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According to Keith Wailoo, author of Pushing Cool: Big Tobacco, Racial Marketing, and the Untold Story of the Menthol Cigarette , advertising consultants advised their tobacco clients in 1971 that African Americans were open to exploitation and lived in neighborhoods that provided new opportunities in the menthol cigarette market. Wailoo examines how the tobacco industry framed Black people as a niche market and the industrys evolution its secrets, practices, and power