Table 3.

Associations between magazine readership characteristics of adult tobacco users and number of advertisements in 2014

Readership composition	Cigarettes	E-cigarettes	Chewing tobacco	Total
	IRR (LL – UL)	IRR (LL – UL)	IRR (LL – UL)	IRR (LL – UL)
Gender
Male	0.97 (0.92 – 1.02)	0.91 (0.85 – 0.97)	2.09 (1.77 – 2.46)	1.02 (0.98 – 1.05)
Female	1.00	1.00	1.00	1.00
Age
18–39 years	1.48 (1.33 – 1.66)	3.44 (2.75 – 4.31)	2.15 (1.58 – 2.91)	1.82 (1.67 – 1.99)
40–59 years	1.65 (1.36 – 1.99)	3.72 (2.65 – 5.23)	1.91 (1.25 – 2.94)	1.83 (1.58 – 2.12)
60–75+ years	1.00	1.00	1.00	1.00
Education
≤ High school	1.01 (0.90 – 1.12)	0.86 (0.74 – 1.01)	0.59 (0.45 – 0.77)	0.91 (0.83 – 0.98)
> High school	1.00	1.00	1.00	1.00
Race and ethnicity
Hispanic	0.91 (0.85 – 0.98)	0.64 (0.51 – 0.78)	0.78 (0.59 – 1.02)	0.83 (0.78 – 0.88)
Non-Hispanic black	0.98 (0.93 – 1.04)	0.84 (0.75 – 0.94)	1.11 (0.91 – 1.35)	0.94 (0.89 – 0.98)
Non-Hispanic other race	0.86 (0.67 – 1.11)	0.49 (0.32 – 0.73)	0.36 (0.18 – 0.72)	0.62 (0.51 – 0.75)
Non-Hispanic white	1.00	1.00	1.00	1.00
Employment
Full time employment	1.02 (0.88 – 1.17)	1.21 (0.96 – 1.54)	0.93 (0.68 – 1.26)	1.10 (0.99 – 1.23)
Part time employment	0.78 (0.63 – 0.96)	0.64 (0.46 – 0.90)	0.55 (0.29 – 1.04)	0.83 (0.71 – 0.98)
Unemployed	1.00	1.00	1.00	1.00
Income
≤ $24,999	1.37 (1.14 – 1.63)	1.70 (1.29 – 2.23)	1.35 (0.95 – 1.91)	1.35 (1.19 – 1.54)
$25,000 – $49,999	0.98 (0.77 – 1.25)	1.22 (0.84 – 1.75)	0.44 (0.24 – 0.79)	0.92 (0.77 – 1.10)
$50,000 – $74,999	1.30 (0.99 – 1.70)	0.59 (0.39 – 0.89)	0.30 (0.15 – 0.58)	0.92 (0.75 – 1.13)
≥ $75,000	1.00	1.00	1.00	1.00
Weighted total magazine readers (in thousands)	1.0005 (1.0001 – 1.0009)	1.0002 (0.99 – 1.0009)	1.0006 (0.99 – 1.001)	1.0002 (0.99 – 1.0005)

N = 53 magazines.

IRR: Incident rate ratio.

LL - UL: 95% lower and upper confidence intervals limits.

Boldface indicates statistical significance.