1. A Case Study of Mixmag
Mixmag is a British electronic dance and clubbing
magazine that is published in London, England. It is also
considered to be the world's biggest selling dance music
magazine, with an Audit Bureau of Circulations audited
circulation of approximately 20,000, from the 1st of
January 2011 to the 31st of December 2011. There is a new
issue every month and costs £4.20.
Being launched in 1982 in the United Kingdom, the
magazine covers dance events, and reviews music and
club nights. Mixmag was the world's first dance music
magazine and has been the market leader ever since. The
first issue was printed on 1 February 1983 as a 16-page
black-and-white magazine published by Disco Mix Club, a
DJ mail out service. The first cover was the American
music group Shalamar, the first editor DMC's Tony Prince
and the first advertiser was a company called Technics Panasonic. Nick Decosemo is the current
editor. Since 2009, the magazine has a Brazilian edition, as a result of South American’s dance-music
market growth. The magazine is currently owned by Development Hell Ltd.
For the front cover, the masthead is slightly covered by the featured artist who represents that is an
established and recognised magazine. The colour scheme has a lot of vibrant colours such as yellow
and white. It has a symmetrical layout also, that makes it look stylish and sophisticated. The skyline
‘The world’s biggest dance music and clubbing magazine’ makes it appear to look more established,
while the artist gives the reader a direct mode of address. The main part of the main sell-line is in
bold and followed by a brief description below in it in a regular font. There is also a cover mount of a
free CD included as well.
For the contents page, the issue number and date are
listed next to the contents title. The title can be seen to
be in a different font to everything else. The large main
image on the left will link to the cover feature. As for
each feature mentioned on the contents page, the first
bit of sentence is in bold. The background is a stylish
shade of black which makes the colourful images stand
out which is effective as it grabs the reader’s attention.
It only consists of one column and the page numbers
down the side of the column are in yellow so that it
stands out next to the subheadings, which are in white.
The puff for the free CD down on the bottom hand of
the contents page grabs the reader’s attention as it isn’t

2. in the main column and also the reader would like to know more about the free gift they have
received.
For a standard double page spread, the
title is in large and bold. There are
fourteen images on the spread which
make the magazine seem busy which
links in with the dance focus of the
magazine. As ‘Breezer’ is an alcoholic
drink it shows that the magazine is for
people who are over eighteen years
old. The puff in the yellow box links in
with the article and grabs the reader’s
attention. The tour dates on the right
hand side of the magazine add colour
and breaks up the page. The pink and
black colours make it easier for the reader to read. Most of the subheadings have a coloured
background which grabs the reader’s devotion and there are two separate articles instead of only
having one.
The Mixmag Target Audience Profile
The median age of a Mixmag reader is being 26 years old. The gender of Mixmag readers are 72%
male, and 28% female. They tend to be living in an urban area and are considered to be single. They
have a high disposable income and a high propensity to spend it on nights out, fashionable clothes,
the latest tunes, newest mobile phone and MP3 player. Nearly eighty per cent of Mixmag readers do
not read another music magazine and they spend little time watching television, especially at
weekends when they are out clubbing.
Current Content
In addition to the change in editorial tone, the more recent magazine editions feature a fashion
section, larger size and, according to the magazine improved production values. It carries a cover
mount mix CD each month by a different DJ or artist. These have included Deadmau5, Richie Hawtin,
Sven Väth, ErolAlkan, Tom Neville, Smokin' Jo, Ferry Corsten and DJ Touche. The Mixmag YouTube
channel also compliments the monthly magazine with interviews, tutorials and DJ sets. Information
about the CD is featured inside on the contents page so readers can find out more about the music
that has selected to be presented on the CD. The music magazine also features reviews and the
latest information on upcoming concerts, raves, and new nightclub openings and special events.
Who owns Mixmag?
Mixmag is owned by Development Hell Ltd. It is an independent media company that is based in
Islington, London. They currently only publish Mixmag, along with the music magazine’s very own
iPad app, website, TV channel, events, along with owning DontStayIn.com, which is considered to be
the world’s biggest clubbing social network. The board of Development Hell is chaired by Peter
Strong and comprises Managing Director Jerry Perkins, Editorial Director David Hepworth and
Finance Director David Joseph.