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Advertiser Pressure

LUTZ M. HAGEN


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Advertiser pressure is a specific form of market pressure on commercial media that originates from customers in the advertising market (→ Advertising ; Markets of the Media ). Because revenues from the advertising market create a considerable part of the overall revenues of commercial media, additional competitive advantage might be achieved by (favorably) mentioning customer firms or their products in the editorial content. The term “advertiser pressure” was first introduced into the literature by Hays and Reisner (1991) . The issue of how media structure and content are influenced by advertisers has been around for as long as market-driven journalism and has constituted a topic of much critical work (e.g., Seldes 1935 ). With the augmented pressure following the crisis in print media, the interest of researchers has increased. Most empirical studies investigating the subject have been carried out in the past 10 years (→ Commercialization: Impact on Media Content ; Media Economics ). Two forms of advertiser pressure can be distinguished. Implicit advertiser pressure is a structural phenomenon (i.e., implicitly present), even without advertisers taking any action. The potential to lose or to gain ad revenue can be seen as a permanent temptation on ad-dependent media to tailor suitable content for advertisers. Explicit advertiser pressure, on the other hand, may be exerted ... log in or subscribe to read full text

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