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The article focuses on a paper related to smoking cessation, published in the May 2004 issue of "Journal of General Internal Medicine." The steady decline in cigarette consumption observed in the U.S. since the 1960s supports the view that the cigarette companies are slowly losing their grip on smokers. As cigarette consumption has fallen the major cigarette manufacturers in the U.S. have responded by spending more, not less on market research, advertising and promotions in an effort to expand and retain market share. Cigarette companies have invested mostly heavily and competed most aggressively to capture and retain young adult smokers. The difference between health awareness and health concern is something that cigarette makers have carefully considered in their marketing plans.