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--;* j6a avo- SUMMARY OF LORILLARD PUBLIC RELATIONS ACTIVITIES February - June 1983 9cuIOco July 18, 1983

SUMMARY OF LORILLARD PUBLIC RELATIONS ACTIVITIES 4 February - June 1983 This summary was compiled by Sara R. Ridgway, Vice President--Public Relations, and the Carl Byoir & Associates, Inc. account group of Robin Leedy and Gene Oliva. Representative samples of Lorillard coverage by print media are attached. All clippings are available for review upon request. FUNCTION ACTIVITY STATUS Tobacco Trade Media News releases on personnel promotions, transfers and new Completed Relations hires concerning Lorillard's New York Office, Sales Organization and plant p.ersonnel were prepared and distrib- uted to 36 tobacco trade publications, plus marketing editors. A total of four individual releases were prepared covering eight personnel changes. Responded to inquiries by media regarding federal Completed excise tax increase and its effect on industry per company guidelines. , Distributed SATIN press kits to all trade media. Completed Consumer Brand Wrote and distributed 48 separate news releases on Completed Promotions NEWPORT Ski Series at 45 mountains in Northeast and Midwest. Release drafted for NF.G]PORT "River Rafting Races" Continuing to publicize summer-long schedule of events. 4sU.iioEa

LORILLARD PUBLIC RELATIONS RCsPORT 7/83 < FUNCTION ACTIVITY . STATUS Consumer Brand Followed up with Amateur Softball Association as to Completed ' Promotions (cont d) conflict regarding NEWPORT sponsorship of softball. Discussed with brand group and decided to drop negotia- tions with this association. Researched other existing softball organizations and Continuing located the U.S. Slo-Pitch Association. Discussed NEWPORT sponsorship with organization's president and brand group. Attended weekend softball tournaments in Petersburg and Continuing met with each of three NF.WPO:T softball site directors to discuss brand's involvement with upcoming tournaments in Wilson, N.C., Lafayette, La., and Oklahoma City, Ok. Researched several promotional concepts for SATIN, including the "SATIN Island Ferry," and discussed with brand group. Arranged for in-houqe SATIN Valentine's Day launch celebration in New York Office and plant locations. Handled raffle, secured gifts, cards, coffee, etc. Responded to media and other inquiries regarding SATIN launch. Continuing Completed Cont inuing Contacted by Bill Abrams, marketing editor at The Wall Completed Street Journal, re SATIN launch. Followed up and arranged for interview with J. Robert Ave by Abrams. Sent out approximately 250 SATIN press kits to business Completed editors at nation's top daily newspapers, wire services and feature syndicates. (For summary of media coverage, see addendum.) 2

LORILLARD PUBLIC RELATIONS REPORT 7/83 FUNCTION ACTIVITY STATUS Consumer Brand Answered inquiries on Lorillard test markets by media. Continuing Promotions (cont'd) Responded to inquiries on KENT Sports Business 'Continuing advertorial. Issued press announcement of padkage/name change of Completed KENT GOLDEN LIGHTS and its future inclusion in KENT family campaign. Arranged for sampling and use of BEECHNUT props for Completed annual Mississippi picnic in Central Park. Internal Communications Completed work on fourth-quarter LEAFS and distrib- Completed uted in March. Issue contained 20 pages of news and features pertaining to all of Lorillard and Loews highlights. Worked extensively with Loews art depart- ment and Bob DeBlasio on production of this issue. Completed work on first-quarter '83 LEAFS, distrib- uted June 30. Began work on second-quarter '83 LEAFS, due mid- August. Participated in all-day speaker/news conference training session at MediaCom, subsidiary of Carl Byoir & Associates. Completed Continuing Completed Handled arrangements for anniversary celebrations Completed for Messrs. Ave and Orcutt. - 3 -

LORILLARD PUBLIC RELATIONS REPORT 7/83 FUNCTION ACTIVITY STATUS External Programs Answered inquiries from various media on Lorillard Continuing and Media Activities brands, advertising, promotions, etc. Updated personnel and agency roster on Lorillard Completed and other Loew's divisions for annual trade magazines reports. Hometown releases concerning eight Lorillard personnel Completed promotions, transfers, etc., were written and distrib- uted to newspapers and other publications across the country. Responded to inquiry from Jacksonville, Fla. newspaper Completed reporter re additives in cigarettes. Sent mailgram- response from Lorillard on this subject to reporter. Responded to Wall Street Journal reporter for industry piece. Completed Responded to TIME reporter for industry piece. Completed Trade Association Attended mid-year NATD convention in Chicago. Completed Relations Chaired fund raising for 1983 Women in Communications Completed Matrix Awards. Addressed 1983 YWCA-Tribute to Women in International Completed Industry awards seminar in Houston. Attended the Conference Board annual meeting at Plaza Completed Hotel. OiFGIt0E0

LORILLARD PUBLIC RELATIONS REPORT 7/83 FUNCTION ACTIVITY STATUS Trade Association Arranged for art donation from Lorillard to Modesto Completed Relations (cont'd) Tobacco Co. Arranged for SATIN presentation to Stanley Stacey of Completed Cavalla Tobacco Co. Set up television interview with station WAVE in Completed Louisville which featured the plant. Attended 1983 Public Relations Seminar Committee meeting. Completed Handled press arrangements for A[•INY Installation Completed Luncheon -- Lady Bird Johnson guest speaker. IIWGII0E0

SELECTED PRESS CLIPPINGS zVUtoCo

~ _......,....• ,.,,....~ ..~.,...»......~ , .. TOBACCO REPORTER RALEIGH, NC MONTHLY 4,000 S ~ f~g _~6 19 883 Lorillard Lorillard has announced the pro- motions of four field sales repre- sentatives to assistant division managers. Richard J. Belongia will assist in the Milwaukee sales area. He has been with Lorillard as a sales repre- sentative in Green Bay, Wis., since 1981. Jenny J. Lewis, with the company siiice 1980, has moved to the Atlan- ta, Ga., division from Columbia, S.C. Matthew Caso III, formerly located at the Bronx, N.Y., division has moved to Plainview, Long is- land. Steven T. Simpson, formerly a sales representative in Bowling Green, Ky., is assigned to the Louis- ville division. He has been with the company since 1977. TABIIIC JflUlil!!1L INTE,illt`.f IU;'AL MAINZ, E11. GEIi i.9ANY H1-PAnrtTll+_'( AP R I Ci Cl 3 BUI~/~ELLE'S CV41I4Eo 1 1, ~_4 C-•ST9RE BUSINESS NEW YORK, NY 10 TI. A YR. 44,500 FEB 1983 t~.. ,. Lorillard, New York, NY, has promoted the following field sales representatives to assistant division managers: Richard J. Belongia to the Milwaukee sales area; Jenny L. Lewis to the Atlanta, GA, division; Matthew Ceso IlI to Plainview, Long Island; and Steven T. Simpson to the Louisville division. ------ - Susan F. Smith has been ap- pointed Sales Analysis Man- ager for all company brands at Lorillard. Before joining the company, she was a Sales Re- search Manager for the Clairol _ Susan F. Smith division of Bristol-Myers Co. She earned a bachelor of arts degree from Western Mary- land College. (DR) f i 'l OBACCO IN'1'ERNA'J' iONAI. March, 1983 ~%~~=I174~~ ---- - --- -- _-_-------- Larillard has announced several changes in its brand management group in New York. Katie P. Curren, who joined Lorillard in October, 1982, is the new assitant brand manager for True and Max cigarettes. She previously headed her own marketing consulting firm in New Orleans, La. Monty Kiernan has been advanced from brand manager to senior brand manager for Kent and Kent III. Before joining Lorillard, he was marketing manager for Quality Bakers of America. Andrew Pasheluk has been appointed senior brand manager for True and Max cigarettes. He was previously brand manager for Golden Lights. Pasheluk was an account supervisor at Ted Bates & Co. Inc. before joining Lorillard. Claudia Garbin was advanced to associate brand manager from assistant brand manager for chewing tobaccos. Before joining Lorillard in 1978, she was employed at Joseph E. Seagram and Sons. Curren Pasheluk Garbin

~ `......,.... ,.......,~......,.,..........~.....I TOBACCO REPORTER RALEIGH, NC MONTHLY 4,000,5 ~ gA/ F E $ 19- 83 Lor911ard Lorillard has announced the pro- motions of four field sales repre- sentatives to assistant division managers. Richard J. Belongia will assist in the Milwaukee sales area. He has been with Lorillard as a sales repre- sentative in Green Bay, Wis., since 1981. Jenny J. Lewis, with the company siiice 1983, has moved to the Atlan- ta, Ga., division from Columbi S.C. a, Matthew Caso III, formerly located at the Bronx, N.Y., division has moved to Plainview, Long Is. land, Steven T. Simpson, formerly a sales representative in Bowling Green, Ky., is assigned to the Louis- ville division. He has been with the company since 1977. r ~I- °~_ ^. C-•ST9RE BUSINESS NEW YORK, NY 10 TI. A YR. 44,500 FEB 1983 Lorillard, New York, NY, has promoted the following field sales representatives to assistant division managers: Richard J. Belongia to the Milwaukee sales area; Jenny L. Lewis to the Atlanta. GA, division; Matthew Ceso III to Plainview, Long Island; and Steven T. Simpson to the Louisville division. Susan F. Smith has been ap- pointed Sales Analysis Man- ager for all company brands at Lorillard. Before joining the company, she was a Sales Re- search Manager for the Clairol division of Bristol-Myers Co. She earned a bachelor of arts degree from Western Mary- land College. (DR) ~ r_1 TAQ111:.It)U111!AL INTEIiN.,",TIO*,".Af, MAINZ, ~1I. GEHi9nNY aI rannTl+t_ r APR 1 c;93 8, f 19~I?ELLE'S '1'OBACCO INI'EIZNA`I'IONAL March, 1983 Lorillard has announced several changes in its brand management group in New York. Katie P. Curren, who joined Lorillard in October, 1982, is the new assitant brand manager for True and Max cigarettes. She previously headed her own marketing consulting firm in New Orleans, La. Monty Kiernan has been advanced from brand manager to senior brand manager for Kent and Kent III. Before joining Lorillard, he was marketing manager for Quality Bakers of America. Andrew Pasheluk has been appointed senior brand manager for True and Max cigarettes. He was previously brand manager for Golden Lights. Pasheluk was an account supervisor at Ted Bates & Co. Inc. before joining Lorillard. Claudia Garbin was advanced to associate brand manager from assistant brand manager for chewing tobaccos. Before joining Lorillard in 1978, she was employed at Joseph E. Seagram and Sons. Curren Pasheluk Garbin

, __....,......_~..d....a-- - ~,,,,.., TOBACCO REPORTER RALEIGH, NC MONTHLY 4,000,~,~~,1~s, v~.ee• FE B 19-83 Lorillard Lor~_ ~l, lard_has announced the pro- motions of four field sales repre- sentatives to assistant division managers. Richard J. Belongia will assist in the Milwaukee sales area. He has been with Lorillard as a sales repre- sentative in Green Bay, Wis., since 1981. Jenny J. Lewis, with the company siiice 1989, has moved to the Atlan- ta, Ga, division S.C from Columbia, . Matthetv Caso 111, formerly located at the Bronx, N.Y., division has moved to Plainview land. , Long Is- Steven T. Simpson, formerly a sales representative in Bowling Green, Ky., is assigned to the Louis- ville division. He has been with the company since 1977. TABfIK Jf)U1111!1L INTEIiN!'~ T10;'11t, MAINZ, ~11. GEIIi,9ANY Ht r1lnrliHt_ r APR 1 ~ ~3 BU/e%'ELLE'S CVx.1ioea r 17~-~,4 C-•ST9RE BUS.INESS NEW YORK, NY 10 TI. A YR. 44.,iott FEB f98;3 ~:.. Lorillard, New York, NY, ~ has promoted the following , field sales representatives to assistant division managers: Richard J. Belongia to the Milwaukee sales area; Jenny L. Lewis to the Atlanta, GA, division; Matthew Ceso III to Plainview, Long Island; and Steven T. Simpson to the Louisville division. Susan F. Smith has been ap- pointed Sales Analysis Man- ager for all company brands at Lorillard. Before joining the company, she was a Sales Re- search Manager for the Clairol_- Susan F. Smith division of Bristol-Myers Co. She earned a bachelor of arts degree from Western Mary- land College. (DR) ; r CI 1 7 14_17 ,~~`, TOBACCO INTERNATIONAL March, 1983 7-~-~ - - ~ ~' Lorill'irc has announced several changes in its brand management group in New York. Katie P. Curren, who joined Lorillard in October, 1982, is the new assitant brand manager for True and Max cigarettes. She previously headed her own marketing consulting firm in New Orleans, La. Monty Kiernan has been advanced from brand manager to senior brand manager for Kent and Kent III. Before joining Lorillard, he was marketing manager for Quality Bakers of America. Andrew Pasheluk has been appointed senior brand manager for True and Max cigarettes. He was previously brand manager for Golden Lights. Pasheluk was an account supervisor at Ted Bates & Co. Inc. before joining Lorillard. Claudia Garbin was advanced to associate brand manager from assistant brand manager for chewing tobaccos. Before joining Lorillard in 1978, she was employed at Joseph E. Seagram and Sons. Curren P asheluk Garbin

~ _. ..,~ ., ,.,.. ..,~ .~.,..........., ., ,., TOBACCO REPORTER RALEIGH, NC MONTHLY 4,000 r FE 9 1_9 8~3 Lorillard Lorillard has announced the pro- motions of four field sales repre- sentatives to assistant division managers. Richard J. Belongia will assist in the Milwaukee sales area. He has been with Lorillard as a sales repre- sentative in Green Bay, Wis., since 1981. Jenny J. Lewis, with the company shice 1989, has moved to the Atlan- ta, Ga., division from Columbia, S.C. Matthew Caso 111, formerly located at the Bronx, N.Y., division has moved to Plainview, Long Is- land. Steven T. Simpson, formerly a sales representative in Bowling Green, Ky., is assigned to the Louis- ville division. He has been with the company since 1977, TABAK JI1UIif ML INTE I I ll t''.T I tl; ". AL MAINZ, h1. rEHi,9ANY al r•,inrirw_r APR BUl~/ZELLE'S CV4II0E0 C-•ST9RE BUSINESS NEW YORK, NY 10 TI. A YR. 44,500 FEB 1983 ~~. ,. Lorillard, New York, NY, has promoted the following field sales representatives to assistant division managers: Richard J. Belongia to the Milwaukee sales area; Jenny L. Lewis to the Atlanta, GA, division; Matthew Ceso III to Plainview, Long Island; and Steven T. Simpson to the Louisville division. ------- -- - - Susan F. Smith has been ap- pointed Sales Analysis Man- ager for all company brands at Lorillard. Before joining the company, she was a Sales Re- search Manager for the Clairol _ Susan F. Smith division of Bristol-Myers Co. She earned a bachelor of arts degree from Western Mary- R land College. (D ) I r . rr G~L~'II ~%4, , 'lOBACCO INTI;RNATi0NAL. Mar.ch, 1983 L '~~r/74~F~ Lorillard has announced several changes in its brand management group in New York. Katie P. Curren, who joined Lorillard in October, 1982, is the new assitant brand manager for True and Max cigarettes. She previously headed her own marketing consulting firm in New Orleans, La. Monty Kiernan has been advanced from brand manager to senior brand manager for Kent and Kent III. Before joining Lorillard, he was marketing manager for Quality Bakers of America. Andrew Pasheluk has been appointed senior brand manager for True and Max cigarettes. He was previously brand manager for Golden Lights. Pasheluk was an account supervisor at Ted Bates & Co. Inc. before joining Lorillard. Claudia Garbin was advanced to associate brand manager from assistant brand manager for cheNving tobaccos. Before joining Lorillard in 1978, she was employed at Joseph E. Seagram and Sons. Curren Pasheluk Garbin

-f alililNGTUN, CONN. HE:GIS1 CR u. I 2 125 , J~ lr~r"e!(jc-l I)y Nh.trv t'annm; Monday's snowstorm proved winter had not gone down for the final count. Between 12 and 15 inches of "white gold" was dumped on New England ski areas, infusing new life into a somewhat dismal ski season. Some Vermont and New Hamp- shire ski areas reported up to 20 inches of snow. "This will really get people fired up and out here on the slopes. We're tickled about it," was one ski area operator's reaction. The new storm, coming just in time for the big Washington's birthday week, delighted ski area operators who said it should lengthen the ski season considerably. Cold temperatures fol- lowed the storm, restoring winter conditions to ski country. .The 1983 Newport "Alive With Pleasure" ski spree comes to Mohawk Ski Area, Cornwall, this weekend, as part of a tour of ski resorts in the northeast and midwest. Special events and activities are scheduled for both days and will include ski races, giveaways and award presentations. Events are open to skiers at all skill levels who are at least 21 years of age. All participants will receive Newport ski hats. This is the third year Lorillard is sponsoring the U;`y,piAU.SkUipree Last year's event at Mohawk drew hundreds of' participants. t1t,4It0E0 - ITHACA, N.Y, JouRtlnL pAII.Y 20,300 <</~~rli FEB 3 Newport Ski Spree The 1583 Newport " Aliv Wih et pleas- ure" Ski Spree will be held Feb. 4-6 at Greek Peak as a part of a tour of ski resorts in the Northeast and Midwest. Special events and activities are Scheduled all three days. Included are ski races, prizes and an awards presenta- tion. Events are open to skiers at all skill levels who are at least 21. Also scheduled is a"Ski Free" week sweepstakes with five grand prizes of a for two at a ski resort of each winner's choice. Second- and third-place prizes include skis and bindings. For more information, contact Ellen Schmitz at 212-841-8807. 4- - INCENTIVE r;; ,,li ;,-7i:; ; NEW Y011`:f!. MONTHLY 34, 100 aPR Lorillard Division Loews The- atres Inc., New York NY. (Ncw- port cigarcttcs). "Newport's Ski Sprcc Swccpstukcs." 4 prize levels: Week's ski vacation for 2 at any US resort, inclu ling airfarc, hotel, ski ,~ , ;lits, lifl hckut, _rd S 1Ot)0: com- plctc ski outlits; ski cyuipmcnt; ski hats. ,--~ 7 _{ 4 PETOSKEY. Nll!,'H. 1JEWS-flclrEdafJ D. 10.n0o ~41t.1- ~ 3 i 9 1 ._~ ', 3 Ski Spree At Boyne Mt.,, BOYNE MT.-The 1983 Newport "Alive With Pleasurej' Ski pree comes to Boyne Mt. March 4-6 as part of a tour of ski resorts in the Northeast and Midwest. Special activities and events are scheduled for both days and will in- clude races, give-aways and presen- tations. Events are open to skiers of all skill levels and they must be 21. 4 On Saturday dance contest will be ; held.

-f .~IiRIfdGTUN, CONN. REGIS I ER ~1 ~ u.12,12s l ,~~- l/ SjlcY reUt%,~ J__1 1 7 ITHACA, N.Y. JQURN/1L pAILY 20,300 /I FEB Monday's snowstorm proved winter had not gone down for the final count. Between 12 and 15 inches of "white gold" was dumped on New England ski areas, infusing new life into a somewhat dismal ski season. Some Vermont and New Hamp- shire ski areas reported up to 20 inches of snow. "This will really get people fired up and out here on the slopes. We're tickled about it," was one ski area operator's reaction. The new storm, coming just in time for the big Washington's birthday week, delighted ski area operators who said it should lengthen the ski season considerably. Cold temperatures fol- lowed the storm, restoring winter conditions to ski country. 'The 1983 Newport "Alive With Pleasure" ski spree comes to Mohawk Ski Area, Cornwall, this weekend, as part of a tour of ski resorts in the northeast and midwest. Special events and activities are scheduled for both days and will include ski races, giveaways and award presentations. Events are open to skiers at all skill levels who are at least 21 years of age. All participants will receive Newport ski hats. This is the third year Lorillard is sponsoring the Last year's event at Mohawk drew hundreds of' participants, VV4It4EU r.,r. t•Newport Ski Spree The 1983 Newport "Alive With Pleas- ure" Ski Spree will be held Feb. 4-6 at Greek Peak as a part of a tour of ski resorts in the Northeast and Midwest. scheduled all three days, fncluded are ski races, prizes and an awards presenta- tion. Events are open to skiers at all skill levels who are at least 21. Also scheduled is a "Ski Free" sweepstakes with five grand prizes of a week for two at a ski resort of each i ' ' =f 4-~l w nner s choice. Second- and third•place prizes include skis and bindings. For more information, contact Ellen Schmitz at 212-841-8807. PETOSKEY. NIi!;H. flE'~VS-fi~1nE1.'d D. 10.11t)0 C 3 C7 i i 7 4 +B INCENTIVE NEW Ypt11 ", f!.:. MONTftLY :14, 1o0 U r~rt.rl~c%s~ ., . A P R Lorillard Division Loews The- atres Inc., Nc%1, 1'ork NY. (New- port cigarcttes). "Newport's Ski Spree Sweepstakes." 4 prize levels: Week's ski vacation for 2 at any US resort, including airfare, hotel, ski ,:.,;tit., lift ucku~, ~nd S IOI)0; com- plctc ski outlits; ski equipment; ski hats. , Ski Spree At Boyne Mt. ,, i BOYNE MT.-The 1983 Newport "Alive With Pleasure' Skt Spree comes to Boyne Mt. March 4-6 as part of a tour of ski resorts in the Northeast and Midwest. Special activities and events are scheduled for both days and will in- elude races, give-aways and presen- tations. Events are open to skiers of all skill levels and they must be 21. i 1 On Saturday dance contest will be ', I held.

:::arj 1. h )' N I<<n• Va il I l i l l l J Monday's snowstorm proved winter had not gone down for the final count. Between 12 and 15 inches of "white gold" was dumped on New England ski areas, infusing new life into a somewhat dismal ski season. Some Vermont and New Hamp- shire ski areas reported up to 20 inches of snow. "This will really get people fired up and out here on the slopes. We're tickled about it," was one ski area operator's reaction. The new storm, coming just in time for the big Washington's birthday week, delighted ski area operators who said it should lengthen the ski season considerably. Cold temperatures fol- lowed the storm, restoring winter conditions to ski country. ' The 1983 Newport "Alive With Pleasure" ski spree comes to Mohawk Ski Area, Cornwall, this weekend, as part of a tour of ski resorts in the northeast and midwest. Special events and activities are scheduled for both days and will include ski races, giveaways and award presentations. Events are open to skiers at all skill levels who are at least 21 years of age. All participants will receive Newport ski hats. This is the third year Lorillard is sponsoring the Last year's event at Mohawk drew hundreds of' participants. tti~IL0~0 - 7 -4,P A ITHItCA, N.Y, JQURtl/1L 11AILY 20,300 / FEB -1 g98) 113 r,• Newport Ski Spree - The 1983 Newport "Alive With Pleas- ure" Ski Spree will be held Feb. 4-6 at Greek Peak as a part of a tour of ski resorts in the Northeast and Midwest. Special events and activities are scheduled all three days. Included are ski races, prizes and an awards presenta• tion. Events are open to skiers at all skill levels who are at least 21. Also scheduled is a"Ski Free" sweepstakes with five grand prizes of a week for two at winner's choicea ski resort of each . Second- and third•place prizes include skis and bindings. Schmitz at 212 8418807~n' contact Ellen INCENTIVE NEW YQW:, MOPJTHLY :)4,100 APR I l)` ~,3( Lorillard Division Loews The- atres Inc., New York NY. (New- port cigarcttcs). "Newport's Ski Spree Swccpstaketi." 4 prize levels: Week's ski vacation for 2 at any US resort, including airfare, hotel, ski ;lit., lift uckct, and $10O0; com- plctc ski outlits; ski eyuipmcnt; ski hats. PETUSKEY. ft91!,'H. iJE'uVS-RcIIIFVJ 0. c0.4()0 hi A R Ski Spree I At Boyne Mt. rtitr cA. BOYNE MT.-The 1983 Newport "Alive With Pleasure' Skt pree ~ comes to Boyne Mt. March 4-6 as ; part of a tour of ski resorts in the Northeast and Midwest. Special activities and events are scheduled for both days and will in- e clude races, give-aways and presen- tations. , Events are open to skiers of all skill levels and they must be 21. ~ On Saturday dance contest will be held.

1aItRItdGTON, CoNN. (IEGtSICR /l. 12,125 // ~~tlY/Ye((c•'~ { bi' Man' Vanni>fli ` •i I 11cj t_' ~ Monday's snowstorm proved winter had not gone down for the final count. Between 12 and 15 inches of "white gold" was dumped on New England ski areas, infusing new life into a somewhat dismal ski season. Some Vermont and New Hamp- shire ski areas reported up to 20 inches of snow. "This will really get people fired up and out here on the slopes. We're tickled about it," was one ski area operator's reaction. The new storm, coming just in time for the big Washington's birthday week, delighted ski area operators who said it should lengthen the ski season considerably. Cold temperatures fol- lowed the storm, restoring winter conditions to ski country. .The 1983 Newport "Alive With Pleasure" ski spree comes to Mohawk Ski Area, Cornwall, this weekend, as part of a tour of ski resorts in the northeast and midwest. Special events and activities are scheduled for both days and will include ski races, giveaways and award presentations. Events are open to skiers at all skill levels who are at least 21 years of age. All participants will receive Newport ski hats. This is the third year Lorillard is sponsoring the ~11-p~,~~~Last year's event at Mohawk drew hundreds of particlpants. ~'ti~ItOl;rti - ITHlICA, N.Y, JnuRr~lnL ()AILY 20,300 ,~i t/~~g. FEB 1; : r ~• Newport Ski Spree The 1983 Newport "Alive With Pleas- ure" Ski Spree will be held Feb. 4-6 at Greek Peak as a part of a tour of ski resorts in the Northeast and Midwest. Special events and activities are scheduled all three days• Included are ski races, prizes and an awards presenta- tlon. Events are open to skiers at all skill levels who are at leas(21. Also scheduled is a"Ski Free" sweepstakes with five grand prizes of a week for two at a ski resort of each winner's choice. Second- and third-place prizes include skis and bindings. For more information, contact Ellen Schmitz at 212-841-8807. INCENTIVE P„'.li'": NEW YQC`:, f!.:. MorrrHLY :)4,100 APR i (~),,,3 Lorillard Division Loews The- atres Inc., Ncw Yoik Nl'. (New- port cigarettes). "Newport's Ski Spree Sweepstaketi." 4 prize levels: Week's ski vacation for 2 at any US resurt, includine airfarc, hotel, ski , . ;lit,, lift uckut, , rd $IOQ0; com- plete ski outlits; ski equipment; ski hats. L;:3;i / 7 PrTUSKEY. Nll ,'H, 11EW3-Rctlll:tPJ n• lo.4un J - ; Ski Spree At Boyne Mt. BOYNE MT.-The 1983 Newport "Alive With Pleasure`' Skt Sree comes to Boyne Mt. March 4-6 as part of a tour of ski resorts in the Northeast and Midwest. Special activities and events are scheduled for both days and will in- clude races, give-aways and presen- tations. Events are open to skiers of all skill levels and they must be 21. ~ On Saturday dance contest will be ' held.

