attitude - industry Flashcards
economic context - what is attitudes circulation?
print circulation of 60,000
mobile circulation of 8,000
who used to publish attitude? who publishes it now?
- originally published by “Northern & Shell” -quite tabloid and gossip-based.
N&S started to suffer financially - Stream Publishing bought Attitude from N&S, they’re independent but do have a range of other magazine titles to their names
who owns attitude?
Darren Styles, currently the Managing Publisher for Steam Publishing. He’s gay 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 do stream have control over?
stream can write, edit, design, print and distribute their own products due to vertical integration- they aren’t owned by a conglomerate. they still have the power to be creative because they’re small and independent (against Curran & Seaton’s power industries theory).
are there any other editions of attitude? what theory does this support?
variety of other global print editions for Attitude that all include their own website s- for example, a Thai edition, Belgian, Netherlands, Vietnam, etc. this reflects hesmondhalgh’s ideas about minimising risk by creating global editions of the magazine. it was already an existing successful format so copied it to other countries.
do stream adhere to digital convergence?
uses a variety of digital platforms and sites to distribute Attitude’s digital versions to readers.
the website attracts roughly 1.7 million users a month and has 1.2+ million followers across Facebook, Twitter, Instagram and YouTube.
how does stream generate more revenue?
they have to offer brands advertising opportunities online too. they sell banner adverts, sidebar adverts, companies can sensor sections of the website, they can take over a page, create advertorials that look like articles but are actually adverts. they can run competitions and promos on the website, and they can even advertise via their social media pages. a whole load of advertising opportunities that creates Steam Publishing more revenue.
what does being a website with digital editions mean?
they are able to distribute their product globally, it’s no longer limited to a british target audience
how can attitude reach countries where the lgbtq community is illegal?
LGBTQ community is illegal and Attitude is not allowed to be sold in its print version. Having an online website means they can offer this content to people in those countries even if LGBTQ communities are illegal by law.
This demonstrates how online technology can be used to bypass traditional forms of regulation and censorship.
how do attitude surpass regulation? why is this an issue?
there are no real checks done on social media so regulation is extremely difficult.
attitude also have an issue that not everyone who comments or looks at their social media posts is actually supporting of LGBTQ communities- there are several comments that may be seen as hateful, offensive and discriminatory.
what other things does stream do to build their brand?
Stream Publishing run events such as the Attitude Award to build the brand identity amongst audiences and industry professionals. They’ve also set up something called the Attitude Magazine Foundation which is a registered charity that raises money and funds to distribute to LGBTQ communities and charities around the company- running youth/support groups, events, donations towards pride festivals, etc. This challenges Curran & Seaton’s theory that companies are all about profit and power. Attitude seems to be about giving back to LGBTQ communities too.
