Attitude began as a newspaper in the 1990's and later into a website. It is targeted at older gay men, primarily those with some amount of wealth. As it is a UK magazine, and it therefore targeted towards British men.
The website has an article called "boys" that is filled with photos of shirtless, muscular men. Currently, all of the men in this section are white, which reflects the ethnic group the newspaper is targeting.
The audience is older gay men, because much of the articles are reflective of their interests.
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