Word: mall
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Dates: during 1940-1949
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Papa Riggio's boss, American Tobacco's fabulous President George Washington Hill, smiled too. Ever since the famed Cremo anti-spit campaign had failed to turn the ebbing tide of the cigar business, his cigarmaking subsidiary, American Cigarette and Cigar Co., had been a headache. The Pall Mall cigaret, which A. C. & C. had put out in a 15? Americanized version in 1936, fizzled despite a costly advertising campaign. So Hill borrowed Frank Rig gio's idea. He lengthened Pall Mall to King size, kept Young & Rubicam, whom he had hired in 1938, to do the advertising...
...first gave the new Pall Malls an upstage atmosphere, then changed its campaign to emphasize the bigger size. It incidentally capitalized on growing U. S. militarism by putting the comparison in the hands of uniformed sailors, soldiers, marines. Last week, like most advertising George Hill has anything to do with, this idea became so overpowering that The New Yorker was driven to puncture it (see cut). But unlike any advertising agency George Hill had dealt with before, Young & Rubicam had already (as of Jan. 14) resigned the Pall Mall account. Rumored reason: George Hill demanded too much service even...
Whether Frank Riggio's idea, Y. & R.'s ads or George Hill's inspired hunch-playing was responsible, Pall Mall had struck a bonanza. It sold 4,000,000,000 cigarets in 1940, seven times its former volume. Last week Profit-Maker Hill, pleased as spiked punch, translated this into dollars for his stockholders. To American Tobacco's 1940 net of $28,311,783 (up 7% over 1939), American Cigarette and Cigar had contributed $1,458,107 (up 276% over 1939). The subsidiary's Pall Mall division had changed a $780,902 loss...
...plant in Brooklyn and $175,000 in machinery, sold 800,000,000 Regents, a 300% increase over 1939 and enough (even with Regents' high-cost cardboard box) to net him a profit. But George Hill was by now far ahead. His two entries, Tareyton and Pall Mall, blanketed 70% of the new market...
Thayer and Weld, by cutting off the mall, created a new "Yard" to the east of University Hall between the chapel and the library. Sever was built (1878-1880) to close this on the eastern side. Robinson and Emerson beyond its form an open-sided quadrangle on Quincy Street, which is of course the English scheme previously referred to. Then President Lowell, by building Lionel, Mower, Straus, Lehman, and the Wigglesworths, brought back the "fringe" system proposed in Bulfinch's day, so that now all of the various plan schemes are represented in the composite group on the college plot...