How cigarette companies smoked out teen readers.

• Position: Graph Exercise

The hottest controversy over ads aimed at teens involves tobacco. Until a few years ago, the focus was on ads with Joe Camel and cigarette signs at sports events, video-game arcades, and malls--all of which, critics said, appealed to teens. In 1998, states and the tobacco companies entered into the Master Settlement Agreement, zapping those ads and others that appealed directly to teens. Researchers found, however, that starting in 1999, tobacco companies shifted their ad budgets to adult-oriented magazines in which readership was at least 15 percent teens. Information in this graph shows magazines' percentage of teen readers and their increase in revenue from cigarette ads in the year after the Master Settlement Agreement.

Sources: Massachusetts Department of Public Health, Abt Associates Inc.

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1. Which magazine has a higher percentage of teen readers than the percentage increase in its cigarette ad revenues?

2. Which magazine's teen readership and increase in ad income register almost 30 percent?

3. How much higher is the increase in ad income in Outdoor Life than in Elle?

4. Which magazine's ad revenue is almost exactly half that of Essence?

5. Two pairs of magazines...