Tobacco Documents Online

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MANLIE~_A'E~:~,E1~I Yice Presldetif and Director.pJ DONALD A. HENDERSON MELVIN E. DAWLEY HAROLD X. SCHREDER Treasurer and Secretary President and Director Executive Vice President Twentieth Century-Fox Lord & Taylor and Director Film Corporation Distributors Group, Inc.

B ECAUSE 1960 marks the 200th anniversary of the founding of P. Lorillard Company, it seemed fitting for the Company to issue a Bicentennial Report: one that would record the entire Lorillard tradition of continual growth and honorable service over the span of the past two centuries. It is our hope that this report will serve to inform and interest our owners and friends today, and in the future perhaps, stand as a landmark in the area of commercial memorabilia issued by American business and industry. A two-hundredth anniversary could easily be turned into an occasion for burying oneself in the past, and Lorillard has ample excuse to lose itself among the inlaid snuff boxes and richly scented Turkish cigarettes of past eras-P. Lorillard Company is older than the United States, taking its origin in the Colonial days of 1760 when British kings ruled the land. Following the discovery of tobacco in America. the "bewitching vegetable" rapidly grew in favor throughout the world. In America the growth of the tobacco industry has paralleled. and been a vital part of, the growth of our nation itself; and the history of Lorillard is virtually the history of the entire industry: for Lorillard is the oldest tobacco company in the world. Lorillard has grown from a smill, family-owned 18th centUry "manu- factory" to the present great corporation with approximately 33,000 owners. its shareholders. This record of growth is more than just a history of a business. In a larger sense it symbolizes 200 years of free enterprise in the American tradition. It stands for two centuries of service and responsibility toward the American people (from Colonial days. through the Revolutionary War and the War Between the States. through every phase of our country's

great gro~t~th). It also represents 20 decades of steady corporate achieve- ment which has brought. and will continue to provide. very real benefits to the owners and employees of the Company, and to the entire American economn%-. Thu:,. while we can enjoy this view of the past, and learn its valuable lessons. it is to the present-and the future-that we must look. The character of our Company is formed of a double strand of equal toughness: Lorillard is tradition and progress. We need not work for the tradition-it is there. always giving us the solid backing of proven accom- plishment. But the present must be won today-before the sun goes down- and the future must be anticipated at the same time. Although we are proud to carry America's earliest tobacco name. we are more eager to carry on with America's newest tobacco ideas-as embodied by such major Lorillard cigarette brands as Kent, Newport. Old Gold and Spring. Today Lorillard is producing the finest products in our history. We will produce better ones tomorrow. Throughout 1960 and the years ahead you may be sure that Lorillard will coiaiuue to be first with the finest cigarettes through Lorillard research. Lorillard's past has been characterized by renewal and revitalizations: in this sense of tradition does Lorillard look to the future, humbly and with gratitude to all of the people without whom this anniversary would have been impossible: The shareholders who have placed their confidence in this Company: the employees who have served it loyally and willingly; the smokers everywhere who have purchased and enjoyed our products. To all of them, thank you. Z

Tobacco & Snuff of the bef7 quality &= flatior, At the Manutattory,No.4, Chatham itreet,near the Gaol By Peter and George Lorillard, Where may be had ass foliows : Cut tobaeco, Prig or carrot do. Comrnon ki tefoot do. - - Maccuba -fnuff, - - - - - ~ommon fmoaking do. - Rappee do. , ` - Segars do. - Strafburgh do. - - - Ladies twift d,o. -- Common rappee do. - Pigtail do. in fmall rolls, Scented rappee do. of dif- Plu-g do. ferent lcinds,. . .Hogtail do. Scotch do. -The above.Tobacco and S nuff will be fold; reaf onabie, ., and` warra»ted as good as any on the cnnttnen~. - If not : found to prove good, any part of it may be returned, if not dam:aged. N:-B.--Proper allowance will be ~ rnade to thofe that pUrcha,fe , a quantity. - MAy z7--cm. - Earliest known advertisement, -May 27, 1789, of the oldest tobacco company in the United States ... the house of Lorillard, featured Indian trademark.

