Tobacco Documents Online

'~i i: ~i::~ ~i!~: ; !.~ i~ ~J ~: BRITISH AMERICAN TOBACCO Copy Request Form Request Number: Organization: Physicians for a smoke free Canada 9 Request Details /- 3-7 " Request Date: ... ' ........................... • ••co • • ••Dooeeeeeoeoaoeeo ••o •• o• • File Number:. ~C .... .~...5. .... Box Number: ~' U "7-/7/ • eooIomo e• eeeoee•i Je••oooeo•o• Page Range: First Page ~ ~) .~ L'~ ? 0-~ b ,~ Last Page ~ C).~ (~ 9 0 ._~ ] ,/~ Requested By: (Print Name) ................................................ Details below will be filled in by Depository Staff Only II Copy Details at°. ........ :,..__,...._o. ........... ime... : ............ Copy Checked By: ................................................. . ..... ... Date: .................................. • • Time: .......................... . . ... III Delivery Details Checked By: .................. Date: • • e• •o•• o• o • • • o••• •• oe • oee. • . • • • e o • *ea Sent By: ......... Date: ..................... • • Doeeeo• • i•lee Joo •elom.eBooeo oee BATCo document for PFSFC 1 March 1999

E\V.P.~R:I~:'E~L~ TOB},CCO LTD. ;ll-l~-e~ : !2:01 : - 078~ 4~.8~B0;,= 2/I? From: M. Desc~teaux, Imperial Tobacco Ltd, Canada To: J. White and P. McBride, Imascm Ltd, Canada Members :f the Key Issues Council November 11, 1994 CTMC NEWSLE'R'ER For your informa~on, the Canadian Tobacco Manufacturers' Council, is on the verge of embarking upon the above project, which will be one way tc begin disseminating a different perspective on tobacco issues. Our Chairman, Don Brown, asked ms to keep you informed of our plans, s~ill at the development stage. Objectives, target audiences, contents, tone, etc. are described in the attached document. While wri=en by an outside journalist, the contents of the newsletter and of the articles will remain under the control of the CTMC. Approval by corporate lawyers prior to publication will be a sine qua non condi:ion. Needless to say, we will make sure tna~ you will be placed on the distribution list when the publication starts el:peering. Ix *,he meantime, should you need any additional information on this projec:, please do not hesitate to communicat~ wid~ me. ./,.. t:., I k,/~ l,,~ ,L 0 0 C) 0 BATCo document for PFSFC 1 March 1999

&~%~.PAR:I.~I.~ TOBACCO LTD. ;11-14-94 ; 12:01 ; - 078~ 4483~Q;,-, 3/17 THE CTMC NEWSLETTER Revised A crc.~==al ma:e ~a t~e O~eradons Committee November 9. 1994 MJL U~ 0 ,,.0 0 C~ BATCo document for PFSFC 1 March 1999

"~.P.~:I.~I.M_ TOBACCO -:~. ;ii-!~-34 : 12:01 : - 078-~ ~48380;= ~/17 THE OVER.ALL STRATEGIC THRUST General fac'*J ab out newsie~'~e.m Anti how are they most effecdve Company newsletters are known to =e ouLszan~in9 ant effec'Jve public reta~cns ~ools. They permit exceptionably pre~=e targeting, are cost-effe¢ive, user-~ond~y and reasonabiv easy" to .oroCuc~. And by kee~ing an updated mailing !;s;. an inoustry can Oeveiop an ongoing relationship with sele¢ed ta~e', auclien~s. The key to c:eveloping an effe~ve newsletter Zies in ~ot~ its a=ility to inform in a creciible fashion and in ~ ~eative edge. The right blanc of reJiaDle editorial, colcur, grapnic~ and desJg~ is cd'tJc=l Jn generating the appropriate marXe~ng mix that will ensure gettinc results. Overa// obfec'~ves Getting our message out~ on our own terms, unfiftered No o~e wii[ argue that the industry nests to t~ka pro-.~¢ive actions tc somewhat brir, g the tot~acco clef'ate DacX some semblance ¢f I:alan~ miner than one based prima.~ on ',.h.- propaganda spreaC by the anti tobacco lobby. And neither '~Jl anyone dispute the fat:. ~hat a newsletter cannot do this on its own,. However, what a newsletter can do is to enhance the Indus~s ability to reach key target audience.s, and presen: the "other site" of ¢.--',Jcal tobacco~ issues. The oveml| objective in developing a newslet~,,r for t~e In=usW Ls tc bring forwar¢ a vehicle that will present, in a ¢leoendabte ano ¢rediicie way, the seldom hear~ si~e of tobacco relateC issues. No :ou0t ~is wil[ surprise some. anger :t.~ers an~ at the o~tset, not 0 0 0 0 BATCo document for PFSFC 1 March 1999

