The 13th World Conference on Tobacco OR Health

Objective: This research examines trends in overall magazine advertising for tobacco products. It provides evidence of consolidation of advertising of brands popular with youth and minorities.

Methods: Estimated cigarette and other tobacco products advertising volume and expenditures were computed for 208 major magazines published in the US. Annual number of advertisements placed, absolute advertising expenditures, and proportion of total magazine advertising were calculated in 1998-2004 for each manufacturer, product type, brand, and menthol and “candy” flavored brand categories. Estimated expenditures were adjusted to year 2004 by the consumer price index.

Results: Overall magazine advertising expenditures fell 49% from $435.6 in 1998 million to $224.4 million in 2004. The decline was attributable to Philip Morris eliminating all advertising by year 2004. Magazine advertising by the three other major companies RJR, B&W and Lorillard were constant overall. Advertising for smokeless tobacco products increased by 37% from $23.1 million in 1998 to $31.6 million in 2004. Since the MSA, the major cigarette manufacturers have decreased from 18 to 8 the number of brand families they advertise. However, the number of brands within brand families has increased, and advertising dollars for brands that were continued actually increased 40% from $154.0 million to $215.7 million. Advertising expenditures were consolidated to fewer brands popular with youth and minorities. Advertising of mentholated brands rose by 49% from $50.0 million in 1998 to $74.3 million in 2004. Advertising for “candy” flavored brands rose sharply from $ 0.5 million in 2000 (0%) to $20.7 million in 2004 (10%) in 2004.