Letters Section Editor: Stephen J. Lurie,
MD, PhD, Senior Editor.
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.
Chung PJ, Garfield CF, Rathouz P. Youth Readership of Alcohol Advertisements. JAMA. 2003;290(8):1028. doi:10.1001/jama.290.8.1028-a