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GERGELY NYILASY
KAREN WHITEHILL KING
LEONARD N. REID
Insights from
University of
Grady College of
Grady College of
SCOTT C. McDONALD
Melbourne
Journalism and
Journalism and
Mass Communication,
Mass Communication,
University of Georgia
University of Georgia
Condé Nast
Checking the Pulse of Print Media Fifty Years of Newspaper and Magazine Advertising Research This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years. Its purpose is not to present a scientific and in-depth analysis of every research article on newspaper and magazine advertising published since 1960 but (1) to identify key findings that advance the interface between the academic study and practice of advertising and then (2) to develop research-based recommendations to guide future researchers. Articles were categorized into major content areas (readership, recall and recognition, executional/stylistic components, social issues, cross-media comparisons, engagement, and media models), and key findings are reported. Future research issues are suggested to advance advertising research on the two media analyzed.
INTRODUCTION
and played early and prominent roles in ushering
The development of advertising as a national mar-
in the age of mass communication and mass mar-
keting communications force is linked directly to
keting (Beniger). Today, newspapers and maga-
the rise of daily mass-circulation newspapers in the
zines still are important media, though their places
1880s and mass-circulation magazines in the 1890s
in the advertising landscape have been altered sig-
(Beniger, 1986). Though newspapers served as a
nificantly by the economic, social, and technologi-
local and retail advertising medium long before
cal changes of the last 120 years.
the 1880s, the emergence of newspapers and maga-
This article examines the state of newspapers and
zines as mass media in the late nineteenth century
magazines as print advertising media as reflected
allowed marketers of branded goods and services
in research literature over the past 50 years. The
to reach (and communicate with) mass audiences
authors’ purpose is not to present a scientific and
across space and time. Until the arrival of broad-
in-depth analysis of every research article on news-
casting with radio in 1922, newspapers and maga-
paper and magazine advertising published since
zines dominated national advertising planning
1960 but, instead:
DOI: 10.2501/JAR-51-1-167-181
March 2011 Supplement JOURNAL
OF ADVERTISING RESEARCH 167
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The development of advertising as a national-marketing
The nature of consumer magazines also has changed from the 1960s to the present
communications force is linked directly to the rise
day. Unlike newspapers, however, one-
of daily mass-circulation newspapers in the 1880s
magazines are not available from the
and mass-circulation magazines in the 1890s.
source data on the number of consumer 1960s. Data from the past decade indicate that the number of consumer magazines has varied greatly from year to year (Striplin, 2009). For example, there were 8,138 consumer magazines in 2000. By 2002, the
• to identify key findings that advance the
Before turning to the research analysis,
number had dropped to 5,340. From 2003
interface between the academic study
it is important to put the findings in his-
through 2008, the number of magazines
and practice of advertising, and then
torical context.
steadily increased from 6,234 to 7,383. In
• to develop research-based recommen-
2009, the number of consumer magazines
dations to guide future investigations.
HISTORICAL BACKGROUND
in circulation fell again to 7,110. A major
Over the years, there has been a signifi-
trend in magazines has been the shift from
For the most part, the authors confined
cant decline in the percentage of total U.S.
more general-interest magazines to more
their analysis to the Journal of Advertising
advertising spending accounted for by
specialized vehicles.
Research. Relevant research from other
these two media. According to the U.S.
advertising (Journal of Advertising, Interna-
Statistical Abstract (U.S. Census Bureau,
SUMMARY OF KEY RESEARCH FINDINGS
tional Journal of Advertising, Journal of Cur-
1971, 2009), spending on newspaper
Since 1960, a considerable amount of
rent Issues and Research in Advertising) and
advertising as a percentage of total adver-
research has appeared in the public litera-
marketing journals (Journal of Marketing,
tising spending declined from 30.8 percent
ture on newspaper and magazine adver-
Journal of Marketing Research, and Market-
in 1960 to about 13.2 percent in 2008 (i.e.,
tising. The appearance of this research
ing Science) also has been integrated to pro-
last-year data available from the same
does not exactly parallel the historical
vide a more comprehensive perspective.
source). Although national advertising
trends of the two media but, likewise, has
The authors limited their analysis to
in newspapers represented 6.5 percent of
varied over the past 50 years.
newspapers and magazines defined as
total advertising spending in 1960, it rep-
For the review of the research on
“press advertising”—advertising printed
resented only 2.2 percent in 2008. Maga-
newspaper and magazine advertising
on physical paper, placed and featured
zine advertising spending dropped from
as represented by the past 50 years, the
within the news, editorial, and entertain-
7.6 percent in 1960 to 4.8 percent in 2008. In
authors identified articles in the Journal
ment content of a print vehicle. Research
total, the combined advertising spending
of Advertising Research and the three other
on other print media (i.e., Yellow Pages
in newspaper and magazine advertising
advertising-focused scholarly journals—
and other directories, outdoor, direct mail,
as a percentage of total advertising spend-
International Journal of Advertising, Journal
and collateral) that serve as self-contained
ing went from 38.4 percent to 18 percent in
of Advertising, and Journal of Current Issues
advertising platforms (i.e., ads are not
this 50-year period.
and Research in Advertising—by search-
placed to reach audiences attracted by
There has also been a dramatic change
ing through the Business Source Premier
vehicle content, the vehicle is advertising)
in the number of newspapers published.
database using words such as “print,”
is excluded. The research also excluded
In 1960, the U.S. Statistical Abstract (U.S.
