1. Mixmag is a British electronic
dance and clubbing magazine, published in London, England. It
styles itself as "the world's biggest selling dance music
magazine", with a circulation of approximately 20,000 (1 January
2011 – 31 December 2011).[Launched in 1982 in the United
Kingdom, the magazine covers dance events, and reviews music
and club nights

2. • The first issue was printed on 1 February 1983 as a 16-
page black-and-white magazine published by Disco Mix
Club, a DJ mailout service.
• When house music began, editor and DJ Dave
Seaman turned the magazine from a newsletter for DJs
to a magazine covering all dance music and club
culture. It covered acid house, the
subsequent rave era, the rise of superstar DJs and Ibiza.
• The magazine claims to have coined the
terms superclub and trip hop and to have launched the
first legal DJ mix tapes, the Mixmag Live
series. Later Mixmag, in association with its original
publishing company, DMC Publishing, released a series
of CDs under the "Mixmag Live" heading.

4. • Reached a circulation of up to 70,000 copies during the
height of the popularity of acid house, was later sold
to EMAP Ltd. in the mid-1990s, and then bought
by Development Hell, the company that also owns The
Word music magazine, in 2005.
• In an attempt to reach a larger readership, Development
Hell relaunched the magazine in May 2006 with a revamped
design. Editor Andrew Harrison said the magazine had
focused on “a young clubber, a very committed hardcore
nutter clubber and we thought that wasn't necessarily the
right way to go. Mixmag is now a magazine for the entire
world of dance music, whether you like hard boshing music
that's quite druggy, or chill out music, or you're someone
like me who likes to keep in touch with the music but has
grown out of clubbing. This idea that dance music is a kind
of minority interest, a bit like ska, is wrong."
• In 2001, the magazine teamed up with Virgin Records to
release a double album titled B!g Tunes. The album included
forty-two dance songs selected "the best" by the magazine.

6. • Other changes were made in aattempt to
increase circulation. In addition to the change
in editorial tone, the relaunched magazine
features a fashion section, larger size
and, according to the magazine improved
production values.
• It carries a covermount mix CD each month
by a different DJ or artist, such
as Deadmau5, Richie Hawtin, and DJ Touche.
• Since 2009, the brand has a Brazilian
edition, as a result of South American's
dance-music market growth.

8. Mixmag Reader Profile
• Mixmag readers are the opinion formers and leaders in clubbing.
They are the ones who make the happening music happen and
the cool products cool within their peer group.
•
They are the first to recommend a new tune and the first on a new
fashion trend. They're at that new cool club very early and they
move on before it starts to go cold . They're the best informed
about top DJs and upcoming tunes, and they just have to have the
latest mobile (even if their current one is less than six months old).
They're the biggest downloaders of music in the UK.
•
The median age of a Mixmag reader is 26 - 72% male, 28% female
- and they tend to be urban and single. They have a high
disposable income and a high propensity to spend it on:
· Nights out
· Clothes
· Tunes
· The latest mobile and MP3 player
Nearly 80% do not read another music magazine and they spend
little time watching TV, especially at weekends.

10. There are a number of websites related to mixmag
where fans can interact with each other, with the
magazine, listen to music etc.
• http://www.mixmag.net/
•
• https://soundcloud.com/mixmag-1
•
• https://twitter.com/Mixmag
•
• https://en-gb.facebook.com/MixmagMagazine
•
• http://www.mixcloud.com/Mixmag/

11. Masthead
The masthead is the main attraction of the magazine as for the colour and font style used.
‘Mixmag’ could be referred to as an informal type of magazine, suggesting the house style
is aimed at a teenage target audience.
Lead Article
‘Is she ready for the biggest job in dance music?’
this rhetorical question involves the
audience, asking them to read the magazine in
order to retrieve the answer. Words ‘biggest job’
and ‘dance music’ appear thicker and darker
than in the standard version as the editors want
them to stand out. This triumph over tragedy tells
a real-life story in which the subject overcomes
difficult personal circumstances.
Cover Price
The price paid by the reader who buys a
magazine from a retail
Main Image
Annie Mac features the lead image of the front
cover of ‘mixmag’. She is a well-known dj from
radio 1 which encapsulates her attitude and
representational codes of the artist; she is
heavily stylised to appeal to the VALs of the
target audience. Readers can relate her work
from radio 1 to the magazine which may
encourage others into purchasing it. The stylist
used to edit Annie Mac’s image for the photo
shoot used their own perception on how she is
perceived by others and what would be suitable
to match her personality trait for the readers. In
addition, the lead image is positioned so that
other features of the magazine can fit around
the photograph. Annie Mac creates the image to
be more powerful as there is eye contact
between the artist and the readers, this image
chosen will have been chosen for a reason; it
also links to the lead article; in addition it links to
the artist’s star persona and what they have
been doing lately.
The contrast of colours compliment the font
styles and house style of the magazine. Bright
colours represent youth which is what the
‘Mixmag’ is targeted at.
Skyline
The skyline runs across the top of the
page and calls out to the readers about
some special attraction. For ‘mixmag’ the
special attraction is the magazine being
‘the world’s biggest dance music and
clubbing magazine’. This statement
The Left Third
‘Mixmag’s’ left third includes the important
information such as the articles featured in
the magazine; ‘Dizzee tears up Ibiza rocks’ is
used by the journalist to give the audience a
sense of current affairs from the use of
language. This type of language can appeal
to the target audience as it is informal. An
upper case font is used to attract readers as
upper case is used to express a firm
statement. ‘Win! An Ibiza closing trip’
represents an advertisement or special
feature as readers may be more interested in
purchasing the magazine if it is beneficial to
them.
Cover Lines
Words such as ‘plus’ create the magazine
to be more fulfilling than others; it creates
the idea that ‘Mixmag’ has more to offer
than other music magazines. The artists
listed have been picked specifically to
attract the target audience with.