new mixmag - what's it like?
- Thread starter james
- Start date
From the April 14 edition of Jonty Skrufff's excellent weekly email:
New 'Mature' Mixmag To Ditch Dinosaur DJs
Mixmag features editor Gavin Herlily chatted to Skrufff this week about the seminal dance music magazine's imminent relaunch under new owners Development Hell and revealed that the 15 year old title is going to be radically different.
"Under EMAP we were always chasing this younger reader which alienated all our older readers. The new magazine is all about having a Mixmag that older readers can enjoy as well as young people that are keen and interested in music," said Gavin.
"We're still covering lifestyle clubbing stories but with an older tone aiming at a more mature reader. There are longer features and more in-depth journalism and it doesn't look so 'teen mag' as before. It's more a magazine that the staff are proud of, we're prouder now than we've ever been."
Gavin said the new look magazine will also become increasingly focused on upcoming DJs and producers in future issues, moving away from the old guard of superstar DJs who have dominated clubland for so long.
"The problem with dance music is that DJs will go off the boil musically or artistically but there is a global club scene of promoters willing to maintain their presence long after they're past their sell-by date," he said.
"But now more than ever there's loads more stars and new acts coming through and I think it's up to the media to welcome new people. We'd rather write about exciting people with stories to tell rather than old dinosaur stars putting out albums that sound more like marketing plans than albums," he added.
The new Mixmag is out on April 20.
New 'Mature' Mixmag To Ditch Dinosaur DJs
Mixmag features editor Gavin Herlily chatted to Skrufff this week about the seminal dance music magazine's imminent relaunch under new owners Development Hell and revealed that the 15 year old title is going to be radically different.
"Under EMAP we were always chasing this younger reader which alienated all our older readers. The new magazine is all about having a Mixmag that older readers can enjoy as well as young people that are keen and interested in music," said Gavin.
"We're still covering lifestyle clubbing stories but with an older tone aiming at a more mature reader. There are longer features and more in-depth journalism and it doesn't look so 'teen mag' as before. It's more a magazine that the staff are proud of, we're prouder now than we've ever been."
Gavin said the new look magazine will also become increasingly focused on upcoming DJs and producers in future issues, moving away from the old guard of superstar DJs who have dominated clubland for so long.
"The problem with dance music is that DJs will go off the boil musically or artistically but there is a global club scene of promoters willing to maintain their presence long after they're past their sell-by date," he said.
"But now more than ever there's loads more stars and new acts coming through and I think it's up to the media to welcome new people. We'd rather write about exciting people with stories to tell rather than old dinosaur stars putting out albums that sound more like marketing plans than albums," he added.
The new Mixmag is out on April 20.
Paddy Eeziglow
Active Member
I 'read' it today- still a load of crap in my humble opinion. Not so mucha jazz mag indeed, but the writing in the articles is terrible and is more like a Sunday Sport piece of writing. I wouldn't have bothered myself. 
New editor says Mixmag must attract more than just teen clubbers
Thursday, 20 April 2006
By Alyson Fixter
The publishing company behind The Word magazine has unveiled a glossy, made-over Mixmag, aiming to drag the title out of its "teenage nutcase clubber" ghetto.
The magazine has been revamped specifically to appeal to more women and a wider age range than the previous incarnation, which Harrison said had been too focused on the teenage hard dance fan.
It was last relaunched by Emap in 2004, when the publisher did away with the post of editor, and staff were reportedly told to make the title the "Daily Star of clubbing".
http://www.pressgazette.co.uk/article/200406/new_editor_says_mixmag_must_attract_more_than_just_teen_clubbers
Thursday, 20 April 2006
By Alyson Fixter
The publishing company behind The Word magazine has unveiled a glossy, made-over Mixmag, aiming to drag the title out of its "teenage nutcase clubber" ghetto.
The magazine has been revamped specifically to appeal to more women and a wider age range than the previous incarnation, which Harrison said had been too focused on the teenage hard dance fan.
It was last relaunched by Emap in 2004, when the publisher did away with the post of editor, and staff were reportedly told to make the title the "Daily Star of clubbing".
http://www.pressgazette.co.uk/article/200406/new_editor_says_mixmag_must_attract_more_than_just_teen_clubbers
Pete Tong message board discussion about the new mag:
http://www2.petetong.com/board/viewtopic.php?t=4692&postdays=0&postorder=asc&start=0&sid=18dc87a603e0219b0a254a64de8bc0be
http://www2.petetong.com/board/viewtopic.php?t=4692&postdays=0&postorder=asc&start=0&sid=18dc87a603e0219b0a254a64de8bc0be
I like it. Its definitely improved
But the Richie Hawtin CD.... sorry but I STILL DONT GET MINIMAL!!!!
Well, not that type of minimal, I like the stuff they play at Secretsundaze / DC-10 etc, but that CD just didnt do it for me. Will give it another go though because it may grow on me.
But the Richie Hawtin CD.... sorry but I STILL DONT GET MINIMAL!!!!
Well, not that type of minimal, I like the stuff they play at Secretsundaze / DC-10 etc, but that CD just didnt do it for me. Will give it another go though because it may grow on me.