attitude online -industry

who is attitude magazine published by?

Northern and Shell

what else did northern shell publish?

as well as attitude, they owned and published tabloid papers, gossip magazines, television channels such as Ch.5 and Adult tv channels and adult magazines.

what happened when popularity in print media started declining?

the decline in popularity of print magazines, papers and terrestrial TV channels led to a decline in profits. Northern & Shell started to sell off their assets

who did northern and shell sell attitude to and when?

stream publishing in 2016

what are the conventions of stream publishing

they are an independant reasonably small magazine publisher

what else do stream publishing create?

as well as publishing magazines for the public, they also produce and print a range of products for companies like booklets, fliers and leaflets

how small is the company?

they have one office in surrey with less than 30 employees

who is stream publishing owned by

darren styles who is a gay man and said he bought attitude as he felt offering niche LGBTQ magazines was important as there were so few out there at the time

what has darren styles previously bought

in 2013 he purchased Winq magazine, a European magazine aimed at gay men

what was another reason that stream publishing decided to buy attitude?

attitude magazines an website was one of the man competitors for winq. so stream decided to purchase it (horizontal integration) to absorb the competition into their own company

what else do they publish?

in addition to attitude, they publish a lot of other print products like city jet, hertz and liberty london

how do the company make use of vertical integration

they can write, edit, design and print and distribute their own products due to vertical integration

what does vertical integration mean for attitude

being owned by a small independent company means they can still be creative and boundary pushing

what is the variety with attitude?

attitude have a variety of other global print edition, each with their own websites like beligum and vietnam

how does this help minimise risk?

creating global editions of british magazines and websites helps to minimise risk. stream publishing knew it was an already existing successful format so copied it for other countries / cultures

how does attitude having a website target modern audiences

the attitude website and the existence of the digital editions for phones and tablets, targets a modern audience who are spending more time on converged technology.

there is an ipad version, app version, kindle version - stream uses a variety of digital platforms and sites to distribute attitudes digital versions to readers

how many unique users does the website have

the website attracts as many as 1.7 million unique users a month, while across facebook, twitter, instagram and youtube they have more than 1.2 million loyal, engaged social media followers

how many digital copies sell a month?

11k

how are they earning alot of their money and how do they do this online aswell?

with print magazine, they were earning a large chunk of revenue from advertising. sot hey have to offer brands advertising opportunities online too

how do they advertise the companies on their website?

they sell banner adverts, side bar adverts, companies can sponser sections of the website. companies can also run competitions on the website and advertise their social medias

how can making digital products be used to their advantage?

a digital product can be distributed globally, so attitude often features stories about global travel, other cultures and global LGBTQ issues

how do attitude attract audiences using people?

attitude knows the power of star appeal so it use celebrity based content as much as possible, some even a list celebrities such as tom daley and members from mcfly and gay icons like lady gaga and madonna

what is the advantage of securing huge celebrities

attitude has secured a huge number of exclusive interviews with very high profile celebrities which has really helped to promote both the print mag and the online site and digital editions. even celebs who arents lgbtq

what social medias does attitude use

facebook twitter and instragram to target a reasonably modern audeince and global audience along with it

how do attitude target countries that have lgbtq banned

the online magazine offers content to audiences even in countries where print magazines cannot be sold by law. this demonstrates how online technology can be used to bypass traditional forms of regulation and censorship. this includes 73 countries where lgbtq is still illegal

how do they use social media strategically

their social media posts focus on driving traffic back to the website to help attract advertisers with high visitor numbers

how do they regulate their content

for more adult related content they will sometime use tools on social media to censor posts to audiences that arent over 18

what does this show about the magazine?

demonstrates that they are potentially trying to protect younger audiences from more sexualised content however obviously there are no real checks on social media about users’ ages and it would be very easy for under 18s to access this content

why do attitude not offer the option to share the content for their website

the hateful comments their posts often get, might explain why attitude don’t offer the option to share content from their website

this could be stream attempting to protect their readers and the people in their articles from online hate, perhaps creating a more safe online space for LGBTQ audience

how do attitude deal with ethics policies

stream publish their own ethics policies clearly on attitudes website, proving that some companies are trying to self regulate in an attempt to avoid controversy and offence

how does stream publishing build identity

they run events such as the attitude awards to build the brand identity amongst audiences and industry professionals

what are the attitude awards

the attitude awards are the biggest live event of their kind, held annually in london every october since 2012. previous attendees have included everyone from the duke of sussex, prince harry, kylie minogue and cher to lavern cox, whoopi goldberg and sam smith

how do attitude help lgbtq

the attitude magazine foundation. having first raised more than 300k for the elton john aids foundation over 5 year period, they have used that as inspiration to extend to their own csr enterprise to support wider range of causes, of all sizes, that attitudes own network has encountered

what does this suggets?

challenged curran ad seatons theory that companies are all about profit and power. attitude seems to be about giving back the lgbtq communities aswell as profiting

how did attitude deal with pride during lockdown

‘attitude pride at home’ was a 9 day digital festival launched for pride month in 2020. pride at home content, on attitudes platform aline, recieved 25.9million impressions and reached 18.5million unique viewers. they posted more than 100 video assets during the festival that were viewed more than 745000 times, with a total viewing time of more than 6000 hours

how did they make use of digital convergence

used convergent media technologies to engage audiences and promote brand online during covid pandemic when in person events couldn’t run'