Wednesday, March 08, 2006

Lowest common denominator

Dance magazine Mixmag is to relaunch and get rid of its laddish image. Oh dear. With little or no dance scene, the gratuitous front covers of women in states of undress were probably the only thing helping to shift copies.

Emap must have sighed relief when they offloaded it last year to Mark Ellen and Dave Hepworth's Development Hell.

 Circulation-wise, Mixmag is in dire straits having gone down year after year falling from 106,111 copies in 2000 to just to 42,234 in the latest ABC. This even after IPC closed rival dance music title Musik.

Development Hell are planning a less laddish revamp with more fashion and travel content. It seems like an odd move for a title that's about dance music, when people on music forums are already complaining that Mixmag… is not a good source of news about dance.

"I don't regard Mixmag as being a good source of dance music information. They have way too many articles about lifestyle and fashion, and not enough on the actual music itself. You can find out far more about dance music on the net than you can through Mixmag," according to one punter.

Bets please on Mixmag making it until the end of the year. Posted by Picasa


At 10:50 AM, Anonymous Anonymous said...

Mixmag is actually a very good read if you are into the 'dance scene'.

One not to be knocked if you are looking to find where and when DJs that one follows are playing.

I would know this being in the target market, as opposed to......

At 10:53 AM, Blogger Gordon said...

...someone who isn't? Fair enough, but target market or no target market the sales figures tell their own story.


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