Readers' Reactions to Mixtures of Advertising and Editorial Content in Magazines

Abstract This article focuses on reactions toward two mixtures of advertising and editorial content in magazines, namely theme features and advertorials. A survey among subscribers (n=316) to five different magazines showed that the most editorial mixture generated the most attention, appreciation, and acceptance. Furthermore, audience reactions toward mixtures were influenced by the perceived authority and informational value of the magazines. The findings did not substantiate concerns that have been expressed in the literature about the misleading character of these subtle forms of advertising. Intertwining of advertising and editorial content appears to be a promising format for advertisers and publishers.

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