 In the 1960s, Lorillard specifically targeted African Americans to sell Newport cigarettes.Lorillard increased its African American market budget by 87% over 1968 due to increased efforts marketing its menthol cigarette, Newport, to the African American market.Government surveys in 2011 revealed that menthol cigarettes dominated 30% of the overall market, and over 80% of black smokers prefer menthol as opposed to 22% of non-Hispanic white smokers.