Table 2 Advertisements in UK monthly women's magazines overall and by season, magazine type and relative affluence of readers
| Â | N publications | N issues | N pages | N adverts | N (%) pages that were adverts | N (%) adverts that were for food | N (%) pages that were food adverts | % advertising pages that were for food | |
|---|---|---|---|---|---|---|---|---|---|
All | 18 | 213 | 49 289 | 35 053 | 19 543 (39.6) | 1380 (3.9) | 1452 (2.9) | 7.4 | |
Season | Â | Â | Â | Â | Â | Â | Â | Â | |
Spring | 18 | 52 | 12 145 | 8626 | 4812 (39.6) | 236 (2.7) | 241 (2.0) | 5.0 | |
Summer | 18 | 54 | 11 519 | 8454 | 4445 (38.6) | 400 (4.7) | 423 (3.7) | 9.5 | |
Autumn | 18 | 54 | 14 269 | 10 039 | 6079 (42.6) | 428 (4.3) | 450 (3.2) | 7.4 | |
Winter | 18 | 53 | 11 356 | 7934 | 4207 (37.0) | 316 (4.0) | 339 (3.0) | 8.1 | |
χ2 (p-value); df = 3 |  |  |  |  | 89.6 (<0.001) | 49.9 (<0.001) | 62.7 (<0.001) | 71.5 (<0.001) | |
Magazine type | Â | Â | Â | Â | Â | Â | Â | Â | |
Lifestyle & beauty | 8 | 94 | 25 473 | 16 088 | 11 039 (43.3) | 562 (3.5) | 593 (2.3) | 5.4 | |
Food & homes | 6 | 71 | 14 160 | 13 577 | 5202 (36.7) | 362 (2.7) | 370 (2.6) | 7.1 | |
General interest | 4 | 48 | 9656 | 5388 | 3303 (34.2) | 456 (8.5) | 490 (5.1) | 14.8 | |
χ2 (p-value); df = 2 |  |  |  |  | 314.4 (<0.001) | 358.2 (<0.001) | 192.4 (<0.001) | 331.9 (<0.001) | |
Affluence tertile | Â | Â | Â | Â | Â | Â | Â | Â | |
Least | 6 | 71 | 12 882 | 9231 | 4256 (33.0) | 255 (2.8) | 259 (2.0) | 6.1 | |
Middle | 6 | 72 | 20 057 | 12 227 | 8410 (41.9) | 496 (4.1) | 517 (2.6) | 6.1 | |
Most | 6 | 70 | 16 350 | 13 595 | 6876 (42.1) | 629 (4.6) | 676 (4.1) | 9.8 | |
χ2 (p-value); df = 2 |  |  |  |  | 318.5 (<0.001) | 51.2 (<0.001) | 129.7 (<0.001) | 88.9 (<0.001) | |