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r. - Advertisemesst ~Th.en Y®Li. Believe '. t In A Pr® duct. . . .}. Lorillard merchandising reflects two centuries of solid conviction ' EARLt OUTLET foribrilllard tobocclo andsnuff was the cowntrystore-post ofliceof the 1830s.like thott obave. Ihe 1840s saww another LbrilOord "first"e . privote-Ibbel!tobacco for dealers on a national ccale. P~9 tu: rntt.~ccethuniuess toclayis~~more c•'ompetitive than at auy.~ tiinc initshistory. Scores: ofl br:uids-regular„ kiiTg-sivc, filter-tip; tncntliolatecl-jostleezch other wherever cigarettes are sold. Likaevetyothereomlpany, Lorillard w,tntstokeep its products in tite fitrefrout. That it has done so;,antl expects to continuc: iseviclence of its excellent'relations,.vithtliose who rcpreseut the Iink betweru manufacture.r and ccrosumer: the 6,pUl(1 wholes:ilersand 1,5fk1;Qf10 retailers who handleIai;iT, OLt) C:OLD, \L;tY1'OItT anal SL'RI\G. hlaintaiiting such relations has hccn a Lorillard tr.ulition for two centnrics: Equally iml?ressive, over the years. have been Lorill:ud "firsts" in the field of merchandising. All have come finm the conviction that LorillarcU products arc worth "plitg- gin1;" because they are goorl'proclucts. As early as 1789, for example, Peter and George Lorillard advertised their tobacco with a money-hack guarantee (see page 14). In 15:36)'they confidently blazed a new trail with an olfer, nTailcd to every postmaster iui the conntry, to handle Lorillarcliprotlucts at retail. The offer itself was a clear fore- ° runnc r of direct-mail sellin And whcu hundreds of pos4nasters ~ N. y took it up,,thcry, in turn were on the way to becoming general }+T~' ~~ storckec:Pers- - Premiums were anotlter Lorillard merchandising specialty. ln 1SffJ I{rinuiitn nut its 100th-anniversarv CENTURY tohatccV. CURRENT OUTLET, the.food store, now.makes moretham holf ofall by-the-corton clparette sald:••s in America. Shown here i:a KENT~supermork'et promotion, with a Loritlard salesman, (lefr), soluiing! the store monager , thc company slipped $1011 inrvarious-sizc bills into a ranclbcrt p:tekarie fi•om each day i proalitction. Panting custorna•sc caused - svch a comtnotiowthat the authorities finallybanneditlloiclca as lining too closc to a lottery. Lntcr- u'hen cigarettes becantc popul:u-, Lorillard was in the vau u'ith tracling cards. Placcd'in oachipack, they featured a variety of subjQct ntattcr-actresscs and athletes, mtimals ancl flc»vcrs-and stimulatcd atimania for collecting in the happy days before VUorld'War I. LorillarePs entry into the blenclecl-cigarette field with OL'dT GOLD was rnarked by the first ase of large-scale eonswncm tcst- inT, ini U! S. business history. This was the sending out of anmarkoci blencls to thousands of smokers all over the conutry; askinf, thcut to pick their preference; the favorite thcn wass dubllecl OLl) GOLn and tcst-nutrketed for months before heing, distrihntccl nationally. Only four years later, OLD COLt) bccame the first brand evor to he wrapped in cellophaue. Eiom the carltcst clays, Lorillard kne.w the importctoce of workin f; closcly with those wlto actually sold its products. Thus in the 1930s thc company was among the fiistto rccogni•r.e the yttunl; but };rowiitl; vcnding-machiitc inclustry~and'tuday vend- ing machiucs,sell'better than 15 per cent of all the cii~arettes in America: Next camc snlrcrmarkets. Their mushroom grnwtli in,the 'Stls :mcl '40s,offcred a grcat potential, but few owners wauteaU lo Itaaulle cigarettos by the c•artou. Thcn iu, 1F?b1 Lorillard introcluced self-service racks for, c:trtons; h:df-cartnns ancl' packs. \4ore than half of all U: S. by-thc-carton cigarette s.Llcs now, are made by supermarkets and other food outlets. I.orillitrcl nscs, tnauy other me.rchanclisiui; aichc. lint uone would mcun much witiiuut the ine•n,who t?ursisteuth' makt• thcirr rcl;ular rounds,to calllun actistl aud LwtLntial ootlcts, oXlllain the tncritk ofl Lonillarcl prochtcts, maintaiuitha fricntlly pc•rsou:J relations which mcan so muehto li+isiness succcss: Tlu• Lorillartl z,etlcsman incleecl' is al special breed. \litny of', thu top mru in the company.'-frnm Rir.trel Chsirmetn Lcwix C:rnltcr ;tnel Presi- dcttt lliu-olcl 1?'Lcmplc dbwn-hcri:m thcir LorilLtrcl ccn'ocrn,as, sctlcsmun. Such ncu-allrm;,.vith thc huncll'ccls of salcsmurn frotn -whonu f nture ..top brass" mny, tuell come-help keep 16erilhtrd products in thrfitrrfront for otu^reasonc ThrY , bellecc in thenr. 13

