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9/28/87 1988 CAMEL FAMILY Magazine Selection Presentation •` Magazine Selection Criteria - Primary Analysis Other Key Considerations • Magazine Grouping and Frequency • Magazine by Categories • Magazine Additions/Deletions • Flowcharts

1988 CAMEL Magazine Selection Primary Analysis - Audience Composition/Coverage Indices • Male Smokers 18-34 • Male Smokers 18-34/Education - High School Graduate or Less - Non-High School Graduate • Male Smokers 18-24 Other Key Considerations • Young adult editorial focus/direction. • Magazine editorial/advertisement relevant to brand's target. • Cost efficiency to reach target. • Delivery of target psychographics and lifestyle characteristics. Category diversity. • Budget eonstraints. • Judgment. 9/28/87 uw m a)

9/28/87 1988 CAMEL Magazine Selection Ma ag zine Frequency Group I Popular Hot Rodding 8 Car Craf t 8 o Hot Rod 6/10 4 Wheel & Off Road 8 Motorcyclist 8 Cycle World 8 Cycle 8 Guns & Ammo 8 Sports Afield 8 Field & Stream 8 Inside Sports 8 o Sport 6/10 o Sports Illustrated 10/14 Omni 8 o Penthouse 6/10 o Playboy 6/10 GQ 8 o Rolling Stone 10%14 Group II o Car & Driver Road & Track Four Wheeler Dirt Rider Hunting o Outdoor Life Sporting News o Popular Mechanics o TV Guide o People Cable Guide Premiere Life Salute Skiing 5/9 7 7 7 7 5/9 11 ,5/9 6/10 8/12 6. 6 6 6 6 o PMC Carriers Rationale • High index vs male smokers 18-34 (210+). • High index vs male smokers 18-34 high school graduate or less (151+). • High index vs male smokers 18-24 (233+). • High absolute audience. • Cost efficiency. • Younger adult editorial focus. • Judgment. • Above average index vs male smokers 18-34 male smokers 18-34 HS graduate or less male smokers 18-24 • Category mix. • Coverage. • Category-diversity. • Relevant.to brand target. • Editorial compatibility.

9/28/87 1988 Magazine Selection Magazine Categories AUTOMOTIVE MUSIC Car & Driver Rolling Stone Hot Rod Road & Track Car Craft 4 Wheel & Off Road Popular Hot Rodding OUTDOOR Four Wheeler Field & Stream Outdoor Life Guns & Ammo Sports Afield CYCLE Hunting Cycle Cycle World Motorcyclist Dirt Rider SCIENCE/MECHANICS Popular Mechanics Omni ENTERTAINMENT/GEN. INTEREST TV Guide Cable Guide SPORTS People Life Sports Illustrated Premiere Sport Sporting News Inside Sports MEN'S SERVICES Playboy Penthouse MILITARY GQ Salute cn 0 v w OD rn ~ rn W

9/28/87 1988 Magazine Selection Additions/Deletions (vs. 1987 Plan) Additions Rationale Cable Guide e Above average composition indices~against: male smokers 18-34 (146) male smokers 18-34, HS or less (118) male smokers 18-24 (152) • Excellent coverage of target (9.1%). Premiere Given CAMEL's target lower education demographics, watching TV may be a priority for these readers. • Edited for younger adult audiences. Extends category mix. • Circulation strength in major metros where there is a concentration of younger adults. • Provides the brand an active/mobile reader. • Newsstand distributed (CAMEL is single-pack driven). Motorcyclist • Above average composition-indices against: - male smokers 18-34 (397) - male smokers 18-34 HS or less (479) - male smokers 18-24 (507) =Salute Skiing • With the demise of Cycle Guide, this title offers similar editorial focus. • Extends-category mix. • Edit of special interest to younger military males. Males 18-25 account for 61% of readers. - ® Above average composition indices against: male smokers 18-34 (202) male smokers 18-34, HS or Less (139) male smokers.18-24 (174)

9/28/87 1988 Magazine Selection Additions/Deletions Deletions - Rationale Us, Star, National • Editorial incompatibility (increasing editorial Enquirer focus.on food, fashion, beauty and diet). • 61+x of audience is female. • CAMEL's copy creative is a mismatch for magazine environment. Motor Trend • Oversaturation of automotive category. • Highest concentration of audience 35+ of all other car titles. • Inefficient CPM (49.88) compared to all other titles on CAMEL's schedule. • More educated/higher income audience. Popular Science/Family • Median age 40+. Handyman/Home Mechanix • Audience psychographics and lifestyle.are less compatible. • Magazine environment lacks relevance for the brand. Games/Stereo Review • Insufficient coverage of target. • Budget-constraints. Cycle Guide • Out of business. Alternative Weeklies 9 Budget constraints.

