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Am J Public Health. 2012 Apr;102(4):739-50. doi: 10.2105/AJPH.2011.300180. Epub 2011 Nov 28.

Quid pro quo: tobacco companies and the black press.

Author information

1
Department of Social and Behavioral Sciences, School of Nursing, University of California, San Francisco, USA.

Abstract

OBJECTIVES:

We explored the relationship between tobacco companies and the Black press, which plays an important role in conveying information and opinions to Black communities.

METHODS:

In this archival case study, we analyzed data from internal tobacco industry documents and archives of the National Newspaper Publishers Association (NNPA), the trade association of the Black press.

RESULTS:

In exchange for advertising dollars and other support, the tobacco industry expected and received support from Black newspapers for tobacco industry policy positions. Beginning in the 1990s, resistance from within the Black community and reduced advertising budgets created counterpressures. The tobacco industry, however, continued to sustain NNPA support.

CONCLUSIONS:

The quid pro quo between tobacco companies and the Black press violated journalistic standards and represented an unequal trade. Although numerous factors explain today's tobacco-related health disparities, the Black press's service to tobacco companies is problematic because of the trust that the community placed in such media. Understanding the relationship between the tobacco industry and the NNPA provides insight into strategies that the tobacco industry may use in other communities and countries.

PMID:
21852652
PMCID:
PMC3362199
DOI:
10.2105/AJPH.2011.300180
[Indexed for MEDLINE]
Free PMC Article

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