Advertisement k *x ry>, ~ r~ .ic,I .'U!, a ?obacro fl Snuof 1hc brft quality FJ' flawr, At tho MenstaGSory,Tta,di Chathans flrtot,na.rthe 9AO1 i;y Pt?trrend Gcnrgf i.orHlardy W iaro atay bo had is fellnw. I Cutto4iQFo, frtp or rarrot do. 6o;nmon {ritttoot do. Macrut:a rfivR, Commen frno;lk',in;dor AsNoda, ;Fgart do. Ntralburphda. S.~iaa twl/4 Je. Cornm.n rapppo do. 'p,arall'do. ltt fmill rollt, OErntrd rapp@o do. afdi/. 11e do, fsrent kindt, ylo~tait do, Fcetah Ao. Ttsa aho.e 'I'osatoen end ®netT wifl lir hilif reafbnoat, and wrrrentrd st Sood a5ny on thocnnrincntr it sot found to prevt 6ood, any part of ltmay bir roturnr:d, if eot dam#&edi tf. 0. Yroper il~owantw will 1t enado to thofo that ~Ma~vaA4itY. M.y af~fMi 1789: Early Lorillard ad, complete with Ihdian. America's oldest tobacco advertiser is still going strong T itE ANNOUNCEMENT at left appeared! May 27,. 1789'in the New York Daily Advertiser. Part of a campaign begun by the Lorillard brothers two years before, it' is the earliest known example of. tobacco advertising-in ?imericai From it has come the whole range of advertisins; appeals offered' by Lorlllard (andother cowpanies/ over two ceuturies: That first Lorillard ad iras two noteworthy features besides its age. One is the money-back guarantee offered, su, elyone of the finstin U. S; business annals. The other is the Indian, the original user of tobacco. Lorill#rd has honored the Indian iirits trademark, its printadvertisins, and particularly in a series of eight documentary films (made between 1949 and 1955)) which have won 14 different awards and have been seen by more than a 1lundred: million viewers. Lorillard advertising originally was concentrated in newspapers and bill posters (the latter not des- tined to survive)~ Later, the growing audience of magazines made that medium attractive. Ih 1913the company even brought out'one of'its own-Lcrillards llagazine-which sold nationally at 5¢ a copy and carried the work of! such world-renowned writers as Booth Tarkington, O:, Henry; Ring Lardner and ItviwS. Cobb. ' - Meanwhile the members of the Lorillard family helped advertise the firm personally. Most notable was Pierre h,orillArd IV, who knew how to enjoy the money he made from the tobacco business. His race horses were famous on both sides of the Atlanfic- in 1881 his Iroquois became the first American horse to win the English Derby-and their success did nothing to conceal the Lorillard name. This same Pierre founded' Tuxedo Park, the famous socialite vummmiitv near New York, and even iiesit;ned' ttie j:iui,et which, iuevitablv, was calied the cuxedu.. Though no Lorillards now are in the firm, the 1926:, Praise for o now product. ' name more than ever stands for good! to- bacco-and the com, pany still is eager to tell people about it` Tlid launching of OLD COLD brought a se- ries of' advertising innovations. First, of I course, was the "blind- fold test." Then in 1927 Lori119rd intro- duced sky advertising -a chartered airplane equipped with enter- tainers, an announcer and a loudspeaker to tell earthbound mortals about OLD GOLDS. In print ad- vertising, Lorillard was first to use comic strips, the John Held .(°'#7"~'.mr^r ..:~3!~f~'.r+T."Y,y'w.?fnPC 1xv~. ~ •. _. roduct its i t t d p d i ' ~~` ec s p on ... an ro mpress ., Lorillar t! ma~es a goo : ~ Maintaining brand identification and protecting shipping container, that.reflects the quality of the the product in shipmcnt are problems 'every product it contains ... and protects it from rough manufacturer faces.,P. Lorillard solbed them by handling during shipment. Have ,you a problem calling,on Interstate. The result? A'eorrugat'ed we can solve? J..;.. - ~.,::;~ ii~THISTATE CONTAINER CORPORATION National Sales Office: Glendale, Long Island 27, N. Y. ow11 : 14