COi1TLtil1D, N.Y. DEG9DCRAT (S'rRACUSE MAnKET AREA) W. 2,4 5 2 (~~(Li/'ifUC'l- N , ;3y, 19, 8, 3 Grcek Peak site - ®fSks Spree !- The 19a:; Newport "Aiive, is: is the third year T.or- With Pleasure" Ski Spree tllard is:sponsoring the New comes to Greek Peak, Cort- port Ski Spree. Last year's •landi ;N,Y., this weekend, events at Greek Peak drew Feb: 4-Feb. 6, as part of a tour of 'ski resorts in the Nort.heast and Midwest. Special events and activ- ities are scheduled for both days and will include ski races, free giveaways and award presentations. Events are open to skiers at all skill levels 1v11o - ai7e at least 21 ye'ar'_i' of' -a`ge. All partici- pants will receive Newport ski hats. On Saturday evening New- port will host' dance con- tests at the base lodge bar and neighboring pubs. For further information check at the base lodge. !3,41101," O hundreds of pa,rticipants to the fun and excitement. "'1'here's something for ev- eryone, regardless of skiing ability," said Roland Ham- mer, Newport brand man- ager. "With the tremendous responFe we received from hoth participants and the resorts we've been able to make tbis year even better. No. 'one should miss it,' he added. This year's events also 'include,a "Ski Free' sweep- stakes ,,,~,ith five grand prizes of t week for two at the ski resort of each win- ner's choice (anywhere in the U.S.), round-trip air fare, 'hotel accomodations, complete ski outfits, lift tickets and $1,000 for meals and exnenses. Second and third-place prizes include skis and bindings. The sweepstakes will be advertised in national mag- azines and will be promoted. at point-of-sale. P:?6DDLET0IL1/1J, N.Y. })EfiliLO RFCORD n. Mun. FEB -4 J98 3 C6NVENIEPiCE STORE NE1,'JS NEN YORK, N.Y. BI•WEEKL.Y 35,000 ~~tYQll(' h. MAR 1983 , « Ken Farber - AS,oine sl-dIng - Busch Weekend at Brodic~ "ar,lintain, hIaSs, Saturday and Sunday, with IVew•nOrt "Allve w'ltii Y! a>:ura" sche- duled thr fo31o"~ing •Neekend. '~ - i'+ Ski If.::^iak: ma;a•r.in.r:ddit r:+ce ca!nf, at Ji:rtin~. I't cik, IVl S ' r! nd ' s:!s. a~urday anr; ! ay. :!n+1 N, .l;ort Ski Sp t?ue follov:i:rg v:,.,r.t:end. ree 'Fhe 1I:ld Rivf•r f)c ;t,i i!1 X-C Itr, ve at Mnd Itiver, %'t., Fch. 13. - The Litlivr-:;iry of VcrnIont Winter Carnival at. Stowf', Vt., G0day attd S,&irrd'ay, The QI:ehe-r: City Wir.t~,r +'art~ival Carltlfiuil;g through Feb. 13. -- The 17 S Ski 7`eam Celebrity Classicc a.ld 15~intcr':ar- ;liVA at Park Ci't}-, Utah, 1' eb. '?-1?. f e aFabc:, U!ster Fjt;;tcu L!u.ef ond nn avid "-ier, u weekly r.qjL;nm fo; afiticnaras of Ihe d:w„nlll .ariety cf tISt3 Newport 'Ski Spree' Lorillard'sN ewport cigarettes arc the center of a sweepstakes offering five grand prizes consisting of a week for two at a ski resort to be chosen by each of the winners. The sweepstakes began with advertisements in national magazines and is supported with point-of-sale. Coupons worth $1.50 toward the purchase of Newport cigarettes are also included in the of- fering. The sweepstakes is part of the "19R3 Newport Ski Spree," which in- cludes prornotional activities at selected mountains throughout the ski season. The sweepstakes deadline isApri130.

f:?6DDLETO'L1/id, N.Y. T1:...-w5 ,}lERlilD RFCORO O- SufJ. 7a ~7s C0nTLfiND, N.Y. DEG90CRAT (SYiiACUSE h1f1f11(ET AREA) w. 2,4 5 2 ~~~ '91 81 3 Grcek Peak site of Sks Spree The 1983 Newport "Alive Wit.h Pleasure" Ski Spree comes to Greek Peak, Cort- Ia-ndi N.Y., this weekend, Feh. 4-Feb. 6, as part of a tour of 'ski resorts in the N6rtheast and Midwest. Special events and activ- ities are scheduled for both days and will include ski races, free giveaways and award presentations. Events are open to skiers at all skill levels tivho, a: e at least 21 of--age. All partici- pants will receive Newport ski hats. On Saturday evening New- port will host• dance con- tests at the hase lodge bar and neighboring pubs. For further information check at the base lodge. SvL1t0vo This is"the third year Lor- illard is.sponsoring the New port Ski Spree. Last year's events at Greek Peak drew hundreds of pa,rticipants to the fun and excit•ement. "'1'here's something for ev- eryone, regardless of skiing ability," said Roland Ham- mer, Newport brand man- ager. "With the tremeridous resnonFe we received from hoth participants and the r•esorts, we've been able to make this year even better. No. 'one 'should miss it,' he added. This year's events also 'include,a "Ski Free' sweep- stakes •-~-ith five grand prizes of t week for two at the ski resort of each win- ner's choice (anywhere in the U.S.), round-trip air fare, 'hotel accomndations, complete ski outfits, lift tickets and $1,000 for meals and exnenses. Second and third-place prizes include skis and bindings. The sweepstakes will be advertised in national mag- azines and will be promoted . at point-of-sale. FER CONVENIENCE STORE NEt'IS WEVV YORK, N.Y. BI-Wt:EKLY 35,000 MAR 1983 Ken Farber - Alnine siffing -- Busch Weekend at Brodi; "aoitnt:;in, hlass., Saturday and Sunday, with New•nort "AI'rve wltil I'!k•asure'• sche- du1~ thr foi~ing weeken~i. ~" A Ski magazine adult r- ~.ce cain,, at Jiminy I'c ak, iVFa: s. Saiurday an !s runday. ~nd ;'vf!..lxort Ski Spree the followinF v;,,r.r'ond. -The C:re:,t 1l:id Rivc-r t)ca; r,t:il1 X-C I?ace at Mad Itivcr, Vt., Feh_ 13. - The Univer.;ity of Ver mont Winter Carnival at Stnwe. Vt., today aud S<rt!irda;. 't'he Qrieii.`- : (;itv Wir!fer C_1ri'iv:1l Cont.irirSrrlg throupi: P'e b. 13. -- The V.S Sici ;'eiirn Celehrity Classic a.irl W;nter r:ar• nW•al at Park Ci't}-, Utah, Feb. 9-;2. F:era Fprhez, Ul,tar f3u:eau Llv4 ond an avid skier, wri~~s u weelsly colvmm fcr affitienar;os of thee d.^.wniiill ariet j of rha sp.O. Newport 'Ski Spree' LorsNewport cigarettes arc the center of a sweepstakes offering five grand prizes consisting of a week for two at a ski resort to be chosen by each of the winners. The sweepstakes began with advertisements in national magazines and is supported with point-of-sale. Coupons worth $1.50 toward the purchase of Newport cigarettes are also included in the of- fering. The sweepstakes is part of the "1983 Newport Ski Spree," which in- cludes promotional activities at selected mountains throughout the ski season. The sweepstakes deadline is April 30.

r:?1[3DLET0tNW, N.Y. TE:..~_S dERALF) RFCORD n. s{{ra. /:?,)7s CDRTLI'if1D, N.Y. DEr-9DCRAT (SYRACUSE nIArttcFT AREA) tiv. 2,4 5 2 FE9 ().3ci/ i~k;A Ken Farber - Alpine skdiny Greek Peak site ®f Skd Spree r-- The 1983 Newport "Alive , This: is the third year Lor- Wit.h Pleasure" Ski Spree rllard is:sponsoring the New comes to Greek Peak, Cort- por't Ski Spree. Last` year's .land~ N.Y, this weekend events at Greek Peak drew Feh ~ 4-Feb ~ 6, as part of a hundreds of participants to tour of 'ski resorts in the the fun and excitement. Northeast and Midwest. "~l'here's something for ev- Special events and acliv- eryone, regardless of skiing ities are scheduled for both ability," said Roland Ham- days and will include ski lner, Newport brand man- races, free giveaways and ager. "With the tremendous award presentations. L:vent~ responee we received from are open to skiers at all skill both participants and the leve}s ~wha,are at least 21 i'E's4i'tG, we've been able to !,'F'.a+>> df'-a'ge. All partici- make tk~"is year even better. pants will receive Newport No 'one 'should miss it,' he ski hats. added. On Saturday evening New_ .: This year's events also port will host' dance con- rnclude~a "Ski Free sweep- tests at the base lodge bar stakes . a ith five grand and neighboring pubs. For prizes of t week for two at further information check at the ski resort of each win- the base lodge. ner s ah.0ice (anywhere in tl U S St'4IL`JC0 ~e ...}, round-trrp air fare, 'hotel accomodations, complete ski outfits, lift tickets and $1,000 for meals and exnenses. Second and third-place prizes include skis and bindings. The sweepstakes will be advertised in national mag- azines and will be promoted , at point-of-sale. CONiiENIENCE STORE NEUVS IJE'vV YORK, N.Y. BI-4YEEtSLY 35,000 MAR 1983 Newport 'Ski Spree' Busch We«~lkend at Brodie .1otrn+.:;in, Rla::s., Saturd.+.y ar,d Sur,day, with Newo.r,rt "Alive with Y!k,&ure` schc:- duled thc folio••aing weelten(f. " A Ski ma;azi{i, adt{lt rc?ce camp r ,~„ n,, ;;t 3i:nin; l.+k. 1.vIs--.. tiallurday and runday. :.nd 'vf•.>;;ort sF;i S~,ree the fo]Io~•:ing vnrr•r•:crd. ' -'the Cir~-,At ti3:,ti .Rivr r U~;s~.{u:ill X•C' I?ace at !via,d kivcr, Vt., Fc:h. !3. - The Unive~.sity of Vermont PJinter Carnival at Stowe. Vt., today and &&trn'ay. The isuebi=;: CitV Winti`i' i':~ti?1Va1 cont;i,ui;ig throuQi: Feb. 1 J. 't'he U.S Ski I cant Celehrity Clas.sic a;,d W:ntar':ar• n:val at Park t'ity. Utsh, Teb. P-12 Ke3, Fa:aer, MtPr Rurrcv Cl,!:af ar,ri on avid "-ier; C{ bVPEItIy rr71U;T~ri fCr afiUCnO[iaS Of (ltn ~CJrfety Gf rhe sp.; t. _Lorilla~ rd's Newport cigarettes are the center of a sweepstakes offering five grand prizes consisting of a week for two at a ski resort to be chosen by each of the winners. The sweepstakes began with advertisements in national magazines and is supported with point-of-sale. Coupons worth $1.50 toward the purchase of Newport cigarettes are also included in the of- fering. The sweepstakes is part of the "1983 Newport Ski Spree," which in- cludes promotional activities at selected mountains throughout the ski season. The sweepstakes deadline is Aprit 30.

9V4jL0E0 TOBACCO REi URTE11 RALEIRli, NC MOPJTHLY 4,000 A P R i Lorillard explains $5 ~ savings certificate offer A consumer savings-certificate ( program worth up to $5 toward the ~ purchase of any_Lorillard cigarette brand was begun last I)ecember and will run through the next few months. Cartons marked with the special offer contain a mail-in cer- tificate. Consumers can mail up to four certificates, along with two package-bottom flaps with each certificate. In return, they receive a $1.25 store-redeemable coupon. In addition, a one-time free standing insert ran in Sunday sup- plements last January, containing store coupons worth an additional $1.25 on any carton of Lorillard cigarettes, making a total savings of $6.25 available to the consumer.

Ft/(Jt1 :i ` ~ I:itlPt: '!', A P ~ h m Ellen Sc I Lorillard _ Lorillard: Ellen M. Schmitz is promoted to brand manager. Newport cigarettes. I UNI'I'ED STATES TOBACCO JOURNAL Newlxort. With the com- panNl since 1979-. she ~,,as forntcrly atisoci,rte brund managcr tor New- port. I'rior tojoin- ino LorillarcJ, Schmitz was pr(jj- crt analyst fur NPD Rc.carch hcre. Schmitz appointed manager for Newport N1:\V 1'ORK: Lorill.ual has pnnnrucd F.llen N1. Scliniitr to fvawi ntana,_,cr for Schmitz Shcc is a nicmbcr of thc Amcrican G ~~~LIOEO Markcting Astiociatimn. April 22, 1983 rl.;Pl PIEDIA l:1DUSTRY P;EI,'.,;-ETTER NEW YORK, NY Vri=.KLY dj,~~z: f~.l ~,~ ./~/{ I l' R 20 1 fJ v/w.: ~ I, /~11TT T I~TI ~. JLiiL n~Li.i .w..~, .... .~ LORILLARD,,,Ellen Schmitz promoted to brand manager for Newport cigarettes, Schmitz be- gan her career as project analyst for NPD Research in New York (78-79) before joining Lorillard in '79 as market research analyst. From '80 to '82, she served as assistant brand manager for Newport, taking on associ- ate brand manager duties last year, A mem- ber of the American Marketing Association, I 0 Il 7-~--7 C1 DRUr, sTOi'E r!f . ,t , FJEtY 1'OC;;, fL'(. nt 1vEEKLr 37,2 :1 n MAY 2 Lorillard h<t5 announct~(l t he promotion of )~:Ilen ~1I. Schmitz to brand manager for Newport . .' With the company since 1979, she was formerly associate brand manager for Newport. Prior to joining the company, she was project analyst for NPD Research in New York. She is a member of the Ameri- can Marketing Association.

FUft!):i` : r . C'Ir;13i: ii 1JE~~ ~~; ,' l I':ititt: '! = ~Dp I Ellen Schmitz - ~ Lorillard ~ Lorillard: Ellen M. Schmitz is promoted to brand manager, Newport cigarettes. I UNI'I'LD STnTES TOE3ACCO JOURNAL Schmitz appointed manager for Newport NI-A4' YORK: Lorillarcl has promotccl t•:Ilcn i1d. Scllniitr to hruul mnlnaq,cr forr Ncktpurt. with ti,c com- pany since 1979. she was /ormcrly associate brand manarcr for New- port. I'rior to jciin- ino l.orillarcl, Schmilz was proj- cct analyst fur Nf'D Rcscarch hcrc. Schmitz Shc i> a nicmbcr of thc American ~ aLTIOCO Markcting Association. April 22, 1')83 1111111 HED1:;I:IDUSTRY P1fV:; -ETTER P1E'N YDRK, NY N1rc.KLY d,,,/,rx .~ <«~ APR 20 1983 ~ l. nn~7 1~ LORILLARD,.,E11en Schmitz promoted to brand manager for Newport cigarettes, Schmitz be- gan her career as project analyst for NPD ,Research in New York (78-79) before joining Lorillard in '79 as market research analyst. From '80 to '82, she served as assistant brand manager for Newport, taking on associ- ate brand manager duties last year, A mem- ber of the American Marketing Association, DRUG STOI:E rlEVi ti~ol;I ;. tr.r. ftl tVFFKI.Y 37,210 M 11 Y 2 1: `; 3 Lorillard htiy arnnouncc(l t he promotion of r:llen M. Schmitz ~ to brand manager for Newport. ' With the company since 1979, she was formerly associate brand manager for Newport. Prior• to joining the company, she was project analyst for NPD Research in New York. She is a member of the Ameri- can Marketing Association.

I Ellen Schmitz Lorillard ri t~J "rt, r:~ntt: '. APR Lorillard: Ellen M. Schmitz is promoted to brand manager, Newport cigarettes. UNI"1'I;D STATES TO[3ACCO JOURNAL Schmitz appointed manager for Newport NI:WYURK: Lorill,trcl has limmtotcd I•:Ilrn M. SchuiilV to hrancl manawcr for Nck~port. With the conr pan~ since 1979, she was formerly astiociatc hrand niana2cr for New- port. Nrior to join- ing Lorillard, Schmi(r was pruj- cct anulytit fur NI'f) Rescarch herc. Schmitz Shc is a memher uf the American (1 LVUtOCO Marketing Astiociation. 4 April 22, 1983 1LITI RiED{A 1:lDUSTRY P; fV.:'i.ETTER r1EW YORK, NY V; "i=.KLY R I1 , a/ly ' a Lnnr7t1,T? J(:ii~4iLLi i.v..~,~,~.....TN LORILLARD.,.Ellen Schmitz promoted to brand manager for Newport cigarettes, Schmitz be- gan her career as project analyst for NPD Research in New York (78-79) before joining Lorillard in '79 as market research analysto From '80 to '82, she served as assistant brand manager for Newport, taking on associ- ate brand manager duties last year. A mem- ber of the American Marketing Association, pl;uc Srol rr!~ 1. rJEV! Y01;11.'r. n1'.vt=EKLV 37,2un MAY 2 l') `;;3 Lorillard ha,ti announce(l the i, promotion of h:Ilen .U. Schmitz ~ to brantl manager for Newlu,:•t. ' With the company since 1979, she was formerly associate brand manager for Newport. Prior to joining the company, she was project analyst for NPD Research in New York. She is a member of the Ameri- can Marketing Association.

FCf.'tfi rJt~~ A P R h Ei[en Schmi c ~ LoriUard _ Lorillard: Ellen M. Schmitz is promoted to brand manager, Newport cigarettes. I UNI"['l:I) STnTE'S T013ACC0 JOURNAL Nc%%lwrt. With the Conl- pany since 1979. she %tias f*ormcrly astiociatc brand mana-cr for New- port. Prior to join- in`, Lorillard, Schmitz was proj- cct anal) st for NPU Rc.carch here. Schmitz appointed manager for Newport NPAVYC)RK: Lorillmr(l has proniotcd f::flen M . Schmitrz to hrancl mana,_,cr for Schmitz 5hrc is a nicnillcr of tlhe Antcrican Marketin, Associ~ition. /1pri1 22, 1983 dl.iPl (IED!^ I:IDUSTRY PfEV:;;LIVIETTER tai=W YORK, NY V',; i=.KLY ~Ij„f~r: lT .~ IIPR 20 1983 ~. .,.,T. T 1T 5ciim ,i L ~, ,..,..~~....: ~J LORILLARD-Ellen Schmitz promoted to brand manager~for Newport cigarettes, Schmitz be- gan her career as project analyst for NPD Research in New York (78-79) before joining Lorillard in '79 as market research analyst. From '80 to '82, she served as assistant brand manager for Newport, taking on associ- ate brand manager duties last year, A mem- ber of the American Marketing Association, C In 0 / / -7 4--7 ( ~.' ORUG S f01:E r!r:'~1 , rJEIY Y01;ff.'/. nI tVFEKI_Y 37,7an) MAY ~ 1 ~`;A Lorillard htl,ti atuiounced t he I pronwtion of E 1len AI. Schmitz to brand mana~,ier for New port. ' With the company since 1979, she was formerly associatee brand manager for Newport. Prior to joining the compan,y, she was project analyst for NPD Research in New York. She is a member of the Ameri- can Marketing Association.

El;r ?l,ti!}; :i1Muti,tl FLIZAQEiH, N.1. r) r, 9[1P1, 1 ,( n IN«~4rL APR 5 1 9_3 PEOPLE Pj Continued from Page 9 the firm's various divisions. Science Management is a proiessioant services and computer systems firm. Elien M. Schmitz, daughter of Mr, and Mrs. Richard Schmitz of Scotch Plains, has been promoted bv Lorillard to brand manager for Newpor cigarettes. She is responsible for the development and management of advertising and marketing programs for the brand, She joined the company in 1979 and was most recently associate brand manager lor Newport, ELLEN M. SCHMI9'Z LaS VEGAS, HEV. AEVIEI~!•J04JANA€. Q. 57,475 SUN.96,5At cAr 40,461% uttr d~. ~ APR 3 1983 C, 21) C, 1171 + =? A I Vn the move named director of sales for the Sands Hotef and Casino. Starr, 25, is the youngest ex- ecdtive to hold this position in the history of the resort. He for- merty held positions at the Alad- din, Desert Inn and Imperial Palace hotels, He is a native of M!nneapolis and has a degree in hotel administration fronf UfJLV. Marshall Andrews has joined Exxon Office Systems in Las Ve- gas as vice president of sales, Andrews who has a bache- lor's degree in economic theory and business management from North Carolina State, previously served as manager of automat• ed systems sales for the Las Ve• gas office of A.B. Dick Prod- ucts. Allen Weiss of Las Vegas has been promoted by Lorillard to ..~. _. division sales manager for the Las Vegas area. Loriliard,a divi- sion of Loews Theaters Inc- .,manufactures Kent and other brands of cigarettes. Weiss has been with the company since 1978 and was previously assistant sales man- ager in San Bernardino, Caiif Weiss attended Cal State Long Beach University prior to joining the firrii. MUOEO

CIlir I D,tiltl ,1Jutu•tt,ll ELIZABETH, N. J. h R SIIN, d:',OSO Uace / elle~ AP R 5 190 PEOPLE Pj Continued from Page 9 the firm's various divisions. Science Management is a professioanl services and computer systems firm. Ellen M. Schmitz, daughter of Mr.. and Mrs. Richard Schmitz of Scotch Plains, has been promoted by Lorillard to brand manager for Newpor cigarettes. She is responsible for the development and management of advertising and marketing programs for the brand. She joined the company in 1979 and was most recently associate brand manager for Newport. ELLEN M. SCHMITZ LAS VEGAS, NEV. REVIEVV•,fOURNAL D. (;7,475 SUN. 96,581 s AT A0,46A !/ tcY~YeC(e~l. APR 3 1983 Q~ the m named director of sales for the Sands Hotel and Casino. Starr, 25, is the youngest ex- ecutive to hold this position in the history of the resort. He for- merly held positions at the Alad- din, Desert Inn and Imperial Palace hotels. He is a native of Minneapolis and has a degree in hotel administration from UNLV. Marshall Andrews has joined Exxon Office Systems in Las Ve- gas as vice president of sales. Andrews who has a bache- lor's degree in economic theory and business management from North Carolina State, previously served as manager of automat- ed systems sales for the Las Ve- gas office of A.B. Dick Prod- ucts. Allen Weiss of Las Vegas has been promoted by Lorillard to Ci I j744-q A, ,~~)' Ve division sales manager for the Las Vegas area. Lorillard,a divi- sion of Loews Theaters Inc- ,manufactures Kent and other brands of cigarettes. Weiss has been with the company since 1978 and was previously assistant sales man- ager in San Bernardino, Calif. Weiss attended Cal State Long Beach University prior to joining the firm. gv4itrac0

hAWINqRNE, NJ. PfiE SS w. s 000 Y Hr CANION, nrN)W«kY !iU l i lv. .. 4..•il "Ui'. ii ~il rA A R ;i l`)83 ~Te(lf 4. _ ARR 1 1983 _ C3c'r1~4-11 ~ n isusaness news Frank Riccardi promoted Frank J. Riccardi of Hawthorne has becn pro- motcd by Lorillard to assistant division sales manager for the Queens, New York area. ln his new position, Riccardi will assist with the Nupcnision of sales personnel and account management for the division. He has been with thC company since 1916. i-ormerly, Riccardi was a repre~entative for the Icrtic}City division. He Philip R. King of Canton is the new assistant divisictt martacer for the New York Ci ;-hased l.orillard _.C.p. King will assist with supf~rrvis ©n of sales personrtet aud accounts in the Canton area. ...., 'i erry hsesnard nf Massillon has been proroote;i to product specialist at the Reputrlic Steel Corp, Enduro DiviJon. }le previously served as the chief of tini;hing operations. Also promoted to product special• ist was Donald G. Rair of Massillon, attended William Paterson College. Lorillard, a division of Loews Theatres Inc., manufactures Kent, Keni lll, Triumph, Golden tighis, True. Ncwport. Satin, Old Go;d and'v1as cigarettes. The company is hcacfyuartered in New York Citv,with principal manufacturing and processing facilities in Greenshorn, Nornh Carolina, t.ouisviltc. Kentucky and Dantiill:, Virginia. o n~ _raa s. P~;AlIE!lA i',r,!.. 5 i itt1-f1 E;'',: N'I I I Leo B. Schlosser, who earned an associate of arts degree at Pasadena City College, has been promoted by Lorillard to assis- tant division sales manager for the San Bernardino area. He will assist with the supervision of sales personnel and account management for the division in his new job, He previousiy was a sales representative in Long I Beach. Aian "hrelss has bren nam ,d diwsion afn, manttger for thc Lorillard Tobicco Co otlice In Las The Company recently oPe11+'d its division sales of(co at 3855 S. Valley View-f)rive. Duane tleel has hee,,t named director of agency and tour sales for ri~e Las Vegas Hilton. ( Neel has worked in the hotel industry for the past iive years ~ and spent three years as salcs manager at the ffamingo Hilton. ; He is a graduate of UNLV's j with a major in business and hotel 8dminlstration.

hAWttl4Rh£, N,1, fliE,4 k s uoo Tllf [V]`(11' Iifl'OSITiIRY ii i , , G~~~irelles. ~ ':383 r"4A R ;' i 1 ~YeLIC'd. PfP-R 1 1983 _ G3 0l1 -7 +11 A Busaness news Frank Riccardi promoted Frank J. Riccardi of attended William Paterson Nawthorne has been pro- College. motcd by Lorillard ta Loritlard, a division of assistant division sales I.oews Theatres Inc., manager for the Queens, New manufactures Kent, Kent lll, York area. Triumph, Golden L.ig,hts, In his new position, 7rue. Ncwport, Satin, Old . Riccardi will assist with the Gold and Max cigarettes. The ~upcrvision of sales personnet company is headyuartered in and account management for New York Citp,uith principal the dieuion. He has been with manu(acturing and proces%ing thc compan)' since 1976. facilities in Greenshorn, I' ormcrly, Riccardi was a North Curofina, l.ouisvil!e. .dc, reprchentative for thc KentuckV and 1)ans Iertiey City division. He 1'irginia. Philip ft. King of Cantort is the new assistant division inanager for the New York Ci;yhased l.orillard _Co. ISing wiil assist with supervision of sales personnel attd accounts in the Canton area. e...• i errv Mesnard nf ilassillon itas been prorrrotea lo product specialist at the Republic Steel Corp. Enduro Divi4n. lie previnusly served as the cltief of fini:hing operations. Also promoted to product special• ist was Uonald G. Bair of Massillon, 6vULiK(1 i,, A i f iJ Leo B. Schlosser, who earned an associate of arts degree at Pasadena City College, has been promoted by Lorillard to assis- tant division sales manager for the San Bernardino area. He will assist with the supervision of sales personnel and account management for the division in his new job. He previously was a sales representative in Long I Beach. atan Ydslss has been r d diwsion 'afc, nam manager for Gtie Lori~lard Tobacco Ca office irt La5 4'egt,S. The company re,- enlly ©PernIti its divlaion sales 011,9 at 3865 S. Valley View Drive. Duane fleel has been named i director of agency and tour sales ~ for the Las Vegas H+Iton. ~ Neel has worked in the hotel industry for the past five years !and spent three years as safes manager at the Flamingo Hilton. i He is a graduate of UNLV's v;ith a major in business atud hotel atlministration.

