Tobacco Documents Online

The U. S. tobacco hutustry contributed nearly $50 billion to the nation's economy in 1977, a major new study reports. Nearly 2.3 percent of the nation's work force was employed because of tobacco. Dade County and Smokers Tobacco Contributed $50 Billion in 1977 resent 3.2 percent of the total taxes collected. Tobacco, its products and related products and services, contributed 2.6 percent of America's gross national product in 1977, the study says. Nearly 2,3 percent of the national employ- ment was attributed to tobacco. The year 1977 was the most recent for which all data necessary for the Voters Reject Restrictions study were available. It is the second major application of Wharton's recent- ly developed appro~h for linking a model of an industry with a national econometric model. Tobacco affected all s~ctors of the economy, the study said. It shows, for instance, that 28 percent of total U.S. sales of outdoor advertising is attribut- able to cigarettes; 11 percent of the sales of aluminum foil; and 6 percent of The U.S. tobacco industry contn'b- utcd nearly $50 billion to the nation's economy in 1977, according to a study by the Applied Research Center at the University of Pcansylvania's Wharton School. Some 2,067,000 were employed in 1977 either in the tobacco industry or in other industries beeanse of the to- bacco industry, the study found. These people were paid $25.2 billion. -- Atso,-tobaoco~ontributed SLL9J)il~hoxnagaziue advertising. lion in federal taxes and $7.3 billion in The study also breaks down th~c0~-- state and local taxes.These figures rep- tribution of the tobacco industry by state. It finds, for example, that New Jersey is the fourth leading state in terms of employment of people in cigarette-related support industries. In New Jersey, 4,300 jobs arc attrib- utable to the tohaeco industry, $58.8 million in wages, and more than $174 million in excise, income, and other tax revenues. Although the tobacco industry re- gards itself as the nation's oldest, dating from the first export crop in James- town, Virginia, in 1613, no survey of both direct and indirect contributions had been made until the current study was undertaken. The Wharton study was commis- sioned by the Washington, D. C., firm MIAMI, Fla.-After an anxious eve- ning waiting for a morning count of more than 3,200 absentee ballots, arid then a recount, Dade County officials announced that voters do not want to severely restrict public smoking. Only 27 percent of more than 700,000 registered voters turned outon astcamy May day for the special election. Final tallies show 96,512 (50.21%) voted against the proposed ordinance, 95,692 (49.78%) in favor. The ordinance, more restrictive than the Proposition 5 proposal defeated in California, would have prohibited smoking in virtually all enclosed build- ings except private residences. Smoking would have been banned in many work It would have mandated that every restaurant, even tiny ones, would need a no-smoklng area. No-smoking signs would have sprouted in l~de County from barber shops and howling alleys to shopping malls and train stations. Maximum fine for violations was $500. The ordinance was put on the ballot by a lO.O(}O-sigmture l~ition,'circu- latod by the Group Against Smokers' Pollution (GASP). It used the slogan: "Be Fair. Vote for Chain Indoor Air." D~le Voters fsx Free Ckoicc was formed to fight the ordinance, Through advertisements it stressed that the pro- posed law would meddle in people's lives and businesses. 'q'he ordinance punishes workers and consumers by raising business costs," the ads said. A study by a certified public account- ant firm showed that the immediate costs of the ordinance would have been $8 million to public and private sectors. For instance, the 23,172 buildings in the county would need signs at public cntrances-a projected $2,1 million The cost to provide Miami Interna- tional Airport with smoking and smoking sections would have been $807,000, the firm said, Dude Voters for Free Choice spent more than $1 million to defeat the meas- ure: this amount became a campaign issue. Besides tobacco companies, other contn'butors included Kentucky's burley tobacco farmers, restaurant and hotel owners and private individuals. "As far ~s the tobacco iodustry is eoneerncd," a Dude Voters spokesman said, "it seems totally logical for them to do whatever they could to help assure that our voters knew the full implica. tlons .... You can't present facts, start- ing from scratch, in a populoos commu- nity like Dade County without it lag money." GASP had been given 53 the anmber tmrehased by Dade Vo~ers. Bilingual City Dadc, a sprawling county, contains more than 1½ million people. It includes a heavy proportion of older people: one out of six voters is over 65. The bilingual city of Miami, hecom- inga large Latin American trade center. is in Dade, as is the tomato-growing region surrounding Homestead, and Miami Beach, still noted for tourism. Tourism, in fact, was an election is- sue. Some 4.2 million tourists spent Cont. on pg. 5 of Covington & Burling for its client. The Tobacco Institute. In order to protect the confidentiality of certain competitive data. The Insti- tute authorized Covington & Burling to coordinate the project. The Applied Researoh Center worked in conjunc- tion with Wharton Econometric Fore- casting Associates. A summary of the findings is avail- able from the Wharton Applied Re- search Canter and The Tobacco Institute. Joe Robbie. president of DoMe Voters for Fm~ Choice, tell~ the Miami med~a that ~,oters rcje~ed a ~al to ~ ~,m,~ in mecf p~bl~ pl~ee~. Ti53180757

Congress Rejects ,Expo, Tobacco Ban: WASHINGTON. D. C.-Tbe U.S. House of R~pres~ntat/vcs an effort by Rep. P~ter N.Y.) t~ proh~it financing the sale of $300,000 oftobaoco to Guyana. Cougressmcn Walter B. Jones. Charles O. Whitley, and L. H. Fountain (D-N.C.L plus William H. Natch~r (D-Ky.) and John W. Jenrctte (D-S.C.) argued against th~ prohibition. Fountain said the proposal "'is anti- tobacco and it is anti-farmer." In a press release, Fountain stressed that anti-tobacco forces in Congress had renewed their attacks. Battles against these forocs "may cause ulcers and severe tensions, but they must bc fought and won today, tomorrow, and forever," he said. "lax Pmlxmal~ In March, t~,vo Midwestern Con- gressro~n introduced bills to increase the federal excise tax on cigarettes. with tim added revenues being targeted for special purposes. S~n. John C. Danforth (R-Mo0 intro- duced bills to increase the federal excise from the current 8 to 18 cents per pack. Danforth wants the money, an esti- mated $2.9 billion, spent on his pro- posed national catastrophic health in- The plan was immediately criticized by North Carolina State Agriculture Commissioner James A. Graham, who said, "Here we arc in the worst kind of inflation, and they want to increase cig- arette taxes by 10 cents!'" "The purchasers of tobacco pay more than their share of the national tax burdeax" said Richard R. ld~d~r, mr of rr~dia relations at The Tohaoco h~st/tut~, in a letter in a Raldgh n¢ws- Rap. Richard A~ Gaphardt (D-Mo.) introduced a bill to increase tim faderal tax to l0 cents per pack. Gaphardt wants the money to help offset Social Security deficits. Another bill, introduced by Rep. Millicant Fenwick {R-NJ.), would quire cigarette manufacturers to help compensate workers disabled "'as a suit of employment-related diseases" caused by asbestos inhalation and~or inhalation of tobacco smoke. Reuas Letter Also in the nation's capital, Rep. Henry S. Rcuss (O-Wis.) wrote the OffiCe ofM~m~nt an~Budget urg: ing the govcromcnt to initiate "a pro- gram to wean American farmers away from