Mixmag's Circulation Collapses

Britain's longest running dance magazine Mixmag has experienced a dramatic drop in sales, according to the official circulation figures published this week, sliding from 91,944 to 60,070 copies per month over the last year (Music Week).

The latest figures will be particularly bad news for Mixmag's current editor Viv Craske, who took over the title in August 2002, promising to shake up the 12 year old title. Rival publications Ministry and 7 Magazine also disappeared during the same period, though Mixmag's falling sales suggest few if any of their readers switched to Mixmag.

They also presumably didn't bother picking up Muzik, who also continued to lose circulation, experiencing an 11% drop to just 36,089.

The struggling IPC title began its decline under the stewardship of NME's new editor Conor McNicholas, who ditched dance music last year, upon taking over the venerable rock title. Instantly launching a campaign to boost all guitar based bands with names beginning with 'The', McNicholas has succeeded in halting NME's near terminal circulation collapse, though has failed to match his new main rival Kerrang, who added 8,000 more copies to NME's 3,000 (taking Kerrang to 84,000 copies compared to NME's 73,000).
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