“newspaper,” “magazine,” and “advertis-
advertising associated with online ver-
Census Bureau, 1971) reported the existence
ing.” Additionally, the authors searched
sions of newspapers and magazines and
of 1,763 daily papers. By 2008, the number
through such marketing journals as the
portable digital readers and tablets, such
had declined to 1,408. The percentage of
Journal of Marketing, Journal of Marketing
as the Kindle and the iPad. Although these
advertising content versus editorial content
Research, and Marketing Science.
new content-delivery mechanisms are
in newspapers has also decreased dramati-
Only full research papers, research
essential for the future of the print indus-
cally. Newspapers’ advertising-to-editorial
notes, and rejoinders dealing primarily
try, research on digital advertising is not
ratio was 61 percent/39 percent in 1960
with print advertising were included;
reviewed here.
compared to 44 percent/56 percent in 2009.
excluded were book reviews, editorials,
168 JOURNAL
OF ADVERTISING RESEARCH March 2011 Supplement
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and opinion pieces. After reading the articles, the authors categorized the findings into six major content areas:
Early research on newspaper and magazine advertising was of the practical kind.
• Readership, recall, and recognition • Executional/stylistic components
for his post-testing method and, 10 years
the location of the advertisement in the
• Social issues
later, launched a testing service that is
magazine. Recall, however, corresponded
• Cross-media comparisons
still in use today. Gallup started a simi-
to classical forgetting curves (ARF, 1956,
• Engagement
lar research service in 1932. The basis of
cited by Dunn, 1994, and Lucas, 1960).
• Media models.
these methods was “recognition”—testing
Some researchers were not convinced
a particular form of advertising memory
about these conclusions, and a lively aca-
This categorization was driven by three
in consumers: whether they remembered
demic debate followed, some formula-
criteria: volume, citations, and relevance
ads (“noted,” “seen,” “read most”) when
tions of which continue even today (Appel
for the Journal of Advertising Research audi-
researchers presented them with the vis-
and Blum, 1961; Bagozzi and Silk, 1983,
ence. The authors included only the areas
ual stimulus of the ads themselves (Lip-
1988; Du Plessis, 1994; Dubow, 1994a,
that yielded the most research papers and,
stein, 1984; Lucas, 1994).
1994b; 1994c; Finn, 1992; Gibson, 1983,
consequently, were most frequently cited
Gallup, however, was not fully satis-
1994; Howard and Sawyer, 1988; Heath
throughout this period, thereby signifying
fied with this method and, in the 1940s,
and Nairn, 2005; Krugman, 1977, 1986;
the most research interest by the academic
developed “recall,” a different memory
Marder and David 1961; Ross, 1994; Wells,
community and the industry. That filtering
measure. Recall is a tougher memory test,
1960; Zielske, 1982). The authors will not
is in keeping with the editorial purpose
because it is not aided by visual stimuli,
review this debate in detail because most
of this Anniversary issue: To give a suc-
and it requires consumers to play back
of it is more relevant for TV advertising
cinct, relevant, practice-oriented summary
main messages/impressions from an ad.
than print. Two print studies, however,
for the audience of the Journal, thereby
Gallup and Robinson started to produce
merit consideration.
excluding fragmented micro-areas.
recall scores on ads in leading magazines in 1949.
Readership, Recall, and Recognition
In a paper entitled “Does Day-After Recall Penalize ‘Feeling’ Ads?” in a
Over the years, the term “recall”
1982 edition of the Journal of Advertis-
Early research on newspaper and maga-
has taken on different meanings; some
ing Research, Zielske raised the question
zine advertising was of the practical kind.
researchers and research services interpret
whether recall scores penalize “feeling”
As Lucas observed in an Advertising
it as recalling the brand; others use it in
ads, in that consumers may not be able
Research Foundation (ARF) compendium
terms of recalling some message content;
to play back the main message when ads
(1994), until the 1930s, half of general
and some require the in-depth and correct
are more emotionally diffuse and less
magazine advertising was a direct-selling
identification of specific messages. There
functionally oriented than “thinking ads.”
mechanism, using coupons as a feedback
are differences in the level of aiding (the
Though Zielske’s study often is cited to
device, allowing for a quick post-test for
extent to which hints are given), resulting
support this hypothesis, the magazine por-
effectiveness. By the 1930s, however,
in different scores.
tion of the study did not find differences
the nature of print ads changed; direct
In 1956, the ARF conducted a large scale
response as an objective decreased to 5
study (“Printed Advertising Rating Meth-
Zielske suggested that a “possible reason
percent of magazine ads (Lucas). As sales
ods”) on recognition and recall of ads in
why we saw a penalty in the case of tel-
in recall between thinking and feeling ads.
