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To the Editor: From their small sample of 35 popular magazines, Dr Garfield and colleagues¹ concluded that the amount of alcohol advertising was directly related to the magazines' adolescent readership. The magazines used in this study are representative of neither the more than 5000 consumer magazines in general nor of the magazines heavily read by 12- to 19-year-olds, many of which contain no advertisements for alcoholic beverages at all. By excluding teenage magazines with no alcohol advertisements from the analysis, the authors almost certainly overstated the relationship between number of teen readers and number of alcohol advertisements. It also appears that the authors may have included advertisements for responsible drinking with advertisements for alcoholic beverages, further inflating the measured relationship between teen readers and number of advertisements.

The analysis also inappropriately combined data from 2 separate studies—Mediamark Research Inc's national study of adult readers² and Teenmark Study of teen readership . . . [Full Text of this Article]

Nina Link
Magazine Publishers of America
New York, NY

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