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Only smokers need apply.

Increasingly, that's the sentiment behind a number of tobacco marketing programs that offer shunned smokers benefits not always extended to non-smokers.

Philip Morris USA, for example, runs ads in alternative weeklies in cities such as San Francisco to promote parties in nightclubs for smokers. That's despite the fact smoking isn't allowed in clubs in California.

R.J. Reynolds Tobacco Co. runs club events in the name of its Camel brand, providing branded napkins, coasters and matches, samples and sometimes entertainment. In states where smoking in bars isn't permitted, the samples can only be enjoyed on outdoor patios, a spokeswoman said.

Bar napkins are a media vehicle for RJR's Winston -- also used as ad inserts in alternative weekly publications. They carry copylines that reflect Winston's "No bull" personality, such as "Your phone number here" on one side and "Your real number here" scrawled on the back.

RJR's Salem takes top prize for creative use of "alternative media" to reach of-age consumers. It buys space over urinals and on the doors of bathroom stalls. Ads carry targeted copy such as "Like you, we travel in packs," and "The latest

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