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- Title
Sui Generis: Tobacco Sponsorship Advertising and Canadian Campus Newspapers.
- Abstract
This article examines tobacco sponsorship advertising in 18 college and university newspapers in Canada from 2002 to 2004. It documents the financial value of tobacco advertising in the year before the federal ban on this form of advertising, which began in October 2003. Tobacco spending formed nearly half of these newspapers' national advertising revenues. The paper examines advertising revenue and publishing output in the year following the ad ban. While national ad revenue fell 28% in 2003-04, this did not adversely affect newspaper operations: the newspapers published 1.4% more pages-and more issues-in 2003-04 than in the previous year. In accounting for this anomalousfinding, the paper discusses the sui generis nature of campus newspapers, which embody elements of commercial and non-profit media, while remaining an under-researched and under-theorized area of communication studies.
- Subjects
CANADA; TOBACCO advertising; COLLEGE student newspapers &; periodicals; ADVERTISING revenue; UNIVERSITIES &; colleges
- Publication
Canadian Journal of Communication, 2008, Vol 33, Issue 2, p257
- ISSN
0705-3657
- Publication type
Article
- DOI
10.22230/cjc.2008v33n2a2010