response was no longer an appropriate
magazines and tended to support recall
evision and none in the case of magazines
effectiveness measure, new methods were
at the expense of recognition. The study
may be that magazine reading is more of a
needed. To address this failing, copy test-
found that recognition scores did not fol-
left-brain experience, and this carries over
ing came into practice.
low over time what would be an expected
to the ads, regardless of whether they are
Two pioneers defined the field for print
shape of memory loss: they hold steady.
thinking or feeling” (Zielske, 1982). Simi-
copy testing: Daniel Starch and George
Recognition scores, in fact, were found
larly, a re-analysis of research on news-
Gallup. Starch (1923), in a Harvard Business
to be driven more by research artifacts,
paper and magazines ads—studies that
Review article, provided the framework
such as the thickness of magazines and
contained both recognition and recall
March 2011 Supplement JOURNAL
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measures—found that recognition and recall are closely correlated (Stapel, 1998). In media research, similar debates ensued between two parallel constructs to
Newspaper and magazine advertising often has been subjected to research into social issues.
recognition and recall as it related to readership of publications: Silk and Geiger, 1972; Sparkman and Aus• “Through The Book” Simmons Market
tin, 1980; Valiente, 1973).
labels, children’s advertising), print is particularly popular with researchers. News-
Research Bureau’s method of “walk-
A particularly fruitful area has been the
paper and magazine advertisements are
ing” consumers through magazines and
study of metaphors and rhetorical tactics
readily available for content analyses and
asking them whether they have read
in print advertising (Babin and Burns,
are easy to manipulate as experimental
the issue—a process akin to advertising
1997; Homer and Kahle, 1986; McQuarrie
stimuli. Studies can be grouped into two
content recognition
and Phillips, 2005; Pawlowski, Badzinski,
camps based on whether they investigate
• “Recent Reading” GfK MRI’s method,
and Mitchell, 1998; Phillips, 2000; Stafford,
advertising content itself only or effects
asking consumers directly whether they
1996; Toncar and Munch, 2001). A few
on consumers. The three most important
recall particular titles from a list.
studies looked at print content over time,
topic areas of this research stream are
mapping fads, stylistic approaches, and As with recognition and recall, both methods are used today, none having been able to claim superiority (Appel, 1993;
tactics (Gross and Sheth, 1989; Kelley and
• gender,
Duke, 1962; Pollay, 1985).
• race, and
General advertising research topics,
• consumer-protection issues.
Mallett, 1993; Winn and Neville, 1976).
which are not print-specific, are also discussed in the print context, such as humor
Descriptive Content. A number of con-
Research on Executional/Stylistic
(Cline, Altsech, and Kellaris, 2003; Mad-
tent-analytic studies report on women’s
Components
den and Weinberger, 1982); comparative
issues such as gender role portrayals and
Extensive research deals with the execu-
advertising (Grossbart, Muehling, and
the way in which sexuality is used as an
tional components of print advertising.
Kangun, 1986; Murphy and Amund-
advertising appeal. Unsurprisingly, often
This stream of research goes beyond the
sen, 1981; Shimp and Dyer, 1978); price
it is found that a large proportion of
question, “How newspaper and maga-
advertising (Fry and McDougall, 1974;
female portrayals in print ads are stere-
zine advertising works” and attempts to
Howard and Kerin, 2006); and specific
otypical and sexist, relegating females to
answer, “What works best in the two adver-
industry contexts (Chang, 2007; Decrop,
narrow roles as decorative companions,
tising media?” Studies range from descrip-
2007; Hansen and Barry, 1981; Hanssens
sex objects, or housewives disproportion-
tive content analyses to experiments.
and Weitz, 1980; Krugman, Fox, Fletcher,
ate to actual employment numbers (Belka-
Fischer, and Rojas, 1994; Naccarato and
oui and Belkaoui, 1976; Courtney and
verbal elements. Accordingly, research has
Neuendorf, 1998; Tscheulin and Helmig,
Lockeretz, 1971; Grau, Roselli, and Taylor,
focused on the verbal or the visual compo-
1998; Walker and Macklin, 1992) and
2007; Klassen, Jasper, and Schwartz, 1993;
nents, or the ways in which the two inter-
cross-cultural comparisons (Bu, Kim, and
Koernig and Granitz, 2006; Sexton and
act. Studies have investigated headlines
Lee, 2009; Leong, Ang, and Tham, 1996).
