Tobacco Documents Online

PHILIP MORRIS, USA January 1991 - December 1991 PROFILE:REGION II C A R M A Page COUNT % OF REG COUNT IMPs (000) % OF REG IMPs FAVOR UNFAV NEUTRAL MEDIA TYPE Dailies ...................... 259 65.9 94282 71.2 22.4 66.0 11.6 Weeklies ..................... 6 1.5 181 0.1 66.7 33.3 Magazines .................... 29 7.4 31312 23.7 20.7 69.0 10.3 Trades ....................... 96 24.4 6568 5.0 28.1 50.0 21.9 Miscellaneous ................ 3 0.8 31 0.0 100.0 Radio ........................ 0 Television ................... 0 Wire Services ................ 0 Total 393 100.0 132374 100.0 24.2 62.1 13.7 OF %OF REG IMPs REG % % % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL TYPE OF ITEM AND POSITION Editorial ......................... 67 17.0 16838 12.7 11.9 83.6 4.5 News .............................. 0 Opinion ........................... 212 53.9 73327 55.4 22.6 56.1 21.2 Letter ............................ 114 29.0 42208 31.9 34.2 60.5 5.3 Total 393 100.0 132374 100.0 24.2 62.1 13.7 FAIRNESS CODE Not Fairly Quoted ................. 0 Personal Conclusions .............. 0 Headlines/Photos Out of Context ... 0 %©F %OF COUNT REG COUNT IMPs (000) REG IMPs FAVOR UNFAV NEUTRAL STATE ANALYSIS New York .......................... 3:93 100.0 132374 100.0 24.2 62.1 13.7 Total 393 100.0 132374 100.0 24.2 62.1 13.7

CARMA PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION II Page 2 k OF REG IMPs % OF REG % k % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL ADVERTISING 1 Brand Promotions at Public Events 6 1.5 1102 0.8 66.7 33.3 Billboards at Sports Arenas, etc.) 2 Eliminating Tax Deductibility for 0 Advertising/Promoting Tobacco 3 General Advertising 49 12.5 20087 15.2 10.2 73.5 16.3 4 Outdoor Advertising Bans/Restrictions 19 4.8 3844 2.9 26.3 47.4 26.3 100 Promotion and Tobacco Sponsored Events 17 4.3 11761 8.9 35.3 52.9 11.8 Marlboro Racing, Winston Cup, etc.) 6 Tobacco Products in Films/Television 11 2.8 2996 2.3 27.3 63.6 9.1 101 Tombstone Advertising or Restrictions 2 0.5 381 0.3 50.0 50.0 on Advertising 7 Total Ad Ban 8 2.0 3491 2.6 37.5 62.5 Message Total 112 8.5 (Pct. of Msgs) Category Total 94 23.9 36840 27.8 23.4 601.6 16.0 DISCRIMINATION AGAINST SMOKERS 111 Differential Insurance Rates for 9 2.3 5954 4.5 22.2 66.7 11.1 Smokers/Non-smokers 8 General Discrimination Against Smokers 13 3.3 2645 2.0 61.5 30~.8 7.7 9 Smokers Denied Employment 14 3.6 8409 6.4 42.9 42.9 14.3 10 Smokers Denied Insurance Coverage 0 Message Total 36 2.7 (Pct. of Msgs) Category Total 30 7.6 12224 9.2 46.7 43.3 10.0 FIRE HAZARD 11 Fire Cost: Financial & Human 2 01.5 134 01.1 100.0 12 Fires Killing People 1 01.3 5 01.0 100.01 13 Self Extinguishing 1 01.3 38 01.0 100.01 Cigarettes (Fire Safe) Message Total 4 01.3 (Pct. of Msgs) Category Total 3 01.8 172 01.1 100.01 INDUSTRY ECONOMICS 19 Ad Costs Up/ 01.8 323 0.2 66.7 33.3 ~ Sales Down 94 Bootlegging/Cross-border Purchasing 4 1.0 279 0.2 50.01 50.0 ~ 110 Boycotts of tobacco companies 9 2.3 2681 2.0 33.3 55.61 11.1 w 20 Brand Competition 5 1.3 1240 0.9 40.0 60.0 ca 95 Cigarette Theft - 0! ph 21 Clove Cigarettes 0 ~ 97 Crop Diversif ication 2 0.5 367 0.3 50.0 50.0 22 Decline in Consumption/Sales of Cilgs. 16 4.1 5746 4.3 31.3 43.8 2 5 . 0 ~ 109 Divestiture of Tobacco Stocks 4 1.0 1982 1.5 100.0 ~ 98 Economic Benefits of Tobacco (jobs, tax 15 3.8 5457 4.1 53.3 46.7

