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PHILIP MORRIS, USA January 1991 - December 1991 PROFILE:REGION X C A R M A Page 1 COUNT aOF REG COUNT IMPs (000) %OF REG IMPs % FAVOR % UNFAV a NEUTRAL MEDIA TYPE Dailies ........................... 332 95.7 31027 99.2' 25.0 66.0 9.01 Weeklies .......................... 0 Magazines ......................... 2 01.6 100.0 Trades ............................ 6 1.7 137 0.4 16.7 83.3 Miscellaneous ..................... 7 2.0 122 0.4 100.0 Radio ............................. 0 Television ........................ 0 Wire Services ..................... 0 Total 347 100.0 31285 100.0 24.2 67.1 8.6 0 % OF % OF % REG IMPs REG % o 0 COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL TYPE OF ITEM AND POSITION Editorial ......................... News .............................. Opinion ........................... Letter ............................ Total FAIRNESS CODE Not Fairly Quoted ................. Personal Conclusions .............. Headlines/Photos Out of Context ... STATE ANALYSIS Arizona ........................... Colorado .......................... North Dakota ...................... New Mexico ........................ Nevada ............................. South Dakota ...................... Wyoming ........................... Total 87 25.1 6388 20.4 20.7 69'.0 10.3 0 110 31'.7 8817 28.2 11.8 75.5 12.7 150 43.2 16081 51.4 35.3 6&.0 4.7 347 100.0 31285 100.0 24.2 67.1 8.6 0 0 0 a OF % OF REG IMPs REG % % a COUNT COUNT (000) IMPs FAVO R UNFAV NEUTRAL 171 49.3 13157 42.1 24.0 66.1 9.9 95 27.4 15534 49.7 25.3 69.5 5.3 16 4.6 298 1.0 31.3 68.8 34 9.8 1235 3.9 11.8 76.5 11.8 9 2.6 583 1.9 44.4 33.3 22.2 14 4.0 271 0.9 21.4 71.4 7.1 8 2.3 208 0.7 37.5 50A 12.5 347 100.0 31285 100.0 24.2 67.1 &11 G 8.6 N C.~ Cd . N ~ ~

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION X Page 2 COUNT % OF REG IMPs COUNT (000) a OF REG IMPs FAVOR UNFAV NEUTRAL ADVERTISING l Brand Promotions at Public Events 1 0.3 44 0.1 100.0 Billboards at Sports Arenas, etc.) 2 Eliminating,Tax Deductibility for 0 Advertising/Promoting Tobacco 3 General Advertising 20 5.8 2346 7.5 20.0 80.0 4 Outdoor Adverti~sing Bans/Restrictions 4 1.2 158 0.5 25.0 75.0 100 Promotion and Tobacco Sponsored Events 6 1.7 1068 3.4 100.0 Marlboro Racing, Winston Cup, etc.) 6 Tobacco Products in Films/Television, 6 1.7 129 0.4 100.0 101 Tombstone Advertising or Restrictions 0 on Advertising 7 Total Ad Ban 1 0.3 3 0.0 100.0 Message Total 38 3.1 (Pct. of Msgs) Category Total 3'2' 9.2 3194 10.2 15.6 84.4. DISCRIMINATION' AGAINST SMOKERS ill Differenti'al Insurance Rates for 3' 0.9 187 0.6 33.3 66.7 Smokers/Non-smokers 8 General Diiscrimination Against Smokers 20 5.8 1397 4.5 60.0 40.0 9 Smokers Denied Employment 9 2.6 1047 3.3 88.9 11.1 10 Smokers Denied Insurance Coverage 0 Message Total 32 2.6 (Pct. of Msgs) Category Total 31 8.9 2524 8.1 64.5 35.5 FIRE HAZARD 11 Fire Cost: Financial & Human 0 12 Fires Killing People 3 0.9 77 0.2 100.0 13 Self Extinguishing 0 Ci tt ir f S gare es (F e a e) Message Total 3' 0.2 (Pct. of Msgs) Category Totall 3 0.9 77 0.2 100.0 INDUSTRY ECONOMICS 19 Ad Costs Up/ 0 Sales Downi 94 Bootlegging/Cross-border Purchasing: 3 0.9 53 0.2 100.0 h? 110 Boycotts of tobacco companies 0 0 20 Brand Competition 95 Cigarette Theft 0 21 Clove Cigarettes 0 CC 97 Crop Diversification 0 N 22 Decline iniConsumption/Sales of Cigs. 4 1.2 126 0.4 100.0 ~ 1',09 Divestiture of Tobacco Stocks 0 98 Economic Benefits of Tobacco (jobs, tax 7 2.0 567 1.8 57.1 42.9 y

