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CEO Images in Magazines and Newspapers, 1990-2001: The Growth of CEO Coverage and the Importance of Competence, Personal, and Integrity Dimensions to Image Formation
Unformatted Document Text:  CEO Images in Magazines--10 Given documented increases in the past decade in overall business and business-related news (Henriques, 2000) and in CEO coverage in newspapers (Park & Berger, in press), we anticipate finding a similar increase in CEO coverage in magazines: H1: The number of stories about CEOs in study magazines will increase during the 1990-2001 period. Park and Berger (in press) found that the most frequent topic of coverage in newspaper stories about CEOs was CEO change (e.g., retirements, departures, and appointments), perhaps reflecting the newsworthiness of such events. Magazines, however, may be more oriented to CEO profiles or personal features (Crawford, 2001), and some researchers suggest CEO coverage during the past decade personalized CEOs and presented them as celebrities (McGrath, 1995; Useem, 2001; Zachary, 1997). Thus: H2: The most frequent topic of study magazine stories will be CEO personal information (personality profiles). Similarly, we anticipate finding that: H3: The personal dimension of CEO image will appear more frequently than any other dimension of CEO image in study magazine coverage. Since business or business-related sources appear to predominate in business news coverage (Eichholz, 1999; Park & Berger, in press), we would expect that: H4: The majority of other sources cited directly or indirectly in study magazine coverage of CEOs will be business or business-related sources. Eichholz (1999) found that CEOs of large companies received significantly more newspaper and magazine coverage than CEOs of small companies. However, Park and Berger (in press) found that non-Fortune 500 companies received more coverage than Fortune 500

Authors: Berger, Bruce. and Park, Dong-Jin.
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CEO Images in Magazines--10
Given documented increases in the past decade in overall business and business-related
news (Henriques, 2000) and in CEO coverage in newspapers (Park & Berger, in press), we
anticipate finding a similar increase in CEO coverage in magazines:
H1: The number of stories about CEOs in study magazines will increase during
the 1990-2001 period.
Park and Berger (in press) found that the most frequent topic of coverage in newspaper
stories about CEOs was CEO change (e.g., retirements, departures, and appointments), perhaps
reflecting the newsworthiness of such events. Magazines, however, may be more oriented to
CEO profiles or personal features (Crawford, 2001), and some researchers suggest CEO coverage
during the past decade personalized CEOs and presented them as celebrities (McGrath, 1995;
Useem, 2001; Zachary, 1997). Thus:
H2: The most frequent topic of study magazine stories will be CEO personal
information (personality profiles).
Similarly, we anticipate finding that:
H3: The personal dimension of CEO image will appear more frequently than any
other dimension of CEO image in study magazine coverage.
Since business or business-related sources appear to predominate in business news
coverage (Eichholz, 1999; Park & Berger, in press), we would expect that:
H4: The majority of other sources cited directly or indirectly in study magazine
coverage of CEOs will be business or business-related sources.
Eichholz (1999) found that CEOs of large companies received significantly more
newspaper and magazine coverage than CEOs of small companies. However, Park and Berger (in
press) found that non-Fortune 500 companies received more coverage than Fortune 500


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