Word: filter
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When reports linking cigarette smoking to cancer first came out. at least 1,500,000 of the 38 million U.S. smokers forsook the habit, said the Agriculture Department. Since then, most of those who quit "probably have resumed, mainly using filter-tip cigarettes." Commented a tobaccoman: "The cancer scare is good for filters...
...Filters. As smokers switched, the phenomenal growth of filters sparked the industry's comeback. While sales of regular cigarettes have continued to drop since 1952, filters have risen from 1% of the market in 1952 to 30% last year, are heading for 40% in 1957. More than a dozen new filter brands have been put on the market in the past five years, and almost every one has moved up fast in the sales race. Reynolds' Winston, fifth-ranked in 1955, last year took over fourth place from Chesterfield. (Regular and king sizes are classified separately.) Liggett & Myers...
...filter boom is doubly gratifying to manufacturers. Filter cigarettes sell for 2? to 10? a pack more than regulars, but cost less to produce. Chief reason: they use a low-grade, high-nicotine, heavy-bodied tobacco to get the taste through to the smoker. This darker, heavier leaf wholesales for only 42? a Ib. (up from 25? before the big switch to filters), but far less than the 62? a Ib. for the lighter tobacco that goes into regulars. Because of the tobacco difference, the filtered smoke usually carries more nicotine than the average regular, and just about the same...
There is only one drawback: to promote the new brands is an expensive game. Fighting hard to push its late-starting Hit Parade in the filter race, American Tobacco Co. alone spent about $28 million on advertising last year...
Once his steps ranged beyond his favored places-Sussex, France, Rome-Belloc's zeal turned to disgust. He described Germany as "an odd filter through which civilization gets to the Slavs." He despised the Tyrol ("detestable"), the Kremlin ("quite insignificant"). Angry, this mind spewed along. Max Beerbohm said, "like a Roman river full of baskets and dead cats"; fixed, it set in hard grooves. "I suppose," said Beerbohm, on hearing that Belloc had witnessed cricket, "he would have said that the only good wicket-keeper in the history of the game was a Frenchman and a Roman Catholic...