After the esteemed actor Philip Seymour Hoffman died in February 2014, press coverage of the “heroin epidemic” exploded. Mentions of that phrase in the newspaper and wire service articles catalogued by Nexis rose from 681 in 2013 to 3,222 in 2014, an increase of almost 400%. Yet Hoffman—who by his own account used heroin in his early 20s, then abstained for more than two decades before taking up the habit again in 2013—was hardly representative of the upward trend in heroin use that began around 2008, which consisted mainly of people trying the drug for the first time.

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