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What will happen to cig market If ads geared only to adults?
If tobacco manuhicturcrs continue to lessen advertising directed toward teenagers, and if anti-smoking groups continue their campaigns, where will the cigarette makers find their market in 1973?
Dr. Emerson Day, president of the American Cancer Society's New York division, announced last week that "smoking education programs are most effective when presented to younger groups that have not firmly established their smoking habits."
In line with this statement, the society's New York division has expanded its school smoking-education program to include elementary as well as high schools.
At the same time cigarette manufacturers have, in large measure, canceled advertising schedules in college media: school newspapers.
and radio and tv stations run b\ colleges. Also, commercial copy has, at least in one instance, actually tried to discourage youthful smoking: American Tobacco's Lucky Strike cigarettes are described as "blended for adult taste" and pictured as separating "the men from the boys but not from the girls."
Society releases survey
ACS's New York branch has released a study, conducted during school cancer-education programs, which indicates that smoking-cancer education "pla^s an important role" in changing the smoking habits of regular cigarette users now in their early teens. The stud\ states:
"Programs informing students of the link between cigarette smoking
and lung cancer exerted an immediate and significant influence or their beliefs about the health haz ards of smoking."
Twenty-one per cent of the sniok ing students queried, the surve\ found, thought they would gi\'e u\ cigarette smoking entireh' afte they had attended the educatioi programs; 40% said they woulc smoke less.
Annual cigarette broadcast ad vertising expenditures are currently about $160 million, and tv expend!' tures alone make up 70% of thi tobacco advertiser's total budget Cigarette sales total about $6.8 Bil lion a year, a high surpassed annu ally by new highs. If, however, im pressionable }'oungsters are nov approached mostly by the anti smoking fraternity, how will cisjar ette sales fare 10 \ears hence?
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