Alcohol Advertising in Magazines and Youth Readership: Are Youths Disproportionately Exposed?

Contemporary Economic Policy, Vol. 26, Issue 3, pp. 482-492, July 2008

11 Pages Posted: 10 Jul 2008

See all articles by Michael Siegel

Michael Siegel

Massachusetts Institute of Technology (MIT) - Sloan School of Management

Charles King

Greylock McKinnon Associates; Pleiades Consulting Group, Inc.

Joshua Ostroff

affiliation not provided to SSRN

Craig Ross

affiliation not provided to SSRN

Karen Dixon

affiliation not provided to SSRN

David H. Jernigan

Georgetown University

Abstract

This article investigates the relationship between alcohol advertising in magazines and youth readership, while controlling for a set of magazine and readership variables related to the demand for advertising space. It reconstructs and reanalyzes a data set including count data for alcohol ads placed in 28 magazines in 2001-2003 that was the basis for a previous study, which concluded that alcohol advertisers do not target youths. We address the problem of collinearity in that data set and add an explanatory variable to explicitly model the hypothesis that alcohol advertising is preferentially directed to a young adult audience. We find that the number of alcohol advertisements in magazines increases significantly with the proportion of youth readers, even after controlling for young adult readership. Our results indicate that youths are disproportionately exposed to alcohol advertising and that reducing youth exposure to alcohol advertising remains an important public policy concern.

JEL Classification: L82, L66, M37

Suggested Citation

Siegel, Michael and King, Charles (Kip) and OSTROFF, JOSHUA and ROSS, CRAIG and DIXON, KAREN and Jernigan, David H., Alcohol Advertising in Magazines and Youth Readership: Are Youths Disproportionately Exposed?. Contemporary Economic Policy, Vol. 26, Issue 3, pp. 482-492, July 2008, Available at SSRN: https://ssrn.com/abstract=1157576 or http://dx.doi.org/10.1111/j.1465-7287.2007.00088.x

Michael Siegel (Contact Author)

Massachusetts Institute of Technology (MIT) - Sloan School of Management ( email )

E53-323
Cambridge, MA 02142
United States
617-253-2937 (Phone)
617-258-7579 (Fax)

Charles (Kip) King

Greylock McKinnon Associates ( email )

One Memorial Drive
Cambridge, MA 02142
United States
617-871-6900 (Phone)
617-871-6949 (Fax)

Pleiades Consulting Group, Inc. ( email )

P.O. Box 531
Lincoln, MA 01773
United States

JOSHUA OSTROFF

affiliation not provided to SSRN

CRAIG ROSS

affiliation not provided to SSRN

KAREN DIXON

affiliation not provided to SSRN

David H. Jernigan

Georgetown University ( email )

Washington, DC 20057
United States

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