The action follows a similar 2003 arrangement under which publishers provide “classroom” editions of magazines without tobacco ads for schools. Officials said the latest agreement was needed because school libraries often don’t subscribe to the classroom editions: A New York State Department of Health survey, for example, found that 70% of 223 libraries in middle and high schools shelved the regular editions.
However, Advertising Age pointed out June 21 that publishers won’t unilaterally remove tobacco ads from the school library copies. Instead, they will offer tobacco advertisers a “selective binding” option—to be available before the start of the next school year—to have their ads removed at no additional cost.
Posted June 24, 2005.