Advertising researchers have long been conducting tests of the hypothesis that certain publications by virtue of their unique editorial environments will either enhance or detract from the way in which advertising appearing in the publication will be perceived by the readers. For example, a business advertisement in Business Week will be better perceived than will the same advertisement in a newsweekly, or an advertisement in The National Enquirer will be less favorably perceived than the same ad in a less sensational publication such as McCall's or Reader's Digest. The theory and the difficulties of conducting research in this area were well described by Weilbacher as early as 1960.