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Checking the Pulse of Print Media

Fifty Years of Newspaper and Magazine Advertising Research

Gergely Nyilasy, Karen Whitehill King, Leonard N. Reid, Scott C. McDonald
DOI: 10.2501/JAR-51-1-167-181 Published 1 March 2011
Gergely Nyilasy
University of Melbourne
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Karen Whitehill King
Grady College of Journalism and Mass Communication, University of Georgia
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Leonard N. Reid
Grady College of Journalism and Mass Communication, University of Georgia
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Scott C. McDonald
Condé Nast
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ABSTRACT

This article examines the state of newspapers and consumer magazine print advertising as reflected in the public research literature over the past 50 years. Its purpose is not to present a scientific and in-depth analysis of every research article on newspaper and magazine advertising published since 1960 but (1) to identify key findings that advance the interface between the academic study and practice of advertising and then (2) to develop research-based recommendations to guide future researchers. Articles were categorized into major content areas (readership, recall and recognition, executional/stylistic components, social issues, cross-media comparisons, engagement, and media models), and key findings are reported. Future research issues are suggested to advance advertising research on the two media analyzed.

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Vol 51 Issue 1 50th Anniversary Supplement

Journal of Advertising Research: 51 (1 50th Anniversary Supplement)
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Checking the Pulse of Print Media
Gergely Nyilasy, Karen Whitehill King, Leonard N. Reid, Scott C. McDonald
Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 167-181; DOI: 10.2501/JAR-51-1-167-181

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Checking the Pulse of Print Media
Gergely Nyilasy, Karen Whitehill King, Leonard N. Reid, Scott C. McDonald
Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 167-181; DOI: 10.2501/JAR-51-1-167-181
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