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION II CARMA. Page 3 COUNT % OF % OF REG IMPs REG % COUNT (000) IMPs FAVOR % UNFAV % NEUTRAL revenues, etc.) 112 Effects of Tobacco Exports on U.S. 1 0.3 19 0.0 100.0 Balance of Trade 24 Generic Cigarettes 6 1.5 1635 1.2 33.3 66.7 25 Insurance Costs to the Employer 9 2.3 4714 3'.6 33.3 66.7 26 New Products 5 1.3 4239 3.2 20.0 80.0 5 pack, longer leng0etc.) 96 Price Decrease 1 0.3 1149' 0.9 100.0 27 Price Increase 9 2.3 1596 1.2 44.4 22.2 33.3 23 Tobacco Exports 11 2.8 2903 2.2 45.5 36.4 18.2 28 Tobacco Lobby/Political Influence 10 2.51 1645 1.2 10.0 70.0 20.0 Message Total 110 8.3 (Pct. of Msgs) Category Total 76 19.3 25647 19.4 34.2 44.7 21.1 MARKETING RESTRICTION'S/REGULATIONS 14 Ban on Cigarette Vending Machine Sales 46 11.7 5448 4.1 10.9 76.1 13.0 15 Ban on Sale of TobaccolProducts 7 1.8 1208 0.914.3 71.4 14.3 104 Ingredients Labelling 0 16 Raising Legal Age to Buy Cigarettes 2 0.53002 2.3 50.0 50.0 5 Sampl'ing Ban 11 2.8 1611 1.2 18.2 72.7 9.1 17 Tobacco Product Sales to Minors 37 9.4 7765 5.9 10.8 75.7 13.5 18 Warning Labels 39 9.9 17651 13.3 35.9 53.8 10.3 Message Total 142 10.7 (Pct. of Msgs) Category Total 99 25.2 28826 21.8 24.2 63.6 12.1 MENTIONS 108 Health & Human Services Secretary 13 3.3 3541 2.7 23.1 76.9 Louis Sullivan 29 Inter-Agency Council oniSmoking & Healt 0 30 NY Public Health Council 0 Message Total 13 1.0 (Pct. of Msgs) Category Total 13 3.3 3541 2.7 23.1 76.9 NICHE MARKETING/TARGET MARKETING ~ 102 Blacks & Advertising 2 0.5 806 0.6 50.0 50.00 103 Minorities & Advertising 7 1.8 396 0.3 71.4 28.6 N 125 Women & Advertising - 4 1.0 168 0.1 100.0 (,3 ~ Message Total 13 1.0 (Pct. of Msgs) Category Total 10 2.5 1263 1.0 10.0 60.0 30.0 ~ PHILIP MORRIS

