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August 27, 2003

Youth Readership of Alcohol Advertisements

Author Affiliations

Letters Section Editor: Stephen J. Lurie, MD, PhD, Senior Editor.

JAMA. 2003;290(8):1028. doi:10.1001/jama.290.8.1028-a

In Reply: While the 35 magazines in our sample do not represent all consumer magazines, they are among the most widely read general interest magazines. In addition, the magazines include 7 of the 10 magazines most read by adolescents and attract a large proportion of the dollars spent in magazines by alcohol advertisers.

If our goal had been to test whether the magazine industry encourages alcohol marketing to adolescents, then Ms Link's criticism regarding our exclusion of teen magazines would have been accurate. Our goal, however, was to examine not the magazine industry, but the alcohol advertisers who operate within that industry. We examined whether alcohol advertisements, within the constraints set by magazine industry norms, were disproportionately reaching adolescents. In that context, excluding teen magazines from analysis was not only appropriate, but also necessary for accuracy.

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