ATTITUDE INDUSTRY Flashcards
(27 cards)
INDUSTRY
Who was Attitude previously owned by and what else did they own?
From 1994 to 2004 Attitude was owned by Northern and Shell - who also published tabloid papers (eg The Daily Star), gossip magazines (eg OK! Magazine), TV channels (eg Channel 5) and adult TV chanels/magazines.
Why did Northen and Shell begin to sell their assets (including Attitude)?
Due to the decline in popularity of print media and terrestrial TV, which impacted profits.
Who did Northern and Shell sell Attitude to?
In 2016, Attitude was sold to Stream Publishing - an independent magazine publisher who was ran/owned by Darren Styles.
Why did Styles (Stream) buy Attitude magazine?
Styles is a gay man, who bought Attitude as he felt thay offering niche LGBTQIA+ magazines was important for homosexual exposure and representation in the media.
What was another motive for Stream Publishing purchasing Attitude?
Stream publishing had ownded the European gay magazine Winq since 2013.
Attitude magazine was one of Winq’s biggest competitors, so Stream also purchased Attitude in order to absorb competition.
This is an example of horizontal intergration.
How is Stream publishing also vertically intergrated?
They publish other print products (Such as the UK Rolling Stone magazine). Therefore, they use their in-house editorial teams, design and art direction, print production, and distribution networks to produce their products.
What is the benefit of Attitude being owned by an independent publisher?
It means that the magazine can still be creative and boundary pushing.
How is being global an advantage for Stream publishing?
Attitude have a variety of other global print editions, each one with their own websites.
For example, Thai, Belgian, Dutch and Vietnamese.
This minimises risk (link to Hesmondhalgh) as Stream knew Attitude was already a successful format, so they copied it for other cultures.
What audiences do Attitude’s website/digital editions target?
The Attitude website/digital editions for phones/tablets target a global, modern audience who are spending more time on converged technology.
What are the stastistics for Attitudes website, social media and digital editions?
The website has 1.7 million users a month.
Their social media accounts have a combined following of 1.2 million followers.
Around 11,000 digital editions of the magazine are sold a month.
In print editions, where does a large part of the revenue come from and how is this reinforced through the Attitude website?
Advertising, the magazine offers brands the opportunity to advertise in their print editions and on their website.
This can be through banner/sidebar adverts, sponsorships, competitions, or via social media.
Give an example of a sidebar advert on the Attitude website
An advert for a new electric car.
Give an example of a sponsored advertisement on the Attitude website
An article for “Step-by-step skincare routine”, which was sponsored by the beauty brand Clarins.
Give an example of a “take over” advertisement on the Attitude magazine.
Reoccuring adverts for the Margate Pride Festival on the lifestyle page.
Give an example of a competition advert on the Attitude website
“WIN £150 to spend with Modus Vivendi Underwear and Swimwear” on an article.
Give an example of an advertisement which is disguised as an article on the Attitude website
“Bentley car review” is actually sponsored conent by Bentley.
What is the advantage of online distribution, especially for an LGBTQIA+ magazine?
It means global distribution.
The magazine is physically sold in 31 countries, but is downloadable globally - including the 73 countries in which homosexuality is illegal.
This demonstrates how online technlogy can be used to bypass traditional forms of regulation/cencorship.
How does Attitude take advantage of star power?
They know the power of star appeal, and how this can attract fanbases.
They use celebrity based content as much as possible. This can be seen in print editions (for example Madonna on the front page), on the website (Kit Connor, a bisexual actor who has interview articles) and on their YouTube channel (interviews with Nicole Kidman about her recent films).
They often offer exlusive content with extremely high profile celebrities (Such as Prince William, the first royal to feature on a gay magazine)
This is all good promotion for the magazine.
What is the benefit of social media accounts?
All posts direct audiences back to the Attitude website, enabling Attitude to attract visitors to their website.
How might Attitude be seen to be self-regulating on social media?
On platforms such as X, Attitude are able to hide adult content for users under the age of 18, to protect younger audiences. However, this can be easily bypassed - no proof of ID on social media.
The same conent isn’t hidden on the website either so seems ineffective.
How does social media show a lack of regulation?
There is no way to regulate what users comment under posts, meaning that alot of Attitudes posts have transphobic or homophobic comments underneath them.
This might be the reason as to why the Attitude website has very little options to share or comment on ots conent - to protect their audience and create a safe online space for the LGBTQIA+ community.
How might it be argued that Stream Publishing self-regulate?
It has its own ethical policy which includes sections under “Respect for others” and “Justice” which they abide by.
This is arguably self-regulation which avoids controversy and offence.
How can Stream publishing be seen to establish brand identity?
They run events such as the “Attitude Awards” which build brand identity amongst audiences
The awards recognize outstanding achievements in the LGBTQ+ community, for industry professionals attending the event solidifies their standing within the LGBTQ+ community and the broader media landscape.
How can stream publishing be seen to challenge Curran and Seatons idea that media companies are soley focused on profits?
They have set up the ‘Attitude Magazine Foundation’, a registered charity which raises money for LGBT causes.
For example, they raised over £300,000 for the Elton John AIDs Foundation.
This is beneficial for the magazine, as they can be seen to be active in the messages they represent - supporting the homosexual community.
