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PHILIP MORRIS, USA January 1991 - December 1991 PROFILE:REGION VIII C A R M A Page 1 COUNT %OF REG COUNT IMPs (000) %OF REG IMPs % FAVOR % UNFAV % NEUTRAL MEDIA TYPE Dailies ........................ 407 89.6 27781 97.6 23.1 67.6 9.3 Weeklies ....................... 3' 0.7 18 0.1 66.7 33.3 Magazines ...................... 2 0.4 50.0 50.0 Trades ......................... 17 3.7 337 1.2 5.9 82.4 11.8 Miscellaneous ................... 25 5.5 334 1.2 16.0 60.0 24.0 Radio ............................. 0 Television ........................ 0 Wire Services ..................... 0 Total 454 100.0 28470 100.0 22.0 67.6 10.4 TYPE OF ITEM AND POSITION % OF % OF REG IMPs REG % % % COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL Editorial ......................... 98 21.6 4571 16.1 14.3 73.5 12.2 News .............................. 0 Opinion ........................... 179 39.4; 9313 32.7 16.2 70.4 13.4 Letter ............................ 177 39.0 14586 51.2 32.2 61.6 6.2 Total 454 100.0 28470 100.0 22.0 67.6 10.4 FAIRNESS CODE Not Fairly Quoted ................. 0 Personal Conclusions .............. 0 Headlines/Photos Out of Context ... 0 % OF o O1F REG IMPs REG % % a COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL STATE ANALYSIS Arkansas ...... 119 26.2 7582 26.6 21.0 67.2 11.8 Kansas ........ .................. 59 13.0 2267 8.0 18'.6 66.1 15.3 Missouri ...... 179 39.4 13635 47.9 21.2 70.9 7.8 Nebraska ...... 68 15.0 3152 11.1 30.9 57.4 11.8 Oklahoma ...... 29 6.4 1834 6.4 17.2 75.9 6.9 Total! 454 100.0 28470 100.0 22.0 67.6 10.4 ~ G N W CD ~ UA ~ N

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VIII OUNT OF % OF REG IMPs REG COUNT (000) IMPs % FAVO Page 2 % o R UNFAV NEUTRAL ADVERTISING li Brand Promotions at Public Events 2 0.4 93 0.3' 100.0 Billboards at Sports Arenas, etc.)' 2 Eliminating Tax Deductibil'ity for 0 Advertising/Promoting Tobacco 3 General Advertising 14 3.1 1029 3.6 21.4 71.4 7.1 4 Outdoor Advertising Bans/Restrictions 1 0.2 38 0.1 100.0 100 Promotion and Tobacco Sponsored Events 4 0.9 143 0.5 50.0 25.0 25.0 Marlboro Racing, Winston Cup, etc.) 6 Tobacco Products in Films/Television 4 0.9 591 2.1 75.0 25.0 101 Tombstone Advertising or Restrictions 1 0.2 14 0.0 100.0 on Advertising 7 Total Ad Ban 1 0.2 278 1.0 100.0 Message Total 27' 1.9 (Pct. of Msgs) Category Total 27 5.9 2186 7.7 22.2 66.7 11.1 DISCRIMINATION AGAINST SMOKERS 111 Differential Insurance Rates for 4 0.9 106 0.4 25.0 75.0 Smokers/N:on-smokers 8 General Discrimination Against Smokers 30 6.6 2239 7.9 66.7 26.7 6.7 9 Smokers Denied Employment 28' 6.2 2216 7.8 42.9 46.4 10.7 10 Smokers Denied Insurance Coverage 0 Message Total 62 4.3 (Pct. of Msgs) Category Total 56 12.3 4393 15.4 55.4 35.7 8.9 FIRE HAZARD 11 Fire Cost: Financial & Human 5 1.1 592 2.1 20.0 80.0 12 Fires Ki'i l'ing People 2 0.4 323 1.1 50.0 50.0 13 Self Extinguishing 0~ Cigarettes (Fire Safe) Message Total 7 0.5 (Pct. of Msgs) Category Total 7 1.5 915 3.2 14.3 71.4 14.3 INDUSTRY ECONOMICS 19 A6Costs Up/ 0 Sales Down 94 Bootlegging/Cross-border Purchasing 1 0.2 1 0.0 100.& 1MBoycotts of tobacco companies 3 0.7 312 1.1 66.7 33.3 MBrand~Competition 2 0.4 126 0.4 50. 0 ~ 50. 0 . 95 Cigarette Theft 1 &.2' 9 0.0 100.0 21 Clove Cigarettes 0 97 CropiDiversification 0 C.J W 22 D li i ti C l S f ec ne n onsump on/ a es o Cigs. 12 2.6 •945 3.3 8.3 75.0 16.7 109'Divest'iture of Tobacco Stocks 0 ~ 98 Economic Benefits of Tobacco (jobs, tax 9 2.0 453 1.6 77.8 22.2 CA

