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

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...

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Detalles Bibliográficos
Autores principales: Ganz, Ollie, Wackowski, Olivia A., Gratale, Stefanie, Chen-Sankey, Julia, Safi, Zeinab, Delnevo, Cristine D.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9739552/
https://www.ncbi.nlm.nih.gov/pubmed/36498246
http://dx.doi.org/10.3390/ijerph192316172
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author Ganz, Ollie
Wackowski, Olivia A.
Gratale, Stefanie
Chen-Sankey, Julia
Safi, Zeinab
Delnevo, Cristine D.
author_facet Ganz, Ollie
Wackowski, Olivia A.
Gratale, Stefanie
Chen-Sankey, Julia
Safi, Zeinab
Delnevo, Cristine D.
author_sort Ganz, Ollie
collection PubMed
description 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.
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spelling pubmed-97395522022-12-11 The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach Ganz, Ollie Wackowski, Olivia A. Gratale, Stefanie Chen-Sankey, Julia Safi, Zeinab Delnevo, Cristine D. Int J Environ Res Public Health Article 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. MDPI 2022-12-02 /pmc/articles/PMC9739552/ /pubmed/36498246 http://dx.doi.org/10.3390/ijerph192316172 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Ganz, Ollie
Wackowski, Olivia A.
Gratale, Stefanie
Chen-Sankey, Julia
Safi, Zeinab
Delnevo, Cristine D.
The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach
title The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach
title_full The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach
title_fullStr The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach
title_full_unstemmed The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach
title_short The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach
title_sort landscape of cigar marketing in print magazines from 2018–2021: content, expenditures, volume, placement and reach
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9739552/
https://www.ncbi.nlm.nih.gov/pubmed/36498246
http://dx.doi.org/10.3390/ijerph192316172
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