Background: Despite the provisions of legislated tobacco advertising bans for television and radio (1971 and 1998), fruit and sweet flavored cigarette advertisements proliferate in the print media. Government surveys have shown that as many as 20% of smokers 17 – 19 years of age had used flavored cigarettes in the 30 days prior to the survey. Tobacco companies continue to market their product in magazines read by teenagers, in the attempt to increase tobacco consumption among this group. Purpose: The purpose of the study was to analyze the trends in cigarette advertising from 1992 – 2006 in selected magazines that have a high proportion of teenage readers. Significance: According to the CDC, every day about 4,000 American youth aged 12–17 years try their first cigarette and many will develop tobacco-related diseases. Although the percentage of high school students who smoke has declined in recent years, rates remain high: 23% of high school students report current cigarette use (smoked cigarettes one or more of the 30 days preceding the survey). It is quite possible that advertising has contributed to this use. Methods: Five magazines with a minimum reported teenage readership of 15% were selected for inclusion in the study (Sports Illustrated, Rolling Stone, Ebony, Vogue, and TV Guide). All cigarette advertisements from the January, April, July, and October issues were analyzed to determine the trends and characteristics of the advertisements that appeared between January 1993 and October 2006. Selected Findings: Over 1000 cigarette advertisements were included in the analysis. Preliminary analyses showed that the advertisements tended to decrease in size, the presence of alcohol was marked, and the concept of tradition (e.g., “come to where the flavor is;” “be authentic, be true), still persists. Social acceptance, ruggedness, risk versus adventure, and sex also persisted, but the use of cartoon characters (e.g., Joe Camel) disappeared. The presence of smoke in the advertisements decreased, as did the presence of the cigarette in the mouth of the individual who was “smoking.” Conclusions: Banning the advertising of cigarettes on television and radio has made the tobacco advertisers turn to other venues. The tobacco companies still spend billions of dollars to advertise cigarettes in magazines with a high teenage readership. Although some changes in the overall trends of cigarette advertising have occurred, health educators should be aware of the major effect magazine advertising can have on the initiation and continuance of cigarette smoking by teens.Keyword(s): high school issues, marketing/public relations, youth-at-risk