tobacco." Rcuss wants a program of crop sub- stitution, citing success with programs in Asia and South America, where farmers plant crops such as wheat and lentils instead of those which produce narcotics. In the United States, tobacco prod- ucts arc distributed through approxi- mately 1.35 million retail outlets, rang- ing from vending machines to the tobacco departments of chain-operated department stores. Maryland's tobacco auction opened this spring with traditional fanfare, plus the unveiling ofR. J. Reynolds Tobacco Co.'s "Pride in Tobacco" campaign. Tobacco Institute Presidenl Horace R. Komegay told farmers that Department of Health, Education, and Welfare Secretary Joseph A. Califano Jr. "is to tobacco what the boll weevil is to cotton .... Callfano' s actions may unify the tobacco industry in a way that it has never been unified before." Califano's Charge Lacks Basis A complaint by Department of Health, Education, and Welfare Secretary Joseph A. Califano Jr., that smoking-related illnesses account for more than $1 billion in Social Security disability payments appar- ently has no factual basis, according to officials of The Tobacco Institute. Califano made the charge last October during a political campaign appearance in Connecticut. This spring, legislation was introduced in Congress, in- spired by the Sccreta~'s statement, to increase clga- rette [axes to help defray Social Security medical expenses. Meanwhile. The Institute had asked HEW, under the Freedom of Information Act, to supply the basis for the Caiifano declaration. The Institute said the response showed that the request was sent by HEW staffto the Social Security Administration, a branch of the deparlmcnt, for reply. Califano's statement would mean that one out of every $13 in disability costs could be attn'buted to smoking. According to The Institute, this was the history of tbe Callfano st~isti¢, coataincd in government memoranda oblained from the Social Security Ad- ministration: In December 1977, Califano asked the acting Social Security Commissioner, Donald Wortman, to investigate whether data were available indicating how many persons were on disability rolls by resson of diseases which he said are caused by smoking. In t~n days, just before Callfano's Jan. 11. 1978 declaration of"war" against tobacco. Wortman sent him tables indicating payouts for disabilities "for diagnostic categories in which there is a risk factor because of smoking." He did not refer to illnesses "caused" by smoking. Wortman included in his message to the S~crotary a memorandum from Herbert Blumenfald, M.D., acting chief medical officer in the disability insurance buroan of Social Security, which stated. "It is not known what the smoking habits of this specific popu- lation were, nor can it be determined that the dis*use. in any sin#e individual, was caused by smoking." Califano wade no reference to the matter in his J an. I 1, 1978 speech. In April of last year, a Ms. Laura Miller of his stuff sent him another memorandum in which she said 28 percent of disability awards were g~ing to persons who had diseases she said arc linked to smoking. Miller applied a pcrocn~gc in each disease category to obtain the number she said could be caused by smoking, and concluded that nine percent of the $13.3 billion annual Social Security disability bill- more than $1 billion-was therofore the fault of smokers. She indicated, in parentheses, that there was no actual case of a reported smoking-caused disability. however. These and other memoranda in the government file contained warnings about the calculations, such as: "'No data is readily available on tbe smoking pat- terns of disability bencficiarias." "'This reasoning depends on broad-brash assump- tions." "'Assumptions have been made that may not be correct, it is difficult to know how reliable the con- clusions arc.'" Institute officials said they have no knowledge whether warnings about the unreliability of the infor- matinn were actually sccn by Califano before he made his ~at pronouncement in Connecticut. "They said there apparently was no such information avail- able on Capitol Hill before the tax increase mcnsures were introduced in rospons¢ to that pronouncorr~nt. TI53180758

WASHINGTON. D.C.-The To- hacco Institute in a letter to Depart- ment of Health. Education, and Welfare Secretary Joseph A. Califano Jr. sa~d. "'We are confidant that cigarette brand adverdsing is not the reason young peo- ple begin smoking." The letter, from Tl's Fre.sidant Hor- ace R. Kornegay, quotes the new Sur- geon General's report on smoking. which suggests that peer pressure might be a primary factor in teen smoking. Califano recently told a San Fran= eisco audience that smoking among teenagers has declined 25 percent since 1974. He sa~d that slightly more teenage Imcco industry that sr~kin~ ~ ~n adult Tl'~ p~ident If~t~ a n~mber t~en ~ implement tM~ ~cy, i~b~ ing votuntee~ng in 1969 to c~l advertising io the television and media "be~nse of their unique app~l to children." Ko~e~y ~d that "'seff-~s~nt... h~ chamtefi~d ci~tte ~v~ising for m~y ye~." T! also ~d, in ~ e~lier p~s statement. ~at "just th~ mnths ~o, Mr. ~ff~o w~ t~ing to ~ the count~ by wfin#ng his ~nds over what ~ called a te~ble incr~e in . -- --gifts thanA~oycnow smoke~cigar~eates.~ youth tobac_c.o .s.mokj.ng which he said H EW's Secretary subsequently wrote the chief executive officers of six major cigarette companies asking that the in- dustry allocate ten percent of its adver- tising and promotion budget "'to a spe- • cial campaign aimed at teenagers and children, emphasizing that smoking is not for children." Kornegay's letter to Califano said, "'It has long been the view of the to- was the result of sinister advert/sing campaigns. "At the same time, he already had the data showing that tccn tobacco smoking was down and that teen mari- juana smoking was up sharply. Yet do- body has advertised pot. dust recently his department announced that more teenagers have tried alcohol than to- bacco," Ti said. Award-Winning Editorials Decry Anti-Smoking Zeal Edwin M. Yoder Jr., editorial page editor of The Washington Star, won journalism's top award, the Pulitzer Prize, this year for his editorials.These included attacks on Department of I~l'ealth, Education, and Welfare Secre- tarydoseph A. Califano dr.'s anti-smok- ing campaign. Yoder is a pipe smoker. "What Mr. Califano is doing with his anti-smoking hoohah," the Star wrote, "is illustrating further the tilted concept of the reds as parents and the citizenry as recalcitrant and contrary children, to be coerced if they will not heed. This corrosive thesis has become as ubiqui- tous within federaldom as it is dubious." Writing about Califano's z~al, the Star said, "We fear that one of these days he may decide to abstain, too, from an occasional taste of grape or grain-and mandate a round of celery juice for the boys in tic back room." Of a Washington, D. C., ordinance to prohibit public smoking, the Star said, "'The anti-smoking zeal that is widely translating itself into legislation is a brilliant example of authoritarian recti- tudo-a manacling of the individual for his own good .... What this is, simple and unadorned, is a gratuitous intrusion -by a local government that would have. a passerby might think, issues more deserving of its enor#es." The Star also criticizecl the proposal in California, which voters re..