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Attitudeis a Britishgaylifestyle magazine owned by Stream Publishing Limited. It is sold worldwide as a physical magazine and as a digital download. The first issue ofAttitudeappeared in May 1994. A separate Thai edition was published from March 2011 to April 2018, a Vietnamese edition launched in November 2013, and editions in Belgium and the Netherlands launched in February 2017.
 Jonathan Baileyon the cover of the magazine's inauguralAttitude101 List of LGBTQ trailblazers, February 2021 | |
| Editor | Cliff Joannou |
|---|---|
| Content Editor | Jamie Tabberer |
| Commercial Editor | Dale Fox |
| Categories | Gay,Men's lifestyle |
| Frequency | Bi-monthly |
| Circulation | 11,000 (digital only) plus print circulation unspecified[1] |
| First issue | May 1994 |
| Company | Stream Publishing Limited |
| Country | United Kingdom |
| Based in | London |
| Language | English |
| Website | http://attitude.co.uk/ |
| ISSN | 1353-1875 |
Publication
editCirculation
editAccording to marketing news website The Drum, "Attitude's circulation is not audited byABCand it does not declare its figures, but it promotes itself as the UK's best-selling gay magazine. "[2]AttitudeandGay Timesare considered the top gay men's magazines.[3]Attitudedescribes its typical reader as "a gay male professional, typically in his 20s or 30s"[4]
Content
editIn 1997, art historianReina Lewiswrote thatAttitudewas "notable for its glossy and gorgeous fashion editorial and [...] generally more visual-led [than other gay and lesbian magazines]".[5]Lewis also wrote thatAttitudeused both male and female photographers, and that photographers' sexuality was not made clear: "we do not know if the photographer is gay, although they are certainly gay-literate".[5]In 1999, academic Paul Skidmore wrote thatAttitude"has explicitly pitched itself at the cross-over point between gay andstraightmen’s fashion using at timesandrogynousand ambiguous images in its fashion shots "[6]In 2003, it was characterized as "a gay (and lessladdish) version ofGQ".[7]
Describing the contents ofAttitude,Boy Georgesaid: "It's not just full of cock and arse. There is some intellect in there. Most gay magazines are all nipple rings and eight-inch penises and pecs. [Attitudehas] a bit of that, it has to be said, but there is stuff to read. "[8]
Attitudehas published issues with themes, including a Naked Issue. The 2014 Naked Issue featuredDan Osborneon the cover.[9]In July 2005, the magazine launched fashion supplements as a spin-off publication. The March "2010 issue was themed as the titles first Older Issue withEastEndersstarJohn Partridgeon the cover. The February 2017 edition was the first Body Issue.
Covers
editAttitudefeatures a mixture of gay and straight cover stars. As of February 2017[update],Attitudehad published 280 issues with more than 300 covers. More than half of the cover stars have been gay. The longest stretch straight celebrities have not appeared on the cover is three months. Then-EditorMatthew Toddpreviously suggested there were not enough famous gay people to have them on the cover constantly and has made a point of putting celebrities on the cover such asBeth Ditto(first lesbian woman on anAttitudecover) andKele Okereke(first black gay man on anAttitudecover).[10]
In 2016,Prince Williambecame the first member of theBritish royal familyto appear on the cover of a gay magazine when he appeared on the cover of the July issue ofAttitude;in the cover story, he also became the first British royal to openly condemn the bullying of the gay community.
In the January 2020 issue,Yasmin BenoitandAnick Sonibecame the first asexual and intersex people on cover ofAttituderespectively.
History
editAttitudebegan publication in 1994 as part of theNorthern & Shellgroup owned byRichard Desmond.[8]Attitudewas founded by a straight couple, Tim Nicholson and Jane Phillips, with gay writers Paul Burston and Pas Paschali.[8]
In 2004,Attitudebought by Simon Robinson, who then formedRemnant Media.[11]In 2008,Attitudeand other Remnant titles were bought by Trojan.[12]Attitudewas acquired in September 2016 by Stream Publishing.[13]
Notable interviews
editTony Blairgave the first interview a servingPrime Ministerhas ever given a gay publication in May 2005. He gave his second ever gay press interview to markAttitude's 15th birthday in May 2009. In the 2009 interview, Blair questioned the Pope's attitude towards homosexuality, arguing that religious leaders must start "rethinking" the issue.[14]
For the August 2009 issue,Harry PotterstarDaniel Radcliffegave his first interview to a gay publication in which he announced his support for British political party theLiberal Democrats.He said, "I just loathe homophobia. It's just disgusting and animal and stupid and it's just thick people who can't get their heads around it and are just scared. I grew up around gay people entirely. I was the only child in my class who had any experience ofhomosexualityor anything like that. "[This quote needs a citation]
In February 2010, former Conservative party leaderDavid Cameronappeared on the cover ofAttitudegiving his first interview to a gay publication.
In a 2016,Prince Williamwas photographed exclusively for the cover ofAttitude,marking the very first time a member of the British Royal Family had posed for on appeared on or in a gay magazine. Inside, the Prince met nineLGBTQpeople who had experienced homo, bi or transphobic abuse growing up and had suffered mental health problems as a result. The issue made headlines all over the world on news and television media including BBC, NBC, ITN, Sky News and many more.