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VIII Page 3 % OF % OF REG IMPs REG % % o COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL revenues, etc.) 1112 Effects of Tobacco Exports on U.S. Balance of Trade 0 24 Generic Cigarettes 0 25 Insurance Costs to the Employer 9 26 NewProducts 5 pack, longer length etc.) 0 96 Price Decrease 0 27 Price Increase 1 23' Tobacco Exports 3 28 Tobacco Lobby/Political Influence 35 Message Total 76 Category Total MARKETING RESTRICTIONS/IREGULATIONS 68 14 Ban on Cigarette Vending Machine Sales 11 15 Ban on Sale of Tobacco Products 3 104 Ingredients Label'.1ing 0 16 Raising Legal Age to Buy Cigarettes 1 5 Sampling Ban 23 17 Tobacco Product Sales to Minors 26 18 Warning Labels 15 Message Total 79 Category Total MEN'TIONS 63 108 Health & Human Services Secretary Louis Sullivan 11 29 Inter-Agency Council on Smoking & Healt 0 30 NY Public Health Council 0 Message Total 11 Category Total. NICHE MARKETING/TARGET MARKETING 11 102 Blacks & Advertising 2 103 Minorities & Advertising 1 125 Women &' Advertising 1 Message Total 4 Category Total PHILIP MORRIS 3 2.0 3'18 1.1 0.2 29 0.1 0.7 75 0.3 7.7 3009 10.6 5.2 (Pct. of Msgs) 15.0 4988' 17.5 2.4 541 1.9 0.7 35 0.1 0.2 278' 1.0 5.1 1183 4.2 5.7 1451 5.1 3.3 810 2.8 5.4 (Pct. of Msgs) 13.9 3350 11.8 2.4 1075 3.8 0.8 (Pct. of Msgs) 2.4 1075 3.8 0.4 316 1.1 0.2 12 0.0 0.2 12 0.0 0.3 (Pct. of Msgs)1 0.7 •328 1.2 33.3 55.6 11.1 100.0 100.0 2.9 91.4 5.7 17.6 73.5 8.8' 90.9 9.1 33.3 66.7 100.0 26.1 69.6 4.3 11.5 69.2 19.2 26.7 53.3 20.0 15.9 71.4 12.7 18.2 63.6 18.2 18.2 63.6 18.2 50.0 50.0 ~? 100.0 G 100.0 W 33.3 66.7 W ~

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VIII C A R M A Page 4 COUNT a OF % OF REG IMPs REG COUNT (000) IMPs o FAVO % a R UNFAV NEUTRAL 31 Diversification/Corporate Mergers 2 0.4 113 0.4 50.0 50.0 113 Divestment of Philip Morris Stock 0 32 Funding Scientific Research 0 33 General Corporate Coverage 6 1.3 3 404 1.4 50.0 16.7 33.3 34 Great American Smoker Campaign 0 36 PM Editorial Services Articles 2 0.4 21 0.1 50.0 50.0 35 Philip Morris Ad Campaign - "The American Smoker: An Economic Force" 0 37 Philip Morris Essay Contest 0 38 Philip Morris Magazine 7 1.5 165 0.6 71.4 28.6 39 Public & Sporting Events, Awards, etc. 12 2.6 1536 5.4 41.7 41.7 16.7 105 Smoker's Advocate Newsletter 0 40 Specific PM Brand Promotion 4 0.9 612 2.1 50.0 50.0 41 TAP (Tobacco Action Program) 0 Message Total 33 2.3 (Pct. of Msgs) Category Total 28 6.2 1964 6.9 46.4 28'.6 25.0 PRODUCT LIABILITY 42 Litigation Involving Tobacco Products 12 2.6 395 1.4 50.01 25.0 25.0 43 Nicotine Addiction (As Evidence in Product Liability Litigation) 0 44 Pesticides/Additives/Ingredients as Basis for Plaintiffs' Arguments 1 0.2 242 0.9 100.0 45 Stock Market Fluctuations (As a Result of Litigation) 0 Message Total 13 0.9 (Pct. of Msgs) Category Total RESTRICTIVE SMOKING LAWS 13 2.9 637 2.2 46.2 30.8 23.1 46 Amending Restrictive Smoking Laws 0 48 Employer Liability/Responsibility to Provide Smoke-Free Workplace 0 49 Enforcement/Non-Compliance with Smoking Laws 35 7.7 2289 8.0 17.1 71.4 11.4 50 Home/Privacy/Discrimination 19 4.2 1577 5.5 42.1 42.1 N 15.8,.,: 120 Indoor Air Quality 3 0. 7 434 1.5 100~.0 0 51: Lawmaker Immunity From No-Smoking Laws 3 0.7 241 0.8 100:.0 N 52 Oth bli P Pl CJ er u c aces 69 15.2 4890 17.2 13.0 78.3 8.7 53 Public Transportation 12 2.6 1046 3.7 41.7 58.3 ~ 54 Restaurant 28 6.2 1405 4.9 28.6 71.4 ~ 55 Schools 31 6.8 1205 4.2 16.1 801.6 cA 3.2 122 Sick Bui lding Synd'rome 0 %I N