I flappers, the Petty girl'and Ripley's Believe It or Not. When radio proved itself as a mass medium Lorillard was quick to take advantage of it, The company sponsored the first coast-to~coast network program (Paul Whiteman, 1928) and the first use of a Broadway theater for a radio program (produced by George M. Cohan, 1932). It also helped popu- larize, among others, the Dorsey Brothers, Bing Crosby; Frank Sinatra; and Fred Waring and' his Pennsylvanians. , Televisiom brought' similar action. Since its first sponsorship of the Orio nal Amateur Hour in 1948, the company has spread its sales message via almost t 'Z'sC ' .,.JW9X L a j. , 1 1959: Elegance marks NEWPORT commercial on,N. ~ Advertisement 1959: The sky over Manhattan heralds SPRING. every type of program from news and sports to Westerns, detective thrillers, quizzes and variety shows,reaching in the process about 90 per cent of U. S: television homes. OLD GOLD in particular won wide recognition on early TV through the famous Old Cold Dancing,Pack, a living trademark which even now, years after it went off the air, reappears in amateur guise at' countless costume affairs and Halloween parties around the nation. Thus Lorillard has made advertising history for nearly 200 years. Today it continues to do so, utiliz- ing alll the major media. "When you believe in a product„tell people about itl" products and services. They include: processes to synthesize glycerine from petroleum; Epon® resins which make possible superior adhesives and protec- tive coatings; pioneer methods for en- riching the earth with ammonia; a unique and efficient process for making hydro- gen peroxide ... and many more. Through researchi Shell' Chemical is perpetuating a very useful forest. Shell Chemical Company Chemical' Parther of Industry and Agriculture NEW YOCX 1.5 Old-Gold's Spin Filter ins and cools the smoke to less than body temgerafure ..._~ ~, - . . .,............ «.a...w~.....w_;. 1960: Dignified ad explains OLD GOLD filter. A seed is 6 f"orest Drop a seed into receptive earth. Up springs a tree to produce a thousand thousand seeds-and a forest is born. ' Scientific research follows the same pattern,, with ideas as seeds-with thoughtful men to nurture them in labo- ratories, and turn them to advantage. In the past quarter century the seeds of manv ideas have taken root' in Shelll laboratories and grown into'needed'

Two good friends of ours are celebrating By a happy coincidence,, both P. Lorillard Com- pany and the can industry celebrate notable anniversaries im 1960. P. Lorillard its 200th, the can industry its 150thi The steel can, of course, has long been a favor- ite package for pipe smokers. Tobacco "tins" are inexpensive; they seal in flavor and keep tobacco fresh; they are easy to ship, store and carry; and they are rugged enough to shrug off hard' knocks. With~ all these advantages in their favor, it's ~ s. P- n (-7 '* ri C M'tN fOp i~50~YCppS AtL THE CANS supplied by,the con,industty(one of our anniversory friends).to P. Loriilord Company (our other anniversaryfriend): oremade from Bethm leh'em qaolity blockplate and tinplate.. %l,~Cl~LCP~ easy to see why tobacco is just one of 2,500 dif- ferent products package& in cans in the United States alone. Over 43' billion, metal cans are produced each yearr for more than 135 industries. Most' of these are steel cans, for a"'tin" can is really 99 per centt steel-a thin sheet' of steel, coated with sparkling tin. Bethlehem is a major supplier of quality t:inplate to the nation's can manufacturers. We wish both our friends a Happy Anniversary! 16