Haberman, 1974; Venkatesan and Losco,
Most print ads contain both visual and
and other linguistic elements (Anderson
1975; Wagner and Banos, 1973).
and Jolson, 1980; Beltramini and Blasko,
Social Issues
1986; Djafarova, 2008; McQuarrie and
Newspaper and magazine advertising
in implicit ways (Englis, Solomon, and
Mick, 2009; Motes, Hilton, and Fielden,
often has been subjected to research into
Ashmore, 1994; Ferguson, Kreshel, and
The sexism in these ads often works
1992; Myers and Haug, 1967; Soley and
social issues. Although any number of
Tinkham, 1990; Stafford, Spears, and Hsu,
Reid, 1983b; Vanden Bergh and Reid,
different forms of advertising has been
2003) and crosses cultural boundaries (Al-
1980) and visual components such as
investigated with regard to social concerns
Olayan and Karande, 2000; Ford, Kramer
color, advertisement size, and layout type
such as gender and race portrayals and
Voli, Honeycutt, and Casedy, 1998; May-
(Chamblee and Sandler, 1992; Gardner
consumer protection issues (tobacco, alco-
nard and Taylor, 1999; Wiles and Tjern-
and Cohen, 1964; Lee and Barnes, 1989;
hol advertising, warning and nutritional
lund, 1991; Zhoua and Abdullah, 1995).
170 JOURNAL
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In the racial-portrayal stream, early work showed that
ad/brand-related recall and attitudes if
consumers welcomed ethnic diversity in print ads, and
particularly strong among consumers who
that trend had positive reactions in terms of ad/brand-
ads (Choudhury and Schmid, 1974; Tolley
black models were used. The effect was had the same ethnicity as the models in the and Goett, 1971). More recent studies used
related recall and attitude if black models were used.
sophisticated structural equation-modeling techniques and strong theoretical underpinning, such as priming (Forehand and Deshpande, 2001), social identity
Although males are also subject to objec-
use (Lord, Eastlack, and Stanton, 1987,
theory (Sierra, Hyman, and Torres, 2009),
tification (where bodies or body parts are
1988; Parker, 2003); substantiation (Healey
social cognitive theory, and communica-
used in ads for mere sex appeal), it is far
and Kassarjian, 1983); alcohol (King, Reid,
tion accommodation theory (Moon and
less common. Males are dominantly por-
and Becham, 1994; Strickland, 1982; Wol-
Nelson, 2008) to explain why the use of
trayed in authoritative roles (Kolber and
burg and Venger, 2009); and tobacco print
same-ethnicity models is effective in print
Albanese, 1996). Content analytic stud-
advertising (King et al., 1994; Mazis, Jones
advertising.
ies are often longitudinal and find that,
et al., 1992; Venger and Wolburg, 2008).
although there has been some progress in
Cross-media Comparisons
the appropriateness of female portrayals,
Effects. The research of social issues in
that progress lags behind changes in the
newspaper and magazine advertising
began to focus attention on cross-media
status of women in broader society (Fer-
does not stop at the descriptive, content
comparisons. One of the classic hypothe-
guson et al., 1990). At the same time, overt
level; in fact, many studies investigate the
ses in television-versus-print comparative
sexual content—particularly of the visual
effects of particular types of content. In the
research is that print is a more rational/
kind—keeps increasing in magazine ads
gender-issues area, Reid and Soley, in their
informational medium than television,
(Reichert and Carpenter, 2004).
1983 Journal of Advertising Research contri-
which has been considered primarily
Researchers in the early to mid-1970s
In racial portrayals—and, specifically,
bution, “Decorative Models and the Read-
“emotional” (Krugman, 1971). An area of
in the portrayals of African Americans—
ership of Magazine Ads,” showed that the
empirical support for this hypothesis is
there has been more dramatic progress.
use of decorative female models does gen-
“information-content” research, in both
Longitudinal studies report that the
erate attention to magazine ads but does
its content analytical and survey-based
number of print ads with African Ameri-
not lead to increased readership. It was
forms. Findings suggest that magazine
can models and their proportion within
also shown that the tactics of direct sexual
advertising does, indeed, carry more
ads versus other models has increased,
appeals (Alexander and Judd, 1978) and
information content than television (Stern,
especially after some stagnation in the
decorative models (Chestnut, LaChance,
Krugman, and Resnik, 1981) and that con-
1950s and 1960s (Kassarjian, 1969, 1971;
and Lubitz, 1977) perform less well than
sumers not only do notice this difference
Wheatley, 1971). Further, portrayals of
nonsexual tactics on brand recall.
but are more satisfied with print than tel-
African Americans (e.g., occupational
Sex appeals may also have negative
roles depicted) have become more pro-
effects on ethical judgments, attitudes
evision as an advertising medium (Soley and Reid, 1983a).
gressive over time (Cox, 1970; Stevenson,
toward the ad/brand, and purchase inten-
Neuroscience is another source of evi-
1992, 2007). Today, the evidence presented
tions (LaTour and Henthorne, 1994). Fur-
dence. A few early studies found that
in these studies shows that the stereotypi-
ther, the use of thin models in print and TV
magazine advertising tends to result
cal racial portrayals of the past, at least of
ads was also shown to make women sus-
in more left-brain (understood as more
the overt kind, are eradicated from U.S.
ceptible to eating disorders (Prendergast,
cognitive-rational) activity than television
magazine ads (Bailey, 2006).
Yan, and West, 2002).