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION X C A R M A Page 3 COUNT o OF REG IMPs COUNT (000) % OF REG IMPs % FAVOR % UNFAV % NEUTRAL revenues, etc.) 112 Effects of Tobacco Exports on U.S. Balance of Trade 0 24 Generic Cigarettes 0 25 Insurance Costs to the Employer 4 1.2 670 2'.1 25.0 75.0 26 New Products 5 pack, longer length etc.) 1 0.3 38 01.1 100.0 96 Price Decrease 0 27 Price Increase 1 0.3 5 0'.0 100.0 23 Tobacco Exports 6 1.7 243 0.8' 100.0 28 Tobacco Lobby/Political Influence 14 4.0 1588 5.1 7.1 78.6 14.3 Message Total 40 3.3'(Pct. of Msgs) Category Total MARKETING RESTRICTIONS/REGULATIONS 35 10.1 3082 9.8 141..3 80.0 5.7 14 Ban omCigarette Vending Machine Sales 17 4.9 1081 3.5 5.9 76.5 17.6 15 Ban on Sale of Tobacco Products 4 1.2 435 1.4 25.0 75.0 104 Ingredients Labelling 0 16 Raising~Legall Age to Buy Cigarettes 2 0.6 324 1.0 100.0 5 Sampling Ban 0 17 Tobacco Product Sales to Minors 24 6.9 2195 7.0 8.3 70.8 20.8 18 Warning Labels 33 9.5 2537 8.1 21.2 66.7 12.1 Message Total 80 6.6 (Pct. of Msgs) Category Total MENTIONS 64 18.4 5413 17.3 17.2 67.2 15.6 108 Health & Human Services Secretary Louis Sullivan 10 2.9 701 2.2' 100.0 29 Inter-Agency Council on Smoking & Healt 0 30 NY Public Health Council 0 Message Total 10 0.8 (Pct. of Msgs). Category Total 10 2.9 701 2.2 100.0 NICHE MARKETING/TARGET MARKETING I~? 102 Blacks & Advertising 3 0.9 76 0.2 100.0 N 103 Minorities & Advertising 125 Women & Advertising 3 0 0.9 135 0.4 100.0 w ~ Message Total 6 0.5 (Pct. of Msgs)i ~ Category Total 4 1.2 •173 0.6 100.0 ~ PHILIP MORRIS ~

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION X C A R M A Page 4 COUNT a OF % OF REG IMPs REG COUNT (000) IMPs % FAVO % R UNFAV % NEUTRAL 31 Diversification/Corporate Mergers 2 0.6 370 1.2 50.0 50.01 113 Divestment of Philip Morris Stock 0 32 Funding Scientific Research 1 0.3 6 0.0 100.01 33 General Corporate Coverage 12 3.5 594 1.9 25.0 41.7 33'.3 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 Philip Morris Essay Contest 1 0.3 97 0.3 100.0 38 Philip Morris Magazine 2 0.6 333 1.1 50.0 50.0 39 Public & Sporting Events, Awards, etc. 13 3.7 1323 4.2 7.7 61.5 30.8' 105 Smoker"s Advocate Newsletter 1 0.3 327' 1.0 100.0 40 Specific PM Brand Promotion 5 1.4 608 1.9 80.0 20.0 41 TAP' (Tobacco Action Program) 0 Message Total 37 3.0 (Pct. of Msgs) Category Total 28 8.1 2822 9.0 14.3 64.3 21.4 PRODUCT LIABILITY 42 Litigation Involving Tobacco Products 23 6.6 1383 4.4 30.4 47.8 21.7 43 N'icotine Addiction (As Evidence in Product Liability Litigation) 1 0.3 10 0.0 100.0 44 Pesticid'es/Additives/Ingredients as Basis for Plaintiffs' Arguments 0 45 Stock Market Fluctuations (As a Result of Litigation) 0 Message Total 24 2.0 (Pct. of Msgs) Category Total RESTRICTIVE SMOKING LAWS 23 6.6 1383 4.4 30.4 47.8 21.7 4!6 Amending Restrictive 1 0.3 11 0.0 100.0 Smoking Laws 48 Employer Liability/Responsibility to Provide Smoke-Free Workplace 2 0.6 11 0.0 100.0 49 Enforcement/Non-Compliance with Smoking Laws 23 6.6 3071 9.8 17.4 73.9 8.7 50 Home/Privacy/Discrimination 10 2.9 1281 4.1 90.0 10.0 ~~ 120 Indoor Air Quality 2 0.6 238' 0.8 50.0 50.0 ~ 51 Lawmaker Immunity From No-Smoking Laws 4 1.2 430 1. 4 100.0 N 52 Other Public Places 51 14.7 6540 20.9 31.4 66.7 ~ 2.0 53 Public Transportation 15 4.3 2332 7.5 20.0 73.3 ~ 6.7 54 Restaurant 26 7.5 2050 6.6 19.2 73.1 ~ 7.7 55 Schools 37 10.7 1462 4.7 32.4 59.5 ~ 8.1 122 Sick Building Syndrome 0 ~ ~

