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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--17 sub sample of 5-7 percent of total articles or stories is regarded as sufficient for assessing reliability. The Scott’s (1955) pi index was calculated to determine intercoder reliability. The average reliability coefficient in this study was .89, an acceptable level. Data collected through the coding process were analyzed using the Chi-square test (crosstabs) and ANOVA. Results The sample of 577 magazine articles featured CEOs at more than 400 companies. However, and unlike the newspaper coverage (Park & Berger, in press), 13 large corporations, each the subject of at least five stories, accounted for 91 articles (15.7% of total): AOL, Apple, AT&T, Chrysler, Coca-Cola, Disney, Ford, GE, GM, Intel, Microsoft, Time Warner, and RJR. The articles averaged about 1,200 words in length. News stories (335, or 60% of total) and feature stories (207, or 37%) were the dominant article types, while interviews (16), editorials (13), and columns (6) were infrequent. Nearly 96% of CEOs in the sample were male (551/577), and the average age of CEOs was about 53 years, though less than half (252/577) of the stories included the age of the CEO. Other descriptive data are incorporated in tables that follow. H1 was supported: the number of stories about CEOs increased in all three magazines during the study period (Table 4). Not surprisingly, the number of CEO articles in Business Week far outpaced those in other study magazines. Figure 1 portrays the approximate three-fold increase in CEO coverage during the study period, with a notable decline in 2001. H2 was not supported: CEO personal information was the main topic of only 48 (8.32%) magazine articles (Table 5). Company performance (40.9%), CEO change (14.9%), strategic plans (12.31%), and restructuring (10.4%) were more frequent main topics. These findings contrast sharply with the newspaper study (Park & Berger, in press), where CEO change was the main topic in more than half (53.1%) of the news stories, followed by CEO personal information

Authors: Berger, Bruce. and Park, Dong-Jin.
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CEO Images in Magazines--17
sub sample of 5-7 percent of total articles or stories is regarded as sufficient for assessing
reliability. The Scott’s (1955) pi index was calculated to determine intercoder reliability. The
average reliability coefficient in this study was .89, an acceptable level. Data collected through
the coding process were analyzed using the Chi-square test (crosstabs) and ANOVA.
Results
The sample of 577 magazine articles featured CEOs at more than 400 companies.
However, and unlike the newspaper coverage (Park & Berger, in press), 13 large corporations,
each the subject of at least five stories, accounted for 91 articles (15.7% of total): AOL, Apple,
AT&T, Chrysler, Coca-Cola, Disney, Ford, GE, GM, Intel, Microsoft, Time Warner, and RJR.
The articles averaged about 1,200 words in length. News stories (335, or 60% of total) and
feature stories (207, or 37%) were the dominant article types, while interviews (16), editorials
(13), and columns (6) were infrequent. Nearly 96% of CEOs in the sample were male (551/577),
and the average age of CEOs was about 53 years, though less than half (252/577) of the stories
included the age of the CEO. Other descriptive data are incorporated in tables that follow.
H1 was supported: the number of stories about CEOs increased in all three magazines
during the study period (Table 4). Not surprisingly, the number of CEO articles in Business Week
far outpaced those in other study magazines. Figure 1 portrays the approximate three-fold
increase in CEO coverage during the study period, with a notable decline in 2001.
H2 was not supported: CEO personal information was the main topic of only 48 (8.32%)
magazine articles (Table 5). Company performance (40.9%), CEO change (14.9%), strategic
plans (12.31%), and restructuring (10.4%) were more frequent main topics. These findings
contrast sharply with the newspaper study (Park & Berger, in press), where CEO change was the
main topic in more than half (53.1%) of the news stories, followed by CEO personal information


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