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In Reply: While the 35 magazines in our sample do not represent all consumer magazines, they are among the most widely read general interest magazines. In addition, the magazines include 7 of the 10 magazines most read by adolescents and attract a large proportion of the dollars spent in magazines by alcohol advertisers.

If our goal had been to test whether the magazine industry encourages alcohol marketing to adolescents, then Ms Link's criticism regarding our exclusion of teen magazines would have been accurate. Our goal, however, was to examine not the magazine industry, but the alcohol advertisers who operate within that industry. We examined whether alcohol advertisements, within the constraints set by magazine industry norms, were disproportionately reaching adolescents. In that context, excluding teen magazines from analysis was not only appropriate, but also necessary for accuracy.

We did not include public service announcements regarding alcohol in our analysis. And while . . . [Full Text of this Article]

Paul J. Chung, MD, MS
Department of Pediatrics
David Geffen School of Medicine
University of California
Los Angeles

Craig F. Garfield, MD, MA
Department of Pediatrics
Evanston Northwestern Healthcare Research Institute
Evanston, Ill

Paul Rathouz, PhD
Department of Health Studies
University of Chicago
Chicago, Ill

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