Advertisement .... a .zaxr., .s...._ ._ .r s -ces - . ~,~arcxa,: ~' ,..~~~r rr~" LYL4ifYN42r14t . qfitailq<:,;.i' {- '•'a>r~ arrs. 'T FROM THE LORILLARD BUILDING in New Yorklines:run out.to symbolic figures and:actuml advertisements indicating ahegrowingpopularity of the Lorillard Circles The Globe Exported or manufactured abroad under license, its brands blariket.the free world 5 oF Ar-T TRz ways Pierre Lorillard would have been astonished by the two-century growth of his business, surely none could top the fact'that ciga- rettes bearing his name now' are sold' in dozens of countries in the non-Communist world;. This has come about in two ways. First, Lorillard has exported tobacco products for many years. Once OLD GOLD was established, the company tried to make sure that American tourists would find it when traveling abroad. World War 11 extended this effort to the troops staHone& all over the globe. Right after the war, w hen American cigarettes temporarily were worth more than some European currencies, a new smo3<ing public learned about OLD Coi.D: and' EMBASSY. Demand for both increased as national' cconomies setded down and„onee again, U. S. tour- ists.appc:ired. , Today exports from Lorill9rd's domestic pl'ants are growing steadily. They are augmented by sales of Lorillard brands manufactured in other countries under special licensing agreements. Here; as in so many other instances, Lorillardl set' a precedent for the whole industry: Its first agreement was made in 1952; with a manufacturer in the Philippine Islands. Since then others have been set up in Mexico, Vene-, zuela, Panama, Luxembourg (for the three Bpna lus nations), West Germany and Finland-with more to come. Meanwhile, other Ul S. companies are fol- lowing the trail Lorillard has blazed. Undera Lorillard licensing agreement, both sides derive benefits. In~ return for the payments which the company receives, the foreign manufacturer gets the exclusive right to make and selfone or more Lorillard brand's. He is, carefully insteuctedl by Lorillard technicians„uses Lorillard filters and secret flavorings, submits his product to frequent, rigorous 881211'T7 testing to ensure that it' meets every Lorillard stand- ard. The result is a'true Lorillard product- , Historically OLD COLD has been Lorillard's lead- ing brand' abroad. KEVT, however, despite its rela- tively recent introduction overseas, has bad an unprecedented reception, (Lorillard actually has had' to fly KENTS to many countries t4 meet the demand.)' Meanwhile EMBASSY does especially well in Sweden and Italy. NEWPORT is making ats mark in Europr and Latin America-as is SPRING. Sales ofall brands abroad'run to many billions of cisarettes a year, and' should grow'substantiallV in the,years ahead. This month Lorillard begins a licensing agreement with the oldest tobacco company in Switzerlandi Fittingly;,it is located in $oneouit-alsout five miles from the Lorillard fPimily's,ancestrallhome, and only ten miles from \fontbeliard, France, where Pierre Lorillard himself was born. 17

0 VNond"erful what happens in America's backyard these days! (And' chances are Diamond Match will start everything going) That's one of our matches starting a cigarette ... one of our "Neet-Heet" charcoal briquet packs starting the whole barbecue which will shortly be served on our "De- Luxe" Paper Plates ... and if you could see over the fence, youid find the lady in the next backyard (who wasn't invited because she had a previous datelis starting to NEETiHEETB BRIOUETS. DIAMOND KITCHEN MATCHES DIAMOND TOOTHBICKS ~ OD ~ N F+ ~ ao DIAMOND.CLGTNESPieS Fer turther intormatibn on "Diamond NCtt-H¢at" Charcoai Bniquata. or any other DiamondProAuCt. writa Diamond Match. Bor<.1196, Oreenw{Ch.,ConnfCtiCut hang out her laundty with our clothespins. Yes ... right . from the start you'll find Diamond Match products there ... everytime! DIAMOND MATCH Diviaion of Diamond National Corporation, Greenwich, Connecticut . is

