Tobacco Documents Online

9 2S2005032 Subject to Claims of Privilege and Confidentiality: Produced Pursuant to Court Orders in State of Minnesota~ et aL v. Philip Morris, et al.

TOPIC: BENEFITS/UTILITY Deposition of Robert K. Heimann in Green v. AT (11/2/59) at 103: Now, our position is that the smoke solids and cigarette smoke a:e the elements that contribute to the pleasure and enjo.v~ent o£ smoking. Press Release, "Relaxation by the Pack," Paul M. ~ahn (12/~/62) at !-3: The reason for these impressive figures is, of course, the large proportion of Americans who enjoy cigarettes. The latest Department of Agriculture estimate of their number is 65 million~ There are also about 13 million cigar smokers and 8 million pipe smokers. Thus, allowing for some duplication, abou~ 80 million Americans regularly derive pleasure from today's principal tobacco products -- two out of every three adults in our population. This dra- matically underscores the fact that tobacco -- and particularly the cigarette -- is part and parcel of our way of life. From our own exFerience, and from our know!edge of the tobacco leaf, we can assume that the early colonists prized their clay pipe and the 19th Cen- tury ~mericans their chew and stogies for the relax- ation they gave. The early explorers associated tobacco with ~he pipe of peace, and in a way the word "peace" helps to define the value of tobacco as a creature comfort. Over 350 years, notable advancements have been made in the arts of growing, blending and flavoring. But the 20th Century itself, I think, holds par~ of the answer to our climbing cigarette curve. During the last few decades the typical American has ceased to be a farmer or a villager and has become an urban dweller. The pace of life has quickened. One might describe a cigarette as "instant relaxation." There seems no better way to describe its well-nigh univeral appeal, not only to Americans but to other western 252005033 _ Subject to Claims of Privilege and Confidentiality: Produced Pursuant to Court Orders in State of IViinnesota~ et al. v. Philip Morris, et al.

nations as well. There is still room in our lives for the meditative pipe and the leisurely cigar. But it is the cigarette which seems most charac- teristic of our civilization. Inte=es:ingly enough, this was so even before white men arrived, for his- torians have found that the advanced people of the New Mexico Pueblos -- the city dwellers of their day -- smoked their tobacco in cigarettes, as did the highly civilized Aztecs of old Mexico. Although the form of the cigarette, its convenience, and its ease of distribution, suits our urban way of li~e, this alone is not decisive. No ersatz ciga- rette has ever made itself a market in the U. S. The substance of our smoking enjoyment is fine to- bacco grown in American earth, and in this respec: the ~erican cigarette does not differ ~rom the older tobacco products from which it evolved. This package of "instant relaxation" is perhaps the most characteristic creature comfort of 20th Century civilization, and its appeal promises to grow as civilization itself grows. 3. Press Release, Robert K. ~eimann (6/4/63) a~ 3: "Let me close, therefore, by quoting from a British medical publication called The Lancet, a violently anti-tobacco organ which focused on what was called 'The Treat Tobacco Question' in the years 1856 and 1857: "'...The use of tobacco,' wrote The Lancet's edi- tors more than a century ago, 'is widely spread, more widely than any one custom, form of worship, or religious belief, and therefore it m~st have some good or at least pleasurable effects; ...if its evil effects were so dreadful as stated the human race would have ceased to exist.'" 252005034 Subject to Claims of Privilege and Confidentiality: Produced Pursuant to Court Orders in State ofMinnesota~ et aL v. Philip Morris, et al_

P~e~s Release, "Ano~hec Recotcl Cigarette Robert B, Walker (12/12/63} at I-3: Obviously the American Public has a taste for quality tobacco and the products made from it. American tobacco, grown in the good earth of this country, has long set the standard for the world, while the science and art of tobacco manufactur- ing in the United States has no parallel else- where. Upon that fcundation of the world's finest tobacco, the many imprDvements in cultivating, c~ring and manufac:uring, and the appreciation of good tobacco by the American people a great industry has been built of which all of us engaged in it bgve a Fight to be proud. The .~erican Tobacco Company has sold more than a billion dollars worth of tobacco products a year for more than ten years and we believe this is a true indication of the American people's taste for quality tobacco products. Many people have made that record possible: the farmers who grew the leaf, the warehousemen and others who handled it, the buyers who bought it, the ingenious men responsible for the machines used in the manufacturing processes, our employees who produce and sell our products, those who distribute them, and the many others who play important roles in making our products and in getting them into the hands of consumers. We regard the upward trend in sales of ~obacco products as a favorable indication for the country, too, because some 17 million Americans, only a little. less than a tenth o~ the nation's population, receive at least part of their income from tobacco. This in- cludes all who grow, manufacture, distribute and sell tobacco products or who provide goods and services tO the industry. 2520(.)5O3,5 Subject to Claims of Privilege and Confidentiality: Produced Pursuant to Court Orders in State of l~[innesotav et aL v. Philip Morris, et

