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 Full
Circle: The Unofficial History of MixxZine
By Adam "OMEGA"
Arnold
Part Three: "For The Next-Gen
Girl"
Smile, Love and
Sadness
 A sign of the times, a magazine for the cyber-girl.
The initial release of Smile 1-1 (December 1998) at end of
October lead to even more flaming of the already war-torn Mixx
Entertainment. Filled with girl-related content that Seventeen
would laugh at and supplemented with tons of anime ads and the
first installment of the Sailor Moon Super S manga
storyline, it is not hard to see why the issue meet with such
bitterness.
It can be said that Mixx
Entertainment put on a good show though. Susan Jaget, Rod Sampson
and the rest of the Smile team is to be commended for
being able to compile such a radically unique magazine in the
first place. By taking a closer look at the contents and sections
one can find some beauty in the magazine: Surf Shop and URL's for
gURLs both showcase a wide variety of teen related sites to
browse and shop, while Ask the Goddess of Advice... is quite
hilarious, yet deplorable, due to the nature of the replies the
questions get, Girl Gear features a wide array of items in the
fashion of Wired's ‘fetish' section, the Smile Profile
showcases some up-and-coming teen, Street Scene showcases a
series of captioned photos from some undisclosed place, Girl
Games features the only positive review The X-Files:
Unrestricted Access CD-Rom has ever received as well as a
ensemble of Playstation and computer games, Phan Art sports tons
of Sailor Moon artwork, and the mailbox section beside the
contents page holds the Editor's Letter and reader Shout Out!
What is left in Smile 1-1
is the Surfer Gurl cover feature showcasing pro surfer and model
Veronica Kay, and the Naoko Takeuchi at the San Diego Comic Con!
article, that was left out of Mixx-Zine 2-2 which features
a 180 word summary with some attractive photos of Naoko as well
as a shortened transcript of the conventions Q & A panel
discussion, the only problem is the article is not even mentioned
in the extremely out of order table of contents. The main problem
plaguing Smile is Mixx's public relations at the time of
the release. If it had of been released at any other time, it
just might of been receive with more enthusiasm. Yet, Smile
1-1 is a collectors item none-the-less.
The Universe of the
Four Gods
When Mixx-Zine was first
released, the closest form of competition came from Viz
Communications' Manga Vision, which finished publication
with issue 4-8, and Animerica magazine. This soon changed
in late 1997 when Viz dropped a bombshell to clinch the mature
manga market with Pulp: Manga For Grown Ups. The
independent anthology Chibi Pop Manga, which turned web
only with issue 2-4, was released at the beginning of the Mixx
controversy. Still, Mixx-Zine was the only top notch
anthology at the time and was unchallenged in the general reader
market when Manga Vision ended.
The catch: Viz Communications had
an ace up their sleeves, Animerica Extra, a 120+ page,
black and white, manga anthology magazine which used Pulp's
layout. Animerica Extra would feature fan favorite series Fushigi
Yuugi and Video Girl Ai, as well as the long awaited
continuations of X/1999 and Steam Detectives. Viz
would use its wide reaching magazine Animerica to get
stores to carry the manga anthology and put it right next to Mixx-Zine
for the same amount of money. One thing was certain, manga had
gone main stream.
Ice Blade Goeth
Mixx Entertainment's Press Release
on November 6, 1998 gave full confirmation that "beginning
with the February/March issue of MixxZine(r) (2-4), "Sorcerer
Hunters" will replace the concluded "Ice Blade"
saga. Created by Satoru Akahori and Ray Omishi, "Sorcerer
Hunters" (originally known as "Bakuretsu Hunter"
in Japan) is a fantasy adventure story set in a world where
sorcerers use their powers to oppress the masses. The story
centers on a team of four sorcerer hunters who, led by Carrot
Glace, must resolve their own interpersonal issues, and still
find time to save society from those who use magic for evil. A
hugely popular manga in Japan, "Sorcerer Hunters" is a
welcome addition to MixxZine's "motionless picture"
collection (Mixx Entertainment Announces "Sorcerer
Hunters")."
