Mixmag gets new look to boost sale

Mixmag, Emap’s dance music and clubbing title, has unveiled a new look within weeks of its editor’s job being axed.

The June issue has a “cleaner, more stylish” design as well as a number of new sections. The VIP section in the opening pages highlights the biggest events in clubland, featuring people, DJ sets and new faces. “Top Gear” includes ideas on how to spend money when not clubbing, focusing on fashion, DJ kits, games and gadgets.

Existing sections such as “The Weekend Starts Here: the UK’s biggest and best guide to clubbing” and “Tunes: the essential rundown of the hottest albums and tunes of the month”, have also been revamped.

Editor Viv Craske was told his job was being cut last month, along with several other senior posts on Emap music titles – including that of group art director Paul Kurjeza, who led the Mixmag redesign.

Emap hopes the revamp will reverse the decline and improve sales, which fell 16.5 per cent in the latest ABCs.

Editorial director Pauline Haldane, who is now in charge of the day-to-day running of the magazine, 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, Mixmag has closed the gap between the reader, the club nights and the clubs and people they shell out for.

“It 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,” she added.

By Ruth Addicott

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