NAWINqRNf, N.1. PfiESS W. 5 000 U Y ~ v iHE CA11TON Iv1;ttoslfov U~L i''Ir. L~Tel1f~ b. ARR 1 1983 _ D3 L'i 1-7 unsiness news Frank Riccardi promoted Frank J. Riccardi of Hawthorne has been pro- moted by Lorillard to assistant division sales manager for the Queens, New York area. In his new position, Riccardi will assist with the ~upcrvision of sales personnel and account management for the division. He has been with the company since 1916. hormerty, Riccardi was a salcs reprewentative for the Icr~cy City division. He Philip R• King of Canton is the new assistant divisicn manager for the New York Ciiyhased l.ori.llard _Co. Kinb will assist with supf~r~vision of sales pemonnet aud accounts in the Canton area. e...• 'i errv Mesnard nf A•la,silJon has been proroote;l Io product specialist at the Republic Stee! Corp• Endure DiviJon. lie previnusly served as the chief of tinishing operations. Also promoted to product special• ist was Donald G. Rair of Massillon, attended William Paterson College. Lorillard, a division of Loews Theatres Inc., manufactures Kent, Kent Hl, Triumph, Golden tig,hts, 1rue, Ncwport, Satm, Old Go;d and iv1as cigarettes. The company is headyuartered in New York City,uith principal manufacturing and processing facilities in (ireenshorn, North Crrrolina, t.ouisvilic. Kcntucky and Dantiille, 1'irginta. I_;_3 SiriB fJE;'.'3 c n-_raa . , Leo B. Schlosser, who earned an associate of arts degree at Pasadena City College, has been promoted by Lorillard to assis- tant division sales matiager for the San Bernardino area. He will assist with the supervision of sales personnel and account management for the division in his new job. He previously was a sales representative in Long I Beach. Af`3n th~ol5s has bren nam~, dd divisiort ~ate, manttger for tho Lorillard 7obacco Co o Las tlice in Vey~s. The Company recently oPe I~ld its divi;ion sales othcn at 3B55 S. Valley View Drive. Duane lieel has bee, named director of agency and tour sales Ifor t1he Las Vegas Hilton. ( Neel has worked in the hotel industry for the past five years !and spent three years as sales manager at the Flamingo Hillon. ; He is a graduate of UNLV's with a major in buslness and hotel administration.

HAWIHORNE, N.J. f'RESS W S.opU THE CAiVrllN Rr:l'(1SMIRY l?U! !I:l , 1,7 ;W~ /i ~! M A R; 7 l'.=l 83 APR 7 1983 G3 C) li~ ~~shiess.1~ews Frank Riccardi promoted Frank J. Riccardi of Hawthorne has been pro- moted hy l.or to assistant division sales manager for the Queens, New York area. In his new position, Riccardi will assist with the supervision of sales personnel and account management for the division. He has been with the company since 1978. Formerly. Riccardi was a snlc:s representative for the Iersey City division. lie Philip R. King of Canton is the new assistant divisicn nianarler for the New York Ciiy-hased I.orillard _C'o. King will assist with supervt on of sales personnel and accounts in the Canton area. 'Terrv Mesnard nf Massillon has been pron-ioted to product specialist at the Republic Steel Corp. Enduro Divi~ion. lie previously served as the chief of finishing operations. Also promoted to product special- ist was Donald G. Bair of Massillon, Fi /Zt1oca attended William Paterson College. Lorillard, a division of I.oews Theatres Inc., manufactures Kent, Kent 111, Triumph, Golden lights, l rue• Newport. Satin, Old Gold and Max cigarettes. The company is headquartered in New York City,with principal manufacturing and processing facilities in C;reensboro, North Carolina, Louisville. Kcntucky and Danville. Virginia. /1 19 -11 El': s D. A-.3?4 Af Leo B. Schlosser, who earned an associate of arts degree at Pasadena City College, has been promoted by Lorillard to assis- tant division saIes matiager for the San Bernardino area. He will assist with the supervision of sales personnel and account management for the division in his new job. He previously was a sales representative in Long LAS VEGAS, NEV. R,. Cl~!,IOf1RNAL SUN,'Jir;,5n1 Rn,nrn 13 ( 03 Alt;n Welss has been nam~rd division 'ales manager for the Lorillard Tobacco Co. office in Las Vey s. The company recently openOd its division sales office at 3855 S. Valley View Drive. Duane Neel has been named director of agency and tour sales for the Las Vegas Hilton. Neel has worked in the hotel industry for the past five years and spent three years as sales manager at the Flamingo Hilton. He is a graduate of UNLV's with a major in business and hotel administration. I Beach.

GREENSBORO DAILY NDWS GREENSBORO, N. C. D. 81,365 SUK. Il2,I`a U l;~ a~~~.~»d fpt•ala rt1L41,11, Flk. o. s94g~1 51ar. .1s.LP3 JLIIN 1[.Vls BUi gELLE'S Lori{lard of New York has pro. moted Luls DeCubas to assistant di- vision sales manager for the Miami; area.., ! Roxboro has been named ' vice' president of leaf pur- chasing at Lorillard. Wrenn eastern Professional Photographers Associa- tion, O.C. Martin III, formerly vice president ` and manager of the trust tax division of Trust Company Bank, Atlanta, has joined tiVachovia i Bank and Trust Co. in Winston-Salem as man- : ager of the tax support services for the Person- ' al Trust Group. , Wrenn, who hasbeen wit}i ~ Lorillard since 1964, will work out of the cigarette manufacturer's Danville, Va., processing plant. Shitley H. Fonville, owner of Fonville Studio in Greensboro, has been elected the first female president of the South- aa4t1o0

Ow flii.tnit;~rnhl ~ h1l~l,ll, lak. BU~/~ELLE'S Lorillard ot Kew York has pro- moted Luls DeCubas to assistant di- vision sales manager for the Miami, area.., GRGENSDORO DAILY 1DWS CREbNSl3QgQ, N. C. 4). b].3fi5 SUhI. ll2,t`a JUN 15 1983 ,uTKUMF People ~ ._ Roxboro has been named vice president of leaf pur- ~ chasing at Lorillard. Wrenn, who h„as been wrt}i ~ Lorillard since 1964, wwill work out of the cigarette manufacturer's Danville, Va., processing plant. Shirley H. Fonville, owner of Fonville Studio in Greensboro, has been elected the first female president of the South- I Wrenn eastern Professional Photographers Associa- tion. O.C. Martin 111, formerly vice president , and manager of the trust tax division of Trust Company Bank, Atlanta, has joined Wachovia Bank and '1Yust Co. in Winston-Salem as man- ! ager of the tax support services for the Person- al Trust Group. t oa4t1oEa

MEDIA COVERAGE OF SATIN INTRODUCTION

SUMMARY OF MEDIA COVER.AGE The introduction of Lorillard's newest cigarette brand SATIN provided public relations with an,opportunity for widespread coverage in print media. SATIN, with its unique satiny filter tip is aimed at women smokers, a segment of the overall market that is ripe with opportunity. Along with the satin tip, advertising and promotion for the new brand presented women with a luxurious and feminine way to "spoil themselves." The introduction of SATIN nationally was launched on Valentine's Day, 1983. To help support the new product during its introductory phase, public relations developed a publicity program targeted at key business, advertising and marketing editors across the country. This program had, as its main objective, to compliment the brand's positioning in the vast cigarette market, while at the same time, present the media with information they needed to cover this new,product entry. Along these lines, public relations decided to bring the news right to the desks of the editors through a "press conference in a box." The package consisted of a satin-lined box filled with items to help the writers "spoil themselves," while at the same time, learning about SATIN. The contents included a split of champagne, fluted glass, a box of Godiva chocolates, samples of the product, a satin pouch and lighter, and an audio-cassette tape which told the SATIN marketing story to the tune of Duke Ellington's "Satin Doll." A press kit with photographs of the product, news releases and a Lorillard historical backgrounder and fact sheet were placed inside the ~ :1t press box. (more)

2 A total of 75 SATIN press boxes were hand delivered to key editors throughout the country. Press kits alone were mailed to approximately 250 additional editors. News stories on SATIN were carried in approximately 50 percent of the newspapers that received the press box. Several of those devoted an entire column to SATIN and utilized much of the information contained in the press kit; others even mentioned the press box that accompanied the news announcement. Total print media coverage exceeded 50-million. The breakdown by type of media is as follows: . Newspapers 50,617,233 . Tobacco Trade Publications 328,656 . Advertising and Marketing Publications 610,842

NE14SPAPERS CIRCULATION: 50.617.233

PAGE 33 THL'RSDAY, FEBRUARY 17, 1983 © 1983 Dow Jones & Companv, Inc. .411 Rj~hts Reser2vd. LorillardTries to Lure Women With a Satin Cigarette Fantasy By BILL ABRAas and JAet;r Gt;YON- Sfaff }ZC(lor(erS of 'rllE wALL $T7tF:ET .IUUHYAL IGHTING UP A SATIN, his company's shiny-tipped new cig- arette, J. Robert Ave explains "the Satin moment." To the Morillard marketin; chief, "It's what women crave-10 or 20 minutes alone, without their husband, kids, dogs, the b een- grocer, tomorrow night's party or any other intrusion of modern life." It's the difference between a bath and a shower, Mr. Ave says, and "the fantasy of time alone." He pauses for another puff, then adds: "There isn't a woman in this country who doesn't want-yea, need-that moment." Durinh those moments, Lorillard wants a significant proportion of the 26 million U.S. fe- male smokers to smoke Satin, which the divi- sion of Loews Corp. is introducing this month with a 1983 marketing budget that may top $75 million. Satin tastes pretty much like any other 100-millimeter brand with 10 milligrams of tar, but Lorillard hopes Satin's name, package and advertising somehow will appeal to women's 0 unfulfilled needs for what Mr. Ave calls "an affordable luxury." Lorillard also has some needs of its own: Its unit sales stopped growing two years ago, and its share of the S16 billion U.S. cigarette market fell to 8.7% last year from a 1980 peak of 9.7%. "There's no reason this country needs another cigarette, but it's our job to find one," says Mr. Ave, pulling out a Kent III, his regular brand. P-+~OBACCO -MERCIWNTS have been romancing women ever since 1919, when a Lorillard ad for now-defunct Helmar ciga- rettes was the first to show a woman smoking. Nine years ~ later Lucky Strike ads ur-ed women to "reach for a Lucky instead of a sweet." In 1940 Philip Morris colored the tips of Marl- boro cigarettes red to hide lipstick stains. tiVhen that failed, Philip Morris went after men more profita- bly with the invention of the Marlboro cowboy in 1954. Fourteen years later. the company came up with an appeal that worked: Vir- b nia Slims, with the slogan, "Yuu've come a lona way, baby." To- dav that brand has 2.5':',of U.S. ci;;arette sales, says John C. Max- weil, a tobacco analyst at Lehman Erothers Kuhn Loeb. The onlv other women's brand to be successful has been R.J. Reynolds's blorc,, .vhose most notable characteristic is its brown co!or. Other attennnts haven't done as well. Li;;gett & Myers's Eve, with a flower d"si~,n On its tip, has only 0.31, of the market. Loril- Iard's `.tax t:as even less. Dawn, a Reynolds brand, flopped in 1976. Indeed. tltere's evidence that many women don't want a"woman's cigarette" at all. Jarnes Johnston, executive vice president at Reyn- o!ds, says that at least one-third of the customers fur Winston, Marl- boro and other macho products are women.

. -1 W ITH THE DECLINE in the number of male smokers and an increase in the number of female smokers, women now V account for half the U.S. smoking population. However, says Lorillard, only 11% of the industry's sales are ac- counted for by brands aimed specifically at women. .Also, Lorillard decided, Virginia Slims ads now look dated. "The pendulum is beginning to swing to a point where a woman can be overtly feminine as well as successful," says Mr. Ave. Two years ago Lorillard began testing several ideas, including Herit.age, ta brand Mr. Ave says suggests "Southern gentility," and Bistro, a cigarette in an art-deco package. None came close in the tests to Satin, with its satin-like paper tip and simple cream-colored package. (There's also a green package for the menthol version.) After six months of tests, Satin has about 1% of cigarette sales in Denver and Milwaukee, Lo>"illard says. If it can do half as well nationally, Satin will have met the tobacco industry's criterion for a winning new brand. Matching the test-market results-something Lorillard doubts it can do in 1983-would bring the company revenue of about $160 million. . But smokers tend to be loyal to their current brands, and Satin faces Reynolds's Bright and Philip Morris's Benson & Hedges Deluxe Ultra Lights, new cigarettes likely to be popular among women. There's also continued competition from Virginia Slims, which a Philip Morris spokeswoman notes has "withstood the intro- duction" of several rival brands. ' A NOTHER POTENTIAL OBSTACLE is increased attention to the health hazards women face when they smoke. Because women in large numbers didn't start stnoking until after World War II, risks to them aren't as wetl known. According to a 1980 report on women and smoking by the U.S. Surgeon General, lung cancer is now almost as great a killer of women as breast can- cer. Medical researchers say smoking also is a danger to pregnant women, and a bill introduced in Congress would require some ciga- rette packs to carry warnings to pregnant smokers. A group named Women Against Smoking has formed in San Francisco, and a coalition of women's and health groups in Boston plans to ask Philip ltorris to tone down its cigarette promotion dur- ing the Virti nia Slims tennis tournament there. This week the Amer- ican Lung Association gave awards to 40 magazines, including four women's publications, that refuse cigarette ads. Still, many women's magazines draw sizable ad revenues from cigarettes, and tobacco manufacturers are major supporters of women's professionall sports. "Some of the cigarette companies have done a lot to advance the cause of women," says Kathy Bonk, an pf;icial of the National Organization of Women. "It's smart market- ing on their part." L)rillard's bid with Satin will help determine how large the market is. "If this is a success, we'll have other people entering the women's market," says I.A)rillard's Mr. Ave. "Their problem will be to find a persuasive element to add."

Tribune ~ 1115 JAN 6 1983 ~ ~ _Lorirdi31ans lla- a smooth pitch fQr, • • . ~ LOEWS THEATRES Inc.'s Lorillard Division ~ ts satln , smOk ul ` ' e cigarette, aimed at women. ~ VVI1vlIll:CU 1L 11[ib d W11P1C1 i11LC1 L~C~JLIlI~' L1LLJ lUW- /~~ ~ ~~ ~ tar smoke, Lorillard plans to C"p Satin into IMMMaVVfY1/~ ~•1 national distribution beginning in February. L "We'll spend more on Satin than we'v,e ever put behind on promotim onew cigarette," a ~ . Lorillard spokeswoman declared. ~ BIG BUCKS are involved. The guessing is that \r~ Lorillard will spend $40 million to $50 million, ~ perhaps more, including media expenditures, in support of Satin by year-end. >m. . ~ In the 640-billion-unit-a-year domestic cigarette ~ market, where new product successes have been v rare since the broadcast advertising ban in 1971, Lorillard is particularly excited about Satin's prospects, ' , ~y Satin, a 100-mm., 'low-tar cigarette in regular and menthol, grabbed an impressive 1 percent market share in testing in Milwaukee and Denver. During the first 12 weeks of distribution in those markets, Satin's share was 1.4 percent. Since Satin held a 1 percent share despite competitive pressures, it was especially encouraging. A 1 percent share is worth $160 million in annual factory 'sales on a national basis. LORILLARD, whose Newport, Kent and other smokes sell nearly 9 percent of the overall domes- tic market, isn't going to steal any business from ; Philip Morris Inc.'s Virginia Slims and other women's cigarette brands on the market. ~ Lorillard's new smoke, which features a smooth '! "satin" filter tip,•is aimed at the growing number ! of women cigarette smokers. Women now account for nearly half [49 percent] of the domestic cigarette market. There are believed to be more than 60 million adult smokers, 18 years and up, plus thousands of younger "closet smokers." Satin's packaging also is feminine in character„ and a heavy advertising splash is planned for women's publications. MCA Advertising, which also has Lorillard's Newport and Old Gold brands, has worked 'up a major campaign for mass-market print publica- tions and outdoor advertising. The overall female-oriented pitch is the same:. "Spoil yourself with Satin," HERALD EYAhHNER LOS ANGELES, CAL. I SAT. 229,561 D. 285,371 SUN. 3Ub,11, JAN 21 1983 Mary Jane Hewett =. Even without radio or TV advertising, cigarette companies still spend a fortune promoting their product. Now Lorillarde one of the nation's biggest, savs it is -60 supporttng t e nationa tntroduction o Cat' with the most extensive ad and promotional pr gram in its history. Themed "Spoil Yourself With Satin," ads include' multiple full-color pages in national magazines, plus heavy support in Sunday supplements, newspapers ~ and outdoor. ~ The new cigarette has a smooth "satin" filter tip and is targeted.to women smokers "who desire a feminine, luxurious way to pamper themselves," according to Lorillard's J. Robert Ave. To emphasize the luxury angle, the company .. delivered packages of ititoet and Chandon champagne and Godiva chocolates, along with samples of Satin, to the media - a sort of a"do-it•yourself'• press party. e The Arizona Bank, intent on hiring an L.A. shop, is said to be looking closely at Benton & Bowles, DJNIC and' Eisaman• Johns & Laws. g

~i~C~~D ~TibUD~~ I JAN u 1983 Lorilla_d plans a smooth pitch for '~ than 60 million adult smokers, 18 years and up, plus thousands of younger "closet smokers." Satin's packaging also is feminine in character, and a heavy advertising splash is planned for women's publications. MCA Advertising, which also has Lorillard's Newport and Old Gold brands, has worked up a major campaign for mass-market print publica- tions and outdoor advertising. The overall female-oriented pitch is the same: "Spoil yourself with Satin," I ~ HERALD EYAPMNER LOS ANGELES CAL D. 285,371 SUN. 306,11 ~i I SAT. 229,5fi1 (u= ~ =r!!ea JAN 21 1983 I L"M 5 1 WWI 11 SIP ADVERTISING Mary Jane Hewett =. Even without radio or TV advertising, cigarette companies still spend a fortune promoting their product. Now Lorillard- one of the nation's biggest, says it is supporting t e nationa mtroduction of ~cat~' with the most extensive ad and promotional pr grd am in its history. Themed "Spoil Yourself With Satin," ads include' multiple full-color pages in national magazines, plus heavy support in Sunday supplements, newspapers ~ and outdoor. . _ . - . - I The new cigarette has a smooth "satin" filter tip and is targeted to women smokers "who desire a feminine, luxurious way to pamper themselves," according to Lorillard's J. Robert Ave. To emphasize the luxury angle, the company delivered packages of Moet and Chandon champagne and Godiva chocolates, along with samples of Satin, to the media - a sort of a"do-it•yourself" press party. e The Arizona Bank, intent on hiring an L.A. shop, is said to be looking closely at Benton & Bowles, DJN1C and Eisamaa, Johns & Laws. @ - ' . ;. ~ ;~-. ,.. ~ .., r ~- . . , • • LOEWS THEATRES Inc.'s Loritlard Division 1 VS SC.L V~11 .• 511<Jke has decided to shoot the works o"~"'r iE'new Satin ~ ~ ~:~ cigarette, aimed at women. ;~\, ~` ------...-. i Convinced it has a winner after testing ttus low- tar smoke, Lorillard plans to pop Satin into national distribution beginning in February. "We'll spend more on Satin than w,e've ever put behind on promoti~n of r new cigarette," a ~ • Lorillard spokeswoman declared. ~ BIG BUCKS are involved. The guessing is that, \r~, Lorillard will spend $40 million to $50 million, ~~ perhaps more, including media expenditures, in. support of Satin by year-end. ~ In the 640-billion-unit-a-year domestic cigarette "~ market, where new product successes have been v rare since the broadcast advertising ban in 1971, Lorillard is particularly excited about Satin's ~' prospects, , Satin, a 100-mm., low-tar cigarette in regular and menthol, grabbed an impressive 1 percent market share in testing in Milwaukee and Denver. During the first. 12 weeks of distribution in those markets, Satin's share was 1.4 percent. Since Satin held a 1 percent share despite competitive pressures, it was especially encouraging. A 1 percent share is worth $160 inillion in annual factory sales on a national basis. LORILLARD, whose Newport, Kent and other smokes sell nearly 9 percent of the overall domes- tic market, isn't going to steal any business from Philip Morris Inc.'s Virginia Slims and other women's cigarette brands on the market. Lorillard's new smoke, which features a smooth "satin" filter tip,•is aimed at the growing number of women cigarette smokers. Women now account for nearly half [49 percent] of the domestic cigarette market. There are believed to be more

I t I THE TAMPA TRIBUNE Published by THE TRIBUNE COMPANY, 202 S. Parker St.; Tampa, Fla. 33606 4' D• 179,241 SUK. 227,337 ° (I ~ M rketing new products is not easy. But i'~thosetiwho r come up wiih innovative efforts are I;ta,be.commended 1 }..;. ~g'~,A, sejries, of such notable efforts have 5to9ssed acrOS4 mv deck dnrinQ thP nact wPPtrc : 4;4~ .. 'I•pe products being p' romoted ranged from z _ _ xp w:`•Offices to bottline olants. ciaarettes tn: .-~..- _ J,,;h adache remedies, '. ~~.The methods used to get t my attention fa6d hopefully a new storyv oi substance - h r a , aAbroader range. Here is'a sampling: .;r# .. ` jt-rw .-~ ~atin Ciearettes. Arriving at my desk; to n ` ~ ' Qe oa rnt g was o,man from a tobacco :cqmpany promotingthis new brand 'a brand ,; `definitely aimed, she said, at the "upper : 'fcxust" of the 'smoking public. ~ ~ Shje carried a large white box, which she ` ,sgid -wasa.:."portable press conference.": :: Included in'the box was a small bottle of Moef ~handon champagne and one glass, a box of . Godiva chocolates, two packs of the' new ' ~'cfgarettes and cigarette lighter In a satin `$^ carrying pouch and a four minute cassette ta,pe recording of the product announcement. Since we don't do product announcements od a regular basis, the effort was somewhat wasted. However, I must report that white II have yet to taste the champagne or "enjoy" the "satin smooth" flavor of the cigarettes, the ~ ,cdocolates were outstandin~_ i . _ . _ - :.:~.. .. a „-, •NEW PRODUCTS " •CAMPAIGNS •PROMOTIONS S~4TIti a unique new cigarette brand for the "`AA omen of the 80's" will be launched ' withhn outstanding rnutti-media ad sched- , ule in the Pittsburgh market, beginning in mid-['cbnrnry. Satin is a low-tar brand de- signed with a satin-tipped filter. Available in t(H)'s, regular or menthol, test markets reveal that "Satin appeals to elegance and , style" and ad copy suggests New Satin ; Cigarettes are a product of Lorillard, "firs i}t with the finest cigarettes through ,~ research." •PREMIUMS "' `"

THE TAMPA TRIBUNE ' .t. Pubtished by THE TRIBUNE COMPANY, 202 S. Parker St.; Tampa, Fla. 33606 D. 179,241 SU K. 227,337 I` rketing new products is not easy. But ' Y those4who come up with innovative efforts are r.. t;ao be.Commended A ;.I rr ;a •,m a r .,, f.~. M~ ~ A;seFies, of such notable efforts have iassed across my desk during the past weelzs . : . . ~. ~'I'tte products being promoted ranged from y ~ ~ w ;-Offices to bottling _plants ctgarettes to - ~ , : #14adache t g The me hods used to et my attention *; ~ra~d hopefully a new story.of substance ~ had i a;broader range: Here is 'a sampling: ~..~r tatin CiQarettes. Arriving at my de sk :' . " ` g ornriiwas~d~o,man from a tobacco ;ct~itipany promoting this new brand, a brand .; 'definitely aimed, she said, at the."uppet 'cxust" of the smoking public. ;sn.e carriea a targe wttue box; wntcn sne ; „:4id -was a. "portable press conference.": Included in'the box was a srtiall bottle of Mo'et ' `. ~handon champagne and one glass, a box of Gbdiva chocolates, ` two. packs of the' new ~ "'-cfgarettes and cigarette lighter In a satin ^ carrx,ing pouch and a four minute cassette taFe recording of the product announcement. Since we don't do product announcements od a regular basis, the effort was somewhat wasted. However, I must report that while II have yet to taste the champagne or "enjoy" the "satin smooth" flavor of the cigarettes, the : docolytes were outstandia. : J .. -:..._. k PITTSBURGH PRESS D. 270,000 S!ATiti. a unique new cigarette brand for thc '-`A " omen of the 80's" will be launched with an outstanding tnulti-media ad sched- ule in the Pittsburgh market, beginning in mid-P.•hrunry. Satin is a low-tar brand de- signed with a satin-tipped filter. Available in itJtYs, regular or menthol, test markets f revral that "'Satin appeals to elegance and f style" and nd copy suggests New Satin ~ Cigarettes are a product of Lorillard, "first with the finest cigarettes through { researc h."

