The tobacco industry indicates that it does not advertise in magazines that reach a high percentage of young people. To avoid reaching teens, current tobacco industry practice is to use circulation data to assess the number of young people who receive a magazine. Results from the reported study demonstrate that using circulation data is not an accurate method for estimating the size of the teenage audience. The authors analyze readership data from 1998 and construct specific media schedules to examine the extent to which teenagers are reached by popular consumer magazines that contain cigarette advertising. Results reveal that tobacco marketers routinely reach a high percentage of teenagers 12–17 years of age when placing advertisements in popular consumer magazines.
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