Vlassov Vasiliy V
Moscow Medical Academy, Moscow, Russia.
Croat Med J. 2007 Dec;48(6):786-90. doi: 10.3325/cmj.2007.6.786.
To assess the relatedness of journal content to paid advertisements published in the journal.
The case-control study was performed on a convenience sample of 7 journals subscribed by Central Medical Library in Moscow--4 international (American Journal of Hypertension, British Journal of General Practice, The Lancet, and New England Journal of Medicine) and 3 Russian peer reviewed journals (Terapevticheskii Arkhiv, Khirurgiia, and Voeno-Meditsinskii Zhurnal). In each issue containing a paid advertisement, classifieds excluded, we searched for articles related to the advertised product and compared this issue with a control issue - the next or a later issue without this advertisement.
In American Journal of Hypertension (33 issues from 2002-2004) 94 placements of advertisements were found, 7 of which were closely related to the article topic in the same issue (7/94) vs 2/66 in the control issue. The odds ratio (OR) and 95% confidence interval (CI) for advertisements to be accompanied by related articles was OR, 2.6; 95%CI, 0.5-13). In British Journal of General Practice (27 issues from 2003-2005) there were 7/63 advertisements related to the article topic vs 0/28 in the control issue (OR, 7.2; 95% CI, 1.3 to 44). In The Lancet (49 issues from 2004) there were 8/162 advertisements related to the article topic vs 8/104 in the control issue (OR, 0.6; 95% CI, 0.3-1.5). In New England Journal of Medicine (37 issues from 2004) there were 12/81 advertisements related to the article topic vs 8/75 in the control issue (OR, 1.5; 95% CI, 0.56-3.79). In Terapevticheskii Arkhiv (10 issues from 2004) there were 38/93 advertisements related to the article topic vs 1/83 in the control issue (OR, 56.66; 95% CI, 4.4-253). In Khirurgiia (25 issues from 2003-2005) there were 3/83 advertisements related to the article topic vs 0/70 in the control issue (OR, 2.7; 95% CI, 0.3-26). In Voeno-Meditsinskii Zhurnal (33 issues from 2003-2005) there were 17/31 advertisements related to the article topic vs 2/31 in the control issue (OR,17.6; 95% CI, 3.6-87).
The strong relatedness between the content of the articles and advertisements placed in 3 of 7 journals and explicit placement of the advertisements face to face or overleaf the related research articles support the hypothesis that journal content is manipulated to place more emphasis on the advertisements.
评估期刊内容与该期刊上刊登的付费广告之间的相关性。
采用病例对照研究，以莫斯科中央医学图书馆订阅的7种期刊为便利样本——4种国际期刊（《美国高血压杂志》《英国全科医学杂志》《柳叶刀》和《新英格兰医学杂志》）和3种俄罗斯同行评审期刊（《治疗档案》《外科学》和《军事医学杂志》）。在每一期包含付费广告（不包括分类广告）的期刊中，搜索与所宣传产品相关的文章，并将该期与对照期——下一期或之后一期不包含此广告的期刊进行比较。
在《美国高血压杂志》（2002 - 2004年的33期）中，共发现94条广告投放，其中7条与同一期文章主题密切相关（7/94），而对照期为2/66。广告伴有相关文章的优势比（OR）及95%置信区间（CI）为OR = 2.6；95%CI：0.5 - 13）。在《英国全科医学杂志》（2003 - 2005年的27期）中，有7/63的广告与文章主题相关，对照期为0/28（OR = 7.2；95%CI：1.3至44）。在《柳叶刀》（2004年的49期）中，有8/162的广告与文章主题相关，对照期为8/104（OR = 0.6；95%CI：0.3 - 1.5）。在《新英格兰医学杂志》（2004年的37期）中，有12/81的广告与文章主题相关，对照期为8/75（OR = 1.5；95%CI：0.56 - 3.79）。在《治疗档案》（2004年的10期）中，有38/93的广告与文章主题相关，对照期为1/83（OR = 56.66；95%CI：4.4 - 253）。在《外科学》（2003 - 2005年的25期）中，有3/83的广告与文章主题相关，对照期为0/70（OR = 2.7；95%CI：0.