CHICAGO SUN-TIMES CH.IG;GO, ILL D. 655,332 SUti. 630.940 JAN 26 1983 C 2; 0 / 17 ."T"'1 Spots. Lorillard the tobacco'division of Loews The- I atres, will e women to "spoil yourself with n in " Sati {n is the name of the new low-tar cigarette L rilIard ia ; introducing this week. The brand tested successfully in { Denver and Milwaukee, maintaining a commendable 1' percent share of market over the last six months. The ~ brand has a satin-like filter tip and will be marketed to women smokers. MCA Advertising is the agency. .; MARKETING / - ADVERTISING i , THE, ]BEADE TO:.EDO, ON.=0 D. 166,99U Sllfd. 210,512 ~ JAN 31 1983 i LORILLARD, a division of Loew's~ Theatres, Inc., has a new cigarette on the market - Sa "n available in regu- lar and menthol. Lorillard is marketing the new product as a low-tar cigarette , for women. Lorillard test marketed Satin in Denver and Milweukee and ~ laims to have achieved a 1.4 per cent I arket share in its 12-week test. Na- ' onwide, a 1 per cent cigarette market are translates into about $160 million. factory shipments. I 1SoS Atigeles 0imes ,.t.; .. LOS ANGELES CAL. D. I.000.94.5 S. 1,234.115 ' JAN 25 1983 Cari Cannon ~ AD NOTES: ON-;E' and Dancer Fitzgerald Sam- ple/Sautbern California, announced they are amicably narting company ... L=i1 er-I i- launchi.^_,,,;~jin. is new low-tar women s cigarette with the largest marketing and advertising campaign in its history. iiC:1 Advertiaias handles the campaign which has the theme, "Spoil you=,elf with Satin." The company is planning to t:se from one to four full pages in each of its national magazine ads. It will.offer uciditional cupport '%-iLh a newspaper and billboard push ... Rinr, Advertising, - ----.. ,..... _.,,,-c..A o mai.v iY7^r, ase in 03011'759 6

CHICAGO SUN-TIMES CHICAGO. ILL D. 655,332 SUt1. 630.940 JAN26 1983 I C~~0 7 . ~ ;"~T ~ 1 Spots. rillard the tobacco'division of Loews The- atres, atres, will e women to "spoil yourself with, nt.in , Sati {n is the name of the new low-tar cigarette'Irt ard is ; introducing this week. The brand tested successfully in { Denver and Milwaukee, maintaining a commendable 1' percent share of market over the last six months. The ~ brand has a satin-like filter tip and will be marketed to ~ women smokers. MCA Advertising is the agency. - T , HE BE~~ : 1 •TO:.EDO, OH=i? ; D. 166,99fl Sllfd. 210,512 i JAN 31 1993 ; LORILLARD, a division of Loew'sl heatres, Inc., has a new cigarette on the market - Sa in available in regu- lar and menthol. Lorillard is marketing the new product as a low-tar cigarette , for women. Lorillard test marketed Satin in Denver and Milwaukee and i laims to have achieved a 1.4 per cent ' arket share in its 12-week test. Na- ' 'onwide, a 1 per cent cigarette market ~are translates into about;160 million. factory shipments. ~So~ Atigele~ c~ime~ f LOS ANGELES CAL - ~ D. 1.000,94,5 S. 1.234,115 ~gv! JAN 25 1983~ Carl Cannon f AD NOTES: ON-TV and Dancer Fitzgerald Sars- ple/Sauthern CuliforniA, announced they are amicably par;.ing company ... !~r'!1 ~*.1 ;^ lau.nchi:~?^_ catin. its new low-tar women s clt,areLte with the largest marketing and advertisirg campaign in its history, h1C!1 Aelvertiaiag handles the campaign which has the theme, "Spoil yourself wit.h Satin." The company is planning to use from one to four full pages in each of is national magaane ads. It will.offer actditional cupport %-iLh a r.ehsoaper and bil!'iaoard push ... Ianr, E3.dvertisin,;, . -.. ,- ...,....;,-q o mpi.v iT,^r, ase in MARKETING / ADVERTISING i 03011'759 6

CHICAGO SUN-TIMES CHICAGO. ILL D. 655,332 SUti. fi8a,940 ~ 7`761 ® MARKETING / - Spots. Lorillard the tobacco'division of Loews The- L atres, will e women to "spoil yourself with, at.in: , Satin is the name of the new low-tar cigarette ~Iri ard is ; introducing this week. The brand tested successfully in { Denver and Milwaukee, maintaining a commendable 1' percent share of market over the last six months. The ~ brand has a satin-like filter tip and will be marketed to women smokers. MCA Advertising is the agency. ADVERTISING ! T ~ BE.~~ : ~ TOI,ED,O, OIN.=i7 D. 166,99fl Slltd. 210,512 i JAN 31 1993 j LORILLARD, a division of Loew's heatres, Inc., has a new cigarette on the market - sa_, t,,,I„availabie in regu- lar and menthol. Lorillard is marketing the new product as a low-tar cigarette for women. Lorillard test marketed Satin in Denver and Milwmukee and laims to have achieved a 1.4 per cent arket share in its 12-week test. Na- 'onwide, a 1 per cent cigarette market ~are translates into about;160 million. factory shipments. ~ ~C' 117 '; ~ ,4 I fSos Angeles 4limes LOS ANGELES CAL D. 1.000,945 S. 1,234,115 I &t~! JAN 25 1983 . Cari Cannon I All NOTES: ON-TV and Dancer Titzgerald San- ple/Sauthern California, announced they are amicably par;.ir.g company ... L6!1 hir-1 i^ lau.nchL?^ Q; its ne:v low-Lar women s cigarette with the largest marketing and advertisirg campaign in its his;ory, hiCA Aelvetti3iag handles the campaign which has the theme, "Spoil yourself wit.h Satin." The company is planning to use fram one to four full pages in each of its national maganne ads. It will.offer additional cupport n-iLh a aewspaper and biLboard push ... Riar, El,dvertisi:e,,, -• . - ___ .. i...,,, ,,,,nwc-i o mPi.v iT,^r: aSe ln 03011'759 6

t~~je ~'.et€r Rorlc ~xnter, IidES'; PAL"11 BEACH, FLA. E '=dufNG TIMES 0. 27,475 AdvertisingPhilip H. Dougherty Satin Brand Cigarettes Are Going National Having achieved a 1.4 percent share of cigarette sales in test markets in Denver and Milwaukee with Sa~;i~its new femak•oriented cigarette brand, in only 12 weeksw~, a division of Loews Theaters, s ecided to go for national introduction. And the company that previously brought you the Kent line True, Newport, Old Gold and Max, says t-hat, as far as ad budg- ets go, this will be its most elaborate and expensive introduction. The low-tar entry will be going up against Philip Morris's Virginia Slims, with its 2.5 percent share of total cigarette saies• R.J. Reynolds's More, with 1.6, and U~ggett & Myers's Eve, with three-tenths of 1 percent. All those share figures are prelicni- nary counts from John C. Maxwell Jr., the analyst with Lehman Brothers Kuhn Loeb. A 1 percent share is worth about ~ ,~.._ _--------- ---- --- $160 million In sales at the ractory level. "Spoil yourself with Satin" will be the advertising theme created by MCA Advertising, which also does the Newport and Old Gold work. The advertising begins and the product will become available on; Valentine's Day, Feb. 14. I ~~~~ FEB 7 1933 January 6, 1983 ew prTocIuCtS hit By Cfark Betl _ ~~~---- •._ u--- - ----'- ~ • Holiday Inns denies reports that Kenyon.& ~ Eckhardt was selected as its new agency. Camp- ~ bell-Ewald is the other finalist. HI recently an-. nounced plans to replace Young & Rubicam on the $4 million account. • Lorillard, the tobacco division of Loews Theatres, will tell women to "spoil yourself with ~ ,Satin." Satin is the name of the new low-tar ciga- , . reEte Lorillard is introducing this week. The brand , teste 'success ully in Denver and Milwaukee_: maintaining a commendahle 1 percent share of market over the last six ri.onths. The brand has a satin-like filter tip and will be marketed to women smokers. MCA Advertising is the agency. rec~rd high

~~je ~'.e~r Rorl{ ~~nte's tiilES"f PAL;!1 BEACH, FLA. E '=dul`.G TIMES 0. 27,475 y . ~ • • . . . . . _ . ~ " , ~,dvertisingPhilip H. Dougherty S_ atin Brand Cigarettes Are Going National Having achieved a 1.4 percent share of cigarette sales in test markets in Denver and Milwaukee with.EW111,its new female-oriented cigarette brand, in only 12 weeks„Le a division of Loews Theaters, s ecided to go for national introduction. And the company that previously brought you the Kent line True, Newport, Old Gold and Max, says that, as far as ad budg- ets go, this will be its most elaborate and expensive introduction. The low-tar entry will be going up against Philip Morris's Virginia Slims, with its 2.5 percent share of total cigarette salss• R.J. Reynolds's More, with 1.6, and L~lggett & Myers's Eve, with three-tenths of 1 percent. All those share figures are prelimi- nary counts from John C. Maxwell Jr., the analyst with Lehman Brothers Kuhn Loeb. A 1 percent share is worth about $160 million In sales at the tactory level. . . "Spoil yourself with Satin" will be the advertising theme created by MCA Advertising, which also does the Newport and Old Gold work. The advertieing begins and the product will " become available oii Valentine's Day, Feb. 14. d3o l l 7 6, 6 ~ FEB 7 1933 January 6, 1983 eW .products hit Bv Clark Bell • Holiday Inns denies reports that Kenyon.& ~ Eckhardt was selected as its new agency. Camp- ~ bell-Ewald is the other finalist. HI recently an•. nounced plans to replace Young & Rubicam on the $4 million account. • Lorillard, the tobacco division of Loews ~ Theatres, will tell women to "spoil yourself with ,Satin." Satin is the name of the new low-tar ciga- ; recte Lorillaid is introducing this week. The brand . teste 'sud~ cc~esas ully in Denver and Milwaukee._ maintaining a commendahle 1 percent share of market over the last six ri.onths. The brand has a satin-like filter tip and will be marketed to women smokers. MCA Advertising is the agency. record high

~A N 2 ! 1983 ' 11W TODAY ~ UVti.UIejt1TON, D!i DNILY Z00,000 L cNiflaird bbts1 Satin vvill s ~ women p~~~ . ~ Madison Avenue has admit- ; ted that women smoke and now wants to encourage them. ~ Into a marketplace recogniz- ing t,'lat women buy everything ; f: om airplane tickets to trucls comes the idea for another fe- ~ male-oriented cigarette. ~ Lorill r is launching a 100- millimeter, low-tar cigarette ' named Satin. Satin will carry the theme "Spoil yourself with Satin" and stress what MCA Advertising , I calls the "point of difference": the satin filter tip, expected to ' appeal to female smokers. ~ The cigarette was men- tioned in a recent issue of Ad- week. The same issue had an ad for 50 p!c:s, the magazine for people over that age, show- ing a woman telping her hus- band select wine, saying he's such a fine coolt, "... I'::1 sur- prisir.g him with a microwave ove n for his biml:day. .." Mavbe the oven will be trimmed in bur.:i;; ed leatr.er. Reported by Lorraine Ci- ; chowski, Christine Davies, Kathy Rebello-Rees, Jube Shiver Jr., Det:orah Sta9ts and Julia Wai!ace

THE DETROIT FREE PRESS Detroit, Mich. D. 622,130 Sun. 757,216 Jan. 17, 1983 M {, A very chic caaiipaign - but will Ladies, the P. Lorillard Co. has a valentine for you. It s a it-forming. and far from healthy, but Lorillard says you're going to love new Sati brand cigarets with their sexy `~nized" filter f ps and robust flavor. Unlike Virginia Slims, Satin is for the busy '80s lady "who likes that little . ,_.,~.~. , . Bets$ Hanse~e moment for her- self," and doesn't need to be remind- ed she has "come a long way," says Sara Ridgway, a Lorillard spokes- woman in New York. When the new brand hits Detroit Feb. 14, a with-it young smoking woman looking for the -ultimate gratification will be asked.to "spoil" herself "with satin" instead of with the Marlboro man or that half-naked jock who smokes Kent Although cigarets seem to have little inherent sexual identity, Lorillard is so r sure there's a market for another wom- en's brand_that Satin's introduction will be the biggest and most expensive in company^history, Ridgway says. IN SEPTEMBER, LorillarO spent $25 million to! launch Kent III. Industry sources estimate the Satin launch will cost around $50 million. Sources also say manufacturers are continuing to introducing new brands because some smokers have tired of the weaker tast- ing ultra-low-tar brands and are switching to more full-bodied smokes. Satin, menthol and regular, is a 100mm filter-tip cigaret that falls into the low-tar category with 10 mg of tar. Satin's ads, like those of many ciga- rets, imply smokers will enjoy a sexy, gratifying, luxurious life if they smoke brand X. One Satin ad, which will be seen in magazines, in newspapers and on bill- boards, shows a slender blond woman in white satin pants reading, smoking and smiling as she lounges on her white satin couch and provocatively dangles a silver sandal from one foot. In another ad, a smiling black model in a white satin robe enjoys breakfast alone in front of a dazzling city view. The good-life theme is common in, cigaret ads. In a.current ad for R.J. Reynold's More brand, an elegantly coiffed career woman eats jelly beans and talks on the phone in front of a dazzling city night view. And the cur- wornen smoke • i a -'-:+F I - While women buy 49 percent of the ! cigarets sold in the U.S., fewer than 11 i percent are marketed directly to wom- j en, Ridgway says. Lorillard thinks ; there is market share to be gained by I joining that crowd. Of women's brands, Virginia Slims ; (Philip Morris) has a 2.5 percent market ; share; More from Reynolds has 1.6 ~ rent Virginia Slims blitz features the . - - -- - -- . usual woman in far-out clothing (fuch- ! perc,cnt, and Eve from Liggett & Myers sia boots, purple sweater, yellow shirt has 0.3 percent, according to John Max- and gold coil earrings) in contrast to well Jr., an analyst with Lehmann Bros. ' three old-fashioned monotoned ladies 'Kuhn Loeb of New York. showing off prize-winning bread in the highly competitive world of ' loaves at a~ounty fair. "Virginia Slims cigaret marketing, every market share remembers when the woman of the point translates to $160 million in reve- house was the breadwinner," says the nues to the manufacturer, Ridgway ; headline. says. "This is hardly the cereal busi_ ~ SINCE THERE are 200 name-brand ness. It's a multizillion-dollar business. ' cigarets plus generics on the market, If you can achieve a half-percent share, ' why another brand - and one specifi- Vn„'„P ,.a,il„ ,,- _.. cally for women? . , "' ." .'~°.., ~~'•° °V11:~L1nne, sne ~ says.

SPOILYOURSELF t WITH SATIN: 1 The ads for P. Lorillard Co.*s new cigarets imply that smokers will enjoy a sexy, gratifying, luxurious life if they light up a Satin. ~1Nid1 tl-f' luXcH-Kx1.S 5,ltin t.'~2 ,Sc»njc~y tf~i: -;axx&,s:~c! / t~~stc~vt t~x~~5atin Lorillard, which also makes Kent and Truee brands, now controls about 8.9 percent of the market, down from 9.2 percent in 1981, according to Maa- well. He attributes some of the drop to decreasing sales of Kent, Lorillard's leading brand, which has a 2.8 percent share of the market. Ridgway says Satin reached a 1.4 percent market share in a recent 12- week test in Denver and Milwaukee. Lorillard also thinks Satin has po- tential as a crossover brand that men will buy too because of its taste. That would distinguish it from other wom- en's cigaret brands. When the American Tobacco Co. recently introduced its Luckies filter tips, it aimed the ads at men on the theory women will buy "male" cigarets but few men will buy "female" ciga- rets, said William Moore, American's New York-based ad director. Accord- ing to Moore, 40 percent of Camel and Marlboro smokers are women, while only two percent of Virginia Slims smokers are men. Ridgeway says real men may not each quiche, but they will buy Satin. "I've had a half a dozen men call my office and ask for Satin." CIGARET MAKERS HAVE a lot of negatives to overcome before they can pull in their tidy (25 percent of sales is the industry average) profits. Anti-smoking campaigns bombard people with the message that smokers smell bad to non-smokers, behave com- pulsively when they're out of smokes, and die more often from certain linger- ing, painful diseases. A recent National l Cancer Society ad campaign by J. Wal- l ter Thompson underscores that theme ~ for women, with the warning: "Don'r ~ be a draggin' laify." ;' Recent federal and state tax' in-' + creases, comb?ned with ;nanfacturers'- price hikes, have brought prices to more than $1 per pack in some areas, ~ including Michigan. Per-capita co;~-. sumption of tobacco products has been ! steadily dropping, a trend that is pre- ' dicted to continue in 1983. There is increased competition from generic cig- arets, the fastest growing segment of : the market. The 200 name brands spent more than $1.2 biilion on advertising in- 1980, according to the FTC, another i measure of the competition. - Of course, if Satin enc~Ts up nxe i Lorillard's Heritage, Maverick and Bis- .tro brands, all of which came and went ' in the past two years, Lorillard can always hype Rebel, aimed at he-men now in four test markets. Women shoppers in Erie, Pa., have been so taken by Rebel's supermarket point-of-purchase displays, they're not only buying the brand, some are taking the cardboard, bare-chested, male mod- el home, too. - Maybe Lorillard is planning a Satin girl display. Playful shoppers might bring her home to Rebel. ,, 6 .,

i Tff, JUYSAS CITY STAR KANSA3 r,lTy. h10_ ~ D. 244,704 S. ??9.3C9 14R:~ ~ •.'AN 26 Lorilard banking on statistics . - ~in low-tar entry ainned at women ' ,By Diane Stafford lettering. The `'satinized " filter .3Parbusiness8financialwriter t ; 4~~r~rf'y ti g loc~c7lostobaclco •industry ana- omen represent 49 per- lyst says Lorillard<is adhering to cent of U.S. cigarette market segmentation principles smokers. Low-tar ciga= that are necessary for tobacco ettes capture 61 percent of the companies to prosper with the umestic market. Put those two plethora of ever-changing ciga- tistics together and one gets a rette brands. seemingly favorable climate for "Competition in the industry re- "light" cigarettes aimed at wom- quires that a company not stand en. still," said Michael A. Kearny, Following in the f•aotsteps of trust investment officer at Com- Virginia Slims, a Philip Morris merce Bank of Kansas City. brand, and Eve, a Ligget & Myers "Tastes and brands are constant- roduct, the i rw,~ illard tobacco ly changing, and Lorillard obvi- cQmpXy is introducing in a ously has to go out and find at- regular and menthol 100-millime- tractive, large populations of ter cigarette. According to Dave Yates, Lorillard manager for the Kansas City division, the new brand will appear in area stores next week. S tin which achieved a 1.4 per- cen market share when tested for 12 weeks in Denver and Milwaukee, is the newest entry in the highly competitive cigarette industry. It joins at least 150 other domestic brands in trying to de- velop a fo!lowing among a special segment of the 54 million Ameri- cans who smoke. " Mr. Yates said Lorillard, a divi- sion of Loews Theatres Inc., has a specific target audience in mind for a massive publicity campaign that began this month. The target ' is the wqman who views smoking as a"fetninine, luxurious way to pamper't herself. Satin Oigarettes are packaged in elegailtly styled pale green or white bqxes with minimal gold ~ ~... ~ i i larger revenues to finance pub- . 1 licity. ; ~ "Third-and this may be most important-a big, company like Philip Morris can stock an entire line of cigarettes in a supermar- ket or vending machine, and it's attractive for a retailer t.o deal with only one or two suppiiers in- stead of a lot of companies." Despite the potential stumbling blocks, Lorillard, the nation's old- est tobacco firm, is optimistic about Satin's future. The compa- ny has a sales base provided by its other brands, including Kent, Triumph, Golden Lights, True, Newport, Old Gold and Max ciga- smokers to reach." , rettes. Mr. Kearny said the 1.4 percent market penetration Satin achieved in its test period is a bet- ter-than-average result for.a new brand. But, the financial analyst said, considerable advertising ex- penditures will be required to keep the brand name in front of the public until it develops a cus- tomer base. Because Lorillard is part of the second tier of U.S. cigarette pro- ducers-well behind the giant Philip Morris and R.J. Reynolds companies in revenue-its stay- ing power (the ability to continue an expensive product-introduc- tion campaign) is somewhat in question, Mr. Kearny said. "The larger companies have advantages in obtaining and maintaining market share," the analyst said. "First, they can de- velop new products more effi- ciently, and second, they have More than 70 percent of Loril- lard's sales are in the low-tar cat- egory, and the 10-milligram tar, 0.9 milligram nicotine Satin is ex- ~ected make a dent in the grow- mg low-tar market. Although nearly half of all smokers are women, only 11 percent of the domestic industry's unit sales are '; aimed specifically at women. According to Lorillard test marketing results, 50 percent of the women smokers surveyed said. they would try Satin after they'd just seen a picture of the package. After sampling the product, Lorillard said 80 percent of the smokers said they'd buy Sa- tin. Lorillard, which is credited with mal:ing filter-tip advances in ~ the industry, is counting on the ; "satinized" filter tip to carve a i special niche in the national ciga- rette lineup. ~; .. -i~

NEWSDAY GARDFN CITY, N.Y. (New York City Market Area) D. 489.398 S. 553.924 FEB 14 1983~ By"Daniel ~; r; jVim more than 200 kinds of ciga- = ; rettes already'on• the market does the 1 w , ~.j , smoking public really need one more 9 ; brand? ~ ; ~ ' Lonllardhinks',so. The tobacco- manu~Tacl"'ur ~ing division of Loews The- Ic iiildih atresn.s gong natona toay wt its newest product,_Sa~ tin- a cigarette ainted at women: '. ~ You might call it a Valentine's Day gift from Lorillard. ~ ~ The long, t~im c~igarette takes 'its name from its satiny filter tip. And the `.`'campaign builds on that with the `-theme, °Spoil yourself with Satin.".-;;:. ^; Inrillard decided to c~a national with `the low-tar, 100-millimeter cigarette :,':'after test-marketing Satin in Denver and Milwaukee. The brand maintained ': :a 1 per cent share "o~ttie market over ' six months, which" extrapolates into $160 million in annual sales, according to Sara R. Ridgway, Lorillard's vice president for public relations. 1 "A .5 per cent share means you've ' `got a successful product," Ridgway said. ``We, think we , have significant ~ data to show a success." ° 1:' The Safln campaign will be the most ~ extensive in Lorillard's history, Ridg- ; way said, although declining to specify figures. But industry sources say the i cost of introducing a new brand runs ' from $60 million to $80 million. ' I : t In the last year, a number of com- panies have been willing to pay the price. The new smokes include Ameri- ' ~ can Brands' low-tar Lucky Strikes, R. J. Reynolds' ultra low-tar Now and . low-tar menthol Bright, and Beiison & Hedges Deluxe Ultra Lights, Lfrom Philip, Morris USA.:: - ' s ~x.._ l~i~>It's not Ooker demand `that- ig- ~'~`osites the proliferation •of brands. '_~,'What the-manufacturers are fighting %1-4~over is a shrinking market. The per-_ k~`capita consumption , by ; smokers , 18 -4ears and older has` been 'in decline for several, years, and the industry ~eapects that the ;; eight-cent-a-pack federal excise tax that went into ef-.. 'fect Jan. 1 will reduce total sales by. x:2 to 6pe r cent. '-But for the industry, one bnght light .- shines behind thosidr . gloomy figures _ Women smokers now ~ake up 50 per cent of the market, and their numbers are growing. It's no wonder, then, that the manufacturers have created the ~.'woman's cigarette" and courted that market so assiduously. :: : . Ridgway pointed out that two-thirds ~: of the 100-millimeter cigarette smok- ers are women. Yet, she said, only 11 per cent of the cigarettes now marketed -'~ are targeted to .women. ".:Thus, despite such existing competi- tion as Eve, Virginia Slims, More Light 100s and the others, "there are a lot of ; women out there that would like their own cigarettes," Ridgway said.z~: _ .,

DnNI!? =, `JA. BEE D.17,185 of and about e ~ our advertisers SaTin Newest Cigarette Entry By L~fard Makes National Debut 1- 1. ? r illar a Division of Loews Theatres, Inc., has announced the national introduction of its new low-tar 100's SATIN available in regular and menthol. ATIN, at 10 mg. tar, was test-marketed in Denver and Milwau ee and achieved a 1.4 percent share of market in 12 weeks. Over the last six months it has maintained a combined one percent share with both packings. (A one percent national share translates to approximately $160 million in factory shipments.) The new cigarette has a smooth "satin" filter tip and is targeted to women smokers of all ages. In announcing the decision to begin national distri- bution of SATIN, J. Robert Ave, executive vice prec i- dent - marketing, said, "Before we went into test market, 50 percent of the women smokers we surveyed said they would try SATIN. And, all they had seen was a picture of the package and the cigarette! After they had the opportunity to smoke the new product, 80 per- cent said they would buy SATIN." SATIN, the company believes, will be a significant entry into the low-tar cigarette market, and specifical- ly, into the category of brands aimed at women smokers. "SATIN", Ave said, "offers a unique product benefit - a 'satin' filter tip - for women who desire a feminine, luxurious way to pamper themselves." Industry data shows that women account for 49 percent of the cigarette market today. Of the people who smoke 100 millimeter ca`ettes, more than two- thirds are women. Yet, only 11 percent of industry unit sales are targeted to women snjokers. The national introduction of SATIN will be sup- ported by the most extensive advertising and promo- tional program in the history of Lorillard. Adver- tisements feature the theme, "Spoil Yourself With SATIN," and include one, two, three and four-page full- color advertisements in national magazines, plus heavy support in Sunday supplements, newspapers and on outdoor billboards. A full range of promotional efforts will be utilized to support the brand at point-of-sale and through con- sumer offers. More than 70 percent of Lorillard's business is in the low-tar category. Last year, 61.1 percent of the U.S. ciAq J AN 26 198'~3 l' cigarette business was in the low-tar category (those ! which have 15 mg. tar or less). As of the fourth quarter in 1982, Loriallard market I share was reported at 8.9 percent. Marv Anne Kayiatos is the SATIN brand manager for Lorillard. MCA Advertising is the agency. In addition to SATIN, Lorillard, headquartered in New York City, manufactures Kent, Kent III, ~ Triumph, Golden Lights, True, Newport, Old Gold and GJ Max cigarettes. The company's manufacturing(Z facilities are located in Greensboro. N.C., Louisville, Ky., and Danville, Va. 6 ., ~ ~

?,+ ai ~'i[LLL, iCi'. Tii'.1F 3 1). 7 51,J30 JAN 25 1983 r Lorillard • to make new `Satin' cigarettes By PAM LUECKE ' - ' ~ Louisville Times Business Editor 7 The Lorillard tobacco division of Loews Theatres Inc. is beginning ' national distribution of a new ciga- rette this month that will be manu- .~ factured, in part, in Louisville. ; Called "12in,d d geared to fe- ; male smoke' rs, tl eIIcigarette has 10 milligrams of tar and will be avail- able in regular and menthol. ~ The brand's introduction will be • f accompanied by an advertising and promotional campaign beginning Feb. 14 that the company says will be the most extensive in its history. The company declines to give spe- cific dollar amounts for the promo- tion, but said it expects the brand to be "a significant entry into the low- tar cigarette market." The cigarette was test-marketed In Denver and Milwaukee and gained a 1.4 percent share of the market in those cities in 12 weeks, according to the company. A 1 per- Cent national share translates into about $160 million in factory ship- ments and would be considered a successful toehold in the highly competitive cigarette market, offi- cials said. Its Louisville plant, at 3029 W. Muhammad Ali Blvd., will produce the regular Satin cigarettes, and the menthol version will be produced in Greensboro, N. C. The Louisville plant also makes Lorillard's Kent and Old Gold ciga- rettes as well as the company's chewing tobacco lines. A Lorillard spokesman said it will take several months of national dis- tribution before it's determined if the brand will mean more produc- tion for the Louisville operation. (. I ~ Some of 'Satin' ..~.~-... ~ cigarettes to be ~ made in Louisville .~ %J . 6 GRUNSBORO DAILY INNS; GREENSBORO, M. f,•. 0. 81,3&5 SUPL 112,15) ~~ JAN 12 13T3 `Lorillard To Introduce 'Satin' J.QxZjjuLwit'll introduce a ne c~w 'garette in Februaiy called "Satin " a 10 milligram tar, 100 millimeter cigarette esigned to appeal to wom- en. It will be available in regular and menthol. The cigarette has been in test markets since June where it achieved a hefty 1.4 percent market share in 12 weeks then sustained a 1 percent share over six months. In the national market, a 1 percent share'translates into about $160 million in manufacturers' revenues. ~ The new cigarette, with. a satin-like cov- ered filter, represents the biggest marketing push in Lorillard's history. Lorillard, a division of Loews Theaters, New York, is headquartered in Greensboro. t:':~1' ~y>9I tEBA1~~I2 ~trrir!.; GREENSBORO. fll• C< ,D. 30,000 JAIN 1 9L 19 83 Lorillard introduces 'Satin' _ • .-.~-... wiwill introduce a new cigarette in February called "Satin." a 10 milligram tar, 100 millimeter cigarette designed to at~'trac women smokers. It will be available in regular and menthol. The cigarette has been in test markets since June where it achieved a 1.4 percent market share in 12 weeks then sustained a 1 percent share over six months. In the national market, a 1 percent share translates into about $160 million in manufacturers' revenues. The new cigarette, with a satin-like covered filter, represents the biggest marketing push in Lorillard's history. Q Lorillard, a division of Loews Theaters, New York, is headquart- W ered in Greensboro. t~ N _ _ J.i ~ n The new ' cigarette, de- ' signed to appeal to women, will be ' produced in part at the Louisville plant of Loews Theatres Inc.'s Iyori-l- la_rd tobacco division. A menthol version will be pro- duced at Greensboro, N.C. Lorillard will begin national distribution of the new cigarette this month. Lorillard is the fifth-largest do- mestic cigarette maker. The Louis- ville plant also makes the com- pany's Kent and Old Gold cigarettes and its chewing tobacco lines. Lorillard officials would not give dollar amounts for the promotion, but said the brand is expected to be "a significant entry into the low-tar cigarette market." ; I