=,_..\~,'.?.~R:[.Vkh'RI.~ TOB.-%CC..', LTD. :1i-[-;-3-'. : iO'.",~' • ,~-" : - 0784 ~48~,90;= 3/17 change arty'one's mine aDaut our industry. Nevertheless, with time an0 if it its content is deoenda01e and trus,'worthy, the newsletter clearly can contribute in ~niftmg spontaneous negative a~tudes to more oDjec:ive and baianced initial iu=gerneMs ai~out public polio7 issues the Industry will be fac-m:~ with. The success of the newsletter will depend on its ¢.redibili~,/and in its abili~' to inform. For example, the c=n~usicns ¢f the media analysis on plain pac~ging tell us that the jcumaiistic ~mmunib/has I:arely covered the issue itseif, but rather chose to report on related toba¢",.~ matters. One of the reasons that our message isn't get~Jng out is due to the lack of interest from Ctt=-wa based, journalists, too= of whom are much more intere'=ted in hot politlcal stories than they are on fundamental public po~ic! debates. Eecause they get their information via the same media as the general population, one can assume that the journalistic ¢ommunity in general, except for those reporters who covered the hearings. Knows very Uttle abo~ the issue of Flain paced.aging. The newsletter w~l! therefore provide ',he lndustr! w~tho=portunities tc ,:resent its pain; of vie,v on - among other issues - this very important and, ¢ritic:~i suc!ec= Wha: is said must be re!event and informative. The tone shculO be in:diligent, dispassionate ~nd non- c~nf,'~ntationat. In deve{oping the concsp:val framewcr~ for the newsletter, we must keep in mind that we will be walking a fine line between outright a<:lvccac! and a passive neutrality. While t~e newsletter mus', ba informative .=nc~ unemc:ionai, we war,,*, it to become an e,,"femive ve~lc!=, tc cer, cur own .mess,~ge ~u:. L.,rl O G ',.C G C O" BATCo document for PFSFC 1 March 1999

~'~/.P.~R:I.vI~!.~ TOP,~,CCO L~. :!i-i;-3~ : 1~.-u~ ; - 078; 4-~88~0:; 6;17 The Chaflenqe Being read and seen as credible Sine.= our pnmacy t=rge~ auctience gets inundated with materials - a news editor"an get as much as 100 pieces of mail in one day alone- we must ensure that its format, style and substance get their atten',ion, So our fir.=: cnal[enge is to get our target audiences not to, upon receiving it, trash it and foUowing that, that they mad it. In this rega~, originality of graphic design and credibility of content is c,"uc~al. Also, keeping a balanca¢ approach between editorial comment ana repdms will be essemiaL E'Jitorials or advocacy pieces on,~/,would be perceive~ as propaganda, and reprints only woul,~ be seen as useless ~lers. Comments will have to be inform=t;-ve: detached, factual and substantive while reprints will have tc 0e relevant to current pubtic poli¢/de=ates, A baianc.ed ¢om;ina~cn of both is ~iticat and in our view will do the trick. 7a~et audiences The fcil;w~ng list of target audiences is substantial, and all c~:egories don't ne-cessadly need to be targeted at the outset. All can be tree-:ally inc~ucled in our mailings. Media repr-~sentadves and stakeholder groups. 500 Media editorialists, columnists and beat repo~ers (influen~ ~ange in the attitudes and tone of ~ose who cover tobac,.'-o re!ated issues by specifically tnrgeting business reporters ant c"lumnists instead of he.~lLh reporters only, whom hold su'c~g views on matters mla;=d ~ tc~acco); !ncus:r! allies and ~akehotd~r omu~s: L.TI 0 0 BATCo document for PFSFC 1 March 1999

E~3/. p.~: rx~=~ w ,, -^- ,r~-- - - 12: ; ......... .~r,=,... _.]. :'i-1-'.-9-~ : 02 - 078.~ -~483~0:: 7117 lndust~ emp/oyeeR - 6300 T==acco manufac:urers employees, growers and pm,..."~=ssom; PolilJcian= - 6OgO Feaeral MP's (295); Prcvinc~a~ MLA's (700); Mayors (4,~00); Business leader3 - top 500 =..~'siness ¢~mmunity representatives Chammers of Commerce; anti important We=K/ies (1000) .Ai] weekly newspapers ac~'oss Canada; "/'he Editor Paul Palango and CTMC As a re=rssentative of ~e Industry, CTMC could n¢t ever be percaivec to hold tncLenpendent views on tobacco rela~e~ issues. Ale=. human resources availa=le here cannot permit us tc undertake • e task cf wdting at~d editing a newsletter, without ~edousiy neglec"ng ~ther impor, ani ones Therefore. we recommend that the newsletter's editor sr,=uld be a profess;on~i of the news business, wi~ a keen sense =f what will e~geai ',c our primary target audience, ie. med~a re~re=entatives. The ¢~:sen Editor cannot be an insider of the industry, nor sttould .~eLs.=.~ have ever been identified with any toba~ related issue. AJlhcuc,n C,-~, ;C will supervise content, with appropnata discussions wit.-, Ja;wers, a CTMC iclen~fied editor would c~ear~ give the Lrn=ressi~r, that views confined in the newsletter are =n~ng bu: cepen~ac~e. A weil .~,cwn journalist unde~aking this task woutd become news in ioseif an: would i~nng attention to the newsletter during the early stacjes of its publication. U'I ,,C G CO BATCo document for PFSFC 1 March 1999

