Attitude online and the online magazine industry

Monday 23 march 2020 

Attitude online and the online magazine industry


What is the point of Attitude online and how does it work?

  1. Attitude.co.uk is a simple and straightforward website and targets a 'simple and straightforward audience' 
  2. It presents stereotypical and straightforward representations of gay men to construct a stereotypical, specific target Audience.
  3. The sole reason that Attitude.co.uk exists is to advertise the magazine to the target audience and to increase its profit through advertising revenue.
Attitude is a digitally convergent media product, multimedia integrated media product which utilizes hyper modality in order to exploit a range of push/pull factors, in order to maximizese its revenue.

Key terms; 


Key term - digital convergence - the coming together of previously separate media industries thanks to the benefits of digital technology. For example Netflix is an example of the convergence (coming together) of film, TV and the internet.


Key term - multimedia integration - where an organisation is structured around a variety of different types of convergent media. Attitude online is multimedia, as it encourages interaction between the website, and then buying the physical magazine


Key term - hypermodality - where a media product 'goes beyond' the traditional forms of communication. When you click on a hyperlink on Attitude and move to a different article, section, or even different website, this is hypermodality


Key term - push/pull factors - changes in digital technology have 'pushed' audiences away from traditional media platforms, such as print magazines and live television. However, smart media producers can use techniques such as hashtags, viral marketing and targeting advertising to 'pull' audiences back in. The huge banner advert at the top of the Attitude site to subscribe to the print magazine is an excellent example of a 'pull factor' 


Attitude's press pack

What is a press pack?


  • They are excellent resources for analyzing the ideology and the business strategy of a  piece of media, it also  helps gives facts about their audience and sales figures.


 1- Task - click here to access the press pack for Attitude, and make EXTENSIVE notes on the target audience, sales figures, and any other information you may think is useful. 


My notes:
  • described as the 'gay bible' by the sun newspaper. Attitude is the premier destination for those who want to talk directly to gay men. It prides itself on exclusive content open for their target audience.
  • They aim to reach a dynamic readership of affluent, fashion-conscious, brand-loyal  men. 
  • The core reader is a gay male professional, typically in his 20s or 30s, who is financially prosperous and with considerable high earnings than national average, the advertiesments used to add profit reinforce this, as they are wealthier brands that this target market would typically can be applied to. 
  • Attitude readers are highly loyal to brands that advertise and speak to them though gay press.


Stream media and Attitude's production context 

= Stream Media is a publisher of a specific kind of magazine, and they target a niche audience.


My notes: 
  • "We’e a glorious mixture of gay and straight, Mums and Dads, boys and girls and even have a left-hander. Now that’s a minority.' 
  •  “It’s an extraordinary magazine with a global reach and an A-list contacts book, boasts a market-leading digital product and a significant footprint online and across social media.' - what they say about their paternership with attitude magazine 
  • “By bringing Attitude into the Stream family, it can enjoy the support of a larger publisher with greater resources' - shows this is closely connected company with strong links to one another. Shows multi-media platforms. 

-  that all the old notions and models need to be thrown out, and the history of cultural production is irrelevant because we are now living in an ‘information age’ rather than an ‘industrial age’ 


Curren & Seaton argued that the media industries are solely motivated by the acquisition of profit and the procurement of power. To what extent does Attitude Online conform to this practice? 


  • Stream media proves to be taking part is vertical integration to maximize attitude's global influence and also to gain personal self profit from it as well. They aim to not disintegrate attitude's authenticity but to allow attitude magazine to  "enjoy the support of a larger publisher with greater resources"



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