An important announcement from
Mike Kiley came on November 11, 1998 in which he announced his
resignation from his "position at UCI in order to pursue
another opportunity in anime-related e-commerce." The
announcement which was released via UCI's mailing list went on to
say that "anime at UCI will continue in my absence, but in a
different form. UCI's focus will be more local than global, and
they will concentrate on selling existing stock to the anime
community here on campus." The e-mail gave full details on
the plans for UCI and Mike Kiley concluded with "the past 5
years here have been a gas--what we have all created together is
something I will continue to treasure always." Mike Kiley
would soon come to play an instrumental roll in the future of
Mixx Entertainment.
 As Mixx-Zine 2-3 (January 1999) was shipped
the company was still getting over the devastating public
relations fiasco. Yet, the new issue featured an interesting
change: the magazine dimensions had changed again. This time the
book was the size of Smile, and this meant the 2-on-1-page
manga pages would appear larger than they did in the prior issue.
Pushing the Internet mud-slinging
aside, the issue features several well-executed stories including
the interview with Shoji Kawamori, the convention wrap-ups with
the rest of the Comic-Con article, as well as a Smile-esque
profile of Candice David, Mixx's Sailor Moon girl at E3. Sadly, Mixx-Zine
2-3 concluded Ice Blade's run with the magazine as the
storyline drew to a close. Yet the Next Issue box at the end of
the magazine gave full confirmation that Bakuretsu Hunter
would take Ice Blade's place in the upcoming issue.
On December 1st, ANN brought word
that a relations official at Viz, quoting an anonymous former
Mixx employee, sent a warning about Mixx Entertainments
fraudulent changing of circulation numbers that are made
available to advertisers. The news story goes on to refer to
specific examples that have been noted by the Viz official and
the possible outcome of an audit if the circulation numbers can
not be verified. Likewise, Stuart Levy quickly responded that the
"readership numbers are calculated based on industry
practice and support the excellent value that all our advertisers
receive by participating in our advertising programs." Mr.
Levy went on to point out the unprofessional nature of the
litigation and the possible legal ramifications (ANN: Mixx defends against accusations).
Tokyo Pop Dot Com
Picking up where UCI left off.
That's just what Mike Kiley did when he joined forces with Mixx
Entertainment in late 1998 and started e-mailing the old
customers of UCI. "I have decided to leave UCI in order to
run an e-commerce site dedicated to anime, manga, videogames, and
Jpop music & culture. This site is called Tokyo Pop--we
open on 12.01.98...and I can't wait to get started! For the past
5 years at UCI, I have been lucky enough to be the anime vendor
of choice for thousands of the most discriminating fans in the
world...that experience has energized and inspired me to create Tokyo
Pop and to take this here thang to the next level."
On November 23, 1998, just eight
days before the launch, Mike Kiley did a mass e-mailing and
clarified "some of the questions which have arisen regarding
my partnership with Mixx Entertainment: Tokyo Pop is the new e-commerce
division of Mixx. Here's the nature of the relationship: I select
and order the product you will see, manage customer relations,
oversee web site content creation, and, in general, do what you
all have come to expect from me over the past 5 years…and,
Mixx provides me with a dynamic flow of information, interviews,
audio, and video from Japan, and also helps me scout out new
suppliers in Japan so that we can begin to expand the range of
anime, v-game, and J-music that we can offer to you. It's a match
that will enhance immeasurably the quality of product and info
flowing out of Tokyo Pop."
In the same day, Mike Kiley spoke
with the Anime News Network about the new site. In this interview
he discussed his departure from UCI and how he joined forces with
Mixx Entertainment because he needed "a partner or group to
provide a corporate infrastructure. Mixx was the logical choice,
since their Japan bureau can instantly start feeding me vital
topical information from Japan for the site (ANN: An interview with Mike Kiley)."
