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Comment—Alcohol Advertising In Magazines And Youth Readership: Are Youths Disproportionately Exposed?

Author

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  • MICHAEL SIEGEL
  • CHARLES KING
  • JOSHUA OSTROFF
  • CRAIG ROSS
  • KAREN DIXON
  • DAVID H. JERNIGAN

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 L82, L66, M37)

Suggested Citation

  • Michael Siegel & Charles King & Joshua Ostroff & Craig Ross & Karen Dixon & David H. Jernigan, 2008. "Comment—Alcohol Advertising In Magazines And Youth Readership: Are Youths Disproportionately Exposed?," Contemporary Economic Policy, Western Economic Association International, vol. 26(3), pages 482-492, July.
    • Handle: RePEc:bla:coecpo:v:26:y:2008:i:3:p:482-492
    DOI: 10.1111/j.1465-7287.2007.00088.x
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    References listed on IDEAS

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    1. Henry Saffer & Dhaval Dave, 2006. "Alcohol advertising and alcohol consumption by adolescents," Health Economics, John Wiley & Sons, Ltd., vol. 15(6), pages 617-637, June.
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    4. William H. Greene, 1994. "Accounting for Excess Zeros and Sample Selection in Poisson and Negative Binomial Regression Models," Working Papers 94-10, New York University, Leonard N. Stern School of Business, Department of Economics.
    5. Jon P. Nelson, 2006. "Alcohol Advertising In Magazines: Do Beer, Wine, And Spirits Ads Target Youth?," Contemporary Economic Policy, Western Economic Association International, vol. 24(3), pages 357-369, July.
    6. J. Scott Long & Jeremy Freese, 2001. "Predicted probabilities for count models," Stata Journal, StataCorp LP, vol. 1(1), pages 51-57, November.
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    More about this item

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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