Tobacco Documents Online

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N r  II rl . .  .. .. . N . ® . . i. Ni . ......... . 0 Y LL THE LORILLARD STORY . By MAXWELL FOX Researched by CARL W. DREPPERD MCIIZXL hII !w im I

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George D. Whitefield Executive Vice-President Todd Wool Vice-President and Secretary Officers of the William J. Halley Vice-President and Treasurer Edgar S. Bowling Vice-President Frank Hopewell Vice-President

I'obacco & Snuof the befl quality &favor, At the Manufaaory,No.4, Chatham ftreet,near the Gaol t nd G B P e L ill d e er a eor y or ar , g Where may' be had as follows : Cut tobacco, Prig or carrot do. Common kitefoot do. Maccuba fnuff, 'Common fmoakingdo. Rappeedo. Segars do. Strafburgh do. Ladies twifl do. " f Common rappee do. Pigtail do. in fmall rolls, Scented rappee do. ofdif- Plug do. ~ ferent kinds, Hogtail do. Scotch do. The above Tobacco and Snuff will be fold reafonable, and warranted as good as any on the continent. If not found to prove good, any part of it may be returned, if not damaged. N. B. Proper allowance will be made to thofe that purchafe a quantity. lytay a7--tm. Earliest Known Advertisement of the Oldest Tobacco Company in the United States- The House of Lorillard, May 27, 1789 THE INDIAN smoking a pipe, standing beside a hogshead of tobacco, with a picture of the tobacco plant-that was the Lorillard trademark in 1760. During the next hundred years it became the best known tobacco trademark in the world, and %.•as imitated to such an extent by all and sundry that woodcut imitations of the trademark picture could be purchased from printers' supply houses.

FOREWORD W xErr You light up a cigarette or a pipeful of tobacco you are enjoying a simple commonplace pleasure. However, if you take a backward glance at the long, romantic history of tobacco you will see at once that this is a relatively new, inexpensive treat for the common man. Your backward glance will be a long one, for it will take you right through the Colonial days of America, the i6th century and even past the exciting adventures of Christopher Columbus. Most of that time, tobacco, in its various forms, was a luxury which only the most wealthy could afford. The solace and joy of tobacco were far less attainable than, say, champagne and caviar are for most people today. Of course, it is only natural that we take for granted this everyday enjoyment in our American civilization. For that matter, how often do we stop to appraise and appreciate the other day-to-day bounties of our modern life? No longer do we marvel at such things as pure drinking water in our homes, the fine schools and colleges in our com- munities, or the wonderful developments in communications and travel which tend to make the whole world one big neighborhood. These are all marks of progress. [s]

But we all play a part in this progress and we have a right to be proud of it. As a participating partner in the oldest tobacco company in America, you may like to know more about the romance of tobacco, and particularly how importantly your company features in the exciting drama of American business. What happened before you came in? How did tobacco smoking get off the luxury list; out of the castles and onto the store counters all over town; why can you now pick up this pleasant commodity in clean, neat, handy packages for only a few cents? You will be amused and perhaps amazed at some of the things the Lorillards did to make this possible. Artist's original design for Cigar Store Indian of the c85o's [6] .

CHAPTER I The Romance of Tobacco ET L us imagine we are sailors in Columbus' crew. Early in Novem- ber, 1492, our ship anchors off th.e shore of Hispanola (now Cuba),,and we go ashore. We have seen many strange things in this foreign land so far from home, but now we are to see another eye-opener. The native scouts wait for us anxiously as we row to the beach; but as soon as we land we convince them (by sign-language and trinkets) that we are friendly visitors. The Hispanolans treat us hospitably, invite us to their village nearby. We are surprised to see natives carrying lighted firebrands from which they inhale smoke and puff it out, first from their mouths, then through their noses ! We look closer and find the firebrands are actually rolls of corn husks filled with a peculiar aromatic herb. Then our eye catches another curiosity. We see that some of the Hispanolans are smoking with a hollow, forked stick plunged into a pile of smouldering herb leaves. The smokers hold the forked ends in their nostrils, inhale through their noses and exhale by their mouths. This strange smoking in- strument is called a "tobago." A "tobago" from which tobacco gets its name [71

Naturally, Columbus and his sailors, who were the first Europeans to see people smoking tobacco, buzzed with exciting tales about the new world when they returned to Spain. Talk about the fantastic custom of smoking spread over the Continent. In the telling, the story took on a few new twists and turns; and as a result the name of the instrument became the name of the herb: tobago. Incidentally, the early stories also related to Tobago as the name of the island where the native smokers lived, but later historians set the record straight. However, the popular impression stuck, and the herb was called "tobacco" from then on. Actually, the Hispanolans and the natives of other islands discov- ered by Columbus and following explorers called their smoking weed "kohiha." Interestingly enough, the American natives enjoyed their tobacco in every form enjoyed today-except, possibly, the cigarette. For example, Columbus' crew came across some Indians taking the herb, dried up and powdery, through hollow canes. That was their version of snufff taking, a fad which later swept Europe, catching the fancy of noble ladies and gentlemen of the royal courts and almost anyone else who could afford this rather regal and affectatious pleasure. But that was not all. Some of the new world natives smoked with long-stemmed pipes, very much like ours today. In i 5 i 9, the chaplain who accompanied the redoubtable Cortez on his explorations reported that smoking was a general custom among the people of Mexico. The king, Montezuma, smoked a pipe after dining. Centuries later, archaeologists dug up great quantities of clay pipes in excavations near Mexico City. Some of them were quite fancy, rivaling the elaborately carved meerschaum pipes which intrigued our grandfathers so, and which we now view as rather amazing museum pieces. Cigar smoking was common too, but probably the cigars looked [g] i

about as professional as the crude jobs the farm boys rig up when they smoke corn silk behind the barn. Giralamo Benzoni, who traveled America, 1541-56, made this observation about Cuba: "There are some bushes, not very large, that produce a leaf shaped like that of a walnut, although rather larger. It is held in great esteem by the natives and prized by the slaves whom the Spaniards have brought from Ethiopia. In season these weeds are picked and sus- pended near a fireplace until dry. When they wish to use them, they take a leaf of their maize, put the other dried leaves within it, roll it up, set fire to one end, and draw smoke into mouth and throat and head. There they retain it and find pleasure in it." Long before the early American settlers ventured to find new homes and freedom in this land of promise, the American Indians used tobacco in various forms. Apparently every tribe in America smoked or snuffed tobacco even before the custom spread to Mexico or the islands discovered by Columbus. Indians living in the Lancaster, or Conestoga, section of William Penn's vast colony raised and used tobacco. In fact, the rich soil of that region still produces a good grade of tobacco leaf, especially suited for little cigars, chewing tobacco and wrappers and fillers for medium- priced cigars, cheroots and stogies. Outside Pennsylvania, few of us know how the word "stogie" took root in our language; but thee explanation is simple. The word is a contraction of the name "Cones- toga," and the original Pittsburgh stogie was a foot-long roll of tobacco which appealed particularly to the rough, tough drivers of the Conesroga wagons. These were the first freight trains in the U. S. and a vital link between the rather well-populated Eastern colonies and the wild outposts of the new Western Empire. As a result, those [9l

rugged wagon drivers did much to popularize cigar-smoking in the frontier days of our nation. But when we think back to the early American history of tobacco, we are most likely to think of pipe-smoking, for we reaci in our history books that Sir Walter Raleigh learned it from the natives of Virginia. He is generally credited with carrying back the custom to England. He told of the Indians drying an herb called "uppowoc," powdering it, then fuming or smoking it through clay pipes. If you delve into the historical records, though, you will find some disagreement as to Sir Walter Raleigh, tobacconists' patron saint Lady and gentleman smokers of i65o-t67o

who actually introduced pipe-smoking to England. Perhaps it was Raleigh, himself, but some of the Englishmen of his day jotted down some notes contradicting the now popular understanding. It seems that Sir Walter appointed a Ralph Lane as Governor of `'irginia, and when he returned to England in 1586 he surprised his contemporaries by smoking tobacco. On the other hand, there is some evidence that Sir John Hawkins took tobacco home to England as early as 1565. But no matter, the fact remains that Raleigh was the Queen's favorite; he was a pipe smoker, and he was largely responsible for popularizing the smoking fad. Of course, the ordinary man of those days could rarely find or Tobacco smoking party about t65o. Note the picture of pudding tobacco on the wall at left. [ II ]

afford tobacco. When he did, he smoked it in a cheap pipe made of a walnut shell with a straw stem. But Raleigh and the grand courtiers of the Queen's court smoked their tobacco in little silver pipes. The new fashion was so strange and foreign, yet so fascinating, that experienced smokers gave private lessons in the art of pipe-smoking. Some of the taverns made private rooms available to patrons who wished to practice pipe-smoking. Although the fashion spread to every corner of England within io Years, it remained a rich man's pleasure. The Virginia planters knew a good thing when they saw it, and they lost little time in building up a big trade in tobacco to satisfy the demands of the smokers in the homeland. Tobacco was Virginia's only export product for quite some time. The Virginians called it the golden weed-and well they might! For one thing, it was so valuable that the colonists used it as a medium of exchange in their commercial dealings, instead of pounds, shillings and pence. Household goods, jewelry, silverware and even slaves were bought and sold for so many pounds of tobacco. Another good reason for calling it the golden weed was the high cost Growing tobacco in the streets Virginia tobacco plantation of Jamestown, Virginia, i6zo, about t6zo.

