Numlock Sunday: Yusra Murad on Juul's awful year

By Walt Hickey

Welcome to the Numlock Sunday edition. Each week, I'll sit down with an author or a writer behind one of the stories covered in a previous weekday edition for a casual conversation about what they wrote.

This week, I spoke to Yusra Murad who just last week wrote wrote Juul Takes a Hit After a Long Year at Morning Consult. Here's what I wrote about it:

Juul, a subsidiary of a powerful tobacco conglomerate that makes one of the most addictive substances on earth taste like candy and puts it within reach of children, has taken a bit of a ding to their reputation. Since July 2018, according to Morning Consult’s Brand Intelligence ongoing survey, Juul’s net favorability has fallen by 22 points. Among the 6,355 responses collected in the 30 days preceding September 12, 33 percent of those surveyed had an unfavorable opinion of the vapemonger, compared to just 10 percent who were then fans. Among adults aged 18 to 21, Juul’s net favorability is -27 percentage points, ahead of th…