Readership of publications advertising menthol cigarettes from 1 June 2012 to 28 February 2013
| Target audience* | ||||
|---|---|---|---|---|
| African-Americans publication (%) | Men publication (%) | Women publication (%) | Young adults (18–24) publication (%) | |
| Print publications containing American Spirit ads (n=18 publications) | ||||
| Architectural Digest, Atlantic Monthly, Complex, Elle, Esquire, Field & Stream, Harper's Bazaar, InStyle, Interview, Lucky, Maxim, Nylon, Playboy, Popular Science, Seattle Weekly, The (Boston) Phoenix Magazine, Village Voice, Willamette Weekly | Esquire (27%) Village Voice (23%) | Field &Stream (84%) Popular Science (83%) Playboy (80%) Maxim (79%) The (Boston) Phoenix Magazine (72%) Esquire (68%) Village Voice (68%), Atlantic Monthly (64%) Willamette Weekly (61%) | Lucky (94%) Nylon (93%) Harper's Bazaar (91%) InStyle (90%) Elle (89%) | Nylon (74%) Elle (23%) Maxim (23%) Playboy (22%) The (Boston) Phoenix Magazine (20%) Interview (20%) |
| Print publications containing Newport ads (n=20 publications) | ||||
| AutoWeek, Car and Driver, Car Craft, Ebony, Entertainment Weekly, ESPN Magazine, Essence, Hot Rod, InStyle, InTouch Weekly, Jet, Maxim, National Enquirer, People, People StyleWatch, Sports Illustrated, Star, Street Rodder, Super Chevy, TV Guide, | Jet (95%) Ebony (93%) Essence (89%) TV Guide (27%) ESPN Magazine (23%) National Enquirer (22%) | Car Craft (94%) Super Chevy (93%) Street Rodder (92%) Hot Rod (91%) Car and Driver (90%) ESPN AutoWeek (89%) Sports Illustrated (80%) Magazine (79%) Maxim (79%) | People StyleWatch (97%) InStyle (90%) InTouch Weekly (85%) Essence (77%) Star (77%) People (70%) Ebony (65%) Jet (62%) National Enquirer (64%) | ESPN Magazine (26%) Maxim (23%) InTouch Weekly (20%) |
*The target audience is determined by cross-checking the readership of the print publication with US census data. If the percentage of the readership within a demographic subgroup exceeds the percentage of that subgroup within the USA by at least 10%, then the publication was set to target that demographic subgroup. 2010 US Census estimates for these groups are: African-American (13.6%), Men (49.2%), Women (50.8%) and Young Adults (9.9%).