~ctod, to restrict public smoking. "'We say Califom~'s "proposition" before long they'll declare that smoking in the woods is detrimental to non- smoking wildlife and want to ban smok- ing in the High Sierras." Nation's Airlines CAB Seeks Comments on Smoking WASHINGTON, D. C-The U. S. Civil Aeronautics Board is asking for public comment on a number of pos- sible new rules concerning smoking on commercial aircraft. Among the proposals CAB is con- sidodng are requiring that cigar and pipe smokers be separated from non- smokers by at least seven rows, and establishing a buffer zone of at least one row between smoking and non- smoking sections. Other possible rules to be debated include requiring partitions between smokers and nonsmokers; requiting smokers to extinguish cigars and pipes on request; banning all smoking on srmdl alrcrall or short flights; and re- quiring cigar and pipe smokers to sit by the air vents. CAB member Richard d. O'Melia ur~d LVa~t "reli~lc seiontific te~ts on the llow of smoke" he undertakan. "We need more hard information.'" q~etme and hanmgue, before we can, in the back of the plane or in the win- dow seats or throw them out alto- gether." Comments are to be sent to Docket 29044, Room 71 I, Civil AerOnautics Board, 1825 Connecticut Avenue. N.W., Washington, D.C. 20428. The deadline for initial cormnants is Aug. 20. Smokers "Fed Up" Exactly how smokers and nonsmok- ers arc separated depends on the air- line. Most place smokers in the rear. Alaska Airlines currently is experi- moating in first-class by putting smok- ers and nonsmokers on selmrate sides of the aisle, according to Connie Ziehall,a spokesman for the airline. CAB's new regulation that pipe and cigar smokers be seated to the rear of cigarette smokers resulted in a number of ~idincs b,..i~ ~ and ci~, acoording to a Tobacco Obee~rver survey. Mta. East--, Natiot,~l. and B.qmiff some variation on exactly how this is done. A spokesman for Air Florida said that smokers may soon revolt. "'People keep telling them they have to be pushed aside because they like ciga- rettes, and they're getting fed up," he said. The Tobacco Observer presents information and comment on publle events of interest to the tobacco industry. It recognizes that there is diversity of opinion akmut tobacco use and that charges against tohac¢o are widely publicized while less attention is given to differing views, which are included in our columns. Its aim is to aid full, free and informed disea~ion in the public interest, in the conviction that the smoking and heaith contro- versy must be rtsohted by sciemifie Pablkhed by The Tefmeea lnaatute Horace R. Kornegay, PreMdent Paul Kn*~ck. Edict Vicl~e Wilton. Cimulation Director TI53180759

Cancer: Com,plex Diseas e The ~ industW has ahvays stressed that scientific resea~ch~ not and-smoking campaigns and rhetoric, will solve the smoking and health controversy. One of the more interesting recent ~earch reports concerns lung cancer in nonsmokers. To wit: In the Journal of the National Cancer Institute, a California research- er explains that surveys show that "the lung cancer mortality rate has risen substantially hetw~en 1914 and 1968 among persons who never smoked tract show marked g~ogtaphic v~ia- tions within the U.S." Such data, ~y not~, "*have ~n us~ tu ~no~te clu~ to t~ ~us~ of c~cer.... [t see~ unlikely ~at smoking ~p]~n ~1 of ~c g~phic v~afion in lung ~er." ~ey expl~n tha~ follow~p studi~ of lung ~cer ~d ~c en~m~ent ~i~ ~nducted in co~ ~ of M~ ~d no.hem Flofid~ n~ a 1~ Pennsylv~ia zinc smelter, ~d in southern Louisiana, whe~ leum and other industries are cigarettes." concentrated. This, he writes, "indicates that fac- tors ~n addition to personal ~:igarette~-- _Can.~lia,n~ ~ea.r. ~¢rs re/~0_rted in.th~ smoking have had a signifiednt effect same journa! mat nit company workers on the mortality rate from this disease exposed daily to crude petroleum or its • . . A more complete understanding of lung cancer etiology is needed." The scientist studied lung cancer in nonsmokers, h¢ wrote, because "no mechanism" explaining how smoking might caase lung cancer has been found and hecanse many other factors have not been examined extensively in rela- tion to lung cancer. Two National Cancer Institute sci- entists recently wrote in the Journal of Occupational Medicine that, "Mor- tality from cancers of the respiratory products shatistically had about twice the risk of lung cancer as employees not exposed. A Colorado physician told a scientific meeting about in- creased lung cancer death rates in an area near a plutonium processing plant. These types of research projects in- dicate the complexity involved in lung cancer, Perhaps voluntary health asso- ciations and others, so long accustomed to giving facile answers, should take notice. Is Everything Hazardous? A noted scientist recently told Con- gress that America is suffering from "cancemphobia." That seemed a bit extreme. But after viewing press clip- pings, we think this doctor's diagnosis is accurate. Black pepper apparently caused lung, liver, and skin cancers in mice, Ken- tucky researchers report. Asbestos, considered a emcincgen by most sci- entists, spews from many hand-held hair dryers, the press informs us. It may he contained in more than 100 common consumer products, reports the government. "Acid rain" falling on Kentucky may mean increased lung cancer, says a Louisville newspaper. Otherconsumer products linked with cancer in recent press headlines in- clude cosmetics (shampoos, bubble baths, various skin creams), soft drinks, and chareoal-brniled steaks. Eating 40 tablespoons of peanut butter per year iacreases your chance of liver cancer by one in a million, says the Boston Sunday Globe. Scientists report that women who have had nmnernus sexual partners have a much greater rate of cervical cancer than, say, nuns. (Sex causes eaoccr?.) And Amoriea w~s shocked when researd~ters made front-page headlines-by saying McDonald ham- bangers might etude cancer. (In fact time toilet have been tl~ ~ slmke.) o~t of every ten Americans I~leve But even with all the gloomy news, we are not ready to do what a friend of syndicated columist Erma Bombeck tried. The friend "had a great idea for longevity. She bought a research rat and followed it around day and night. Everything it ate and survived, she tried. Everything it endured without damage, she went for." Unfortunately, after two days the friend called Bombeck to say the rat had died. "What happened?" asked Bombeck. "Got hit by a mousetrap a block from home," remarked the friend. E read rr~ty I~tm's in y~ur paper ooncecn/ng the tobacco fan~er oomplaining about harrssarnvat of tcha~am as a pt~luct. Why don't some of'these poople convert to an agricultural product suitable for dis- tilling to make gasohol? Riohard B. King [ have a pet peeve that l would like to present, the use of the term "'tobacco sub- sidy." The government does not subsidize tobecco. It merely makes loans that are re- paid. with interest. Jdt'D. Vanghn Stuart, I would appr~iate it if you took us off your mailing list because neither my hus- band nor I smoke and we are greatly op- posed to it. We don't even like anyone to srookela our-horne~ Mary Hammond The discovery of your journal is the highlight of this year. lit] is the first glimmer of sanity I have seen in years. Mark Rohcrts Dallas, Tex. i will be opening a tobacco store soon and I have been advised that The Tobacco Observer will be of great importance in operating a tobacco store. John Laacas~, EDITOR'S NOTE: I don't know if we are of"great importance" in opening a tobacco store, but we sure would be happy to send our six-time-a-year free publication to any of Mr. Echols" customers who would like it. I work for Philip Morris, U.S.A., us a sales representative and I read your paper. Currently, the cigarette is yet another "in" thlngto object to, Anti-smokers lake it upon themselves to preach and lecture about something which is none of their hUSiness. In a word, they are pests. J. Coplln