176o The tobacco industry in America is launched-after previous short-lived attempts-when Pierre Lorillard opens a "manufactory" in New York City to produce and sell tobacco products "of the best quality and flavor." :1787 Earliest known newspaper tobacco advertising campaign in the country is started by Peter and George Lorillard, sons of Pierre Lorillard. 17 9", The Lorillard Brothers move their main factory to the banks of the Bronx River north of New York and, in one of the earliest industrial uses of water- power in America, harnessed the swift-flowing waters to run the new mill. -'(S3o Lorillard pioneers America's first nationwide distribution of manufactured merchandise when United States postmasters stock and sell Lorillard products. IcS4o s "Private label" tobaccos for dealers are introduced by Lorillard on a national scale. i86os Lorillard introduces the "tin tag" as the first use of an effective trademark on tobacco products to protect a national manufacturer against imitators. The Company moves its main manufacturing facilities to a vast, new plant at Jersey City, with the most modern facilities of its day.

® aar ..:c64, " Lorillard begins the first "industrial baby-sitting service" when it hires sitters for children of women workers at its Jersey City plant. I(SgOs Lorillard is absorbed into the giant tobacco trust, but still maintains its own corporate identity. 1911 The trust is dissolved: Lorillard gets back its manufacturing properties, and various cigar, tobacco and cigarette brands, and becomes the leading manufacturer of the then-dominant Turkish cigarettes, including Murads, Helmar and Egyptian Deities. 1926 The Company moves into the blended cigarette field with introduction of Old Gold. The new cigarette makes tobacco industry history with the "blindfold test," the first coast-to-coast radio hookup, the first cellophane package wrapper. 1929 Lorillard establishes one of the first research laboratories in the cigarette industry. Lorillard recognizes the young, growing cigarette vending industry. Lorillard introduces a new method of cigarette sales in supermarkets, making use of self-service racks that sell cartons, half-cartons and individual packs. Lorillard introduces a revolutionary new filter with the debut of Kent with the Micronite filter. C no

Lorillard introduces king-size Old Golds. .19 5- 4 King-size Kent is introduced. Old Gold Filter King is launched, giving Lorillard the first single brand-name "family" of three cigarettes. -19D6 Lorillard opens the world's most modern cigarette factory at Greensboro, North Carolina. 1957 New improved Kent Micronite filter announced, and Kent becomes America's fastest growing cigarette brand; Newport, lightly mentholated filter cigarette with "a hint of mint," is introduced. Old Gold Straights are introduced and are the first new cigarette for the non- filter market in nine years; Old Gold Spin Filter is introduced; Lorillard inaugurates the first institutional corporate advertising aimed at a mass consumer audience in the history of the cigarette industry; Lorillard moves its headquarters office to "Lorillard Building"-brand new, blue-tinted 29-story skyscraper at 200 East 42nd Street in New York City; Lorillard has become the nation's fastest growing tobacco company. Madison, the extra-mild genuine cork tipped little cigar blended with fine Havana, is introduced; Spring, king-sized filter cigarette with "wisp of menthol" is introduced, featuring Lorillard-developed cigarette paper that gives uniform ventilation through microscopic openings in the paper; Loril- lard expands its foreign operations with numerous licensing agreements throughout the world and increased direct export shipments; it forms wholly- owned subsidiary, P. Lorillard Pan American Inc., to provide maximum service to Lorillard export customers and assure greater supervision of the Company's expanding international activities; Lorillard achieves record sales, earnings and dividends for the second successive year.

c'/`e~drz~d, (7- Since American Indians were the first to grow and smoke tobacco, it is fitting that P. Lorillard Company, as the country's oldest tobacco firm, acknowledge tobacco's debt to the red man. Lorillard always has done so, beginning with its first advertisement, continuing with those of recent years and dramatizing the association with a series of distinguished documentary films on Indian life. Some of its brands bore Indian names, and wooden Indians stood in front of the shops of Lorillard dealers. The Company's own trademark is an enduring tribute. Two Indians are pictured on this trademark beneath the inscription. "Estab- lished 1 i60." One holds a calumet, the other a sheaf of tobacco leaves. Tobacco bales are their seats. and between them stand hogsheads of more of their race's gift to grateful humanitv, hailecd as `'the Indian weed," "the soverane herb."' and "that bewitchin~; vegetable." It was West Indies tribesmen who. when Columbus landed on San Salvador, offered him dried tobacco leaves as a gesture of friendship. The discoverer of Anierica, being in search of a new trade route to China and gold, failed to appreciate the gift as more than a token. He threw away the leaves, which was 8