New owner, and first gay publisher for European gay lifestyle magazine, Attitude, Darren Styles, is to launch the brand into the event space.
A new ownership structure, Attitude Media, a joint venture headed by Styles, but drawing on the strengths of the UK’s biggest selling gay magazine’s previous custodians, will launch Club with Attitude to mark its 18th birthday on 21 April. Styles will also launch the inaugural Attitude Awards on 16 October, and tells CN the launches represent a new “level of engagement the 21st-century media consumer demands, and the best possible way to develop relationships that will endure”.
Triactive Media’s Justin Sanders and Vince Nicholls, retain a substantial shareholding and Mash Media (publisher of Conference News) events publishing specialist and MD Julian Agostini also joins the venture set up, helping to create a new division, Attitude Events. Styles’ Stream Publishing operation currently produces customer and in-flight titles for Vauxhall, Flybe, CityJet and SPAR.
The existing Attitude Publishing team, including Editor Matthew Todd (BSME Men’s Editor of the Year and Stonewall Journalist of the Year), moves across to the new company unchanged.
Says Darren Styles: “Attitude is coming of age, in every sense. The May cover-dated issue, published 3 April, marks our 18th birthday, and a milestone of this kind provides the perfect opportunity both to reflect on how far we have come and to lay the foundations for continued success.”
Styles adds that Attitude is “an amazing brand, with proven longevity and the power to engage with its market in a way that marries sensitivity and responsibility with the celebratory. With the experience we have on our expanded team we can take that brand into the event space – and have exciting plans to do so.”
Styles tells CN of his venue search: “We looked at a wide range of London venues for Club with Attitude, from theatres and the work-in-progress Hippodrome, to spaces that might be converted on aone-off basis. There is a surprising dearth of opportunity, not least as most nightclubs of any scale tend to be pretty tatty and uninspiring, with poor facilities. And then we found Proud2 at The O2, one of Alex Proud’s newest ventures.
“Not only could it accommodate the 3,500 audience we hope to attract, but it’s modern, beautifully finished and works like the purpose-built operation it is. There’s a clear view of the main stage from all three floors, five bar areas and the décor has a decadent Las Vegas air – all of which will play very well with our crowd.
“We were a little worried about being ‘out East’ at first, but the Underground’s Jubilee Line goes right to the door – and out of hours Proud2 run a subsidised bus service into the centre of London. £2 gets you dropped at Charing Cross. We believe Proud2, and the O2, is great home for Club with Attitude.”
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