Indie rock is where the money's at

Business Week on ‘Indie Music’s Hipster Heaven’: Pitchfork advertising ‘pulls in at least $5 million a year’… Pitchfork.tv, like the Web site, is intended to make money. These days, advertisers aplenty drool over Pitchforks 18-to-34-year-old demographic. Although many Pitchfork users have a hipsters disdain for the mainstream and for big corporations, the company has no qualms about selling space to the likes of Toyota Motor and American Apparel (APP). Its only rule is that ads cannot distract readers with pop-ups, sound, or interactivity. Net ad consultants estimate the site pulls in at least $5 million a year. Kaskie says only that revenue has grown by an explosive 70% each of the past four years. On Pitchforks 1-to-10 scale, that performance would merit a 9.5.