On Tuesday, December 01, 1998, the
first Tokyo Pop Bulletin entitled ‘1.0: Netsite is Go
for Liftoff!' was sent out by Mike Kiley and with the words:
"Just a quick note to let y'all know that our webspace is
now alive and kickin'...you can check it all out at www.tokyopop.com
-- have fun!" the site began its history making journey to
the heart of Asian Entertainment.
The Quiet Darkness
 Britney Spears cover feature, Melissa Joan Hart's Sabrina
the Teenage Witch products, Kiki's Delivery Service
‘Anime Pix', and Sailor Moon Super S; overall Smile
1-2 (February 1999) has a lot to offer for $3.95. For a
fashion magazine, the pictures still lack something, but the
articles are worth a look at. And who would of thought Stu Levy
had it in him to create a comic book? Sushi Girl is
written and drawn by Tavicat (made up of Rosearik Rikki Simons
and Tavisha Wolfgarth-Simons) and is a psychedelic look into the
future staring 18-year-old Kemmy as she is transported to the
biggest city in the world, Meganallopolisuika, where she strives
to become an Operap star.
 Mixx-Zine 2-4 (February/March 1999) truly
showed that Mixx had contacts and sure knew how to use them. The
years of doing editorial work for Electronic Gaming Monthly
and the Official Playstation Magazine from the Tokyo
office sure paid off as Mixx got the lowdown on a slew of must-have
games ranging from Neon Genesis Evangelion for Nintendo 64
to Rival Schools for PSX directly from the Tokyo Game Show
‘98. The issue also cover features an interview with
Capcom's Yoshiki Okamoto and anime screenwriter Kenji Terada
while the first installment of the Sorcerer Hunters manga
joins the manga team. And the next issue clip on the masthead
page reviled the future of the hip sports drama: "Harlem
Beat takes a time out and will conclude in issue 2-6. And
next issue, our Special Comic Spotlight shins on Zen, The
Intergalactic Ninja."
During this time, Previews Vol.VIII,
No.12 featured a bolded message in the Mixx Entertainment
section stating that "Advanced Solicitation Shipping In
March." This message basically meant that Mixx would be
taking a short time off on some titles, but the majority of them
would be released as scheduled. In the long run, this shifted the
releases of all the titles a full month behind the solicitations
presented in a given issue of Previews, hence
solicitations for February would mean they would see a release in
March and so on.
 Smile 1-3 (April 1999) presents more of the
same that was seen in the previous issue, but builds on it with
the insightful cover feature Celebrity Sightings: Cyber
Spectacular. The article featured an array of pictures of famous
ladies such as Daniel Fishel, Jenna Von Oy, Lindsay Sloan,
Candace Cameron Bure, and tons of others all sitting around
computers and enjoying the cyber-experience. All that and Smile
Style featuring the cover model, Catherine Ploumoy, in a variety
of fashions.
In the issue, crammed between Phan
Art and Sailor Moon Super S, comes a hint that would soon
make more sense when Mixx-Zine 2-5 saw a release. On one
of the pages, appeared a brightly colored full-page ad featuring
a canned drink called TokyoPop with a caption of "Your
source for Anime-Manga-Videogames-Toys & Music from Japan.
www.tokyopop.com"
No Looking Back
 There is no turning back. Mixx-Zine 2-5 (April/May
1999) proved just that as a more unified and defined look
took effect with the issue. The actual columns literally show a
higher degree of development as is clearly evident in the
informative RecRoom article about Ehrgeiz which is
supplemented with must-use GameShark, not to mention the
Dreamcast epic, Shenmue, gets a two-page spotlight in the
4One1 section. Also, in a move towards more specialized content
comes a Top of the Charts listing of Japan's ten hottest videos,
albums, manga, and singles, now that's hot like Wasabi. And to
top it off a whopping number of three interviews with comic
legend Jim Lee, Japanese seiyuu Yuko Miyamura (Evangelion's
Auska), and Zen's creators Steve Stern and Dan Cote all
grace the pages of the evolving magazine. As promised Zen, The
Intergalactic Ninja takes center stage for an issue as Mixx-Zine
presents the exclusive preview of the fully-painted Zen #1
comic book from Chikara Comics featuring a cutting edge story by
Robert V. Conte and gorgeous artwork by Chris Scalf and Robert
Scott.
