Emap Revamps Mixmag To Boost Flagging Circulation
Emap Performance’s flagship dance music magazine, Mixmag, is to receive an extensive overhaul in time for its June issue, as part of a concerted effort to revive the title’s flagging circulation.
The relaunch will see Mixmag receive a cleaner, more stylish image, a number of new sections and a series of revamped regular features. The move follows research into how readers across the country view the magazine.
The revamp has been overseen by the magazine’s editorial director, Pauline Haldane, while the new look has been concocted by Paul Kurjeza and his art team to create a cooler feel designed to appeal to the magazines core 18 to 24 year-old fashion-conscious readership.
Commenting on the revamped issue, Haldane said: “With the new Mixmag we’ve created a world where DJs and clubbers rub together and exchange creative juices in a glamorous, sexy environment. As a result, all-new Mixmag has closed the gap between the reader, the club nights and the clubs and people they shell out for.”
She added: “The all-new Mixmag has a real sense of reader involvement including reader reviews in our new clubbing listings. It’s stylish but inclusive, and has gone down a storm in research.”
Mixmag has been under pressure recently with circulation dropping by 16.5% year on year to just over the 50,000 mark. The gradual decline of dance music in the charts has hit a number of titles and IPC Ignite was recently forced to close its monthly Muzik magazine following falling advertising and copy sale revenues at the title (see IPC Ignite Pulls The Plug On Muzik Magazine).
Last month Emap closed its long running style bible The Face following disappointing sales and the failure of a suitable buyer for the brand to come forward. The company has also been shedding jobs recently, with positions being axed across its radio and music magazine business as part of an ongoing strategy designed to increase profit margins (see Emap Performance Restructures To Cut Costs).
Emap: 01733 568 900 www.emap.co.uk
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