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Philip Morris USA 1991 CHART PRESENTATION All charts are based on editorials, opinion pieces, and letters-to-the-editor. News coverage is omitted from all charts and data reports. #06ELUM4Z

PHILIP MORRIS USA MEDIA COVERAGE 1991* Favorable 25% Neutral 9% ssEG9sE2o2 * Excluding "news" coverage

LEADING SUB-ISSUES 1991 ETS Lung Cancer/Diseases Quitting Smoking Teenagers & Smoking Nicotine Addiction Bans in Public Places Excise Taxes Workplace Bans Accommodation Restaurant Bans 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 Number of Articles 2,000 oFavorable MUnfavorable Neutral 96CGT6CZOZ

LEADING ARGUMENT CATEGORIES * 1991 ETS Lung Cancer/Diseases Restrictive Smoking Laws Privacy/Discrimination Social Costs 4sCL;sCzoz * Based on total number of messages related to each key issue category ......... ........ ................ :................................. ......... ~-----------....~.-......-...----~..............-:..-..-------.... ~ : -, : : .............................. o Pro-Industry WAnti-Industry

REGIONAL COVERAGE Reg ion V Region XII Region VI Region VII Reg ion I I I Region VIII Region IV Region II Region I Region XI Region Region I ; ......................................................... .............................. .............------.--... ...............----------------------.-------...........------------ . .... _- ~ . : : : : :............ .................... ~....-----------------...................................... --------------. --------------------------------....,. 0 ............................ ........:.................................... .... .........------------.------------------------------------*-------- -........ 200 i . _ : 5 .....................................' .........................................................................,.......................... ..........~ . ~ i , . . ................................~........................-...........t.............................. ...... T--------- .......................... ....................................~ --------~------------------------------------:....---------.......................;................. ...................: : 7 ...................................................... ................. - -; i I . ; ; : = ------------------------.... --------. ------.................---------... --- ---- 400 600 800 1000 1200 1400 Number of Articles , ............~ ....................................1.................................... ..............i ... .... . ......................................................... :....................................:.................................... : 96EGT6CZOZ ~~ FavorableM Unfavorable Neutral

LEADING STATES Volume & Favorability 1,000 900 800 700 600 500 400 300 200 100 0 CA NC NY PA FL NJ TX IL OH MO 66CLIGCZ©2 Neutral M Unfavorable Favorable

TYPE OF MEDIA 1991 Neutral 503 Unfavorable 3988 Favorable 1502 Weeklies 6 33 30 Mags 6 61 19 Trades 48 282 65 Misc. 20 135 34 El Favorable M Unfavorable Neutral ooMIsMaZ

TYPE OF PLACEMENT 1991 Editorial Opinion Letter Total Neutrai 169 270 144 583 Unfavorable 0 1,041 1,666 1,792 4,499 Favorable El 248 402 1,000 1,650 ZUUZ6EZ(1Z

Leading Favorable Sources Gov James Martin (NC) NJ Sen F McManimon New Jersey Senate Sen Jesse Helms (R-NC) NC Lt Gov Gardner ACLU CA Speaker W Brown Tobacco Institute Philip Morris USA ZpbLZ6EZ0Z

Leading Unfavorable Sources Gov Robert Casey (PA) Stanton Glantz - UCSF Walnut Creek CA CC Louis Sullivan - HHS CDC Gov James Florio (NJ) EPA EoWO&zs€zoz