From: buckmr@marcus.its.rpi.edu (Ron Buckmire)
Subject: Re: Why Benson Hedges #2 gay cigarette?
Date: Tue, 18 Aug 1992 19:10:03 GMT


This was posted to Gaynet@athena.mit.edu by Loren Meissner:

(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
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-- 
RON BUCKMIRE, 11 Colvin Circle, Troy, NY 12180-3735. ``D.C. in 93!''
vox:(518)-276-8910 fax:(518)-276-6920 buckmr@rpi.edu buckmr@rpitsmts.bitnet
 92 of the 400 richest Americans *inherited* their wealth. Source: _Details_.