~ofa rtiers The that king. who in zo ~new (ding :rs in 4uite they, it as inds, even cost 40~ of tobacco in England. Actually, it was worth its weight in silver. Tobacco was sold mainly by apothecaries who prescribed it for asthma and mixed it into some plague medicines. They also used it in a cough cure, brewing the tobacco leaves like tea, and sweetening the con- coction with honey. They sold their tobacco rather dramatically. On one side of the counter scale the customer placed one or more silver shillings; on the other side the apothecary spooned out enough pre- cious tobacco to make the scales balance exactly. Yes, tobacco was expensive in those days. As nearly as we can figure it from the i; th century records, the precious leaf cost about ~,3 per ounce. That was a week's pay for many a man! As you may suspect, the high price of tobacco in England prompted the thrifty smoker to stretch out his precious supply by adding frag- ments of another herb to it. Coltsfoot was the most common adulter- ant, but others were used. That is not to say that unscrupulous apothecaries and tobacconists overlooked the trickery of herb-blend- ing, but it's generally understood that the smokers themselves first tried the experiment. King James I is said to have literally foamed with rage over tobacco, angrily wrote a terrific condemnation. Other European rulers frowned upon the golden weed, and even Mohammedan and pagan monarchs threatened their subjects with dire punishment if they used it. Pope Urban VIII became mightily aroused. From the Vatican thundered grave warnings. Any soul who took tobacco, in any form, into a church would be excommunicated forthwith. King James did more than just write about it. He went whole hog and passed laws: mutilation for taking a pinch of snuff, hanging on the gibbet for smoking a pipe! But nothing could stop tobacco's sweep of popularity. Gradually, it became more plentiful, the opposition waned, and the laws dropped from the books. 1131

However, it is interesting to note that prohibition in those days had about the same effect on the population that liquor prohibition had in our day, in our own country. Bootleggers promptly took advantage of the situation; sold tobacco in back rooms. Likewise, their customers took home the'expensive adulterated stuff and enjoyed it as best they could in secret gatherings or in their homes behind shuttered windows. Probably it was King James, more than any other one man, who pro- moted the custom of snuff-taking. The furtive tobacco-user hardly dared to risk smoking a pipe and letting the evidence of his crime filter out through the cracks of his doors and windows to the nostrils of the police or a nosy neighbor. So the snuff-taking habit, easily practiced without detection, spread by leaps and bounds. But it was a Dr. Cheynell of Oxford University who probably did as much as any one man to put a stop to all this foolishness. In 1603 he dared to engage in a public debate on tobacco at the University. King James himself sat in the audience as Dr. Cheynell heroically held a tobacco pipe in his,hand while he extolled the golden weed. There is no record that the King punished the daring doctor for his seeming impudence. Perhaps His Majesty could see which way the wind was blowing. At any rate, pipe smoking 'started to make a comeback soon after; and the tobacco trade increased until by 1614 there were -7,ooo differ- ent London houses (companies or families) trading in tobacco. One London shop, and perhaps more, adopted a forerunner of the Cigar Store Indian as a trade mark. "The Smoaking Age," a book published in 1617, carried an engraved frontispiece illustrating the interior of a tobacconist's shop. The shop's advertising sign was a small effigy of an American Indian smoking a fat cigar. You may be interested in some i;th century sales tips sent out by a wholesaler to his retail tobacco customers: t

I "-Set a picture of a blackamoor or a Virginia man, that will draw custom, upon the front-piece of the door. Make a partition in thy shop if some come to bathe rather than to drink tobacco." The dealer was advised to concentrate his sales efforts on scholars, lawyers and poets, particularly, but not to forget possible sales to the ladies. ~I I I, I I PI I • ~ ~~1 ~ UeCOiiahe T^ ~~~r..Lh ~~ 1 " -Lr/ ~ry I I C~ , 41 II I ~. I Pefum ~fimumSupferSolemn ~e elliean/ b¢eclam~rle ~tie~. d ://re.bert obac~ouraler7ks ~uw.-~ Left. Interior of tobacconist's shop in i7th century-from Brathwaite's "Smoaking Age." Upper right. "Petum Optimum Supter Solem" or the best tobacco under the sun-an early London tobacco trade card. Lower right. Tobacco sign popular t65o-t7to showing the chewer, the smoker, and the snuff taker. You may wonder at the term "tobacco drinking." This gained cur- rency because of an early belief that tobacco smoke had therapeutic qualities. When that superstition took hold, everybody made sure that he got the full benefit. Smokers inhaled the smoke so that it >< W

would circulate and "fume the innerds;" then they exhaled the smoke as slowly as possible out their noses. Somehow, this manner of smoking came to be known as drinking. Midway in the 17th century the term faded out of use and "smoking" came to be the common term. * While tobacco smoking started to spread to every known country on earth, it was due for another slight setback in England. When Lord Cromwell and his Puritans gained control of the country they established a number of drastic reforms. Cromwell ordered his troops to trample down any growing crops of tobacco which they encoun- tered in England. Smoking was banned, of course. When Cromwell died in z6;8, his own loyal soldiers marked the event by smoking in the streets on their way to his funeral. They were celebrating their recapture of a cherished liberty. The Puritans who settled New England abhorred the weed which the Virginia colonists traded in so profitably; and they would have. none of it in their fair land. Yet there is evidence that some 'NTew Englanders dared to smoke in secrecy; that some took snuff, and there's a strong suspicion among historians that some tobacco was grown in Connecticut. At least it's rather strange that many of the i; th century Puritans commonly carried nutmeg graters with them wherever they went. Their excuse was that they liked to "add spice to food and drink." The fact re- mains, though, that snufff takers Pocket snuff mill or grater of r8thcentury also used graters to scrape off tiny "-called by the Divines of New England a nutmeg grater." bits from tobacco plugs. [ i6] .µ,, .

William Penn the Quaker disliked tobacco. Smoking and snuff- taking offended him, but he was broad-minded and wise enough to permit its free use in his colony. There's an account of how he at- tempted to josh some of his friends about it. He dropped in on a group one night, and as he entered the room he noticed that all laid aside their pipes out of respect for his known distaste. Penn dramatically sniffed the smoky room, eyed the pipes mischievously, and remarked: "I am happy to see that you are ashamed of this foul practice." One of the company took up the good-natured rebuff, and retorted in kind: "Nay, not ashamed, but we laid down our pipes in preference to the danger of offending a weak brother." Incidentally, the "tobacco-hating" Quakers were strictly ostracized by the tobacco-loving Virginians. The latter made it a law that any- one bringing a Quaker to Virginia to reside after July I, 1663, would be fined S,ooo pounds of tobacco. Anyone who even entertained a Quaker in the colony of Virginia was liable to the same stiff fine. Tobacconists "money," redeemable for goods and serv- ices. Note the roll of pudding tobacco on the heart shaped coin. These were silver tokens.

N TERMS of history, it ~;,as not long before people all over the world sampled tobacco, acquired a taste for the new luxury and wished they, could get more of it at a reasonable price. Probably few people thought much about manufacturing and distribution as we think of them today. In modern America we get a much wanted product into the hands of millions of people through mass production. One man thought of tobacco producing in these terms, as far back as i-6o. He was Pierre Lorillard, a young man just finishing his apprenticeship as a snuff-maker in New York. It was his imagination, ingenuity and broad vision that launched the oldest tobacco company Left. Snuff mill of the type set up by Pierre Lorillard, i76o. The snuff was pulverized to powder form by the action of revolving stone wheels, turning (0 over another stone wheel cut out like a basin. Right. Grating snuff b}' hand. ~ [ib] O O v

in America, set the pace for mass production in an industry destined to play such an important role in the dynamic business of this new nation. Like most pioneers, Pierre started out with meager facilities, little money, no fanfare. His chief assets were his newly learned trade and the brash confidence typical of young men determined to make their mark in the world. First of all, he rented a small house in Chatham Street, in what is now downtown New York, and se't to work packing snuff in bladders to resell to wholesalers. Bladders were forerunners of the Cellophane wrappers which pro- tect and preserve the freshness of today's cigarettes, cigars and smoking tobacco. They were just what you would surmise-bladders of slaughtered animals, dried and tanned like parchment. They were light, waterproof and altogether efficient as packages for bulk tobacco. At one time snuff was the most popular form of tobacco; and although it is still enjoyed by thousands of people today, it has long since been surpassed in popularity by other forms of tobacco. But when it was all the rage, snuff was made up into many curious, exotic blends and concoctions. Here is just a sample of what Pierre Lorillard had to do in t; 6o to please the public. It is his recipe for Paris Rappee snuff: "Take a good strong virgin tobacco without stems. Cut this in pieces and make it wet in a barrel. [We don't know what wet the tobacco, but chances are it was rum.] Set it in sweet (sweat) room at zoo degrees for 12 days. ?N1ake into powder, letting stand three to four months, adding i I Z pounds salmoniac, 2 pounds tamarind, 2 oz. vanilla bean, i oz. tonka bean, i oz. camomile flowers." This was a basic recipe for black snuff, but there were endless com- binations designed to titillate the finicky taste of sophisticated snuffers. 1 I9l

