Abstract
Advertiser-supported cultural industries provide (1) advertisers with vehicles to reach consumers, (2) consumers with information about products that suit their needs and local sources of availability, and (3) countries with tools for maintaining cultural identity. The impact of abolishing cultural protectionism is examined through the analysis of Canadian magazine industry data and advertising content. Three studies reveal the adverse effects of ending protectionist policies on market share/circulation of leading domestic magazines. In addition, new magazine growth was stagnant for leading domestic magazines but robust for smaller niche magazines. Imported U.S. magazines maintained market share, thus weakening domestic magazine advertising as a marketing communication channel between Canadian advertisers and consumers.
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