(Krugman, 1971; Weinstein, Appel, and
A third stream of research investigates
In the racial-portrayal stream, early
Weinstein, 1980), although Rossiter (1980)
consumer protection issues. The descrip-
work showed that consumers welcomed
pointed out a number of methodological
tive content analyses in this area aim to cat-
ethnic diversity in print ads, and that
flaws in the approach. Though these stud-
alogue practices in health/nutrition claim
trend had positive reactions in terms of
ies have not been replicated using recent
March 2011 Supplement JOURNAL
OF ADVERTISING RESEARCH 171
Print
theoretical and methodological develop-
have examined multiple types of print
ments in neuroscience (hemispheric activ-
media (e.g., Tipps, Berger, and Weinberg,
magazine separately) that may have made
ity is not as simple as the “right-brain/
2006).
it difficult to detect such differences. Later
not treating readers and nonreaders of a
left-brain” school thought in the 1980s),
A review conducted in 1987 identified
research examined placement of ads in
physiological measurement is thought
eight studies that explored the influence
different sections of the same magazines
to promise a new frontier for expanding
of editorial environment on advertising
(Norris and Colman, 1992).
understanding of advertising effects (Plas-
prior to the mid-1980s (Appel, 1987). Sev-
Interest in understanding consumer
eral of these early studies were sponsored
engagement with the media and, more
by advertising print vehicles (e.g., Fortune,
specifically, what impact this engagement
smann et al., 2007). Although print may have a tendency to carry more information and to be pro-
McCall’s, Black Enterprise, and Life) and
might have on the effectiveness of adver-
cessed more rationally, there is plenty of
likely were conducted to provide research
tising contained in various media remains
evidence that there are strong affective
evidence that specific print vehicles (mag-
the subject of much interest to advertisers.
responses as well (Chowdhury, Olsen,
azines, in particular) provided a beneficial
In fact, in 2006, the Journal of Advertising
and Pracejus, 2008; Poels and Dewitte,
environment that would have an impact
Research dedicated an issue to the topic of
2008). One explanation may be that print
on how advertising in that vehicle was
engagement. In 2011, increasing pressure
advertising—like television—contains vis-
perceived and acted upon.
to measure advertising effectiveness has
ual and verbal information, and the two
Differences between media vehicles
advertising professionals looking for ways
types of information often are entangled
were sometimes referred to as qualita-
to understand emotional motivations for
(Mukherjee, 2002; Rossiter, 1980). It also
tive values of the publication (Weilbacher,
readers’ vehicle choices in an attempt to
has been shown that over time, visual com-
1960) and included measures such as
create and deliver advertising in matched
munication has become more dominant in
reader interest in the editorial (Marder,
motivational contexts (Burkitt, 2010).
magazine ads (McQuarrie and Phillips,
1967; McGlathery, 1967), reading qual-
In a 2007 contribution entitled “The
2008). Another plausible explanation is
ity (Marc, 1966), and reader involvement
Effects of Media Context Experiences on
that print advertising (just like television)
(Krugman, 1971). One of the earliest stud-
Advertising Effectiveness,” Malthouse,
is used for different strategic objectives,
ies found that the media vehicle wherein
Calder, and Tamhane (2007) identified 39
including emotional differentiation. It is
an advertisement was placed not only
experiences involved in magazine reading
not surprising, in turn, that such emotion-
affected how the sponsor was rated but
and proposed that many of these experi-
based strategies are processed emotionally
had an impact on recall of the message and
ences were related to advertising effective-
by consumers.
the behavioral measure of coupon return
ness. They found these effects in the 100
(Winick, 1962). Engagement
largest magazines in the United States.
The impact of editorial environment on
A more recent article in Forbes magazine
There is no standard definition of “engage-
advertising remained a top research prior-
describes a study conducted by Starcom
ment,” but media measurement surely is
ity of industry professionals in the 1980s
USA that explores consumers’ feelings
an important part of it (Woodard, 2006).
(Chook, 1985). Research in this area prior
as they read their favorite publications
A look back at the published literature
to the mid-1980s had not adequately or
(Burkitt, 2010). The research identified 17
shows that various attributes of the news-
conclusively demonstrated the existence
reader emotions that can motivate buying
paper and magazine media that may
of the impact of qualitative print vehicle
decisions. This argues for further research
play a role in engagement have received
factors on advertising, despite the fact that
to provide emotional measurement of
attention from the industry and academic
many in the advertising industry com-
newspaper and magazine audiences and
researchers since at least the 1960s. In fact,
monly accepted the notion (Appel, 1987).
speaks to matching publication audiences
over the past 50 years, understanding the
“Editorial Environment and Advertis-
to ads inserted in print publications.
way that a medium may have impact on
ing
Appel’s
Engagement will, and rightfully should,
the advertising placed in that medium
exploration of editorial believability and
continue to figure centrally in future
Effectiveness”—Valentine
frequently has been listed as an important
advertising effectiveness in the Jour-
research. Although challenges remain in
industry research priority. Most studies
nal of Advertising Research—argued that
the measurement of traditional print vehi-
have focused on various aspects of reader
the problem may stem from flaws in the
cles—particularly as it relates to emotional
engagement with magazines, but a few
research designs employed (for instance,
engagement—new challenges exist for
172 JOURNAL
OF ADVERTISING RESEARCH March 2011 Supplement
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Classic Excerpt: Print
Editorial Environment and Advertising Effectiveness Valentine Appel Authors’ note: This classic article appeared
of advertising within the studied issue, but only
accepted. Since media planners cannot
twice in JAR—initially in 1987 and, again, in a
among nonreaders.
