Background information:Mixmag is a British electronic dance music and clubbing magazine. The company have styled themselves as being ‘ the world’s biggest selling dance music and clubbing magazine’. The company sell approximately 21,250 copies in a year ( January 1st 2010- 31st December 2010. The magazine covers a wide range of dance events, the music and reviews of the music and the clubs.
The original publishers of this were DMC Publishing. This then got sold to a company called EMAP Ltd. Later in 2003 Mixmag got bought by Development Hell and are now still own by them. This is an independent company. This company have since invested in restoring the magazines production values and extending its other media. For example the website, podcasting.Currently the company publish two monthly magazines and accompany their websites: The Word and Mixmag. The particular area that the both of these two magazine dominate in the industry is the music and clubbing sector.First copy was in February of 1983 a 16 page black and white magazine published by Disco Mix Club.Development Hell-Started in 2001 by David Hepworth and Jerry Perkins. In 2003 it launched The Word.The development hell ltd also bought ‘don’t stay in’ the worlds biggest social networking site which is based around clubbing with 430,000 members. The site encourages members to upload pictures of the events they have been too . This was created in 2003, and is active in the UK, USA, Spain, Ireland, Australia and France. This has 1 million visitors per month.http://www.developmenthell.co.uk/press/press_release_DSI.pdf
When house music began, the editor at the time ( DJ Dave Seaman) turned the short 16 page newsletter into a magazine covering all of the information about dance music and the culture.Later Mixmag released a series of CDs under the Mixmag Live heading.Following this the publishers Development Hell relaunched Mixmag in May 2006 with a revamped design. This design was more suited to the target audience.
The magazine is aimed at teenagers from the age of 18+. From looking at the website it says that their median age of a Mixmag reader is 24-27% male and 28% female.They believe most of their audience have a high disposable income.The magazine itself is quite expensive, therefore Mixmag reckons that most of its target audience ( 80%) don’t buy any other magazine.
Diagonal expansion is when one type of media expands into different types of media to be able to expand upon their own business. For example the image above show the website for Mixmag. This is one way the company have expanded diagonally. The website has got many links on it to their Facebook and twitter pages. This allows their audience direct access to these pages without the hassle of searching for the pages. On the website itself their aren’t any actual references to the magazine. However, Mixmag must believe that their usually target audience would now about the magazine.
The magazine first started of as print mediaThis then developed into the website and later followed by social networking allowing for the target audience to expand and for the company to become well known.PodcastsApps- The apps allows for their readers to keep on track with the latest news. The App itself keeps in with the modern house style of the website and also the magazine itself.
Mixmag has expanded diagonally. From the very first black and white print version to now being on social networking sites and having an App which allows the users to read the magazine on the App at their own convenience. By the company expanding it means that their audience is going to also expand as they will become a more well known company. By it using these types of social media and the use of new media technology it allows for anyone to be able to access the information.
Another way the company have expanded is to produce their own merchandise. This also means that they have become a brand themselves. The company sells t-shirts from all different events that have happened. The readers can also design their own t-shirts based on the events. Furthermore they also sell the front cover of each magazine which is on a canvas.
These are both links to Facebook and Twitter which I found on the right hand side of the homepage. This is available on both the English website and the Brazilian website. By the Brazilin version of Mixmag having a Facebook and Twitter page allows for the company to become known in different countries.
The twitter page offers basic information to its readers. For example advertisements are put onto here and also short phrases about what is happening with Mixmag at the moment. Currently, there are 53,146 followers. This is a huge amount of people following their twitter page. This shows that the company have large target audience. To the right hand side of the page there is a section called ‘recent image’ This displays the images that the magazine have recently used. From looking at this website there are many links to the different parts of Mixmag’s website. By Mixmag putting their logo and also their slogan on their twitter page it makes it firstly become more recognisable to its target audience and secondly, advertises the company even more.
Mixmag also have a Facebook page. This page is different to the twitter page although has got some of the same sort of information on it. There are 154,184 members of Facebook who have ‘liked’ this page. This is a much larger amount from when previously looking a twitter. The page itself has more detail than the twitter page and has advertisements on it. Some of these advertisements include headings for their magazine and stories behind them. The images at the top of the screen are all related to the magazine and would appeal to the target audience. This is linked back to their twitter page where these images are available as well. There is also links to their actual website which will direct them straight there. By looking at Facebook and twitter it shows that this brand is synergised as there are references to other aspects of the brand located on these websites.
Mixmag brought out a Brazilian version in 2009. This was brought out as a result of the South American’s dance music market growth. By the magazine being brought out in Brazil, this should attract a more global target audience because of the music there.This edition of the magazine have also organised promotional events for the music industry which will help it to expand and attract a larger target audience.
The Twitter page for the Brazil version of Mixmag doesn’t have as near as many followers as the previous one. Here there are 2,986 followers. Although the page itself has links to Facebook and the Mixmag website. This page just covers the basic information about the events happening.
This is the Facebook for Mixmag Brazil. From looking at this Facebook page, it has the same links on it as the English on does. However this one does have external links that are about the artists and merchandise of theirs.
