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|Categories||Gay, Men's lifestyle|
|First issue||May 1994|
|Company||Attitude Media Ltd|
Attitude (often stylized as attitude) is a British gay lifestyle magazine owned by Attitude Media Ltd. It is sold worldwide as a physical magazine, and as a digital download for the iPad and iPhone via the App Store, and for Android devices via the Android Market. The first issue of attitude appeared in May 1994. A separate Thai edition has been published since March 2011.
 History of ownership
attitude started publication 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 (which also owns Fresh, Woman's Fitness and What Diesel?) purchased the "intellectual property rights" for attitude in April 2008. However all of the magazine's debts dating prior to issue 165 remain the responsibility of the previous publisher - Attitude Publications Ltd. The magazine had difficulties with both publishing and distribution in 2007 and failed to appear on the news-stands in both January and July that year.
After financial trouble, owners created Vitality Publishing to own Attitude, and sold the company to private investors. The current owner is listed as Attitude Media Ltd, although this appears to be linked to Vitality Publishing as the attitude website links to Vitality's terms and conditions.
Celebrities who have appeared on the cover include Rupert Grint, Tony Blair, Daniel Radcliffe, Madonna, Heath Ledger, Sacha Baron Cohen as Brüno, David Cameron, Clive Owen, David Beckham, Take That, James Franco, Dominic Cooper, Mitch Hewer, Mark Feehily, Kevin McDaid, Kylie Minogue, Marilyn Manson, Elton John, McFly, Robbie Williams, Rupert Everett, Justin Timberlake, Philip Olivier, Freddie Ljungberg, George Michael, Rufus Wainwright, Will Young, Christina Aguilera, Dermot O'Leary, John Barrowman, Gary Lucy, Beth Ditto, Cheyenne Jackson and the Scissor Sisters. Many of these covers have been world exclusives.
In February 2010 Conservative party leader David Cameron appeared on the cover of attitude giving his first interview to a gay publication.
For the August 2009 issue, Harry Potter star Daniel Radcliffe gave his first interview to a gay publication in which he announced his support for British political party the Liberal Democrats. He said, "I just loathe homophobia. It's just disgusting and animal and stupid and it's just thick people who can't get their heads around it and are just scared. I grew up around gay people entirely. I was the only child in my class who had any experience of homosexuality or anything like that."
In addition to celebrity interviews the magazine also includes 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 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 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 okay – and I was uncertain of that issue – then I saw no reason why a union should not therefore be consecrated between three men, as well as two men; or indeed three men and a dog", a claim Johnson 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 frequently acquires exclusive interviews within the gay market. These exclusives include Daniel Radcliffe's only gay press interview, Madonna's first worldwide press interview for her Confessions On A Dance Floor album, Elton John and David Furnish's only print interview 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 attitude 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 for their new album to the magazine with an exclusive five cover edition, each cover featuring a different member of the band. Take That also gave their first magazine interview to attitude after reforming and also posed for a four cover special in early 2009.
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. The March 2010 issue was themed as the titles first older issue with EastEnders star John Partridge on the cover.
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, Andrew M. Potts, 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 journalist Johann Hari, former Boyz editor Simon Gage, journalist and former Capital Gay editor Simon Edge and author Will Davis. Former senior contributing editors include Paul Flynn and Patrick Strudwick.
In a 2009 interview, Blair questioned the pope's attitude towards homosexuality, arguing that religious leaders must start "rethinking" the issue.
 Cover stars
Often, the cover is of a straight celebrity gay people admire at the time. As of May 2010, attitude created 151 magazines of which 106 covers have been dedicated to straight celebrities or politicians. Only 45 covers have been dedicated to gay celebrities. The longest stretch straight celebrities have not appeared on the cover is two months. Editor Matthew Todd has claimed has suggested there are not enough famous gay people to have them on the cover constantly and has made a point of putting celebrities on the cover such as Beth Ditto (first gay woman on an Attitude cover) and Kele Okereke (first black gay man on an Attitude cover).
In 2005, former editor Adam Mattera won Best Men's Magazine editor of the year at the BSME awards. It was the first time that a gay magazine editor won the prize. Mattera was short-listed 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 Simon Cowell. attitude is currently edited by Matthew Todd, a longtime associate editor and former deputy editor and writer of the play Blowing Whistles. Mr Todd was nominated as Best Men's Magazine Editor of the Year at the BSME awards 2009 and 2010, the only gay magazine to have been nominated. He went on to win the award in 2011. In The Independent Pink List 2008, Mr Todd was named as the 90th most influential gay person in the UK. In 2009 he rose to number 85. In 2010 he jumped 30 places to number 55. In 2010 attitude was nominated by Stonewall in their annual awards as Publication of the Year.
 Thai Edition
GMM Inter Publishing has published the Thai edition of attitude since March 2011. It has featured Thailand's top celebrities including Ananda Everingham, Mario Maurer, Nadech Kugimiya, Utt Panichkul and Jiho Lee. The edition gave an advent of the local specific column Straight Guy We Love by Haruehun Airry. Being featured on Straight Guy We Love often extends further career in fashion industry for models.
- Blair questions Papal gay policy
- Grew, Tony (2007-01-12). "Attitude's January edition missing". PinkNews. Retrieved May 7, 2010.
- "Financial crisis as Attitude misses another issue". pressgazette.co.uk. Archived from the original on 2 March 2009. Retrieved 2009-02-24.
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 Further reading
Padva, Gilad (2002). Heavenly Monsters: Male Bodies, Fantasies and Identifications in the Naked Issue of Attitude Magazine. International Journal of Sexuality and Gender Studies 7(4): 281-292.