possibly be readers of the hundreds of
“Advertising researchers have long been
publications they are obliged to consider,
the way that a medium may impact the advertis-
conducting tests of the hypothesis that
they should bear in mind that their non-
ing placed in that medium frequently has been
certain publications by virtue of their
reader perspective may be quite differ-
listed as an important industry research prior-
unique editorial environments will either
ent from the perspective of the reader.
ity. This article was written before advertisers
enhance or detract from the way in which
Similarly, researchers who wish to study
began using the term “audience engagement.”
advertising appearing in the publication
the problem must be careful to separate
will be perceived by the readers….”
out the effects of differences in audience
Fortieth-Anniversary “Classic Research” issue in 2000. Over the last 50 years, understanding
Today, editorial environment is an important component of what we call engagement, and remains a basic driver of advertising effective-
“The concept of editorial environment
ness. In this paper, Appel re-examined data
as a mediator of advertising effective-
from three previous studies on the impact of
composition from differences in editorial environment.”
ness is much more complex than would
Valentine Appel, “Editorial Environment
appear at first blush. Numerous investi-
and Advertising Effectiveness.” Journal
ings of the studies. Specifically, he determined
gators have attempted to demonstrate
of Advertising Research 27, 4 (1987):
that editorial environment of the National
the validity of the concept but none have
11–16. Reprinted in the Journal of Adver-
Enquirer negatively impacted the effectiveness
done so to the point where it is generally
tising Research 40, 6, (2000): 89–94.
editorial environment and pointed out a flaw in the data analyses, one that impacted the find-
understanding reader engagement. What
estimates (Leckenby and Rice, 1986) and
including less-traditional media—has
happens to vehicle engagement when you
duplicated audience (Rust, Zimmer, and
put newspapers or magazines online so
Leone, 1986) and media models for print
• Research should focus on the develop-
that consumers access them with the Inter-
that looked at more specific concerns such
ment of media models that can accom-
net or on an iPad? Does the emotional con-
as newspaper turn-over rates (Sprague,
modate economic variables and provide
become increasingly important.
nection readers have with the publication
1983). Much of the research on media-
return on investment estimates, as
translate to these new devices when read-
model development that followed from
advertisers are demanding more effi-
ing the same content?
the mid-1980s focused on television mod-
cient, effective use of their advertising
els or cross-media models, and a great deal
resources.
Media Models
of this research was proprietary in nature.
• The area with probably the greatest
From the reach models (Agostini, 1960)
Analysis of the literature suggests there
need of future research is the develop-
and estimates of cumulative reach and fre-
are three areas wherein the industry needs
ment of accurate reach-and-frequency
quency (Metheringhan, 1964) in the ’60s,
additional research and development on
estimations for online print vehicles.
much of the early development of media
print-media models:
Cross-media estimations in the form
models in research focused on newspapers
of within-vehicle combinations (i.e.,
and magazines. (In 1986, Rust provided an
• Continued development and fine-tuning
between a magazine such as Time and
excellent review of this model develop-
of cross-media models. Print has become
its own www.time.com Web site) and
ment in Advertising Media Models: A Practi-
a secondary medium for many advertis-
between online vehicles (i.e., www.
cal Guide, published by D. C. Heath).
ers, so accurate estimates of reach and
time.com
Models became more complex in the
frequency—especially when print is
com) comparisons increasingly will
1980s, with further refining of reach
used in conjunction with other media,
become important. The real challenge
March 2011 Supplement JOURNAL
and
www.businessweek.
OF ADVERTISING RESEARCH 173
Print
for creating these types of models will be in obtaining the initial reach or readership numbers of each of the online vehicles. Media models are useful only if data for models are reliable and accurate. This will mean further development of measures to ensure accurate readership and engagement estimates.
Research on the effects of specific executional/ stylistic content elements in newspaper and magazine advertisements will require new inquiry as content shifts from traditional print formats to digital formats that can be accessed on e-readers, tablets, or the Internet.
FUTURE RESEARCH ISSUES Although this analysis is neither exhaustive nor strictly scientific, it suggests significant
published
evidence
about
measurement approach, using multiple
investigation. A focus on obtaining ini-
newspaper and magazine advertising
indicators rather than a single success
tial readership or reach numbers for
over the past 50 years. This review does
metric.
digital versions of newspaper and mag-
provide several key findings that explic-
• Engagement will grow in importance
itly speak to the directionality and needs
in newspaper and magazine advertis-
azine content will be a necessary first step.
of future research on newspaper and mag-
ing research. Continued and focused
• Further development of print and cross-
azine advertising:
explorations of readers’ emotional
media models that effectively evaluate
connection to specific print vehicles—
advertising return on investment are
• Research on the effects of specific
including neuroscience measurement
needed. Advertisers are now demand-
executional/stylistic content elements
of vehicles within both media and
ing—and will continue to demand—
in newspaper and magazine adver-
advertisements in vehicles—requires
more clear evidence of marketing
tisements will require new inquiry as
further
communication effectiveness.
content shifts from traditional print
engagement must be comparative,
exploration.
