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USA: talking to the lads

Cover of a recent edition of Real Edge, a "lad's" magazine mail shot financed by BAT's US subsidiary Brown & Williamson.

A clearer image is emerging about the likely trends in tobacco promotion over the next few years in countries where tobacco control measures or social pressure make life increasingly difficult for tobacco companies. "Permission marketing", in which tobacco manufacturers gather the names, addresses, and lifestyle details and preferences of consumers who claim to be smokers, is growing fast as the companies try to build up massive databases to ensure that even if they lose the right to use significant sectors of the advertising media, they can still address potential customers by mail. This is particularly useful for reaching groups with popular interests and high levels of disposable income, such as younger men, often single and without responsibilities—or "lads"', as many advertisers call them.

One World magazine mail shot, . . . [Full text of this article]