Word: mckitterick
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...finance promotion. Camel advertising costs R. J. Reynolds Tobacco Co. some $10,000,000 annually. But during Depression, two oldtime tobacco men discovered another and a cheaper method of selling cigarets. They were Reuben Morris ("Rube") Ellis, long time president of Philip Morris & Co. and Leonard Burnham ("Mac") McKitterick. Their cigaret was Philip Morris English Blend, which is now crowding Old Gold for fourth place in the roster of fastest selling U. S. brands. Their company was Philip Morris & Co. which, before they got their bright idea, made cigarets but not Philip Morris English Blends...
Last week Philip Morris & Co. reported profits of $2,400,000 for the fiscal year through March. That was nearly $1,000,000 more than the year before, and almost five times the figure for 1933, the year that Messrs. Ellis and McKitterick crashed not the 10? field, which was then booming, but the toughest field...
...rise of Philip Morris dates from 1931, when Messrs. Ellis and McKitterick, with some friends, got control of Philip Morris and Continental Tobacco Co. When they took stock of the business, they found themselves with various pipe tobaccos, expiring luxury cigarets and the two volume brands, Paul Jones (10?) and Marlboro (20?). Marlboro had always done well, was earning dividends for the whole company. But its 500,000,000-per-year sales were about the top for a 2O? brand. In Paul Jones there was little money at 10?. Nevertheless, Paul Jones and other 10? brands had scared...
Messrs. Ellis & McKitterick were well aware of the fact that the dealer was fed up with profitless prosperity. They also knew that they enjoyed considerable personal prestige in the trade. As crack salesmen for the old Tobacco Trust, later for Melachrino, and then as vice presidents of Tobacco Products Corp., they had built up reputations for giving dealers a break. President Ellis could cash a check in any cigar store in any U. S. city of 5,000 or more. All in all, the time seemed ripe for a 15? cigaret that really sold...