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Effects of youth, price, and audience size on alcohol advertising in magazines

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Author Info

  • Jon P. Nelson

    (Department of Economics, Pennsylvania State University, University Park, PA, USA)

  • Douglas J. Young

    (Montana State University, Bozeman, MT, USA)

Abstract

In this paper, we study the effects of youth readership, price of advertisements, and audience size on alcohol advertising in 35 major magazines. The regressions also account for readership demographics (adult reader age, income, gender, race), magazine characteristics (newsstand sales, number of annual issues), and type of beverage (beer, wine, spirits). Using count data models, the results indicate significant effects for price, audience size, and adult demographics, but fail to support claims that alcohol advertisers target adolescent readers. Copyright © 2007 John Wiley & Sons, Ltd.

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File URL: http://hdl.handle.net/10.1002/hec.1273
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Bibliographic Info

Article provided by John Wiley & Sons, Ltd. in its journal Health Economics.

Volume (Year): 17 (2008)
Issue (Month): 4 ()
Pages: 551-556

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Handle: RePEc:wly:hlthec:v:17:y:2008:i:4:p:551-556

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Web page: http://www3.interscience.wiley.com/cgi-bin/jhome/5749

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  1. Nelson, Jon P., 2001. "Alcohol Advertising and Advertising Bans: A Survey of Research Methods, Results, and Policy Implications," Working Papers 7-01-2, Pennsylvania State University, Department of Economics.
  2. Ehrlich, Isaac & Fisher, Lawrence, 1982. "The Derived Demand for Advertising: A Theoretical and Empirical Investigation," American Economic Review, American Economic Association, vol. 72(3), pages 366-88, June.
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