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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--13 Useem, 2001; Walker, 1998), it seems likely that image dimensions will be highlighted somewhat differently in magazines than in newspapers: H11: Personal and charisma dimensions of CEO images will appear more frequently in study magazine coverage than in newspaper coverage. H12: The competence dimension will appear less frequently in study magazine coverage than in newspaper coverage. H13: The integrity dimension of CEO images will more often be presented negatively than positively in study magazine coverage, similar to the newspaper study. Methods Sample According to Gaines-Ross (2000), newspapers and magazines are important sources or outlets for CEO-related information. In this study, we examined coverage of CEOs in two leading weekly news magazines—NewsWeek and U.S. News & World Report—and one leading weekly business magazine—Business Week--during the period 1990-2001. These magazines, along with Time magazine, are often used in content analysis studies (Riffe et al., 1996). This selection of magazines also creates the opportunity for potential variance in findings. In terms of average circulation for the top 100 magazines in the country, NewsWeek, U.S. News & World Report, and Business Week rank 15, 33, and 94 respectively (Magazine Publishers of America, 2001). In addition, NewsWeek reflects a somewhat more liberal news perspective; U.S. News & World Report is considered to be somewhat more conservative and to reflect a pro- business orientation; and Business Week, largely written for and about business, is the leading business weekly in the country (DeFleur & Dennis, 1994).

Authors: Berger, Bruce. and Park, Dong-Jin.
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CEO Images in Magazines--13
Useem, 2001; Walker, 1998), it seems likely that image dimensions will be highlighted
somewhat differently in magazines than in newspapers:
H11: Personal and charisma dimensions of CEO images will appear more
frequently in study magazine coverage than in newspaper coverage.
H12: The competence dimension will appear less frequently in study magazine
coverage than in newspaper coverage.
H13: The integrity dimension of CEO images will more often be presented
negatively than positively in study magazine coverage, similar to the
newspaper study.
Methods
Sample
According to Gaines-Ross (2000), newspapers and magazines are important sources or
outlets for CEO-related information. In this study, we examined coverage of CEOs in two
leading weekly news magazines—NewsWeek and U.S. News & World Report—and one leading
weekly business magazine—Business Week--during the period 1990-2001. These magazines,
along with Time magazine, are often used in content analysis studies (Riffe et al., 1996).
This selection of magazines also creates the opportunity for potential variance in findings.
In terms of average circulation for the top 100 magazines in the country, NewsWeek, U.S. News
& World Report, and Business Week rank 15, 33, and 94 respectively (Magazine Publishers of
America, 2001). In addition, NewsWeek reflects a somewhat more liberal news perspective; U.S.
News & World Report is considered to be somewhat more conservative and to reflect a pro-
business orientation; and Business Week, largely written for and about business, is the leading
business weekly in the country (DeFleur & Dennis, 1994).


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