R.J. Reynolds Tobacco Company's Practice On Placing Print Advertising

As part of our placement practice, we:

• Review audience-measurement data regarding the age of a publication's readership.

  –	Where data are available on a publication's total readership aged 12 or older, we will only consider advertising in magazines with readership of at least 85 percent 18 or older.

  –	For publications where audience measurement data are available only for readership age 18 and older, we consider advertising only if the median age of the audience is age 23 or older.

• Analyze the editorial content of the publications over time to be sure the topics covered have adult appeal and focus.
• Evaluate the other advertisements which appear in those publications to ensure that they are products which have adult appeal and focus.
• Assess such factors as the publication's business stability, circulation dynamics and method of distribution.