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Zoella And Attitude > Attitude Industry Context > Flashcards

Attitude Industry Context Flashcards

1
Q

Who publishes Attitude?

A

Stream media, a horizontally integrated company which specializes in publishing magazines.

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2
Q

What is Attitude Online seen as?

A

A supplementary component to the Attitude brand

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3
Q

When is the website updated?

A

Attitude Online is frequently updated by the publishers (main way of making revenue)

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4
Q

Who is the target audience for Attitude magazine?

A

-Affluent fashion conscious brand loyal men
-Gay male professional in 20s-30s
-Financially prosperous
-Early adopters
-Pride themselves a trendsetter
-Take great care in appearance

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5
Q

What is one of the main reasons Attitude Online exists?

A

Exists to make money off of click through advertising

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6
Q

What type of publisher is Stream and who is its owner?

A

Stream is an independant reasonably small magazine publisher owned by Darren Styles who is gay. Due to Stream being small means they can be creative and boundary pushing

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7
Q

Why did Darren Styles by Stream?

A

He bought it as he felt offering niche LGBTQ magazines was important because there were few at the time

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8
Q

What proves Attitude is so successful?

A

Attitude so succesful they have a variety of other global print editions each with their own website eg Thai, Belgium & Netherland editions

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9
Q

How does Attitude target a more modern audience?

A

The attitude website & existence of digital editions for phones & tablets targets a more modern audience who are spending more time on convergent technology

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10
Q

What are Attitudes print circulation figures and website?

A

Print circulation attracts 50,000 readers, digital edition has a circulation of 12,700

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11
Q

Why does Attitude feature global stories?

A

A Digital product can be distributed globally so Atittude often features stories about global travel, other cultures & global LGBT issues.

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12
Q

What does Attitude know the power of?

A

Attitude knows the power of star appeal so uses celebrity based content as much as possible. It has also secured interviews with high profile celebrity’s helping promote digital editions and the website eg Take That, Daniel Radcliffe.

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13
Q

Hesmondhalgh - Minmising risk and maximising profit

A

-Creating a global edition of the British magazine & website helps to minimise risk
-Stream knew it was already an existing and successful format so copied it for other countries

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14
Q

How does Attitude try to build its brand identity?

A

Stream runs events such as attitude award to build brand identity among audiences & industry professionals

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15
Q

What might explain the reason Attitude doesn’t offer the option to share content?

A

Hateful comments on their posts often explain why Attitude don’t offer option to share content from their website - could also be seen as Stream trying to protect readers and people in the articles from hate

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16
Q

How does Attitude broaden it reach to online audiences?

A

Through there social media channels: Facebook, Instagram and twitter. Every social media post redirects audiences back to the website to help attract high visitor numbers

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17
Q

What do they do to censor content to under 18s?

A

For more adult related content they sometimes use tools on social media to censor posts to audiences that aren’t 18 (trying to protect younger viewers)

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18
Q

Curran and Seaton - Profit and Power

A

-Attitude seems to be about giving back to LGBT community (Attitude foundation)
-During the pandemic they ran a pride at home festival over 2 weekends

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19
Q

What is ‘Attitude’?

A

The UK’s best selling gay magazine.

20
Q

What is Attitude’s strap line?

A

“The biggest selling gay magazine in the world”

21
Q

What format does Attitude take?

A

As well as a print edition, Attitude is available as a magazine on tablet and mobile.

22
Q

What do both editions of Attitude require?

A

Both require a subscription for full content however the website is updated daily inc breaking news, entertainment style, travel as well as a wide range of celebrity contributors.

23
Q

What is Attitude renowned for?

A

Renowned for its high profile celebrity events.

24
Q

When was Attitude launched?

A

Launched as a print magazine that has since raised more than £250000 for LGBTQ causes.

25
Q

Who is Attitude owned by?

A

Stream Publishing limited with a single shareholder.

26
Q

What is Attitude outside of?

A

Attitude is an independent media producer outside the influence of any conglomerate.

27
Q

What is the ‘pink pound’?

A

Spending power of the LBGT community.

28
Q

Why is it assumed ga people have more disposable income?

A

Gay couples less likely to have children, stereotypically more interested in night life. Pink pound is becoming more appealing to advertisers.

29
Q

What does click bait often use?

A

Uses low revolution, heavily photoshopped images to provoke audiences into clicking on them. This functions as a hermeneutic code (Bathes)

30
Q

What is clickbait content easily disguised as?

A

Just another article on Attitude. The captions typically take a challenging and direct mode of address.

31
Q

How does Attitude use clickbait?

A

Attitude obtains revenue through clickbait, Attitude online is clearly a commercial product, motivated primarily through the acquisition of power and profit.

32
Q

Define Hypermodality?

A

Where one media product uses digital technology to ‘link’ to other media products that offer different modes of communication. Eg a text based article may link to other websites, videos and online shops.

33
Q

What opportunities for audience engagement does Attitude Online offer?

A

-Facebook page
-Twitter page
-Instagram page
There is very little oppotunity for active audience engagement beyond leaving social media comments.

34
Q

What is Attitude renowned for?

A

Its exclusive A-list celebrity content and political campaigning, one stop resource for gay men looking for health & fitness advice, fashion, celebrity, music & film coverage

35
Q

What happened in 1987?

A

Implementation of Section 28 (Illegal for LGBT issues to be taught in schools) was later repealed in 2003

36
Q

When was same sex marriage legalised?

A

2014

37
Q

When was Attitude first published?q

A

1994 (The year the age of consent for homosexual acts was lowered to 18)

38
Q

What is the cover price of Attitude?

A

7.95 (Expensive, positions audiences of higher income)

39
Q

How often is an edition produced?

A

Monthly magazine (Print & digital download)

40
Q

What social media channels does Attitude operate?

A

Facebook, twitter, instagram and youtube

41
Q

How help easy audience consumption?

A

-Attitude condenses text, uses bold subheadings and white space to help easy consumption
-Lists articles and bullet points facilitate to audiences who want to scan & select information
-High image to text ratio

42
Q

What do teaser headlines operate as?

A

Teaser headlines operate as clickbait, story content is dominated by salacious headlines celebrity gossip and suggestion of exclusivity. Sponsored content & ads used to land lucrative advertising contracts.

43
Q

What do some of the photos using ‘Candid shots’ create?

A

Creates a sense of autheticity engaging audeinces who are skeptical of glossy mainstream imagery.

44
Q

What images still dominate the website and pages?

A

Celebrity images still dominate providing a sense of star power.

45
Q

What are social media links there to do?

A

Social media links are given prominence in page headers to drive users to follow their social media sites

46
Q

Advantages of Attitude having an online presence?

A

-Increased magazine distribution on a global scale
-Ability to deliver content across multiple platforms and devices
-Lower production and on going publishing costs
-Open new sustainable revenue channels through advertising & ecommerce
-Ability to instantly direct potential customers and traffic to your content

47
Q

Attitude linked to Levi Straus’ binary oppositions

A

-Attitude readily engages in the construction of binary opposites
-Freedom to choose ones sexuality vs social ignorance & tolerance
-Images of gay men they select to feature in print & online could also be seen as being in opposition to the stereotype which society has formed over time

Zoella And Attitude (4 decks)

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