732 



Now, the American Medical Association found that since 1987, 

 Mr, Johnston, the Joe Camel campaign has, for under 18 year old 

 smokers, increased from 0.5 percent share to 32.8 percent. The 

 study concluded that the 32 percent market increase was worth 

 $476 million to R.J. Re3niolds. That's a remarkable coincidence, 

 isn't it? 



Mr. James Johnston. Mr. Congressman, those numbers are 

 false. Now, I want to be very clear. We do not survey anyone under 

 the age of 18. So I cannot provide you with R.J. Reynolds' data 



Mr. Synar. It is your position that the American Medical Asso- 

 ciation study is false. 



Mr. James Johnston. Absolutely, 



Mr. Synar. Thank you. 



Mr. James Johnston. No question about it. 



Mr. Synar. Thank you, Mr. Johnston. 



Mr. James Johnston. I rely on the U.S. Government for those 

 numbers and 



Mr. Synar. Mr. Johnston, thank you. 



Mr. James Johnston [continuing]. The U.S. Government dis- 

 agrees with the 



Mr. Synar. R.J. Reynolds spokeswoman Mora Payne Ellison told 

 the Washington Post Magazine, Mr. Johnston, the following. "We 

 don't do research among young smokers because we don't think 

 young people should smoke." Yet, in December of 1991, again, the 

 American Medical Association found that 91 percent of the children 

 age 3 through 6 could match Joe with a Camel cigarette, which 

 means, Mr. Johnston, that Joe Camel was as well known as Mickey 

 Mouse. 



Do you still maintain that Joe Camel cartoons are not targeted 

 toward children? 



Mr. James Johnston. Congressman Synar, when 



Mr. Synar. It's a simple question, Mr. Johnston. Do you con- 

 tend — you do contend that Joe Camel is not targeted toward chil- 

 dren. 



Mr. James Johnston. Clearly and absolutely. 



Mr. Synar. All right. 



Mr. James Johnston. But I can explain 



Mr. Synar. Mr. Johnston, I would ask you to submit to this sub- 

 committee all the documents and other materials produced in con- 

 nection with the Joe Camel advertising campaign from your com- 

 pany and your advertising firms since its inception, including inter- 

 nal memos, reports, presentations of any kind, story boards, results 

 of focus groups and marketing surveys, and any material within 

 that description. Will you provide that for the subcommittee? 



Mr. James Johnston. Absolutely. We have provided 60,000 

 pages of documents already to the U.S. Government. To help mini- 

 mize any environmental impact, I can direct you to where those 

 documents are already supplied. 



Mr. Synar. Mr. Campbell, has Philip Morris done any research 

 of any kind on the Joe Camel advertising campaign and its effec- 

 tiveness? 



Mr. Campbell. I'm not acquainted with anything specifically. 



