Black youth readership and tobacco advertising expenditures in 36 magazines
| Magazine | % Black youth readers1-150 | Total pages of cigarette advertising, 1990 and 19941-151 | Total expenditures for cigarette advertising, 1990 and 1994 (in millions of 1994 dollars)1-151 |
| Black youth magazines1-152 | |||
| Jet | 85.8 | 120.2 | 2.7 |
| Ebony | 85.2 | 107.0 | 4.6 |
| Essence | 81.5 | 95.7 | 3.3 |
| Total, black youth magazines | 84.7 | 322.9 | 10.5 |
| Other magazines | |||
| GQ | 33.5 | 97.0 | 3.6 |
| True Story | 26.3 | 118.6 | 2.9 |
| McCalls | 26.2 | 73.2 | 7.1 |
| Better Homes and Gardens | 24.3 | 61.0 | 9.4 |
| New Woman | 23.0 | 134.7 | 4.3 |
| Life | 22.9 | 119.7 | 8.6 |
| Soap Opera Digest | 21.7 | 130.5 | 3.9 |
| Sport | 21.1 | 99.2 | 2.9 |
| Sporting News | 20.6 | 65.6 | 1.7 |
| Car and Driver | 19.7 | 112.0 | 7.0 |
| Road and Track | 19.4 | 95.5 | 4.4 |
| Vogue | 18.3 | 116.7 | 6.3 |
| Redbook | 17.9 | 95.0 | 7.6 |
| Family Circle | 17.8 | 82.9 | 9.2 |
| TV Guide | 17.5 | 200.3 | 27.3 |
| Time | 16.9 | 118.5 | 20.9 |
| Popular Science | 16.8 | 25.3 | 1.6 |
| Sports Illustrated | 16.6 | 300.9 | 47.8 |
| Woman's Day | 16.2 | 108.3 | 10.6 |
| People | 15.7 | 349.3 | 44.1 |
| Glamour | 15.6 | 151.1 | 11.1 |
| Us | 15.0 | 164.6 | 6.7 |
| Motor Trend | 14.4 | 87.6 | 3.9 |
| Newsweek | 13.6 | 75.2 | 12.8 |
| Self | 11.9 | 79.8 | 3.9 |
| Mademoiselle | 11.2 | 138.6 | 6.9 |
| Cosmopolitan | 11.1 | 181.5 | 14.9 |
| Hot Rod | 11.0 | 141.5 | 4.7 |
| Popular Mechanics | 10.4 | 67.9 | 4.5 |
| Field and Stream | 10.0 | 103.7 | 7.2 |
| Elle | 9.9 | 96.3 | 4.3 |
| Rolling Stone | 8.3 | 260.7 | 13.1 |
| Outdoor Life | 8.0 | 82.7 | 4.3 |
| Total, other magazines | 16.9 | 4135.2 | 329.6 |
| Total, all magazines | 21.9 | 4457.9 | 340.1 |
From Simmons Market Research Bureau, Inc,21-23Teenage Research Unlimited,24 Mediamark Research Inc,25 and Leading National Advertisers.18 19
↵1-150 The percentage of black youth readers is defined as the ratio of the number of black readers ages 12–17 to the number of all readers ages 12–17. Values given are the average percentage black youth readership for the years 1990 and 1994 combined.
↵1-151 Total pages or expenditures for advertising among the 12 cigarette brands in our study, added for the years 1990 and 1994. All expenditures are in 1994 dollars, using a cost index for magazine advertising.33
↵1-152 Black youth magazines are defined as those for which greater than 75% of youth (ages 12–17) readers are black.