Case Study


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Case Study

  1. 1. Case Study
  2. 2. - First issue was printed in February 1983 as a 16page black and white magazine, intended asa newsletter for DJs- With the rise of house music, editor/DJ DavidSeaman turned the newsletter into a magazinewhich covered all dance music and clubculture- Focused on acid house and rave culturewithin the mid 1990s, then started to focus onthe rise of superstar DJs and Ibiza
  3. 3. The mid 1990‟s saw Mixmag tendingIn the late 1980‟s Mixmag focused to focus on rave/acidon house music/early dance music house/electronic dance music culture
  4. 4. - Nowadays the mag tends to focus on all electronicdance music and aspects of club culture- Has always included cover mount in the form of a CDby a different DJ or artist- Was sold from DMC publishing in mid nineties to EMAPLtd, and was then bought by Development Hell Ltd in2005- Development Hell relaunched the magazine in 2006with a new, revamped design- Sales have risen and fallen throughout the years; thecirculation for the year 2011 was approximately 20,000- In 2009 the magazine launched a Brazilian edition
  5. 5. - Costs £4.50- Released monthly- Calls itself “the world‟s biggest selling dance music andclubbing magazine”- Has its own website, and, as stated earlier, a Brazilianversion of the magazine- The pages of the magazine present a combination ofboth images and text, with articles themselves tending toappear text heavy. Nevertheless, the magazine is keptinteresting through a use of funky futuristic fonts andbright colours and images which capture the essence ofclubbing-The mode of address used is also friendly and colloquialappealing to the reader and signalling genre (i.e. “bigtunes”, “club radar”, “party”, “glam”)
  6. 6. Here we can see that thepages appear text heavy yetmanage to stay interestingthrough a use of vibrantcolours and fonts...
  7. 7. • Aged around 26 (26 = median age)• 72% male, 28% female• Single, with a high disposable income• First to recommend new songs or fashion trends to their friends• They are trendy, unique, urban individuals who are just as in touch with technology as they are with music• Tend to spend money on nights out with their mates, on on-trend clothes, music (i.e. vinyl, albums, etc), technology (such as the latest mobile phone/ipod, sound systems, DJ decks, etc)
  8. 8. • Album and single reviews, rave/festival reviews, interviews with artists, a technology section, fashion section, letter page, articles on issues regarding the genre and gig/festival/rave listings are commonly found in Mixmag• Artists that commonly feature are: Benga, Rusko, Jack Beats, Calvin Harris, Fat Boy Slim, Carl Cox, Skream, Kissy Sell Out• The Magazine ALWAYS has a cover mount CD, showing just how seriously its readers take their music
  9. 9. • The magazine always has a vibrant colour scheme, making it grab attention easily• Throughout the magazine text and images tend to be set out in column/row format giving Mixmag a sophisticated, mature feel• The style of the magazine tends to be set out in columns and rows, with repeated fonts and a spacious layout and the magazine has headers featuring throughout – all these factors help maintain a clear brand identity• Features different, vibrantly coloured texts and unique and kooky fonts; the magazine is quite text-heavy. Therefore this would keep the reader interested, whilst also creating an edgy, club/rave feel• The front cover of Mixmag always looks extremely similar with its layout; the main sell line is placed in the middle or top left, with smaller sell lines placed in columns going down on the left and right hand side. The images seem to be of a single artist or model and so it creates brand identity for Mixmag as they either seem to be a DJ in front of a basic background or a model presented in a provocative way.
  10. 10. Bright colours such asyellow, white and bluecreate a party/club feelto the magazineThe sell lines relate to thegenre of dance musicand are organized incolumnsThe front cover is stylishand simplistic; all it has isone main image andtext rather than lotsgoing on at the sametime, creating a sense ofsophistication andmaturity
  11. 11. • The mode of address commonly used by Mixmag is friendly, trendy and colloquial• It features words that the target audience would know of and use, signalling the young audience of twenty-somethings• The mode of address will attract the audience; they will be able to relate to the magazine and will feel as if they have a connection to it
  12. 12. Features words andadjectives which willexcite the audienceand make themanticipated Intertextuality is used creating a humorous feel to the magazine - the audience will feel clever that they can recognise this
  13. 13. Examples of mode of address include:• “meet the young things that run tings!”• “with our lass in the grass”• “glam, bam, thank you ma‟ Alison built her wonderland”• “clubland”• “california screaming”• “every raver should read”• “Britain‟s club scene is still killing it”• “..brew of booty bass, gutter house and weirdo techno”
  14. 14. • Mixmag was originally published by DMC Publishing, was then sold to EMAP Ltd, but is now owned by Development Hell Ltd• Development Hell is an independent media company based in Islington, London• As well as publishing Mixmag, Development Hell also publish the Mixmag iPad app, the website, Mixmag TV, Mixmag Events and (“the worlds biggest clubbing social network”)• Development Hell have also provided consultancy for some of the biggest publishers in Britain and have produced tour brochures„ for chart topping, international artists.
  15. 15. Being owned by Development Hell benefits Mixmag in the following ways...• It owns „‟, the world‟s largest clubbing social network, which gives them easy access to clubbers to find out what they want from a magazine and what the current trends are. This allows them to produce a dance mag that is current and relevant for its audience.• It is an independent company, so it is fresh, edgy and cool.• It focuses solely on dance and clubbing material without branching out elsewhere. This means they are likely to be experts within this field.• They are on top of embracing technological change to maximise e-media and cross media synergy.