Attitude industry Flashcards
(29 cards)
Who originally published Attitude and why did they sell it?
Northern and shell
They owned and published tabloid papers, gossip magazines and TV channels, such as Channel 5.
They began to decline in popularity and had to sell of their assets.
This may have been due to the decline in the consumption of print magazines.
Who did Northern Shell sell Attitude to?
Stream Publishing - an independent, smaller company.
Although Stream is a small company, what else have they done to broaden their appeal?
Stream publish a range of other magazines and booklets for other commercial companies.
For example, they publish print products for PandOCruises and VauxHall.
Who owns Stream Publishing?
Darren Styles.
He is a gay person who felt that there was a gap in the market for niche LGBTQ magazines.
What magazine did Darren Styles previously purchase?
Winq - a European magazine aimed at gay men.
What happened as a result of Attitude being a competitor for Winq?
Attitude’s magazine and website was one of the main competitors for Winq.
So Stream decided to absorb the competition into their company.
This is an example of horizontal integration.
How is Stream publishing vertically integrated?
They can write, edit, design, print and distribute their own products.
What is the benefit of Attitude being owned by a small production company?
It means they can still be creative and push certain boundaries.
What other editions of Attitude are there around the world?
Thai
Belgium
Netherlands
Vietnam
How does the fact that Attitude has many editions around the world align with Hesmondhalgh’s theory?
Creating global editions helps to minimise risk
Stream knew that it was already an existing format so copied it for other countries and cultures.
How has Attitude responded to changes in technology?
The website, and its technological convergence through the ability to access it on phones, laptops and tablets, targets a modern audience who are spending more time on convergent technology.
How is Attitude digitally convergent?
Download via kindle
Download via the app store
Access the website on laptops, computers, smartphones, tablets etc.
How many unique users does the website have every month?
1.8 million users
How many digital copies of the magazine are sold every month?
11,000
How does Stream publishing make money beyond the print edition of Attitude?
Advertising space online.
For example:
Advertorials - ads that look like articles.
Companies can run competitions and promos.
Advertisement via social media eg. YouTube.
What is the benefits of having a digital product?
It can be distributed globally.
This is why Attitude often features stories about global travel, other cultures and other LGBTQ issues.
Why does Attitude use celebrity content as much as possible?
This is star appeal and so engages an audience and make their website more attractive.
What is an example of a celebrity that has had an interview with Attitude and been on the cover?
Prince William
This was the first time ever a royal had done something like this.
Where do Stream Publishing have a social media presence and what is the effect of this?
Facebook, Twitter, Instagram and TikTok.
This targets a more modern audience as well as a global audience.
What is a benefit of the online website in terms of certain countries views on being gay?
In some countries, being LGBTQ is illegal and punishable.
The website means they can offer content to people in these countries where the print would not be accessible.
Where does every social media post for Attitude redirect the audience to?
They always link the website, this redirecting audiences there.
This may be to increase their revenue from advertising.
What do Attitude do when it comes to more adult related content?
They will use tools on social media to censor posts to audiences that are not over 18.
This may demonstrate that they are trying to protect younger audiences from the more sexualized content.
What is an issue with the ability to comment on some of the posts on social media?
Not all of the posts are positive - some are homophobic and against what Attitude stand for.
How do Attitude counteract the homophobic and transphobic comments that they get on their social media posts?
Attitude does not offer the option to share content from their website or to comment on any of the posts.
This protects audiences from harm.
