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

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  • Jon P. Nelson
  • Douglas J. Young

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.

Suggested Citation

  • Jon P. Nelson & Douglas J. Young, 2008. "Effects of youth, price, and audience size on alcohol advertising in magazines," Health Economics, John Wiley & Sons, Ltd., vol. 17(4), pages 551-556, April.
    • Handle: RePEc:wly:hlthec:v:17:y:2008:i:4:p:551-556
    DOI: 10.1002/hec.1273
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    References listed on IDEAS

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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 366-388, June.
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    Cited by:

    1. Fabrizio Carmignani & Grace Lordan & Kam Ki Tang, 2012. "Does Donor Assistance For Hiv Respond To Media Pressure?," Health Economics, John Wiley & Sons, Ltd., vol. 21(S1), pages 18-32, June.

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