I The Lorillard Company has assembled a number of these ancient recipes in its archives; and if you riffled through these musty sheets you would spot some rather intriguing ingredients. Here are just a few of the things that went into Colonial snuffs: lavender oil, gentian root, licorice and bergamot oil. Incidentally, young Lorillard got his tobacco from the Virginia growers in the form of puddings. That may sound strange, but it Perhaps the highest priced tobacco known. An actual pudding of the kind Pierre Lorillard used in snuff-making, i76o. Purchased 1945, by the Lorillard Company, at almost $2o a pound. was the way the early Virginians packaged their bulk product. They cut off the stems, cured the leaves, squeezed and twisted them into stick-like forms, wrapped them with linen covers (like a pudding ready for steaming), then secured the bundle by tying the ends and winding twine round and round over it all. The Lorillard Company, in its own tobacco collection, prizes one of these original puddings of tobacco, purchased by Pierre early in his career (and later bought by the com- pan), as a rare antique). For the first 20 years, Pierre made slow, steady progress with his new business. At times it was touch and go; but young Lorillard had picked a winner: a promising new line of business in a vigorous, thriv- ing new colony-now the most prosperous nation in the world. During [20] .:..

those two decades, the up-and-coming tobacco trade and Pierre's own little business had to weather the Revolution. Naturally; the war threw everything out of gear as far as business was concerned, but somehow the new Lorillard Company came through it all, not much the worse for wear. By 1780, Pierre's two sons, Peter and George, were old enough to join their father in his business venture and learn the trade. Twelve years later they were his partners in the firm, which, by then, took steps to expand rather importantly. They decided to get out of the city, now getting to be quite a crowded metropolis; so they purchased a grist mill and dam on the Bronx River, about io miles outside the city. At that time the mill property was located in «'estchester County; although some years later New York City extended its boundary lines northward and encompassed the area. Lorillard's Bronx River Mill. This original structure, now a part of the Bronx River Park system, was used by the Lorillards from 1792 to about 1835- It was surrounded by homes for the workmen and homes of the proprietors. [ 21 ]

The Lorillards had accumulated a few thousand dollars, and they might have continued on their way with a modest little business. But they felt that they could never realize their dream of mass pro- duction if they limited themselves to the confinement of their New York City establishment. It was a risky venture, of course, for the family to gamble its earnings on a new and bigger mill up there in Westchester County, but they, could not resist building up a bigger, better trade. Actually, they, and other businessmen of their era, were setting a pattern for American industry. Such enterprise is commonplace today. It is the very spirit that put our nation out front, gave its people the highest living standards in the world. Many of us have been rerninded recently of how far our country is out in front, as we talked to our friends who went overseas in World War II, came back home, happy to return to the compara- tive comfort and luxury of America, shocked by the way other men li ve. But no matter how much we take for granted the good life at home, we all love a success story. The saga of the Lorillards is one. Their riverside mill in Westchester still stands, well-preserved as part of the Bronx River Parkway system-an important marker on the road to success for the Lorillards. It stands, too, as a solid reminder that the United States offers a rich opportunity to men who can better their. lot if they work hard enough for it. «'hile Pierre, Peter and George continued doing business at 3o Chatham Street in New York, they rebuilt completely the interior of their new stone mill, installed new machinery for grinding snuff and packing smoking tobacco. More than that, they built a warehouse and even homes for their workers and themselves. All this took a year, and by 1793 they had the mill operating at full speed. Shortly, it was to become the largest tobacco producing unit in America. If we look at the historical highlights of this oldest tobacco company I22.1 ®

in the United States we will understand how it succeeded for more than i 8o years, how it captured and held one of the topmost spots in the entire industry. Lorillard's success formula is no secret. It boils down to this: i) Find out what the public wants, then produce the best of its kind. 2) Zdvertise the product so that ever~tbody will know it's available. 3) Distribute it everywhere so that everybody can get it. 4) Keep making that product better so that more people will like it. ~ Peter and Gcorge Lorill ard, Ne.,70, r.ar ilr Cca1, ir cV,mrn„ T1KE th.:nnbod:a i /o...... :h,: Ihrl htre nn'led illr far thr perp.(r r.,a,t,n ri = s~erre :ra tt,p,Mr snag, f .h;ch i*ry h,.r . Irrtr ywefiiy «edy iw t.4, rr,«c:N equal la quaaiy m ms ea :be ecn:icem. They hevc li.evife, a, ufu,!, Thr fc7awmt Yiad. ct TcCacce,nd Sm~S,, rix. Er11 cur iohc:n for che.in7 tnA (n.+,kfag { &~iervut ,nd cemmca fm:.Yir.y tchacco: 9ogur, p;A•,,ii acd plug :chum , H:rnho,. «(yrr, rapprr. S:nlbur`Y .?d Cum• ovR llq raa eaLe a nrivr ef ether kied,, iC ,p• pLrdfur. SheNd,n, fihe,hove:ob.«unrfsuSaettr ,Fyrorrd af rhrrbnugla, tbepu.rhrfrrmay rcarn n rholr ur m par:, d tbr -1, vW ec ddirrihrth,ve rcr•k,9,CLUr:ionforaolll,.hk t.r ri~bnur e fr. arrncfl.a0. e+:kornr.rr t.V• ' ,ns hrr,m. &cck irr ,4 '~l<. rrum hu ' rn7, hlOrriLol, eed eoC nilr rnd :n hJP frcID tS:4na:ct duxuV tt• OLIVER VANDERBILT, dl i: l.ar ei Na Mv.:lder, N.. f. ae ew• ..r.f L.ni W RiacrL Sireen, _ TAKI?S ehit mtthod, to rrtvrn his ~} rk,.Y1 talir .yll'.'~r+4rir rlrir t••rtw teara w tk Ls JILY<LMB..ed M,x. y~1b. S~dy Wrel:e W xh3rw., i.l .r re w.e. r4iG. WxarifssHWr,vdN.-fu Y4'.kr fsM.:ar~-cir:r„ .Ye4frk..3 rna~, s. L•',. ~ rJ$Nk..r.rR;t4s/kr . . y , . Ta,..w,r,.,Md:arrdk.rk.e~ Lo.l~n%!y •L. I. 4 ~..r t.eZ lere . e~. e ~....frrK~r~ . t e D.. r I+mve d,. )) . . rt e M.anfYet< )kvnt L1vs~. W~n GM Mer.cw Ea6.J 4nkn .nsru.ur... m.ra ~'>rve irr.. _ ..+~.: \renoe 4 de. . tbwry y>,Y, k!. n9.I ~.t4Yr1rMr,1~ d.Ff,F7,4~r.r.x.~b+.y ~1Mf.1,ty 4dansrn4. w6MY...r n.f.+Yr u~.. t*eh au.dJ .. A,8 TieeM.ee.+M,.•e.ennrA.r~ilea• r i~rf.• ie r.64Yiyk/er 4rOE1.~~ Left. Unique early advertisement of Lorillard, mentioning erection of mills, and having for sale a mill site on the Bronk River. The Lorillards were not offering their own mill but a part of the estate they purchased which had additional mill sites on it. Note also the money back guarantee. Right. A Vanderbilt advertises with the Lorillards . . . (this is a rare advertisement, too). Both ads from the N. Y. Diary & Evening Register, 1794. Shortly after George Washington became President, the Lorillards ran their first newspaper advertisement (see frontispiece). It reflected a company attitude towards its customers that holds good today: 1231 o;tI%

"The above tobacco and snuff will be sold reasonable, and war- ranted as good as any on the continent. If not found to prove good, any part of it may be returned if not damaged." In other words: sat- isfaction guaranteed or your money back. Some odd trade names crop up in those early ads. There were Ladies Twist, Hogtail, Pigtail, Prig and Carrot twisted or rolled tobaccos. Kitefoot, listed in that first ad, was a cut tobacco of better than aver- age quality. By that time, Lorillard was producing cigars, plug tobacco, cut tobacco, twists and rolls, as well as six different kinds of snuff. By i8,3o, these enterprising businessmen decided that newspaper ads, window displays, and word-of-mouth advertising were not Bottle of snuff, issued immediately after Peter Lorillard succeeded Peter and George Lorillard, 1832. Note similarity of the trade- mark on this bottle with that of the early advertisement (see frontispiece). enough, if they were to spread the fame of their tobacco products. So they set out on a simple, effec- tive, direct mail campaign. Hardly a direct mail campaign in the modern sense, but it was a rather sensational one. Peter and George made up attractive whole- sale lists in broadside form, item- izing all their products, and sent them out to every postmaster in the United States. They well knew that the post office was a center of community life, that every citi- zen visited his post office fre- quently, that the postmaster was an important man who exerted considerable influence on his fel- low countrymen. Doubtless, the f

