PUBLICATION PRODUCTIVITY IN THE 3 LEADING US ADVERTISING JOURNALS - 1989 THROUGH 1996

Periodic scanning of research productivity within a discipline is nece ssary to effectively measure the relative contribution of individual a uthors and institutions. This review extends Barry's 1990 work and ex amines refereed articles in the three primary U.S. advertising special ty journals-Journal of Advertising, Journal of Advertising Research, a nd Journal of Current Issues and Research in Advertising-for the perio d 1989 through 1996. The findings indicate a significant shift in indi vidual and institutional rangings. Given recent pressures on academic institutions to show concrete evidence of performance, the findings pr ovide a useful benchmark of individual anal institutional research pro ductivity within, the three outlets.