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Advertiser Pressure on Newspaper Journalists: A Survey


  • De Smet, Dries

    () (Center of Economic Studies and Licos Centre for Institutions and Economic Performance, K.U.Leuven and Centre for European Economic Research (ZEW), Mannheim)

  • Vanormelingen, Stijn

    () (Hogeschool-Universiteit Brussel (HUB), Belgium)


We conduct a survey among Belgian newspaper journalists to check whether advertisers are putting pressure to steer newspaper content, either directly or indirectly and whether they succeed in doing so. The results indicate that 35 per cent of Belgian journalists are experiencing some pressure of advertisers. However, journalists can to a large extent withstand this pressure, especially if coming directly from advertisers.

Suggested Citation

  • De Smet, Dries & Vanormelingen, Stijn, 2011. "Advertiser Pressure on Newspaper Journalists: A Survey," Working Papers 2011/37, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
  • Handle: RePEc:hub:wpecon:201137

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    References listed on IDEAS

    1. De Smet, Dries & Vanormelingen, Stijn, 2012. "The Advertiser is Mentioned Twice. Media Bias in Belgian Newspapers," Working Papers 2012/05, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
    2. Jonathan Reuter & Eric Zitzewitz, 2006. "Do Ads Influence Editors? Advertising and Bias in the Financial Media," The Quarterly Journal of Economics, Oxford University Press, vol. 121(1), pages 197-227.
    3. Matthew Ellman & Fabrizio Germano, 2009. "What do the Papers Sell? A Model of Advertising and Media Bias," Economic Journal, Royal Economic Society, vol. 119(537), pages 680-704, April.
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    Cited by:

    1. Gambaro, Marco & Puglisi, Riccardo, 2015. "What do ads buy? Daily coverage of listed companies on the Italian press," European Journal of Political Economy, Elsevier, vol. 39(C), pages 41-57.

    More about this item


    advertising; advertising pressure; media bias; survey; newspapers;

    JEL classification:

    • L2 - Industrial Organization - - Firm Objectives, Organization, and Behavior
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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