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Abstract
<p class="first" id="P2">We tracked magazine advertisements for seven tobacco products
in US
magazines from 2010 to 2014 and examined magazine readership characteristics
that are associated with advertising placement in 2014.
</p><p id="P3">Advertising data came from Kantar Media’s Intelligence and
readership data came from a 2014 Experian’s nationally representative
survey of 4,667 adult tobacco users. At magazine level, we aggregated total and
product-specific number of advertisements and expenditures by year and
calculated readership demographics. We used linear and Poisson regression models
to examine trends in number of tobacco advertisements and expenditures and
readership characteristics associated with number of tobacco advertisements in
2014. Analyses were conducted in 2015. There were 5,317 tobacco advertisements
with expenditures of $796 million that appeared in 322 magazines during
2010–2014. Cigarette advertisements accounted for 2,928 (55%),
followed by e-cigarettes (
<i>n</i> = 862, 16%), and
snus (
<i>n</i> = 534, 10%). Advertisements increased
by 2.79 ad/year for cigarettes, 1.94 ad/year for e-cigarettes, and 0.78 ad/year
for chewing tobacco (
<i>p</i> < 0.05). In 2014, number of
advertisements was associated with select readership characteristics
(
<i>p</i> < 0.05). For every 10% increase in
18–39 year-old readers, advertisement rate increased by 1.48 times for
cigarettes, 3.44 times for e-cigarettes, and 2.15 times for chewing tobacco. For
every 10% increase in readers who earn ≤$24,999,
advertisement rate increased by 1.37 times for cigarettes and 1.70 times for
e-cigarettes.
</p><p id="P4">Magazine tobacco advertising has increased especially for cigarettes
and
is targeted toward certain demographic subgroups. Regulating tobacco magazine
advertising should be integral to tobacco control policies.
</p>