Celebrities who have appeared on the cover include Kylie Minogue, Madonna, Marilyn Manson, Elton John, McFly, Robbie Williams, Rupert Everett, Justin Timberlake, Lee Latchford-Evans, Freddie Ljungberg, Heath Ledger, David Beckham, George Michael, Will Young, Christina Aguilera, Dermot O'Leary and the Scissor Sisters. Several of these covers have been world exclusives as in the case of the December 2005 issue, which featured Elton John and David Furnish's only major joint interview about their wedding.
In addition to celebrity interviews the magazine runs news features, which have included the plight of gay asylum seekers and the rise of the far right in Eastern Europe. In May 2005, on the eve of the last election, the magazine interviewed Tony Blair.
attitude is renowned for getting the major exclusive interviews within the gay market. Madonna gave her first worldwide press interview for her Confessions on A Dance Floor album to attitude; Elton John and David Furnish gave their only print interview in the world for their civil partnership in December 2005 to attitude; Heath Ledger gave his only gay press interview in the world to attitude; Take That gave their first print interview in the world after re-forming to attitude; Robbie Williams gave his only cover story interview on the release of his Greatest Hits album to attitude; and Will Young has only ever been given gay press interviews to attitude. The Scissor Sisters gave their first print interview in the world for their new album to attitude with an exclusive five cover edition, each cover featuring a different member of the band.
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 a one off fashion supplement.
Contributors to the magazine have included Guy Burnet, Julie Burchill, David Furnish, Will Self, Augusten Burroughs, 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 Johann Hari of The Independent, Paul Flynn and Patrick Strudwick
In 2005, attitude editor Adam Mattera won Best Men's Magazine editor of the year at the prestigious BSME awards. It was the first time that a gay magazine editor won the prize. Mattera was shortlisted again for the prize in 2006.