Prevalence and correlates of direct mail receipt among New Jersey smokers

Background: While tobacco industry spending has fallen on certain traditional channels of advertising and faced growing restrictions on these (e.g., magazine advertising), tobacco companies continue to send advertisements, coupons and various gifts and promotions to smokers' homes through direct mail marketing. However, little research exists on the actual prevalence of receipt and participation in direct mail marketing, as well as on its potential impact on receivers.

Methods: This presentation will examine the prevalence and correlates of tobacco direct mail receipt among New Jersey adults utilizing the results of a 2008 statewide telephone survey monitoring tobacco use behavior, knowledge, and attitudes.

Results: Approximately 44.7% of current smokers reported receiving direct mail from a tobacco company in the last six months. Among these individuals, 10% agreed that receipt of direct mail made them less interested in quitting smoking, 29.4% agreed that it helped them to afford cigarettes, and 17.4% agreed that it made it harder for them to quit smoking when they had tried. Other factors associated with receipt of direct mail were smoking a pack or more per day (58.9%) and high level of nicotine dependency (59.4%)(i.e., smoking first cigarette within 30 minutes of waking). Those who received direct mail were less likely to feel confident that they could stop smoking for one month (26.2% versus 41.8%).

Conclusion: Data from our survey of adult smokers in New Jersey lends support to the concern that receipt of tobacco industry direct mail may facilitate continue smoking and have a negative impact on cessation.