Attitude - Industry

Hesmondhalgh - cultural Industries

  • Who publishes Attitude?
Stream publishing limited

  • What other products does the publisher publish?
springtime magazine, p&o cruise discovery - Customer magazines

  • Are they a major or independent publisher? 
Major

  • Corporate website
  • Specialist publisher 
  • Horizontally integrated - buying other magazines they have Winq and Attitude both gay magazines. The bought out the competition - conglomeration and a risk adverse business strategy 
  • Stream have 2 areas of expertise - gay magazines and magazines you get as customers to other products like cars 
  • Stream sell advertising space - press pack/media kit  


Advertising makes up a 3rd of a magazines revenue stream 

The magazine industry and online media is a specialised industry 




Target audience of Attitude:
  • Cultural capital - knowledge of culture
  • Professional - prestigious job, lawyer, doctor who have more money
  • Earnings considerably higher - pink pound is the money that gay people have that straight people don't have as they don't have kids - expendable income
  • Early adopters - buy things as soon as they come out 
  • Gay audience have a higher spending power
  • Attitude readers are highly loyal to brands that advertise - selling the audience to the advertisers 
  • Style conscience and take pride in their appearance - stereotypes are reinforced for financial reasons 
  • Types of brands advertised like Calvin Klein, luxury holidays , Levi  
  • Consumerist society 
  • This is for advertisers 
  • Vogue press pack - inside cover double page spread in Vogue costs £157,000 and in Attitude only £9,000
  • stream have internationalised their company by buying the dutch gay magazine 
  • Multimedia integration - website and magazine 































  • Brand identity is the ideology of an institution 
  • Its another way to make money
  • synergy - where two things work well together 
How does the ideology or the website differ from the magazine?
  • Website is full of ads looks more working class looks like the daily mirror online - looks more trashy 
  • Magazine more classy targeting a middle class audience 
  • This allows them to target a broader gay audience 
  • The magazine has not been scrapped as its still making money


Concentration, integration and co-opting publicity

Cultural industry companies deal with risk and the need to ensure audience maximisation by using strategies that are also apparent in other sectors.


  • Horizontal integration - They buy up other companies in the same sector to reduce the competition for audiences and audience time.
  • Vertical integration - They buy up other companies involved in different stages of the process of production and circulation. Companies might buy ‘downstream’, such as when a company involved in making films buys a DVD distributor, or ‘upstream’, which is when a company involved in distribution or transmission (such as a cable television company) buys a programme-maker.
  • Internationalisation - By buying and partnering other companies abroad, corporations can sell massive amounts of extra copies of a product they have already paid to produce (though they will have to pay new marketing costs, of course).
  • Multisector and multimedia integration - They buy into other related areas of cultural industry production to ensure cross-promotion.
  •  Also important is the attempt to ‘co-opt’ (Hirsch, 1990[1972]) critics, DJs and various other people responsible for publicising texts, by socialising with them and sending them gifts, press releases, and so on. 














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