Research
on
formats to digital formats that can be
addressing both traditional (e.g., a
CONCLUSION
accessed on e-readers, tablets, or the
physical Time) versus digital (read-
Despite any number of “doom-and-
Internet. These digital versions even-
ing tablet Time) versions of vehicle/
gloom” scenarios attributed to changing
tually will have both traditional static-
advertising content to answer ques-
economic conditions, public tastes, infor-
image content and dynamic video
tions about information processing
mation use patterns, and challenges from
content, which will require compara-
and types of particular vehicle/ad
other media and electronic technologies,
tive investigation of reader processing
effects (e.g., loyalty, memory, affect).
newspapers and magazines will remain
• The metrics developed for engage-
important media for advertising dollars
• The research reviewed does not sug-
ment will have to be adapted for use
for the foreseeable future because they
gest a clear choice between the metrics
in media models. Media modeling will
offer advantages to advertisers (Lane,
of recall and recognition in advertising
have to move to accommodate such
King, and Reichert, 2011).
memory effects or between “Through
input to account for the role of engage-
Newspapers still are perceived as one
the Book” and “Recent Reading” meth-
ment relative to other vehicle/ad input
of the most believable and trustworthy
ods in readership measurement. Further
measures.
sources of information and provide acces-
and responsiveness.
research should establish the validity
• Better methods and models for calcu-
sibility to local and ethnic audiences. The
of these metrics even as it continues
lating cross-media estimates, including
trust factor undoubtedly translates into an
to explore other reliable, valid options
within vehicle measures—particularly
important context advantage for newspa-
for measuring these constructs. In the
between traditional versus digital for-
per advertisers, and accessibility makes it
meantime, we recommend that adver-
mats in the same vehicle—and between
possible for advertisers to reach specific
tising researchers practice a pluralistic
vehicle measures, will need continued
market segments.
174 JOURNAL
OF ADVERTISING RESEARCH March 2011 Supplement
Print
Magazines offer advertisers a combina-
read, rather than editorially determined
tion of upscale and involved audiences,
Gergely Nyilasy is a lecturer in the department of
content to uphold the ideal of civic
marketing and management at the University of
opportunities for targeted advertising
responsibility).
Melbourne in Australia. His main research interests
through specialized vehicles, and strength
Yet, the further diffusion of digital read-
among Internet users that, in turn, opens
ers, smartphones, social-media platforms
marketing and advertising; advertising effects; market
the door for convergence opportunities.
and Web 2.0 tools are clear challenges for
research methods; and ethical issues such as green
Nonetheless, the two media must adapt
newspapers and magazines. If printing on
marketing. Dr. Nyilasy’s research has appeared in
to challenges posed by a wide range of
paper, a technology virtually intact since
the Journal of Advertising, the International Journal
concerns if they want to retain their his-
the fifteenth century, ceases to be the dom-
of Advertising, and Admap. Before reentering the
torical positions as major media.
inant delivery mechanism of newspaper/
It is no great secret that large daily
magazine content (a projection still ques-
newspapers are under attack not only
tioned by many, especially considering
from other national media, but from local
audiences in less-developed economies),
are practitioner cognition and professionalism in
academic world, Nyilasy was a planner at JWT and head of R&D at Hall & Partners, the Omnicom marketresearch consultancy, both in New York. Email:
[email protected]
cable companies, suburban weeklies, the
newspapers/magazines may face more
Internet, and wireless digital-based media
radical adaptation pressures than the set-
(national, local, and classified). According
University of Georgia. Dr. King’s research focuses on
ting up of online versions meant in the
advertising industry issues and health communication.
to the Newspaper Association of America,
past decade.
It has appeared in the Journal of Advertising, Journal
Karen Whitehill King is professor of advertising at the
print and online newspaper advertising
News-aggregating tools (such as RSS,
dollars for both print and online versions
Google News), blogging, micro-blogging
in Advertising, Journalism and Mass Communication
continue to fall, as will the overall circula-
(Twitter), and social networks (Face-
Quarterly, Journal of Public Policy and Marketing,
tion of newspapers (The Economist, 2010).
book) already have shifted technologi-
Journal of Newspaper Research, Journal of Services
Though more and more advertising dol-
cally advanced users’ perceptions of just
Marketing, Journal of Media Economics, Journal of
lars might be moving online, those dollars
what news and content really are. As the
Health Care Marketing, Health Marketing Quarterly,
are not necessarily going to newspaper
digitalization/socialization
Web sites. Magazines are faced with their
progresses, “print” advertising on these
own set of problems—cost management
new platforms may become indistinguish-
(print production, copy distribution, etc.),
able from online advertising, the question
of
content
declining readership and competition
of different forms of engagement is still
from Internet and other digital-based
paramount. In addition, the variety of con-
media.
