4012.0: Tuesday, November 14, 2000 - Board 7

Abstract #6798

Tobacco promotions in the alternative press, a comparative analysis

Edward Sepe, BS and Stanton Glantz, PhD. Institute for Health Policy Studies, UC San Francisco, 3333 California St. Suite 265, Box 0936 Laurel Heights, San Francisco, CA 94143-0936, 415-476-8276, esepe@socrates.berkeley.edu

Objectives: Determine the growth of tobacco promotions in the alternative press in San Francisco and Philadelphia from 1994-1999. Characterize the types of promotions used by the industry in this media. Contrast any geographical differences in these promotions in order to determine whether state level anti-tobacco policies affect these promotions. Background. During the 1990's, bars and nightclubs have become important promotional venues for tobacco. The alternative press, which has become increasingly popular during this same time period, is the media of choice for this new promotional strategy. Faced with tighter marketing restrictions, the industry has begun to exploit bars as their last promotional venue. This new marketing focus capitalizes on strong social norms associated with bars, notably, the association between alcohol consumption and smoking. In addition, it exploits an "age-restricted" venue to overcome the politically hot problem of marketing that appears to target minors. Methods. 15 randomly selected issues were analyzed for each calendar year from 1994 to 1999 from the San Francisco Bay Guardian and the Philadelphia City Paper. Each ad was classified into four main categories: Product Ad, Bar/Club Promotion, Event Promotion, and Paraphernalia. Each of these categories was analyzed according to various descriptive parameters. Results. Analysis showed a substantial increase the number of tobacco advertisements over the five-year period in both publications, and across all categories of advertisement. Conclusions. The tobacco industry has primarily utilized the alternative press to promote cigarette smoking in bars and clubs. This new marketing strategy may have serious implications for smoking trends in young adults.

Learning Objectives: Recognize the changes in tobacco promotions during the 1990's. Describe specific strategies behind these new promotions. Recognize the role of young adulthood in this new strategy

Keywords: Tobacco,

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

The 128th Annual Meeting of APHA