1988 CAMEL FAMILY Magazine Selection Presentation PMC Magazines (Non-CAMEL) National Enquirer • Cosmopolitan • Glamour • Macfadden Women's Group 0) o) 0)

* KEY F= PMC 4-page insert CAMEL FAMILY S = PMC spread 4C bleed ©= Musical card/coupon National Magazine Schedule QD = 3D insert/coupon 3 = 3 consecutive pages G = 4-page gatefold QS = Spread 4C bleed/coupon Weeklies/Biweeklies   Tobacco USA Media Department -WEEK OF MONDAY- Date: Revised: Exhibit: Page: 1988 1 of 4 I S = Spread 4C -bleed P= Page 4C Bleed 0 = Oversize Jr. page 4C D = 3D insert # INS JAN. 12 411]112E za FEB. 1 8 75 2 2 MAR. 7114121128 APR. 141111 18125 MAY 2 9 16 2 3 JUNE a62 JULY 4 11 18 25 AUG. 7 8 1 2 SEPT. 5 12 19 26 OCT. 1 1 2 31 ' NOV. 7 74 21 28 DEC. 5 12 19 26 1989 JAN. 9 1 2 3 GROUP I Rolling Stone 13 ©-P- P---- F*-D-- * S-P- ~ S-P- ~ 5---- -P-- -P--- -P-- Sports Illustrated 13 --G-- ~D--- ~ -P-F -S-- S-P- S-P- S---- --P- --P-- -P-- GROUP II National Enquirer 3 --S- -5-- -5-- People 11 ---~S~ --P- --P- -FS-- --P- -5-- -S-- -S-- P--- P--- Sporting News 10 ---0- -0-- --0- --0- ---0 ---0 ---0 ---0 ---0 ---0 TV Guide 10 ---F- S-P- PSP- -S-- -P-- --P-- -P-- USA Today TB RJRT Form 7258 - Rev. 7/87 L9i9 86L05

* KEY F = PMC 4-page insert CAMEL FAMILY S= PMC spread 4C bleed ©= Musical card/coupon . National Magazine Schedule Q = 3D insert/coupon 3 = 3 consecutive pages G = 4-page gatefold (D = Spread 4C bleed/coupon Monthlies ntJJ n Tobacco USA Media Department -WEEK OF MONDAY- Date: Revised: Exhibit: Page: 2 of 4 S = Spread 4C bleed P = Page 4C bleed D = 3D insert # INS JAN. 12 4 111 2 28 FEB. 1 8 15 2 MAR. 7 K2 APR. 4 11 18 25 MAY 2 9 16 2 3 JUNE a62 JULY 4 11 18 25 AUG. 1 8 1 2 2 SEPT. a52 OCT. 1 1 2 31 NOV. 7 R2 DEC. 5 1~ 19 26 1989 JAN. j 9 1 2 3 GROUP I Car Craft 7 QS P OD P P P P Cycle 7 QD P S P P P P Cycle World 7 OS P OD P P P P Field & Stream 7 OS P OD P P P P 4 Wheel & Off Road 7 S~ P P P P P P GQ 7 C~S P DU P P P P Guns & Ammo 7 O P P P P P P Hot Rod 9 O P F S S P S S P Inside Sports 7 O P O P P P P Motorcyclist 7 O P P P P P P Omni 6 P P P P P P Penthouse 9 QS P G F S S P S P Playboy 9 DO P F (~D S P S S P Popular Hot Rodding 7 SO P P P P P P RJRT Form 7258 - Rev. 7/87 89Z9 88L09

CAMEL FAMILY KEY F = PMC 4-page insert S= PMC spread 4C bleed QS = Spread 4C bleed/coupon S = Spread 4C bleed National Magazine Schedule Monthlies , u. jj   Tobacco USA Media Department -WEEK OF MONDAY- Date: Revised: Exhibit: Page: 1988 3 of 4 3= 3 consecutive pages P= Page 4C bleed # INS JAN. 12 4 11 1 2 28 FEB. 1 8 15 2 2 MAR. 7 14 21 28 APR. 4 11 18 25 MAY 2 9 16 2 3 JUNE 6 13 20 27 JULY 4 11 18 25 AUG. 1 8 1 2 2 SEPT. ]5H26 OCT. 1 1 2 31 NOV. 7 14 21 28 DEC. 5 12 19 26 1989 JAN. 9 1 2 3 GROUP I (continued) Sport 9 OS P P F S P S S P Sports Afield 7 P P S P P P P GROUP II Cable Guide 5 P P P P P Car & Driver 7 P P F S P S S Cosmopolitan 4 F S S S Dirt Rider 6 P P P P P P Four Wheeler 6 P P P P P P Glamour 4 F S S S Hunting 6 P P P P P P Life 5 P P P P P Macfadden Women's Group 4 F S S S Outdoor Life 8 P P F S P S S P RJRT Form 7258 - Rev. 7/87 6919 86L09