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Philip Morris Launches Ads in Newspapers-Only Campaign

Magazine article Editor & Publisher

Philip Morris Launches Ads in Newspapers-Only Campaign

Article excerpt

TOBACCO COMPANY BUYS SPACE IN 19 PAPERS, MAY SEEK MORE

Philip Morris last week began an advertising campaign that illustrates some of the strengths of newspaper advertising. The newspapers-only campaign, which is being promoted as a way to "open a dialog with the American people" about tobacco-related issues such as "the problem of underage smoking" and "cigarette smoke in public places" may provide an opportunity for additional papers to get on the gravy train.

Black-and-white, text-heavy "Tobacco Today" ads of about a half-page in size began last week in The Washington Post, USA Today, The New York Times, and The Wall Street Journal. The ads will run once a week in those papers - as well as in an estimated 15 major metropolitan dailies, which have not been identified - in coming weeks, said Philip Morris spokeswoman Mary Carnovale, who declined to say what the campaign will cost.

The ads were planned as the first in a series that will run on a "regular basis," probably every other week, in all those papers, she added, "at least through the end of the year." None of the ads were expected to be full-page, but Carnovale said they will probably be at least a quarter-page in size.

Philip Morris appears to depend heavily on its agency, New York-based Young & Rubicam, to select newspapers for the campaign. Asked how the initial 19 or so papers were selected, Philip Morris Senior Vice President of Corporate Affairs Ellen Merlo said, "That was kind of an agency recommendation. …

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