Table 4.
Type of alcohol in lifestyle magazine content with alcohol references.
| Unlimited (PM, men's magazine) |
All Woman (PM, women's magazine) |
CML (RJR, men's magazine) |
P.S. (Lorillard, unisex magazine) |
Real Edge (B&W, men's magazine) |
Flair (B&W, women's magazine) |
Total |
|
|---|---|---|---|---|---|---|---|
| Number of issues | 25 | 3 | 13 | 16 | 10 | 6 | 73 |
| Magazine cover | |||||||
| Beer | 0 | 0 | 0 | 1 (12.5%) | 0 | 0 | 1 (7.1%) |
| Wine | 0 | 0 | 0 | 1 (12.5%) | 0 | 0 | 1 (7.1%) |
| Mixed drink | 0 | 0 | 4 (80.0%) | 6 (75.0%) | 0 | 1 (100%) | 11 (78.6%) |
| Type unknown | 0 | 0 | 1 (20.0%) | 0 | 0 | 0 | 1 (7.1%) |
| Article | |||||||
| Beer | 203 (65.7%) | 3 (23.1%) | 22 (32.4%) | 30 (42.3%) | 42 (52.5%) | 10 (25.0%) | 310 (53.4%) |
| Wine | 36 (11.7%) | 6 (46.2%) | 26 (38.2%) | 23 (32.4%) | 15 (18.8%) | 18 (45.0%) | 124 (21.3%) |
| Mixed drink | 74 (23.9%) | 6 (46.2%) | 40 (58.9%) | 47 (66.2%) | 17 (21.3%) | 18 (45.0%) | 202 (34.8%) |
| Liquor/spirits | 81 (26.2%) | 1 (7.7%) | 28 (41.2%) | 30 (42.3%) | 23 (28.8%) | 10 (25.0%) | 173 (29.8%) |
| Type unknown | 11 (3.6%) | 0 | 0 | 2 (2.8%) | 4 (5.0%) | 0 | 17 (2.9%) |
| Tobacco ads | |||||||
| Beer | 2 (28.6%) | 0 | 18 (24.0%) | 3 (17.6%) | 3 (20.0%) | 2 (40.0%) | 28 (23.5%) |
| Wine | 1 (14.3%) | 0 | 18 (24.0%) | 4 (23.5%) | 4 (26.7%) | 0 | 27 (22.7%) |
| Mixed drink | 3 (42.9%) | 0 | 49 (65.3%) | 10 (58.8%) | 5 (33.3%) | 2 (40.0%) | 69 (58.0%) |
| Liquor/spirits | 3 (42.9%) | 0 | 17 (22.7%) | 3 (17.6%) | 6 (40.0%) | 1 (20.0%) | 30 (25.2%) |
| Type unknown | 0 | 0 | 0 | 2 (11.8%) | 1 (6.7%) | 1 (20.0%) | 4 (3.4%) |
| Non-tobacco ads | |||||||
| Beer | 13 (30.0%) | 0 | 0 | 0 | 0 | 0 | 13 (22.8%) |
| Wine | 5 (11.4%) | 0 | 0 | 0 | 2 (25.0%) | 0 | 7 (12.3%) |
| Mixed drink | 3 (6.8%) | 0 | 0 | 1 (100%) | 2 (25.0%) | 0 | 6 (10.5%) |
| Liquor/spirits | 24 (54.5%) | 0 | 0 | 0 | 6 (75.0%) | 4 (100%) | 34 (59.6%) |
Note. Multiple alcohol references in each article or tobacco ad or non-tobacco ad, not add up to 100%.