@article {Rosengren61, author = {Sara Rosengren and Micael Dahl{\'e}n}, title = {Judging a Magazine by Its Advertising}, volume = {53}, number = {1}, pages = {61--70}, year = {2013}, doi = {10.2501/JAR-53-1-061-070}, publisher = {Journal of Advertising Research}, abstract = {This article explores how changes in advertising content can lead to different perceptions of a media vehicle. In two experimental studies, the advertising content of a magazine is manipulated in terms of being high-end-versus-low-end, for high-versus-low reputation brands, and high-versus-low execution quality. The results show how the advertising content can be either beneficial or detrimental for magazine perceptions. By looking at the influence of advertising content{\textemdash}rather than advertising quantity{\textemdash}the studies complement advertising-clutter research and point to different ways in which media owners can manage their advertising content.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/53/1/61}, eprint = {https://www.journalofadvertisingresearch.com/content/53/1/61.full.pdf}, journal = {Journal of Advertising Research} }