Everything about Attitude Magazine totally explained
attitude is an award winning
British gay lifestyle magazine distributed worldwide. The first issue appeared in May 1994. As of April 2008, it's owned by Trojan Publishing .
The magazine's target audience is out-there, image conscious gay men, typically in their 20s and 30s and with income considerably higher than the national average. In 2005, former editor
Adam Mattera won Best Men's Magazine editor of the year at the prestigious BSME awards. It was the first time that a gay magazine editor won the prize. Mattera was shortlisted again for the prize in 2006. In April 2008, Attitude's Fashion Director was named in the Times as one of the UK's top 20 star-makers for his contribution to the music industry, alongside heavyweights including Simon Cowell. Attitude is currently edited by Matthew Todd, long term Associate Editor and former Deputy Editor. Matthew is also the playwright for the stage production of
Blowing Whistles.
None of the gay titles reveal ABC figures but according to the Press Gazette,
attitude is the biggest selling in the sector.
History of ownership
attitude started life in 1994 as part of the
Northern and Shell Group owned by Richard Desmond. In 2004 it was sold to Remnant Media. Since then the magazine has been briefly in the ownership of Giant Clipper and Attitude Publications Ltd before Trojan Publishing Ltd purchased the "intellectual property rights" for Attitude in 2008.
Content
Celebrities who have appeared on the cover include
Mitch Hewer,
Mark Feehily,
Kevin McDaid,
Kylie Minogue,
Madonna,
Marilyn Manson,
Elton John,
McFly,
Robbie Williams,
Rupert Everett,
Justin Timberlake,
Philip Olivier,
Lee Latchford-Evans (as part of their annual Naked Issue),
Freddie Ljungberg,
Heath Ledger,
David Beckham,
George Michael,
Rufus Wainwright,
Will Young,
Christina Aguilera,
Dermot O'Leary,
John Barrowman, and the
Scissor Sisters. Several of these covers have been world exclusives.
In addition to celebrity interviews the magazine is balanced by serious features on a range of subjects, which have included the plight of gay asylum seekers and the rise of the far right in Eastern Europe, the curent US Presidential election campaign as well as 'real life' editorial such as male rape and body image issues. In May 2005, on the eve of the last
UK general election, the magazine interviewed
Tony Blair for the cover. In April 2008 Attitude took now Mayor of London Boris Johnson to task about his comments that 'if gay marriage was ok - and I was uncertain of that issue - then I saw no reason why a union shouldn't therefore be consecrated between three men, as well as two men; or indeed three men and a dog", a claim Boris tried to justify as loose talk on Newsnight or Question Time, until reminded of a passage in his own book as a direct source!
attitude itself is renowned for getting the major exclusive interviews within the gay market. These exclusives include Madonna's first worldwide press interview for her
Confessions On A Dance Floor album, Elton John and David Furnish's only print interview in the world for their civil partnership in December 2005, Heath Ledger's only gay press interview, Take That's first print interview after re-forming, Kylie Minogue, who always gives Atituede her launch interviews and Robbie Williams's only cover story interview on the release of his Greatest Hits album. Will Young has only ever given gay press interviews to
attitude. In 2006, The
Scissor Sisters gave their first print interview in the world for their new album to the magazine with an exclusive five cover edition, each cover featuring a different member of the band.
The magazine is often themed, notably with a 'Celebrity Naked Issue' which featured amongst others
Max Beesley,
Philip Olivier and
Will Mellor. In July 2005 the magazine launched fashion supplements as a spin off publication from the main magazine.
Contributors to the magazine have included
Julie Burchill,
David Furnish,
Mark Simpson (the magazine's leading columnist in its early years), Tim Teeman, Simon Fanshawe,
Will Self,
Augusten Burroughs,
Anthony Crank,
Jackie Collins,
Matt Lucas,
Boy George,
Russell T. Davies,
Graham Norton,
Preston from
The Ordinary Boys,
Bruce LaBruce and photographer
Wolfgang Tillmans. Senior contributing editors include
Johann Hari of
The Independent, Paul Flynn and Patrick Strudwick
Selected cover stars
April 2008
Trojan Publishing Ltd, which also owns
FRESH,
Woman's Fitness and
What Diesel?, announced ownership of the intellectual property rights for the Attitude brand in April 2008. Key members of staff from advertising, editorial and design remain with the title and can be contacted attitude@trojanpublishing.co.uk or by calling +44 (0)20 7608 6300 or +44 (0)1795 592859 for subscriptions. As of April 2008 Adam Mattera is long longer editor.
The
attitude website is currently in development, with a launch date given as 9th June 2008 by the publishing team.
Further Information
Get more info on 'Attitude Magazine'.
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