Fddley, Minn. I consider your paper an insult. Please remove our name from your mailing llst im- mediately. Feel free to donate any money you would have spent mailing us future is- sues of your ridiculous publication to the American Lung Association. John Kane Omaha, Neb. m~k~s" m~sey-oar mow..y-in the oar- We aL~ oh]ce.t m tax money being sl:~,~ This is our ed. We urge those who feel as we do to join us. Harry J. Anter~s SIIv~ Spring, MO. Recently I was given a copy of your paper. I enjoyed reading its interesting and infennative articles. Tohacea Farmer Vtm, N.C. "'Because I received so many out- raged replies from readers" disagreeing with my advice to a hostess that she shauMnot forbid guests to smoke fn her home, I feel a response is in order. "1 maintain that 'forbldding" is not a part of'hostessing." My husband and 1 don't smoke, but many of our friends do. Like you, I do not enjoy the smell of smoke in my house, but opening win- dows and emptying ashtrays promptly after my friends leave is a small price to pay for the pleasure of their company. If my friends burned my rugs or tables or blew smoke in my face, as many of you who wrote claimedyourfriends do, I might feel d~O~erently. But my friends are considerate people who do not do those things. Many of them, ~f they find they are the only smokers present, do put out their cigarettes or go to another room to finfsh them without a word from me. But I would never think of forcing them to step out into the rain or snow-- or even into the sunshlne-to enjoy a cigarette! "To tho~e of you who have very deep- seated feelings about smokers, my only ~gge~ion is ~ ro'~i~ from asking them to your homes.'" TI53180760

Dare.. Voters Say ,. Ml/d~I, FI~ - ~ti~aemally in the of the tm~osal. v t~ en~ to plw ~e ~r Bowl~ up ~c~ at o~er ~teb. ~o~ ~d D~ C~n~ ci~ns cxp~uw ~e pm~ w~ld have ~t his ~ll~s to ~w ~v~nt ~ ~ $~,~ ffi ~el ~d wou~ hu~ s~t ~bl~ ~king. ~ ~ ~llis Allen Nt~ ~pl~ ~t ..... ~ ..... S~ Security ~ voted ~t t~ ~ ..--. ~a u~ It ~ fl~t ~r" pm~s~ o~ ~use ~R ~ T~ M~Fa~n costs to ~s~ts WoulO p~ty .... ~utlve DIr~tor viewer ~er ~ting his b~lot at ~ .,-.~ ~..M..,~,.. I~toml s~mm. ~/19m Jo~ M. Be~udez voted no, ~yi~ " he is ~nee~ ~ut little businesses. ~ _ _ _ "Most ms~u~ts ~ t~ sm~l to ~ convention busin~s. ~ivid~int~m~ffn~mok¢~ sec- ~li~o_0p~s~d the me~- 72-28010 Vote Zep ills'/oters Rejec 5imo dng Ban ZEPHYRHILLS, Fla.-An April effort to ban public smoking in this tiny town was rejected, 512-200 (72-28%). A citizen's effort led by a local res- taurant owner, Larry Miller, helped defeat a proposed ordinance, written so poorly that it might have prohibited smoking in a home or ear. More people (300) signed a petition to put the measure on the ballot than voted in favor. Zephyrhills has only 3.215 regis- Larry Miller tered voters, yet its population swells to more than 40,1300 each winter. It at- tracts northerners with moderate or low incomes, many of them retirees. They live in mobile homes and cinder- block houses and e~joy a less con- Located 29 miles northeast of Tamp~ the town was named for its roiling hills, dotted with eitrns groves and its zephyr- Bet it wasn't a gentle wind this G. Donald Kossuth, a local bookstore owner. Kossuth's proposal prohibiting smok- ing in certain public places, and any enclosed area where two or more gather, was turned down by Zephyr- hills' council. Kossuth then collected signatures on petitions. His proposed ordinance mandated a $50 fine for the first violation. A judge would then determine the jail sentence for additional violations. City attorney Charles Waller said a person hypotheti- cally could be given a life sentence for a second offense. Kossuth told a local newspaper that 30 days in jail would not be out of llne for a second couvietion. "Police State Ordinance" '`The issue is government interfer- ence," says l~rry Miller, a friendly, talkative man who formed Citizens for Reasonable Government to, as he says, "'beat the damn ban." Miller was concerned, partially be- eanso the ordinance would prohibit smoking in his restaurant, a handsome, oak building. But Miller also was outraged that "this is being crammed down our throats. When it comes to legislating peoples" private lives, we need to draw the llne:' He joined with a car sales- man, Em Ellis, and a retired business- woman, Mrs. Catherine Kelley, to fight the proposal. Citizens for Reasonable Govern- ment spent $340 in its victory-some went for newspaper ads urging a vote against a "polioe state ordinance." Millor remains a little bitter that the special election cost the city $530. * al~cared i~ England in 1624. tions, he said. His wife also voted no, saying she is "against bureoucracy." Freddie and Marie Bianda said the smoking restriction ordinance would be a "hardship on little lxople.'" Robert Blaneo called it "too costly." "They'll tell you when you can eat soon," said another no voter, who fused to give her name. Event's Heroe~ The anti-smoking ordinance was beaten by slightly more than 800 votes, meaning, of course, that every vote was important. And Frank Thorn's shuttle system played its part. Thorn is general manager of the Omni International Hotel and an adamant foe Dade Election ConL from I>g, 1 $1.7 billion in the county last year. Many voters feared that the ordinance would discourage travelers. Also,the county collected $36 million from cigarette taxes last year; some worried that it would decrease. Joe Rubble,president of Dade Voters and owner of the Miami Dolphins, told the media that a larger turnout would have increased the mar~:in of victory. Robbie deeded using a special elec- tion to deoide the issue. According to the county's election division, total cost for poll workers, ballots,and computers "There are two messages here for the people who seek similar restrictions elsewhere and the people who have to decide whether to enact them or not," said a tobaneo industry spokesman. "'One is that an informed electorate is not prepared to tolerate the urmeces- saw hordoas of such restrictions. The other is that wberevor the issue may that the decisior~n~kers-whether the -are fully inrz~m~l nb~,t it.~ ure. The Dade Fraternal Order of Po- lice handed out brochures stressing that This voter in Dade County's special election on a smoking restriction ordi- nattce cast her ballot at Miami's famed Orange Bowl. The measure was defeated 96,512 to 95,692. the proposal was "virtually unenforce- able." "'It just has no valued" said Bob Speigel, president of the Florida group. Press Opposition Local newspapers urged a no vote. "'Using a sweeping legal regulation to tell people where they may or may not smoke is an idea whose time has not come," said the Miami News. "'To force every restaurant, barber shop, and waiting room in town to pro- vide facilities to segregate smokers is simply unreasonable," said the Miami Herald. "Proprietors have the right to offer this convenience to their eastom- er~ now, and many do." A newspaper in Homestead said. "'We hope that the voters quash this issue onoe and for all at the polls .... ing the taxpayer*" money." The T~ Olmmwer 5 TI53180761

