TABLE 1—
Adolescent Readership (Aged 12–17 Years) and Adolescents as a Percentage of Total Readership (Persons Aged 12 Years and Older) of Youth- and Adult-Oriented Magazines With Advertising by Smokeless Tobacco Companies: January 1993–December 2002
| Adolescent Readersa (Adolescents as % of Total Readership of Magazine) | |||||||||||
| 1993 | 1994 | 1995 | 1996 | 1997 | 1998 | 1999 | 2000 | 2001 | 2002 | Yearly Average | |
| Youth-oriented magazines | |||||||||||
| Car and Driver | 1700.0 (20.64) | 1465.3 (18.31) | 1307.1 (16.51) | 1391.9 (16.83) | 1196.5 (14.60) | 1225.8 (14.82) | 1455.8 (16.98) | 1783.0 (18.68) | 1732.1 (16.49) | 1621.7 (14.95) | 1487.92 (16.88) |
| ESPN | 2177.7 (20.25) | 2177.70 (20.25) | |||||||||
| Hot Rod | 2368.3 (29.43) | 2294.9 (28.15) | 2316.5 (26.83) | 2271.4 (25.45) | 2035.1 (22.57) | 2068.5 (23.33) | 2214.6 (26.98) | 1909.6 (24.56) | 1577.7 (19.32) | 1431.7 (17.16) | 2048.83 (24.38) |
| Motor Trend | 1652.8 (24.82) | 1393.2 (22.12) | 1374.3 (19.78) | 1288.1 (18.44) | 1074.5 (16.60) | 1141.3 (16.26) | 1379.4 (18.86) | 1359.7 (18.19) | 1161.1 (14.85) | 1229.8 (14.74) | 1305.42 (18.47) |
| Outdoor Life | 1477.2 (15.53) | 1579.3 (18.00) | 1508.0 (18.60) | 1309.8 (18.76) | 1048.9 (15.79) | 954.0 (14.18) | 1237.1 (18.49) | 1147.5 (17.67) | 758.9 (11.13) | 1224.52 (16.46) | |
| Popular Science | 1950.9 (21.26) | 1906.0 (20.80) | 1740.7 (18.76) | 1651.5 (18.56) | 1475.4 (18.51) | 1565.7 (20.09) | 1571.5 (19.92) | 1225.3 (16.73) | 1246.4 (16.18) | 1301.9 (15.29) | 1563.53 (18.61) |
| Road & Track | 1515.3 (22.58) | 1233.9 (20.63) | 1277.3 (20.97) | 1331.2 (21.55) | 1126.9 (17.59) | 959.8 (15.13) | 1072.7 (18.83) | 1026.5 (18.40) | 927.0 (15.65) | 810.9 (12.87) | 1128.15 (18.42) |
| Rolling Stone | 1951.8 (20.01) | 1868.8 (18.50) | 1899.9 (18.38) | 2176.5 (20.67) | 2216.6 (20.22) | 2218.5 (20.27) | 2565.3 (23.73) | 2405.1 (22.85) | 2122.6 (18.94) | 1784.4 (15.30) | 2120.95 (19.89) |
| Spin | 892.9 (27.03) | 1050.5 (29.98) | 1132.3 (31.57) | 1189.2 (30.46) | 1077.3 (27.38) | 886.4 (24.07) | 701.5 (19.67) | 511.2 (15.62) | 930.16 (25.72) | ||
| Sport | 2319.4 (34.69) | 2274.1 (33.82) | 2365.4 (36.05) | 2482.4 (38.40) | 2137.2 (33.46) | 2011.0 (31.50) | 2095.1 (35.34) | 2240.66 (34.75) | |||
| Sporting News | 1412.7 (26.69) | 1393.6 (27.79) | 1356.1 (28.46) | 1434.0 (30.77) | 1207.9 (28.33) | 1040.0 (24.62) | 1091.3 (25.09) | 788.4 (19.11) | 812.1 (18.11) | 807.9 (17.17) | 1134.40 (24.61) |
| Sports Illustrated | 5105.4 (17.78) | 5201.4 (17.99) | 5280.7 (18.64) | 5309.1 (19.38) | 5064.6 (18.00) | 5069.0 (17.09) | 4961.4 (17.26) | 4040.8 (15.64) | 3680.3 (14.96) | 3483.1 (14.25) | 4719.58 (17.10) |
| TV Guide | 6623.4 (13.13) | 6738.8 (13.23) | 6678.9 (13.17) | 6304.1 (13.00) | 5933.9 (12.82) | 5529.8 (12.51) | 5475.3 (13.22) | 4579.4 (12.02) | 3934.2 (10.99) | 3398.1 (10.19) | 5519.59 (12.43) |
| Adult-oriented magazines | |||||||||||
| Field & Stream | 1872.7 (11.77) | 1760.1 (11.06) | 1743.1 (11.37) | 1738.7 (11.86) | 1537.0 (10.86) | 1309.5 (9.87) | 1250.2 (10.18) | 1158.8 (9.67) | 963.8 (8.12) | 1481.5 (10.53) | |
| Maxim | 948.0 (8.75) | 948.0 (8.75) | |||||||||
| Popular Mechanics | 1657.7 (15.00) | 1616.9 (14.52) | 1549.6 (13.77) | 1286.0 (12.03) | 1307.7 (12.35) | 1378.7 (12.68) | 1468.2 (13.78) | 1389.0 (13.94) | 1200.8 (12.13) | 1136.9 (10.99) | 1399.2 (13.12) |
| Time | 1948.5 (7.73) | 1971.8 (7.66) | 1968.6 (7.68) | 1870.5 (7.52) | 1627.8 (6.61) | 1763.6 (6.93) | 1894.7 (7.58) | 1544.3 (6.61) | 1396.1 (6.04) | 1374.4 (5.66) | 1736.0 (7.00) |
Source. Data obtained from Mediamark Research Inc.
Note. A youth-oriented magazine is a publication averaging more than 2 million youth readers (younger than 18 years), or one in which youths averaged more than 15% of the readership, for the years 1993 to 2002. An adult-oriented magazine is a publication averaging fewer than 2 million youth readers, or one in which minors averaged less than 15% of the readership, for the years 1993 to 2002. If a magazine does not appear for a year, it was not listed in the Mediamark Research Inc database.
aIn thousands.