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states signed a Master Settlement Agreement with the four largest tobacco companies in the United States. The agreement prohibits tobacco advertising that tar-gets people younger than 18 years of age. Methods We analyzed the trends in expenditures for advertising for 15 specific brands of cigarettes and the exposure of young people to cigarette adver-tising in 38 magazines between 1995 and 2000. We defined cigarette brands as “youth ” brands if they were smoked by more than 5 percent of the smokers in the 8th, 10th, and 12th grades in 1998; all others were con-sidered to be “adult ” brands. We classified magazines as youth-oriented magazines if at least 15 percent of their readers or at least 2 million of their readers were 12 to 17 years old. “Reach, ” a standard measure of ex-posure to advertising, was defined as the number of young persons who read at least one issue of a mag-azine containing an advertisement for a particular brand of cigarette during a given year