. WBOLESdLII PRICES ~ - nf I,1FfLAf.\'T krYL9 ctFOU197T AXTM WM iiV0104 sfA.kZ'FACTLiRED-AXD SOLD y7Y - PETER & GEORGE LUIIILL_1RD, - No. 42 CHATHAD7•ST11EET. ~Ct1U-£BC[S, Fint uality hlaccoboy . . . 30 cents per 1b. or?? cenu per bott/c do. 'le Cammon do. . . • . YD ' 15 Bourb,as, a Caar=.e du. , . 50 do. _ 50 ._ Stnsburgh . . . . . . So d~.:A Saint 0mure . . . . . . . . . •_. . 50 aahese _ . . . . . . . . • . i$ S'iclly . . . . , . . . . . . . . i5 lo. do. do.' do. do. do. do: Ne. ^_U. a couu na-nred do. . . 50 du. _ , W, do, Coarx Frencb Ralq.ee do: .... 30 'do.' 30 . do. 7L,rd du. do. . . . . . °L do. 19 do. . Tubervee, . Coanr Rau/f ... 60 , do. 60 ., do. . acend do. do. .... .. 26 -. o. . s`fl do. . Flnt qvali(y Scolch, in bladders .. 1C cenle ~er lb, or 19 centspc r bott3r Second da, do. or 1Is1f Toa~t .. lb 1£ do. Third do, do. or Hagh Toasl .. 15 ' do: , 15 do. - Foarth da. Commun , . 1Y 13 - do. lricb High Toaa, such as is manu( cturcd by Lundy Foot .l Cu 1)uhiin 40 do. YELLOW SNUFF. CL'T AND TWIST TOBACCO. Firat qunuly in amall paper} ... . 22 <eatapc r dozon, or ".D nenls per 16. Second dn, du. . . . . . . °_ti do. 18 do. - Thlyd do, da. .. . lII do. 16 da. . Smakiog, ;opa und papen . . . . ." . . . . . . 7 do. . De. largepa pers .'d9 ceati por dozen -. Ladics' Twisq small rolla in kce .... .. g; do. " Povhdrolls,iulccgsofl001ba. . . . . . . . . 16do. . Anllr and Twist from e tc In lbs. . . . . . . . . IS du. . Spaniab Segan . ..., .. from 10 to 1$ dollan per 1000 . . Mild Rtrefoot do. . . . . . _ 3 _ do. do. ' Cummou du. . . . . • . . 2 do. - do, _ -- , Spanuh Cut . . . . . . • . . 40 cenu per lb. . Terms far Cuh, if a bill nmoanu to 930, Y per ceot. disccunL " _ if a bill amounti to5D, 4do. - do. _ . if a bill amounh 1. 1013, 5 do. . dm N. B. The Half Toast and Higb Tout Scotch SnuB are oakufaled to suit lbme who are ucustomed la lhc uu of Phdadelpbia SamT: ve eelt it at nenrly - fnt com . gT TLc loxest price Cui Tebacco Kamafed as good u anv manufacturcJ, rxeept tlx eorl rce seB at a higher pnce. . - "-wN.,_.. _ , . .. . . . " _ . SEWdRE OS.DECEPTION, eevcral penana in diEcreat parta of tbe Unitcd State,, arn in tha disho-ble pnctke of usiug o Iabel m unitatiou of oun, srhicb we pare u=ed upvarda of lrrenty-f.ae Jcan, and rhich can be for no othor purp- Ihan- to deccive. Mnny are alru in lW, liabit ofpurchuing onr germ oe hfaccebov, (as we arc the only iercnion ot t)hat kind of Snuf~) and mising it with Suufi of their manufactctt. The onll motire so hase ia ma8ing thia publicalioo, u to cautlon uur cualumers against decep:ion in ihetpurchaee of SouQ' aod Tobacco. We hm three dirTereni kinds of Maccoboy, and alre, threc kinde of -qcoich _Snufi in Bladdera, and sold n lorc,aa nny "~ Direct mail advertising by Peter and George Lorillard, t83o. This is the broadside sent to postmasters throughout the country, and is perhaps the first effort to enlist the aid of postmasters as salesmen for a product. [25]

Lorillards would have sent out catalogs or lists to a great many other prospects, but there were no mailing lists and they could only hope to make friends with the postmasters who influenced people. Apparently this inspiration hit the jackpot. Not only did the post- masters spread the word about Lorillard, but they responded by ask- ing for sales franchises in their communities. In fact, it started a whole new trend in American business, and before the trend ran its course these same postmasters took on other side lines. Hundreds of them in large and small cities and towns took over the sales agencies for such products as sewing machines, pianos, melodeons, lamps and even sotne kinds of farm machinery. What tobacco products did the Lorillards offer the postmasters at wholesale? Well, there were many. For instance, there were snuffs, ranging from 12 to 5o¢ per lb.; cigars, cut and twist tobacco in small papers, pound bags and even kegs. By now, the Lorillard name had become so famous as the top brand of snuff that the company felt the pinch of unethical competition. Imitators and bootleggers were copying the Lorillard label, slapping the facsimiles onto their own inferior snuff and plug tobacco. In their first broadside to the postmasters the Lorillards pointed out this chicanery, warned them against falling into the clutches of such dis- honorable imitators. But Americans then were much like Americans now. They wanted the genuine article; and the fact that upstart outfits were imitating the Lorillard label made smokers want the original all the more. At the same time, Lorillard boosted its production, stepped up adver- tising and continued to open up more and more sales outlets as the nation expanded in size and population. With all this accelerated effort, the company offered its various products at lower prices. By 1840 practically every village and town had one or more tobacco [ 26 ] , i

dealers. Some of them were quite prosperous and built up good trade reputations of their own. They wanted to sell tobacco labeled with their own brand names, especially smoking tobacco packed in large tubs or cans decorated with fancy, flamboyant trade marks. Obviously, they could not afford to raise the tobacco, process and package it themselves, so a number of progressive merchants asked the Lorillard Company if it would put up tobacco for them with private labels. This was a new idea, but the Lorillards welcomed it, pitched in to give their customers what they wanted. It was actually a pioneering move in marketing, but a sound one. As we all know now, the private brand idea caught on, spread to many another line of business until today we find thousands of private brands offered by small and large merchants everywhere. (Your neighborhood druggist and grocer some- times display common household articles boasting their own name or brand; your department store often stocks such things as clothing and appliances, privately branded; and the big mail order houses catalog almost everything from pins to pianos with their own special trade names. These are all manufactured and packed by big producers who turn out these private-brand products on such large, special orders that the), can pass on the savings of mass production to the whole- salers or retailers buying them.) Lorillard started producing specific grades of smoking tobacco for its private brand customers. Some of these private brands, selected by the customers, sound quaint to us today: Sweet Conqueror, Vir- ginia Birdseye and Sweet Cob are examples. Likewise, some of Lorillard's own brand names of that era might make us stare and chuckle if we encountered them today: Challenge, Yellow Jacket, Golden Floss, Pawnee, Featherbed. Some of these fancy labels represent fine examples of the fi'rst full color lithography in the U. S.; and they are highly prized by some 1 Z-/, l

collectors of early Americana. In the great Lorillard collection there are more than 20o different lithographed labels designed for private- brand customers. . Are you old enough to remember the trade cards of the last century? They first appeared around z855, issued by merchants as souvenirs and inducements to trade with them. Some were engraved, some were printed on beautifully enameled board; and some of the more exquisitely colored ones looked more like valentines than commercial come-ons. Needless to say, the Lorillards played their part in pro- moting this new card-collecting hobby. American women gave it a big boost, too. Their husbands, beaux and brothers showed them these new, intriguing novelties which they picked up at the tobacco shops and almost at once a fad was started that swept the nation. Women everywhere began pasting up albums Lorillard trade cards for only one brand of tobacco, "Red Cross." They were issued when card-collecting was a popular American hobby. These "album cards" are today sought after as relics by thousands of card collectors. [ 2g]

, . These lithogr6phed decorations in full color,wgrerirsed toadRrn,;Yteaters' b qcco pails (leff} Equalty quaint are ta the'labels for old time 1or11ard products, 'shown an tlie right-hand page.`=

Z O of trade cards, urging their men folk to collect as many different ones as possible. This stirred the tobacco trade to action. Not only did the various manufacturers vie for public favor with their own special designs, but individual companies issued numerous series of cards to keep their customers interested. Lorillard, for example, issued several series for its Red Cross long-cut and Tiger tobacco; and later'on for its Sensation cut plug. There was a series of famous actresses of the day, flags and peoples of all nations, and a popular series of famous generals. Collectors are still tracking them down in the old albums. In 1945 just one complete set of Lorillard tobacco cards was snapped up eagerly by a collector for $20. Not only did the Lorillards have a natural flair for advertising and selling, but a sharp eye for what we call "public relations." In one instance (z878) they made a hit with Thomas Edison. A reporter from the New York Sun went out to Menlo Park (N. J.) to interview the promising young inventor. Edison took him on a tour of his place. As they entered the laboratory, the inventor snuffed out his cigar, and asked a fellow worker for a chew of tobacco. While the reporter looked on, bug-eyed, the technician opened a drawer, pulled out a golden-hued cake of plug as big as a dinner plate. Edison took a bite, replaced the giant plug and explained to the newspaperman: "Your paper ran an article saying I chewed poor tobacco. The Loril- lards saw the story and sent me a whole box of the best plug that ever went into a man's mouth. Everybody around here is using it now, and I have noticed a marked improvement in the attitude of the men!" While we usually think of plug as a chewing tobacco, it was once widely used by smokers who cut off bits of the aromatic tobacco, rolled it between their palms to crumble it for their pipes. Later came the slice-cuts and the ready-rubbed tobacco favored by most pipe smokers today. [291