I r-" ?,v;1; 77[i.LL, nl. Tii'.1g 3 D. 131,350 ~ JAN 25 193 i il~ JAN 2~ ~983 ' ~ f,1UNSBORO DAILY ~~; V3 ~ ~ GREENSBORO, M. f.-. ~ N) D. 81,3&5 SurL 1i2,151 3 `~ Some of 'Satin' ~ ~ cigarettes to be ~ made in Louisville Lorillard • I to make ; new `Satin' ; cigarettes 1 By PAM LUECKE ' " j (r Louisville Times Business Editor -~ The Lorillard tobacco division of Loews Theatres Inc. is beginning ' national distribution of a new ciga- rette this month that will be manu- ~ factured, In part, in Louisville. ; Called.~"S,aj n",~a d geared to fe- male smokers,lie cigarette has 10 i milligrams of tar and will be avail- able in regular and menthol. ' ~ The brand's introduction will be - f accompanied by an advertising and , promotional campaign beginning ~ Feb. 14 that the company says will be the most extensive in its history. ~ The company declines to give spe- cific dollar amounts for the promo- tion, tion, but said it expects the brand to ~ be "a significant entry into the low- ~ ". tar cigarette market." Q . The cigarette was test-marketed ~ In Denver and Milwaukee and gained a 1.4 percent share of the ~ market in those cities in 12 weeks, according to the company. A I per- Cent national share translates into about $160 million in factory ship- ments and *ould be considered a successful toehold in the highly competitive cigarette market, offi- . cials said. Its Louisville plant, at 3029 W. Muhammad Ali Blvd., will produce the regular Satin cigarettes, and the : menthol version will be produced in Greensboro, N. C. The Louisville plant also makes Lorillard's Kent and Old Gold ciga- rettes as well as the company's chewing tobacco lines. A Lorillard spokesman said it will take several months of national dis- tribution before it's determined if the brand will mean more produc- tion for the Louisville operation. !.' r .` ~ The new ••Sat1n" cigarette, de- ~.F signed to appeaTto -women, will be produced in part at the Louisville V. plant of Loews Theatres Inc.'s Loril- lard tobacco division. A menthol version will be pro- duced at Greensboro, N.C. Lorillard will begin national distribution of the new cigarette this month. Lorillard is the fifth-largest do- mestic cigarette maker. The Louis- ~ ville plant also makes the com- i pany's Kent and Old Gold cigarettes ; and its chewing tobacco lines. • Lorillard officials would not give dollar amounts for the promotion, but said the brand is expected to be "a significant entry into the low-tar cigarette market." LOUISVILLE, KY. o a0s.9a3 ,D. 30,000 t GrpvnA.L.+37! At>rnY- GREENS60R0. A• C: 3 JAN 12 13 . i , _ Lorillard To Introduce 'Satin' i"orijjuLwil1 introduce a new cigarette in February called "Satin " a 10 milligram tar, 100 millimeter cigarette esigned to appeal to wom- en. It will be available in regularJand menthol. The cigarette has been in test markets since June where it achieved a hefty 1.4 percent market share in 12 weeks then sustained a 1 percent share over six months. In the national market, a 1 percent share'translates into about' $160 million in manufacturers' revenues. W. The new cigarette, with. a satin-like cov- ered filter, represents the biggest marketing push in Lorillard's history. Lorillard, a division of Loews Theaters, New York, is headquartered in Greensboro. ~ JAN 1? 1983 . Lorillard introduces'Satin' - .-.~... .I,g>L],i,Pawill introduce a new cigarette in February called "#Satin.`" a 10 milligram tar, 100 millimeter cigarette designed to . attrac~ women smokers. It will be available in regular and menthol. The cigarette has been in test markets since June where it achieved a 1.4 percent market share in 12 weeks then sustained a 1 percent share over six months. In the national market, a 1 percent share translates into about $160 million in manufacturers' reyenues. The new cigarette, with a satin-like covered filter, represents the biggest marketing push in Lorillard's history. © Lorillard, a division of Loews Theaters, New York, is headquart- w ered in Greensboro. 0 N ~ ~ C /

I 1-.uJ i ~ 11 ~.~ ~', i1f. TiME- 3 D. i51,J30 JAN 25 1983 r Lorillard • to make 6 LOUISVILLE, KY. 0, 206.903 ~ JAN' 20 1983 ~ irRr;I:11SblURi! 1!1!!iT i1~i ~WJ ~ .-, V D. 81,3&.5 SUfL 1 i2,154 1 ~ , <k Some of 'Satin' ~ cigarettes to be ~ made in Louisville .~ new `Satin' i cig• arettes 1 i By PAM LUECKE Louisville Times Business Editor The Lorillard tobacco division of Loews Theatres Inc. is beginning national distribution of a new ciga- rette this month that will be manu- factured, in part, in Louisville. Called geared to fe- male smoke' rs, tl eDcigarette has 10 milligrams of tar and will be avail- able in regular and menthol. The brand's introduction will be accompanied by an advertising and promotional campaign beginning ~ Feb. 14 that the company says will be the most extensive in its history. ~~ The company declines to give spe- cific dollar amounts for the promo- tion, tion, but said it expects the brand to °~ be "a significant entry into the low- "`~ . tar cigarette market." Q` The cigarette was test-marketed ~, In Denver and Milwaukee and gained a 1.4 percent share of the -~ market in those cities in 12 weeks, according to the company. A 1 per- cent national share translates into about $160 million in factory ship- ments and would be considered a successful toehold in the highly competitive cigarette market, offi- cials said. Its Louisville plant, at 3029 W. ~ The new `•Say tin" cigarette, de- '~ ~ pr~od~uced inppa~rtt at the e Louisville \j . plant of Loews Theatres Inc.'s I oil- lard tobacco division. A menthol -version will be pro- duced at Greensboro, N.C. Lorillard will begin national distribution of the new cigarette this month. Lorillard is the fifth-largest do- mestic cigarette maker. The Louis- ville plant also makes the com- pany's Kent and Old Gold cigarettes and its chewing tobacco lines. Lorillard officials would not give dollar amounts for the promotion, but said the brand is expected to be "a significant entry into the low-tar cigarette market." , ~ GREENSBORO. ff• C< ,D. 30,000 JAN 19, 1983 , .~ ! _Lorillard To Introduce `Satin' ., 4W -------.. _,j,qrjjjuLwi11 introduce a new cigarette in February called " atin " a 10 milligram tar, 100 millimeter cigarette esigned to appeal to wom- en. It will be available in regular and menthol. The cigarette has been in test markets since June where it achieved a hefty 1.4 percent market share in 12 weeks then sustained a 1 percent share over six months. In the national market, a 1 percent share'translates into about $160 million in manufacturers' revenues. ~:. The new cigarette, with. a satin-like cov- ered filter, represents the biggest marketing push in Lorillard's history. Lorillard, a division of Loews Theaters, New York, is headquartered in Greensboro. . Loriliard introduces'Satin' _ . • .-.~.-+.. ~Lwill introduce a new cigarette in February called "Satin." a 10 milligram tar, 100 millimeter cigarette designed to attra` vomen smokers. It will be available in regular and menthol. The cigarette has been in test markets since June where it achieved a 1.4 percent market share in 12 weeks then sustained a 1 percent share over six months. In the national market, a 1 percent share translates into about $160 million in manufacturers' revenues. The new cigarette, with a satin-like covered filter, represents the biggest marketing push in Lorillard's history. 0 Lorillard, a division of Loews Theaters, New York, is headquart- W ered in Greensboro. 0 Muhammad Ali Blvd., will produce the regular Satin cigarettes, and the : menthol version will be produced in Greensboro, N. C. The Louisville plant also makes Lorillard's Kent and Old Gold ciga- rettes as well as the company's chewing tobacco lines. A Lorillard spokesman said it will take several months of national dis- tribution before it's determined if the brand will mean more produc- I tion for the Louisville operation. !• I III N _ _ IIi.i ~ 0 GREENSBORO. P!. f,•. 3 JAN 12 13 I

t,;a;;:;[UC,,~"kr. Tii'.1E 3 D. 131,350 ~ JAN 25 1983 Lorillard - cigarettes 1 to make new `Satin' By PAM LUECKE Louisville Times Business Editor The Lorl1lard tobacco division of Loews Theatres Inc. is beginning national distribution of a new ciga- rette this month that will be manu- factured, in part, in Louisville. Called.,"S n"a II d geared to fe- male smokers,lie cigarette has 10 milligrams of tar and will be avail- able in regular and menthol. The brand's introduction will be accompanied by an advertising and promotional campaign beginning Feb. 14 that the company says will ~ be the most extensive in its history. ~ The company declines to give spe- cific dollar amounts for the promo- ects the brand to ~." tion but said it ex , p '~ be "a significant entry into the low- tar . tar cigarette market." Q The cigarette was test-marketed In Denver and Milwaukee and gained a 1.4 percent share of the 'd market in those cities in 12 weeks, according to the company. A I per- •cent national share translates into about $160 million in factory ship- ments and *ould be considered a successful toehold in the highly competitive cigarette market, offi- cials said. Its Louisville plant, at 3029 W. Muhammad Ali Blvd., will produce the regular Satin cigarettes, and the : menthol version will be produced in Greensboro, N. C. The Louisville plant also makes I Lorillard's Kent and Old Gold ciga- rettes as well as the company's chewing tobacco lines. A Lorillard spokesman said it will take several months of national dis- tribution before it's determined if the brand will mean more produc- tion for the Louisville operation. !.' !s1~~y ~ r'lIIIIr~PI•-e~Glii Y uL LOUISVILLE, KY, o 206.903 r 6 ' ~ RIMSBORO DART 1XV3 ~ 4). 81,3&5 SUPL 1i2,151 I I ~ 1~11 .-.------: 6 . ~~~~~ _ JAN 1 2 19~3 i Lorillard To Introduce 'Satin' a new cigarette in February called "Satin " a 10 milligram tar, 100 millimeter cigarette esigned to appeal to wom- en. It will be available in regular and menthol. The cigarette has been in test markets since June where it achieved a hefty 1.4 percent market share in 12 weeks then sustained a 1 percent share over six months. In the national market, a 1 percent share'translates into about $160 million in manufacturers' revenues. ~ The new cigarette, with. a satin-like cov- ered filter, represents the biggest marketing push in Lorillard's history. Lorillard, a division of Loews Theaters, New York, is headquartered in Greensboro. ~ Some of 'Satin' cigarettes to be made in Louisville The new ••Sat1n" cigarette, de- signed to appeaTto -women, will be produced in part at the Louisville plant of Loews Theatres Inc.'s Loril- lard tobacco division. ivision. A menthol version will be pro- duced at Greensboro, N.C. Lorillard will begin national distribution of the new cigarette this month. Lorillard is the fifth-largest do- mestic cigarette maker. The Louis- ville plant also makes the com- pany's Kent and Old Gold cigarettes and its chewing tobacco lines. , Lorillard officials would not give dollar amounts for the promotion, but said the brand is expected to be "a significant entry into the low-tar cigarette market." ~ ~ JA N' 2 ~ 1~83 .r4jr rqrplittAT-+3''1I -XtirnYr~ GREENSBORO. fll.• C: ,D. 30,000 JAN 1? 1 9 83 . Lorillard introduces'Satin' - jwill introduce a new cigarette in February called "Satin." a 10 milligram tar, 100 millimeter cigarette designed to at#'tra women smokers. It will be available in regular and menthol. The cigarette has been in test markets since June where it achieved a 1.4 percent market share in 12 weeks then sustained a 1 percent share over six months. In the national market, a 1 percent share translates into about $160 million in manufacturers' revenues. ! The new cigarette, with a satin-like covered filter, represents the biggest marketing push in Lorillard's history. © Lorillard, a division of Loews Theaters, New York, is headquart- w ered in Greensboro. p N ._.._ ~.~I ~ 0 GREENSBORO, M. {.

la1C 'j.Il~t'_iliitlt~tlttt ~.l1Ti;t NIASHINGTQN. D. C. U. 750,000 `UN. tZr !C~ nr it 1 u '1'1[E~, \VAS[I l \GTl)\ POST , J~ By Marta lorc~l hers in its new romance line, and 13. Romance-for whatever reason-is D:tlton has formed its own romance h~. club with the slogan, "Read your heart The trends in fashion, entertaining,- out." . - . personal' relationships, literature• even "What we're seen~~ is the heyday of the marketing of a new cigarette seem the contemporary romance," says Kay to reflect a yen for temporary suspen- Mussell, associate professor of Amer- sions of reality: poetry and candlelioht, ican . Studies at American University. satin and seduction, moonlight and The heroes are still virile, she says, but roses. younger and more interesting; the her- "A lot of customers come in with oines are. professionals who still need briefcases, usually women lawyers, and 1o~'e• they want to wear something really feminine at night-or a bit of lace with their professional image," says Joan Cohen of the Great Gatsby, Alexan- dria The romantic clothing business, she reports, has never been better. . "~Vomen are self-confident enough "I think what's romantic," says Claire Harrison, chairman of Washing- ton Romance Writers, "is that the woman is incomplete without love. But the same is true for the man, no mat- ter how successful he is. They both require the commitment." now that they don't have to package The commonly held myth that r~~- themselves into a man's uniform," mance literature interests only those claims Aniko Gaal, Garfinckel's fash- with little else to do is on the way out. ion director. "The N-lolloy theory 'Dress for Success' is out." J. o ert ve, c uet ut mar cetuig for Lorillard; is betting on the return of romanticism -to sell Satin, a new cigarette for women: "The pendulum," he says, "is beginning to swing to a point where a woman can be overtly feminine as well as successful." n t erature. ot course, rumance novels are hot. Publishet:5 Weekly re- ports that "retail outlets are now cop- ing with four to six new titles each month from at least 10 imprints." Wal- den Books has enrolled 20,000 meni l~om(uttit• Old books French bread Satin tiheet~ Fireplace Antiques Hot tempers, tlaiuing rE~torts Little corner drugstore Chocolates New England, Caribbean Surprises, impulse Anticipation ; TRENDS: Romance! "It makes me mad when people say it's justt bored housewives. Yes, a ma- jority are married and work, hHt not 'bored.' "says Harrison, 37, who writes under the name of Laura Eden. "The reading audience is not het- erogeneous," adds Mussell, 39, who teaches a course on lmares of Women in the Media. "IMarketing research has shown that readers,are better educat- ed, span a broader age group and have better jobs than they thought. There . seems to be a market now for execu- tive women." Why the popularity? Is it a back- I *1tr4)rrtrirttir Computers Pita hread Flannel sheet-~ Ket•osene heater Chrome & glass Indifterence Convenience store C'aroh Where vou au•e Planninr Reality la5h of feminism, high technology and an increasingly complicated world? "It's very complex," says Harrison. "It's inexpensive entertainment. In rough times, people want fantasy; other people might read westerns or mysteries." Says 1blusselL• "Romances are to women what James Bond is to men. There is always a need for escape." "Courtship is always -interesting to women," adds Harrison. "It's a very intense experience, and they get a vi- carious thrill out of it, no matter how often it happens." Others theorize that the popularity of the genre is more than vicarious thrills and escape. When television's Merv Griffin in- terviewed Kathryn Falk, publisher of Romantic Times (a New York-based newsletter for readers), she read this passage from a romance novel: tracr.'ng his finger down her cheek and over her nech. "I never," responded Griffin, "think of those things." ~ To which Falk countered, "Well, you should; women love it." When Robert Masello, author of the His column in i4[ademoiselle magazine, atiked readers to answer, "What is it about men that drives you truly cra- zy'?" there was, he says, "a fairly wide margin" wanting to know, '"Why are tnen so lousy at romance these days?"' One woman wrote: "[ want to be surprised once in a while. I want to be swept off my feet by a small, tender . resture. i4len seem oblivious to all the finer points of love and romance now- adavs." ~Vhere did romance get off the t.rack? I)oes its present popularity in- dicate, as Psychology Today asked its readers, that the sexual revolution is over'? "Are the forces of workaholism," the magazine asked, "tinancial troubles and herpes turning us hack to tradi- tional romance? Have our feelings about love become more romantic and if so, possibly less realistic?" First, "t.raditional romance" may not be so traditional. 1',

. Dr. Nathaniel Branden, author ot The Psychology of Romantic Love (Bantam. 224 pa; es, $2.95) and a lirm believer in his subject, says it helps to remember that, historically, romantic love is still an infant. • "Throughout most-ot' the past, the concept of romantic love as an ideal irtid as the expected basis for marriage was unknown; it is still unknown in :natty cultures of the world." Second, 'less realistic;' contend, Sratuien, does not mean unworkable. ftomantic love, in an age of scientific revolution, has had more than a few• critics; many, he says, regard it as "a temporary neurosis, an emotional storm, inevitably short-lived, which leaves disillusionment and disenchant- ment in its tvake." I3randen, 52, director of the E3iucen- tric Institute in Beverly Hills, howe,ver. maintains that the problems with ro- mance are "not because the idril is \tontlav, Ahril 18. 1983 / l:5 1•- nana ver[wnes Cnro- irrationail, but because we are still in the process of grasping its ineaning :" In the long range, he believes that "feministn, or anything that supports the equality of the sexes, cs good for romantic love:' On the other hand, Harrison- whose Washington Romance Writers includes five unpublished men--be- lieves that "the wwnen's movement hw5 made chuicets difficult and the roles ambiguous. In the romance novel they're pretty clear-cut. The popular- ity of the romance has increased with the advent of feminism-they've gone side by side." Ma:ello, 30, points to the fiery days' ot' fecniniym as possibly discouraginti: male courtliness. "There were a few touchy ye:us back there when the mo~t romantic men around took their lives in their hands by bringing bouquets, pullin;; out chairs, sending perfume. To ~ome women, such gesutres were politically reaction- ary. - "Followinn the sexual rev- oltttion, the pace of a relation- ship became so fast ... the whole story told in the space of a few ~ minutes. No more kis5ing on the - porch swing, no more guitar serenadea •' beneath a moonlit window.° . Having mLsed the process in their _~ ~'ormative years, many men, Masello _ ~ suggests, have been reltictant to try it , i later. `Unlike a direct come-on, which requires only chutzpah, romance is ;} aomething of an art-t3nd most oY us ~ had never served all aplrenticeship.' :+ 'I'o Branden, who gives semineu-s across the country on nLile/female - 4 relationships, romatt(.e is more than an art. "I see romantic love as requir- : ing more of u~ ... than we generally u i appreciate " '1'he ideal rommiti:, c1ntcept is ap- " plicable to relatiuntihip5, he says, when - you get "an integration of reason and ' passion-a balance between the sub- jective and the objective that human tl beings can live with." ~ And even thouyh lte su, c;ge5L5 thdL people still need information on mak- =.~ ing love work on a day-to-day basis, s romcnitic love endures becattse "it an- swers profound hum.ui needs." ~_ "I will sontetimes !zay to the group. `ivever marry a prr-un who is not a, J friend of }•our excitement. If our part- ~1 ner is not cusnfortable with excite- _ ment, in the vnd he or she will not IW ~ comfortable with love, even the love We teel for him or her.' L4 ~. ~ "Romamtic love is not a myth, wait - iny; to he discarded, but for most of us, a di-covery, waiting to be born." ,)jlarta Vogel is a free-lance writer "half-u•ay tlrrou;;h" penning a 4Vash- ingqtoa-bascd romance nocel- ,i

NEW YORK DAILY NEWS D. 1,812,600 Feb- 17, 1983 Old I smokers never sa. y die T liiS IS TOO MUCIi, the smoked Chesterfields and suspicious characters smoked old smoker said to him- O d Go'.. s. Commun:sts smoked Brand X. self as he looked at a Ctearet m achines cnme rrt around the time the price of full-page ad for Satin a pack of smokes hit 1% cents. In return for two dimes, a cigarets in the paper. EarT machine produced a pack with three pennies inside the he had seen a,Catin cigaret ad cellophane. Recalling this reminded the old smoker of on the side of a city bus. The Flute Flannery. ' nilht before he had noticed a big 5.at~n ad layout in a maga- 2ine. "Enjoy the smooth. silky taste of new Satin with the luxurious S atin tip," the sds said. -1jUjyjr tip? This :hot"id finally kiil cigaret smoking for good, the old smoker decided_ The old s:tioker began sn:oking in the days when cig.trc•t.> .:lolized v:rili _- S:.:okir.g was a rite of in:o a ma:J'~ world. Or.e o: the brst atost l-1, l•'_ _11^.t '.S'1Zen t':J:: ":1_ lt'1:It a '_r:-1 and ,a% to coc..:. :•,; cou:,.i c:asuallr 1: .t _:.. Thi- took t;:t• l r- u re ofi. :1rr: u•;:en •:ou stuod at ':.e bar or o„ t%te the ctr:<. ~ntt Iockcd confir-:.int with a..tr+ret- ~~ hc: 1_•, =:rst s a1-tc:i. :ar• qid s:r:oncr t:u:: la lc '• c ci:Curets at the candy sto.e I_•:!>>te> Cn;i : rc::r:~ a piece. There •.1•"-:i t::r.e when a ct e•o pf"fi:• :,2•.; and th te t r•o[1 !•i= a. -rnoi:cs ont oi t:..c_ : r 4 r:c. ,1[1 strn?:rt ulv. ;y~ }:nuczed th '.; :•ri fr r i:e',: - e i a '.t.r :;.e'.•r_ Aal 'tt': ; cl-: t~[i:.t r i ... 'yiv ior so inn-. A t.•'.4 faces rccn rnS' t Ei:r:r ow'n ~4ntokc.,. :` i5t s. ot th,•ut •:[i ~,crvcCi in the CJ.1_-Crratiun C.'or" That's •Aacre they piu;;ed up ihe roll-y'our-own IJahtt. They always said that anybotly- who bought by the pack was a milksop. The old smoker got hooked.on Camels not long after programs like the Camel Caravan and the Lucky Strike Hit Parade went on radio to boost sales. Real men smoked Camels. liberated women smoked Luckys, intellectuals lute Flannery from the nelghborhood had a job wtth 1 a vending company_ Flute was a known petty thief. The boss at the vending company knew all about F•lute, so the boss always checked for penniless packs of cigarets. He never found any. What the boss didn't know was that Flute was stealing the packs along with the pennies. That was the story in the neighborhood, anyway. Cigaret sales skyrocketed in the wake of incontroverti- ble evidence that smoking causes cancer- The old smoker went to two p acks a day shortly after the bad news came out. HC ar.t so worried about his health that he smoked r.:ore to :a:n ha nerves. The r.-.ore he sn:oked ti:e more aercoa< n- _nt. t::c ~,,;t ai a pack hit =:alf a t!rtt e h•_ p;1[d tn• F,c a tr.::n. C?.-Ic.-r h:m. A:so, ..c u:s ..:`_... .Cri or :-:,-tr :_, t 2: ~~ to th.1 r,:Ji 5r1• >se -O ." ct. ~t r l)r e.ld~ tne prr.^.ctplc uf the t.t:+e a .-~~p ura^ or. a~.;,,=, 1•- t-. ...^.d tl:at u:, :a be n:r,n' man ,n ti r:• 1 loe n ~,rr,s the Olt! :.:*:nkC•r o:le •*.tt. 1`.-.t • cr: too i,) A ci- r t-:nr,?-r•r =irovltt r•. _-. - .:,c I.uth. .t la;t:crt S-hr l,r.v. V: ho ts t!:r c•k! ~.•:e s.tli old . rr:,.:ers. Yc.,t!•rdcl•r !:e rr.ust it:•- l,b.ut thrn%king l:is ci~nrcet_i away for Koo.i. li,• .. nt: t,urt snwkinI4 to sa ve his life; it's too late no:•r, after all he's inhaled. to consider that. And he won't do it to save his soul, although yesterday was Ash Wednesday. And he won't do it to save money, because what's a couple of dollars a day nowa- days? No, the old smoker will quit cigarets because he doesn't want people to think he's a sissy. I i O"3 011'770

TIiT CL\CI\\A"fl E\Qi:IRER CINCIVNATi, OHIO 0. 183,951 S U y. 282.990 i MAR 13 1983 Satiny Advertising Pitch BY GREGG FIELDS Enquirer Reporter - The pitch Is wafting across America with the airy sophistication of an F. Scott Fitzgerald character. The messengers are willowy women wearing white, and everywhere there is shiny, rippling cloth. The message: "Spoil Yourself With Satin." Not sheets-cigarettes. Why go to all this trouble? "' Primarily because a 1% share of the cigarette market might mean $175 million or so in retail sales. And since launChing a new brand Is estimat- ed to cost a minimum of $50 million, and as much as $100 million.yorlllard Inc., Satin's parent, has a lot at stake here. - "The thing we've done differently is, instead of building a strong local business and slowly expand out of town, we've done the reverse." Denny Jones, : president, Benchniark Inc. So does a young Cincinnati firm. Benchmark Inc., headquartered in the Gwynne Building downtown, designed the Satin package for Loril- lard. Thus, Benchmark's efforts are the first con- tact consumers have with Satin_ Although Satin is perhaps its biggest job to date, three-year-old Lienchmark has a client list that includes Procter & Gamble, E_F_ Hutton and Drackett Co. "WE DO everything from brochures to annual reports," quips Penny Jones, the tirm's president. It even did party Invitations once-hand-engraved lucite sheets with goldleaf lettering for Manufac- turers Hanover Bank's 1.000 biggest depositors. Getting the business off the ground hasn't been easy. Profits "weren't there" in 1981, Jones says. "I still get nervous if we run a couple months at a 10% loss." But, on the positive side, revenues rose to about $1 million in 1982. "Profits have been good." He thinks sales Will double this year. . "We're very cost competitive (on national ac- counts) by being in Cincinnati," says Jones. "Largely due to Procter & Gamble, the sources we need f o r. design work are just as available as in New York aafid less expensive." - But one thing Cincinnati doesn't have Is the plethora of potential accounts. So the firyn i,ias a sales office in Manhattan. That's how it lancied the Satin job, and also how it got involved with ilnan- cial powerhouses like Citibank. "[ KNEW that the last thing Cincinnati need- ed was another design firm," when he spun off from a partnership three years ago, Jones says. Cato Yasucnura Behaeghel Inc., for instance, with $10 million in annual sales, is well established here. "On the other hand," he adds, "there's always room for one more in New York City. The thing we've done differently Is, instead of building a strong locai business and slowly expand out of town, we've done the reverse." , The New York office has helped it wean away from dependence on Procter & Gamble as v:eil. "When I first started, P&G was 75~/0 of our busi- ness," he says. "Now it's 10%. My goal is to broaden our base so that no fluctuation is devastating to the financial side." The only drawback to having an East Coast of- flce is that Jones must commute there a day or two every week. As a design firm, Benchmark's primary job is to create an image: To cornbine words, p,,ctures and material so they identify and define a product. IN THE case.of Satin ciearettes. for instance, the idea is to convey a senre n eminine sexual elegance. "I don't see many macho men buying them. " says Jones. 11~hting another link in a chain of unf:lteced Luck; Strikes_ The14~`w~proj :ct began about two years ago. "•We star_e~ outi with an initial creative n:eeting," says Jones. At Benc;imark about a dozen people attend. "At these meetings, we get together ali che de- signers to discuss the client's basic strategies. In I J ,

