Study: Sports press as the "world's best advertising agency"
Sports journalists primarily promote the sports industry, which is becoming increasingly important economically. This is the conclusion reached by an international study involving Swiss researchers.
Sports journalists are primarily beating the advertising drum for the increasingly important sports industry. This is the conclusion of an international study with Swiss participation. The study examined the question of how sport is written about in the print media. According to the "Neue Zürcher Zeitung" NZZ, the authors of the study consider the sports press to be the "world's best advertising agency". A significant driver of the growing economic importance of sport is the "global business partnership" between the sports industry and the sports press. The sports journalists would allow the sports industry to lead opinion and set priorities in reporting on major events. According to the study, the sports pages primarily cover those sports and events that attract the most advertising, sponsors and spectators. 37 newspapers in 10 countries, including Switzerland, were taken into account. "Tages-Anzeiger", "Blick" and "NZZ". The "International Sports Press Survey" was financed by the Danish Institute for Sports Studies and Play the Game, a Danish-based network that promotes a critical approach to the world of sport. The Institute of Mass Communication and Media Research at the University of Zurich contributed the Swiss data.
