(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
Considering both supplements of the newspaper, it can be pointed out that an overall total of
90 advertorial news pieces were included in their content. *
The total number of the advertorial news pieces of the magazine supplements
published on “Sunday” decreased when compared to the number of the ones published on
“Saturday”. The number of pages in Hürriyet’s “Sunday” supplement was not reduced ( 20-22
pages on average) and it is observed that some of the pages were allocated to direct
advertisements. However, fewer advertorial news pieces were included compared to the ones
released in “Saturday” magazine supplements. This could be seen as the editor’s preference.
Moreover, Hürriyet decided to publish only one magazine supplement on “Sundays” in the
given period.
One of the essential reasons why Akşam allocated more advertorial news pieces in
“Sunday” supplements when compared to those of Hürriyet is its offering a second magazine
supplement “Siesta” to its readers. The eight-paged “Akşam Sunday” supplement set two of
its pages for direct advertisement only for one week in the analysis period. ** 16-paged
magazine supplement “Siesta”, on the other hand, had 2 pages of direct advertisement and 14
pages of news content. Therefore, the total number of advertorial news pieces published in
“Akşam Sunday” and “Siesta” caused a discrepancy when compared to that of “Hürriyet
Sunday”. This condition leads to the conclusion the two media corporations in their
competition to share the market share weekends (Saturdays and Sundays) not only for
advertisements but also for advertorial news. Still, it has been analyzed that relatively Akşam
released more advertorial news pieces (200 advertorial news pieces) when compared to those
Hürriyet (172 advertorial news pieces) throughout the weekend days.
The sectoral distribution of the advertorial news pieces in the analysis unit
newspapers’ “Sunday” supplements shows differences from each other. In “Hürriyet Sunday”
supplement, the distribution of advertorial news pieces is as follows: Restaurants 5, holiday
tours 4, liquors and sodas 3. Considering both “Akşam Sunday” and “Siesta”, the distribution
of advertorial news pieces is as follows: Restaurants 29, entertainment venues 18, music 11
and holiday resorts 10. In the magazine supplements published by the two newspapers,
advertorial news pieces on different sectors (health, automobile industry, clothing, food,
accessories, cosmetics, etc.) are also seen.
* June 7 issue of the magazine supplement “Siesta” is not included in the analysis as it was unavailable.
** June 14 issue of “Akşam Sunday” was published with a 12 paged content; and it included a 4-paged
advertisement.
548