Description
Book SynopsisIn this provocative book, C. Edwin Baker argues that print advertising seriously distorts the flow of news by creating a powerfully corrupting incentive: the more newspapers depend financially on advertising, the more they favor the interests of advertisers over those of readers. Advertising induces newspapers to compete for a maximum audience with
Trade Review"Advertising and a Democratic Press is an essential book for anyone interested in the structural impact of advertising on American newspapers in particular and the American media in general."--Financial Times "Newspapers, Baker insists, operate mainly as businesses, secondarily as businesses, and occasionally--when they're sounding patriotic and devoted to the public interest--as businesses... The main problem ... is that advertising now accounts for some 65 percent of the average daily newspaper's revenue. In such a fix, he believes, advertisers replace readers and editors in determining editorial content."--Carlin Romano, The Philadelphia Inquirer "Baker's central concern is the impact of the media's financial dependence on advertising on the substance and distribution of their nonadvertising content... The real contribution of Baker's work is ... the use of economic analyses to show how an apparent benefit of advertising-the subsidizing of the cost of information to the public-can lead, ironically, to a less free and democratic press."--American Political Science Review
Table of ContentsPrefaceIntroduction3Ch. IAdvertising: Financial Support and Structural Subversion of a Democratic Press7Ch. IIAdvertising and the Content of a Democratic Press44Ch. IIIEconomic Analysis of Advertising's Effect on the Media71Ch. IVPolicy Proposals83Ch. VThe Constitutionality of Taxation or Regulation of Advertising118Mathematical Appendix139Notes141Index191
