MixMag Case Study

Case Study by William Jones

First Published in February 1983Was 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.

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.

First issue of mixmag

A 2010 issue with

cover mount removed

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.

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.

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

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

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.

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

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.