tent producers will continue to increase as
of Advertising Research, Current Issues and Research
and Drug Information Journal, and she is a co-author of Kleppner’s Advertising Procedure. Her recent work has been funded by the Centers for Disease Control and Prevention and the Cox Institute for Newspaper Management. Prior to joining the faculty at UGA, Dr. King worked at FCB/Chicago as a media buyer/planner and a research supervisor. Email:
[email protected]
“The Strange Survival of Ink,” a 2010
consumers continue to become content
Leonard N. Reid is professor of advertising at
analysis in The Economist, describes how
producers, opening up a vast array of new
the University of Georgia. He is a former editor
newspapers have adapted to chang-
advertising opportunities.
of the Journal of Advertising and is a fellow of
ing times by becoming leaner and more
The adaptability of newspapers and
focused, thus allowing the medium to
magazines as viable advertising media of
most recent research has focused on trust in
escape the often-predicted cataclysm. In
the future most certainly will be driven,
advertising, practitioners’ theories of advertising,
response to declining advertising rev-
in no small part, by research. In the end,
and pharmaceutical advertising and other health-
enues, falling readership, and declin-
the authors believe that research can—and
related topics. His research has appeared in the
ing circulation—in the face of steadily
will—serve the two media by investigat-
Journal of Advertising, International Journal of
increasing
world-
ing ways to enhance opportunities and
wide have reduced payroll and other
advantages while helping to find solutions
related expenses, cut spending by using
to challenges.
costs—newspapers
the American Academy of Advertising. Dr. Reid’s
Advertising, Journal of Current Issues and Research in Advertising, Journalism and Mass Communication Quarterly, Health Communication, Journal of Health Communication, Health Marketing Quarterly,
less paper (e.g., printing fewer words on
To that end, the past 50 years of Journal
smaller, thinner pages), reduced cover-
research should serve as a foundation for
age areas and distribution, and become
developing an agenda for the next 50 years
Journal of Aging, Communication Research, and
more reader-focused and niche-oriented
of research on newspaper and magazine
American Behavioral Scientist. Email:
[email protected]
(i.e., giving readers what they want to
advertising.
Minnesota Medicine, Youth & Society, International Journal of Pharmaceutical and Healthcare Marketing,
March 2011 Supplement JOURNAL
OF ADVERTISING RESEARCH 175
Print
Scott C. McDonald
Print in Context The present paper, prepared by Gergely Nyilasy, Karen Whitehill King, and Leonard N. Reid, takes us quickly through 50 years of published research on magazines and newspapers—especially as reflected in the pages of the Journal of Advertising Research. Though most of the studies cited deal with aspects of advertising in magazines and newspapers, some touch on other topics related to the social impacts of these important media. As most of the literature on the social functions of media, however, will not be found in advertising-related journals but rather in sociological, cultural, or political tracts, our authors only glance at these admittedly meaty topics. Our authors have provided a useful summary, but their self-imposed (and very practical) restriction to a few academic journals omits some of the most important source material, such as the proceedings of the Worldwide Readership Research Symposium (WRRS), a global enterprise that, since 1981, has provided the most important channel for research practitioners in the magazine and newspaper businesses to advance their profession. The WRRS has followed the conventions of the academy, with peer review of papers, selective acceptance of entries, and sharply critical debates about the methods and conclusions advanced in presented papers. Those wanting to inform themselves about research on print media would be remiss in overlooking the collected proceedings of these symposia, available free on the internet.
176 JOURNAL
Nevertheless, the intellectual landscape surveyed by Nyilasy, King, and Reid would easily be recognizable to practitioner researchers unfamiliar with the academic literature. Both types of researchers have worked, knowingly or not, in the tradition of the ARF Media Model: both have tried to find the best methods for measuring audience exposure, for characterizing reader engagement, and for estimating the effect of exposure and engagement on such advertiser-relevant outcomes as product consideration and sales. Both the academic and the practitioner research literatures have addressed the issue of media comparability: how do different media work together? What is the most rational allocation of advertiser dollars to different media—especially to print, TV, and digital? How do media effects compare to sales promotions and “belowthe-line” expenditures? Fifty years ago, research on print media existed in its own practical and intellectual silo. All print media are now digital, however, and most advertisers pursue very complex cross-platform strategies that also include social media, product placements and publicity-generating events. Our twenty-first-century research agendas increasingly will mirror this reality. We did not get to our present moment by spontaneous generation, however. The present paper helps to give us a sense of the journey that brought us here. Scott C. McDonald is senior vice president for research and insights at Condé Nast, where he oversees audience, editorial, strategic, and development research for the portfolio of Condé Nast titles—including (among others) Vogue, Glamour, Architectural Digest, Vanity Fair, Wired, and The New Yorker. He also is adjunct professor at the Columbia Business School. Formerly a chairman of the
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