Duke Homestead, seen in this rare 1904 photo, was the beginning of a worldwide tobacco empire. It is currently being restored in Durham, N.C. • 870 Restoration !_ Awaits Visitors DURHAM, N.C.-Duke Home- stead, origin of the 19th century to- bacco empire, is being reconstructed to depict tobacco farming in the 1870"s. Nearby, under Carolina pine, pecan, and black walnut trees, is a new to- bacco museum. They make a fine doubleheader of free atlractions. "'Tobacco is the goose that laid the golden egg in North Carolina," says Jim MePherson, site manager of Duke Homestead. A giant cigar store Indian appropri- ately stands at the museum's entrance to greet 25,0(1~ visitors each year. Excellent exhibits include a 1920 cigarette vending machine. Camels, Old Golds, Chesterfields, and Lucky Strikes could be purchased for 15 cents. Matches- one cent. A push of a button yields a tobacco auctioneer's musical chant. Old adver- tisements for Bull Durham and Mail Pouch chewing tobacco are displayed. Philip Morris' research helps grow to- bacco inside the museum. McPherson explains that the To- bacco History Corp., which oversees this historic site, has launched a $500,0~0 fund-raising eampalgo. They hope to construct an addition to the museum, and to produce a tobacco his- tory film. The museum is already forced to store some antique machines respen- sible for mechanization of the tobacco industry. Origin of an Industry The Duke name is synonymous with tobacco. Washington Duke, educated at a plow handle, served in the Confederate Army, fought at Richmond, and was captured near the war's end. Legend has it that he was released at New Bern, and walked 135 miles home. There he found devastation, and a little In a corn crib, the Dukes manufac- tured a smoking toba~:m named Pro Bono Publico ("For the Public Good"L At first they trasled it for sup#ies; whon it p~ved popular they eemstmeted a two.~tory f,~etory. By 1872, they w~nu- faclm~l I~5,~ p~m~ i~ a ~ndim~ ~ involvi~ ~ filling. ~xl packing the tobacco into cloth bags. Duke's product was so successful that in 1874 he moved his factory tu the nearby hamlet, Durham. in 1881, his son took a gamble manu- facturing cigarettes. The venture's sue- cess is the heritage of most modern U. S. cigarette companies. The two-story modest frame house at Duke Homestead reflects its antebel- lum origins. It has pieces of Duke family furniture combined with period pieces. The Dukes' philanthropy aided or- phanagos and churches along with en- dowing Duke University and hospital. Contributions from R. J. Reynolds To- bacco Co. and the Liggett Group helped make Duke Homestead restoration possible. Toronto Law Struck Down A city of Toronto ordinance making it illegal to smoke in cer- tain public facilities has been struck down by the Ontario Su- preme Court, A three-judge panel ruled the two-year-old law turned merchants into policemen when it delegated enforcement respons~illty to storeowners and managers. Writing the unanimous decision. Justice J. Cory said that for the city "to delegate what amounts to a policing authority to a 'proprie- tor' would seem to be an invalid exercise of delegation of author- ity." "One can imagine the dil~cul- ties that might be encountered by a small, feminine proprietor of a convenience store attempting to caz~ out the dudes delegated to and imlxmed upon her," Cory The court challenge to the law wm laxmght by Top Drug Mart, whid~ b ~ It/lm~ri~l To- during the 1970~, wa~ intrndueed to western culture by explo~ers of the Amedcan continents. In fact, the ltal. Jan whose name was given to the new land recorded the first example of tobacco chewing. In 1499, Amerigu Vespocoi landed on the Margmita Islands, offthe Vene- zuelan coast. And though Christopher Columbus" diary carried the first rec- ords of tobacco to the Old World, Vespucci first related the chewing of the leaf. Tribesmen chewed a "green herb" which was sometimes mixed with a powder; historians have con- cluded that the "herb" was tobacco. journey ~ ~ 1~, fi~ ~. His ~y~ ~ d~cn~ in ~ 15~ ~ of M~n ~m~r, "C~mo~phi~ Int~uetio." W~d- ~emfil~r. ~cit~ ~t the dis~ver- ies of V~pu~i. su~sted in "Cosmo- ~i~" ~t ~e ~ntin~t ~ ~ A~fca, ~er Amefigu Vespucci. He ~te. "I do not see why we s~uld ~tly ~sa to n~e it Amer- i~... ~er i~ discove~r Amefcus, a m~ of ~e~us mind, since ~th Eum~ ~d Asia t~k their n~s from women," ~e ~k's ~pul~ty ~w ~d along with it. ~eept~ce of WMd- seem~lieFs p~sal. So when Colum- In his letters to Piero Soderini, dated bus" achievement became widely 1504=06~esp~cc~se~hed~thena" ~n~ the name Araeriea was too en- fives' practice: trenched in the language to change it The customs and manners of this tribe ore of this sort: In looks and behavior they were very repulsive, and each had his cheeks bulging with a certain green herb which they chewed like cattle, so that they could scarcely speak. And hanglngfrom his neck each carried two dried gourds one of which was full of the very herb he kept in h~s mouth; the other full of a certain white flour like powdered chalk. Frequently each put a certain small stick (which had been moist- ened and chewed in his mouth) into the gourd filled with flour. Each then drew it forth and put it in both sides of his cheeks, thus mixing the flour with the herb which theirmouths contained. Thb they did very frequently a little at a time. to Columbia. The practice of chewing tobacco was carried to Europe by Spanish sailors who were forbidden to smoke aboard ship. They turned instead to chewing the leaf. In Europe, alleged medical benefits of tobaccb brought increased use of the leaf. Sixteenth-century citizens heralded tobacco as trealment for consumption, epilepsy, gonorrhea, cancer, and "'plague fever." People This "flour" was probably pulver- ized shells. In this form, the lime in the shells is released; its interaction with the leaf produced a mild intoxicant. Vespucci mentioned this effect, saying natives chewed the mixture to such an extent they could scarcely talk. It is also believed that chewing the concoction relieved thirst by acceler- ating salivation. And in this tropical culture dependent upon rainfall for fresh water supplies, substances pro- yoking moisture were vital on fatiguing journeys. The practice of chewing tobacco was popular among Central and South American tribes; other traveiers to the New Wodd recorded accounts of the natives chewing a leaf and powder mixture. Among those relating this sight was Christopher Columbus' son, Ferdinand. At age 13, the yoong Columbus eompanied his father on the fourth American royce. Ferdinnnd Inter re- corded the people of Verngm (m~m Costa Riea) chewing a "dry herb": a dry herb into their moutks attd chew- opposed to smoking chewed tobacco. This practice, however, never held the popularity of smoking. Some people, including the Duke of Albemarle, General George Moock, and King Charles IL began chewing tobacco for recreation. Another Eng- lish monarch, Queen Caroline, chewed tobacco as a dentifrice. As sailors brought the chewing prac- tice from America to Europe, they re- turned it to the English colonies during the seventeenth century. In almost every port, transatlantic seamen were seen chewing tobacco. The pastime flourishod in the United Stata~, especially during the nineteenth century. And though the later years brought a decline of tobacco chewing, it hns expexieneed a resurgence in the 1970¢,. La~ year Americans purcl~t~d plug. look-leaf, fine-~t, and t~iSL TI53180762

