Table 2

Tobacco advertising in black oriented and non-black oriented magazines, by brand, 1990 and 1994

Brand Black youth market share, 19892-150 Black youth market share, 19932-150 Pages of advertising, 1990 and 1994, black magazines2-151 Pages of advertising, 1990 and 1994, other magazines2-151 Expenditures for advertising, 1990 and 1994, black magazines (in millions of 1994 dollars)2-151 Expenditures for advertising, 1990 and 1994, other magazines (in millions of 1994 dollars)2-151
Black youth brands2-152
Newport61.370.480.0297.12.622.1
 Kool10.911.942.4189.01.416.2
 Salem2-152 (1989)9.730.0116.21.09.5
Total, black youth brands152.4602.35.047.8
Other brands2-152
Marlboro8.78.501114.3084.5
 Benson & Hedges3.31.771.6389.52.237.6
 Camel3.100466.1031.7
 Salem2-152(1993)1.44.016.00.11.3
 Winston000167.8011.5
 Merit0<5.50477.1048.9
 Virginia Slims<2.90.570.8531.22.438.8
 Parliament<2.9<5.5076.706.9
 Kent<2.9<5.502.000.4
 Capri<2.9<5.524.0272.10.920.3
Total, other brands170.43512.85.6281.9
Total, all brands322.84115.110.6329.7
  • Youth readership data from Teenage Research Unlimited24 and Mediamark Research Inc25; advertising data from Leading National Advertisers.18 19

  • 2-150 Black youth market share is the proportion of all black youth (ages 12–18) smokers who smoke that brand. Market share data is from the Centers for Disease Control and Prevention's Teenage Attitudes and Practices Survey (TAPS)29 for 1990 and Teenage Attitudes and Practices Survey II (TAPS II)30 for 1994.

  • 2-151 Total pages or expenditures for advertising for the given brand(s), added for the years 1990 and 1994. All expenditures are in 1994 dollars, using a cost index for magazine advertising.33Black magazines are defined as those for which greater than 75% of youth (ages 12–17) readers are black.

  • 2-152 Black youth brands are defined as those whose black youth market share (from TAPS29 or TAPS II30) is greater than its overall market share (from the Maxwell Consumer Report31 32). Salem was defined as a black youth brand in 1989, but not in 1994. Data shown for Salem refer only to the year for which Salem was considered to be in the relevant brand category.