After seeing the changes made with
the issue, it was apparent that something big was going to happen.
The hint came in the form of the location-changing Next Issue
blurb; "MixxZine® 2-6 will be featuring the final
episode of Harlem Beat, so don't miss it! Parasyte
will be resting for one issue, but will be back in full effect
issue 3-1. We'll also have the finest in import video games,
anime, J-Pop, manga, and cool street stuff from Tokyo. There's a
big announcement in this next issue, so make sure you check it
out."
On a different note, during the
first week of April 1999 the MixxOnline web site was hacked
again, this time a long message was posted but was quickly
replaced by the normal Mixx page. Apparently, the hack was the
work of a disgruntled fan still frustrated with the changes (ANN: MixxOnline hacked again).
 May 1999 saw the release of one of Mixx's
most unique products at the time, the first Sailor Moon
novel. Stuart Levy shows the he is man of all trades as he takes
Naoko Takeuchi's creation and transforms it into a word filled
book in the tradition of Mattel's Generation Girl short
novel series. The first book, Sailor Moon Novel #1: A Scout is
Born, chronicles how Serena/Bunny became Sailor Moon in the
first place while giving the characters an in-depth look that no
other medium has ever done. And best of all, the Smile Books are
exclusive to North America and only cost $4.99 for 126 pages. A
new volume would soon follow on a semi-regular basis of every
three months. Not bad at all.
 Smile 1-4 (June 1999) features an improved
layout, an excellent article on E3, and an amazing ensemble of
sections. All this is finally made readable because the table of
contents page has been transformed from a disorganized demon into
an ordered plate of sushi. Plus the photo spread features the
model Natasha Reulet. All these tweaks make Smile into a
powerful girls magazine that is a definite contender for any
future competition.
I'm Here For You
April 9, 1999: Mixx Entertainment
announces the biggest change since Sailor Moon was moved.
First and foremost the October 1999 issue will herald the
beginning of the monthly issues, yet the magazine will be
released 10 times a year. Secondly, with the August 1999 issue,
"MixxZine® will be renamed Tokyo PopTM. MixxZine®
is the authority of digital pop culture, introducing cutting-edge
Japanese video games, comics (manga), cartoons (anime), pop
artists, and technology to enthusiastic readers. The new name Tokyo
PopTM captures both the true essence of the magazine as well
as Tokyo's status as the world capital of digital pop culture,
where technology and entertainment truly converge."
Though the name change is used to
represent the new direction the magazine will take, it is also
used to give web-surfers a solid version of the new e-commerce
site to enjoy and the magazine readers will be urged to check out
what the web site has to offer. Likewise, as the press release
points out, it will attract "the growing Asian-American
market demographic (Mixx Entertainment Press Releases April 9,
1999).
Yet, many people on the Internet
debated that the move was to put an end to the negative attention
that had ensued months prior. ANN summarized the situation best,
and gave an interesting bit of info, with the summary; "The
new name, according to CEO Stu Levy, better reflects the
direction of the magazine, which is no longer considered a manga
magazine by any party (including Mixx). The magazine will work
together with the web site to provide information. The magazine
also might get a new addition soon, as Levy hinted that Card
Captor Sakura could very well be on its way (ANN: 6/11/99 Companies make announcements
at A-kon)."
On the heels of the Tokyo Pop
announcement came word that volume one of the Mobile Suit
Gundam Blue Destiny Mixx Manga would be shipping in July.
Padded with an exciting history of Gundam and full info on
the Blue Destiny series, the press release is probably one
of the most informative short info-bytes on Gundam's 20
year history ever released (Mixx Entertainment Press Releases April 12,
1999).