"The whole thrust of the anti-smok- ers' argument is that one should not annoy others. I agree, but that truth be- gins at home, and ariel-smokers should observe it, too. Frankly, I think the time has come for us easy-going nonsmokers to practice assertiveness and start shushing these Iondmouths. "Perhaps we could begin an organi- zation called PORTIA, standing for People Organized to Reawaken Toler- ance In America, with two principal initial purposes: first, to have a reap- praisal of the whole impact of smoking, designed to convey to our 260-pound nonsmokers that not all of their com- placeacy is soundly based; and secondly to induce anti-smokers not to give up their opinions, which they have every right to. but to express them less trucu- lently, less vengefully, and about 60 percent more softly. I get tired of bear- ing them across a crowded room." Robert L. Taylor "Sound Off" column The Baltimore Sun Magazine 411179 "While I per~noafiy nm a non~naoker, 1 believe that S~cretary C.alifano's cru- sade against smoking is a classic case of Imreaueratie overkill." Rep. Ed DerwinaM (R-Ill.) 1179 The Tobacco Imlitute's second nd- vert~ent (above) on the public smoking issue is apw.aring In news maga2~ and Sunday supple- ments nationwide. A third ad will appear a month later. "1 have always tried to be considerate of others when smoking, but the whin- ing and magnificent purity of nonsmok- ers has finally gotten to me. How all these people with their horrible aller- gies. smoke-eansed nervous break- downs and watering eyes have lived to adulthood is beyond me. These medical oddities can sit in a car repair shop, sur- rounded by the noxious fumes that are part of those shops, and then complain about one cigarette. AmazingI" Ruth H. Knight, R.N. Letter to the Editor The Washington Star 3113179 "More and more firms are seeking nonsmokers in their job specifications. "Interesting. isn't it, that if you were to advertise for whites or males only, pmsacution would come whistling after you." 'q'here are people who only get their real satisfactions in this life out of regu- lating and forbidding other people. "They do not care for the smoker and his health, they simply take pleasure in having found a new category of kickable citizens, hapless recipients of lw.~wes and prohibitions.'" Daily Express 21217P New Jersey Law Faces Court Tests TRENTON, NJ.-State restaura- teurs are preparing to test in the courts the constitutionality of tough new smoking restrietinos adopted by the Public Health Council here. Attorneys for the New Jersey Res- taurant Association have already filed notice of appeal and the state's Hotel- Motel Association has appointed counsel to advise in its own, separate suit. The new law, the subject of contro- versy for two years, goes into effect Jan. 1 next year. The regulations require restaurants and bars seating more than 50 people to designate no-smoking areas. Owners and managers are charged with enforc- ing the state-mandated smoking ban and ensuring that their ventilation sys- tems comply with 1977 construction code standards. And for each and every breach of the rules, restaurateurs face fines of $25 to $1130. The ventilation requirements are particularly hard on restaurant owncrs who, statewide, could face costs of $~0 million for improvements, and $10 million annual expenses for the new systea~, according t~ the restaurant Mot¢,l Associatiea's board ~ directors. said, "We will be filing suit on the ven- tilation requirements. We believe they were arbitrarily enacted to hurt the betel and restaurant industry." Both Shaw and Bill ldenden, vice president of the restaurant association, say the ventilation requirements are vague and "capricious." 'Where is a clause in the roles which says that if a restaurant needs to make • major" straetural ehaages, it need not comply with the ventilation regula- tions, but nowhere do the rules specify in dollars, size, or scope what 'major' means. We believe this is an area for potential abuse, depending on who a restaurateur knows," Shaw said. Idendea said the new law could cost each of the state's 4,600 affected res- taurants an average of $14,000. Public Health Council member Kathleen Pitney cast the lone no vote. saying she was "bothered" by the en- forcement question. The new law totally bans smoking in most areas of museums, pharmacies, health care facilities, classrnoms, audb todums, and larger grocery stores. But Groop Against Smokers' Poilu- tion (GASP) activist Regina Carlson has declared the measures do not go far smo~in the w~ ~. TI53180763

HEW"s, ,P, rty No WASHINGTON, D.C. -T&xpayer~ got morn than they Imrgained for when Secretary Joseph A. Califano Jr. de- cided to throw a 25th birthday party for his $199.4 billion a year Health, Edu- cation, ami Welfare Department. For when the fired bill was totaled, it came to a staggering $108,678-$93,- 000 more than the official $15,000 cost estimate given to the press at that time. The HEW affair was ordered by Cat- llano "to portray HEW as 'the people's Department.'" Califano's Imreancrats were em- ban'assed enongh by the proof of their profligacy to stall when reporters re- with a bang trot a $1,202 defx~iL The gab was supposed to pay itself in ticket sales, but instead left HEW with a number ofbifis, including one for $365 payable to an exclusive local department store after staff van- dalized two mannsquins and stole a third on loan from the shop, according to an HEW spokesman. The dossier also discloses that Cali- fano's bureancrat~ mnde special trips to such locations, as Newark, New Jersey, and New York and New Hamp- shire to ex~'nine "the logistics" of transporting to Washington various displays and exhibits for the cele- quested details of-their spendingmn~ration._ the May ! 978 fete. One official, Nancy Low, spent $450-- It took almost a year, and press alle- gations that they were withholding documents, for the red-faced officials to releas~ cost figures, although the Freedom of Information Act requires government response in 10 days. An examination of the inch-thick dossier on the HEW birthday affair re- veals expenditures including: • $7,129 in what is listed on one voucher as a glassblowing exhibit, and a rodent display, featuring live rats. • $9,995 to construct, install, and decorate exhibition stands. • $6,851 on food and liquor for a staff hoedown attended by only 7130- 800 people. • $881 on a custom-enlarged banner for Califano to unveil. • $750 on an unspecified number of Porta-Johns for the reliefofail. The documents also show that the hoedown, staged by officials for HEW employees in a staff canteen, ended not alone traveling to see demonstrations of program demonstrations and other displays. She was accompanied on the trips by yet another official, Betty Fngg, who watched the same demon- strations and submitted expense vouch- ers for $252. While Fogg and Low were flying out of Washington, other officials from lo- cations such as Great Falls, Montana, were flying in in pairs to attend Cali- fano's party, at HEW expense. Other costs detailed include the pur- chase of a pair of "ceremonial shears," ($22) with which Califano cut a core- monial ribbon ($8), a tank of helium to inflate weather balloons ($100), and the development of a computer pro- gram for the Office of Information and Health Promotion ($2,500). Questioned why live rats attended Califano's party, an aide said, "With- out rats, research would be at a stand- still. These were not your ordinary rats, but specially-bred for laboratory experiments." No Extension For Flue-Cured Sales WASHINGTON, D.C.-The U.S. Farmers also opposed the extension, Department of Agriculture has re- saying it would require them to go to jeered a proposal to extend flue-cured the market more often to sell the same tobacco sales from four to five days a amountofleaf. week. Congressmen representing tobacco- producing areas are crediting Rep. Walter B. Jones (D-N.C.) with leading the effort ag~nst a controversial pro- posal to extend sales frera the current four days to five. Jones had held a hearing to gather evidence against the proposal. Warehousemen opposed the propos- al, since under the four-day system Fri- days are used for cleaning the sel~g floor and prelnwing for the next week's auction. If the setliag week had been had to open Satardays to c~mplete thek vawk. R e~. Jones "Big Bird" from Sesame Street with Secreta~ Callfano (right). It cost taxpayers $2,510 to transport the Sesame Street cnst from New York to Washington and back. Taxpayers Condemn HEW "Quit" Plans WASHINGTON, D. C.