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ABSTRACT
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; and
the 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.
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