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Reply To Siegel Et Al.: Alcohol Advertising In Magazines And Disproportionate Exposure

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  • JON P. NELSON

Abstract

Nelson investigated advertising placements for a diverse sample of 28 magazines and concluded that targeting of underage youth by alcohol advertisers was not occurring. Siegel et al. claim that my results suffer from collinearity, but fail to present a comprehensive measure of multicollinearity. For my model, variance inflation factors are within acceptable limits and estimation using redefined variables does not alter my prior results or conclusion. Further, Siegel et al.’s empirical results are fragile and do not support a targeting outcome. I also discuss the limitations of estimates of magazine readerships and the shortcomings of the public health literature on advertising and youth alcohol behaviors. Neither the empirical results in Siegel et al. nor their literature citations support a public policy based on a simple rule of disproportionate exposure. (JEL L82, L66, M37)

Suggested Citation

  • Jon P. Nelson, 2008. "Reply To Siegel Et Al.: Alcohol Advertising In Magazines And Disproportionate Exposure," Contemporary Economic Policy, Western Economic Association International, vol. 26(3), pages 493-504, July.
    • Handle: RePEc:bla:coecpo:v:26:y:2008:i:3:p:493-504
    DOI: 10.1111/j.1465-7287.2007.00089.x
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    References listed on IDEAS

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    1. Stephen T. Ziliak & Deirdre N. McCloskey, 2004. "Size Matters: The Standard Error of Regressions in the American Economic Review," Econ Journal Watch, Econ Journal Watch, vol. 1(2), pages 331-358, August.
    2. Geweke, John & Martin, Donald L, 2002. "Pitfalls in Drawing Policy Conclusions from Retrospective Survey Data: The Case of Advertising and Underage Smoking," Journal of Risk and Uncertainty, Springer, vol. 25(2), pages 111-131, September.
    3. Grube, J.W. & Wallack, L., 1994. "Television beer advertising and drinking knowledge, beliefs, and intentions among schoolchildren," American Journal of Public Health, American Public Health Association, vol. 84(2), pages 254-259.
    4. 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.
    5. McCloskey, Donald N, 1985. "The Loss Function Has Been Mislaid: The Rhetoric of Significance Tests," American Economic Review, American Economic Association, vol. 75(2), pages 201-205, May.
    6. Carl Mela & Praveen Kopalle, 2002. "The impact of collinearity on regression analysis: the asymmetric effect of negative and positive correlations," Applied Economics, Taylor & Francis Journals, vol. 34(6), pages 667-677.
    7. 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.
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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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