Achievements
editThis sectionneeds additional citations forverification.(May 2014) |
In 2005, former editorAdam Matterawon Best Men's Magazine editor of the year at the BSME awards. It was the first time that a gay magazine editor won the prize.[15]Mattera was short-listed again for the prize in 2006. In April 2008,Attitude'sfashion director was named inThe Timesas one of the UK's top 20 star-makers for his contribution to the music industry, alongside Simon Cowell.Attitudewas later edited by Matthew Todd, a long-time associate editor and former deputy editor and writer of the playBlowing Whistles.Todd was nominated as Best Men's Magazine Editor of the Year at the BSME awards 2009 and 2010, the only gay magazine to have been nominated. He went on to win the award in 2011 and 2015 and won BSME Scoop of the Year in 2016 for his Prince William edition. Todd left in 2016 on publication of his book ''Straight Jacket: How to be gay and happy'', about LGBT mental health, something he began writing about inAttitudein 2010.
The digital edition ofAttitudehad a circulation of 9,966 for the period of July–December 2013 according toABC.[1]None of the gay titles reveal print ABC figures (althoughBentused to, placing its readership at 42,347 when it was last audited by ABC in 2004)[16]but Press Gazette has namedAttitudeas the biggest-selling in the sector.[17]
International editions
editThai edition
editGMMPublishing began publishing theThaiedition ofAttitudein March 2011.[18][19]It featured Thailand's top celebrities includingAnanda Everingham,Mario Maurer,Nadech Kugimiya,Utt PanichkulandJiho Lee.Until early 2013, the edition had the local columnStraight Guy We Loveby Thai photographerHaruehun Airry.The magazine ceased publication with the April 2018 edition.[18]
Attitude Vietnam:Thái độ sống
editBased inHo Chi Minh City,and published monthly by Thanh Nien Publishing House in association with Skyharp Media & Entertainment Co. Ltd, Vietnamese edition ofAttitudewas released in Vietnam on 25 November 2013. This edition focuses on supporting on gay rights movement and raising awareness among people.[20]
References
edit- ^ab"Attitude – circulation".ABC.31 January 2014. Archived fromthe originalon 1 May 2014.Retrieved1 May2014.
- ^"Never-say-die Attitude: a boundary-pushing magazine 300 issues on".The Drum.Retrieved15 October2023.
- ^Jankowski, Glen S.; Fawkner, Helen; Slater, Amy; Tiggemann, Marika (September 2014).""Appearance potent"? A content analysis of UK gay and straight men's magazines ".Body Image.11(4): 474–481.doi:10.1016/j.bodyim.2014.07.010.ISSN1740-1445.
- ^Attitude Media Kit.31 May 2017.
- ^abLewis, Reina (March 1997)."Looking Good: The Lesbian Gaze and Fashion Imagery".Feminist Review.55(1): 92–109.doi:10.1057/fr.1997.6.ISSN0141-7789.S2CID144753190.
- ^Skidmore, P L (1 December 1999)."Dress to Impress: Employer Regulation of Gay and Lesbian Appearance".Social & Legal Studies.8(4): 509–529.doi:10.1177/a010360.ISSN0964-6639.S2CID147450634.
- ^Stevenson, Nick; Jackson, Peter; Brooks, Kate (May 2003)."Reading Men's Lifestyle Magazines: Cultural Power and the Information Society".The Sociological Review.51(1_suppl): 112–131.doi:10.1111/j.1467-954x.2003.tb03606.x.ISSN0038-0261.S2CID144422143.
- ^abcWells, Matt (26 April 2004)."Mag that made it cool to be gay".The Guardian.ISSN0261-3077.Retrieved14 October2023.
- ^Shenton, Zoe (30 January 2014)."Hunky TOWIE star Dan Osborne gets his kit off for Attitude magazine's naked issue".The Mirror.Retrieved15 October2023.
- ^"From Brad Pitt to Laverne Cox: How gay magazine covers became more diverse and inclusive".indy100.19 May 2019.Retrieved28 May2019.
- ^"Periodical publisher profiles".Magforum.Retrieved14 October2023.
- ^Holmwood, Leigh (15 May 2008)."Todd named new Attitude editor".The Guardian.ISSN0261-3077.Retrieved19 October2023.
- ^Crispim, Fabio (1 October 2016)."Attitude Under New Ownership".Attitude.Retrieved14 October2023.
- ^"Blair questions Papal gay policy".BBC News.8 April 2009.Retrieved4 December2013.
- ^Grew, Tony (12 January 2007)."Attitude's January edition missing".Pink News.London.Retrieved1 May2014.
- ^"Bent – circulation".ABC.17 February 2005. Archived fromthe originalon 1 May 2014.Retrieved1 May2014.
- ^"Financial crisis as Attitude misses another issue".Press Gazette.London. 2 July 2007. Archived fromthe originalon 1 May 2014.Retrieved1 May2014.
- ^ab"ยื้อไปไม่รอด! แอตติจูด อำลาแผงแล้ว".Thairath Online(in Thai). 7 March 2018.Retrieved29 August2019.
- ^Sanders, Douglas (15 March 2011)."Attitude with a smile".fridae.asia.Retrieved14 October2023.
- ^Attitude launches in Vietnam,InPublishing, 27 November 2013
Further reading
edit- Padva, Gilad (October 2002). "Heavenly Monsters: The Politics of the Male Body in the Naked Issue ofAttitudeMagazine ".International Journal of Sexuality and Gender Studies.7(4): 281–292.doi:10.1023/A:1020334829223.S2CID141403144.
