Advertising is a key element in evaluating periodicals and is reflective of the monetary support received by a periodical. Generally, periodicals that include a large amount of advertisements exist primarily to produce a profit. On the other hand, journals with limited advertising rely financially on readers' subscriptions and serve primarily to disseminate unique information rather than turn a profit. If a periodical relies heavily on advertisers as a source of revenue, advertisers may be able to exert control over editorial policy and the types of information included or excluded in the magazine.
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Academic Journals | Substantial News/General Interest |
Popular Magazines |
Newspapers |
|---|---|---|---|---|
| Advertising | Limited advertising | Ads are present but not a predominant feature | Ads are present and may be a predominant feature | Accept advertising of all sorts, usually offering both classified and display ads |
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Academic Journals -- Limited advertising
Typically, the only ads which will appear in an academic journal are for other products or services supplied by the publisher of the journal. The ad below was taken from the Journal of Abnormal Psychology, which is published by the American Psychological Association. The ad is for a book entitled Understanding Violence Against Women, also published by the American Psychological Association.
Substantial News/General Interest -- Ads are present but not a predominant feature
This ad does not take up much room on this page of an article in The New Yorker. Note that it is specifically aimed at the type of readers it expects to be reader this magazine, namely highly-educated individuals who may have received a Fulbright grant in the past.
Popular Magazines -- Ads are present and may be a predominant feature
The ads comprise about two-thirds of this total page in an issue of People magazine.
Newspapers -- Accept advertising of all sorts, usually offering both classified and display ads
The careful researcher will take note of who advertises most heavily in a newspaper. News items may appear or fail to appear if the publisher fears upsetting major advertisers.
