Receipt

“The previous site had been, according to interim chief marketing officer Kelly McGrath, very transactional and built on an assumption that people came to Fender.com already knowing what they wanted and were looking to buy directly.”

John Nathan Cordy, at 3:55 of “Are Fender OUT OF TOUCH With REAL Guitarists?” on John Nathan Cordy’s channel.

Around it

1. 3:45 So, iconic new website launching today designed to leverage a shifting market for
2. 3:51 musical instruments that's heading upscale, vintage and online.
3. 3:55 The previous site had been, according to interim chief marketing officer Kelly McGrath,
4. 4:01 very transactional and built on an assumption that people came to Fender.com
5. 4:06 already knowing what they wanted and were looking to buy directly.
6. 4:09 So this is kind of a little bit of a shift for them.
7. 4:12 That assumption was just that, an assumption McGrath told me in the interview.

In the paper

• The Creator Desk, week ending 9 October 2026