A content analysis of advertiser influence on editorial content in fashion magazines
Walton, Candace Camille
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The purpose of this exploratory research is to address and analyze the amount of influence that advertisers have over editorial content in the media, specifically men’s and women’s fashion magazines. The sample consisted of a total of sixteen fashion magazines, with four different magazine titles (two targeted towards women and two targeted towards men) representing two different publishers. A survey was also conducted with a member of the editorial staff of one of the publications in the sample. Descriptive statistics (percentages) and SPSS correlation tests were used to test relationships among the variables and answer the research questions. The results yielded percentages that pointed towards editorial independence from advertisers, however, significant correlation was found between advertisers and editorial content as well.