Daring to Be Heard: Advertorials by Organized Interests on the Op-Ed Page of The New York Times , 1985-1998

Abstract

Advertorials are a form of outside lobbying that organized interests use to influence policymakers and attentive publics. It is apparent from their popularity that organized interests consider them to be an effective form of political communication. This article analyzes 2,805 organized interest advertorials that appeared on the lower right quadrant of The New York Times op-ed page from 1985 to 1998. Advertorials take two broad forms: (a) image advertorials, which are paid messages by organized interests designed to create a favorable climate of opinion, and (b) advocacy advertorials, which are sponsored messages intended to win support for an interest's viewpoints on controversial issues. Typologies of advertorials (11 categories), organized interests (21 categories), corporate and noncorporate economic interests (29 categories), and policy content (28 categories) are used to document annually and over time who is sponsoring 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. We find over time an increasing number of advertorials, an increasing number and diversity of sponsoring interest organizations, an increasing trend toward advocacy advertorials, a continuing but declining sponsorship dominance by corporate interests, a shifting policy issue emphasis that corresponds to events in the political environment, and evidence that organized interests employ a variety of sponsorship strategies.