Mixmag Publisher Buying DontStayIn.com Clubbers’ Social Net

imageimageMixmag magazine publisher Development Hell is buying clubbers’ social network DontStayIn.com. Guardian.co.uk pegs the undisclosed acquisition price at sub-£1 million. MD Jerry Perkins, in the release: “Without community, magazines only tell half the story. We want people to spend more time with us than they do with anyone else and to be glad that they did. By bringing (the) site together with Mixmag … we create a uniquely powerful coalition that delivers unrivalled impact for clubbers and brilliant value for advertisers.”

Mixmag posted a 30,159 monthly circulation between July and December but DontStayIn.com – started in 2003 and most popular in UK, USA, Spain, Ireland, Australia and France – claims a million monthly uniques and 2,400 new members and 900 event listings every week. It’s a fair bet readers of Development Hell’s other title – David Hepworth’s more chin-stroking The Word – won’t be using DontStayIn.com, but the publisher is launching a Brazilian version of the dance mag.

Disclosure: Guardian Media Group, which operates ContentNext owner Guardian News & Media, owns a minority stake in Development Hell