MEDIA: 'Radical' editorial revamp for Muzik

Muzik magazine, the 44,200-selling IPC Ignite! clubbing and dance

music monthly, is to relaunch early in 2002 to target men in their

twenties.



The new focus reflects Muzik's position as a distant third to Emap

Performance's market leader, Mixmag, which has an ABC of 100,400, and

Ministry of Sound's Ministry, with 75,200.



'We will never be able to do the big numbers that Mixmag does,' editor

Conor McNicholas admitted.



Instead, Muzik will position itself as the serious voice of the sector,

like 'a dance music Q (magazine)', he said.



Muzik's club lifestyle content will take second place to articles about,

and reviews of, the music itself.



Editorial on topics such as fashion and hi-fi equipment will also be

added.



The new-look Muzik will be comprehensively redesigned in a 'root and

branch' change, McNicholas said.



'We will speak (to readers) in a mature and grown-up way. It is a

radical shift. The name will stay, but the logo may not.



'It will feel like a very aspirational magazine but the key is not to

make it cliquey,' he added.



The core reader, who McNicholas described as 'the dance music

trainspotter who is very cool with it', will be retained, he said.



But readers who listen to the music but do not tend to visit clubs are

the real target. 'By improving the product we will get more of them,' he

said.



The move has also been prompted by what McNicholas sees as a

fragmentation of the sector.



'Eighteen months ago there used to be a perception of a mass-market

clubber.



You could not have put a cigarette paper between Mixmag, Ministry and

Muzik,' he said.



The Muzik relaunch has no connection with IPC's proposed youth music

magazine launch, also scheduled for next year, the publisher insisted.



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