Advertisement Hermetite Corporation Where Do We Go Froan Here ? After two centuries, W 1mN A company reaches 200, a natural reaction is, "\'ery good. Now what?" In Lorillard's case the answer has various parts. First, Lorillafd intends to keep bringing the public bet- ter tobacco products through constant improvements in every area: research, leaf- buying, manufacturing, sales,, advertisino,. This program s:pells goo' business-the on1+y kind Lorillard knows how to do. Second, there is the ques- tion of consumer preferences. Lorillard's 200 years span every change in public enjpy ment , of tobacco products - from;,snuff and smoking to- bacco through fine cut, phtg, cigars and little cigars to Turk- ish and' blended cigarettes. Does another change impend? Lorillard thinks slot, On the basis of continuing studies of consumer tastes, the com- pany's researchers believe the cigarette will' continue as the favored form of tobacco. As regular-length cigarettes de- cline in popularity,, the king- size lengtln may well' come to dominate the market. Filter- tip cigarettes probably will continue to advance at the espense of non-filters. Men- Lorillard faces the future with confidence thol cigarettes may win up to `?0'per cent of the total market or even 'more.. In packaging,, despitethevosueforthecrush- proof box, the soft or cup package should have,more lasting appeal to most smokers. None of' the foregoing is guaranteed. At the moment these projections are part of Lorillard's advance planning, but every plan is subject to change or abandonment if market surveys so decree. It' can only be said' with assur- ance that' Lorill9rd will db its bestj as it always has, to an- ticipate consumer preferences and have available the smokes most people want when they want them-and where they want them. One other subject must be mentioned:' the attempts to link smoking with lung cancer. The fact is that no causative relationship has been estab- ,lished- More, the P Lorillard Company is in the van of those enlightened members of the tobacco indtistry who urge a truly complete and objective study to detcrmine the final truth of the matter. Lorillard has given generously to sup- port research in the field. And in its own products Lorillard has taken the lead in offering every smoker the newest P. LORILLARD COMPANY Bocrd of, Directors LISWIS GRUBER Ch'airman of the Bnard and'Cliief, Execetice.Officer HAROLD E'.Tll\lPLE Presidcnt \1AKUELYL'LLI:N ViCe.i'residrratand.Directo:rof,Sales GEORGE.O: DA'VIES. Vice:Pre:cident, Tretrsure and Direc- -torof Finance DR. HARRIS Bl PARINELE Vice President' and Director of. Rescarelt GEORGE A'. fIOFF\tANNViee President' and Diractorr of, - itf a..nulticturing MORGAN'J.CRASIER' Directorof.ExpmrtondGooernment Operatiuru GEORGE W DAVIDSON Vice Pre.cidont Fcdcral' Ti'n Com- panyi..Lorillard SuLsit(iury . HERBERT A. kENT Cavuultant MELVIN E. DAWLEY President'and Chief Exenative OfF- cer Lord L Tayfor b: GLADDEN SEARLE' IndirstFialist HAROLD X. SCHREDEIi Exeeutive Vice President and Dirac- torDistribrtorsCronp,Inc. - DONALD A. HENDERSON Treasurer and Sjecretarg Teoentieth Century-FoxxFilnr Corporation . scientific innovations-via im- supplier, an honest' manufac- proved filters, tobaeco chosen turer and dealer„fair, with its specifically for the low amount employees, a good neighbor to of solids produced in the the community -in short, a smoke, studies of the inherent good corporate citizen. nature of tobacco and its ef- And the company never for- fects on the human body. All gets Pierre Lorillard's own these willl be continued and concise description of hiss intensified; for Lorillard takes - prodttcts: "of the best quality' its responsibility in this area and flavor." So long as the PF with utmost seriousness. Lorillard Company truly can All in all, there are many live up to those six'wordS, itss guideposts for the future. third century should be even Lorillard';means to be what it . tnore rewarding than its first has been in the past: a reliable two have been. : PLANNING AHEAD, Lorill6rd President Temple (IefO and Board. Chairman.Gruber discass marketing strategy with the company's Eaecotive Committee. Caristadl,. NewlerseyBuena Vista, Va. ~ ~ Specialists irr ~ Fine Cigarette~, i Tippings c~ Around the World .19 .

You can depcnd on Lorillard to be frI swith the f ~~nnpn0nn throul~~~s ~ Lorithud 0 S 61 'o rrr3h! Other leading products of P. Lorillard'Company N^' , . .: . _..._... . _ . .... .~... : ~ - n '_;~..~,.. _.s..a:r..:r....~.~.:,~._.s..: i4.: .~._+s:eo...-:..

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