Mixmag is a British dance music magazine established in 1982 that is considered the world's largest selling magazine of its kind. It covers electronic dance music events and reviews music and clubs. The magazine is published monthly in London and has a circulation of about 20,000 copies. It also has international editions. Mixmag was the first magazine dedicated to dance music and remains the market leader. It is owned by Development Hell Ltd and targets readers with a median age of 26 who enjoy nights out and spending on music, clothes, and technology.

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, fromthe
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 reviewsmusic 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 advertiserwas a company
called Technics Panasonic. Nick Decosemo is the current editor. Since2009, the magazine has
a Brazilian edition, as a result of South American’sdance-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 recognisedmagazine. 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’sbiggest dance music and clubbing magazine’ makes it
appear to look more established, while the artist gives the reader a directmode 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 bottomhand of the contents page grabs the
reader’s attention as it isn’tin the main column and
also the reader would like to know more about the
free gift they have received.

2. 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 separatearticles 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, Erol Alkan, TomNeville, 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 readerscan
find out more about the music that has selected to be presented on the CD. The music
magazine also features reviews and the latestinformation on upcoming concerts, raves, and
new nightclub openingsand special events.
Who owns Mixmag?
Mixmag is owned by Development Hell Ltd. It is an independentmedia company that is based
in Islington, London. They currently only publish Mixmag, alongwith the music magazine’s very
own iPad app, website, TV channel, events, alongwith 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.