Ten years after the Federal Trade Commission won their battle to ban the use of the Camel cigarette character Joe Camel in advertisements they claimed were aimed at young adults, America’s second largest tobacco company, RJ Reynolds, announced this week that, starting in 2008, they would no long run any cigarette advertising in consumer magazines or newspapers promoting any of their flagship brands like Camel, Winston, Pall Mall and American Spirit. “Instead,” writes NY Times advertising columnist Stuart Elliott, “Reynolds said it would concentrate its marketing in three areas that already make up the bulk of its spending: stores, bars and nightclubs; web sites; and direct mail.” And although RJR’s print ads account for less than five percent of the hundreds of millions of dollars they spend on marketing each year, this decision will certainly be a huge blow for the old-guard publishing industry already plagued by plummeting advertising revenue. RJR also maintained that their decision to pull print ads had nothing to do with two recent controversies: one involving a Camel Filters ad that ran in a November issue of Rolling Stone magazine; the other, a series of ads promoting Camel No. 9, a brand aimed at women.