MAGAZINES HESITATE TO ACCEPT ANTISMOKING ADS

Many magazine advertising managers would have concerns about publishing an antismoking ad, a new survey shows. The concern is greater if the magazine currently accepts advertising from tobacco companies.

Of the 57 magazines surveyed by Steven Bishofsky at the University of Washington's School of Communications, 38 (67 percent) accepted tobacco advertising and 18 (33 percent) did not. Of those that accepted advertising, more than 30 percent expressed concern about offending tobacco advertisers and more than 60 percent worried about what would happen to their tobacco advertising revenue if they ran an antismoking ad.