Brand-specific cigarette advertising in magazines in relation to youth and young adult readership, 1986-1994.

This study investigated whether cigarette brands popular among youths are preferentially advertised in magazines with high youth readerships. Using a probit regression model of 1986-1994 data, we estimated the effect of the percentage of youth (ages 12-17) readers in a magazine on the probability of a cigarette brand advertising in that magazine and compared these effects for youth cigarette brands (those smoked by more than 2.5% of 10-15-year-old smokers) and adult cigarette brands. We controlled for the percentages of young adult (ages 18-24), female, black, and Hispanic readers. Holding all other variables constant at their sample means, the probability of an adult brand advertising in a magazine decreased from 0.76 (95% confidence interval [CI], 0.67-0.85) at a youth readership level of 2% (the lowest level of percentage youth readership in the sample magazines) to 0.46 (95% CI, 0.29-0.64) at a youth readership level of 47% (the highest level in the sample magazines). In contrast, the probability of a youth brand advertising in a magazine increased from 0.63 (95% CI, 0.51-0.75) at a youth readership level of 2% to 0.84 (95% CI, 0.72-0.96) at a youth readership level of 47%. It was concluded that, over nearly a decade, cigarette brands popular among youths were more likely than adult brands to advertise in magazines with high youth readerships.