(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
Since the analysis period coincided with high school and university graduation
ceremonies in Turkey, and Father’s Day was celebrated on the same month, there appeared a
quantitative increase in the number of advertisements and advertorial news. Two-paged
supplements in both catalogs and on free magazine supplements’ front pages given as “this is
an ad” are evaluated in advertisement category. Besides, advertorial news pieces infiltrated
into the content of the magazine supplements. In addition to its magazine supplement
“Saturday”, for instance, Akşam offered its readers an eight-paged exclusive supplement
named “Father’s Day”. This supplement included numerous advertorial news pieces.
In “Hürriyet Saturday” supplement, 22 advertorial news pieces on June 6, 33 on June
13, 21 on June 20 and 45 on June 27 were published. A total of 121 advertorial news pieces
are counted in a one-month period of supplement’s issues. In the other magazine supplement
of the same newspaper called “Kelebek Saturday”, 6 advertorial news pieces on June 6, 5 on
June 13, 14 on June 20 and 10 on June 27 were published. A total of 35 advertorial news
pieces were placed in the supplement. Considering both supplements, we can state that an
overall total of 156 advertorial news pieces were included in their content.
In “Akşam Saturday” supplement, 5 advertorial news pieces on June 6, 9 on June 13,
34 on June 20 and 9 on June 27 were published. A total of 57 advertorial news pieces are
counted in a one-month period of supplement’s issues. The same newspaper’s exclusive and
free issue on June 20 “Father’s Day” included 53 advertorial news pieces. Considering both
supplements, a total of 110 advertorial news pieces were carried onto their pages.
At this point, both press corporations who try to grow their market share bear a
resemblance in terms of including numerous advertorial news pieces in their contents. One of
the main reasons why Hürriyet included more advertorial news pieces in its “Saturday”
supplements compared to Akşam is the difference in the number of the pages. “Hürriyet
Saturday”, allocated 2-4 pages into direct advertisement out of its 20-paged content on
average. Comparatively, “Kelebek Saturday” had an average of 10-paged content, and it used
3 pages for advertisements in some issues. “Akşam Saturday” came out in a 12-paged content
on average and it used 1-2 pages for advertisement in some weeks.
Along with these, sectoral distribution of the advertorial news pieces published in the
analysis unit newspaper supplements and the comparison of the two newspapers’ supplements
in that way is also crucial. Considering both “Hurriyet Saturday” and “Kelebek Saturday”,
sectoral distribution of the advertorial news pieces was mostly in the following fields:
Entertainment venues 37, clothing/design 21, restaurants 21, holiday resorts 14 and shopping
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