Table 1

Trends in cigarette promotional advertising in 36 magazines, 1980–1993

YearAdvertising expenditures, 36 magazines (US$ million)Pages of cigarette promotional advertising
All advertisingPromotional (% of total advertising)36 Magazines
n
All youth magazines1-150
n (%) 
Male-youth magazines1-151
(%)
Female-youth magazines1-151
(%)
1980115.86.9  (6.0)93.16.8  (7.3)4354
1981115.64.3 (3.7)69.114.0 (20.3)937
1982153.67.3 (4.8)94.928.5 (30.0)982
1983127.67.0 (5.5)61.123.1 (37.8)7624
1984133.911.8 (8.8)226.965.4 (28.8)5842
1985161.010.6 (6.6)166.467.2 (40.4)7624
1986141.17.5 (5.3)70.161.1 (87.2)1000
1987165.06.6 (4.0)67.767.4 (99.6)1000
1988171.23.1 (1.8)67.065.7 (98.1)1000
1989178.313.5 (7.6)126.7100.3 (79.2)1000
1990139.62.1 (1.5)46.141.1 (89.2)1000
1991131.91.7 (1.3)14.210.2 (71.8)1000
1992109.05.2 (4.8)74.374.1 (99.7)1000
1993130.92.8 (2.1)12.57.6 (60.8)6139
Total1974.590.2 (4.6)1189.9632.4 (53.1)8416
  • From Leading National Advertisers.[24]

  • 1-150 Youth magazines are defined as those whose percentage of youth readers (youth [ages 12–17 years] readers divided by total [ages ⩾12 years] readers) in a given year is greater than the overall average percentage of youth readers (for all magazines combined) in that year.

  • 1-151 Male-youth magazines are defined as youth magazines with >70% male youth readership (the number of male youth readers divided by the total number of youth readers). Female-youth magazines are defined as youth magazines with >70% female youth readership (the number of female youth readers divided by the total number of youth readers).