The advertising-editorial relationship : a content analysis of three women's fashion magazines

The influence of advertising is a common topic of discussion among students and critics of the media. The nature and effect of that influence is sometimes difficult to ascertain. This thesis examines the relationship between advertising and editorial content in three women's fashion magazines. It attempts to determine if a positive relationship exists between the amount of advertising purchased by a cosmetic brand and the mentions of that brand name in editorial copy; and if that relationship can be detected purely through content analysis of the magazines. Though trends of positive correlation among top advertisers were evidenced in particular magazines, and high correlations were show in some one-month lagged relationships, no strong evidence was found to support a positive relationship across the spectrum of women's fashion magazines. Not surprisingly, those advertisers with the highest volume of ad space, and the magazines most dependant on cosmetic advertising seem to present the strongest positive relationships. It appears there is no written formula for the advertising-editorial relationship. Editors and advertising directors seem to do what they feel it is necessary to do in order to keep good advertisers and encourage more.