Mixmag readers are influential early adopters in club culture who are the first to recommend new music and trends. The typical Mixmag reader is 24 years old, 72% male and 28% female, living urban lifestyles in cities. These readers have a high disposable income that they spend on nights out, clothes, music downloads, and the latest mobile devices and MP3 players.

1. Market Research

3. The Credentials
• Q - THE UK’S BIGGEST MUSIC MAGAZINE
• Q is the ARBITER OF TASTE, standing for music of substance across all
platforms.
• Q’s INFLUENCE is unquestioned and its opinions are so TRUSTED that they
shape the views of artists and readers alike.
• Q’s ACCESS is REMARKABLE and UNRIVALLED – Paul Rees was granted
exclusive access to a week’s life on he road with The Boss - Bruce
Springsteen.
• Q’s audience is YOUNGER and more AFFLUENT than any other music
monthly.**
• 97%*** of readers rate Q as a QUALITY magazine. In research it
outperforms competitors on measures such as best interviews, writing
and AWARD WINNING photography.
male/female
68%/32%*
Median Age
29**
abc1 pro file
72%**
Readership
550,000**
Circulation
89,450*

4. The Q READER
Mark is 29 and lives in Leeds. He is a passionate music fan, as a lad he got into ‘proper
music’ in the mid-’90s, inspired by the rock ‘n’ roll swagger of Liam and Noel, Blur and the
Britpop scene. He’s in full-time employment but revelling in life without any dependents or
family responsibilities. Mark has high disposable income to spend on himself alone, being a
heavy consumer of music, buying up to 6 albums per month. He loves reading Q to discover
new music, as well as filling in the gaps in his back catalogue. New music forms part of his
social currency, so Mark is keen to know the new Mumford & Sons before they go
mainstream and uses this knowledge as influence within his friendship circle. Mark is highly
savvy to digital technology, a keen social networker and uses online services to enhance his
social life. He’ll regularly welcome his mates round to his for some Spotify DJ-ing and a few
beers as a warm-up for a big night out. An open-minded experience seeker, Mark loves the
live music experience, opting to go for a mixture of gigs, especially huge arena shows for the
likes of Kings Of Leon and Kasabian. He attends Leeds festival religiously annually and this
year he’s off to Benicassim in Spain for his mate’s stag weekend. Though a hugely passionate
music fan, this is not to the detriment of his other interests – film, gaming, sport, TV and
comedy.

5. Publishers

7. KEY STATS
• Male:74%Female26% Median
age:23Student42%
ABC1:68%Circulation:33,875Readership:325,0
00ABCeUnique Users: 5,342,246
• Readers have a strong relationship with NME
and completely trust the brand:-“I can trust
it”-“Its full of facts that we should all know
but don’t BUT we do now thanks to NME”-
“Honest no-holds barred reviews”.

8. The NME Reader
• Not surprisingly NME readers are completely
obsessed by music. Reader research has
demonstrated that they rely on the editorial and
theads to keep them up to date with new music.
This knowledge then makes them the authority in
music in their peer group.
• FILMSNME readers enjoy watching films, both in
the cinema and at home. They tend to buy a new
DVD every month (higher than the national
average).

9. Publishers

11. THE MISSION
Mojo is an educator, a living archive and a trusted source of musical
excellence. Mojo provides its audience with an authentic,
independent, and emotional connection to the music. Its also the last
word on what's good, for music that is timeless, and where to go
next. Mojo is loved by its readers, the music industry, and by
musicians alike, because it engages them on the subject they love the
most. Its basic editorial proposition every month consists of: A
definitive, book-like cover feature (i.e. you don't need to read a book
on the subject, you can just read Mojo to know everything). An
editorially themed cover mounted CD. A 30 page plus reviews section
known as Filter, which brings you the best in music that month. Mojo
goes in deeper than any other magazine and creates an experience
that is immersive, and that the readers can luxuriate in. From The
Beatles to Battles, and The Ramones to Radiohead. Classic, sitting
comfortably with cutting edge, and quality being the one constant

12. THE CREDENTIALS
• MOJO is the world’s largest UK music magazine, delivering a
monthly dose of world class journalism and iconic photography
to an audience of extremely passionate music consumers. If you’re
featured in MOJO, you matter.
• MOJO is the brand for those truly OBSESSED with music
• MOJO is THE MUSIC EXPERT – a magazine of high brand
values and integrity. A carefully crafted musical archive covering the
very best of music across genres. From classic and modern rock,
folk, soul, country to reggae, electronic and experimental. It prefers
to celebrate quality over popularity – music that will stand the test
of time.
• MOJO provides a “hand-made” experience in a mass market
environment, and as a result is a valued and trusted brand.
Circulation
91,678*
Readership
218,000**
abc1 profile
66%
Mean Age
37**

13. The MOJO READER
John is 37, a passionate and discerning music fan, long-time musician himself
and dedicated record collector. With his high disposable income, John loves
nothing more than sneaking off to the local independent record store to see
what’s in. John proudly invests in an extensive mixture of vinyl (classics and
rarities), CD’s, and carries a well stocked iPod that covers everything from
prog to nu-folk, Motown to 60’s garage, blues and psychedelia. John’s heroes
are Bowie and Jimmy Page, he has played the guitar since his school days and
gets together now and again for a jam with his muso pals. A heavy gig goer,
he also likes the more ‘boutique’ festival experience, having begun to
outgrow Glastonbury, he is now just as likely to head to a smaller scale shindig
such as Latitude or Green Man Festival. John and his partner occasionally like
to unwind at the weekend by packing the toddlers off to their grandparents
and inviting their friends around for dinner, whiskey and a rifle through his
record collection to unearth some hidden gems. Well read and media-savvy,
they chat into the small hours about music, books and films.

14. Publishers

17. The Mixmag reader
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 . Our demographic spans across young
budding bedroom DJs through to accomplished producers. 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 24 – 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.

18. Publisher History
The first issue was printed on 1 February 1983
as a black and white magazine published by
Disco Mix Club which is a DJ mail out service.