Word: filter
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MADISON AVENUE calls it "the Filter Derby." U.S. Congressman John A. Blatnik calls it "a lot of hot air." In the hotly competitive tobacco industry, the claims fly thick and fast, with half the firms advertising that their filter fliters best of all. To settle the argument, the Federal Trade Commission wants a single, standard test for all filters. Meanwhile, for what the public, the companies, the U.S. Congress thinks, see BUSINESS ESSAY, Those Cigarette Claims...
...Knows Which Filter Filters Best...
...were trimming their deficits. Westinghouse Electric reported, along with increased net, that June orders were the highest of the year. Oil companies, squeezed by depressed prices and increased costs, were still showing skidding earnings. But tobaccos were still riding high on price increases and the popularity of filter tips. General Motors, only one of the Big Three to stay in the black for the quarter, thought the worst was behind. Said President Harlow Curtice of the auto industry: "There are indications that a modest upward trend has begun...
Rothmans was so bluntly frank because it is trying to plug its own filter brand (called Rothmans) at the expense of the industry. The company is struggling to win a major market in Canada, and Supersalesman O'Neil-Dunne, speaking in Toronto, claimed that Rothmans' king-size filter brand yielded 14.4% to 38.7% less tars than the four other bestselling Canadian filters. Furthermore, "an increasing section of scientific opinion believes that if the tar intake from a single cigarette were reduced to 18 milligrams,† there would be a significant reduction in the risk of lung cancer...
...least two U.S. filter brands - Kent and Hit Parade - carry less than 18 mg. of tar, while King Sano has 18.5 mg. and Parliament 19.6 mg., says Foster D. Snell, Inc., an inde pendent testing and research firm...