Monthly Archives: April 2008

Mixmag print mag doing well – by keeping it real niche

The Guardian reports that DJ bible Mixmag is doing well (40k circulation) after going back to its pre-EMAP strategy of being a genuinely valuable resource for DJs. No more dancing girls in fluffy bras, it says. The site also supports the print mag in allowing readers to download around 90 per cent of the music covered in print.

BBC iPlayer on PS3?

As ever with things on the web, it looks like someone has taken matters into their own hands and made a website which pushes for iPlayer access on the PS3’s web service. But is it genuine? Can you access the iPlayer service on the PS3 using this site? If you have a PS3, let us know.

The page reads:

Sorry, you can only use this unofficial version of the BBC iPlayer on a
Sony PLAYSTATION®3 system.

This version of the BBC iPlayer can only be used on a Sony PLAYSTATION®3
system within the UK. It’s mainly a demonstration of how easily the BBC could
support the PS3 with their Wii version. This does nothing more than mask your
PS3’s user-agent string and makes half a dozen changes to make the JavaScript
and CSS function correctly on the PS3. It only took a day to produce, so come on
BBC – how about implementing this properly?
Take a look at the iPlayer / PS3 website.

Do advertisers don’t ‘get’ digital virtual magazines?

After using them since 2005, the editor of surfing magazine Drift says that digital mags are a tough sell to advertisers. Users also prefer print magazines that they can flick through in the cafe, in a surf shop or in the back of a van (this is so Point Break).

I disagree. If digital editions of magazines, as in virtual page-turning magazines, don’t work because advertisers don’t ‘get’ them, then why is doing so well? I’d say it’s all about targeting the right audience with the right content.

I agree, the prospect of reading an indepth wordy three page feature in a digital magazine like monkeymag doesn’t appeal to me, but skimming through half page short features about quirky videos or ‘and finally’ oddball features does seem to work better for this medium.

Don’t dismiss the likes of virtual page magazines just yet. I’d argue that advertisers DO get this medium as they can relate it to the traditional print mag ad space concept. Just don’t ask advertisers to place their ads opposite a 600 word 10-point font feature.

Read more about Drift’s comments at

Can FMCGs or clothing brands be media owners?

Start up drinks brand Suso is gearing up to launch a magazine and website, reports Marketing Week. It’s not yet decided whether the magazine will be charged for.

I’d normally dismiss this story – not all offline brands are successful when it comes to producing magazines or websites. Many clothing to supermarket brands have launched customer publishing ventures only to see them fizzle out. Or they continue to live on as an alternative (and expensive) method of advertising a retailer’s own products.

You need deep pockets to maintain a magazine and its offshoot website. After all, readers are unlikely to be keen on paying a cover price for a branded magazine they feel only exists to sell to them. And only a few FMCG’s are going to want to partner with a drinks branded magazine, so advertising revenues aren’t going to set the world alight.

That said, a Suso magazine might have one thing going for it – no one knows who or what it is yet. Assuming that sceptical customers automatically reject any overtly brand led magazines or websites, no matter how impartial, a Suso branded title may not yet put anyone off.

We’ll see.