I 'Made In Cincinnati' _. r L +y~Wirer. PY,oPG BY C.J. `NAL!tcR2 E3E9•eN`( JG79N,irS> laresider.:t :,)# I'ieolcir.rnk-ir!a.. spends vptost ¢rP i,irs da-5s, de,_1,i+4;ning, aYtn-AcI:ima paclcages,but sa~vs ttha~r,witahvut s.gsiud product ard qrr cpau' pr-mFn"+ofiimn; ar,a i hem+n s,t441 won't sek . this case, Virginia Slims was perceived to be the competition. And now, Benson & Hedges fits even - more snugly into this category." 'The category, In case you haven't guessed, is women smokers who want a sophisticated Iook-- I although some women's groups have publicly : 'decried the fact that snioking, a proven health ~ hazard, is being equated witM personal success. After the initial meeting, "all the creative peo- ple go away and come up with conceptual designs," or rough sketches. "Even if I came tip with the hest package design in the world, the product has to be a good one and be promoted properly or it isn't going to Make it in the marketplace." THAT CAN be rough__ For instance, satin cloth ;_•'is difficult to represent photographically," Jones, notes. After several attempts that railed, someonel ; fell upon the Idea of rippling the cloth. - The designers also studied different kinds ofi paper for the package. They settled on a highly-; poiished paper with a sheen similar to the wrap- ping on Casnay soap. A satin-like paper is also used on the filter. "We're constantly reinforcing a brand name," Jones says. - - I In about a year, Benchmark had several camera-ready displays and presented them to LoriLard, along with its suggestions about which were best. Next came a test market in Milwaukee_ This resulted in sonie adjustments and refine- ~ ments. The national rollout was late last year. De.4pite the heavy empnasis companies put on ~ pac~~~ . rfevelopment-paying $50,000 or so for a! Iaroirotj•gse-Janes cautions that it is only the first str.Fs of s marketing campaivn. Packages alone, rie says, will sfill a product a maximum of once. "I .ion't think there is a best package design,•• ttc .ss,f'Q. '-Eveet if I c•arr.e tap with the best package d.e-EiWan ; e the world, the product has to be a gomd rnat,r and be pmmoted properly or It ]sn't going to m2aiCe 'rZ in the m3r1[etplac,,,.• I 03011772

!'iiNGT:IM-t3"i.U-d, iJ.C. SLNT1NEL G!7Y tiU1 r. ''Y ,".Y.2 il»?.1ti. r::cS:. ~ ,iAN 19 198 '~:>~,~+ 1 I t? ~ Tulfex Earnin-"s Rse i_, u.. I .. ISL:STIIUHNLA\D ~ BUSine11 Eq.fpr 5lnrinll BUSine~S Day ~ a 10Utum ctga- ~ rrtte targeted to tcomen, ~sill ' like t'overed filtcr, ha~ tU ntil- be introduced by L`arinard ' ltlirams of tar. The cumpan~- nezt munih. said that since it ~~as intro- I '1'lte cigarette, which will be duced inlroduced in test mar- ;.vailable in regular and tnen- kets in June, it achieved a 1.4 1 ttwl t'er.,ions and has a satin- 1>ercent share of those mar- ~ kets during the firat 12 weeks and had a I percetit share over a six-month period. ~ Lorillard is expected to i spend rnore to promote Satin , than it has ever spent on a single marketing program. L:7TH11€:1, H.'L. C lJt! , 0. ~1.353 V~~lY } ri_ Y r 29 j 14//~„0 1~iE'r: CIItiv:~~~TTF: l,oriliard TobaCCo Cn. has :n- irc,Oucc*d a new lo+v-tar 100 ci;za- rottc i°alleti Satin. It : ati'ails;~l~~ in regular an n,enthol. T?:r• rtew' c•is,,aret-te has a sr'tu^ih s itin" filter tip and is tc+rgt,tea to titi•or;ten srn4,ker5 of ail ages. C More than 70 percent of Dr W ~ rtllard"s business is in thc low-tar c:.ttegor- v. The company is I"i yttarteretl in New York City :.nci I"A l.as manuiacturing £aciliti-s i ""n Greens bcro. Louist'i11r. Ky.. and ~ iian.'ille. l-a. ~ 1~~

CIT7 E!7{T. %7,:S2 M;.'tE. LMII. lAN 18 Tulfex Earnings Rise, _ By JANICE «•LSTalortELatin , • Dc Sentine~ Buslfless EEifnr !USIfIeSS <a1'11, _a 100mm ciga- ( ri•ue tai goted to %tomen. will Iike covered tiltcr.'has 10 cnil Ii- b4 introduced bV C.drilLcrd ' lifirams of tar. The company next munthh said that since it tvas intro- ~ '1'he cigarette, %tih'tch t.•ill be duced introduced in test tnar- 1 aVailable in regular and men- kets in June, it achieved a 1.4 I thol versiuns and has a satin- percent share of those nlar- I Ikets during the first 12 week 's and had a 1 percerit share over a six-month pwriod. Luritlard is expected to spend more to promote Satin I than it has ever spent on a single cnac-keting program. Yj T! tiy t~.~. CUTUM Ct,3P1 D. :-1 ,33a ~Y=r~~ ~ '- JA Ir 29 1 rs t n ~~ ]ti E f5' CIGARE`TTE Loci'iard Tobacc•o Co. iias in- trc "_li_i.:rd a new low-tar 100 ci;4a- re:te called Satin. It is avai13a1e in regular itn n:~'nthol. Tt:e rie"- ciearette has a Sn,c;-,h "tiatin" filtor tip and is targeted to wometl sm, kers of ail ages. d Slore than 70 pE~rcer:t of Lo- W Q rtllard's Uusiness is in the low-tar cater,or:. Th2 corapany is 2:e:.d- cluartert-(? in New York City anri ~ ha~- rnanuiacturi ng facotttes in Greens :cro, Loutsciile. -':v._ and lianvilla, -%,'a.

r + IL)\G - ~tn n ll ~0' ,"".t.- ~~ n ~ ~.o e r U w Y~..,.1I$ s ~CC Ll r' , U ''~ cr `~ ~ re ~j~p "{lQ ; ' J. ~ / ~ ~ In j~on2 ber ~ °Id ~r~ L G ' o9~ ale ~e ~ r if yo `' LAPEER MI - sb a ~ • yv a °r 1t ~ rr ~Q PRESS ed U h'o tt'$s t-tret eds . ' ~ 'r 2o1a `._fOt oU ~ re a•' ~~9" e-$ y,years?ztssth$t g. :ft ouV ~,i 1 c~ ds ~ befo 1t ty `~tirs be a s co ear,,,_ ~~ ~,F.,x e1~atet. ~it•_- ~~ ,. t„fOr a L S'eq' e LU MafZ 1 6 1Q$3 k,r ~~ ~ ucky .~ °taon ~y =~o ' pe~~ercialn'ent.-~ $bout .. -- t, to "Ye ~ ~ ~« ~ -ra e~~~-•!~ ~e8y ~ ~ej0~th me Gg, p ~: h so a; Slim' d:Yect~ Will wo~rien succunlb '~ ~raYe~~ ~ ~ e~e11 e ":;7 telr a' •*f th I sa ~ ? ~s t±;~ r~e at~ slO~ o tlny J71tCi1 .~. - Contl?vyo T'~~..:°'s_ t•.y'1 op... . ,.j.. ~.~..-.. • .-_- _._____ .. ~,_ -__` - _-_ - -_- _ -- sm~~ Tec+ ,Myt_remember the Heimar cigaret. In women's unfulfilled needs fort,_'an pe aro fot.jt ~ 1919 an ad for It was the first to affordable'g ~ luxur w ~ o to 3de y. ~v , $ve t~ct d-: F• show a woman smoking. It stirred >t•-You'li be hearing about .'.'the d 60 it tac.bv -' urged women to "reach for a,this moment is, .,"what women " a new up such a fuss that jt was another 9 Satin mom.ent.": In their commer- 4-6ql ' ~?oxl `0txieY ~ years before Ldcky Strike ads cia s, e on iard peopte wiU say e~a~cA, $, feW ;, Lucky instead of a sweet. :.-• crave - .10 or 20 minutes alone, ' ..; at women and told them, "you've . of modern life. It's the fantasy of In 1968, Philiip Morris aimed a: without their husband, kids, dogs, ; new brand, Virginia Slims, directly the grocer, or any other Intrusion cbme a long way, baby." s ; time aione." t,=:. Well we su ose PhiUi M rl Y t d S i - pp p or ,,. s ep jus me an my at n And t p i i ht Th t b I a ~ s r g : ~ e: e o acco comp nies f the women go for i T~ the n ACO" I W `0~ l-,.."-`now have 28 million American market experts have It figured, it'll trtat' ' ~ PAYR apowomen smoking. Women now - mean $160 million a year to Lorii- s{e M- ,,~~~,~~ '°account for half the U.S_ smoking lard. And a few bucks f r the ~3 ppR 2, 8 ~ ~_ : population and the share is grow- ; undertaker, too. ~F ribr+t' G_ 1n as fewer men smoke. ~_. - ;,, tot a g - reu S 7C , J _-i, r• lt1av~ t tiT ~ecuL ~ ~~ In recognition of the contribu- trer u~ •vitt, hUVz n ~~ot e„ ~r wan, .tt tr ls~ d ,, i h on women ave made to the ~ t • •,ds L.on • ,rett) n O . YobaCCO ' d t L"' I d I rke irdustrY n tt tdstts ~ t_r br: ~ m us on r s o t SAA C C to p -it cAA? ry, u ~ L 'with a new bran atin. t tastes , u~ky brAnd~ sother 1tx~ ""tt'o ~ f tat• an r"' " jp n,ilhY,r- n1Siie and ed a frke ; pretty much like any other 100- in1 a millimeter brand with 10 milligrams ' directly a_ c hohe$ e~ti t ,.A„ L, ,,,oc+1e' 'S' 5%r A„ ~,fior \ of tar, but Lorillard hopes its name F' . or,'ve t, wi11 ' ~ Cur n~ , . < . _ Y shinY t d nec at ,rro+ucn a 1,aby • urri~ ts CutfrtCe about arin~ ur].,• M a~ \~tt t.e lua itlip yl~tt~ w coo„e +tow Yol,,ll be d ~ z11, tivc sr+1 tr,:cv , ot7,ptari45 ruU wotrrcn ~r---' C,,7 i~..n ~ Co CXO son,¢th ?.. p\:t~~ ar~t t`lY [\t ~ at ott,a ` „ J .v t e t tC~ rt\~e u .,utt + j tt~ ~ceT rr~tt~' ~ritl',crn ~ ytYtti ri t ~ n l',crnhaw th er ` c ~~~ .. ;r,A et ~ t1l crultl \\ad\' l~ i ~

Agencies,Marketers Woo Postfeminist Woman -~ •: By Barbara Lippert In 1973, merely by showing a confident young model in a pantsuit, striding resolute- ly alone, Charlie shook up a generation of fragrance advertising. The Revlon brand became No. 1 in over-the-counter fra- grances worldwide, and soon advertisers, ever on the sniff for new trends, picked up the tone: Women in commercials were shown not only alone, but riding motorcycles over fiery chasms, piloting planes and gi ving executive orders from the backs of limou- sines. Recently, however, a new order of woman has started to surface. Since Christmas, "Charlie," as the model is actually called in the commercial, has slipped into a strapless dress and is now formally escorted by a tall, handsome man. What's more, by the end of 30 seconds, she's talking marriage. Just as Charlie embodied °the new wom- an" in 1973, paving the way for a change in product positioning, does her new image im- ply a curb on independence and a return to traditional romance for women in advertis- ing? Does it reflect a 1980s desire for "having it all?" Or is it just the pragmatic move of a marketer trying to find a fresh niche for a 10- year-old product? The answers may rest less in the easy im- ages of TV commercials (leggy, attach&- case-carrying executives versus women in diaphanous dresses) than in the exhaustive- ly researched marketing moves that compa- nies are making toward a softer, more tradi- tionally "feminine," sell to women. In the past month, two companies have launched huge product introductions, wa- gering colossal ad budgets on the bet that ro- Charlie has changed her stride, from the purposeful, independent style of the new woman that she was in the 70s (above), to the softer on-a-man's-arm Im- age of a woman apparently Concerned less with inde- pendence than romance in the current version ofthe ad (right). mance is back and that women will buy it. Lorillard has "the largest supported brand introducfion ever" (trade sources place the figure at $75 million) riding on Satin, a now silky-tipped cigarette whose advertising ih filled with dreamy women in cream-colored surroundings. J. Robert Ave, Lorillard mar- keting director, says the cigarette position- ing (an affordable luxury with which to pamper yourself), packaging, (delicate and bedroom-like) and advertising is based on "2/x years of very expensive research and development." Early results---from focus groups, dealers and retailers-are so en- couraging, he says, that the "sky is the limit" AA Soft" replaces "strident" in ad positioning for the postfeminist woman. ~t Lorrilard is betting $75 million on a dreamy theme for its new Satin brand. 03011775 in advertising: The company is willing to find out "how high is up." Max Factor put almost $3 million in advertising behind its second fragrance ever, "Le Jardin de Max Factor." Released in late February, it was the result of "very extensive testing in focus groups that was validated by a Yankelovich study," according to Jane Lewis, senior vp/creative services. The floral perfume is sold on televi- sion and in print by British actress Jane Sey- mour, who asserts that it is "the incurably romantic fragrance." Yet another example is the new commer- cial forJergen's lotion showing actress Lind- (Co•ntinued on page 20)

i,7An^.'.~ ~VG & P.3E~;" =S'510,lS NEW 't;)73}Z, N.Y. NIONTHLY 28,000 MAR 1983 &&I Z PAM i I[ '=" 1r1~c s.~^'^^YrX ~;ti t; 't.L tC'CJ~ IM_1•:.altlil tlx, luxuiK xi>>atiniqi,. . 1 ~xt~~tlp z S''0LLYOUhSELF WITH SATI N Lorillard emphasizes the luxurious for Satin in its spread magazine ads extensive advertising and promotional campaign in'the history of the com- pany. Ad theme is "Spoil yourself with Satin," which will be carried in full color pages and spreads in national magazines, with heavy support in sup- plzments, newspapers and outdoor_ Meanwhile, R. 1. Reynolds Tobacco Company was trumpeting the success of the reintroduction of Camel, which the company claims makes it the fas- test growing brand in the U.S. RJR cites statistics from John C. Maxwell, of Lehman Brothers Kuhn Loeb, Inc. that show the brand grew by 13.3%a in 1981. The Maxwell statistics show the brand standing in 9th place in interna- tional sales. Lester W. Pullen, president and ceo of RJR Tobacco International, Inc., said: "The competitive excellence of Camel has made it one of the fastest growing cigarettes in Germany and Switzerland over the last few years, and now in Greece, Sweden and Italy as well." Lorillard goes Satin and RJR's Camel grows Lorillard, with several brands in test market and market probe situations, decided in January to go national with its 100 mm women's cigarette, Satin. (See: "Brand report 82: Cigarettes," November 1982, pg. 151). Satin was test marketed in Denver and Milwaukee, where it achieved a 1.4% share of the market in 12 weeks. J. Robert Ave, executive vp - market- ing, said: "Before we went into test market, 50~'l of the women smokers we surveyed said they would try Satin. All they had seen was a picture of the package and the cigarette." After trial, Ave said that 80% would buy Satin. Lorillard announced that the Satin intro would be supported by the most Continu.d on prg. 40

ADVEDi'IS13VG AGE Cr]iCAGD, ILL_ JaN 1a..1J$3~ Lorillard to cover the US. with Satin By JOHN J. O'CONNOR Nsw Yons-Buoyed by the success of Satin women's ciga- ~ rets in a p ir o est markets, Loews' Lorillard division is in- ~ troducing Wa2iorially the smoke r_ with the satiny filter, at a time when a federal excise tax hike ~ to 18q a pack has made life any- thing but smooth for the cigaret ~ indu:;try. - ~s If Satin, a 100mm, 10mg tar ~ regular and menthol cigaret that Lorillard is backing with the heaviest ad and promotion spending in the company's his- tory, can duplicate on a national scale what it did in Denver and Milwaukee (AA, May 31), it would put the company on a growth track once again. According to Lorillard, Satin registered a 1.4% share in test after 12 weeks. Over the last six months it has maintained a combined 1% share with both styles. A 1% share translates to $180 million at the factory level on a national share basis. Before Satin took off. Loril- lard had watched minimarket probes with brands such as Her- itage, Maverick and Bistro end in disappointment during the last year and a half. Rebel, an- other minimarket probe, re- mains alive in four markets, the company said. With flagship brand Kent continuing to decline, Loril- lard's share of the American market dropped from 9.2% in 1981 to 8.9% last year, according to analyst John C. Maxwell Jr. of Lehman Bros. Kuhn Loeb. . Ads by MCA Advertising car- rying the message, "Spoil your- self with Satin,^ will run as one, two, three and four-page inser- tions in national magazines. The media mix also includes heavy support in Sunday supplements, newspapers and outdoorl i - t ADVERTISING AGE ; CHICAG~, ILL. i W. 75,318 U" Z9`~- II FEB 7 19~3 SATIN STYLE: Roughly 80 editors of top consumer and trade publications recently were treated to an individual "press party" to announce Lorillard's newest smoke, ' Satin. According to Lorillard vp-pr Sara Ridgway, an un- usual press kit sent to each editor was designed to •'spoil° them, an allusion to the new smoke's ad theme, "Spoil yourself with Satin" (AA, Jan_ 10)_ The velvet-covered kit contained a bottle of champagne, a box of Godiva choco- lates, a long-stemmed glass, a Satin cigaret lighter, two packs of Satin and an audiocassette about the product. Carl Byoir & Associates, Lorillard's pr shop, handled... t AISVi/EEK CHICAGO, ILL. Midwest Edition. WEEKLY 14,300 JAN 10 19~~ TNATIONA[ NEWSWIRF Lorillard Satin Set To Spoil Women I NEW YORK - Lorillard has set early February for the national launch of 5ati w-tar 1005 cigarettes, available in menthol and regular, with a "satin-covered" filter tip. An ad campaign by MCA Advertising is designed to appeal to women smokers with the theme, "Spoil yourself with Satin." Four/color ads from one to four pages will run in national I magazines, with heavy support via Sunday supplements, newspapers and outdoor. ,.., ~ i ~

ADVERTIS3NG AGE CH (CAGJ, ILL. JAN 10 .1983 ~ Lorillard to cover the U. S. vvith Sat/h By JOHN J. O'CONNOR NEW Yoxx-Buoyed by the success of Satin women's ciga- rets in a p ~a` oYest markets, Loews' Lorillard division is in- troducing Inatiorially the smoke with the satiny filter, at a time when a federal excise tax hike to 16q a pack has made life any- thing but smooth for the cigaret industry. - - If Satin, a 100mm, 10mg tar regular and menthol cigaret that Lorillard is backing with the heaviest ad and promotion spending in the company's his- tory, can duplicate on a national scale what it did in Denver and Milwaukee (AA, May 31), it would put the company on a growth track once again. According to Lorillard, Satin registered a 1.4% share in test after 12 weeks. Over the last six months it has maintained a combined 1% share with both styles. A 1% share translates to $160 million at the factory level on a national share basis. Before Satin took off, Loril- lard had watched minimarket probes with brands such as Her- itage, Maverick and Bistro end in disappointment during the last year and a half. Rebel, an- other minimarket probe, re- mains alive in four markets, the company said. With flagship brand Kent continuing to decline, Loril- lard's share of the American market dropped from 9.2% in 1981 to 8.9% last year, according to analyst John C. Maxwell Jr. of Lehman Bros. Kuhn Loeb. Ads by MCA Advertising car- rying the message, "Spoil your- self with Satin,° will run as one, two, three and four-page inser- tions in national magazines. The media mix also includes heavy support in Sunday supplements, newspapers and outdoor.# t .. A6aJEEK CHICAGO, ILL. Midwest Edition. WEEKLY 14,300 JAN 10 19$~3 xFw YORK -- Lorillard has set early February for the national launch of Satin w-tar 100s cigarettes, availahle in menthol and regular, with a"satun-covered" filter tip. An ad campaign by MCA Advertising is designed to appeal to women smokers with the theme, "Spoil yourself with Satin." Four/color ads from one to four pages will run in national magazines, with heavy support via Sunday supplements, newspapers and outdoor. Lorillard Satin Set To Spoil Women ADVERTISING AGE CHICAGO, ILL. W. 75,318 FEB 7 1~ 3 . SATIN STYLE: Roughly 80 editors of top consumer and trade publications recently were treated to an individual "press party" to announce Lorillard's newest smoke, ' Satin. According to Lorillard vp-pr Sara Ridgway, an un- usual press kit sent to each editor was designed to "spoil" them, an allusion to the new smoke's ad theme. "Spoil yourself with Satin" (AA, Jan_ 10). The velvet-covered kit contained a bottle of champagne, a box of Godiva choco- lates, a long-stemmed glass, a Satin cigaret lighter, two i packs of Satin and an audiocassette about the product. _' Carl Byoir & Associates, Lorillard's pr shop, handled... ~ IIATWNAL WEiIYSWIRF

ADVE9TIS3NG AGE CHIt,AGG, ILL. ~L~T~CC4.i JAN .1®,:.1983~ Lorillard to cover the U. S. wi th Satin By JOHN J. O'CONNOR Nsw Yoax-Buoyed by the success of Satin women's ciga- rets in a p ir o est markets, Loews' Lorillard division is in- troducing nai.ionally the smoke with the satiny filter, at a time when a federal excise tax hike to 16¢ a pack has made life any- thing but smooth for the cigaret industry. If Satin, a 100mm, 10mg tar regular and menthol cigaret that LoriUard is backing with the heaviest ad and promotion spending in the company's his- tory, can duplicate on a national scale what it did in Denver and Milwaukee (AA, May 31), it would put the company on a growth track once again. According to Lorillard, Satin registered a 1.4% share in test after 12 weeks. Over the last six months it has maintained a combined 1% share with both styles_ A 1%. share translates to $160 million at the factory level on a national share basis. Before Satin took off, Loril- lard had watched minimarket probes with brands such as Her- itage, Maverick and Bistro end in disappointment during the last year and a half. Rebel, an- other minimarket probe, re- mains alive in four markets, the company said. With flagship brand Kent continuing to decline, Loril- lard's share of the American market dropped from 9.2% in 1981 to 8.9% last year, according to analyst John C. Maxwell Jr. of Lehman Bros. Kuhn Loeb. . Ads by MCA Advertising car- rying the message, "Spoil your- self with Satin," will run as one, two, three and four-page inser- tions in national magazines. The media mix .also includes heavy support in Sunday supplements, newspapers and outdoor.# i -- ADViIEEK CHICAGO, ILL. Midwest Edition. WEEKLY 14,300 ADVERTISING AGE CHICAGO, ILL W. 75,318 FEB 7 f -A~_ .... , _. , SATIN STYLE: Roughly 80 editors of top consumer and r'--- trade publications recently were treated to an individual "press party" to announce Lorillard's newest smoke, r._, Satin. According to Lorillard vp-pr Sara Ridgway, an un- usual press kit sent to each editor was designed to "spoil" them, an allusion to the new smoke's ad theme, "Spoil `3 yourself with Satin" (AA, Jan. 10). The velvet-covered kit ~~ contained a bottle of champagne, a box of Godiva choco- lates, a long-stemmed glass, a Satin cigaret lighter, two packs of Satin and an audiocassette about the product. Carl Byoir & Associates, Lorillard's pr shop, handled... I JAN 10 1909U I ~NATIONMAL Lorillard Satin Set To Spoil Women NEW YORK- Lorillard has set early February for the national launch of atin w-tar 100s cigarettes, availab'le in menthol and regular, with a "satin-covered" ffiter tip. An ad campaign by MCA Advertising is designed to appeal to women smokers with the theme, "Spoil yourself with Satin." Four/color ads from one to four pages will run in national magazines, with heavy support via Sunday supplements, newspapers and outdoor.

