The free Fader iTunes download will be sponsored exclusively by liquor brand Southern Comfort. This is the first exclusive sponsorship deal to distribute a magazine on iTunes, although it follows a previous print deal by Philips Electronics with Time Inc. publications Business 2.0, Fortune, People, and Time to move those magazines' tables of contents to the first page--a marketing stunt to illustrate Philips' theme "simplicity."
Some marketers speculate that exclusive sponsorship deals (of the type that supported the first radio an TV programs) may return as a way of cutting through ad clutter. Meanwhile, a number of youth-oriented magazines have already rolled out mobile digital content--including Teen People, CosmoGirl, Elle Girl, and Teen Vogue--which all offer selected content downloadable to users' mobile phones. But Fader is the first to offer a full issue's content downloadable through iTunes.