At last, the long (85 millimeters long?) awaited moment has arrived. I've had a few requests to type in the FULL Philip Morris story that I posted parts of a few days ago, so here goes: (Disclaimers: I am posting this for informational purposes only. The views expressed in the story are not necessarily my own. Please do not flame me or mention me in any flames related to this story. This story reprinted without permission. Typos are mine. [Material in brackets [] is mine]. Thanks.) ------ THE WALL STREET JOURNAL. Thursday August 13, 1992. Page B1 Advertising [Column] by Joanne Lipman PHILIP MORRIS TO PUSH BRAND ON GAY MEDIA The tobacco industry, after being beaten back in its controversial efforts to woo blacks and women, may be turning its marketing muscle on another minority: homosexuals. In a move that could prompt renewed fury over tobacco marketing, industry giant, Philip Morris Cos. next month will unveil Benson & Hedges Special Kings - an 85-millimeter version of its longer, upscale smoke - with ads directed in part at the homosexual market. Among other publications, the brand's introductory ad campaign is scheduled to appear in the October/November issue of Genre, a fashion and life style magazine for homosexual men. The ad campaign apparently marks the first time that a major tobacco company has advertised in the national gay press. Philip Morris stressed that its new Kings brand, scheduled to be introduced Sept. 7, is geared to young, affluent smokers, not just homosexuals. Philip Morris plays down advertising in homosexual magazines, saying Genre represents only a tiny fragment of a media plan that includes such mass publications as Esquire and GQ. The brand is designed for smokers 21 to 34, male and female, a spokeswoman said. "Genre happens to reach part of the market we're looking for." Yet the move to advertise in the national gay press is unprecedented for a tobacco company as conservative as stodgy Philip Morris, the very company behind the macho Marlboro Man. It reflects the economic realities facing all tobacco marketers today. Smoking continues to decline at a rapid clip and loyalty to premium-priced brands is eroding. The gay market, meanwhile, "has more brand loyalty and discretionary dollars," says Don Tuthill, Genre's publisher. "We're the people who spend a few more dollars, and we'd probably switch brands" to support a marketer that caters to homosexuals. Philip Morris's plans to include the homosexual-oriented publication in its advertising is already inflaming critics. "We're opposed to any kind of targetting, whether its youth, women, blacks, hispanics and now gays," said Scott Ballin [sic] a spokesman for the anti-smoking group Coalition for Smoking or Health, when told of the cigarette giant's campaign. For the critics, Philip Morris's pursuit of homosexuals is reminiscent of efforts of the rival RJR Nabisco to target blacks and blue-collar women. More than two years ago the public outcry over those plans forced RJR to shelve Uptown, a smoke targeted to blacks. Shortly afterward, RJR also succumbed to public pressure and dumped Dakota, a sort of female version of Marlboro designed to appeal to "virile females." Philip Morris's effort-even as part of a far broader marketing mix - amounts to "the same thing," Mr. Ballin contended. Yet the homosexual market may be too tempting to pass up, particularly for Benson and Hedges. The brand has been hemmorhaging share points in recent years, despite a switch in ad agencies and campaigns in an attempt to revive it. Currently, Benson & Hedges is the eighth-largest brand in the U.S. with a 3.2% share, according to the Maxwell Consumer Report. Among homosexual men, though, Benson & Hedges is the second most popular brand, with an 11% share, according to Overlooked Opinions, a Chicago consulting firm specializing in the homosexual and lesbian market. "It might be an aggressive strategy to resuscitate the brand" by openly courting the homosexual market, suggested Edward Popper [sic] , dean of Aurora (Ill.) University"S School of Business and Professional Studies. But he warned: "It is a risky strategy> There are enough homophobes out there that if they saw it as a 'gay product' they wouldn't smoke the brand. Philip Morris is risking that franchise." At Philip Morris, though, the spokeswoman scoffs at these concerns. "No marketing decisions were based on 'gay affinity' for the Benson & Hedges brand," she said. "The whole thing is very simple" The only reason we're in this publication is because it reached young adult males, aspirational, with higher-than-average income." In any case, other broad-based marketers have taken the risk without any major backlash. Absolut vodka was one of the first advertisers to test the waters with ads in gay publications, and is now one of the biggest advertisers in the gay press. Other advertisers in the current issue of Genre - which features a cover story called "Mr. & Mr. Jackson-Paris," about a Mr. Universe and his model "husband," include Virgin Atlantic Airways, Hiram Walker & Sons Inc's Opal Nera Sambuca, Naya bottled water and Carillion Importers" Bombay Sapphire gin. Philip Morris's choice to advertise in the homosexual publication is another "sign that the tide is turning. Major marketers are beginning to understand the niche market mentality," says Genre's Mr. Tuthill. It's a very significant turning point." Mr. Tuthill fully expects a backlash from activists incensed that the tobacco giant would market a potentially lethal product to homosexuals. Already, the homosexual population appears to have a slightly higher incidence of smoking than the general population. Just over 25% of adults nationwide smoke, according to the Centers for Disease Control's Office on Smoking and Health. But about 27% of adult homosexuals smoke, estimates Overlooked Opinions. And Genre has already gotten complaints for taking so many liquor ads, which critics say contributes to alcoholism among homosexuals. But Mr. Tuthill- whose magazine, of course, relies on attracting national advertisers of any stripe for survival - defends the rights of so-called sin products to target homosexuals. Its the people, not products, that cause problems, he insisted. "We all have a choice; We can choose to smoke or not to smoke. We can't be everybody's keeper." [end of main body of article] [A graphic is presented of largest cigarette brands in the general population and among gay men. The source for the general population data is attributed to The Maxwell Consumer Report (based on shipments. The source for the data on gay men is attributed to Overlooked Opinions (based on a survey of personal preferences. Here are the rankings: General Population: 1. Marboro 2. Winston 3. Salem 4. Newport 5. Doral 6. Kool 7. Camel Gay men: 1. Marlboro 2. Benson & Hedges [three brands are listed as #3] 3. Winston Camel Salem 6. Merit 7. Pall Mall ---------- That's all folks... again, please please please note and abide by disclaimers above. Thanks.]