I By 1894, the Lorillard firm was producing plug tobacco at the fan- tastic rate of 20,000,000 pounds a year. One of the brands was Tin Tag. In a way, this was a milestone brand for the company, because it sym- bolized another trend in the trade, set off by the resourceful Lorillards. Around 1870 the company had some more imitator trouble. Phonies and fakers put up plug tobacco in packages that looked like Lorillard's, then.palmed them off on the dealers at bargain prices. «'hen the cus- tomers complained about the cheap tobacco, the dealers got suspicious, discovered they had been duped, and rushed to Lorillard in alarm. The company promptly came up with a new wrinkle: branding each of its plugs with a distinctive tin tag. Same time, the company sent out warnings to one and all that it had patented the tin tag for tobacco plugs. Anyone caught selling a non-Lorillard plug tagged with tin would be punished by the law. The metal tags, stuck into the tobacco by two pronged edges, stopped the widespread frauds. The tags were stamped out in all kinds of designs and colors, and, of course, they added considerable eye-appeal. It is not surprising then that by 1875 Lorillard was tin-tagging a number of its other brands: Nectar Leaf, Sailors Delight, Catawba, Bucknor, Bullion, Army & Navy and Mechanics Delight. ;LadiuaRWa DEFIANCE Tin tags used by the million every year as the chief identifying factor on the tobacco that had always been considered the best obtainable-Lorillard plug. [30 1 V

CHAPTER III I Footnote on Familv Affairs , I I N owaDAYS, when people speak of employee relations, chances are that they think of them as a fairly new concept in business management, something that is put in the hands of employee relations experts. But keeping its employees happy and providing them with the best working conditions possible have been the objectives of the people managing Lorillard ever since the com- pany was founded. In i885, Leslie's LLeekly, one of the country's outstanding maga- zines, carried a story which told its readers about Lorillard and the way the company operated. In those days of comparatively small operations, Lorillard was a huge company-for it had a payroll of 4,ooo employees. They worked under what were probably the best conditions of the time. The company published a house magazine for employees and cus- tomers, something which was most unusual for the period. In the z 88o's the magazine was called Puffs of Wisdom. I t was decorated with woodcuts which advertised several of the Lorillard brands, and the text told facts about the company-such information as the number of Lorillard customers (5,000,000) or that the company sold I5"7o of all the tobacco in the United States, and that its factories covered five acres.

Again, for a short time in 1913-15, Lorillard published a little magazine for its customers; a magazine which was striking, for a private publication, because of the high calibre of the contributors whose stories and articles and drawings appeared in it. A few of them: Rose O'Neil and Fred Opper, both famous newspaper comic cartoonists, and such well-known writers as Ring Lardner, Irvin S. Cobb and Booth Tarkington. Indeed, Tarkington's immortal Penrod was a feature story of this magazine. The man who was probably most responsible for the good, for- ward looking employee relations of the late 19th century was Pierre Lorillard IV, a colorful sportsman, widely known in this country and abroad. But while he was known to the Lorillard workers as a good employer and a hard worker, he was famous elsewhere for the horses he raced. One of these, Iroquois, won the English Derby, and other Lorillard horses won the American Preakness Stakes for five years straight beginning in 1877. One of the most famous of the races in which Lorillards entered horses was the Pimlico Classic of 1877. That year, Pierre's horse Parole, named for one of his tobaccos, was matched against Tom Ochiltree, owned by Pierre's brother, George L. Lorillard, and Ten Broeck, a famous race horse belonging to F. P. Harper. Interest in the race was so great that the United States Congress adjourned for the day and traveled in a body to Pimlico. In the home stretch, Parole came up from behind to win by four lengths. This Pierre Lorillard was also famous for an interest in archaeology which prompted him to share the cost of an expedition to Central America and the Yucatan. The French Republic was the other party in that venture. Lorillard's interest in archaeology stemmed from the fact that there were many prehistoric mammoth bones found on his property in Orange County, N. Y.; property which became the now famous Tuxedo Park: [32J J

I i F,77_1 '1t .4bove. The school and library at the Lorillard factory in Jersey City. The greatest advance in em- ployee relations and employee service that had come to the attention of the editors of Leslie's Weekly magazine in 1885. Upper right. Lorillard house organ, distributed through tobacconists' shops. Millions of copies were printed every month -the pages filled with homely wisdom, inter- esting facts, tips on etiquette and Lorillard adver- tisements. Lower right. The Lorillard Magazine- first issue-featuring a story by Booth Tarkington and drawings by Gordon Grant, Kidder and other famous artists of that day. ~oRILL~ns . MAGAZINE :Yo.l - PSSRtJOIfer,-fi',:OCiN;r~.rt!'liqWkYPHT,M1t31Z[NGTOti Actually, Tuxedo Park had its origin early in the nineteenth cen- tury. In r8o2 the Lorillards bought some "new lands" in Orange County, and added 7,ooo acres to the plot io years later. It was good country for hunting and fishing, and Pierre Lorillard IV eventu- ally bought the rest of the family's interest in the property. He fenced [33)

in 5,ooo acres and started the Tuxedo Park Sporting Club for him- self and his friends. Eventually, as the place developed, it acquired a railroad station and other facilities, finally grew into a residential section and became the modern New York suburb of Tuxedo. It was there that Pierre IV designed and wore the first dinner jacket, that evening wear substitute for a formal tail coat. The design sprang-naturally enough, considering the interests of the designer -from the pink coats worn by hunters riding to hounds. Pierre had a hunting coat made up in black with silk lapels and named.it for his hunting preserve, Tuxedo, the name the garment still bears. To Lorillard workers, Pierre Lorillard IV was an approachable, friendly man who frequented their recreation rooms, playing games and smoking with his fellow workers. For he was a true fellow worker and an active one. He paid strict attention to the workings of his factory by acting as an inspector of its products. It was that interest in the workers and in the workings of their plants that the Lorillards showed from the first days that gave the company its heritage of good fellowship and friendliness between workers and management. On the whole, Lorillard workers are happy workers, and they are workers with confidence in the future. After all, they are part of the country's eldest tobacco firm, a company which has a long history of great growth, and a future equally bright. "We three are engaged in one cause; I snuffs, I smokes, and I chaws." -from a tobacconist's sign. 1341 1 I

CHAPTER IV The Cigarette I T WAS a French artilleryman, hard up for a smoke, who devised the first cigarette. That was in 1832. Somehow a shipment of pipes destined for his battery had gone astray. The men had plenty of tobacco, but nothing to smoke it in. In those days they used small; tissue paper tubes of gunpowder as primers for the explosive charges in their cannon. This ingenious Frenchman shook the powder out of one of these tubes, refilled it with pipe tobacco and lighted it. Little did he realize that he was starting a world-wide habit. It didh't take long for the idea to spread and become commercial- ized. Oddly enough, if we can trust the evidence of the periodicals of the time, women were among the first cigarette smokers in America, although they apparently did their smoking on the sly. At any rate, one of the magazines of the i 86o's showed a picture of women em- ployees of the Treasury Department who, while smoking, were taken by surprise by a department official. By i885 the annual volume of cigarette production in this country was up to a billion, and in the next decade the product became in- creasingly popular everywhere. It was Lorillard's Turkish cigarettes that led the way. Excellent fine-cut cigarette tobaccos such as 5¢ or io¢ Ante, Caboose, Golden Floss, Comet, Lilienthal's Cavendish and Heartsease (all good for "rolling your own"), and such plug brands [351

as, Climax, Magnolia, Roseleaf, Green Turtle and Forget-Me-Not were advertised by posters, window displays, counter cards and even comic valentines. Fine ready-made cigarettes (Egyptian Deities, Hel- mars, Turkish Trophies and Murads) were advertised in the top magazines of the day. They continued to be advertised there for decades, as anyone will remember who has seen the copy in that great and unforgettable campaign: "Be Nonchalant ... Light a Murad." "The world was your oyster, and the pearls you found in it a plug of Lorillard Red Tin Tag or 'Climax' tobacco." An advertising theme of the i88o's, carried out in full color-now a cherished possession of the Landauer Collection of Business Americana in the New York Historical Society. At the end of the r9th century, several outstanding tobacco families, the Dukes and Arents, the Ginters, Butlers and Emerys, and one W. S. Kimball of Rochester, got together and formed the old American Tobacco Company. When Lorillard finally became part of the new giant ii years later, the company came with the understanding that the proud Lorillard name would stay on all its products which the combine continued to manufacture. 136 )

A few of Lorillard's cigarettes, cigars, plug brands and smoking tobaccos. 1371 (0 ~ O CO rn 0 ~ 0

But this lasted only a decade, for in 1911 the United States Supreme Court found that the American Tobacco Company was a monopoly and ordered it dissolved.* `Vhen this happened, the P. Lorillard Com- pany was re-established as an independent concern. Out of the shake- up the new Lorillard Company received the rights to 29 brands of little cigars, including such famous brands as Leroy, Van Bibber and Between-the-Acts. It also got back 15 brands of scrap tobacco, 2o 3 Lorillard cigarettes that achieved fame! Murad, Egyptian Deities and Helmar. brands of plug tobacco, 8 brands of granulated tobacco, 56 brands of fine cut, 5 brands of Virginia cigarettes, and 38 brands of cut plug. It was one of the cut plug brands that carried the name that came to mean so much to the company-Old Gold. Old Gold cut plug had been, strangely enough, not a Lorillard property before the merger, but one of the Kimball Tobacco Company's brands. It was destined to be the foundation of Lorillard's new greatness. *«'hen the original American Tobacco Company was dissolved, fourteen new companies, including a re-established Lorillard, took over parts of the trust's assets and brands. Virtu- ally all of today's major U. S. tobacco companies are "inheritors" of the original American Tobacco Company. One of the fourteen new companies, the modern American Tobacco Company, also adopted the name of the trust. [381

AATIn.t s> n T!a-b ~_.< l-, - - i..l t5mr ie . boa. :1.marvc•. `1RT1(if' \0.1 T.u . u~etxi., r:rJ t4rr~ in . h<z 4wrtiiarovn s~w.~. .JVU!'e 2. 'AATI(:LE la. l55 ~:v.A:.n Ld3'.:T'k il,..,ccr clm~d eTS, lavr",.vd ~orrlr7n . ~ 1Rnat .•w w ',iir ~.'ban .uo..a t.d a[e a.r[ nH ~~~e 'ARTidG Ve, I[I ~u,!~ar ~'ra'a Pl+~rd kp rt FIi.51d+ rvllmF CwlvadJwl•1+,-~k- a.[wu[II:`v[ a~a tamn..voal y[ ~,,,q„y ea W ,.- •ARn- N.. nu 97 A page from the Lorillard's catalog of presents, showing corset laces, shoe laces and silk hosiery, offered as prizes for a limited number of coupons. The lamps, also pre- niiums, sell in antique shops at from ; io to 35o each today.

