Attitude (magazine)
Attitude is a British gay lifestyle magazine owned by Stream Publishing Limited. It is sold worldwide as a physical magazine and as a digital download. The first issue of Attitude appeared in May 1994. A separate Thai edition was published from March 2011 to April 2018, a Vietnamese edition launched in November 2013, and editions in Belgium and the Netherlands launched in February 2017.
Publication[edit]
Circulation[edit]
According to marketing news website The Drum, "Attitude's circulation is not audited by ABC and it does not declare its figures, but it promotes itself as the UK's best-selling gay magazine."[2] Attitude and Gay Times are considered the top gay men's magazines.[3] Attitude describes its typical reader as "a gay male professional, typically in his 20s or 30s"[4]
Content[edit]
In 1997, art historian Reina Lewis wrote that Attitude was "notable for its glossy and gorgeous fashion editorial and [...] generally more visual-led [than other gay and lesbian magazines]".[5] Lewis also wrote that Attitude used both male and female photographers, and that photographers' sexuality was not made clear: "we do not know if the photographer is gay, although they are certainly gay-literate".[5] In 1999, academic Paul Skidmore wrote that Attitude "has explicitly pitched itself at the cross-over point between gay and straight men’s fashion using at times androgynous and ambiguous images in its fashion shots"[6] In 2003, it was characterized as "a gay (and less laddish) version of GQ".[7]
Describing the contents of Attitude, Boy George said: "It's not just full of cock and arse. There is some intellect in there. Most gay magazines are all nipple rings and eight-inch penises and pecs. [Attitude has] a bit of that, it has to be said, but there is stuff to read."[8]
Attitude has published issues with themes, including a Naked Issue. The 2014 Naked Issue featured Dan Osborne on the cover.[9] In July 2005, the magazine launched fashion supplements as a spin-off publication. The March" 2010 issue was themed as the titles first Older Issue with EastEnders star John Partridge on the cover. The February 2017 edition was the first Body Issue.
International editions[edit]
Thai edition[edit]
GMM Publishing began publishing the Thai edition of Attitude in March 2011.[18][19] It featured Thailand's top celebrities including Ananda Everingham, Mario Maurer, Nadech Kugimiya, Utt Panichkul and Jiho Lee. Until early 2013, the edition had the local column Straight Guy We Love by Thai photographer Haruehun Airry. The magazine ceased publication with the April 2018 edition.[18]
Attitude Vietnam: Thái độ sống[edit]
Based in Ho Chi Minh City, and published monthly by Thanh Nien Publishing House in association with Skyharp Media & Entertainment Co. Ltd, Vietnamese edition of Attitude was released in Vietnam on 25 November 2013. This edition focuses on supporting on gay rights movement and raising awareness among people.[20]