CARMA PHILIP MORRIS, USA January 1991 - December 1991 Page 4 ISSUES:REGION II COUNT ~OF REG IMPs COUNT (000) % OF REG IMPs % FAVOR % UNFAV NEUTRAL 31 Di, versification/Corporate Mergers 1 0!.3 100.0 113 Divestment of Philip Morris Stock 1 0.3 1935 1.5 100.0 32 Funding Scientific Research 2 0.5 107 0.1 50.0 50.0 33 General, Corporate Coverage 16 4.1 3584 2.7 31.3 18.8 50.0 34 Great American Smoker Campaign 0 36 PM Editorial Services Articles 0 35 Philip Morris Ad Campaign - "The American Smoker: An Economic Force" 0 37 PhiliplMorris Essay Contest 0 38 Philip Morris Magazine 4 1.01 87 0.1 75.0 25.0 39 Public & Sporting Events, Awards, etc. 5 13 6853 5.2 60.0 20.0 20.0 105 Smoker's Advocate Newsletter 0 40 Specific PM Brand Promotion 8 2.0 3224 2.4 25.0 37.5 37.5 41 TAP (Tobacco Action Program) 0 Message Total 37 2.8 (Pct. of Msgs) Category Total PRODUCT LIABILITY 35 8.9 15753 11.9 40.0 25.7 34.3 42 Litigation Involvin Tobacco Products 24 6.1 12077 9.1 50.0 29.2 20.8 43 Nicotine Addiction ?As Evidence in Product Liability Litigation) 0 44 Pesti'lcides/Additi'ves/Ingredients as ' 0 Arguments Basis for Plaintiffs 45 Stock Market Fluctuations (As a Result of Litigation) 0 Message Total 24 1.8 (Pct. of Msgs) Category Total RESTRICTIVE SMOKING LAWS, 24 6.1 12077 9.1 50.0 29.2 20.8 46 Amending Restrictive Smoking Laws 1 0.3 88 0.1 100.0 48 Employer Liability/Responsibility to Provide Smoke-Free Workplace 0 49 Enforcement/Non-Compliance with Smoking Laws 19 4.8 4788 3.6 5.3 78.9 15.8 50 Home/Pri,vacy/Discriminati'on 12' 3.1 7279 5.5 501.0 33.3 16.7 120 Indoor Air Quality 1 0.3 16 0.0 100.0 51 Lawmaker Immunity From No-Smoking Laws 0 52 Other Public Places 15 3.8 3572 2.7 26.7 60.0 13.3 53 Public Transportation 10 2.5 4036 3.0 201.0 70.01 10.0 54 Restaurant 15 3.8 6664 5.0 13.3 73.3 13.3' 55 Schools 13 3.3 4962 3.7 7.7 92.3 122 Sick Building Syndrome 1 0.3 16 0.0 100.01

CARMA PHILIP MORRIS, USA January 1991 - December 1991 Page 5 ISSUES:REGION II ~C OF REG IMPs % OF REG k ~ k COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL 47 Smoker/Non-Smoker Accommodation 21 5.3 4966 3.8 33.3 57.1 9.5 56 Smoking Restrictions in Government Buildings (Federal/State/Municipal) 10 2.5 1180 0.9 20.0 80.0 57 Smoking Restrictions in Hospitals 10 2.5 6085 4.6 10.0 80.0 10.0 121 Ventilation 5 1.3 182 0.1 20.0 80.0 58 Voter Initiatives/Referendums 0 59 Workplace 29 7.4 11158 8.4 24.1 62.1 13.8 Message Total 162 12.3 (Pct. of Msgs) Category Total SMOKING & HEALTH 98 24.9 34539 26.1 19.4 69.4 11.2 60 ACS - Great American Smoke-out 2 0.5 214 0.2 100.0 61 Additives/Ingredients 8 2.0 755 0.6 12.5 87.5 62 Adults'/Teachers' SettinglBad Examples 7 1.8 2606 2.0 85.7 14.3 63 Anti-Smoking Education 29 7.4 6760 5.1 17.2 69.0 13.8 64 Dating & Smoking 2 0.5 639 0.5 50.0 50.0 65 Doctors Setting Bad Examples- smoke, own tobacco land, stock, etc. 0 106 EPA Draft Report on ETS 3 0.8 136 0.1 33.3 66.7 66 ETS (Environmental Tobacco Smoke) 78 19.8 22200 16.8 11.5 85.9 2.6 67 Lung Cancer & Other Diseases 126 32.1 43785 33.1 7.1 88.9 4.0 69 Nicotine Addiction 61 15.5' 24448 18.5 6.6 90.2 3.3 70 Pregnant Women/Unborn Children 14 3.6 2830 2.1 100.0 71 Quitting Smoking 69' 17.6 34623 26.2 101.1 82.6 7.2 72'Radioactivity in Cigarettes 0 73 Regulation of Tobacco as a Drug 7 1.8 2528 1.9 85.7 14.3 74 Risks of Quitting Smoking 10 2.5 4309 3.3 90.0 101.0 75 Safe Cigarettes 0 76 Smokeless Tobacco & Health 4 1.0 2246 1.7 100.0 77 Smoking & Blacks 4 1.0 7598 5.7 25.0 75.0 78 Smoking & Children 31 7.9 8872 6.7 3.2 96.8 79 Smoking & Productivity (Absenteeism) 3 0.8 1972 1.5 100.0 93 Smoking and Minorities 2 0.5 816 0.6 50.0 50.0 N 68 Social' Costs Due to Smoking 21 5.3 9433 7.1 4.8 90.5 4..8 O 80 Social Ramifications of Tobacco Use 22 5.6 6008 4.5 18.2 77.3 4.5 N 811 Surgeon General Koop's May 16th Report 1 0.3 556 0.4 100.0 Cr~ on Addiction ~ 107 Varela Study 0 83 Women and Smoking 23 5.9 8457 6.4 4.3 95.7 ~ ~ Message Total 527 39.9 (Pct. of Msgs) U1 Category Total 259 65.9 94604 71.5 12.7 81.1 6.2 0

