HOME HELP FEEDBACK SUBSCRIPTIONS ARCHIVE SEARCH TABLE OF CONTENTS		QUICK SEARCH:   [advanced] Author: Keyword(s): Year:  Vol:  Page:

This Article Figures Only Full Text Full Text (PDF) All Versions of this Article: AJPH.2006.092775v1 AJPH.2006.092775v2 98/3/543    most recent Submit a response Purchase Article View Shopping Cart Alert me when this article is cited Alert me when eLetters are posted Alert me if a correction is posted Services Similar articles in this journal Similar articles in PubMed Alert me to new issues of the journal Download to citation manager Citing Articles Citing Articles via Google Scholar Google Scholar Articles by Morrison, M. A. Articles by Park, P. Search for Related Content PubMed PubMed Citation Articles by Morrison, M. A. Articles by Park, P. Related Collections Other Child and Adolescent Health Other Tobacco

Margaret A. Morrison, PhD, Dean M. Krugman, PhD and Pumsoon Park, PhD

Margaret A. Morrison is with the School of Advertising and Public Relations, College of Communication and Information, University of Tennessee, Knoxville. Dean M. Krugman is with the Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, Athens, Ga, and the Southern Center for Health Communication and Poverty, University of Georgia, Athens. Pumsoon Park is with the School of Advertising and Public Relations, Hongik University, Seoul, South Korea.

Correspondence: Requests for reprints should be sent to Margaret A. Morrison, PhD, School of Advertising and Public Relations, 476 Communication, University of Tennessee, Knoxville, TN 37996-0343 (e-mail: mmorris3{at}utk.edu).

Objectives. In light of the Smokeless Tobacco Master Settlement Agreement (STMSA) and the fact that smokeless tobacco advertising has received little attention, we examined industry data to assess smokeless tobacco advertising in popular magazines. Of particular interest was the level of advertising in magazines with high youth readership and the amount of reach and frequency that was generated among readers aged 12 to 17 years.

Methods. We used readership data from Mediamark Research Inc, advertising expenditure data from TNS Media Intelligence, and Adplus, a media planning program from Telmar to document the composition of adult and youth readership of magazines in which smokeless tobacco products were advertised, industry expenditures on advertising, and adolescents’ exposure to smokeless tobacco advertising.

Results. The STMSA appears to have had a limited effect on the advertising of smokeless tobacco products to youth; both before and after the agreement, smokeless tobacco companies advertised in magazines with high adolescent readership.

Conclusions. Popular magazines with smokeless tobacco advertising reach a large number of adolescents through a combination of both youth-oriented and adult magazines. These exposure levels have generally increased since the STMSA.