Peter Lorillard goes all out in this advertisement. It was printed in full color in the late t&so's. The design represents a great white angel delivering tobacco to the native American Indian. The animals are all using tobacco.

Before World War I, most factory-made cigarettes in the United States were made of Egyptian or Turkish tobacco. But for the most part they were luxury smokes. Chances were that the man who smoked a blended cigarette rolled his own. Then in 1914 came the first attempt to produce a ready-made cigarette composed of a blend of American and imported tobaccos. The experiment was a success, appealing particularly to those who had rolled their own-and to women. Left. The shadow of things to come-but in name only. Sweet, mild Virginia cigarettes, made for the British market, and sold in the 18qo's. Lorillard owned the name "Old Gold", applied to tobacco. This name, together with other rights, was returned to the Lorillard Company, as an independent concern, in 1911. Right. Early package design featured a Turkish-looking figure, and stressed use of Old Gold tobacco in pipes. You probably already know of the huge increase in cigarette con- sumption that came with World War I. For one thirig, the soldiers smoked more, and continued to demand more cigarettes when they came home. And more and more women had discovered the pleasures of smoking. Those who had smoked before usually preferred the light Turkish cigarettes,'and they turned naturally to the new blends com- ing on the market. The blended cigarette field already looked full-there were three big blends on the market at that time-when Lorillard decided to [4I]

move in. But the company felt that there was room, nevertheless, for a new quality product. So when it finally did move in, it moved boldly, following the traditions of the first Pierre Lorillard. At the same time its move was based on the good sense and science of modern consumer research. The most extensive testing operation of its kind backed up the introduction of Old Gold. In 1925, the Lorillard Company, unfazed by the well-established competition in the blended cigarette business, planned to bring out a cigarette that would be a natural, and one that would prove its po- tentialities and its appeal even before it was marketed. So the company decided to let the consumers themselves pick the cigarette blend that they liked 'best. That was where the extensive research, the famous nation-wide "blindfold" test, came in. Here is how the company did the job: Lorillard took its own fine Turkish cigarette tobaccos and carefully selected blends of its own creation; made them up into a variety of cigarettes, each different blend identified with a different key symbol. It then bought up quantities of all the other brands of blended cigarettes of its competitors, removed the tobacco and re- rolled them in plain paper, again giving each one its own individual key symbol. The company then placed all of these different keyed cigarettes in plain packages and distributed the entire selection to more than 5,oco smokers from one end of the country to the other. It was up to each smoker to compare the cigarettes and to pick his favorite from the taste, flavor and aroma alone. No extraneous and artificial brand likes and dislikes could possibly enter the picture, for the smokers had no idea what brands they were smoking. One blend was by far the smokers' favorite-it stood head and shoulders over all the rest for taste, flavor, aroma and all-around smoking enjoyment. That was the blend that the company introduced 1421 i i }

the following year as its new and most important cigarette, Old Gold. Distribution of Old Golds started off mildly and quietly in New England in zg26. By rg2;, Lorillard had distributed the new cigarette to every city and town in the, nation and was selling Old Golds, in the face of stiff competition, by means of an advertising campaign that was unique in many ways. "A Voice from the Sky" was one of the first innovations that Lorillard used in 1927 to advertise Old Golds. Some officials had the idea of broadcasting by loud speaker, from an airplane. So they had a plane, formerly used on the Washington-Philadelphia run, fitted up with a piano, microphones and a loud speaker. In addition to the \t '~aiver my timberr if this isnt the be.rt cigarette a mann ever set hlslipsto"~ ..w_. ,_.,....~._.r. ..=.W.,.,. sRx or: ~r+aiov'nz WON ~ OLD GOLD_-j The New xnd Better cigarette _ 20fv> ig4 SHL ZRLAlVRI OT SHLM AL Old Gold's voice from the sky! Herc's ehe big airptzne,'The Vofs of the STcy;' dut m ttndy bewdc+st the mawye of Old Gold Cigsmttr> u.a your aty. This hvge ship,a Foldker, !. an eza¢ duptiote of the pfzne that oriied Comtmnder Bvrd to the North Pete. It is ddsm by thtee meean, nrig(v si: mns, end carcies a aew of five. The powetfut amplf5ers- through t.hich the sound 'u traiumitted f- the douds, lss- . noge of tevmal mitea from m aititude of 3,JCO f c flbove. A "famous first" was scored by Old Gold when it broadcast advertising mes- sages from an airplane in 1927. The stunt captured the fancy of an increasingly air- mi nded public. Left. Featuring a pirate for at- mosphere, ads like these promoted Old Gold as the "new and better cigarette" in 1926.

pilot, the plane carried a singer, a pianist and an announcer. Lorillard first tried it out on some of its own officials, stood them in the empty swimming pool of radio station WMCA in Plainfield, N. J., while the plane flew overhead broadcasting songs and commercials. It worked so well that the company took it right to the "big time" -Broadway. For a while, before the plane left New York to visit 26 other cities in the country, it flew up and down Broadway, broad- casting the story of Old Golds. The "Voice from the Sky" had another unforeseen result: New York City passed an ordinance, still in effect, prohibiting low flyirig over the city. Cartoon strip advertising was another Old Gold "first:" And the late Clare Briggs, who drew the Old Gold cartoons, was one of the greatest cartoonists of all time. (He gave his name to another Lorillard product, Briggs Smoking Tobacco.) Clare Briggs is still' remembered by thousands for his newspaper panels, "When a Feller Needs a Friend" and "Ain't It a Grand and Glorious Feeling?". Actually, Lorillard had devised the cartoon idea for another of its products some years before, but when the company began its plans to bring out the new cigarette, it decided to save the idea and adopt it for Old Golds. Briggs cartoon strips for Old Gold appeared across the country in i,5oo newspapers, sold the cigarettes with a smile and started an advertising trend which continues to this day. Old Golds pioneered in radio adver'tising, too. In those early days, national networks were. spotty things at best, and national radio ad- vertising hardly had a toe hold. To use the new medium, Lorillard had an idea which opened up new dimensions for the radio industry. Until then all broadcasting had been done from studios. But Old Gold took the microphone into the theaters with a program called "Old Gold on Broadway." Once a week the company would broadcast a half-hour segment of one of the hit shows on Broadway, and it would catch the performance while it was actually going on. The idea 1441 91087616 . . .. ~ .. .. . _. . _ .-Y: `

And So the Day Is Utterly Ruined OLD GOLD 'The Smoother and Better Cigarette ..., not a cough in a carload ®1917, P. LsnlluA Ce., E.I. 1760 By BRIGGS Pioneering in humorous cartoon-strip advertising, Old Gold tickled the public's funny bone with these amusing campaigns in tg27 and t928. Drawn by the late Clare Briggs, world-famous cartoonist, they sold cigarettes with a smile. worked, of course, for it added new life to broadcasting and really roused public interest in radio as an entertainment form. The National Broadcasting Company perceived the possibilities, began to broad- cast news and special events, right from the spot, as they occurred. [45]

