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Journal of Advertising Research
Int. Journal of Market Research
Date: newest first
Date: oldest first
Advertiser Pressure and the Personal Ethical Norms of Newspaper Editors and Ad Directors
Includes video content
Recommended by Warc editors
Gergely Nyilasy and Leonard N. Reid, Journal of Advertising Research, Vol. 51, No. 3, 2011, pp. 538-551
Newspaper journalists and advertising directors were surveyed to update and extend research on advertising pressure.
Newspaper journalists and advertising directors were surveyed to update and extend research on advertising pressure. Results reveal that: advertiser pressure is widespread in newspapers; despite economic threats, however, advertisers succeed with their influence attempts relatively infrequently; smaller newspapers do not differ much from larger ones with regard to any forms of advertiser pressure;advertising directors are more permissive in their personal ethical norms for handling advertiser pressure than editors;employees of small newspapers are not much more permissive in their ethical norms than those of large papers; and the amount of economic pressure a newspaper received (but not other forms of pressure such as influence attempts and acquiescence) is positively correlated with the permissiveness of media workers' personal ethical norms.
Digital versus traditional newspapers: influences on perceived substitutability
Includes video content
Recommended by Warc editors
Carlos Flavián and Raquel Gurrea, International Journal of Market Research, Vol. 51, No. 5, 2009, pp. 635-657
In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news.
In the newspaper industry there is a growing interest in the analysis of the duality of channels that distribute the latest news. In this study we identify the main motivations that lead readers to read the press. We also analyse the influence of motivations on the degree of perceived substitutability between digital and traditional newspapers. First, a qualitative study was carried out in order to learn about this particular context of analysis in greater detail. Specifically, we held a focus group and a series of in-depth interviews. These analyses allowed us to identify the four main motivations to read the press: (1) to search for specific information, (2) to get updated news, (3) for leisure reasons, and (4) as a habit. Subsequently, a survey was applied to a representative sample of users and several hypotheses were tested with a binary logistic regression analysis. The results confirm that the motivation to search for updated news influences negatively the perceived degree of substitutability between channels (readers prefer the digital channel when searching for updated news). We also found that reading as entertainment or as habit led readers to consider both channels more ‘substitutable’. These findings suggest that both channels can survive alongside one another, avoiding cannibalistic effects, and that the newspaper industry should recognise the difference of the digital channel by paying more attention to its peculiarities.
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Newspaper publishing and marketing
Newspaper planning and buying
Newspaper readership research
Types of advertising
Classified and recruitment advertising
Media and publishing
Magazine publishing and marketing
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