A majority o~ American adults derive pleasure and relaxation from the products made by our industry and we think that, too, is an achievement all of us in it should keep in mind. We all know that tobacco has contributed signifi- cantly to the nation's ~rogress ever since the early 1600s when John Rolfe cultivated the first ccm~ercia! crop of Virginia tobacco and began America's first industry with its export to England. Important as its contributions have been in the past, I am sure that in ~..._ ...=',~c~_ the tobacco indus--,..f will make even g.eat_, contributions to the we!fare of the nation. "~eadline Bunting with Statistics," Robert ~eimann (6/4/53) at 16-17: There is a saying in the tobacco country that "every time the acreage allotments go down, the tobacco build another barn." We are talking in generalities here, and I should point out to you that the Department of Agriculture did not report tha~ tobacco of the top three grades bad disappeared, but only that the percen- tage of such leaf was down. Here is what Agriculture said about it earlier this y@ar: "The Government ~rod- uction control and price-support programs bear a major responsibility for assuring that the economic position of the tobacco grower stays healthy. this responsibility can be fully met on a continuing basis only if the valid and concerned interests of the manufacturing, exporting, and consuming segments of the tobacco economy are also recognized and served." If tobacco continues to be sold on an 6~en-market, free-enterprise basis, I think this situation will prove to be self-correcting in the long run. A continual process o~ self-cozrection is charac- teristic of co~modity markets. In a democracy the same process, I think, is characteristic of public opinion an4 even scientific opinion. Let me close, therefore, by quoting from a British medical publica- tion called The Lancet, a violently antitobacco organ Subject to Claims of Privilege and Confidentiality: Produced Pursuant to Court Orders in State of Minnesota~ et al. v. Philip Morris, et

which focused on what was called "The Great Tobacco Ques~'~on in the years 1856 and lS57: " .... The use of tobacco," wrote The Lancet's editors more than a cent,~ry ago, "is widely spread, more widel'? than any one custom, form of worship, or religious belief, and therefore it must have some good or at least pleasurable e~fects; . i-~ its evil e===-'=..__.- were so dr~adf'~I- as sta~e~ the hun. an race would have ceased to exist." Thank you. Annual Meeting of S-.ockho!ders - !964 - s:atement of Robert B. Walker (4/1/64) a::7-!0: Last year, in the course of my report to you, I po£nted out that tobacco has a long and honorable history as a creature comfort, stretching back many centuries before Columbus discovered it in this hemisphere. In fact, the grow'~h of the tobacco custom has closely paralleled the rise of qivi!iza~-ion itself. If tobacco's history is long and honorable, it has also been marked by period storms, and we are irving .through such a storm at present. Before we leave this subject, let us look briefly at the other side of the coin. There must be veTy good reasons --reasons deep-rooted in human needs and wants -- why 65,000,000 Americans, representing more than half our adult population, smoke cigarettes regularly. Let me illustrate this with a little news item which appeared in the press l~st. December. This itz~ was headlined "Navy's No-Smoking Test Turns to Ashes in 3 Days." It read as follows: "The nerves of 15 sailors ordered to stop smoking for eight days became so frayed that the test was halted after three days, Navy psychologist Benjamin B. Weybrew reported today. 25ZOO50 7 Subject to Claims of Privilege and Confidentiality: Produced Pursuant to Court Orders in State ofMinnesota~ et aL v. Philip Morris, et al.

"The smokess in the test got irritable, ate too much, had trouble sleeping and personal relationships began to deteriorate. "Dr. Weybrew said the 'psychological contagion' spread to nonsmoking sailors and 'there was a danger of impairing the efficiency of the crew.' The test was held aboard the Triton while the nation's largest nuclear sub was on a six-.T.on=h global cruise in 1960." Fortunately the great contribution made by tobacco to our daily life -- which has always been self-evident to me -- is al~o self-evident to objective scientists and medical men. In the Annual Report we quoted a statemen: from the ~merican Medical Association which is worthy of repetition here. -Said the A.M.A.: "Since smoking may produce a tranquilizing effect as well as other favorable psychic reactions not so well identified, these factors need further study in evaluating the whole matter . ." I may turn out to be a poor prophet, but perhaps we may begin to hear more of the good effects of our product than s~me of our anti-tobacco campaigners would like. 7. 1963 Annual Report at 12 (Levitt Draft Composite at 32) : In December 1963 the ~ouse of Delegates of the American Medical Association voted to under- take a comprehensive program of research on to- bacco and health. In proposing this program, the AMA Board of Trustees stated that . ;= "Since smoking may produce a tranquilizin~ effect as well as other psychic reactions not so well identified, these factors need further study in evaluating the whole matter . . ." 1965 Annual Report at at 35): (Levitt Draft Composite Subject to Claims of Privilege and Confidentiality: Produced Pursuant to Court Orders in State of'lV[innesota~ et al. v. Philip IVIorris, et al.

