Abstract
Purpose
To investigate whether alcoholic beverages popular among underage youths are more
likely than those less popular among these youths to be advertised in magazines with
high underage youth readerships.
Methods
We compared the alcohol advertisement placement in 118 magazines during the period
2002 to 2006 for alcoholic beverages popular among youths to that of alcoholic beverages
less likely to be consumed by youths. Using a random effects probit model, we examined
the relationship between a magazine's youth (ages 12–20) readership and the probability
of youth or nonyouth alcoholic beverage types being advertised in a magazine, controlling
for young adult (ages 21–34) readership, cost of advertising, and other factors.
Results
Youth alcoholic beverage types were significantly more likely to be advertised in
magazines with higher youth readership. Holding all other variables constant, the
ratio of the probability of a youth alcoholic beverage type being advertised to that
of a nonyouth alcoholic beverage type being advertised in a given magazine increased
from 1.5 to 4.6 as youth readership increased from 0% to 40%. In magazines with the
highest levels of youth readership, youth alcoholic beverage types were more than
four times more likely to be advertised than nonyouth alcoholic beverage types.
Conclusions
Alcoholic beverages popular among underage youths are more likely than those less
popular among youths to be advertised in magazines with high youth readerships.
Keywords
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Article info
Publication history
Published online: May 19, 2009
Accepted:
March 19,
2009
Received:
November 18,
2008
Identification
Copyright
© 2009 Society for Adolescent Medicine. Published by Elsevier Inc. All rights reserved.
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- Measurement Problems in Assessing Adolescent Exposure to Alcohol Advertising in MagazinesJournal of Adolescent HealthVol. 46Issue 4
