Abstract
This article investigates the cross-promotion of Web sites in print advertisements. The purpose of the study is to identify whether and how advertisers are using Web site references as calls to action to attract readers to online sites. To address the objectives of this study, 2,613 print ads from business and consumer magazines were content analyzed. The results show that while Web site references are often included in print ads, their presentation is rather poor and the content is unappealing or unique.
Notes
Note. Ads with multiple Web references were not included in this chart.