Smoking remains a source of enjoyment and relaxation to many millions of people, and the pleasurable and traditional custom should not be the subject of emotional and prohibition motivated c~mpaigns as distinct from scientific inquiry. 9. Press Release, Paul M. Hahn (!!/2~/53) at 2: Tobacco is enjoyed by so many millions of people that it is only natural that this kind of com~ent [loose talk] s~ou!d create public controversy and therefore result in considerable publicity. 10. Press Release, "Cigarettes: Review and_2ore- cast," Walker/Jones (12/3/64) at 3: Owned by some llg,000 shareholders and employing approximately 16,000 people, American Tobacco is but one part of a vast industry which_brings plea- sure and enjoymeht to the 70 million people in this country who enjoy tobacco products. Federal, state and local taxes on tobacco products last year ex- ceeded $3 billion, of which cigarettes accounted for 98% of this revenue. Cigarettes pass across sales counters more frequently than anything ex- cept money. Tobacco is the nation's fifth largest cash crop and is third in our agricultural exports. Some 750,000 farm families in 21 states are dependent on tobacco growing; more than 3 million A~ericans are directly employed by the tobacco industry; some one and a half million retail outlets derive income from tobacco products; and tobacco annually generates hundreds of millions of dollars for a variety of other industries in the nation. ii. Press Release, "AB Estimates Nont0bacco Business Approaching $800 Million in 1971," Walker/Heimann (5/5/71) at 2: On the topic of smoking and health, Heimann said: "Perhaps because it brings pleasure and relaxa- tion to so many millions of people all over the Subject to Claims of Privilege and Confidentiality: Produced Pursuant to Court Orders in State of 1V[innesota~ et aL v. Philip Morris, et aL

world, tobacco has been blamed for many problems which defy real solution." 12. Press Release, "AB Repo:ts Record 1971 Sales and Earnings Ne'. Incoae Up to 10.4%" (1/25/72) at 2: The Chairman [Wa!kerl stated that cigarettes con- tinue to be a leadinq consume= com, modity despite continuing antitobacco campaigns. "~mericans have been enjoying smoking for centuries," he said, "and the fact that they continue to do so today is indicated by the st:ong level o~ industry sales." 13. ~ress Release, "Address by R.K. Reimann at Annual Meeting of Stockholders." (5/5/71) at 3: Perhaps because it b=ings pleasure and relaxa- tion to so many millions of people all over the world, tobacco has been blamed for many problems which defy real solution. 14. "A Frank Statement t~ Cigarette Smokers," TIRC Paid Ad in N.Y. Herald Tribune (1/4/59) a~ x: For more than 300 years tobacco has given solace, relaxation, and enjoyInent to mankind. 15. Rouse Rearings - Cigarette Labeling & Advertising - Con%mittee of Interstate & Foreign Commerce, State- ment of Bow~an Gray (6/25/64) at 138: -: [Topic not addressed] 16. Senate Hearings--Cigarette Labeling & Advertising- Conunit~ee on Com:nerce, Statement of George V. Allen {!965) at 941-943: 2S2005()40 Subject to Claims of Privilege and Confidentiality: Produced Pursuant to Court Orders in State ofMinnesota~ et aL v. Philip l~4orri% et al,

In the report by the Surgeon General's Ad- visory Committee, there is an important question oosed which should be of interest to this com~nittee. ~he report asks: "What would satisfy the psycho- logical needs of the 70 million Americans who smoked in 1963 if they were suddenly deprived of tobacco?" The report goes on to say that, "Medical perspective requires recogni:ion of significant beneficial effects of smoking primarily in the a:ea of mental health. These benefits originate in a psychogenic search for contentment and are measurable only in terms of individual behavior. Since no means of quantltating these benefits is apparent, the Coznittee finds no basis for a judg- ment which would weigh benefits versus hazards of smoking as it may apply to the general population." As this quotation suggests, the question of whether to smoke or not remains an individual deci- sion. And, as I have said, the cigarette industry exists to meet the desires of those individuals who choose to s:oke. In doing so, the industry also provides a livelihood for millions of Americans. While this is significant, we are all aware that such consider- ations cannot be allowed to outweigh questions of public health. ~owever, jobs and income are hardly irrelevant. They are a necessary base for all the other goals of our national life, includ- ing health, education, and, ultimately, the free- dom of the individual to make certain choices in life. What are the facts about the tobacco industry that should be taken into account in f~rmulating governmental policies? I would like to stress three aspects of the industry. First, it is a large industry, serving more than 70 million Americans who use the industry's products. Second, it is one of the most important to America's international trade. 257,C)O5C)41 Subject to Claims of Privilege and Confidentiality: Produced Pursuant to Court Orders in State ofMlnnesota~ et aL v. Philip Morris, et al.