Analysis of Mixmag Cover

In terms of media language this issue of Mixmag is a good example. The chosen house style is bright and attention grabbing reflecting the new acts that the magazine is introducing. You can recognise it as a dance/DJ magazine as it is much more light hearted and fun than other genres as it is linked with the dance and club scene also the styling of the people in the main image reflects this as well. The mag speaks to the audience by the cover image, the artists are recognisable within the genre, the shot used is low angle making the audience see them as something to aspire to be. The sell lines present us with an inviting narrative, for example 'NYC'S CLUBBING REVIVAL' has appeal because the magazine is based in Britain, the audience is given and almost exclusive insight in to such an iconic place as New York. Also we have the conventional banner at the top of the cover, this advertises a free CD, its puff and works in synergy with the artist 'WARHOUSE PROJECT' as it will increase sales of the magazine but at the same time promote the artist, however this has emphasis on the importance of genre, Mixmag has a niche audience, therefore the advert would be irrelevant for someone who couldn't identify with this genre of music.


In terms of institution Mixmag was founded in 1983 and is the biggest selling dance music magazine in the world. After a few other publishers, today it is published by Development Hell. 'Among the Development Hell team are some of the most experienced and respected operators in British magazines' this is from the Development Hell website, the idea of being 'respected' and 'esperienced' is reflected in Mixmag, as it is monthly so, Development Hell are striving for quality over quantity. Mixmag's ideology is apparent after researching their publisher. I can see that their aim is to present readers with a range of dance music, although current it reaches out to all areas of dance music and presents it as a prestigious genre that is not just for a young minority, this is echoed in the cover as the straplines contain written codes, for example 'clubbing revival' is aimed at an older audience, whereas 'underage club nights' is evidently for youngsters.

Mixmag appears to have a varied audience, on their website it says:
Mixmag readers are the opinion formers and leaders in clubbing. They are the ones who make the happening music happen and the cool products cool within their peer group.
"They are the first to recommend a new tune and the first on a new fashion trend. They’re at that new cool club very early and they move on before it starts to go cold . They’re the best informed about top DJs and upcoming tunes, and they just have to have the latest mobile (even if their current one is less than six months old). They’re the biggest downloaders of music in the UK.
The median age of a Mixmag reader is 26 – 72% male, 28% female – and they tend to be urban and single.
They have a high disposable income and a high propensity to spend it on:

Nights out

Clothes

Tunes

The latest mobile and MP3 player Nearly 80% do not read another music magazine and they spend little time watching TV, especially at weekends."

(from the mixmag website)



As far as representation goes, Mixmag wants their music genre (dance) to appear fun, it is a positive representation however, I think the brand image uses a niche audience to its advantage by alienating readers who don't particularly follow the genre exclusively.