;14 In 1929 the Columbia Broadcasting System was started with a few radio stations. The Lorillard Company, anxious to take advantage of this new advertising possibility, helped make special arrangements with some independent stations and Old Golds were the first product to be advertised coast to coast over the new radio chain. The program featured music by a man still famous in radio and the entertainment world-Paul Whiteman. Before that he and his or- chestra had broadcast sporadically over a few local stations. But now, for the first time, he was heard over a network. He acted not only as orchestra leader, but as the master of ceremonies of the new program. Many musical personalities who later became famous were part of 'VVhiteman's crew in those days and took part in his Old Gold broad- casts. The best known of all, now, is Bing Crosby. But there were others who went on to make names for themselves as leaders of dance bands of their own-the two Dorsey brothers, Tommy and Jimmy, Henry Busse, Ferde Grofe and others. The announcer for the show, a lad getting his first experience on the air, was Ted Husing, who later became one of the leading sportscasters. Just as Lorillard had gone to the smokers themselves to find out what they wanted in a blended cigarette, it now sent out Old Gold field representatives to find out what the people preferred for radio listening, and talent scouts to get the type of talent that the public wanted to hear. One talent scout was tipped off to catch the performance of a young man with a band who was playing jazz in his own way-almost symphonically-at college affairs and small vaudeville theaters. The scouts liked what they heard, and, equally important, they liked the audience reaction that the young man and his outfit got from the people who came to watch and listen. With the proper backing of vocal and dramatic talent, they figured that Lorillard would have a [46] N

radio show that would delight the listeners, and Lorillard officials agreed. The young man and his band were Fred Waring and his Pennsylvanians. I Looking back on the years of great success that Fred Waring and his orchestra have had in American radio, it is hard to realize that the experts whom Lorillard approached balked at the idea of putting the show on the air. They argued that the Pennsylvanians looked good at college dances and on the vaudeville stage, because people were at- tracted to their stage personalities. But their music was complicated, said the experts, and it might even be too highbrow to make a hit with radio listeners. But Old Gold insisted, and Fred Waring and his Pennsylvanians were an immediate hit. During that first year on the air, there wasn't a broadcasting studio anywhere which was big enough to hold the crowds that came to see the show. So every once in a while Old Gold hired New York's Carnegie Hall to take care of the crowds. And every time it was jammed. Lorillard has been a steady radio advertiser ever since. At one time or another, in addition to Whiteman and Waring, it has sponsored broadcasts of such popular orchestras as those of Ted Fiorito and Artie Shaw, Sammy Kaye and Bob Crosby. For a season it presented a dramatic show starring Don Ameche. Both Harold Lloyd and the late, great Robert Benchley have been starred in Old Gold comedy programs. Following this outstanding group came such celebrities as Allan Jones, Frankie Carle, Parkyakarkus and Frank Sinatra. Not all Old Gold advertising was radio broadcasting. There were other notable campaigns. You may remember the Old Gold blind- fold test campaign, based on the same test mentioned before, which enabled Lorillard to pick the blend that most smokers preferred, the blend that became Old Gold. Or you may remember the original [47]

Which Cigarette pealing? a's-really the most ap The four leading brands ... with brand names concealed ... smoked and compared by 123 diners at Detroit-Leland Hotel TL. feui 1<adin; cipaea«.."ma.ked' t. <escea ~har ld<n~lt~. ® C1 ~ 0, YOU0. AAD10 . OLD GOLD..AUL NHITEIIAY HOLR , P.e1 sstil<mav. Y.In{ N laa, wIU n4 mmyi.~. m<CUin. brmE,-a.n t5. eolo bew nry T..n.L~ Inm / re 1~ P>! ~ E.aem SuvGaid Tim., ctr ~h. ect:n nawutk N Ne Colu¢SU &mdenHn( SPttm. Smoother and Better . "not a cough in a carload" . Successor to the famous blindfold test, the "concealed brand names" campaion was strikingly successful in boosting Old Gold sales, despite the depression of'2q. Though prepared almost twenty years ago, this ad still looks remarkably modern today. O ~ 148 ] O 00

"Double Mellow" advertising, the first cigarette advertising to offer buyers "double their money back" if for any reason they were dis- satisfied with Old Golds. In 1930 the company ran a series of humorous advertisements illus- trated with the famous woodcut facsimiles drawn by John Held, Jr. The same year, celebrating the quick, spectacular success of Old Golds, a series of advertisements told of the rapid rise of outstanding celebrities in the entertainm,ent and sporting worlds, people who, like Old Gold, had become overnight successes. Robert Ripley, of "Believe It Or Not" fame, was featured in a series of advertisements as he traveled about the country interview- ing distinguished taste-testers. (Old Golds, remember, had been picked in a great taste test.) And for a while the company's advertisements carried endorsements of famous motion picture stars. In 193 ' 7 the advertising began to feature the double jacket of Cellophane, to keep double mellow Old Golds doubly fresh. Two years later, still im- proving its package, the company brought out the "zip-top" pack, which made opening easier. And off and on for several years the famous Petty girls appeared in Old Gold advertisements. One of the best known advertising campaigns of all was that one carried on under the slogan, "Something new has been added," when Old Gold announced the addition of Latakia tobacco. The discovery and use of apple honey also became the basis of an Old Gold ad- vertising campaign. So did the famous Reader's Digest test, which showed that Old Golds contained less tars and resins than any of the other leading brands. During the war, while cigarettes were so scarce, the Old Gold cam- paign, "Why Be Irritated?," helped to keep many a disgruntled and disappointed smoker in good humor, and helped, too, to keep the product name before the public. The current campaign is also notable [49]

for the simplicity of its theme-that Old Golds are an enjoyable smoke, not a cure-all prescription. It is now almost a decade since the most startling advertising campaign in the company's history. Certainly, if you were old enough to read in z93)„ you remember the famous Old Gold contests, the two largest advertising contests ever run in the country. The first one, a puzzle contest, had a total of 5200,00o in prizes; first prize _15ioo,ooo. The second was even bigger, had a total of -,325o,o0o in prizes. Left, A famous slogan-`aSomething New Has Been Added"-heralded the addition of Latakia tobacco to the Old Gold formula in 1941. Right. And a new ingredient, Apple Honey, also made cigarette history when Old Gold introduced it two years later. I 5o]

0 t AMONG 7 LEADING BRANDS, IMPARTIAL ` TESTS BY READER S DIGEST SHOW 0 L D b'dft UAft L 00ft ~ IN IRRITATING TARS = AND RESINS 6d aw~5tta 1 k+Go~ bend. sf L' 6~xN~ C ry rn. . And dt Ni.ua ttpnf af Yn Jn 4. d. J.ly kwa M 'u weiSd.Sman m,;vfm fMud MOWGddwrM_.ai.lbw•r'm}.:fq ~r.Nr.v 'fbrfrlo6.v.Tbw i. ,a xv Otd GoF4! -- -- --------- Left. Old Gold made important cigarette news in 1942 when a test by Reader's Digest proved 0. G. contained less nicotine, tars and resins than any other leading cigarette. Right. During wartime, when inconveniences irritated the national temper, this good-humored campaign kept Old Gold's name before the public. Hundreds of thousands of people entered the contests. And they made hundreds of thousands of new friends for Old Golds. The con- tests were a national pastime for months. They had their odd ef- fects on the country, too, for they caused an unprecedented sale of dictionaries and put a heavy load on the nation's libraries as the contestants referred to encyclopedias. You have to go back almost 8o years in Lorillard history to find a parallel, however meager, for those great contests. In i86o when the company was celebrating its iooth anniversary, it issued Century, a fine cut tobacco, to mark the occasion. And a few years later, the Lorillards had a novel and most effective idea to spur sales of the [sI] Appl. "Honey" helps gucrd O.Gs. - • fr c H O wnlgarearyneu . m.w~.uu:.u_bwW n.W~pl fi..~d d cL f.u~. .~av.ff aa pW.m er

new brand. As the «rar between the States ended, the company began to put $,ioo in currency at random in the packages of each day's production of Century fine cut. Each Monday, for instance, they would pack a8roo note in one package; each Tuesday, 55o bills would go into a couple of packages; $100 PER DAY DISCQIVTINUED, Having obtained an extensive and wide-spread sale for our I CENTIIftY ~ brand of Finc-crd Cluzvin ' Tobacco, we desire to announce that we shall not pac~ daily $too in the small tin-foil papers after this date, at, its merits being so favorably recognized that Vinducement is no longer necessary. To avoid mis- apprehension, however, we would add that we shall continue to par,k ordcrs for elegant .1?eerscharsr. rr F,'ipes in our ~ YACBT CLIIWand 4EUxESA 9 brands of Smoking Tobacco. The 6 YACHT t7LIIBs is devoid of Nico- tine, and cannot injure the health, and is especially rec- ommended to people of sedentary occupations or ner- ' vous constitutions,. . The trade are invited to send for circulars. - - -= P. LORILLARD, New York. HARPER'S TIEEgLY. [Jcrs 18,18C8. Lorillard's Yacht Club Pipe ! d GEh'UINE 3fEEBSCHdU3I1 ORDERS FOR THESE ELEGANT PIPES ARE PLAC~ DAILY Ll` TIIE F ARIOUB SIZED'PACK AGES of LORILLARDS =YA08T CLUB SMO8ING TOBAOCO. m~rxar~ c~.na~o~~osmn~eredwz.rie.M.r.,.,re .n.H. `~iYi'tl2 y •uttIULY Y~P.Y~~.'+ciLk.'li~onae+l .^n u~~lA~t .ei n~aww.~au ~va P. Noe 18,18, end 20 CBambere Streat, New Yxk. LRBn7~82 LSWiCuh °" 2cbw L Wt b.0 Ly.eL04 D.:m L P~. es .rb S a:cA 9T ~'~!.[ ~ w q~~+1 '!W h9 dker, .lll ttW ro t%k Left. One hundred years of Lorillard tobacco-making, celebrated by a grand lottery that distributed $ioo a day until 1869. Here is the advertisement from 4ppleton's 7ournal, August 7, 1869, announcing the discontinuance of the ; too a day lottery. Yacht Club is here advertised as devoid of nicotine-the first denicotinized to- bacco advertised, made by Lorillard. Right. Lorillard's Yacht Club Pipe. Apparently the inverted horseshoe around the yacht was engraved "Lorillard's Yacht Club Pipe." The yacht stood out in relief. on Wednesday it would be five $2o bills; on Thursday ten $io bills, Friday twenty $5 bills and Saturday fifty $z bills. The distribution of money with the tobacco kept up for about a year, and the com- pany advertised this added inducement in Harper's Magazine in 1867. Then, because of the lottery-like character of the practice, the company had to stop packing money with Century fine cut. But even without the $ioo a day, the sales of Century continued to { increase. ,r ~52~

