Attitude magazine is a gay lifestyle magazine targeted towards LGBT+ males, mainly gay between the ages of 22-55 years old. They fit into the A, B and C1 in the income and status model and are categorised in Young and Rubicam's 4C's as a reformer and aspirer. Also, they fit into trendies, innovators but also possibly groupies and utopians within the lifestyle categories.
Attitude's appeal to this audience is clear when you look at both the magazine and there website.
The magazine discusses topics such as fashion, celebrity culture, current affairs and politics relative to LGBT culture, fitness, health and travel. All which are of interest of the target audience. We can see these things simply by looking through the website and front covers of this magazine. For instance, on this cover features Courtney Act , an LGBT celebrity who many readers will be familiar with and recognise due to her appearing on RuPaul's Drag Race a show popular within the LGBT community. The cover shows a mix of both discussion about celebrity news and gossip but also of discussion about LGBT issues.
Attitude uses many references towards celebrity culture and to engage an audience who grew up with the mass media of the late 20th century and has many celebrity led stories of celebrities who the target audience grew up with, for example Kylie Minogue and Madonna. The inclusion of political stories also shows that it is targeted towards a more mature audience.
Many of the articles featured on the site are political or are based around a range of issues ranging from homelessness within the community or things such as racism, women's rights and so on which may be of interest to the target audience who are likely interested and want to keep up to date with current affairs.
The fact that the magazine includes a travel and theatre section shows how it is targeted towards the ABC1 demographic as to fund these things you're going to need to have a high salary.
The website and magazine may feel the audiences needs and may fulfil there need for belonging as the website and magazine can create a sense of community and they may feel as following and reading Attitude they are able to gain access to the LGBT community and can act as gateway towards it.
Attitude takes advantage of technology and social media in particular and has a high social media following on Facebook, Twitter and Instagram to reach across the whole of its 25-55 target demographic and maybe even beyond that. In times where magazine sales are going down across the industry, social media can give a boost to magazines like Attitude as it can be used as a form of free advertisement for the magazine as people will like and share and retweet different posts and articles from Attitude's website in which it will then reach more people and then they can gain awareness of there magazine and build there audience. Many of there social media posts tend to link to an article on there website which they can then gain money from due to the advertisements on the side. Each social media platform tends to have different demographics and the fact that there Facebook page has over 800,000 likes but their Instagram and Twitter pages have just over 150,000 followers shows the strategy of using a range of platforms helps as they can reach their more older audience through Facebook which is used more by older people, but there younger audience through Instagram which is used more by younger people and they can reach a range of their audience through Twitter.
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