Interactivity is the way that a brand or company can interact with their customers or consumers and is a key part in the entertainment business. Attitude does this by giving their audience many ways to connect with them.
One example of this is signing up for the newsletter in which the audience will receive a newsletter emailed to them every week. It is so simple that all they have to do is enter their email and wait for the news letters to be sent to them. By doing this, the audience member who have subscribed to this can then be notified when a new issue is released and can also get more insider information from the company making that person feel more involved with Attitude.
Another example of this is where the audience can receive a print copy of the magazine when they are issued in the post. This might make their audience feel special because Attitude are mailing them a copy of the magazine. They also have a Facebook account which allows their audience to comment and share what they are thinking.
An example of their audience being persuaded into actively interacting with Attitude is their Facebook account. For example they have posted an image of a young icon in the music industry who is openly bisexual, by pairing this with them talking about the Brighton pride event they are enticing their audience to talk about it. They also link the Brighton pride festival YouTube channel to get more of their audience to subscribe to that. Clay Shirky's theory talks about how new technologies are allowing new kinds of cooperative structures to flourish as a way of doing business. Attitude is a good example of this because even though they are mainly a magazine, they are now online and they are on Facebook too which means they are expanding their revenue and their business.
Because the majority of Attitudes audience are gay men, they are all most likely on social media and Attitude recognize this so what they are doing is capitalizing and promoting themselves on the apps that their audiences use based off their demographics. Because lots of people these days have a good relationship with social media then that means they use it, so it only makes sense to do business on there.
For those who are traditionalists and like a good magazine in hand, they do offer this too. There is an option for those people to be sent a magazine in the post when they come out. But this does involve them by signing up on the website and on the posting service.
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