RT Journal Article SR Electronic T1 Judging a Magazine by Its Advertising JF Journal of Advertising Research JO J Advert Res FD WARC SP 61 OP 70 DO 10.2501/JAR-53-1-061-070 VO 53 IS 1 A1 Sara Rosengren A1 Micael Dahlén YR 2013 UL http://www.journalofadvertisingresearch.com/content/53/1/61.abstract AB 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—rather than advertising quantity—the studies complement advertising-clutter research and point to different ways in which media owners can manage their advertising content.