Industry

Attitude magazine’s industrial background is a story of transition from a large conglomerate to a small, independent publisher. Originally, the title was owned by Northern & Shell, a company known for tabloid-style publications and ownership of Channel 5. As Northern & Shell faced financial decline, they began selling off assets, reflecting the general struggle of print publishing in the digital age. In 2016, Stream Publishing, an independent company based in Surrey, acquired the magazine. Stream is owned by Darren Styles, who is openly gay and sought to preserve niche LGBTQ+ titles because he felt they were under-represented in the market.

 

Stream Publishing utilizes both horizontal and vertical integration. Horizontal integration was achieved when Styles purchased Winq, a competitor magazine based in the Netherlands, effectively absorbing the competition. The company is vertically integrated because it is small and independent, allowing it to write, edit, design, and distribute its own products without the oversight of a massive conglomerate. This autonomy challenges Curran and Seaton’s theory that the media is dominated by a small number of large companies solely focused on profit; instead, Stream prioritizes brand identity and community support.

 

The brand has expanded globally through syndicated editions in countries like Thailand, Belgium, and Vietnam, which helps minimize financial risk by using a successful, pre-existing format. Revenue is primarily generated through advertising, with the website offering sidebar ads, sponsored sections, and advertorials for luxury brands like Gucci. Furthermore, the brand engages in social responsibility through the Attitude Magazine Foundation, a charity that raises money for LGBTQ+ causes, and events like the "Attitude Pride at Home" digital festival, which adapted to the COVID-19 pandemic using converged technology. Notably, the digital platform allows the brand to bypass traditional regulation and censorship in countries where LGBTQ+ content is illegal.

 

1. Who originally published Attitude before Stream Publishing acquired it?

2. What led Northern & Shell to sell off its media assets?

3. How did Stream Publishing achieve horizontal integration?

4. Why does Stream Publishing’s independence challenge Curran and Seaton’s theory?

5. What is the purpose of the Attitude Magazine Foundation?

6. How does the brand minimize financial risk according to Hesmondhalgh’s ideas?

7. List three ways the Attitude website generates revenue through advertising.

8. How does digital technology help the magazine reach audiences in restrictive countries?

 

Audience

The primary target audience for Attitude is gay men aged 25 to 55. This age demographic is reflected in the choice of celebrities featured, many of whom are figures that readers in their 40s or 50s would recognize from their youth. The website also leans heavily into 90s nostalgia, featuring retro fashion, music, and film to engage this specific age group. Furthermore, the lack of interactive features like comment sections and the heavy promotion of the print edition suggest an older audience who may not prioritize social media engagement as much as younger "digital natives".

 

Socio-economically, Attitude targets the ABC1 demographic. This is evidenced by the "high-end" advertising from luxury brands and the use of formal, complex language rather than slang, which assumes a higher level of education among readers. Psychographically, the magazine appeals to "Aspirers" through its focus on "metrosexual" grooming, fashion, and muscle-building. It also targets "Reformers"—individuals interested in social justice—by featuring heavy political coverage and stories about global LGBTQ+ rights, homophobia, and transphobia.

 

The magazine fills a niche gap in the market, providing a sense of identity and community for those who may feel under-represented elsewhere. However, some audiences may feel the magazine is not fully inclusive, as its focus is heavily centered on gay men, often neglecting lesbians or other members of the broader LGBTQ+ community. The global reach of the website attracts roughly 1.7 million monthly users, utilizing platforms like Facebook and Twitter, which align with the 25–55 age bracket rather than newer platforms like TikTok.

 

1. What is the primary age range targeted by Attitude?

2. How does the magazine use nostalgia to engage its readers?

3. What does the "ABC1" socio-economic group indicate about the audience’s wealth?

4. Which psychographic group is interested in social justice and political change?

5. Why are high-end brands like Gucci featured on the website?

6. How does the choice of social media platforms (Facebook vs. TikTok) indicate the target age?

7. What niche gap does Attitude fill for its audience?

8. Why might some members of the LGBTQ+ community feel the magazine doesn't represent them?

 

  

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​​Media Language

The media language of the Attitude website is carefully constructed to appeal to a male audience while maintaining a professional, high-end feel. The layout uses "chunked" paragraphs and short sentences, catering to the stereotype that men prefer easy-to-read, factual content over dense prose. There is a significant amount of white space, which gives the site a clean, modern aesthetic and prevents it from feeling cluttered like traditional tabloid sites.

 

Visually, the website is dominated by high-quality photography, almost exclusively featuring men. These images often focus on the "heroic" or "hyperbolic" male form—muscular and physically fit—to align with the interests of the "Aspirer" demographic. Color symbolism is also vital; the frequent use of the rainbow pride flag and associated colors acts as a semiotic signifier for the LGBTQ+ community, instantly establishing the site’s identity.

 

The tone of the writing is often factual and non-emotional, reflecting the stereotype that men prefer information-based content. However, the site also utilizes clickbait headlines—described as "salacious" or "risky"—designed to drive traffic and increase advertising revenue. Despite being a digital product, the media language often mirrors print conventions, such as large "cover-style" images and formal language, which appeals to its older ABC1 audience who may still value traditional journalism. Notably, the website intentionally lacks interactive features, such as comment sections, which may be a strategic choice to protect readers from homophobic or transphobic online hate.

 

1. Why does the website use "chunked" paragraphs?

2. What does the use of "white space" contribute to the website's aesthetic?

3. How is the "heroic" male form represented visually?

4. What is the significance of the rainbow pride flag in the site’s media language?

5. Why is the tone of the articles described as "factual and non-emotional"?

6. How do clickbait headlines function on the Attitude homepage?

7. Why might the website lack interactive features like comment sections?

8. How does the language used on the site reflect the ABC1 demographic?

 

Representation

Representations of masculinity in Attitude are multifaceted, often balancing typical and counter-typical tropes. Primarily, men are represented as powerful, successful, and wealthy, frequently appearing as doctors, lawyers, or high-profile celebrities. Their physical representation is often hyper-masculine, focusing on muscularity and strength. Interestingly, Attitude sexualizes men in a way that is rare in mainstream media, encouraging the audience to "gaze" at the male form.

 

However, the magazine also offers counter-typical representations of men by exploring vulnerability and emotion. For example, articles featuring celebrities like Gok Wan or Ranj Singh discuss the emotional trauma of homophobic bullying or the difficulties of "coming out," representing men in a "victimized" or sensitive way. Additionally, the site features men who embrace typically feminine qualities, such as those who use makeup, speak softly, or perform in drag, thereby broadening the definition of masculinity.

 

Regarding ethnicity, the website is inclusive and diverse, featuring individuals from various backgrounds in its celebrity and lifestyle stories. However, there is a recurring post-colonialist perspective in stories about non-Western countries, particularly in Africa and the Middle East. These regions are often represented as "backwards" or "homophobic," contrasted against the "modern" or "liberal" UK. While the magazine is a champion for gay men, its representation of the broader LGBTQ+ community is limited; lesbians and transgender individuals are far less visible, likely because the staff is almost exclusively male and gay.

 

1. In what ways are men represented as powerful and successful?

2. How does the physical representation of men in the magazine align with traditional stereotypes?

3. Give an example of how Attitude provides a counter-typical representation of masculinity.

4. How does the magazine's sexualization of men differ from mainstream media?

5. Which members of the LGBTQ+ community are often under-represented on the website?

6. How does the magazine’s staff composition influence its representations?

7. What is the "post-colonialist" perspective mentioned regarding stories about Africa?

8. How does the magazine use celebrities like Gok Wan to challenge gender norms?