TEENAGE EXPOSURE TO CIGARETTE ADVERTISING IN POPULAR CONSUMER MAGAZINES.

Krugman and King (2000) studied 14 magazines containing cigarette advertisements. Assuming one insertion in each of the magazines, they found that approximately 66.1% of teens would be reached by these magazines an average of 2.1 times. The current study shows that 41.4% of teens likely would see one or more of a typical cigarette brand's advertisements in these publications, and 2.7% would see three or more. Therefore, reducing cigarette advertising in these magazines would be likely to have little effect on teen smoking. [ABSTRACT FROM AUTHOR]