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGION X C A R M A Page 5 %OF REG IMPs %OF REG % % % COUNT COUNT (000) IMPs FAVO R UNFAV NEUTRAL 47 Smoker/N,on-Smoker Accommodation 53 15.3 5448 17.4 49.1 47.2 3.8 56 Smoking Restrictions in Government Buildings (Federal/State/Municipal) 32 9.2 2338 7.5 40.6 53.1 6.3 57 Smoking Restrictions in Hospitals 7 2.0 753 2.4 57.1 42.9 121 Ventillation 10 2.9 1111 3.6 50.0 40.0 10.0 58 Voter Initiatives/Referendums 1 0.3 327 1.0 1100.0 59 Workplace 45 13.0 2719 8.7 28.9 71.1 Message Total 319 26.2 (Pct. of Msgs) Category Total SMOKING & HEALTH 168 48.4 15867 50.7 31.5 62.5 6.0 60 ACS - Great American Smoke-out 0 61 Additives/Ingredients 6 1.7 614 2.0 100.0 62 Aduilts'/Teachers' Setting Bad Examples 11 3.2 323 1.0 90.9 9.1 63 Anti-Smoking Education 25 7.2 858 2.7 8.0 72.0 20.0 64 Dating & Smoking. 0 65 Doctors Setting~Bad Examples- smoke, own tobacco land, stock, etc. 0 106 EPA Draft Report on ETS 13 3.7 741 2.4 7.7 92.3 66 ETS (Environmental Tobacco Smoke) 119 34.3 9006 28.8 16.8 75.6 7.6 67 Lung Cancer & Other Diseases 107 30.8 7285 23.3 8.4 84.1 7.5 69 Nicotine Addiction 54 15.6 3525 11.3 22.2 75.9 1.9 70 Pregnant Women/Unborn Children 10 2.9' 664 2:1 10.0 90.0 71 Quitting Smoking~ 65 18.7 4367 14.0 15.4 76.9 7.7 72 Radioactivity in Cigarettes 0 73 Regulation of Tobacco as a Drug 2 0.6 38 0.1 100.0 74 Risks of Quitting~ Smokiing 3 0.9 49 0.2 100.0 75 Safe Cigarettes 0 76 Smokeless Tobacco~& Health 3 0.9 137 0.4 100.0 77 Smoking & Blacks 1 0.3 38 0.1 100.0 78 Smoking & Chiildren 32 9.2 2100 6.7 93.8 6.3 79 Smoking & Productivity (Absenteeism) 4 1.2 881 2.8 25.& 75.0 93 Smoking and Minorities 3 0.9 116 0.4 100.0 68 Social CostsDue to~ Smokiing 14: 4.0 1459 4.7 7.1 71.4 21.4 80 Social Ramifications of Tobacco Use 21 6.1 1989 6.4 38.1 4112.9 19.0 81 Surgeon General Koop's May 16th Report on Addiction 1 0.3 14 0.0 100.0 ~ ~ Q 107 Varela Study 0 W 83 Women and Smok iing 11 3.2 273 0.9 100.0 CD N Message Total .505 41.5 (Pct. of Msgs) ~ Category Total 260 74.9 20286 64.8 15.4 76.9 0? 7.7 ~.

