The effects of youth, price, and audience size on alcohol advertising in magazines

Using count data models, we examine the effects of youth readership, price of advertisements, and audience size on alcohol advertising in 35 major magazines. The regressions also account for readership demographics (adult reader age, income, gender, race), magazine characteristics (newsstand sales, number of annual issues), and type of beverage (beer, wine, spirits). Results indicate significant effects for price, audience size, and adult demographics, but fail to support the claim that alcohol advertisers target adolescent readers.