Audience & Targeting Flashcards
How does attitude target men through its content
(5)
- Factual writing style
- High image to text ratio
- Short paragraphing
- lots of stats used in articles
- A lack of emotional content deployed in stories
What is the targeted age range?
26 to 55
How does attitude target 26-55 year olds
(8)
- Heavy use of Facebook and Twitter as supporting/satellite social media - the primary sites used by this age group.
- Celebrity culture referenced to engage an audience who grew up with the mass media of the late 20th century. (E.g. Jake shears)
- Use of celebrity led stories featuring stars who the target audience grew up with. (Gok Wan)
- Lots of retro culture stories looking back at the 1990s.
Inclusion of political stories - perhaps also indicative of a mature audience. - The ‘real bodies’ regular feature is particularly interesting in terms of the use of mature men and the various real life health issues they face - a further reflection of the older readership of the product.
- Lack of audience feedback is interesting - a younger audience would expect to have feedback mechanisms featured more heavily.
- The connections to the print version of the product are foregrounded - perhaps to give authority to the site through its connection to a traditional media parent.
- Format of the web product emulates that of its print parent to create audience recognition.
What socio economic group is Atttiude targeted towards
ABC1
How does attitude target the socioeconomic group of ABC1
(4)
- Partnerships and sponsorships have been built with companies who advertise premium products on the website (Jaguar, Calvin Klein).
- Language is very formal and complex - extended language deployed, mostly written in standard English, to mirror middle class values and educational background of an ABC1 demographic.
- Relatable activities for this demographic are incorporated into narratives and competitions to create connections with the target audience (theatre visits, arts and cultural events, premium restaurants, five star holidaying).
- Stories often aimed at a graduate/professional readership through direct reference to ABC1 professions (teachers, managers, designers and so forth)
How does Attitude target lifecycle positions of both bachelor & marries
Bachelor/married: even though the product is aimed at a mature audience, the lack of space given to family based topics is suggestive of the lifestyle of a gay audience who, stereotypically, are less likely to have children. Competitions feature luxury breaks for couples as
prizes for instanc
How does attitude target itself to those with interests in Gay culture, fashion, film, travel & fitness
The product is zoned according to the reader activities and
interests. The emphasis placed on entertainment as a core leisure activity for the audience is given prominence through the ordering of the website’s menu options.
The editorial mix consists of soft news stories dominated by celebrity led content with some harder issues covered to
engage the ‘reformer’ psychographic group
What psychometric group does Attitude target?
Reformer/aspirer
How does Attitude target reformers/aspirers?
(3)
- Some narratives are political, generating commentary on social issues - mostly LGBT orientated but also including material that deals with homelessness, voting rights,
and women’s rights and so on. - Some stories might be classified as old fashioned ‘campaign’ based journalism - journalism that tries to effect
social change. - The magazine simultaneously constructs a very aspirational feel - the style section is saturated with references to premium fashion brands, is firmly concerned with looking good, material acquisition and brand awareness, whilst the travel section highlights ‘boutique’ hotel options at the expense of budget travel.
How does Attitude target a modern audience
Attitude’s website and digital editions cater to a modern audience increasingly reliant on converged technology.
Stream Publishing utilizes various digital platforms to distribute Attitude’s content, attracting over 1.7 million users monthly and boasting over 1.2 million followers across social media platforms.
How does the website generate revenue
The website generates revenue through advertising, offering a range of options, including banner ads, sidebar ads, sponsored sections, and advertorials. These strategies capitalize on the website’s large audience and provide Stream Publishing with a significant source of income.
What does this digital format allow for?
The digital format allows Attitude to transcend geographical boundaries, reaching a global audience beyond its initial British readership.
This is evident in the website’s content, which features stories about global travel, diverse cultures, and LGBTQ+ issues worldwide.
Celebrity appeal and social media engagement
Attitude’s website and print editions heavily feature celebrities, capitalizing on star power to attract readers. The magazine is renowned for securing exclusive interviews with high-profile figures, including members of the Royal Family and Prime Ministers.
This strategy reinforces Attitude’s brand identity and unique selling point.
Why does social media and online platforms play a huge role in Attiude targeting a modern and global audience
Social media plays a crucial role in targeting a modern and global audience. Attitude utilizes platforms like Facebook, Twitter, and Instagram to engage with readers worldwide, sharing content about international events and connecting with individuals in various countries.
The online platform allows Attitude to reach LGBTQ+ communities in countries where homosexuality is illegal and print editions are restricted. This demonstrates the power of online technology to bypass traditional forms of censorship and regulation.
Navigating Online Challenges
Stream publishing ethics policy and regulation
Attitude faces challenges in managing online content, particularly regarding hate speech and discrimination. While social media platforms aim to address these issues, their efforts are often inadequate.
This has led Attitude to limit audience interaction with certain content, potentially to protect readers and individuals featured in articles from online harassment.
Stream Publishing has implemented its own ethics policy, reflecting a growing trend of self-regulation among companies to avoid controversy and offense.
Building Brand Identity and Giving Back
Which theory does this challenge
Stream Publishing organizes events like the Attitude Awards to strengthen the brand’s identity among audiences and industry professionals.
The company has also established the Attitude Magazine Foundation, a registered charity that supports LGBTQ+ communities and charities through fundraising, youth groups, events, and donations to Pride festivals. This challenges Curran & Seaton’s theory that companies are solely driven by profit and power, showcasing Attitude’s commitment to giving back.
During the COVID-19 pandemic, Stream Publishing launched the “Attitude Pride at Home” festival, a nine-day digital event that provided a platform for Pride celebrations in the absence of in-person events. This demonstrates the company’s ability to adapt to current social and cultural contexts and utilize technology to engage its audience.