PHILIP KORRIS, USA January 1991 - December 1991 ISSUES:REGION II CARMA Page 6 COUNT ~ OF REG IMPs COUNT (000) k OF REG IMPs FAVOR UNFAV NEUTRAL TAXES 84 Deficit Reduction 1 0.3 2 0.0 100.0 119 Diminishing Returns (Higher Taxes 0 Resulting in Lower Revenue) 85 Earmarking for Health Care/Ed'ucation 1 0.3 24 0.0 100.0 86 General Excise Tax Increase/Decrease 30 7.6 5802 4.4 56.7 26.7 16.7 87 General Tax Increase 0 118 Regressivity of Excise Taxes 1 0.3 200 0.2 100.0 88 Use/Distri~bution of Revenue 4 1.0 2259 1.7 25.0 75.0 from Cigarette Taxes Message Total 37 2.8 (Pct. of Msgs) Category Total 30 7.6 5802 4.4 56.7 26.7 16.7 TOBACCO EDUCATION/HEALTH PROTECTION ACT 99 Tobacco Education/Health Protection Act 2 0.5 23 0.0 50.0 50.0 Kennedy Bill) Message Total 2 0.2 (Pct. of Msgs) Category Total 2 0.5 23 0.0 50.0 50.0 TOBACCO LEAF 89 General Leaf Information 0 90 Import Restrictions 0 91 Price Support Programs 0 92 Subsidies to Farmers 6 1.5 554 0.4 100.0 Message Total 6 0.5 (Pct. of Msgs) Category Total 6 1.5 554 0.4 100.0 YOUTH 115 Addiction 18 4.6 3876 2.9 100.0 123 Decreased Consumption among Youth 0 Smokers 117 Decreased Incidence of Youth Smokers 0 124 Increased Consumption among Youth 1 0.3 74 0.1 100.0 Smokers 116 Increased Incidence of Youth Smokers 8 2.0 4586 3.5 100.0 82 Teenagers and Smoking 67 17.0 19209 14.5 10.4 82.1 7.5 114 Tobacco Use as Gateway to. Drugs 3 0.8 233 0.2 100.0 Narcotics) Message Total 97 7.3 (Pct. of Msgs) Category Total 73 18.6 21260 16.1 9.6 83.6 6.8

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 Page 7 ISSUES:REGION. II %OF %OF REG IMPs REG COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL Total Regional Messages 1,322

