“The National Cancer Institute presents this 19th monograph in the Tobacco Control Monograph Series, The Role of the Media in Promoting and Reducing Tobacco Use. Monograph 19 provides a critical, scientific review and synthesis of the current evidence regarding the power of the media, both to encourage and to discourage tobacco use. It is the most current and comprehensive summary of the scientific literature on media communication in tobacco promotion and tobacco control. Research included in the review comes from the disciplines of marketing, psychology, communication, statistics, epidemiology, and public health. All are vital to understanding how exposure to the media influences tobacco use.”