>
       q
       0
       0
       CL
       0
       001POOR
       CD
       INCLUDES ALL FORMS Of: (UT-OF-HOME ADVERrISING.
       PRIMARY UNITS WITH FIXED PANEL POSITIONS:
       30 SHEET (12' X 27')
       (D
       - BULLETINS (14' X 48' OR 20' X 60')
       - 8 SHEET (6' X 10') - LOCAL NEIGHBORHOOD/-ETHNIC
       TRANSIT UNITS INCLUDE:
       (D - BUS, TRAIN, TAXI EXTERIORS
       :2
       0 - BUS, TRAIN INTERIORS
       (D
       0 - BUS, TRAIN AND AIRPORT TERMINALS
       X
       (D
       WEUK MES
       0 0 BROAD REACH a REMINDER COPY ONLY
       0 HIGH FREQUENCY
       0 HIGH OUT-OF-POCKET COST
       A) 0 STRONG LOCAL MEDIUM
       CL * LONG PRODUCTION LEAD TIMES
       0 DRAMATIC SIZE 9 SHORT EXPOSURE
       VERY EFFICIENT
       0 OPPORTUNITY FOR PINPOINTING LOCATIONS
       a 0 IMMEDIATE REGISTRATION
       0
       cr
       (D
       to
       co
       co
       9MSUOS

       


       0
       0
       CL
       0
       EWSPAPERS
       Q
       STRENGTHS WFAKNE55.FS
       (D PRIMARILY LOCAL MEDIUM * COLOR LIMITATIONS/REPRODUCTION
       cc
       11)
       Q) MASS REACH WITHIN MARKETPLACE 0 LIMITED SELECTIVITY
       0
       AUTHORITATIVE ENVIRONMENT 0 HIGH COST
       0
       (D
       ACTION ORIENTED - COUPONS, CLASSIFIED, MINIMUM CONTROL ON POSITIONING
       MAIL ORDER
       HIGH READERSHIP
       0
       SHORT CLOSING DATES
       CL GEOGRAPHIC FLEXIBILITY
       0
       0
       folik
       0
       cr
       600~S9~OS

       


       0
       0
       CL
       0
       SUPPLEMENT
       CD
       SEPARATE PUBLICATIONS DISTRIBUTED IN SUNDAY NEWSPAPERS.
       r- 0 PARADE, USA WEEKEND, SUNDAY METRO, INDIVIDUAL NEWSPAPERS' OWN SUPPLEMENT
       CD (NEW YORK TIMES MAGAZINE)
       cl)
       CD STRENGTHS WEAKNESSES
       BROAD REACH GOOD/FAIR COLOR REPRODUCTION
       0
       90
       IMMEDIATE - QUICK REACH BUILDER * HIGH OUT-OF-POCKET COST
       0
       ALLOWS FOR LONG MESSAGE 9 NO AUDIENCE SELECTIVITY
       CL
       GOOD FOR COUPON DISTRIBUTION * LONG LEAD TIMES
       0 s  ENVIRONMENT
       0
       fmqL
       0
       cr
       CD

       


       CL
       JOTAL INDU~IRY--SPENDI-NF2!)(-Q[-UME
       r
       0 1980 lUs 298? 1989 19-9(
       CD IUAL-lhiD-Ll5TRY
       2
       MASS MEDIA
       SPENDING ($MM) 777 870 699 706 574
       CD VOLUME (BIL./STICKS) 620 595 558 524 522
       ‡…
       CL
       0
       0
       Cr

       


       to 0 0
       0
       0
       CL
       0%
       TOTAL-I.NDUSiRY-SPEND-LN-C2--"Ii ARE -QF-MARK-EJ
       BY-UMEANY
       (D
       1988 19 0
       0 som
       cc
       0 $ som sov/som soy/som  CHANGE
       cl)
       (D TOTAL INDUSTRY 699,187 100% 574,202 100%
       (D PHILIP MORRIS 301,241 39.56 109 258,814 42.26 107 +2.7
       (o
       R.J. REYNOLDS 198,885 31.64 90 .13ti,034 29.61 79 -2.0
       Q
       to
       x 10.30 70 -0.5
       BROWN & WILLIAMSON 70,125 10.81 92 41,187
       0
       LORILLARD 74,842 8.12 130 73,534 7.62 168 -0.5
       CL
       AMERICAN 48,993 6.89 80 60,000 6.81 1S3 -011
       0 LIGGETT & MYERS 4,394 2.97 21 124 3.39 1 +0.4
       0
       cr
       m
       w
       w
       z jo~sg~os

       


       w 0
       >
       1
       0
       0
       CL
       IOT&L- IND.V SIM ZZMARG
       1.988 1290 % Chaug.%
       cc ludufil= Prin !20 Total Prin
       %I) OH Total Irint 00 Total
       CD Total Indust= 430,746 268,441 699,187 334,158 240,044 574,202 -22% - 10% -18
       (D
       Philip Morris 216,556 84,685 301,241 161,764 97,050 258,814 -2.5% - 15% -14
       0
       CD
       R.J. Reynolds 113,590 85,295 198,885 65,952 68,082 134,034 -42 - 25 -32
       3: Brovn & Williamson 33,786 36,339 70,125 27,651 13,536 41,187 -18 - 62 -41
       CD
       0 Lorillard 25,763 49,079 74,842 27,792 45,742 73,534 + 8 - 7 - 2
       X
       American 36,228 12,765 48,993 48,150 11,850 60,000 +33 - 7 +22
       0
       Liggett & Myers 4,116 278 4,394 124 0 124 -96 -100 -97
       CL
       0
       0
       0
       Cr
       0
       w
       2 1 O~SHOS

       


       0
       0 TU-15-MANDS
       CL ADYERR-11-5  I 14h IONS)
       1975 1980 1985 1988 1990
       SOV/Som SOV/Som SOV/Som SOVISOM SOV/Som
       IWDEX $m -JMF~L 1-mm -11LDEX $M-m -IFD TNDEX
       .-UL $hm
       0
       f&OWTN
       r.f.
       Marlboro 24 44 54 42 128 67 131 76 97 65
       r- Newport 6 200 12 105 46 231 57 182 62 235
       Doral -- - -- 700 1 4 1 - -- --
       Virginia Slims 8 142 22 125 57 249 34 161 45 252
       Cambridge - - - 1,250 -- -- 8 63 19 132
       HOU
       (D
       0
       Carlton 10 103 35 208 27 157 25 235 25 275
       DECLIND
       (D
       11)
       Winston 30 57 55 49 69 70 37 47 18 35
       0 Salem 22 73 72 97 47 63 44 82 34 97
       Kool 21 55 35 57 38 60 22 52 5 is
       Camel 9 65 35 111 45 113 30 93 33 130
       B&H 17 119 40 ill 45 113 58 195 19 92
       Merit - - 59 182 53 148 57 205 37 183
       0
       Vantage 15 190 57 159 1#4 148 30 138 21 154
       cr
       Pall Mall 11 42 13 41, -- -- 10 34 4 32
       Kent 157 _2 219 9 68 42 -2 19
       to
       to TOP 15 TOTAL 192 547 609 552 421
       0~sHos

       


       0
       0
       CL
       0
       C)
       C COMPT-ILITIA-K-DIA EXPENaJTURES
       1988 1989 199Q
       (D ($000) ($000) ($000)
       W
       555
       0
       0
       W
       ROTHMANS
       X
       MILDS 913 913 867
       0
       DUNHILL 415 446 366
       C2.
       0 PLAYERS 288 439
       0
       rmlL
       0
       cr
       0
       co
       w
       w
       I s 10 ~ s 2 ~ 0 9