CARMA. PHILIP MURRIS, USA January 1991 - December 199'1 PRD-ARGUMENTS:REGION II Page 8 % OF % 0F REG IMPs REG % % % COUNT NSGS (000) IMPs FAVOR UNFAV NEUTRAL "FREE CIGARETTE" SAMPLES T0PUBLIC 1 Manufacturers ad'here to strict code of 0 not giving free samples to people under 21. Sampling bans are unconstitutional and violate First Amendment. Message Total 0 ADVERTISING 26 Cigarette advertising i.s desi~gned to 1 2.6 induce switching among smokers. Smokers change brands at a rate of 15,000 per day. 2 Cigarette advertising iis not designed to 1 .6 induce people to smoke but to divide the existing market by promoting brand identification among smokers. Message Total 2 .3 CIGARETTE INGREDIENTS 4 Exact recipe is protected information. 0 A list of commonly used ingredients has been made available to the FTC by all manufacturers. Message Total 0 CIGARETTES AND FIRES 5 The answer to the problem is 0 fire-prevention education, not a federally mandated standard for a self-extinguishing cigarette. Message Total! 0 ENVIRONMENTAL TOBACCO SMOKE (ETS) 3 ETS is one element of indoor air 8 21.1 61 100.0 19 100.0 ~ ~ 2027 75.0 12.5 12.5 ~ quality. The so-called dangers to non-smokers have not been proved. . ~ Nothing more can be added to this debate.

CARNA PHILIP MORRIS, USA January 1991 - December 1991 Page 9' PR0-ARGUMENTS:REGION II COUNT ~ OF k OF REG IMPs REG MSGS (000) IMPs FAVOR UNFAV NEUTRAL Message Total 8 21.1 EXPORTING CIGARETTES 25 Cigarette exports adhere to the conc of free marketing and benefit the U. economy.. 27 Cigarette exports result in more American jobs. Message Total ept 0 S. 0 IMPORTED TOBACCO LEAF 6 Only a very small percentage of toba used for cigarettes is imported. Phi Morris has a strong preference for domestic leaf. Message Total cco 0 lip 0 LOCAL TAXES 23 Local taxes on tobacco are regressiv e 0 and unfair. 7 Taxes force one group of consumers t o 0 pay for services used' by everyone. Message Total 0 NICOTINE ADDICTION 16 Cigarettes are not addictive. People not kill for cigarettes in a mood-altered frenzy. do 0 N 22 Forty million people have quit smoki ng 0 O N without any help. ~ Message Total 0 r ~ PRICE SUPPORT PROGRAMS (A 28 There is no tobacco subsidy. Tobacco is 0 4pb

CARMA. PHILIP MORRIS, USA January 1991 - December 1991 Page 10 PRO-ARGUMENTS:REGION II COUNT k OF REG MSGS : OF IMPs REG (000) IMPs FAVOR UNFAV NEUTRAL the only crop in the U.S. to run a surplus. 8 Why si ngle out the tobacco industry? No 0 other major manufacturer contributes to a price support program. Fed. programs receive billions from exise taxes. Message Total 0 PRIVACY/DISCRIMINATION 29 Employer hilring bans on smokers are an 6 15.8 2682 83.3 16.7 infringement on personal privacy. Message Total 6 15.8 PRODUCT LIABILITY: FREE CHOICE ARGUMENT 9 All cigarettes have warning labels. 10 26.3 3720 70.0 10.0 20.0 Individual makes own decision to smoke. Message Total 10 26.3 PRODUCT LIABILITY: NICOTINE ADDICTION 10 Cigarettes are not addictive and people 0 make an informed autonomous choice to smoke. Message Total 0 RESTRICTIVE SMOKING LAWS, 11 Government interference with this 3 7.9 2037 33.3 33.3 33.3 problem is costly, ineffective & inappropriate. 21 We don't need government to tell 0 business how to accomodate its customers. Message Total 3 7.9