A study by two Boston-based researchers says that cigarette makers
have kept up a high level of spending for magazine ads targeted at
middle- and high school-age children. They followed the trends in
expenditures for advertising for 15 specific brands of cigarettes
and the exposure of young people to cigarette advertising in 38
magazines between 1995 and 2000.
Young People Are at Risk
Every day, nearly 3,000 young people take up daily
smoking.
In 2001, only 32% of high school students
participated in daily physical education classes,
compared with 42% of students in 1991.
Almost 80% of young people do not eat the
recommended five servings of fruits and vegetables
each day.
Every year, more than 870,000 adolescents become
pregnant and about 3 million become infected with a
sexually transmitted disease.
85.3% of teens never or rarely wore a bicycle
helmet
33.1% of teens have ridden with a drunk driver
19.3% of teens have seriously considered suicide
www.cdc.gov. Healthy Youth: An Investment
in Our Nation's Future
In 2000 dollars, the overall advertising expenditures for the 15
brands of cigarettes in the 38 magazines were $238.2 million in
1995, $219.3 million in 1998, $291.1 million in 1999, and $216.9
million in 2000. Expenditures for youth brands in youth-oriented
magazines were $56.4 million in 1995, $58.5 million in 1998, $67.4
million in 1999, and $59.6 million in 2000. Expenditures for adult
brands in youth-oriented magazines were $72.2 million, $82.3
million, $108.6 million, and $67.6 million, respectively. In 2000,
magazine advertisements for youth brands of cigarettes reached more
than 80 percent of young people in the United States an average of
17 times each.
Reverend John Eich is the pastor of Grace Lutheran Church in
Alma, Michigan.
