Who reads the title?
Our core readers are 18- to 25-year-olds who are either DJs, producers, promoters or musicians themselves, or just young people with an interest in clubbing, music and fashion. But we also have a number of older readers whose lives were once deeply touched by acid house and dance music.
Why the changes?
Since Mixmag was acquired by independent publishers Development Hell, we have redesigned the magazine completely. Its previous owners had taken the title very down-market, chasing the 'lad mag' dollar. It didn't work and the magazine became very tawdry. We have restored Mixmag's credibility as a serious music title.
What changes have you made?
Club and street style and fashion is as important in the mix as the music. We've started to cover live dance shows. We've also relaunched Mixmag.net. We are currently exploring other brand extensions such as Mixmag tours and Mixmag TV.
What are you looking for from PROs?
Anything cool, quirky or interesting that relates to dance and electronic music or club and DJ culture.
How can they ensure they grab your attention?
Informative, easy-to-read press releases - bullet points please, no extravagant visuals that clog up our mail system. Genuine story angles (rather than 'please come and write about our festival'). Demonstrating a genuine knowledge of the magazine and of club culture. Free holidays.
When should PROs contact you?
We're a monthly title so our press week is the last or second-to-last week of most months. But, to be honest, with our ongoing online commitments, tours, TV and PR duties, every day is deadline day, so just dive in whenever.
News/online editor Nick Stevenson
Features editor Duncan Dick