Tobacco Documents Online

f HORACE R. KORNEGAY Presidenf Mr. Curtis H. Judge Lorillard, A-Division of Loew's Theatros,-lnc. 200 E. 42nd-Street New York, NY 10017 -Dear Curt:- As the National-Cancer Advisory Board prepares its attempt to justify its "tar"-nicotine legislative recommendation to-the President, with -a December 1 deadline, it is most important for us to be able to show that your own manufacturing and marketing practices make such legislation unnecessary. One aspect of this-is the special emphasis ir.=advertising-on brands with relatively low yields. From data which you have given to the FTC, the agency has reported that the industry devoted 17.8 percent of its advertising expenditures last year to lower-yield brands (15 milligrams "tar" and below) while realizing only 8.9 percent of its sales from these brands. In order for us to be in a position to amplify on these-statistics, we request urgently that your company fill in the attached schedule (note that it does not require identification of the company) and return it to me by November 15. With the composite figures, we are confident a we can emons ra e an even more meaningful performance than the FTC figures have suggested. For one thing, we believe we will have a record of relatively little or no promotion in the higher yield ranges. Please be assured that individual company responses will be kept in- complete confidence, as was the case with a similar survey to which the major companies responded four years ago. At that time we were able to publish-composite data showing that, contrary to the predictions of those who sought further regulation, former broadcast advertising funds were not altogether transferred to other media. Thank you for your cooperation in-this important matter. Sincerely, Horace R. Kornegay njP enc