~/.F.~:i~l.~ TOR~CC~ LTD. ;11-1~-9~ ; 12:;'3 ; -, 0TS-~ -~8390;~- 8/17 In ~is regard, Paul Palan~o is the ideal candidate. A best selling au~or anct veteran investigative journalist, Paul, a non-smoker, has spent 13 yeas at the Globe and Mail. L.n O O BATCo document for PFSFC 1 March 1999

~/.P.~:L'~ERI.-IL TOBACCO "-' :1"-i'-°' 12: THE NEWSL-~TER8' A TTRIBUTE$ Name an~ Graphic desiqn In after := ,.-..eet cur obje~ive of being read, ',he newsierters graphic aesign wifl :e anginal in fcrmat and s~le and its name wiI[ be acccmpanie," :~' a oesc,'~ptor ~at will refle~ what we are trying to do, which is ',: ~rir~g balance to the ;obacco debate. Options have been deveicpec ant witl be =rasamed to the Committee at Wednesday's meming. Editorial profile The newsletter will be written and edited in a professional and journalis'.:c .SesSion. Its tone wiil be inte!ligent, and once again, enlightening am= as dispassionate and non-c=nfmntaticnal as possibie. Half ~ its :ontent will ex;ress the Industry's position on issues, with regular features and ardCes, and the other half will reprint, with pe,,'missicn where necessary, speeches, newspaper articJes, t~anscfi.== :elated to issues fac:.ng the IndusW. Reqular fe-~:ures could inc~uc~e: (inc;ucea in .~,'s~ issue) A~ou: ~his publicatron - this will expiain why the Industry has ce=~;ed to pui:!ism a newsletter. AZthough the first issue will ~:m~,le '.his ~ie:e o~ its from: page, it will later be transformed i~:c -" ~.ox featu~ on :he bac~. page of the newslertec Tccac:~ in C~naca - t~s w411 review shipments and available :cnsumption and in~dence figures, plus other s~atistics; The :n:ex -wt'~,az is in ti;=s iss:=e al '(he ne, Nslezte~ 0 C~ ,~0 C) 0 BATCo document for PFSFC 1 March 1999

~"~,'V.P.~:l.~.l.SJ_ TOBACCO LTD. '~-i~-~"~. .., -: : 12:r'.'='._ : - 0784 -1.-$8300;:I0/17 Quctagle quozes box - featured on th,= ba¢~ page of me newsletter, it w~[l highlight outJ'-ageous quotes from representatives of the anti tobacco lobby; Abcu: interact - featured on the back :=age, it will review current ccn"esponcience on !ntemet; For f'.:nher re2C!ng box - feature--el on :he Sack page, it will sug;es~ books and mac~,nes where ~e other s~ae of tl~e ar'gu..mant is illus;ratecl or =iscussed; For ~her informaiion box - ~lso feature= on the back page, this ~ox will inform on who is publishing the publicadort with an acdress for ~mments and sugge~:ns; Maior acJcJ_=s on c.un'ent issues (re~jrrinc ',v/th. '.4~q.g~?sl (included m ~mt i~sue) The ;~tes; on plain packaging -sin¢e thLs issue ;,s critical to the )r, austry, the newsletter will review the latest news c=nceming this issue and puic[is~ repnnts of columns or artJc'~s on the subjec:: The latest on Envirc:nmenml T;bac~, smoke - sin¢~ the Government will shcnb" ~egin its mass media cam.Deign and that we know ~ will priman~y foc.Js on ET~.: the newsletter will revi.,=.,w ~l~e issue on a regular ~.~sis; Possible a~c!es or reon~ for ~ture issues: (excluding ~."~c ,;s~ue desc,'fbed /are; in this ~ac'..,ment) Si:c,-.sorsni=s - the ==mgn:~.n ¢.,,~erienc-°: E'7.5 - smoking rest,-i=ions iF restaurant" Nicc::ne and ad~ ~ves; Bill 11~3: U'I O O O BATCo document for PFSFC 1 March 1999