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Overexposed: Youth a Target of Alcohol Advertising in Magazines
This report analyzes $320 million in alcohol product advertising in magazines during the year 2001. This is all of the magazine expenditures in national magazines measured by MRI, the industry standard for magazine audience measurement, totaling 80% of all alcohol product advertising expenditures in magazines in 2001.
The first section analyzes the amount of magazine advertising delivered to youth and adults by different alcoholic beverage brands. For many beer and distilled spirits brands, the youth population received more advertising than the adult population.
The second section looks at the size and concentration of the youth audiences in the magazines in which the alcohol industry marketers placed ads in 2001. This same information, with all of its levels of detail, is available to alcohol industry marketers in making advertising decisions.
Available as a PDF document. (PDF file is1.76 MB and requires the free Adobe Acrobat Reader.)
http://camy.org/research/files/overexposed0902.pdf
Publication Year: 2002
Publisher Center on Alcohol Marketing and Youth Georgetown University Box 571444 3300 Whitehaven Street, NW, Suite 5000 Washington, dc 20007 Phone: 202-687-1019 Website: http://camy.org/Email: info@camy.org
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Boston University School of Public Health 
