Letters Section Editor: Stephen J. Lurie,
MD, PhD, Senior Editor.
To the Editor: From their small sample of 35
popular magazines, Dr Garfield and colleagues1 concluded
that the amount of alcohol advertising was directly related to the magazines'
adolescent readership. The magazines used in this study are representative
of neither the more than 5000 consumer magazines in general nor of the magazines
heavily read by 12- to 19-year-olds, many of which contain no advertisements
for alcoholic beverages at all. By excluding teenage magazines with no alcohol
advertisements from the analysis, the authors almost certainly overstated
the relationship between number of teen readers and number of alcohol advertisements.
It also appears that the authors may have included advertisements for responsible
drinking with advertisements for alcoholic beverages, further inflating the
measured relationship between teen readers and number of advertisements.
Link N. Youth Readership of Alcohol Advertisements—Reply. JAMA. 2003;290(8):1028. doi:10.1001/jama.290.8.1028-a