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VIII C A R M A Page 5 COUNT % OF % OF REG IMPs REG COUNT (000) IMPs % FAVOR % U'NFAV % NEUTRAL 47 Smoker/Non-Smoker Accommodation 52 11.5 3337 11.7 28.8' 59.6 11.5 56 Smoking Restrictions in!Government Buildings (Federal/State/Municipal) 23 5.1 2943 10.3 34.8 56.5 8.7 57 Smoking Restrictions in Hospitals 21 4.6 1231 4.3 57.1 42.9 121 Ventilation 17 3.7 1647 5.8 17.6 82.4 58 Voter Initiatives/Referendums 9 2.0 520 1.8 11.1 77.8 11.1 59 Workplace 49 10.8 2990 10.5 30.6 65.3 4.1 Message Total 371 25.6 (Pct. of Msgs) Category Total SMOKING & HEALTH 220 48.5 14110 49.6 23.6 69.5 6.8 60 ACS - Great American Smoke-out 1 0.2 294 1.0 1'00.0 61 Additives/Ingredients 10 2.2 437 1.5 100.0 62 Adults'/Teachers' Setting Bad Examples 2 0.4 17 0.1 100.0 63 Anti-Smoking Education 28 6.2 1991 7.0 14.3 82.1 3.6 64 Dating & Smoking 0 65 Doctors Setting Bad Examples- smoke, own!tobacco land', stock, etc. 0 106 EPA Draft Report on ETS 5 1.1 172 0.6 20.0 80.0 66 ETS (Environmental Tobacco Smoke) 136 30.0 7482 26.3 17.6 80.1 2.2 67 Lung Cancer & Other Diseases 112 24.7 5638 19.8 8.0 89.3 2.7 69 Nicotine Addiction 58 12.8 3381 11.9 3.4 91.4 5.2 70 Pregnant Women/Unborn Children 21 4.6 1184 4.2 4.8 85.7 9.5 71 Quitting Smoking 83 18.3 5605 19.7 8.4 83.1 8.4 72 Radioactivity in Cigarettes 0 73 Regulation of Tobacco as a Drug 6 1.3 636 2.2 16.7 83.3 74 Risks of Quitting Smoking 3 0.7 69 0.2 100.0 75 Safe Cigarettes 0 76 Smokeless Tobacco & Health 14 3.1 898 3.2 14.3 85.7 77 Smoking & Blacks 1 0.2 278 1.0 100.0 78 Smoking & Children 28 6.2 2239 7.9 3.6 92.9 3.6 79 Smoking & Productivity (Absenteeism) 10 2.2 590 2.1 10.0 90.0 93 Smoking and' Minori'ties 2 0.4 43 &.2 50.0 50.0 68 Social Costs Due to Smoking 14 3.1 1394 4.9 7.1 92.9 80 Social Ramifications of Tobacco Use 27 5.9 1849 6.5 22.2 70.4 0 7.4 ~ 81 Surgeon General Koop's May 16th Report Addi ti 0 N on c oni GW 107 Varela Study 0 CD 83 Women and Smoking 19 4.2 581 2.0 10.5 84.2 0+ 5.3 1*j Message Total 580 39.9 (Pct. of Msgs) C11 Category Total 289 63.7 17630 61.9 15.6 78.5 ~ 5.9