OLD GOLD'S NEW EASY CONTEST ~77r ~, - , 000 0o FlRSI bu,uuV.uu awunu rmcq 00 TNIRD ;PRIZE PRIIE '.. 525 000 , . v . ! _ ENTER OO IN CASH T~D~Y:$~SO,OOO: PRIZES TODAY'S the day to enter this easy fortune•making contest. On this page you will 6nd everything you need in order to entert Win $100,000 First Prize; a50,000 Second Prize; $25XQ Third Prize. o;rg Txot SAtaD PRIZr's, totaling a quarter million dollals will be awarded. ;omeG:dy Is going to xin thia $10©.G00! Why not YoU! Gne thousand petsons are going to get a qurter million doflus. Get your share. There's rU reason why YoU should not gi•Je Yo17FtiSLF this wonderful opportunity. Anybody who can read and write can enter. There's nothing hard about it. Nothing beyond y'our own ability. MAIL YOUR ANSWERS BY MIDNIGHT TOMORROW NIGHT } r THE PRIZES ist Prize 5100,000.00 2nd Prize. 950,000.00 3rd Prize.525,000.00 4th Prlm . . . . .sIG1G90." 5th Prizs . . . . . s50A0.G0 6!A Prt:e . . . s5~G00,Og 7th Prim . . . . . SS~GGO.GO sth Prim . . . . . 52,500.G9 9th Prfze . . . . S2,5G0,G0 3 Pr¢es s1,900.0A exh . s3,GO6.P6 10 Prius F50®.60 eui . +5'QG6.G6 73 Ptd s2'a0.G0 uc1 . $7,0G0.96 50 Pecn s160.00 veh . t4,QGe.GO Gee No-ndred Prnes F=.0.00 exh . . . . s5,000.D0 BC+t Hvndrel Prues . s2B.000.G0 s15.00 each . TOTAL 3,000 Pdless250,000.00 No Brain•Tulsh'ng-No Poring Ocer Dlcrionariu and EnGrfopedias o~., ean r~ wt:w Is, w~+" rm~.~...r ud w.. xw P,w e.,vP ro~. <..d~s a ow eovn ne:. vas.rr .r,.-;a. ~ r,a.,r~ AY mWr'.be uma .rw ciE?AnW. J]A GPLJ]cenaS{md+prtr~.~6+i, Ginyeurv .v..~°P~~~4 ~.anos.mo.~`~c; .ncOM.~:P e.NPawJuo.MbP1 eLCNr.L-. nWh."n~iM Jbtqinv'uryambmii a oio win ya'n. r++.=.r,ow+~u..rh.hyr w..•.n ~;~,K...wmm.~..w<r...w,.<,,, ran~Hnrs P.ule \"e. t. T o, ~E..~ h~a ~ oin cow's rota>Ea..er. entl( ecMl.+ri'[a lu - Ie y.u 1JLO <DCDs .W wr rv. De'reGe 15. eas H ae ~Wae. Hva: <v Owbu~il.;n.y.Da•. Cu+n.:n+. By. p~k M OLD GOLD9. Smcb t0. I( Pw Mn't "h iE.m, nwra uk ms:'..Y FO na wn.c rou P:uo wa nre Evr.u rcs wv.ce PL[IL PLL'3 rw rcs Po.1'eJE a.~,n,r ~s. r~-Eku~,.raxt c:w+.a..Em »e s.P oLD em.ee, K.n.. ra w.."e< row r-.•.a. m~n OLD COiD3 Enter thLe Conrest. WIn 3100.000.00 or Any of 1,000 Cacfi Pri:.u -o,.K~.~.x .~w. ,.a„acx ..~a,.....w.~. THE RULES... Please Read Them Carefully USE THE ENTRY FORM BELOW! OFFICIAL ENTRY FORM x..,j ~..tl ~,..... Old Gold put the nation in a ferment in 1937 `with its sponsorship of the largest advertising contest ever run. Thousands competed for $250,00o in cash prizes, creating many new friends and widespread publicity for the cigarette. SUPPEY_iNEMISSIK CUNIIE.RS11TNiN FUtIwTN~SNA

Lorillard used a variation of the idea the following year, 1868. Then it began packing an occasional coupon, which could be re- deemed for an elegant meerschaum pipe, in some of the packages of Eureka and Yacht Club brands of smoking tobacco. But whether it was the random bank notes of the rgth century, the first coast to coast radio network programs, the mammoth con- I['~ou it TRF,:1T instead of R~REA1'-1IE\T... smoke O1c1U~1 Whntl You don't care a hoot about'7aboratory tests" and me dicinal pmperties when it comes to cigarettes? You'll gladty settfe for just e grand mellow smoke? Then Old Golds are made for YOU! Old Gofda are MOT remediee. They're made under advanced acientific coutroLs at every step- to insure the most 9avoMe fza7irant cigarette you ever tasted! ]nterested In that kind of smek. ing?ThenlightaaOldGold...get ~. M:dc6y~~t4 thefulljoyoftopquaGtyubacroa / e',.ws+sre~.,ttYwfx perfectly conditioned to yield Pi.EASUR&-and nothing eLse but! V uuly ADO qeut When other brands claimed dubious medical benefits, Old Gold ridiculed them in this popular and amusing campaign introduced in 1946. Promising a "treat in- stead of a treatment," Old Gold delighted smokers by candidly stating that its only claim was pleasure.

tests of i93`, or today's comedy and musical radio programs and newspaper and magazine advertising, Lorillard's employees know that the company's promotion has just one purpose: to win new friends for Lorillard products-the most important of which is Old Gold. For it is in finding new friends and keeping old ones that Lorillard will continue to grow. How well is it growing? In the last three years, the sales of Old Golds have tripled ! a I Lorillard research gave the company new points to stress in much of its advertising, for the research made Old Golds an ever better, more enjoyable cigarette for the country's discriminating smokers. The company, for instance, was the first to use aluminum foil for the inner wrappings in cigarette packages. This was better than the old lead foil, but still it was not good enough to suit the perfection- ists at Lorillard who wanted to put. Old Golds in a package so im- pervious to weather and heat that they would taste as good in a desert or in a damp, steaming jungle as they would under ideal con- ditions of climate and weather. ,Cellophane was the answer; Cellophane as an outer package wrap- ping. How effective a protector Lorillard had found was immediately indicated by the speed with which all the other important cigarette manufacturers adopted the practice of wrapping their packages in Cellophane. Not only cigarette manufacturers approved the idea- soon the makers of uncounted other products affected by weather wrapped their goods in Cellophane. Lorillard improved not only the package, but the cigarette that went into the package. In 1939 it added Latakia to Old Golds. Just a touch of the rare aromatic tobacco that is grown and cured only on the shores of the Eastern Mediterranean was used to enrich Old Golds. Small-leafed Latakia gets its unique aroma and its other qual- ities from the way it is smoke-cured. For this way of curing the leaf [55]

tobacco does more than add new and wonderful flavor. You know, of course, that a humectant, or humidifying agent, is used in virtually all tobaccos. In 1943 Old Gold found a new moisten- ing agent-the famous Apple Honey. In a way, you can call the dis- covery and use of Apple Honey one of the good things to come out of the war. For Lorillard, working to overcome the tough packaging and distributing problems caused by the war, collaborated with the U. S. Department of Agriculture in the discovery that Apple Honey, made from the juice of fresh apples, was an admirable humectant. No matter how bad the climatic conditions, Apple Honey helped to lock the natural moisture and goodness in the tobacco in Old Golds. Today's Old Golds, enhanced by both Latakia and Apple Honey, are based upon the cigarette blend which the smokers of the country chose themselves in the z925 blindfold test. And essentially they are based on even more. For there are almost 20o years of work and testing and skill behind them. Aroma, taste and quality counted most when the first Lorillard began blendi ng his earliest snuffs and smok- ing tobaccos. He and his successors chose their tobaccos from the best in the Americas and the best abroad, and they were always care- ful to maintain the highest standards of quality-and to better them when they could. They bought the best Virginia bright, the best Kentucky burley, the best Carolina leaf, the finest Turkish, the choicest Louisiana black perique, the finest leaf from Cuba and Puerto Rico. They bought them all and blended them into hundreds of brands of snuff, plug, smoking tobacco, cigars and cigarettes, to suit the changing wishes of a nation. And the culmination of all this care and skill is found in all of Lorillard's brands today-and especially in Old Golds, the cigarette that made good overnight and turned the Big Three cigarette brands into the Big Four. Old Golds-"Treasure of Them All." L56~

1 1 Dutch tobacco tag, issued by J. Quack & Zoon of Amsterdam, The Netherlands, with whom the Loril- lards did export business. Note the 6gure is a Statue of Liberty, so labeled, with Liberty cap on one spear, the flag of the United States on the other spear- held by an Indian maiden with feathered headdress. ., 0 :",,a_44--.

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