Consumables
Leading music magazines come with cover-mounted DBS
Friday 12. December 2008 - Development Hell Ltd is an independent publisher in the UK currently publishing two influential magazines, The Word and Mixmag. The company has created a world-famous concept of free cover CDs that are highly valued by the readership. The CDs are packed in the Stora Enso DBS Discbox Slider case. It has received more than enthusiastic feedback.
The Word readers are typically men over the age of thirty who spend a great deal of time and a lot of money indulging their passion for entertainment such as CDs, DVDs and books. For the last two years, Word has produced a monthly “Now Hear This” CD to accompany each issue. This selection of the best material from the most worthwhile new talent has come to be regarded as the gold standard for cover-mounted CDs. The CD cases are delivered by Stora Enso Media Solutions, which also takes care of the replication of discs in cooperation with partners. “The Word’s cover-mounted CD is a great way for new artists to be discovered. Once the Word audience is persuaded, they are impossible to shut up,” says Jerry Perkins, M.D. Development Hell.
“What’s clever about the DBS is that it can be mounted directly on the cover, without any additional wrapping. It is durable and holds the disc securely inside. It is visually highly attractive as both the cover and the inside are printed,” says Jerry. “The solution doesn’t create any waste, and the case lasts long in use. Our environmentally aware readers appreciate this fact as well as the renewable raw material.”
Essential part of the Mixmag concept
Celebrating its 25th anniversary, the world’s biggest selling dance music and clubbing title Mixmag has a readership of 276,000. The Mixmag readers are the opinion formers and leaders in clubbing, and they love the DBS cases. Of course it’s not just the case but also the content, mixed by the best DJ’s in the world, but anyway the free CD bundled with every issue has become an essential part of the Mixmag concept, boosting sales of both the magazine and the music.
“Today’s clubbers are more sophisticated, more broadminded and sexier than the days of the mega clubs and mass marketing. Mixmag is their magazine, reflecting their more cultured, more elitist but no less hedonistic approach. This audience has truly adopted the DBS. We also get phone calls from record companies every month asking about the cases,” says Mixmag’s editor, Nick Decosemo.
Mixmag was acquired by Development Hell in 2005 and re-launched in 2006 with glossier paper, a perfect bound spine and stylish writing from some of Britain’s best music writers. When it comes to paper, Development Hell trusts Stora Enso Press Selection.