The problems with AVEs provide a valuable exercise in critical thinking: why or why not would an AVE score for editorial matter be equivalent to the same amount of advertising?

Question

Quizplus · Accepted Answer

The Answer is AVEs provide a broad directional approach to measuring impact of PR efforts. But equating the number of column inches or area taken up by a news release for example, can hardly show the impact that the release had. The differences between advertising copy and news-release copy are many. Advertising is often viewed by readers as suspect and not as honest as the content found in news columns, which are supposed to be written by journalists. Further, the decline in print readership in recent years has produced a serious decline in the "pickups" of news releases in print, so that there are fewer options to measure as AVEs.

The Problems with AVEs Provide a Valuable Exercise in Critical