TY - JOUR T1 - Advertiser Pressure and the Personal Ethical Norms of Newspaper Editors and Ad Directors JF - Journal of Advertising Research JO - J Advert Res SP - 538 LP - 551 DO - 10.2501/JAR-51-3-538-552 VL - 51 IS - 3 AU - Gergely Nyilasy AU - Leonard N. Reid Y1 - 2011/09/01 UR - http://www.journalofadvertisingresearch.com/content/51/3/538.abstract N2 - Newspaper journalists and advertising directors were surveyed to update and extend research on advertising pressure. Results reveal that: advertiser pressure is widespread in newspapers; despite economic threats, however, advertisers succeed with their influence attempts relatively infrequently;smaller newspapers do not differ much from larger ones with regard to any forms of advertiser pressure;advertising directors are more permissive in their personal ethical norms for handling advertiser pressure than editors;employees of small newspapers are not much more permissive in their ethical norms than those of large papers; andthe amount of economic pressure a newspaper received (but not other forms of pressure such as influence attempts and acquiescence) is positively correlated with the permissiveness of media workers' personal ethical norms. ER -