Our study of Attitude is a strange one, as we are studying the website attitude, not the magazine attitude. However, the website is an ostentatious advertisement for the magazine, and primarily functions to recycle material from the magazine, while targeting a rather more down-market and working class audience. This is a classic example of both digital convergence, and also push/pull marketing. Here are some facts dug out by students. There is some repetition here.
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| An edition of attitude, a magazine we are unfortunately not studying |
- Attitude magazine has interviewed a number of prominent celebrities including heterosexual celebrities. Examples include Daniel Radcliffe, George Michael, Tony Blair, David Cameron, Prince William and so on. This allows the magazine to widen their target audience, and also allows the celebrity positive publicity among the gay community, and allows celebrities to appear as allies
- A variety of global print editions of Attitude, including one in Thailand and Belgium. This proves the magazine is international and reaches global audiences
- The website attracts approximately 1.7 million users a month, which is a significant number for a potentially niche website
- Attitude lacks capital letters in order to indicate that it is not a brand but a characteristic or trait. This marketing technique reinforces certain stereotypes of gay men being positive, flamboyant and eccentric.
- The magazine was founded in 1994 by a straight couple, but both initial staff writers were gay. Currently, the majority of attitude’s staff are gay.
- Attitude hold awards, the attitude Awards, which celebrate gay people and allies who have furthered queer rights and been influential in the gay community
- Purchased by Stream Publishing, Stream are a horizontally integrated UK magazine publisher who specialise solely in publishing magazines
- The website was started in 2013, after the publisher resisted having a website for many years. This is purely speculation, but this may have been to avoid damaging the magazine’s brand identity.
- Attitude is currently published by Stream media, a horizontally integrated UK magazine publisher who specialise in publishing magazines. By specialising, certain corporations are able to minimise risk and maximise profit
- The magazine was first published in 1994, and is the most widely read gay lifestyle magazine in the UK
- In 2005, a former editor won an award
- In 2016, Prince William featured on the cover. Other celebrities who have appeared include Tony Blair, Daniel Radcliffe, David Cameron and George Michael. Not only does this allow the magazine to potentially appeal to a wider audience , it increases the share of the gay audience, and a chance for heterosexual celebrities to present themselves as a gay ally
- The magazine was founded by two straight people, but most staff writers are gay
- With a digital circulation of just 11,000, Attitude targets a niche audience
- However, the website attacts up to 1.7million users a month, and 1.2 million social media followers
- Therefore, the website, which targets a larger, younger and mass market audience
- There are separate editions published in different countries, most notably Belgium and Vietnam and Thailand