From looking at the statistics of the amount of magazine sold within a year it have shown that the print media isn’t fading away for this magazine. One reason why it isn’t fading away is because it’s the biggest music and clubbing magazine and secondly because the magazine provides the readers with a wider range of information that the website does not offer.Although the websites and social networking sites do seems to be targeting a large number of the readers, most of these readers will still go out and buy the magazine because they are interested in the industry.
When doing my research, I looked through the magazine of the company itself and also the website. From looking at these two types of media, the company have clearly created a brand for itself. By the company expanding diagonally it allows for the company to become well- known therefore creating a larger target audience. I also believe that the company have created a brand for itself through creating their own merchandise. From creating their own merchandise it means that they company have also become well known. Secondly, the merchandise can also help to expanded the industry. Overall I do believe that Mixmag have created a brand for itself through the ways it has expanded and through how well known the company is to their target audience.
Just from looking at this magazine the readers will instantly be able to tell that its related to the music and clubbing industry. This is shown through the artists at the top of the page and also the main image illustrating people in one of their night clubs.
In addition to the front cover of the magazine the contents page also relates to this page. Here Mixmag have used an image of one of their 2011 stars. This was their main title. Here they are instantly targeting their target audience once again. The contents page it spread out over two pagesOn the right hand side of the page the description of each page is listed. On the main image itself there is some text and a page number. This allows the readers to go straight to this page if the image was appealing to them.Here the company have provided every Mixmag reader with a CD. This CD is featured with the theme of this magazine and also will appeal more to their readers. This CD features the tracks of the year 2011. This would appeal to the Mixmag readers as they will be aware of the artists on this CD.
Skyline:The skyline runs across the top of the page. For this magazine the skyline displays the month and year it was issued, the name of the magazine and also the title of the page itself which in this case is called ‘contents’.Plugs-These are short phrases which inform the audience of the content of the magazine.Sub Headings: The sub- headings of this magazine are under the categories of features, fashion, tunes and don’t stay in. The sub-headings have obviously been carefully picked so that each part of the magazine is what their target audience wants to know about. For example the sub- heading of tunes will be partially targeted to those members of the audience who are interested more in the music rather than the fashion side of it. ‘Don't’ stay in’ would be targeted at the monthly readers as this features the monthly clubbing plan. Main Image: This is the main image located on the contents page. Although there are a few other images this one stands out the most as its in the centre of the page. This image has used to emphasise the theme of the magazine which is music and clubbing. In addition to this under the number ‘82’ it says ‘Fashion: rave in style’. This indicates to the target audience that this is features later on in the magazine in the fashion section, making the reader want to read on to find out about this section.Further Features: These images shown are featured under the contents page. These images will attract the audiences attention. This makes the audience want to continue reading because they will be interested in the images below.The colours that mixmag have been using blue, black, purple, and white
This is the first feature page. Mixmag have only put a little bit of writing on this page as they want the images to be the centre of attention. The title of this feature page is the same as the front cover of the magazine. This means that this page needed to be informative to keep the readers attention.
This page has a simple layout and is very clear and easy to read. A time has been designed in ascending order to display the top 50 along with images of the album cover for the top 10. It tells the reader exactly what the top 50 albums were off 2011. This appeals to the target audience as the information is clear and simple, allowing for the target audience to just be able to look at the page a know exactly what they are instead of having the read through a whole article.
This page is laid out completely different to the previous pages. Here the audience see many images from many different clubs alongside these images is some text which is related to the different clubs that are featured on this page. From this page the audience can identify the top clubs of the year which is appealing to the audience.
This page is laid out in the same way as the previous pages. IT is again laid out in a table format making the information clear and easy to read. The top table on the page shows the audience the to 10 DJ's. Furthermore down the page are three other tables going from one to five. These tables include - top 5 breaks, through DJ's, Top 5 Performances, Top 5 Technology. All of these lists will appeal to different member of the target audience. The page itself is plain white. This makes the rest of the information on the page stand out.
Mixmag is the worlds biggest sellingdance music and clubbing magazine Alice Spuffard
Editor- Nick Decosemo Categories- Music/ Clubbing Magazine Frequency- Monthly Publisher- Development Hell Ltd Total Circulation- 21,250 First Issue- 1st February 1983 Country- United Kingdom Language- EnglishMixmag
Front CoverImages feature main artists as Mastheadopposed to a few as seen inprevious issues. From thefront cover of this magazineMixmag have allowed thepublic to establish their target Title basedaudience. on the images above. Cover line- The main article Main Image featured in the magazine Readers can instantly tell its related to music Pugs- The date and clubbing. of issue, website address and the price
Contents Page Subheadings Main Image- This picture has been used to emphasise the theme of this issue of the magazine.Synthetic Personalisation: Themagazine have addressed the readerdirectly. The word ‘your’ has been used.This will draw the target audience intoreading this mini description as theywill instantly be being addresseddirectly.
Contents Page Main Image Skyline PlugsSub Headings Further Features