your relationship with advertisement? Does it influence your content? Do you care about advertising-driven-editorials?
At the moment, we have very little advertising and this is on an ad-hoc basis. We feel the opportunities to advertise are greater than pure page advertising, and think all forms of new advertising are worth investigating in particular those where the advertising complements the contents of the magazine.
Do you think that magazine readers still need to watch TV?
Yes they want to watch and create TV – not just on their home television, but also online and on mobile devices.
Which is your relationship with your printer? Does he play a main role in your development?
We change printers, so no. However, some of our experimentation with the magazine form is driven by what our printers tell us is possible, and what materials we can successfully print upon.
Which magazines did influence you most? What are you looking for in other magazines?
No magazines have influenced us particularly, although our desire to do something new and unexpected was in part inspired by the early attitude of magazines such as The Face. What we look for in other magazines are well written and well presented articles, and unusual ideas.
What do you think of your issue 01, when you look back at it?
In some ways it was naïve, but in many ways it was our best issue, the purest demonstration of our intentions. Looking back, and comparing it to later issues, it reminds us to not to dilute our original aims too much to suit other contributors.
What question did you never ask in your magazine but would have liked to?
“Why have we never asked ourselves this question, despite having always wanted to?” or… none that we can think of.
How many magazines do you buy / get / read each month? Do you qualify yourself a maniac?
Nothing in particular. We are magazine whores, and from time to time we buy other magazines on any topic and in any format – regardless of whether they have any direct relevance to us. But we read newspapers more often, and also blogs, email newsletters and other websites.
E-mail interview from “06.01.2006”. © Colophon2007.com – Mike Koedinger Editions SA (Luxembourg)
Publisher
FAD Industries
Staff
Creative Director: Westall Mark...contact
Creative Director: John Crumpton...
Editor In Chief: Daniel Sumption...
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