Attitude + Stream Publishing

Attitude + Stream Publishing
  • Attitude is published by stream publishing limited
  • They are an independent, specialist publisher
  • They are vertically integrating by buying attitude, however they bought attitude to reduce their competition in order to avoid risk

Attitude's target audience

Attitude has a target audience who are "professional" which suggests they have cultural capital. The use of the word "professional" suggests they have a more financially stable job than the average person. As well as that gay people are more likely to have expendable income as they are less likely to have children than heterosexual people. The words "they are very style conscious" is a popular 
gay stereotype. The reason Attitude are very stereotypical is for financial gain as it allows the audience to be sold. 
The only reason Attitude exists is because the consumer 
audience buy things.The inside over double page spread 
is £157,000 for the Uk Vogue compared to attitudes 
inside page which is only £9000. This could be because 
they didn't know for sure if it would be successful. 

1/3rd of a magazines revenue comes from the cost of sale while 2/3rd of a magazines revenue come from advertisements. 

Brand identity is the ideology of an institution. The inside over double page spread is £157,000



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. (Hesmondhalgh)

  • 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)
  • Multi-sector 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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