ERIC Number: ED120739
Record Type: RIE
Publication Date: 1975
Reference Count: 0
U. S. Government Advertising in Consumer Magazines, 1960-1973.
Bowers, Thomas A.; Mullen, James J.
This paper reports on a study designed to analyze the impact that advertising by the federal government might have on the nation.s media, specifically the nation's magazines. The U.S. government was the tenth leading national advertiser in the United States in 1973 and spent an estimated $99 million, $80 million of which represented military recruitment advertising, with nonmilitary spending largely accounted for by advertising for the U.S. Postal Service and Amtrack. Using data gathered by the Publishers Information Bureau which show how much each advertiser spends in each consumer magazine, the researchers considered many periodicals to see how much money they receive from the government and what part of their advertising revenue this money represents. The years between 1960 and 1973 were considered, and thirty-four magazines are listed with the years in which U.S. government advertising accounted for between one and ten percent of the magazines' total advertising revenue. The authors feel that the fact that the federal government has become one of the largest national advertisers is a cause for concern, since it may be considered a form of propaganda distributed internally and paid for by the target audience. (MKM)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (Ottawa, Ontario, August 16-19, 1975)