-A plan by Department of Health. Education, and Welfare officials to spend federal tax dollam on stop-smoking courses for its employees has brought angry protests from lawmakers and l~xpayers' groups. But despite allegations from Con- gressmen of "inappropriate" use of federal funds, HEW Secretary Joseph A. Califano Jr. says he has no plans to abandon a $6,500 contract signed with SmokEnders, a private, profit-making company he hopes will persuade his workers to quit smoking. The new contract with SmokEnders is the second for HEW; in fiscal year 1978, health officials spent $16,250 in public funds for 270 employees who at- tended atop-smoking courses, officials say. The latest batch of bureaucrats to be offered the federally-funded program include 8,000-plus civil servants at HEW's Southwest Washington complex. They arrived at their desks one moro- ing to find them littered with leaflets, printed at HEW expense, advertising the SmokEnder courses. The 93 employees who signed up for the course will receive not only paid "administrative leave" to attend the 16- hour program but will also pay only $60 toward the costs, with HEW picking up the remaining $70 of the tab, say off-leials. The course would cost the man on the street $250. men. Califano estimate~ average time costs of $148 for every employee at- tending on HEW time. "Hence, total salary costs for the 93 enrollees in the course will approxi- mate $13,800," Caiifano told Senators Walter D. Huddieston (D-Ky.) and Robert B. Morgan (D-N.C.). Califano said he ordered a review of the program after the Senators' pro- tests. Results led him "to believe this prognnn should be continued." Califano claimed the HEW action is similar to those of private employers trying to help workers overcome per- sonal habits "or cope with influences that are demonstrably adverse to productivity." "I believe the expected 75 percent rate of success, and the $500 in pro- jeeted average first-year savings for each employee who stops smoking, are clear indications of the benefit to our Government derived from this pro- gram," Califano told Huddleston. 'Wast~ Of Taxpayers' Money" News of the program has angered national taxpayers' groups, who are accusing Califano of squandering pub- lic f~nds purely to promote his own anti-smoking philosophy. "Califano is a serf-proclaimed Mes- siah when it comes to smoking," said Len Riptm, administrator for the 30,000-plus member Citizen's Choice group. ~We strongly object to him using fed- TI5318076,4

Diane Jamerson of Asheville, North Carolina, recently finlshed in the top 12 in the Miss U~.A. beauty contest. Diane was dressed, in the state cos- tume portion of the pageant, as a ciga- rette. "My grandfather raised leaf, and 1 can tie it with the best of them," she says, "I'm awfully proud of tobacco." Diane works with an advertising agency in her hometown. HEW Plans Cont. from pg. 8 other citizens have to pay for out of their own pockets," Rippa said. "Excess spending by the federal gov- ernment is the primary cause of infla- tion,and spending to subsidize personal choice programs like SmokEnders should not be tolerated-Califano can say what he likes, but he shouldn't be spending our money to fiuanee his per- sanal views," Rippa added. The ! 20,000 member National Union of Taxpayers has already protested Califano's actions, but the group's treasurer says their complalats to HEW have gone unanswered. "This program is a waste of tax- payers" money. If employees don't want to smoke, 1 don't see why smok- ing and nonsmoking taxpayers coast-to- coast should be forced to pay for some- thing Califano sees as an extra benefit," said treasurer William Bonnet. "'This program should be stopped immediately. Taxpayers are being penalized for Callfano's own beliefs- we're getting less w~rk out ot' our eml employees for more money," "Totally Inappropriate" IgBlrlg)R'S NOTI~ H ~ Imve a qms- ~: The Tobacco Institute often points out that it does not pro- mote smoking. If that is the case, what is its purpose? Answer: The Tobacco Institute is a nonprofit, nnncommernial organiza- tion founded in 1958. Its members ar~ companies which manufacture ciga- rettes and other tobacco products in the United States. The aim of The Institute is to foster pfeing, p~ or ~efing m- ~ or ~ p~uc~ ~ T~ Ins~mte ~ four s~k~men w~ ~ av~le ~r s~- i~ e~en~. It publish~ b~ chu~s, ~phte~, ~ ~n~ a~ut s~ng ~ ~ ~d ot~r ph~cs uf ~ s~ki~ contmve~y. It ~so h~ fil~ on thee top~ ~d on tob~'s histow. ~ey ~ av~le on a f~c I~ b~is f~m the M~ T~king Pictu~ ~wi~, 23~ New Hyde P~k Ro~, New Hyde P~, N.Y. 11~0. ~ lnstim~'s p~f~sio~ s~ in- eludes p~ple with back~unds in ~v- puhlimamderstanding_oLth~_¢m_o_king__ernmont, journalism, medicine, law, and health controversy and public education, st~istic~,, ~eul~, ~ knowledge of the historic role of to- business. bacco and its place in the national Industry To 161,3 The U.S. tobacco industry can be traced to Jamestown, Va.. where John Relic planted seeds imported from Trinidad and ~ to test the Vir- ginia soil. RolI~'s first shipment of leaf to England in 1613 and im subsequent acccplanc¢ by the British laid the foun- dation for an industry that helped to give America its rich ~rieultural herit- age. Virginia, Maryland, and the Corm linas combined to export annually an average of I00 million pounds of leaf by the end of the colonial period. In Virginia's colonial days, tobacco oecupiad such a centzal position in the economy that it was used to pay taxes, tithes, and even the salaries of the Church of England clergy. Warehouse ~rtifi~tes~ecarne a-medlum-of ex- change among the colonists, nearly all of whom grew a crop of tobacco. acre site in downtowa Nashville, Motst smokeless tobacco, the company's pnn'ciPol prodact, will be produced at the planl. The project is part of the physical rebirth of downtown Nashville. ture has also angered other Congress- lion worth of waste at HEW, every taeted SmokEnders' New Jersey head- men, among them Rap. Walter B.Jones (D-N.C.), who, through an aide, criti- cizad the Secretary's actions. "Although the effective cost to the Government is only a few thousand dollars, 1 feel that HEW has many more pressing respons~ilities to which it could devote more energy and money," Jones said. HEW should not be "subsidizing private courses to change the personal habits of its adult employees.'" Huddleston, a member of the Senate Appropriations Committee, sent Cali- fano a copy of a protest letter he wrote to the chairman of the Labor-HEW sub- committee, attacking "'this totally in- appropriate expenditure of federal funds.'" "'Why should the government in ef- fect subsidize its own employees to participate in what is a private under- taking?" Huddleston nskad. "1 n its zeal. to eliminate smoking, HEW has cceded its authority, to the detriment of the taxpayers of this country." Through an aide, Sen. Jesse Helms (R-N.C,) hit out at tba new plan as just "another example of Califano's coer- cive mentality." "Once again, the taxpayers are ex- own ~ ccmade and extrava- dime that is used in an inappropriate way such as this is just an affront to American taxpayers who have to bear the burden," SmokEnders SmokEnders was the private com- pany used by both Califano and John M. Pinney, director of HEW's Office on Smoking and Health, when they de- cided to stop smoking. It was founded in 1968 by Mrs. Jacquelyn Rogers, whose avowed in- tent is to turn the organization into a multi-million dollar business, according to one newspaper interview. When The Tobacco Observer con- quarters to ask if Mrs. Rogers had yet achieved her goal, a secretary sa~d she was "not allowed to give out that kind of information." Neither was the secretary allowed to "give out" what the company's annual profits are or what profit it hopes to make on the HEW contracts, The newspaper article about HEW's SmokEnder program resulted in a number of letters from smokers and nonsmokers protesting Califano's use of federal money for the courses, "Ri- diculous," wrote one person. "It is time for the American public to call out in anger," said another. lqo / mdlable 1776 K Strut. ~W. TI53180765

