DOI: 10.2501/JAR-2020-020 September 2020 JOURNAL OF ADVERTISING RESEARCH 237 Editor’s Desk 60 Robust Years Of Advertising Research, and Counting JOHN B. FORD Editor-in-Chief, Journal of Advertising Research Eminent Scholar and Professor of Marketing and International Business, Strome College of Business, Old Dominion University jbford@odu.edu The Journal of Advertising Research (JAR) has been a cuting-edge venue for advertising research for more than 60 years (nearly 250 issues, if you’re counting). The range of topics has never been richer and, with bourgeoning platforms steeped in evolving algorithms and artifcial intelligence, never as complicated. To stay current, the editors of the Journal con- tinue to respond to a body of high-quality submis- sions, and we are proud of our boundary-spanning role. The only constant: Our goal and focus of informing advertising scholars and practition- ers with evidence-based papers that keep track of the evolving feld of marketing, even as they honor and respect long-established practices and traditions. To that end, our latest number ofers seven stud- ies that connect with a number of touchpoints, ranging from the efects of eco-harmful media prac- tices on consumer perceptions, to varying efects of CSR advertisements across diferent age cohorts; from the emergence of double-jeopardy efects when targeting loyal niche audiences, to fnding diferences in the perceptions of consumers and professionals on the nature of creativity in advert- isements; from direct-to-consumer advertisements and prescription-drug proftability, to a view of a typology of multiple-media users. And, fnally, an examination of the efectiveness of speech rates in audio commercials. In “Why Do People Choose to Multitask with Media? The Dimensions of Polychronicity as Drivers of Multiple Media Use—A User Typol- ogy,” (please see page 251) Helen R. Robinson and Stavros P. Kalafatis (both at Kingston Business School) introduce a new Polychronicity-Multiple Media Use scale to identify heterogeneity among a sample of 315 digital natives in the United Kingdom. In their research, the authors found three dis- tinct segments of multimedia users: “information seekers,” “connecteds,” and “instinctives.” The frst cohort focuses almost exclusively on “surfng the Internet plus texting,” and “watching television plus texting some of the time.” The key for engage- ment with this audience is to fnd information across a variety of media vehicles. “Connecteds,” in turn, “consider their multiple media use to be driven by compulsion; in addi- tion, they value multiple media use to assimilate media content and gain associated social benefts.” The combination of vehicles aims to give them the social connections that they crave. Finally, for “instinctives” most often “multiple media use is driven predominantly by their com- fort with media multitasking and the associated feeling that such behavior is convenient for them.” In articulating the utility for marketing practi- tioners in more efective planning of multimedia advertising campaigns, the authors suggest that “instinctives” are the most atractive audience in that they use most of the media combinations most (or at least some) of the time. “Information seekers” are limited in the combinations that they employ, and “connecteds” rarely use combinations. The common ground for all subsets in all advertising is the creative product. “Quantify- ing the Advertising-Creativity Assessments of Consumers versus Advertising Professionals: Does It Mater Whom You Ask?” by Erik Modig and Micael Dahlen (both at the Stockholm School of Economics, please see page 324) examines the perceptions of advertising professionals as well as of consumers regarding creativity encountered in advertisements. Such comparisons are useful, especially when diferences are found in the diferent populations. The authors found that “both consumers and prac- titioners are capable of rating advertising creativity, but that they adopt signifcantly diferent perspect- ives as to exactly how to weigh the diferent dimen- sions of creativity.”