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^LErNOM[ LUDLOW 4-8600 THE NEW YORK BOTANICAL GARDEN BRONX PARK NEW YORK 58. N. Y. CHAIRMAN OF THE •OARD VICE-PRE.IDENT TR[A.IlNIR JOSEPH R. SWAN FREDERICK S. MOSELEY JR. ARTHUR M. ANDERSON PRESIDENT DIRECTOR CHARLES 0. HARDING WILLIAM J. RO!lINS Yarch 28, 1952 I 2-'r. H. E. Gercken P. Lorillard Co. Inc. 119 West lt0th Street New York 18, N. Y. Dear 1•ir. Gercken: May we first congratulate you on your new product "Kent". When we found they were available, we immediately numbered ourselves among the earliest "testers". They certainly conform in performance to the claims made in your co:ipanyls advertisements. In reading of your new product we were reminded of our past and pleasant contacts regarding the advertising potentialities of the original Lorillard Snuff Mill. We, therefore, thought it an appropriate time to provide you with current data on developments affecting it. You may be interested to learn we are proceeding with the conversion of the I•"ill in to a public restaurant and a meeting place for civic, fraternal and similar organizations. The architects' planning is advanced to the point where it will be only a matter of a few weeks to working drawings. They predict we will be in full operation by Spring of next year. This offers a fine opportunity for considerable publicity on a "gala opening" at a season when the Garden -di.ll be donning its best outdoor dress. Of course, prior to that event we taill have some form of "dedication ceremonies" which are another promotion medium. We are certain of extensive news coverage on both occasions. Because we are scientific-educational institution such "free advertising" is readily accomplished. The paid advertising of the concessionaire will also be a.n important factor in keeping the name and fame of the rlill before the general public. We understand that Yr. Kent soon plans to discuss our overall proposals i,•ith your advertising staff. In this connection we felt a further detailing of our thoughts on the subject might prove helpful for final policy considerations. The Lorillard Snuff r:ill distinctly and directly establishes the record of your company as the oldest manufacturer in the United States doinc- business in the same field and under the same name since its inception. The conservation of the r11ill as a place for public relaxation and pleasure will indelibly impress its identity on the annual - and ever increasing - visiting population of The New York Botanical Garden. p ti Additionally, the advertising mentioned coupled with news reports of W events scheduled at the Mill, will continually and copiously broaden the identi- (Z fication of your company and its fine co-mnodities. c.J N -1

I I yx, Gercken < -2- March 28, 1952 As can be seen, The Snuff Mill presents to the P. Lorillard Co., the unusual combination of a permanent advertising media for only a one-time investment deductible from state and federal income taxes. In brief, a saving of money purchases a permanent advertisement. This apparent contradiction is nevertheless fact. l;le are candidly hopeful now that our project is in progress, we may count on the assistance of the P. Lorillard Co. to hasten its early completion. Platurally, the sooner it is finished, the quicker benefits -kiu insure to all concerned. We trust those responsible for your advertising budgets and programs will be favorably disposed to the unique and effective media we suggest. Sincerely yours, J. Mark Kerans J1,Y:RTIF / Admnistrator t