Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's best marketing campaigns and companies.
The latest on 80+ key topics
Media & Channels
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Forecasts and Data Homepage
Overview of databases, forecasts and reports.
Annual ad expenditure data for 88 markets.
International Ad Forecast
Warc's forecasts for adspend in 12 key markets.
Consensus Ad Forecast
Adspend forecast aggregating several sources.
Media Costs Database
Compare costs across media and markets.
Global Marketing Index
A monthly indicator of the state of the industry.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
REFINE YOUR RESULTS BY:
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.
YOU ARE IN THE WARC INDEX:
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
No. of results per page
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the