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Magazines do not want to do this because advertisements are how they acquire revenue, which is obvious from our findings in the Sports Illustrated magazine. Magazines could think of other ways for advertisements to be in the magazine without having actual pages of ads. Examples of this could be having firms sponsor more articles or sweepstakes, or using their product in their articles or photographs. Of course, the most eye catching way to get the reader’s attention is to have an actual advertisement in the magazine (and magazines do not want to reduce their ads, that would mean less money for them!) therefore we believe the clutter in the magazine environment will not be reduced in the near future...
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