PHILIP MORRIS, USA January 1991 - December 1991 ISSUES:REGIO'N X C A R M A Page 6 COUNT oUF REG IMPs COUNT (000) oUF REG IMPs % FAVO % R UNFAV o NEUTRAL TAXES 84 Deficit Reduction 3 0.9 91 0.3 33.3 33.3 33.3 119 Diminishing Returns (Higher Taxes 4 1.2 53 0.2 100.0 Resulting in Lower Revenue) 85 Earmarking for Health Care/Education 7 2.0 499 1.6 14.3 85.7 86 General Excise Tax Increase/Decrease 25 7.2 2093 6.7 36.0 60.0 4.0 87 General Tax Increase 1 0.3 6 &.0 100.0 118 Regressivity of Excise Taxes 0 88 Use/Distribution of Revenue 4 1.2 658 2.1 50.0 50.0 from Cigarette Taxes Message Total 44 3.6 (Pct. of Msgs) Category Total 27 7.8 2326 7.4 37.0 59.3 3.7 TOBACCO EDUCATION/HEALTH PROTECTION ACT 99 Tobacco Education/Health Protection 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 1 0.3 16 0.1 100.0 92 Subsidies to Farmers 16 4.6 423 1.4 12.5 81.3 6.3 Message Total 17 1.4 (Pct. of Msgs) Category Total 17 4.9 439 1.4 11.8 82.4 5.9 YOUTH 115 Addiction 14 4.0 1277 4.1 7.1 85.7 7.1 123 Decreased Consumptiomamong Youth 1 0.3 8 0.0 100.0 Smokers 117 Decreased Incidence of Youth Smokers 1 0.3 332 1.1 1100.0 124 Increased Consumptiomamong Youth: 0 Smokers 116'Increased Incidence of Youth Smokers 1 0.3 4 0.& 1W.0 V Q 82 Teenagers and Smoking 40 11.5 3808 12.2 10.0 75.0 ~15.0 114 Tobacco Use as Gateway to Drugs 4 1.2 524 1.7 25.0 75.0 ~ Narcotics) CG Message Total 6 1 5.0 (Pct. of Msgs) .~ Category Total 45 13.0 4067 13.0 8.9 77.8 C1'13.3

CARMA. PHILIP MORRIS, UISA January 1991 - December 1991 ISSUES:REGION X Page 7 o OF % UF REG IMPs REG % % o COUNT COUNT (000) IMPs FAVOR UNFAV NEUTRAL Total Regional Messages 1,216

C A R M A PHILIP MORRIS, USA January 1991 - December 1991 Page 8 PR0-ARGUMENTS:R'.EGION X COUNT % OF REG MSGS IMPs (000) % OF REG % a IM,PsFAVUR UNFAV % NEUTRAL "FREE CIGARETTE" SAMPLES TO PUBLIC 1 Manufacturers adhere 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 is designed to 0 induce switching among smokers. Smokers change brands at a rate of 15,000 per day. 2 Cigarette advertising is not designed to 1 .8 27 00.0 induce people to smoke but to divide the existing market by promoting brand identification among smokers. Message Total 1 .8 CIGARETTE INGREDIENTS 4 Exact recipe is protected~ information. 0 A list of commonly used i~ngredients 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 13 23.6 1193 Q N 69.2 ' C,J 30.8 quality. The so-called dangers to non-smokers have not been proved. Nothing more can be added to this debate.

PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION X C A R M A. Page 9 COUNT % OF REG MSGS o OF IMPs REG (000) IMPs % % FAVOR U'NFAV % NEUTRAL Message Totall 13 23.6 EXPORTING CIGARETTES 25 Cigarette exports adhere to the concept 0 of free marketing andlbenefit 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 ad6ictive. People do 0 not kill for cigarettes in a mood-altered frenzy. 22 Forty million people have quit smoking 1 1.8 107 100.0 ~ without any hellp. N Message Total 1 1.8 W CD 06 . ~ PRICE SUPPORT PROGRAMS 28 There is no tobacco subsidy. Tobacco is 0 Q~ I1~

PHILIP MORRIS, USA January 1991 - December 1991 PRO-ARGUMENTS:REGION X the only crop in the U.S. to run a surplus. C A R M A 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 decision 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 probl'em is costly, ineffective & inappropriate. 21 We don't need~government to tell business how to accomod`ate its customers. Message Total Page 10, COUNT oOF REG MSGS oOF IMPs REG (000) IMPs % FAVOR % UNFAV' % NEUTRAL 0 0 5 9.1 573 100.0 5 9.1 15 27.3 1008 40.0 26.7 33.3 15 27.3 0 0 8 14.5 1144 87.5 12.5 5 9.1 382' 60.0 40.0 3 3.6 tN W FD ~ ft] Cn U