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Mixmag Buys

Mixmag Buys

One of the hottest social networking sites for clubbers is snapped up

by Thursday 16 April 2009 10:00, one of the most popular social networking sites for clubbers has been bought by Development Hell, the publisher behind UK based music magazines The Word and Mixmag, one of the longest running dance music magazines in the UK.

The deal by the London-based publisher, understood to have been in the works since October 2008, is said to be worth just less than £1 million. It will see all seven of the current DSI staff brought in house, to continue developing and running the site at Development Hells Islington offices in London.

Launched in 2003 by Southampton based trio Tim Aylott and brothers David and John Brophy, DSI ( quickly established itself as the premiere site for club listings, allowing clubbers to post pictures and discus their weekend clubbing antics.

Winning numerous Hit Wise awards and being featured on Channel 4’s Trouble Online series, DSI boasts 1 million unique visitors per month and 20 million monthly page impressions, plus a user base of over 400,000 with over 11 million photos currently online. In recent years the traffic to the site has dropped off, no-doubt affected by the popularity of sites such as Facebook, MySpace and Bebo.

The takeover by Development Hell also sees the departure of Tim Aylott, founder and director in charge of business development, and we wish him all the best for the future.

Development Hell was started in 2001 by David Hepworth and Jerry Perkins, with Guardian Media Group owning a minority stake in the company. In 2003 it launched The Word which has been named Music Magazine of the Year by Record of the Day for the last two years. In 2006 the company bought Mixmag from EMAP and has since invested in restoring the magazine's production values and extending its activities into the web, podcasting and outside events.

“We are REALLY excited about this deal,” says John Brophy, “and are really looking forward to the synergy that is created by having DSI, The Word and Mixmag all in the same offices.”

The deal will also see DSI relaunched in the coming weeks, with a fresh new look and what was described as “sensitive cross-promotion” with Mixmag capitalizing on the popularity of DSI, which generates 65% of its revenue from small and medium-scale club promoters.

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