2 minutes with: Pauline Haldane Editorial director, Mixmag

You’ve just expanded. What’s new? We have expanded our clubbing section to include more news and info on DJs, nights and what readers think of the clubs, as well as the usual listings and reviews. We have expanded Tunes to give more room for mini interviews with everyone we want to big up. We have also added a product section with reviews of everything from fashion to DJ kit, games and gadgets.

Why should PROs place products?

One company that did an on-page deal with us received over 100 orders for a pair of trousers at £250 a pair from one small mention. When they spot something cool, our readers act.

How do you approach product reviews?

We use reader and celebrity reviews in conjunction with our own. This month we have Neneh Cherry reviewing mobile phones and Nic Fanciulli (a new BBC Radio 1 signing) reviewing his favourite piece of DJ kit.

What should PROs send you?

Goods to give to DJs who win our Tower Of Power (this month we gave a case of Corona to DJ Hell), as well as any piece of shiny loveliness that could go on our gadget pages. And anything we can eat or drink – it’ll make it into our What We Did This Month section at the start of the mag.

What makes a really good story?

Anything with a hook to clubbing and clubbers – the early adopters.

What types of marketers should be interested in clubbers?

Anyone who’s interested in 18 to 24-year-olds who regularly spend £50 to £100 on their night out. They love clothes, tunes, gadgets, games and movies – but most of all, going out.

Any multi-platform opportunities?

We are currently updating website www.mixmag.net. We do Big Tunes emails to readers who have signed up to the free service.

How do you like to receive info?

Any old way. Phone, email or snail mail. Hiding press releases in vast crates of beer is also an option.

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