C A R M A. PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VIII Page 6 o OF % OF REG IMPs REG % % % COUNT COUNT (000) IMP's FAVOR UNFAV NEUTRAL TAXES 84 Deficit Reduction 4 119 Diminishing Returns (,H'igher Taxes 3 Resulting in Lower Revenue)~ 85 Earmarking.for Health Care/Education 30 86 General Excise Tax Increase/Decrease 64 87 General Tax Increase 1 118 Regressivity of Excise Taxes 1 88 Use/Distribution of Revenue 15 fromiCigarette Taxes Message Total 118 Category Total 72 TOBACCO EDUCATION/HEALTH PROTECTION 99 Tobacco Education/Health Protection ACT Act 0 Kennedy Bill) Message Total 0 Category Total 0 TOBACCO LEAF 89 General Leaf Information 0 90 Import Restrictions 0 91 Price Support Programs 0 92 Subsidies to Farmers 7 Message Total 7 Category Total 7 YOUTH 115 Addiction 6 123 Decreased Consumptioniamong Youth 0 Smokers 117 Decreased Incidence of Youth Smokers 1 124 Increased Consumptioniamong Youth 0 Smokers 116 Increased Incidence of Youth Smokers 3 82 Teenagers and Smoking. 52 114 Tobacco Use as Gateway to Drugs 2 Narcotics) Message Total 64 Category Total 56 0.9 222 0.8 0.7 532 1.9 6.6 2977 10.5 14..1 4849 17.0 0.2 9 0.0 0.2 8' 0.0 3.3 1095 3.8 8.1 (Pct. of Msgs) 15.9 5399 19.0 1.5 443 1.6 0.5 (Pct. of Msgs) 1.5 443' 1.6 1.3 741 2.6 0.2 120 0.4 0.7 99 0.3 11.5 3066 10.8 0.4 137 0.5 4.4 (Pct. of Msgs) 12.3 3398 11.9 25.0 50.0 25.0 66.7 33.3 1:10.0 80.0 10.0 29.7 56.3 14.1 100.0 100.0 26.7 46.7 26.7 29.2 55.6 15.3 28.6 71.4 28.6 71.4 83.3 16.7 100.0 66.7 ?J 33.3 11.5 80.8 0 7.7 100.0 ~ W ~ 10.7 82.1 ~ 7.1 ~

C A R N A PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION VIII Page 7 a 0F % OF REG IMPs REG % a o COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL Total Regional Messages 1,452

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION VIII Page 8 % OF % OF REG IMPs REG % % % COUNT MSGS (000) IMPs FAVOR UNFAV NEUTRAL "FREE CIGARETTE" SAMPLES TO PUBLIC 1 Manufacturers adhere to strict code of 1 1.8 36 100.0 not giving free samples to people under 21. Sampling bans are unconstitutional and'violate First Amendment. Message Total'. 1 1.8 ADVERTISING 26 Cigarette advertising is designed to 1 1.8 81 100.0 induce switching among smokers. Smokers change brands at a rate of 15,000 per day. 2 Cigarette advertising is not designed to 1 1.8 278 100.0 induce people to smoke but to divide the existing market by promoting brand identification among smokers. Message Total 2 3.6 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 quality. The so-called dangers to non-smokers have not been proved. Nothing more can be added to this debate. 8 14.3 359 50.01 50.0

PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION VIII C A R M A Page 9' COUNT % OF REG MSGS % OF IMPs REG (000) IMPs a % FAVOR UNFAV % NEUTRAL Message Total 8 14.3 EXPORTING CIGARETTES 25 Cigarette exports adhere to the concept 0 of free marketing and benefit the U.S. economy. 27 Cigarette exports result in more 0 American jobs. Message Total 0 IMPORTED TOBACCO LEAF 6 Only a very small percentage of tobacco 0 used'.for cigarettes is imported. Philip Morris has a strong preference for domestic leaf. Message Total 0 LOCAL TAXES 23 Local taxes on tobacco are regressive 0 and~unfair. 7 Taxes force one group of consumers to 0 pay for services used by everyone. Message Total 0 NICOTINE ADDICTION 16 Cigarettes are not addictive. People do 0 not kill for cigarettes in a mood-altered frenzy. 22 Forty milTion peoplle have quit smokingi 1 1.8 127 100.0 ?•? without any help. N Message Total 1 1.8 W ~ . N ~ PRICE SUPPORT PROGRAMS N 28 There is no tobacco subsidy. Tobacco is 1 1.8 12 100.0 ~ 0

PHILIP MORRIS, USA J'anuary 1991 - December 1991 PR0-ARGUMENTS:REGION VIII the only crop in the U.S. to run a surplus. 8 Why single out the tobacco industry? No other major manufacturer contributes to a price support program. Fed. programs receive billions from exise taxes. Message Total PRIVACY/DISCRIMINATION' 29 Employer hiring bans on smokers are an infringement on personal privacy. Message Total PRODUCT LIABILITY: FREE CHOICE ARGUMENT 9 All cigarettes have warning labels. Individual makes own d'ecision to smoke. Message Total PRODUCT LIABILITY: NICOTINE ADDICTION 10 Cigarettes are not addictive and people make an informed autonomous choice to smoke. Message Total RESTRICTIVE SMOKING LAWS 11 Government interference with this problem is costly, ineffective & inappropriate. 21 We don't need government to tell business how to accomodate its customers. Message Total C A R M A Page 10 COUNT aOF REG MSGS %UF IMPs REG (000) IMPs a FAVOR % UNFAV % NEUTRAL 0 1 1.8 11 19.6 1092 63.6 18.2 18.2 11 19.6 7 12.5 95 42.9 28.6 28.6 7 12.5 0 0 3 5.4 331 100.0 1 1.8 5 100.0 N . N W CD 4 7. 1i ~