iDJ Magazine Case Study Research

1. Jordan Joseph iDJ MagazineCase Study Research

3. iDJ – Origins and Key Facts • iDJ is a magazine which started off in 2000 and is printed in the UK • iDJ’s headquarters are based in Bristol • iDJ magazine is on sale every 4 weeks throughout the year • They are currently celebrating their 10 years of production by having a special logo next to the barcode • Dave Jenkins, the main editor of the magazine, is also involved with producing dance music and is a DJ as well • Magazine is heavily supported with adverts – showing that they may not have many people buying the magazine to generate enough revenue from

4. iDJ – Variety and Genres • iDJ seems to mainly focus on the genre of dance music but also splits into further sub-genres throughout the magazine • The magazine also has reviews for: - House/Warehouse - Drum & Bass - Trance - Breaks - Techno - Leftfield/Eclectic - Hard Dance - Hip-hop - Electro/Nu wave - Dubstep • The tagline of the overall magazine is “The DJ & Dance Producer’s Bible” which describes the magazine’s orientation immediately to the readers • There is some slang that is used in dance music social circles that some specific people who are faithful to the genre may understand.

5. iDJ – Target Audience and Demographic • The magazine is clearly aimed at those people who are interested in listening to dance and electronic music • The magazine also advertises instruments, showing it is also for DJ’s who make music and are interested in it • Since the magazine’s articles are informal - such as has a lot of swear words and has a lot of dance music slang – I would say that the magazine is aimed to the older teenage audience and young adults • The magazine seems to be very male orientated with the lack of female DJ’s in the magazine and most of the editorial and publishing staff are male (noticed by their names) • If there are images of females in the magazine then they are portrayed in a sexual fashion that appeals towards men

6. iDJ – Editorial Style • The use of language has been noted, with a lot of swear words and jargon within the dance music world; appeals to people who are knowledgeable of the genre and sub-genres • Letter from the Editorial seems to be written in a very comical and informal way – could be seen as a way to connect with readers personally • Various images used per page, I would say around 2-3 on average • Design seems to be sporadic, different on each page and section of the magazine. Little to no consistency within the layouts

7. iDJ – Publication and Competitors • They seem to be an independent magazine with no other affiliates in what other magazines they publish • Publishing House: COMAG Specialist • There isn’t any other magazines that cover the genres that iDJ cover – such as Dance, Electronic, Techno, etc • One reason why this may be is that the genres aren't very mainstream at the moment, people wouldn't buy the songs to listen to for personal use on their iPods

8. iDJ – Website • iDJ’s website is not very useful in trying to find out information about artists and the publication of the magazine in general • Instead, they use their website more as a tool to try to promote their brand and sell more magazines • On the website, you may send in a mixtape which they will listen to and decide if you get to be in the next issue of the magazine – which is very useful for trying to push the unknown artists • They have a forum and newsletters in which people can sign up to know the latest up to date information in the iDJ world • They sometimes upload a few sample features and reviews from the magazine so people can read them from the site – however they are not up to date and are old • The website and magazine are not similar in style, content, layout, images and information • The website is much more basic in what it tells the audience while the magazine goes into further depth

9. iDJ – Website (Image)