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The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach

Author

Listed:
  • Ollie Ganz

    (Rutgers Center for Tobacco Studies, Rutgers Biomedical and Health Sciences, New Brunswick, NJ 08901, USA
    Department of Health Behavior, Society and Policy, Rutgers School of Public Health, Piscataway, NJ 08854, USA)

  • Olivia A. Wackowski

    (Rutgers Center for Tobacco Studies, Rutgers Biomedical and Health Sciences, New Brunswick, NJ 08901, USA
    Department of Health Behavior, Society and Policy, Rutgers School of Public Health, Piscataway, NJ 08854, USA)

  • Stefanie Gratale

    (Rutgers Center for Tobacco Studies, Rutgers Biomedical and Health Sciences, New Brunswick, NJ 08901, USA)

  • Julia Chen-Sankey

    (Rutgers Center for Tobacco Studies, Rutgers Biomedical and Health Sciences, New Brunswick, NJ 08901, USA
    Department of Health Behavior, Society and Policy, Rutgers School of Public Health, Piscataway, NJ 08854, USA)

  • Zeinab Safi

    (Rutgers Center for Tobacco Studies, Rutgers Biomedical and Health Sciences, New Brunswick, NJ 08901, USA)

  • Cristine D. Delnevo

    (Rutgers Center for Tobacco Studies, Rutgers Biomedical and Health Sciences, New Brunswick, NJ 08901, USA
    Department of Health Behavior, Society and Policy, Rutgers School of Public Health, Piscataway, NJ 08854, USA)

Abstract

Cigar consumption has increased in the U.S. over the past decade, yet gaps remain in research on cigar promotion in print magazines. This study examines ad placement, volume, ad characteristics, and associated expenditures for cigars from 2018–2021, and readership data for magazines containing cigar ads. We merged content analysis data with Kantar Media data on magazine placement and expenditures and used magazine readership data from MRI-Simmons. The only brand in print magazines was Black & Mild (B & M), a top cigar brand in the U.S. There were 30 unique B & M magazine ads and 284 occurrences (i.e., appearances in magazines), translating to $46,504,578 in expenditures. All ads featured the word “enjoy/enjoyment” and a warning label. Filtered cigars were the most featured cigar type (75%) and sweets was the most featured flavor (78%). Nearly half of the publications in which B & M were advertised in have substantial Black/African American readership and were featured in publications with disproportionate young adult and Hispanic/Latino readership. This study identified tactics used in print advertising for a top cigar brand. Future research should examine how these tactics impact consumer perceptions. Findings of cigar ads reaching vulnerable populations may inform the FDA’s efforts to reduce health disparities through regulations and public education.

Suggested Citation

  • Ollie Ganz & Olivia A. Wackowski & Stefanie Gratale & Julia Chen-Sankey & Zeinab Safi & Cristine D. Delnevo, 2022. "The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach," IJERPH, MDPI, vol. 19(23), pages 1-14, December.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:23:p:16172-:d:992314
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    References listed on IDEAS

    as
    1. Cristine D. Delnevo & Michelle Jeong & Ollie Ganz & Daniel P. Giovenco & Erin Miller Lo, 2021. "The Effect of Cigarillo Packaging Characteristics on Young Adult Perceptions and Intentions: An Experimental Study," IJERPH, MDPI, vol. 18(8), pages 1-12, April.
    2. Anderson, Stacey J & Glantz, Stanton A. Ph.D. & Ling, P M, 2005. "Emotions for sale: cigarette advertising and women's psychosocial needs," University of California at San Francisco, Center for Tobacco Control Research and Education qt3rn9k3jv, Center for Tobacco Control Research and Education, UC San Francisco.
    3. Delnevo, C.D. & Hrywna, M., 2007. ""A whole 'nother smoke" or a cigarette in disguise: How RJ Reynolds reframed the image of little cigars," American Journal of Public Health, American Public Health Association, vol. 97(8), pages 1368-1375.
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