Buying National Ink

Abstract

Advertorials are paid messages in the media sponsored by organized interests to create and sustain a favorable political environment to pursue their respective goals. Advertorials, a form of outside lobbying, take two broad forms: (1) image advertorials designed to create a positive impression of the sponsor and a favorable climate of opinion, and (2) advocacy advertorials intended to win support for an interest's viewpoints on controversial issues. We analyze the population of 3,375 advertorials placed from 1985 through 2000 by organized interests to reach the mass audience of TIME, the most widely circulated and read weekly newsmagazine in the United States. Typologies of advertorials (11 categories), organized interests (21 categories), corporate and non-corporate economic interests (29 categories), and policy content (28 categories) are used to document over time the placement of advertorials, what types of advertorials are being used, what interests avail themselves of advertorial campaigns, which issue areas are receiving attention, what images and policy messages are being communicated, which organizations sponsor the most advertorials, and the timing of such political advertising campaigns. It is apparent by their popularity that organized interests consider advertorials to be an effective form of political communication. We find over time an increasing number of advertorials, an increasing number and diversity of sponsoring interest organizations, an increasing trend in the placement of image rather than advocacy advertorials, and a continuing but somewhat declining dominance by corporations and their associations.