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02/17/98 12:52 FAX 202 225 8185
GOV REF MIN
018
Statement of Michael Siegel, MD, MPH
Assistant Professor, Boston University School of Public Health
February 17, 1998
The question of what effect cigarette advertising has on children is an important one.
In particular, this question is central to the current Congressional debate over tobacco
legislation and a possible tobacco settlement.
There are two major questions:
Does the tobacco industry specifically target youth in its cigarette marketing?
Does tobacco marketing actually cause children to start smoking?
Today, it is my pleasure to present two new studies, appearing in this week's Journal of
the American Medical Association, that go a long way toward answering each of these
questions.
Adolescent Exposure to Cigarette Advertising in Magazines
The first study, which I co-authored, is entitled "Adolescent Exposure to Cigarette
Advertising in Magazines: An Evaluation of Brand-Specific Advertising in Relation to
Youth Readership."
I would first like to acknowledge the work of my co-authors: Dr. Charles King of Harvard
Business School, and Drs. Greg Connolly and Carolyn Celebucki of the Massachusetts
Department of Public Health.
This is the first study to systematically examine the relationship between brand-specific
cigarette advertising and magazine readership
The main question we asked in this study was: "Do cigarette companies specifically target
youth in their magazine advertising?"
To answer this question, we looked at the top 39 U.S. magazines in 1994, and examined
the relationship between the presence of advertising for different cigarette brands and the
number of youth and adult readers in each magazine
We defined youth readers as those between the ages of 12 and 17. Adult readers were
those aged 18 and up.
We controlled for the total number of readers in each magazine and for the percentage of
young adult readers (ages 18-24) in each magazine.
Rather than lumping all cigarette brands together, we looked separately at what we called
youth cigarette brands and adult cigarette brands. Youth cigarette brands were those that
are popular among youth smokers Adult cigarette brands were those that are smoked
almost exclusively by adults.
1
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"ocrText": "02/17/98 12:52 FAX 202 225 8185\nGOV REF MIN\n018\nStatement of Michael Siegel, MD, MPH\nAssistant Professor, Boston University School of Public Health\nFebruary 17, 1998\nThe question of what effect cigarette advertising has on children is an important one.\nIn particular, this question is central to the current Congressional debate over tobacco\nlegislation and a possible tobacco settlement.\nThere are two major questions:\nDoes the tobacco industry specifically target youth in its cigarette marketing?\nDoes tobacco marketing actually cause children to start smoking?\nToday, it is my pleasure to present two new studies, appearing in this week's Journal of\nthe American Medical Association, that go a long way toward answering each of these\nquestions.\nAdolescent Exposure to Cigarette Advertising in Magazines\nThe first study, which I co-authored, is entitled \"Adolescent Exposure to Cigarette\nAdvertising in Magazines: An Evaluation of Brand-Specific Advertising in Relation to\nYouth Readership.\"\nI would first like to acknowledge the work of my co-authors: Dr. Charles King of Harvard\nBusiness School, and Drs. Greg Connolly and Carolyn Celebucki of the Massachusetts\nDepartment of Public Health.\nThis is the first study to systematically examine the relationship between brand-specific\ncigarette advertising and magazine readership\nThe main question we asked in this study was: \"Do cigarette companies specifically target\nyouth in their magazine advertising?\"\nTo answer this question, we looked at the top 39 U.S. magazines in 1994, and examined\nthe relationship between the presence of advertising for different cigarette brands and the\nnumber of youth and adult readers in each magazine\nWe defined youth readers as those between the ages of 12 and 17. Adult readers were\nthose aged 18 and up.\nWe controlled for the total number of readers in each magazine and for the percentage of\nyoung adult readers (ages 18-24) in each magazine.\nRather than lumping all cigarette brands together, we looked separately at what we called\nyouth cigarette brands and adult cigarette brands. Youth cigarette brands were those that\nare popular among youth smokers Adult cigarette brands were those that are smoked\nalmost exclusively by adults.\n1"
}