The Final Mixx
 Mixx-Zine 2-6 (June/July 1999)
featured the first time the magazine had not been bound with a
glued spine, instead the issue was fold-stapled. Strangely
enough, the cover which features the J-Pop band Every Little
Thing seemed to be a deviant from the previous issues, even
though 2-5 had featured a unique picture of Yuko Miyamura. When
combined with the MixxOnline press release concerning Tokyo
Pop, the ‘Special Announcement!!' from Stu Levy is both
up-beat and sorrowful. Though the announcement is informative and
gives full details of what Tokyo Pop will strive to be,
how the subscription price will remain the same, and how the
magazine will go monthly, the article does digress. One comment
in particular is worth noting: "Things have really changed
over the past two years, and some people reminisce about the
"old days" of MixxZine® while others are
sending us props about the "new" look and content of
the mag."
Though Harlem Beat finishes
its run in MixxZine, the magazine promises Mixx
Entertainment "will continue the Harlem Beat story in
the Pocket Mixx format for all you b-ball fans." However,
this only leaves Gundam, Parasyte, Magic Knight
Rayearth, and Sorcerer Hunters left. That's only four
manga series out of the previous five. Along with that comes
interviews with the bands: The Great 3 and Every Little
Thing as well as Monkey Magic's Susumu Matsuhita and
more video game and anime previews. All this serves as an
excellent preview for what is to come in the third year as the
magazine transforms into Tokyo Pop.
At Otakon ‘99, Stuart Levy
discussed the upcoming changes that the magazine will go through
in its transition. Yet, most discouraging of all was the fact
that the magazine will only feature two manga stories per issue.
But, hints came that the rights to Parasyte have been
purchased to make it into a live action movie (ANN: Otakon ‘99 Wrap-up).
 Smile 1-5 (August 1999) takes some tips from Mixx-Zine
and improves the review sections accordingly. The magazine also
features an interview with the Irish band B*Witched and a
look at the Hollywood primer of Notting Hill. The active
wear photo spread featuring Eliza Hynes is especially worth a
look because the photographer Bonnie Holland seems to of diverged
from the style used in the previous issues making Eliza's photos
incredibly unique.
Serena Times Two
 Wizard #96 (August 1999)
gave word in ‘Net Gains, by Lars Pearson, of a very
interesting development in the sleeper hit Mixx had been sitting
on top of:
Sail away indeed! Until Pokémon, comicdom's awareness of anime-based
comics was rather scattershot, and Sailor Moon's
publisher, Mixx, is little-known among hardcore superhero fans.
So sales of early Sailor Moon issues were light, though a Sailor
Moon San Diego ComiCon #1 started the ball rolling. But as
the Sailor Moon cartoon succeeded, more people want the
comic–and they're rare. Prices have tripled in recent months
and will likely keep sailing."
Likewise, Wizard #97's Top
10 Comics chart had an extremely surprising entry. Right behind
the number 1 spotted Pokémon: The Electric Tale of Pikachu #1
appeared Sailor Moon #1 sitting high at number 2. And in
true Wizard fashion there was an interesting caption; "In
Japan, she's Usagi; on U.S. TV, Serena; but if you're a comics
reader, we'd like to introduce you to Bunny, the schoolgirl who
whomps evil as Sailor Moon. Why Bunny? Because "usagi"
means "bunny" in Japanese–just ask Usagi Yojimbo
if you don't believe us! Anyway, when a talking cat named Luna
shows up to guide Bunny toward her Sailor Moon destiny, she gets
a bunch of cool powers and a much shorter hemline. Luna, you're
our kind of cat. Last Month: Not Rated (N.R.)"
Unfortunately, with the constant fluctuations of the fast-paced comic market, Sailor Moon #1 slipped to the number 7 spot in Wizard #98 before dropping off the chart the month after. But, Sailor Moon #1 made a surprise return
to the number 7 spot in Wizard #102 before being toppled
off the charts the next issue by DragonBall Z #1. Not bad
for a first issue that isn't even the beginning of the story.
Next Chapter: The Anime Magazine Your Parents Warned You About -->
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