Reader s .The From its birth in 1922, when it ~ its first m~ti-smc4O~ piece~ the Digest's purple pro~e on the issue has ¢mrried such semationalh't headlines as tine: Profile of Peril," and even, "Is Your Sex Life Going Up in Smoke?" One artlde about a man who quit sr~king screamed out, "I'he story of my long starts three years ngo ..." But there are these who believe the As New York physician and author However, criticism by Coleman and others did nothing to deter DeWiR W~llace, owner of Rt~der's Dig¢~ A heavy a~oker until 1961, Wallace turned loose British writers James Monahan and his wife, Lois Mattax-Miller, to churn out stories which, through the influence of the magazine, even while Wallace chain-eraoked, influenced the course of history for the cigarette industry. And, ~ the c~py flowed copiously authored by Manahan and lVh'Ber, helped popularize Keats, a cigarette whine falter at that tgme gave it the low. for and publicized by Reader's Digest. passed to Walter Ro~s, who, whm not writing for the Digest, is editor of an smoking. His dual r~le, and obvious conltkt, h~ never been pointed ~mt to readers of tbe Digest-- or reacts of the Cancer Society organ. Tad~,'s "push" by the Digest is articles alxmt gases A Dig~e~t managing editor once daknod tl~t h~ ~ wii abray~ print beth ~des ef rely stovy, e~aecialb- a contreve~ialissue. But when The TOb~ Institute tried to take him up on his offa', the ume gest bec~me what it is today, it is nec~- sary to have some Insight into the char- acter of DeWitt Wallace, whoee per- NEW YORK-High above Lake Byram's waters stands a Norman-style castle, built to the specifications of its owners, DeWitt Wallace and his wife, LilaBell. From the ramparts of"High Winds," the Wallaces command an impressive panorama of Westehester County's most fashionable acreage. But farther than the eye can see ex- tends Wallace's other empire: the 30 million-plus homes around the world which monthly receive the word ac- cording to Wallace-Reader's Digest. The Creator Wallace is the publisher, former edi- tor, chief stockholder, chairman emeri- tus, and body and soul creator of Read- er's Digest. Through the condensed world of the pocket-sized magazine, WallacCs voice is heard in 15 languages by an esti- mated 100 million people in 180 nations. In the U.S. alone, the number of people who buy the publication ex- ceeds the combined total population of New York, Philadelphia, Los Angeles, Chicago, and San Antonio. From its unpretentious beginnings below a Greenwich Village speakeasy in 1922, Reader's Digest now claims a worldwide readership second only to the Bible; and even that may change if Digest editors complete plans to con- dense the world's best-seller to a mere 720 pages. The story of Wallace's rise from gen- teel poverty to multi-millionalre pub- lisher, from college dropout to one of the world's foremost molders of public opinion, is the all-American success story. The son of a Presbyterian minister, Wallace was no scholar. He attended Macalester Academy in St. Paul. Min- nesota, where he took to sports instead of books and was soon packed off to evangelist Dwight L. Mcody's Mt. Hexmon School for boys in Northfiekl, Massachusetts. Even in ~ early days signs were evident of ~'s Ch4ali~m fervor, which today dtk~s ~m~da t~ pa~s of Read~'s Di~a. It was ff'nfiag a ~ ~d~ at aa lO The Toh~g~:o C~aserver Home to DeWitt Wallace and his wife, Lila--their Norman-style castle, "High Winds." uncle's bank in Colorado that Wallace got the idea of condensing articles from magazines into one digest. He noted some articles he read were better than others and began keeping a file of the salient points of the good ones. But it was not until he was re- covering from wounds sustained in World War I trenches that Wallace be- gan to try out his theory that many of the better articles in American tonga- culars soliciting help for the new ven- ture and leR on their honeymoon. On thsirreturn the newlyweds found a surprising response: enough provi- sional subscriptions to bring in nearly $5,000. Digest Ad Policy To help get the first issue out, Wal- lace hired customers from the speak- easy upstairs and girls from a nearby community club to wrap and address the magazines, which were then taken by taxi to the local post office. The magazine that started on $1,300 borrowed capital now earns Wallace millions. The profits of the Reader's Digest Association, Inc., are a closely guarded secret, but in 1978 it was esti- mated in The Washington Star that gross income was more than $780 million. DeWitt and Lila Wallace, now both 89 years old, have no great use for the millions they have accumulated. In- stead, they give them away. There are no heirs to the Wallace fortune; the couple's only child is the Reader's Digest magazine. The Wallace's gifts are not bestowed lightly, however. Most of the recipients hold closely to the Digest ideological line. According to former senior Digest editor Samuel A. Schreiner Jr., DeWitt Wallace shows a marked preference for the Protestant form of "'muscular Christianity," dispensing his largesse to "Alcohol in moderation is part of the zincs could be condensed without los- ing their point or flavor. By the time he was discharged in 1919, Wallace had perfected the tech- nique, and, instead of looking for work, he spent six months in the Minneapolis Public Library compiling a sample copy of what he already called Read- er's Digest. He had several hundred copies printed, but when he circulated them to publishers in the hope of being hired to edit the new magazine, he mot with al- most universal re~eetion. Wallace tempoearily shelved his iden until he met and married Lib I~II Acheson. Then. afler losing a promo- tion-writing job I:~ause ~f reorganiza- tion. in dest~ration he decided to Berra~4ng f~em hi~ family. WaPaea For the first time in its 57-year his- tory, the Reader's Digest is accepting advertisements for hard liquor. The decision to accept the advertis- ing was reported March 1979-only months after a special Public Health Service report to Congress warned that 3.3 million American youth between 14 and 17 years old had drinking problems. The new policy is a total departure from the monthly magazine's previous anli-liquor stance, as stated by Digest founder DeWitt Wallace, who has said that "seeing how ddicious a highball or martini looks in an ad" could lead some people who should not drink to do so. But the Digest now believes the drinking of hard liquor is socially ac- tislng director .~arnes T. Sheridan. American way of life and is even useful as a relaxant. We'll be just delighted with five pages [of liquor ads] an issue this year," Sheridan declared in a re- cent interview with Advertising Age. The Digest started to accept wine and beer ads last year, when liquor companies spent $173 million on maga- zine ads. A spokesman for Doyle. Dane, Bern- bach. which handles several liquor company advertising accounts, told Ad Age. "'This is a mass audience publica- tion with tonnage." He welcomed "an opportunity to get a lot of people quickly, it [the Digest] has a loyal fol- lowing and high credibility.'" The Digest's de~siun to nccept ~ liquor ads was reported as the govern- meat was launching a multi-million T153180766