Attitude Industry Context Flashcards
Who publishes Attitude?
Stream media, a horizontally integrated company which specializes in publishing magazines.
What is Attitude Online seen as?
A supplementary component to the Attitude brand
When is the website updated?
Attitude Online is infrequently updated by the publishers, suggesting website is not that imporant for brand success.
Who is the target audience for Attitude magazine?
Middle Class ABC1, more focused on sophistication, high end design with a big focus on high end production values.
Who is the target audience for Attitude Online?
Targets a working class audience, utilities on informal lexis, emphasis on images over text, masses of adverts, low production values
What is one of the main reasons Attitude Online exists?
Exists to make money off of click through advertising
What type of publisher is Stream and who is its owner?
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
Why did Darren Styles by Stream?
He bought it as he felt offering niche LGBTQ magazines was important because there were few at the time
What proves Attitude is so successful?
Attitude so succesful they have a variety of other global print editions each with their own website eg Thai & Belgium editions
How does Attitude target a more modern audience?
The attitude website & existence of digital editions for phones & tablets targets a more modern audience who are spending more time on convergent technology
How many viewers does Attitudes website and social media attract?
1.7-1.8 million users a month, 1.2 million social media followers and 11,000 Digital editions sold a month
Why does Attitude feature global stories?
A Digital product can be distributed globally so Atittude often features stories about global travel, other cultures & global LGBT issues.
What does Attitude know the power of?
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
Hesmondhalgh - Minmising risk and maximising profit
-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
How does Attitude try to build its brand identity?
Stream runs events such as attitude award to build brand identity among audiences & industry professionals