(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
malls 12. Advertorial news pieces regarding the other sectors (food, liquors and sodas, home
supplies, cosmetics, accessories, etc.) were fewer in number.
In “Akşam Saturday” supplement, on the other hand, had the following sectoral
distribution density of the advertorial news pieces: Clothing/design 27, shopping malls 20,
accessories 16, restaurants 12, electronics/computer products 11, and cosmetics 9. Advertorial
news pieces regarding the other sectors (holiday resorts, liquors and sodas, health, music, etc.)
were fewer in number.
It has been observed that throughout the analysis period certain companies sponsored
the pages concerning the news pieces/issues that could be considered in the context of
advertorial news dealt with in the related pages. The examples of this have been come across
both in “Hürriyet Saturday” and “Akşam Saturday” during the analysis period. For instance,
on the June 6 issue of “Hürriyet Saturday” supplement, an advertisement of “strawberry”
product by Binboğa vodka brand was released. In that sense, it could be said that the brand
Binboğa purchased one whole page of the newspaper supplement. Furthermore, by giving
information about the same product in the content of the news texts, this becomes a good
example of advertorial news. On the health column of the same issue of “Akşam Saturday”
advertorial news pieces about skin and care products by “Dr. Scholl” are made with the
purchase of the whole page by the company. In the same period, the sectoral distribution of
the advertorial news pieces made by purchasing the whole page in both of the two
newspapers’ supplements is as follows: credit cards, GSM, health appliances, house
appliances, food.
On “Sundays” in the analysis period, Hürriyet published “Hürriyet Sunday”; Akşam
published “Akşam Sunday” and “Siesta” (tabloid magazine). In “Hürriyet Sunday”,
consecutively 3 advertorial news pieces on June 7, 5 on June 14, 5 on June 21 and 3 on June
28 were released. A total of 16 advertorial news pieces are counted in a one-month period of
supplement’s issues.
In “Akşam Sunday”, consecutively 2 advertorial news pieces on June 7, 5 on June 14,
20 on June 21 and 6 on June 28 were released. A total of 33 advertorial news pieces are
counted in a one-month period of supplement’s issues. In the same paper’s other magazine
supplement called “Siesta” 22 advertorial news pieces on June 14, 19 on June 21 and 16 on
June 28 were released. Totally 57 advertorial news pieces were included in “Siesta”.
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