Advertising, Alcohol, and Youth

It has often been alleged that alcoholic beverage manufacturers disproportionately target their advertising at minors instead of at people over the age of 21. Empirical analysis presented in this article challenges that allegation; alcoholic beverage manufacturers appear to target people of drinking age and people who are about to turn drinking age. Beer and spirits producers tend to advertise in magazines with more young adult readers (ages 20-24), men, and blacks. Wine advertisers tend to favor older readers (age 25+) and higher-income readers. Adolescent readers are not important statistically for any beverage - including spirits, the alcohol beverage that emphasizes magazine advertising