The Four Question with Bradford Fayfield, Founder/Publisher, Freeskier
Bradford Fayfield founded Boulder-based Freeskier in 1998 to be the independent voice for a new generation of skiers. He saw an opportunity for a magazine targeting 20-something expert skiers zealous about "the new movement in skiing, called freeskiing, which includes everything from terrain parks and halfpipes to Alaskan peaks and hot tubs." Previously an editor for Snow Country, Fayfield said that in focusing on the progressive, youthful side of skiing, his bimonthly has become "the largest independently published ski magazine in America," with a circulation of 80,000. In keeping with its free-spirited image, Freeskier has published some rather offbeat articles -- such as "Ski Town Strip Clubs."
Q. What's the best idea you've ever gotten from a reader?A. Ironically, it had nothing to do with editorial. A reader wrote in asking why there wasn't a "Fantasy League" for the world of freeskiing. After all, every other sport has one. We agreed, and launched the skiing industry's only online fantasy league, called "Fantasy Freeride." We kicked off our first season with about 2,000 participants and that number has grown to almost 10,000 active players. Not a bad way to build a foundation of Web visitors -- all of whom check www.freeskier.com daily during the season to play the game; that starts again in December.
Q. What story in your magazine has had the greatest impact?A. Our annual "Women of Freeskiing" feature takes that honor. With a readership that's 90 percent male, mostly in their early 20s, it's no surprise that this story receives top billing. Each fall, this cover feature showcases the most talented up-and-comers in the sport. We allocate a two-page photo spread to each woman -- one page for action, the other for lifestyle. Our review has turned into the ski industry's resource for spotting the next generation of young women. And the feature receives exposure beyond the ski world. Last year, Fox Sports spent three days with us producing an entire TV segment dedicated to Freeskier's "Women of Freeskiing" shoot. While our feature isn't without controversy, it's consistently ranked by our subscribers as their favorite feature of the year. Go figure.
Q. What's been your most successful promotion or event thus far?A. Two years ago we launched an annual event series called the Freeskier Jib Fest Tour. This three-stop tour brings together pro skiers, top-level advertisers, TV and film companies and, of course, resorts. Basically, we create a mini-festival in which we do photo shoots with pro skiers, host an open-format contest for amateurs, and throw a blow-out party on the final night. In the end, the tour enables us to leverage our position in the industry to gain editorial [coverage] for the magazine; build partnerships with resorts and TV networks like Fox Sports, which covered the tour; solidify our relationships with top pro athletes; and deliver our brand message to skiers in key markets. Essentially, the Jib Fest Tour has become our template for leveraging editorial efforts for multi-purpose gains. And that's the key to success as an indie publisher.
Q. Does it bother you that skiing doesn't truly enjoy "superstar" status among the general public until the Winter Olympics?A. Yes and no. As a former U.S. Ski Team member, I was always a little bummed that we didn't get more respect and more money. But in the end, skiing affords its participants something that sports like football and basketball can't provide -- lifestyle. While a bit clichéd, the saying that "skiing isn't a sport, it's a way of life" is absolutely true. We see the world as skiers. We travel to various regions or countries and experience new people and cultures through skiing. We share a passion for the mountain lifestyle. I guess the skier in me is shining through in my publishing business as well -- because I'll never reach superstar status running a ski magazine, but I'll hold onto a lifestyle that all of the Manhattan superstars would die to have.
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