MixMag is a dance music magazine launched in 1983 that focuses on club culture. It began with a focus on disco and dance music but expanded to cover clubbing as that genre grew in popularity. While branching out, the magazine has stayed true to electronic music genres over its 30-year history. It maintains a consistent brand identity across issues through elements like a recurring skyline on the cover, a cover mount CD, and vibrant color schemes. The target audience is typically younger people between 16-30 interested in dance music and clubbing.

1. Case Study by William Jones

2.  First Published in February 1983
 Was originally intended for disco and
dance music only but branched out into
clubbing when that came more into
fashion.
 The magazine still stays true though and
has not changed genre at all in its 30
year lifespan.

3.  Mixmag launched the first legal DJ mix
tapes, originally called the ‘MixMag Live
Series.’
 It sells at £4.20 each issue.
 It’s the worlds best selling music
magazine of that genre.

4. First issue of mixmag

5. A 2010 issue with
cover mount removed

6.  Mainly 16-30 year olds.
 Approximately 72% are male and 28% are
female.
 They are likely still in full time education or
starting their first few jobs.
 They would likely fall into the classes of C1,
C2 and D.

7.  Even though they are not making much
money themselves, they have been known to
be people who will always have the latest
Smartphone or like going out with friends.
 They have also been known to be very loyal
fans as approx. 80% of they do not read
another music magazine.

8.  MixMag is distributed by Development
Hell.
 They distribute the Magazine, along
with the MixMag app, mixmag.net,
MixMag TV, MixMag Events and a social
network for the clubbing,
dontstayin.com

9.  To preserve brand identity each issue
will use some constantly reoccurring
features:
 Same Skyline.
 Cover mount.
 Small FAP in top corner.
 Loud colour schemes.

10.  MixMag covers have a skyline in the
same place, size and font each issue.
 It reads ‘The world’s biggest dance
music and clubbing magazine.’
 This is to attract a wider audience as it
shows they are a quality product.

11.  Staying with tradition, each issue of mixmag
has a cover mount dominating the front
cover.
 This is to appeal to a wider audience on the
thought they’re getting something for free.
 They can be of up-and-coming artists of
already famous musicians.
 The cover picture is altered to allow for the
large cover mount

12.  Ever since the magazine started to be
produced in colour, MixMag stayed with
a very bright and bold colour scheme.
 This has become part of their brand
identity.
 It is to reflect the upbeat style of the
tracks, the happy vibe of club culture
and the youth of the dance audience.