ADVE.R.TISING A~,iD MARKETIPdr CIRCULATION: 610,542

F MARKETING EXECUTIVES DIGEST MEANT OlRK~3 5D0~ MAY 1983 BU ELL~S ~ SIGNIFICANT TRENDS SELLING TO POSTFEMINIST WOMEN. This spring at least two companies are betting millions that romance is kaack and women will buy i't. Lorillard has "the largest supported brand-introduction ever" rid- ing on Satin, a new silky-tipped cig- arette. (Trade sources put Satin's ad budget at $75 million.) The advertising features dreamy women in cream-colored surroundings. According to Lorillard, early results from focus group research is so encouraging that "the sky is the limit" in adverta.sing. Max Factor is betting $3 million that it's romantic campaign can win women over to its second fragrance ever, "Le Jardin de Max Factor." The floral perfume is sold in TV spots by British actress Jane Seymour, who asserts that it is "the in- curably romantic fragrance." The two companies may be onto some- thing. Yankelovich, Skelly and White, which has been tracking women's attitudes for 13 years, says that "women now feel it's okay to wear evening clothes." (Adweek, March 7, 1983, p. 17) ~. O (.7 C'9 ~ ~

TABAK JOUR,"lAL INTERiVAT1011AL MAINZ, W. GER,nANY 61-MONTHIY APR 1983 BU/~JeELL6'S ~Ngtional introduction Lorillard has announced the national in- troducfion of its new low-tar 100s SATIN, available in soft-pack, regularand menthol, ~ SATIN, at 10 mg. tar, was test-marketed in Denver and Milwaukee 'and was said to have achieved a 1.4 per cent share of the a market in 12 weeks. Over the last six ~ months it has maintained a combined one per cent share with both packings, according to the company. The new ciga- rette has a smooth "satin" filter tip and is targeted at women smokers of all ages. C-STORE BUSINESS NEW YORK, N.Y. 9 TI. A YR 36.400 MAY 1983 l Cigarette Targeted To Women Smokers S A low-tar lOOs ctg_ _arette has been in- troduced in regular and menthol. The 10-mg. -tar cigarette has a smooth 43 filter tip and is targeted to F women smoKers of all ages. The national introduction of the cigarette will be supported by ex- tensive advertising and promotional ef- forts supporting the brand at point-of- sale and through consumer offers. Cir- cle 033 on Reader Service Card. t •

TABAK dOURNAL INTERNATfONAL MAINZ, LV. GERMANY 81-MONTHLY APR 1983 8u,T& E- Z TV NcItional introduction Lorillard has announced the national in- tro&uc6(5_n of its new low-tar 1OOs SAT1N, available in soft-paok, regularand menthol. ' SATIN, at 10 mg_ tar, was test-marketed in V Denver and Milwaukee and was said to I have achieved a 1.4 per cent share of the market in 12 weeks. Over the last six ', months it has maintained a combined ; one per cent Share with both packings, according to the company. The new ciga- rette has a smooth "satin" filter tip and is targeted at women smokers of all ages. (DR) C-STORE BUSINESS NEW YORK, N.Y. 9 TI. A YR 36.400 MAY 1983 ~ Cigarette Targeted To Women Smokers A low'-tar 100s cigarctte has been in- troduced in regular and menthol. The 10-mg. -tar cigarette has a smooth l Y- filter tip and is targeted to i t women smokers of all ages. The national introduction of the cigarette will be supported by ex- tensive advertising and promotional ef- forts supporting the brand at point-of- sale and through consumer offers. Cir- cle U33 on Reader Service Card. +

-~ Two recent entries are More Lights from R.J. Reynolds and Satin from Lorillard. _ Th~ uririnal More was-and still is-an ultra-thin 120mm cigarette in dark brown, cigar-colored paper. Reynolds has extended that brand with a low-tar version: More Lights 10Os-the long, slim, stylish, low-tar cigarette wrapped in beige paper- focuses on the contemporary, styl- ish adult female smoker. Introduced in 1981, the brand represents a product developed as a result of consumer research to determine consumer wants and preferences, explain marketing of- ficials at Reynolds. Studies deter- mined that nearly half of all women smokers are partial to 100mm pro- ducts, particularly slim 100mm cigarettes. Reynolds then decided to add the point of difference: beige paper, which allows the consumer to make a statement about her per- sonality and lifestyle. The target au- dience is female smokers, ages 25 to 34. Advertising for the brand was developed to highlight the cig- arette's stylish appearance: "It's new. It's beige. It's more you," the ads proclaim, with visuals depic- ting an adult female engaged in spirited, lighthearted activities. Spurred by increases from More Lights 100s, the More brand fami- ly led the growth pack at Reynolds last year with a seven percent volume increase. The female smoker found herself the target of Lorillard's latest brand introduction earlier this year when the low-tar, 100mm Satin brand made its national debut. The 10mg Satin received a 1.4 percent share of market in 12 weeks during its test-market period. Over the course of the six-month trial, it maintained a combined one per- cent share with both packings- regular and menthol. "Before we went into test market, 50 percent of the women smokers we surveyed said they would try Satin," recalls J. Robert Ave, ex- ecutive vice president for market- ing with Lorillard. "And all they had seen was a picture of the pack- age and the cigarette! After they had the opportunity to smoke the new product, 80 percent said they would buy Satin." What marks Satin's exclusive ap- peal? A smooth satin-like filter tip, designed to add a special touch of femininity and luxury. Advertise- nients for Satin emphasize the lux- urious "satin" tip as a way to pamper yourself. "Spoil yourself with Satin," the headline reads, over folds of creamy white satin, as visuals portray attractive women lounging on a sofa or lingering over breakfast, enjoying their "Satin moment." The brand's national introduc- tion was supported by the most ex- tensive advertising and promo- tional program in the history of Lorillard. The "Spoil yourself with Satin" theme is being carried on single- and multi-page full-color advertisements in national maga- zines, newspapers and outdoor billboards. Additional support will come through point-of-sale promo- l tions and consumer offers I. Indeed, the announcement sent , to news media was likely one of the ' most impressive ever seen. A large satin-lined box contained two packs of Satin, a cigarette lighter in a satin pouch, a bottle of French cham- pagne and tulip glass, and a box of Godiva chocolates-all to be en- joyed while listening to the casette tape of a presentation on Satin. Background music: Duke Ell- ington's Satin Doll, of course._TR + .

Brand marketin : ~ I Targetang the female smoker The image is luxury and sophistication, confidence and style, as manufacturers pursue half of America's smokers: the women. TGRAG0O REr DRTER RALEIGN, NC MOIVTI-iLY 4,000 ~ APR 1983 T wenty-one of the 40 new ~ brands introduced into the U.S. cigarette market in 1981 were low-tar entries-those with less than 16mg. Last year, low-tar en- tries numbered 16, indicating that the phenomenal growth which this market segment has experienced over the past several years is begin- ning to taper off. Are smokers tired of low-tar cigarettes? No, a more likely explanation is that the market has reached-or will soon reach- its saturation point. Many consumers will continue to prefer their low-tar smokes, but they will also be looking for more than just reduced 'tar' levels. And i U.S. manufacturers are prepared to ~ deliver. - Brand image has been a vital part I of successful marketing for years. ~ What's notable in many of the newest brand introduction _ is the i target market: women. And the ap- ~ peal lies in the itn::ce of confident, sophisticated, feminine luxury. The new brands targeted to women have style- Why women? Twenty years ago, fewer than a third of U.S. smokers were women. Today, fem;lc: smok- ers count for half of the country's 6O million smokers. Philip Morris was the first to of-e--A: fer a product that women could callr,.~ their own when it introduced Vir-CM ginia Slims in 1968. Since then. par-b"'h ~ ticularly in the past couple of years. the market segment has grmti•n tre- mendously. mendously. 44 TR-April, 1983

31,117ED STATES TOBAL'CO JOURNAL NtV( YOIiK, N.Y. n. :v, 7,200 FEB 8 1983 -oriiiard's Satin going national NEW YORK: Lorillard is going national with low-tar 55iin 100s in reg- ular and menthol. The 10 mg. tar product - with a'`satin" filter tip was test- marketed in Denver and Milwaukee and achieved a 1.45'o market share in 12 weeks, and over the last six months has maintained a combined l9o share with both packings. In announcing the decision to go national, I. Robert Ave, executive vice president - marketing, said, "Before we went into test market, 50% of the women smokers we surveyed said they would try Satin_ And, all they had seen was a picture of the packace and the cigarette_ After they had the opportunity to smoke the new product. 80% said they would buy Satin." The company believes Satin will bc a significant entry into the low-tar market and specif ically in the category uf brands aimed at women smokers. The national introduction will be sup- ported by the Lorillard's most extensive advertising and promotional program ever. Advertisements feature the thcme, "Spoil Yourself With Satin," and in- clude one, two, three and four-page full- color advertisements in national ma-a- zines, plus heavy support in Sunday sup- plements, newspapers and on outdoor billboards.

. I CO'.,'J';licNP.E STORc NEWS NEtU 7ORK, +J.Y. BI-WEEKLY 35,000 FEB 1983 ~ 'Satin' cigarettes "Satin," L.orillard's new low 'tar, 100-millitneter cigarette, has made its national debut. With 10 mg. tar, the new item has a satin-look filter tip and is targeted to women smokers of all ages. The cigarettes, available in regular and menthol, were test- marketed in Derlver and Milwaukee and achieved a 1.4-percent market share in 12 weeks_ Numerous promo- tional efforts will be uscd to support the brand including point-of-sale and consurner offers. T:'r1ATlC ~ ILL. h;~0 `JT~ LY 71,21 S MAR 1983 Lorillard Adds 'Satin' To Its Cigarette Line Lorillard's new low-tar 100s, Satin, is now available nationally. Available in regular and menthol, Satin contains 10 mg tar. Satin, which has a smooth "satin" filter tip, is being targeted to women smokers of all ages, as industry data show that women account for 49 per- cent of the cigarette market. Satin's ad campaign features the theme, "Spoil Yourself With Satin." This refers to the product's "satin" filter tip, which, according to Lorillard representatives, offers women smokers a feminine, luxurious way to pamper themselves. Contact: Mel Schaller, Lorillard, Dept. AAM, 666 Fifth Avenue. New York, NY 10103.

. STORE NEWS NEW YORK, N.Y. 81-WEEiCLY 35,000 _ FEB 1983 'Satin' cigarettes "Satin," Lorillard's new low-tair, 100-millimeter cigarette, has made its national debut. With 10 mg. tar, the new itern has a satin-look filter tip arid is targeted to women smokers of all ages. The cigarettes, available in regular and menthol, were test- marketed in Denver and Milwaukee and achieved a 1.4-percent market share in 12 weeks. Numerous promo- tional efforts will be used to suppor t the brand including point-of-sale and consumer offcrs_ : L~'-~J~JJ1SCi] y ILL. b-~ P;iai`tTr:LY 11,218 I M..r M h R ~ ~:. 1983 Lorillard Adds 'Satin' To Its Cigarette Line Lorillard,'s new low-tar 100s, Satin, is now available nationally. Available in regular and menthol, Satin contains 10 mg tar Satin, which has a smooth "satin" filter tip, is being targeted to women smokers of all ages, as industry data show that women account for 49 per- cent of the cigarette market. Satin's ad campaign features the theme, "Spoil Yourself With Satin." This refers to the product's "satin" filter tip, which, according to Lorillard representatives, offers women smokers a feminine, luxurious way to pamper themselves. Contact: Mel Schaller, Lorillard, Dept_ AAM, 666 Fifth Avenue, New York, NY 10103.

/ GLASER GAZETTE West/Marketing Bi-Monthly March/April 1983 Test tVIaF .~~~ I €;cai c,, t-, ~~ Cal v ~ De m an d for Noirv Brand. Lorillard has test rrtA•!••Qte.1 a nv.v cigarette in the Der.;er and Mil- waukee areas. The branU is called "Satin" and is availatil-i in satin- tipped 100's regular or menthol. In the test market areas. Satin achiev- ed over 1.4°l0 of market share in only 12 weeks. After the test period. one out of every thre.:? wontr-n had tried Satin in the test market. :•.rith 50^'. of women in that marF.et ar:.are of the brand. HEAVY NATIOi•dA.L PROMOTIONAL AND ADVERTISIf•~!G SUr=?O1-iT National sates re:-.:it•, are trx:~ect- ed to exceed this markct st aro ;cr the same period. due !-, treav~ pro- motionat and aclvr?rft;,lr;.ry sut)pcr.. Introductory prornoticin:,l plans in- ctude the distrif,:rtion of 42 million "free pack coupons." r,n i a toll free 800 numberforthe t,z;;;; r s receii]t of tvio free packs. Free st~.i:;. Ies vJill be available to consuIners tt p0int-of- purchase with sm:,lt con- taining four cigarettos 0ach. fufl packs with 35, cou;~ons t•- hvf G r; in malls distributed by professional models. arid full packs (with 35, pack coupons and $1.00 carton cou- pons) to customers at point-of- purchase- Advertising support for national introduction in February included extensive outdoor billboard show- ings. full page color and black and ,.•:htte ne•r1spaper ads. 3 page full color spreads in over 20 major mag- azines. 2 pag4 full color spreads in over 20 magazines, and full color pages in Suraday supplements. POINT OF SALE DISPLAYS Point of sale displays are .iv3ilat}le for promoting Satin ciga- rettes inside the retail store. These displav!, are useful in stimulating impulse and requtar sates. In addi- t:on to check lane and counter dis- ptays- thr.re are counter dispensers for the small, four to a pack, sam- Ple`; - hlcike plans now to add this suc- cessfrrily test-marketed brand to your lin~~. 0

CHAIN STORE F,GE SUPERAL4RKE'TS NEW YOR{, N.Y. MONTHLY 105,000 av.91!!¢•s MAR 1983 Smooth smokes : ~ After successful test-marketing in Den- ver and Milwaukee, Satin low-tar 100's are available nationally in regular and ~ menthol. The ci&arette's uniq ue feature 4 is its smooth "satm" filter tip. Targeted to women smokers, advertisements feature the theme "Spoil youtself with Satin." ~ The promotional program includes one-, two-, three- and four-page full-color ads in national magazines, plus sup* ort in Sunday supplements, newsp ap;rs and ' outdoor btllboards. _La illard, Dept. CSA, 666 Fifth Ave., ew York, N. Y.~ 10I03_ PRGu'• RESSIVE GROCER NEW YORK, N.Y. MONTHLY 98,600 FOOD PEOPLE ATLANTA GA MONTHLY Z~.000 Lorillard,'t Debt "PG, 666 will be given to the product ffig, AL_ ~~ lt~. ,{~AR 19$ I Cl _, Satin to capture women's market N.Y. 10 103, has announced the national introduction of Satin-new low-tar 100's available in both regular and menthol. Containing 10 mg. tar and 0.9 mg. nicotine, Satin has a smooth "satin" filter tip and is targeted to women smokers. The intro- duction of Satin will be sup- ported by extensive advertis- ing and promotional pro- grams. Full-color advertise- ments in national magazines will feature the theme, "Spoil yourself with Sat- in," and additional support Fifth Ave., New York FEB 1983 ~'`10D F®R .T_"_ U J GJ~.~ T BY CAROL 1'. NEILL ... CiKarctle manufacturers, bur- dened with the 8-cent-per-pack fedetal excise tax levied January 1, also havc taken line extensions of their major brands about us far as they can go. Next step: Sonrething different, a la R. J. Reynolds 'Tobacco's t3right cigarettes with pfpermin[ flavoring or Lorillard's Satin. a smoke with a .satin tip being test marketed to women. . 1 . I via Sunday supplements, newspapers, outdoor bill- boards, and through point- of-sale and consumer offers_ I ,

CHAIN STORE AGE SUPERP.",ARKETS NEI,rJ YDR :, N.Y. MONTHLY 105,000 MAR 1983 Smooth smokes - _ After successful test-marketing in Den- ver and Milwaukee, Satin low-tar 100'sl are available nationally in regular and) menthol. The ciparette's uniq ue feature i is its smooth "satin" filter tip. Targeted to women smokers, advertisements feature - the theme "Spoil yourself with Satin." ' T'tte promotional program includes one-, two-, three- and four-page full-color ads in national magazines, plus supr ort in Sunday supplements, newsp apers and outdoor billboards. Loril„fard, Dep~~ CSA, 666 Fifth Ave., New York 1V, .1D1o3. FOOD PEOPLE ATLANTA~ o00 MONTHtY Lorillard,''DJbf_ 666 will be given to the product Fifth Ave_, New York, via Sunday supplements, l N.Y. 10103, has announced newspapers, outdoor bill- the national introduction of boards, and through point- Satin-new low-tar 100's of-sale and consumer offers. av i ta lable in both regular an 'd MAR 198 3~'~~~ I C4,U Satin to capture women's market PRGi+RESSI's7E GROCER NEW YORK, N.Y. MONTHLY 98,600 menthol. Containing 10 mg. tar and 0.9 mg. nicotine, Satin has a smooth "satin" filter tip and is targeted to women smokers. The intro- duction of Satin will be sup- ported by extensive advertis- ing and promotional pro- grams. Full-color advertise- ments in national magazines will feature the theme, "Spoil yourself with Sat- in," and additional support F E. B 1983 4~~ ; BY CAROL P. NF.iLL . s , CiKarclte manufacturers, bur- dened with the 8-cent-pcr-pack federal excise lax levied January 1, also ha,c taken line extensions of their major brands about as far as they can go. Next step: Something different, a Ia R- J- Reynolds Tobacco's Bright cigarettes with p,~ ,p permint flavoring or Lonllard's Satin- a_smoke with a .satin tip being test marketed to women • . . . I

, CHA'1N STORE AGE " • SUPERMARKETS hEW YORit, N.Y. MONTHLY tn5,000 sPE GROCER :ESSI PRGUI NEW YORK, N.Y. MONTHLY 98,600 . ~ c~ ~~ A .!!ea ~ !•' MAR 1983 tJAR 198 ~-' I Smooth sriokes : _; After successful test-marketing in Den- ver and Milwaukee, Satin low-tar 100's are available nationally in regular andl menthol. The ci&arette's uruy ue feature is its smooth "sattn" filter tip. Targeted to women smokers, advertisements feature the theme "Spoil yourself with Satin." 4 "X'he promotional program includes one-, two-, three- and four-page full-color ads in national magazines, plus supr, ort in , ~,__. CSA. 666 Fifth Ave., New York, N.Y.EI 10103. ' FEB r--- ~~ ~.D -F_ OR _T~~ v G JIH T Sunday supplements, newsp ap rs and , Dept. outdoor billboards.Lo ~illard FOOD PEOPLE ATLANTA~ o00 MONTHL.Y ', Lorillard,Dept. r PG, 666 Fifth Ave., New York, N. Y. 10 103, has announced the national introduction of Satin to captnre women's Satin-new low-tar 100's available in both regular and menthol. Containing 10 mg_ tar and 0.9 mg_ nicotine, Satin has a smooth "satin" filter tip and is targeted to women smokers. The intro- duction of Satin will be sup- ported by extensive advertis- ing and promotional pro- grams. Full-color advertise- ments in national magazines will feature the theme, "Spoil yourself with Sat- in," and additional support 198314"- BY CAROL I'. NEILL ... Cigarr.tte manufacturers, bur- dened with the 8-cent-per-pack federal excise tax levied January 1, also have taken line extensions of thcir major brands about as far as they can go. Next step: Something different, a la R. J. Re,ynolds 'Tobaccc:u's Bright cigarettes with ppcr m i n t flavoring or Loef nllard's Satin...a _smoke with a satin tip being test marketed to women. i . . . market will be given via Sunday to the product supplements, newspapers, outdoor bill- boards, and through point- of-sale and consumer offers. I

. . TOBACCu t1!TERi•lATIONAI. NE'u~7 YURiC. N.Y. E.J.W. 22,233 Satin is a 100 mm cigarette with 10 mg tar. Lorillard's Satin brand aimed at women smokers tvEw YoRK, N.X -Lorillard has announced the national introduc- tion of its new low tar 100mm cigarette, Satin, available in regu- lar and menthol. Satin, with 10mg tar, was test- marketed in Denver and Milwau- kee and achieved a 1.4a7o share of market in 12 weeks. Over the last six months it has maintained a combined 1% share with both packings. The new cigarette has a smooth "satin" filter tip and is targeted to women smokers of all ages. In announcing the decision to begin national distribution of Satin, J. Robert Ave, executive vice president, marketing, said, "Before we went into test market, 50% of the women smokers we surveyed said they would try Satin. And all they had seen was a pic- ture of the package and the ciga- rette! After thev had the onoor- tunity to smoke the new product, 80% said they would buy Satin." Satin, the company believes, will be a significant entry into the low tar cigarette market, and spe- cifically, into the category of brands aimed at women smokers. "Stain," Ave said, "offers a unique product benefit-a 'satin' filter tip-for women who desire a feminine, luxurious way to pam- per themselves." Industry data show that women account for 49% of the cigarette market today. Of the people who smoke 100mm cigarettes, more than two-thirds are women. Yet, only 11 QI'o of industry unit sales are targeted to women smokers. The national introduction of Satin will be supported by the most extensive advertising and promotional program in the history of Lorillard. Advertisements fea- ture the theme, "Spoil Yourself With Satin," and include one, two, three, and four-page full- color advertisements in national magazines, plus heavy support in Sunday supplements, newspapers, and on outdoor billboards. A full range of promotional efforts will be utilized to support the brand at point-of-sale and through consumer offers. I i

TOBACCO T R4DES CIRCULATTONt 3~U,_F5 ~

. _Ciog,.arettes says, and peYhaps the time was not right either. The brand was with- drawn in February 1977. ° If Century is successful and if the middlemen pass the savings on to their customers, will it touch off price wars? Industry and securities~ experts think not. Still, competitors are ex- pected to follow Reynolds' lead be- cause the value segment might be big enough for more than one brand. "I would not expect this move to transform the industry," Reynolds' Johnston says. "But I do believe it has appeal beyond that of most new brand introductions." • Analyst Kirsch says, "I don't think you will see this package for- mulation snowball. They're going after the value type of smoker who is smoking generics or people who may have stopped smoking" because of the expense. . Reynolds says it can give Century smokers a bargain because the com- pany has budgeted somewhat less than the usual $80 million to intro- duce Century. And, once estab- lished in the marketplace, Century's sustaining advertising budget will fall substantially short of Reynolds' usual splash, Johnston says. Is unit price savings the recipe for 'success? Tobacco analyst Peter En- derlin of Smith Barney, Harris Upham & Co., New York, wonders. Smokers, he said, have shown little resistance to price hikes; they may grumble but they don't give up ciga- rettes. Historically, cigarettes are among the products least affected by recession. In the most recent recession, cig- arette sales actually increased. But John C. Maxwell of Lehman Bros. Kuhn Loeb, New York, won- Front Front El ders what took tobacco comp3nics so long to see price as a selling point in the U.S. "We're just slow," he figures. "Consumers desire this." Maxwell and Burry figure Reyn- olds' competitors are busy figuring out how to introduce their own Cen- tury imitator. Some analysts believe Century smokers may increase their daily consumption. That translates into higher sales which could help Reyn- olds maintain the sales lead. Reyn- olds barely edged out Philip Morris last year but industry sales figures for the first quarter of 1983 indicate Philip Morris may have taken the lead. According to an article in Adver- tising Age, a trade publication, Philip Morris has the equipment to stuff packs with more than 20 ciga- rettes. The company declines com- ment. For Reynolds, little new equip- ment was needed and packaging changes were accommodated by changing machine parts. Mau of Lorillard, however, said the Greensboro-based company does not have a bonus product in the works. Liggett & Myers spokes woman Carol Jova said the Durham compa- ny has no immediate plans to vary from the 20-per-pack count. But it will study Century's market perfor- ~ mance, she said. ~ ' Reynolds Johnston is confident : that Century can hold its own ag- ainst discounted challengers - even . if other brands offer greater sav- ings. ings. "Other price appeal brands are going to be addressing a different ~ (market) segment," he says.• W ~ tr~ LL~

first hit the shelves in June 1980. Sqme 96 percent of all generics are made by Liggett & Myers. Intermittent bonus promotions •take the form of 2-for-1 pack pricing. Players ciga- rettes can be purchased by the half-carton. A flurry of cents-off coupons and rebate of- fers ushered in the new year. Century is not Reynolds' answer to ge- nerics, says James Johnston, executive vice president. It won't be priced as low as ge- nerics, he said. Analysts place Century between the no- frills grocery store brands and the estab- lished ones. "Reynolds has a compelling argument be- hind Century. There's brand identification in a product at discount price," says Arthur Kirsch, tobacco analyst for Drexel Burnham Lambert, New York. Image won't be key to selling Century, Johnston says. "It's not going to be sold on an imagery basis, but on merit of its quality as a prod- uct," he says. ` But the value-conscious smoker Century wants to lure sounds a lot like an image segment. Here's what Century smokers are all ab- out: College-educated, late 20s to early 30s, "secure about themselves, they don't need to show a cigarette pack that says, 'I'm macho' or 'I'm stylish.' And they don't care whether the brand sponsors races or has handsome men or pretty women in their I ads," Johnston says. ' Beyond that, he says, the Century smok- er wants to own a Volvo, not a Chevrolet or I Ford as Burry suggests. f' "Part of the appeal of that car is that it lasts forever," Johnston says. "It makes a ~ statement. It says intelligence." # A pack of Century cigarettes will last ' longer. That's because there are 25 ciga- ' rettes in each pack rather than the usual 20. ' Century cartons have 225 cigarettes but will sell for the same as a-traditional 200-count carton. The traditional carton contains 10 packs of 20 cigarettes each. But Century's carton will contain nine packs of 25 ciga- rettes each. Only 65 percent of the nation will have immediate access to Century cigarettes, al- though Reynolds'liopes it soon will go na- tional. North Carolina is one of 33 states where Century will be available come July. Analyst Burry figures the Century smok- er will reap an estimated 11 percent savings on each cigarette. i Century isn't the first discounted smoke. Eagle brand tried years ago. Made by Liggett & Myers in January 1976, each pack of Eagle cost a niekel less than other cigarettes. But that nickel ended up in the retailer's or wholesaler's pocket as often as it did the smoker's, the company (See Cigarettes, E4) ~ W O N N ~ ~ O

By MARLENE M. BURGER staff auslness writer , cd: When a smoker sets a pack of his favorite Pcigarettes on the corporate board room ta- :bl•e or a honkytonk bar, he's making a state= ;ment about himself. It's called image, and =that's what cigarette marketing is all about, :manufacturers say. : r Camel brand, for instance, is for macho ._males. The sandy-haired, rugged man in Camel ads scales treacherous peaks and bat- tles ferocious white water. Vantage cigarette ads depict preppies. Salem ads show beautiful outdoorsy people .while Newport smokers are fun-loving young adults. •I{roger Cost Cutters and other grocery brands appeal to pocketbooks instead of egos. 'North Carolina, strong in tobacco produc- tion and manufacturing, has been enriched through the success of image-oriented ciga- rette promotions. The technique is called market segmentation. But with 200 different cigarettes sold in America, is there room for more? You bet. - The good life - that's what three new- comers' ads suggest. They are Players, Sat- in and Benson & Hedges Deluxe. The outlet shopper, too, will be targeted with a new- comer. It's called Century and its per-unit cut-rate pricing is creating industry atten- tion. A carton of Century contains 225 ciga- rettes but costs the same as a traditional . 200-smoke carton. A fifth entrant, Bright, breaks new ground with its maker, R.J. Rey`tolds To- bacco Co., claiming a"just brusned your teeth" sensation. • "The cigarette industry is entering an entirely new method of selling cigarettes. It's moving toward a very strong market segmentation based upon image and price," said Roy Burry of Kidder, Peabody & Co., New York. "Players and Satin and Benson & Hedges Deluxe are the Cadillacs and the Lincolns of the industry," Burry says. "Marlboro and Winston - call them the Mercurys and Buicks. Century will be the Chevrolets and the Fords." Competition for market share is red hot. That's because the number of smokers is not growing. In fact, it may be shrinHng, ac- cording to Reynolds. Even one share point - a 100th of total domestic cigarette sales - translates into about $150 million in sales. So cigarette makers work overtime in the search of un- served markets, even tiny ones. +++ The three new luxury brands are pack- aged elegantly. Enveloped in silver and gold metallic pa- per is Benson & Hedges Deluxe Ultra Lights, which Philip Morris USA announced a year ago. It's got a 1 percent market share JUN 12 l.rj';' Bu .e~-LtFs I Image - - t1301 793 in its first year, a fine showing. Golden lettering over ebony makes Play- ers, also by Phillip Morris, distinctive. It went national in April. Satin cigarettes, made by Lorillard, come ' in a rich satin-finish pack. They debuted in January. . 1 Advertising to back up the luxury-image ' brands reinforces the good life image. That , doesn't mean, however, that a smoker's life- style necessarily mirrors the image of his , cigarette brand. Tom H. Mau, vice presi- • dent of advertising for Lorilla_ rd describes : the Satin smoker: "She likes to relax, or wants to find the time to relax_ She enjoys - or would like to enjoy - some of the nicer things." Image-oriented marketing began with the Marlboro man -- rugged, handsome and outdoorsy - when cigarette advertisements were banned from television in 1968 and re- legated to print media. The jingles that used to beckon smokers didn't translate well to the printed page. The Marlboro mar. and all he connotes did. Value-conscious smokers may be a new segment in the United States, but the seg- ment was established in Europe decades ago. It started here with generic cigarettes av- . ailable only at grocery stores with minimal to no advertising and a lower price tag. Generics now command 2_5 share points -'a lot more than was predicted when they ui~Zc:r;,30R0 DAILY Nr1'•/S A11D RECDRD G„2r:NSa0R0, N.C. SUNDAY 11J,i0~ ~

SPRINGFIELD, MASS. UNION D. 72,469 ~"~.-~ FEB 76 1983 lJnioa Pbuto by Jobw Sneboekt New brand introducedl Shown setting up displays for P. Lorillard Co.'s newest cigarette, Satin, at the Lorillard regional office in Springfield, are, from left, Terry Waida, sales representative, Nancy Haley, sales representative, and Alan Dudley, division manager. G'7 N YwA

Agencies Woo Post- Feminist Woman ~PR ~_,1 ---r1 ~i~ (Continuedfrom page 17) say Wagner talking about her "soft side." Through its publication, Monitor, the re- search firm of Yankelovich, Skelly and White has been tracking women's attitudes for 13 years, and vice president Anne Clur- man says that the findings show that women "now feel that it's O. K. to dress up and wear evening clothes. It's not seen as inconsis- the Return to Romance) (Next week: The Marketinq Rationale for ~ New Max Factor fragrance: incurably romantlc. tent." Clurman expresses what seems to be a general postfeminist social view: The "re- turn to romance" is possible only because the early phase of the women's movement has been completed. "We've found that in com- paring their lives to where they were 10 years ago, women have made great strides. Now they are secure enough in their accom- plishments to know that they don't have to play down the differences between men and , women_ It has allowed them to reconsider ! some of the more traditional aspects of being a woman." She feels assured that "the pen- dulurn never goes back the same way." Judith Langer, head of the research firm bearing her name, agrees with this view. : "They're not going back to the fifties," she says, citing the results of a study she did for Silhouette books. "What we're hearing from women is that they would like to have .a softerr image of themselves and more ro- mance in their relationships, but it is sort of a soft strength. There isn't a backlash. They feel assured that work is part of their lives, but not everyone wants to be a ceo; not ev-, eryone is aiming for the top. But this is be- coming true of men, too." Langer mentions the Lindsay Wagner Jergen's lotion spot as a personification of this point of view. "Lindsay Wagner talking about her `soft side,' " she said. "She was the ~ bionic woman!"

