This contents page from Mixmag magazine follows conventions of layout but also breaks some conventions. It has a main image and list-style contents but the title "Contents" is not bold. The images draw in readers by creating anticipation and reminding them of music experiences. The layout and design maintain Mixmag's brand identity while also showing an edgy and unconventional side to appeal to their audience.

1. This contents page, from Mixmag music magazine, follows
general and layout conventions effectively; the textual
content is in list/column form, there is a main image on
the top half of the page and there is also more than one
image – three general and layout conventions, all of
which are used in contents pages of most magazines. The
mise-en-scene also helps create Mixmag‟s brand identity;
it looks similar to many of Mixmag‟s other contents pages.
Although it follows many conventions of contents pages,
it also breaks quite a few – the title „Contents‟ located on
the top right hand side of the page isn‟t very bold and
significant. Unlike Mixmag‟s masthead on it‟s front covers,
it almost blends in, as we wouldn‟t notice it without the

2. black background behind it. This therefore breaks
conventions of music magazines, as in other magazines
such as Top Of The Pops and NME there is almost always a
bold „Contents‟ written around the top of the page.
However, in magazines, if the title isn‟t placed at the top
of the contents page, it tends to be placed on the top
left or right hand side and so, in some ways it follows
contentions. It doesn‟t feature a main headline/sell-line
on it however, which is also unconventional, and instead
all we see is a bold “109” in a funky font underneath the
main image. This suggests that Mixmag isn‟t afraid to
stand out and be unique, whilst also hinting to the
audience that the main story they will want to read will be
on page 109 without giving away too much or using
cheesy headlines/sell-lines.
We only see two images feature on the contents page,
which is usually full of images and looks very
hectic/complex – this contents page links with the front
cover in the sense that it too has a simplistic layout
compared to other contents pages. The main image is
really vibrant and refreshing, and makes the contents
page look interesting (if you removed the main image the
contents page would look basic and bare) as we see a
girl dancing in a bikini top in the middle of a club/rave
atmosphere. Her blonde hair is mid-air and looks slightly
wild, and it is clear to the audience it is not a model
posing as the image feels as if it was „caught in the
moment‟ making the reader feel as if they too are in a
club/rave atmosphere – they image may also remind
them of nights out they‟ve had and so they may also

3. reminisce. The girl dancing also looks really caught up in
the moment, and this makes the magazine feel much
more edgy and urban. Although the girl is in provocative
clothing, she isn‟t presented overly sexually, which is unlike
Mixmag as they tend to present women in a more
sexual/seductive manner. The male reader may still find
her attractive, however, she isn‟t simply there to be
something the male audience can look at and objectify;
she is there to make the magazine feel more fun and to
remind the reader of raves and clubs they have been to
and why they love dance music so much. She also
doesn‟t make direct address with the audience, creating
a sense of mystery which may make the reader curious to
find out what is on page 109. The other image which
features on the page is extremely unconventional as it
shows a band with five members; a few of which are
holding guitars. This is a common image which would
feature in magazines such as NME and Kerrang! however,
guitars are never usually featured in Mixmag as that is
rock iconography – Mixmag focuses solely on dance
music. This is extremely unconventional and so, as said
before, may reflect how Mixmag isn‟t afraid to break
boundaries and conventions (it wants to stand out). There
is also no other genre specific iconography on the cover
which could confuse new readers as to whether Mixmag
is a dance magazine or rock magazine, however, it does
reflect the loyal readers Mixmag has as if they thought it
would make them second guess the genre of the
magazine they probably wouldn‟t have put this image in
there (the loyal readers Mixmag have wouldn‟t question
it). The layout is also key for the main image as it is the first

4. thing the reader will see, due to its placement on the left
hand side of the page. These images – especially the
main image – will draw in the reader as, stated earlier,
they create a sense of anticipation and mystery, like a
sell-line on a front cover, the reader will want to know the
back story behind the image. They will also remind the
reader of their favourite artists and memories on nights out
etc.
The list of contents follows the format of Mixmag as a
magazine; the textual content is laid out in columns on
the cover and throughout the magazine. There is a long
column/list going down the right hand side and across the
bottom we see smaller columns. The text on the contents
page is also very light and spacious, so it doesn‟t
intimidate the reader who may be put off by lots of text
within the magazine. They don‟t tend to be very
organised in terms of topics, and tend to just have the
main article titles with a small piece of text explaining the
article underneath. The articles inside are presented to
the audience in a really serious way; the text under the
article title hints about the article whilst not giving too
much away. It suggests the reader is very spare of the
moment; although they like to be organised and have
some sort of structure in their life, they like to be
spontaneous and impulsive sometimes. Mode of address
also helps to spark the readers interest in the articles, such
as “the club live acts you must see” (underneath „live and
direct‟). The reader will feel that it is imperative to turn to
the article otherwise they may miss out on something
which they need to know. The information under articles

5. such as „Survive you euro rave‟ (“Avoid jail, brothels and
Scooter on your clubbing trip abroad with our survival
guide”) is very ambiguous and wacky (making the reader
curious) but also refers to dance artists/genre terms they
will know such as “scooter” (Scooter is a techno artist who
had a hit in the early 2000‟s which was very cheesy).
Some page numbers such as 109 and 38 are also written
in different font to the others signifying that these are key
articles that the reader needs to take in. The text that the
content is presented in is very plain, black serif text which
isn‟t really fun or vibrant at all. This may be reflective of the
fact that the readership knows how to have fun but takes
music seriously.
The layout also follows Mixmag‟s own conventions; it has a
main image on the left hand side and column on the right
hand side going down, with a horizontal column going
across the bottom. It maintains brand identity as it has the
same layout every issue, and the main image also shows
a girl in the midst of a club/rave environment – this is a
common image (a person in a club/rave environment) on
the contents page. It follows the front cover in its
sophisticated yet simple layout; the reader knows where
to look to find what they want. It is spacious looking and
easy/clear to read, even though the font is little. As there
aren‟t many images featured the layout doesn‟t look very
tacky or complex, and so in ways it the layout helps to
maintain Mixmag‟s brand identity and theme.
The contents page is nowhere near as colourful as the
front cover usually is and looks much more basic
compared to it. It features mostly white, black and yellow

6. as a colour scheme and it doesn‟t seem very vibrant.
However, the colour scheme reflects the male readership
and makes the magazine seem much more serious than it
would with a bright colour scheme for the contents page.
Although it looks slightly bland, it also helps to make the
contents page look more spacious therefore the
information is easier to digest for the reader. As stated
before, these colours reflect the serious side to the
reader‟s love of dance music, showing that although they
like to go out and have fun they are passionate about
dance music and take this passion seriously.
In conclusion this contents page from Mixmag maintains
and creates their brand identity and also reflects
readership within the magazine through things such as
font, typeface and colour scheme.