Attitude Industry
Started as a magazine in 1994
Stream publishing owned the brand
Originally owned by Northern & Shell, who owned Daily Mirror
Target Audience
Gay men, LGBTQ community
Independently owned
Socially driven brand - world's largest LGBTQ+ brand
What are the appeals for print and online
Print magazine:
Online Magazine
Portability
Interactivity
Cheaper
Links with other media
Tactile Quality
Pleasure of thumbing through
Can revisit without content changing
easier to share
Owner himself is gay, authentic, socially driven
Production
Consider cost and funding
Staffing
Funded by ads across the brand + print/digital sales
Website helps reduce costs but hard to make money from ads
Shared content across platforms (converges back to website/synergy)
Still needs to make money (Compromised by clickbait)
Diversified into other ventures (awards/branding/socials)
Syndicated content allows website to stay relevant and is cheaper
Salacious content perhaps trivialises social impact
Distribution
Brand is distributed across multiple platforms to increase its reach
Website, socials, print, events, awards (partnership with Virgin Atlantic)
Website allows the brand to diversify its market and maximise audiences (hesmondhalgh)
Links to simple nature of site
synergy across socials and print
global reach
Regulation
Online content still difficult to regulate (Livingston + Lunt)
Ads regulated by ASA
Attitude will want to maintain integrity to ensure sales of magazine
Generally self regulating