Gregory Freeman: Ads Aimed At Blacks And Children Should Exact A High Price. P-D 2/10/1998

Headline: ADS AIMED AT BLACKS AND CHILDREN SHOULD EXACT A HIGH PRICE
Reporter: By Gregory Freeman

Publication: ST. LOUIS POST-DISPATCH
Last Printed: Tue., Feb. 10, 1998
Section: METRO, Page: B1, Edition: FIVE STAR LIFT

The tobacco industry
Three years ago, members of the St. Louis Clergy Coalition - made up of local black ministers - accused the tobacco industry of targeting African-Americans.
Some scoffed at the ministers. They argued that the tobacco industry didn't target blacks any more than it did other groups.

Now it turns out that the ministers are having the last laugh. But the information revealed last week is no laughing matter.
   That information disclosed the industry's attempts to target blacks and, in particular, black youths.
   As an example, a 1973 Brown & Williamson Tobacco Corp. document on blacks said that the bulk of sales increases in the company's KOOL brand was among 16- to 25-year-olds. "At the present rate, smokers in the 16-25 year age group will soon be three times as important to KOOL as a prospect in any other broad age category, " the document said.
   Another document, this one from 1978 by the Lorillard Tobacco Co., said that the success of its Newport brand had been "fantastic during the past few years."
   Although the study said the brand was being purchased by blacks of all ages, it stressed that "the base of our business is the high school student."

The tobacco industry is a double-edged sword in African-American communities. Over the years, the industry has supported black events, businesses and, yes, politicians. Black-oriented magazines often feature lots of cigarette ads, with models appearing to look cool or sexy by smoking. If you want to be part of the in crowd, the ads suggest, you should smoke. And the tobacco industry is a major advertiser in black newspapers.
Such support makes it difficult for some black individuals and groups to come to terms with the issue.
I was on the board of the National Association of Black Journalists eight years ago when it considered rejecting underwriting for its annual convention from the tobacco industry. The issue was hotly debated, and board members ranged from those who thought that accepting the underwriting was fine, to others who looked upon it as "blood money." Ultimately, the board wisely chose not to take the money.

Still, the documents, released last week by Rep. John Conyers, D-Mich., should make even the tobacco industry's greatest supporters pause.
"These documents make clear that the tobacco industry was targeting blacks, including black teen-agers, at the same time the industry knew that tobacco was addictive and caused lung cancer and other smoking-related disease, " Conyers said.
The news is especially reprehensible because of the high occurrence of smoking and lung cancer among blacks. Lung cancer accounts for 25 percent of all cancer cases in black males, compared to 14 percent of all cancer cases in the general population. Between 1950 and 1985 the occurrence of lung cancer increased 220 percent among black men, compared to 86 percent among white men.

The information about targeting blacks is bad enough.
   Other documents indicate that the industry also worked to entice children to smoke. A 1975 memo by R.J. Reynolds said: "To ensure increased and long-term growth for Camel filters, the brand must increase its share penetration among the 14-24 age group, which have (sic) a new set of more liberal values and which represent tomorrow's cigarette business."
   Another memo from the Brown & Williamson company suggested the idea of adding sweet flavors, such as honey or apple, to cigarette products to make them more attractive to children.
   At a time when 3,000 kids each day are believed to take up smoking, Americans should be outraged by the tactics of the tobacco industry.

In Missouri, Attorney General Jay Nixon is rightly pushing ahead with plans to sue the tobacco industry to recoup public money spent treating sick smokers.
As he develops the suit, he should take into consideration the heinous efforts by the industry to entice children and blacks to smoke.
He can do Missouri a great service by making sure that the industry pays through the nose for the damage it has caused in the name of making a buck.

Daniel Schesch - Webweaver

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