Jump to full article: Gawker, 2008-08-21
Author: Hamilton Nolan
Intro: "The truth is that Lorillard markets its Newport brand cigarettes to adult smokers of all ethnicities," writes Lorillard CEO Martin Orlowsky to the Chicago Tribune today. . . .
Lorillard doesn't have to market disproportionately to African-Americans, because the market share of menthols in the black community is already massive. Look at Orlowsky's own math:
The truth is that there are twice as many Caucasian menthol cigarette smokers as there are African-American menthol cigarette smokers.
African-Americans are about 13% of the US population. Whites are about 74%. There are roughly six times more whites than blacks in the US, but only two times more white menthol smokers. Disparity? Duh. . . .
Newport cigarettes contain menthol, which may make them less harsh-tasting and easier for experimenting teens to smoke, Gerlach and colleagues say. They also suggest that expanded advertising campaigns may have helped increase the brand’s popularity.
Nobody has to target underage smokers. Target 18-year-old smokers! Their kid brothers will totally pick it up.
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