~ ~.J BACK STAGE NEW YORY, N.Y. ; W. 25,000 66V~~~~_ ` APR 8 1983 I RCactiffig Your Customers With Romance By Art Ross r`'- . Director Creative Services Executive Vice President Weiss & Geller, Inc. Romance is alive and well and making a big comeback this yearl In the re- cent tv mini-series, "The Winds of War," romance takes World War II and makes it a sexy backdrop for a variety of cavorting American couples. In the just released movie, "High Road to China," Tom Selleck (a former Revlon tv spokesman) creates a 1930's and 40's romantic filnt adventure throwback recreating the sexy dash of a Clark Gable to Bess Armstrong's boyish-buddy- would-be-lover as usually played by Jean Arthur in films of that earlier era. Meanwhile, in the literary world, Harlequin novels are steaming up the ladies' locker rooms from coast-to-coast with their Gothic persuasions. On tv, of course, we have a generous lathering of romantic soap operas creating a new daytime dalliance renaissance for lovers qf bed-hopping intrigues and bit- chery. So in this year of recession, conservatism, and Herpes, romance has staged a massive and joyful resurgence! It is, therefore, no surprise that romance is now creeping back into tv com- mercials as well. The tough self-assertive woman is still with us, but her screen person is softening. Revlon, one of the smartest advertising trendsetters, has been modifying its ads for Charlie over the past seven ycars, taking her out of casual slacks, and adding a love interest in 1979, whilst recently showing her bestowing an innocent kiss on her beau. Sanford Buchsbaum, Revlon's ex- ecutive vp/worldwide advertising, says: "To keep a brand vital, it has to change with the times. If you wore pants for five years, you might suddenly want to try something flouncy." Interestingly, while Charlie is still number one in sales world-wide, sales have declined recently and agency changes have been made to bolster the brand_ At the same time, sales of Jonrure, Revlon's number two brand, have remained very strong. The Jonture advertising, ac- cording to I3uchsbaum, can be characterized as "eternal romance," eternal summer, more towards fantasy." The central image is always one of a woman in a filmy dress slumped on the bare back of a pure-white horse, traditionally the symbol of male potency. By the way, our own tv campaign for Chantpale Malr Liquor recently, cap- turing a romantic couple moving through surf on horseback, did a tremen- dous selling jo6r that brand in a tough competitive marketplace. Turning to magazines, L_ illard's Salin cigarettes in now tapping into the female need for feminity (as welf as self-assertion. ) Women in focus groups exposed to the idea of many differenct types of cigarette packages simply went wild over the con- cept of the cigarette with a satin filter. Now that wornen are more secure and succcssful, they can afford to manifest their softer, more romantic side_ Camille Staciva calls the current trend among women "The desire to have it all," as Helen Gurlcy Brown's newest book put it- "Having it all." according to Staciva, means having'•Competence and determination that coexist with a softer side_". Max Faetor is also currently riding the romantic crest. Its "Le Jardin de Max Factor" fragance ads on iv are really racking up sales. British actress Jane Seymour, as spokeswoman pokeswoman for the firm, asserts in these messages that this product is~the incurably romantic fragrance." Likewise, the new tv cam- paign for ler,¢en's lotion depicting actress Lindsey Wagner talking about her "soft side." Ironically, it was this same Lindsey 'vti'agner who until now played thc role of the Bionic Woman on tv, one tough macho-fcmirt.ine lady! Vice President Ann Clurman of the well-known research firm, Yankelovich, Skelly and White, expresses what appears to be a general post-feminist social view; "The return to romance is possible only because the early phase of the woman's movement has,been completed. We've found that in comparing i Continued on page 21 A6VJEEK Nc:;; YORK, N.Y. Easterrt Edition IY. 18,000 In a marketplace already saturated with low•- I tar brands, Lorillard is launching its latest en- try in that' category-Satin regltlar and menthol l00s-by emphusizing the cigarette's "point" of difference: a satin filter tip that it hopes will appeal to women smokers of all ages. Satin will he introduced nationally in early February via an advertising campaign by bI(7A Advertising, New York, that carries the theme, "Spoil youe-self with Satin." There will be 4iC: suls one to four pages long in nation- al magazines, along Nvith heavy aupport in Sunday supplements, he%a-spapees and out- door media. q. 0

BACK S'tAGE NEW YORK, N.Y. W. 25 000 o AP R 8 1983 I Reacilhg Your Customers With Romance By Art Ross -3 ' 'LL ~,-, `= Director Creative Services Executive Vice President Weiss & Geller, Inc. Romance is alive and well and making a big comeback this year! In the re- cent tv mini-series, "The Winds of War," romance takes World War II and makes it a sexy backdrop for a variety of cavorting American couples. In the just released movie, "High Road to China," Tom Selleck (a former Revlon tv spokesman) creates a 1930's and 40's romantic film adventure throwback recreating the sexy dash of a Clark Gable to Bess Armstrong's boyish-buddy- would-be-lover as usually played by Jean Arthur in films of that earlier era. Meanwhile, in the literary world, Harlequin novels are steaming up the ladies' locker rooms from coast-to-coast with their Gothic persuasions. On tv, of course, we have a generous lathering of romantic soap operas creating a new daytime dalliance renaissance for lovers of bed-hopping intrigues and bit- ~_ chery_ So in this year of recession, conservatism, and Herpes, romance has staged a massive and joyful resurgence! It is, therefore, no surprise that romance is now creeping back into tv corn- mercials mercials as weil_ The tough self-assertive woman is still with us, but her screen person is softening. Revlon, one of the smartest advertising trendsetters, has been modifying its ads for Charlie over the past seven years, taking her out of ~ casual slacks, and adding a love interest in 1979, whilst rccently showing her J bestowing an innocent kiss on her beau. Sanford Buchsbaum, Revlon's ex- r~e ecutive vp/worldwide advertising, says: "To keep a brand vital, it has to change with the times. If you wore pants for five years, you might suddenly want to try something flouncy-" Interestingly, while Charlie is still number one in sales world-wide, sales have declined recently and agency changes havc been made to bolster the brand. At the same time, sales of Jonterre. Revlon's number two brand, have remained very strong- The Jonture advertising, ac- cording to Buchsbaum, can be characterized as "eternal romance," eternal summer, more towards fantasy." The central image Ig always one of a woman in a filmy dress slumped on the bare back of a pure-white horse, traditionally the symbol of male potency. By the way, our own tv campaign for Charnpale Malt Liquor recem ly, cap- turing a romantic couple moving through surf on horseback• did a tremen- dous selling jo6r that brand in a tough competitive marketplace. Turning to magazines, L illard's Satin cigarettes in now tapping into the female need for feminity (a`s e 1as self-assertion:) Women in focus groups exposed to the idea of many differenct types of cigarette packages simply went wild over the con- ~ cept of the cigarette with a satin filter. Now that women are rnore secure and successful, they can afford to manifest their softer, more romantic side. Camille Staciva calls the current trend among women "The desire to have it all," as Helen Gurley Brown's newest hook put it. "I Iaving it all." according to Staciva, means having "Competence and determination that coexist with a softer side."r Max Fac~or is also currently riding the romantic crest. Its "Le Jardin de Max Factor" fragance ads on tv are really racking up sales. British actress Jane Seymour, as spokeswoman for the firm, asserts in these messages that this product is "the incurably romantic fragrance-" Likewise• the new tv cam- paign for Jergerr's lotion depicting actress Lindsey Wagner talking about her "soft side." lronically, it was this same Lindsey Wagner who until now played thc role of the Bionic Woman on tv. one tough macho-fcmiryine lady! Vice President Ann Clurman of the well-known research firm• Yankelovich. Skelly and W hite, expresses what appears to be a general post-feminist social view: "The return to romance is possible only because the early phase of the . woman's movement has.been completed. We've found that in comparing i Conrinued on page 21 Au',JEEK Nc1t; YORK, N.Y. Eastern Edition Y/. 18,000 Lorillard's Luxury Line In a marketplace already saturated with low- tar brands, Lori_Ilard is launching its latest en- try in that category-Satin regular and menthol 10Us-by ernphasizing the cigarette's "point" of difference: a satin filter tip that it hopes will appeal to women smokers of all uges. Satin will be introduced nationally in early February vix an advertising campaign by I4ICA Advertising. New York, that carries the theme, "Spnil yourself with Satin." There will be 4/C ads one to four pages long in nation- al magazines, along with heavy suppnrt in Sunday aupplements, newspapers and out- door media_ w 0

I fCigarettes Go Upscale as Sales Go Downhill , ~ By Debbie Seaman. NEW YORK-Traditionally tobacco compa- nies have tried through advertising to entice smokers to switch brands, but now smokers are fighting rather than switching: They are smoking less. While the Lung Association might believe that the tobacco industry's declining sales figures reflect a growing trend toward health and fitness in America, hard dollars and cents may be the source of the cancer that is spreading through the business. A new federal tax forced cigarette prices up at the beginning of the year, and smokers seem reluctant to pay a dollar or more-as much as $1.25 a pack in a NEWS ANALYSIS vending machine in New York-for a pack of cigarettes. The higher price of cigarettes and the consequent suffering sales are forcing the tobacco industry to turn over a new leaf, and the cigarette companies' efforts to breathe new life into their business have rattled the marketplace. Although the to- bacco business normally builds by brand line extension, the industry is now looking to new products to haul it out of the sales slump. To fight the effects of the $1 price barrier, some companies are reportedly ezperi- menting with 12- and 25-unit pack- ages. The repercussions of the tobacco industry shakeup were felt by the ad industry when Camel and Barclay found new agencies (ADWEEK, May 9). Tobacco companies denied that slipping sales had anything to do with the upheaval, but it is no secret that the news is bad for the whole in- dustry. According to trade sources, first-quarter shipments from manu- facturers to wholesalers dropped 8.12 percent, and retail sales for the and this is where the role of advertising be- comes crucial. As an antidote to economic hard times, more than one tobacco company is offering smokers an opulent lifestyle or a sense of belonging to an elite group merely by association with it.~ brand. Take Benson & He.jges 100s, whose new ad campaign by We11= Rich Greene touts the Philip Morris brand a. "The Deluxe 100" and shows glamorous peol le in such upscale set- --•-SPOILYOURSELF ` ~z_-~WITH SATIN: A MCA's campaign for Satin (above) implies the cigarette will make you teel richer and part of the pampered elite. Wells Rich Greene's ads for Benson & Hedges YOOs emphasize the smoker's good taste_ industry decreased more than 10 percent. To reverse this decline, tobacco compa- nies are testing new consumer approaches by offering smokers more for their money, starting with more cigarettes in the pack. Philip Morris reportedly is getting ready to test a 25-unit pack for its brands, but the company denies these reports, adding that price wars have never been a part of the his- tory of the tobacco business. RJR is testing another way to reverse thc sales decline-a 12-unit pack to keep the price of a pack to tings as a black-tic theater event or a suite in a four-star hotel. The B&H smoker's good taste rather than the cigarette's is the focal point of this campaign. If the smoker can't afford a Gucci attache case, Players are an affordable substitute. less than one dollar at vending machines and It is significant that an existing brand has some over-the-counter sales outlets. put the emphasis on affluent lifestyle. But in Most strategies to lure smokers, howev- an industry where new brands are hot, even er, are less tangible than cigarette packs, more noteworthy is that the majority of '. C~I ~UtJWk;,- Midw~~09'~t1-L rvE~K~ y ~a„~QQ• ti1q y 1 ~ _I ~ ~~ B(i N~~~~r~x~r. r:! Eqjdloh yy is-0 pO kAy 16 1.983 ~ w Q 4++ INA CJ UT " f t

these are designed to enhance lifestyle_ The most recent launch is Philip Morris's Players brand, whose black, gold-embossed packaging conveys quality to the smoker and those around hiun. The average smoker these days may not; have the money to squander on a Gucci attach@ case, but that pack of Players can be a substitute status symbol. And, the smoker may reason, a $1 is a cheap price to pay for "success." This upscale image is reinforced by WRG's ads that declare "•Players go places," showing groups of WASP-y types with obviously full social schedules and the bucks and the clothes to go with them, "Play- ers" stands for the in-crowd, the elite, so what easier way to join this club than to smoke the brand? Lorillard's recent launch of Satin is aemaY oriented case in point. Advertising for cigarette brands tar- geted to women has tended to appeal to a woman's sense of freedom and/or individuality (Virginia Slims' "You've come a long way, Baby" and More's "Be More You") or to her sense of femininity (Salem Slim Lights' "One beautiful menthol"). Now MCA's ad campaign for Satin tells women to "Spoil yourself with Satin," using images such as that of a woman in her upscale home kicking off her shoes and enjoying a glass of wine with her smoke. The "satin" tip is the brand's ostensible point of dif- ference, but the message is similar to that of other brands: This cigarette will make you feel richer and more a part of the pampered elite, whether you really are or not. RJR's most recent launch of Bright reportedly has flopped be- cause smokers are turned off by the brand's pepperrninty variety of menthol taste. Now the tobacco com- pany apparently has realized that the way to a smoker's heart is via not his tastebuds but his desire for sta- tus: It is rumored to be developing an upscale brand-"Sterling"--to compete with Players. At the downscale end of the industry are generics, and those who always have sworn that image is the name of the game in selling cigarettes must be alarmed to see that, ac- cording to first-quarter figures, Liggett's less expensive "no-name" generic brands have showed a 48 percent sales jump. Is brand loyalty on the way out in these hard economic times? Will dollars-and-cents sense prevail over a smoker's desire to be one of The Beautiful People? Maybe smok- ers, going for the best of both worlds, will start displaying Players packs that they have filled with those nameless brands. 0 .J B~`@ n~~'F~~F~ h,F,6k~ y 8'sCoo Je ~ ., I'

NEWS RELE:ASE from LORILLAR[ I . LORILLARD CLOSING LEXINGTON FACILITY NEW YORK, July 12..,.Lorillard announced today that it would be closing its Lexington tobacco storage facility. The company explained that the continued operation of the Lex- ington storage fac_Llity, located on Price Road, is no longer needed to support manufacturing operations. According to Dewey R. Tedder, senior V.P. - Leaf and Support Services, "We will begin in the near future an orderly 'phase-out' of the Lexington operation by transferring the tobacco inventories to other Lorillard locations." Mr_ Tedder suggested that the company would actively assist the sixteen affected employees in securing other employment within the Lexington community. Tedder expects that the "phase-out" pro- cess will take several months. Lorillard, a division of Loew's Theaters, Inc., is headquarted in New York City, and manufactures Kent, Kent III, Kent Golden Lights, Satin, Newport, True, Triumph, Max 120's and Old Gold cigarettes. Principal manufacturing and processing facilities are located in Greensboro, N.C., Louisville, Ky., and Danville, i va. /1) 03011'797 z4: -Y- Uj a' - ~ I . , # " A. . *f#,__ta cr._Lr c G ~~~

MEIRO ED1T'ION LoulavHie, Ky., Sueday morofng, lune 1$ 19A3 a A 'Is the industry aiming its message at teens? By MIKE L1IfG rwn~flen rrea 1'iL4NINGION - Yau asy aave p g aollre] il the lael ame ypu were ' a'alemg at Gemaor or the ( .[e4 7. MYt Aptar all Weee yean, Amerka'e teensgan ale WII rmoe- J8. le lanl, tor Oealtel Ilme Ia recent yars, ®Btlag amnry eome aeg tiBe. atcudloe b oi oanuAl go.erB- otem MrvBY ot emohlog hehib. The Inoreue Ie depreetlng neva rou B that N gmerlran heeHh In the bbgozdoc, a pro/iie o/ Sen. WendeU For4 one the lobocco inAulryY most eftet• tive da/andere. nlena 41 AmePena y611th - tnClBd- Ihaadl thell aB119nCYlnp meb Ing Ile 12-m14 age grnup, rlen mgee aegun in Melate IMOe,were younB pmple are maet lltely to hete flnelly DaylnB Off. eP a lonNerm Lahit - IB oe the hW If IIY hed mnr /nr pn Ile ~~ `-~MTIVU ) ~ IW Wr the ~~inela MMafad n rAmpaelp that mBYe an7 aeH elg& fllW. 1feMhet mcy hhe It ar nnt- end their eWtl Lae at.Bya teen that thetr prodncl Ih made euluelvely Eor aduNa - the Btlan enamrnlo praspertry o1 IhN1 muchmsllgned tehy Ilee In the heelth hehim n/ ya hlgh IrAaol atudeale. A CnurkeMournol mudy nt elge• xae edverlieing prBcuces haa lonng ladksllun5 Ihnl Arneekea Iten• agem are heln' targeted tor The emotrng BoNL- Nul the eeldenn 8 hBeed lergey on 8 fuhJBttIW i~lyBle ot Wverlla Io5 rnDelgm and femplug pne tltts In the Induelry, The fact IS 1n91, BBa yeen al See 15 THE WE 14 eN. l, IYY aK11ea 11.a aMae. y Mr *ry pllw Mha eetMClbaa B1 aa a1• ~1~N~ ~rl, Itie9 , m~. BW Ihal daw'1 meu IIle alO. cqne EoAng or aegoed. ~ '" The al[ rnBJnr Met1Ga IopaCro so did the advertisin~ a'g ~~ "` rc ~" eomp.ier apane a loml el mote _ gYMIBEIING Todgy'aelpraheedvert6temeab IlueilMlboearhyeertopAmole Cwr'•J~./omm~+r etee eleBr at ewarWeleg. Welb IhNr more lllap 2M IeelgalEt WASHINGTGN - TAe peBple anorn peaple are aever uaed Ba ~ode Matitl aoalyaa estlmek Smla dave~mmeMe IBng «og ~ n~ Y~uan~ mwho ch s~e m~ode~l Oub $real dllit°o wxylluuY INr¢ No longer do mey promole ehelr tle Bonhley - hBVe BBd canlfBCla ~e I 6e1 enAd' Lrand'f heellh hee1111 vl1h auh rllh rlgeretee 6rms unoded pe- Nd Irlg agq 11. lnuWttbheaed Bloguml Be "Nd a tou~ In B nr• teu9e d IMa oeervtleedry wtuB.- Braa910.'lllumeo6 ToaBttu Cafp mae" and 'hW e Docton Smn1e The tnmpeakr donY renl to Jeop- ~I ~~~~anglY H1rtIBy Came]a" ardae me hBndaatl ettltuna me gov- bd ImK.d al glvmg a.a And you deo't eee vuh «lehrtty emmeal genenliy' hm hem [aver0 yff" endmfemeets Ba Beeeld BeeganY glNr edvealleemenlb In recent an" peft Broal / Wlllla~~~ppp''' daYn tn a]ISM ad teat oe eenl BII Pearn Crlebrlty erNOrtemeolB Bad ~°et°d Me teduBlry hy tlGnl a/ hii rrkads a oatlup ul CheNerBelda odeetlhemenm gears9 IorreN leon . ~ u Tb r8 lor Mtlamea agen end noasmaien oyhlprech PAGE lt aN. L IW aa. .

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03011804 t

Blue noon I By MIKE HINO . twrlwJwnuI71M1 wrlM Basic changes WASHINGTON - Even It all in marl~eting ~ ette advertising were re- moved from the aetkM's newspa• penr, magazines, blllboards and buees Ivmorrow, Americans prob. could avert abiy would contlnue to smoke bH lions of cigarettes each year. ~ In several Eastero European tY1~1 1.~+ 1.ri1countries where cigarette adverlts- i~i{,e`ol 1 Q ol ill ing is forbidden, consumption hns J not dropped appreciably. In fact, consumption Is on the rise In some nalions with advertising bane. No ooe In Washington lsserlous- ly saggesting that cigarette adver• tising he banned. Besides the obvious First Arnendnr8nt impllcaUons of such a auggesHoo, Congress le not Ilkely to approve such drastic action agalnst the marketing pradicea of an entirely legal product So how w!H Washington deal with INs classlc public policy ques• tion, whlch pits the health of mil- f liane of Americans agaiaYt the lh• terests o1 oae o1 the hehon'e oldest and - h terms of lex revenues - most Imporlaot Indusirles? The first due could come this year when Congress considers a proptsal to require cigarette com- panies to put toughor health-warn• ing labels on cigarette packs and on thelv ads. The current label has become rrorn out and Is being generally ig• nored, health groups Insiat, and the time has come for We American public to be reedursted hboof the links b"een amolring and dis. easa. I1 Congreae were to approve such legfslation, it would be a clear elgn that the Industry'e pow- erful poslHoq In PlaslringWa could be on the wane. And even if the Industry tollowe Its usaal pettern of suggesting a voluntary compromise - belore any corgresslooall action - It See BASIC PAGE * at 1, thle aeeWn MM„1 wolhw swrk. . . . tailSVHiE rrea - MatW wrr,r and.An. todcy. YMIy wnny mawera., dlk n dwnn af elxmoan eH.dw- qaRS. HWk bwl dvys, uppr BOt Iar w~u, r~dear I(ENtUChY - Mmrly wmf rodoy, rkk sipbt r.hmn ol oAwnoo.lAundm nomn wM. PonFr dwdr tmipbl riih rhmn ol Mmnderdonns wesl. Pan1y. wry kmarow wkh dwiKe d afMr rcon Ik~YdeNOrmi. Hphr balh dcys, . upprt aDQ. tovn bnpM. 60L Hlqh r.Wrdor, 9B, low, 61. . Y.er aqo yedudor: Hipk, BD; iaw. dt. Sam Nira, &.19 EDT; mh. 90. Moem.Riwt. P.S~ an. Yf.mMr nrap aed dndb, /eDe C l2 INSIDE Awmt ............... B 5-! CIsuNHd ada ....... C 6-10 Comics ............... C 11 aeatha ........... ......C e Dinrenalan paye .... . .. A 7 Marketplaa ......... B a11 t)pNrlon pepe ........... A 0 Peop/. ........... A 2 Rec4ig uwls .......... C 5 Efrow tdoek .......... 67 Sparls ....,...... .... C 1•5 N, f>tdla ............... B II

Some say candy and cigarettes don't mix I By 1NIIIE 1[INd eNwMrJwnY SHtl weat WASAINGTON - Blu Srark's late father siarted the Howard B. Stark candy company la the gtue 11Lscon5la village of Pewaukee several decedes ago. The com- pany's best Ilem over the years has been small, heartsheped sugar pieces with suck memagek as "Love You" on them. They're big around Yalentlne's Qay, Stark says. But for years Stark's company ha5 produced anather product - candy cigareltrs. The ones pro- duced by Stark are packaged in cardboard boxes that look identi- cel to real cigarette brands, urclud- log Tareylon, Pall Mall and others. In fact they are somelimd mis- takea for the real thing. "IfJds seem to llke them," Stark sald of the thin sugar pteces In the pecka "I don'I ILiak they're harnr f¢I to enyooe. We wouldn't eeU them If we thought they were." Stark Iso't the only company that produces candy cigarettes In look-alike packaging About a hall- doten hrms are Ibatght to market candy or "novelty" toy clgarettes, but none Is as poPulnr now as they oace were, Start sald. In addltfon to the sugar kIM, there are chocolate cigarettes, bubble-gum cigars and toy cig& rehes 11ged with powder Ihat chp- dren can buy and pretend to smoke by blowing on one end. The candy cigarette business has never been a major one, Stark said. But his company markets the product In all 50 slatea "We don't rely on them for our edstencc, twt theyYe been around for years," he said. Some critics of the cigarette In- dustry suggest that the extstence of candy cigarettes demoASlmtes how Ihe tnduatry can reach young pea pie at a very early age and gel them Ittterested in the smoking habit. Why else, lhey sek, would com- panies so easlly be able to skirt the osual trademark laws that would prohibit them frah using identical packaging, Cigarette spokesmen eay they resent such charges. When trademark violations are dtscovered, action Is taken, they claim. David B. Flshel of the R.J, Reynolds Tobacco Co. wrote to the New Eng[and Journal or Medidne to reply to a physiclan who elalrned that clgarette lirms aren't dotag enough to stop candy compa- ales from using their brand namev. Flslel said that his compaoy's legal depertmenl has Invesbgeted wch complaints and that, in most cases, II has been able to persuade them to change Ihelr packaging. Clgarette smoking Is an adult practice, Flshel sald, and the to- haooo Industry has a longstsnding posllion that ehlldren should not /moke. But m the more than 40 yearg Stark's company bas been produc- ing candy cigarettes and packaging them with popular cigarette brend names, u has never bcea threat- ened vrlth a lawtuit. `We've never even spoken wlth There's not much difference between a package of Tareyton candy cigarettes, at left, and the real thing. e cigarette eompany about it, to the best of my kaowledge;' Slark said. "AS far as I kaow, there has never been a legal paoblem." II candy companles coMinue to market such producls, the Federal Trade Commlsslon may be asked to force them to include the health-weroing label on thelr can- dY packages, critics say. That's because they consider the. candy packages another form of edvertising. Stark sald hts company consid- ered dropping the candy cigarette line when publiclty about ttie health effects ol cigarette smoking was widespread In the mld-1g60s. '"We didn't want to do anything that wouid contrihute to kids IaR- Ing up smoking," Stark said. The campaoy bhed a team of psychiatrists and psychologists to Itudy the relaltaoshIp between Ihe use of candy cigarettes by ehlldren and the chaocea that they would take up the smoking habit later. There was no real correlation be- tween the ewo, he sefd. "We were convlnced that pleY- Iog up a candy cigarette as a I- year-old was not going to lead to smoking as a i5-year4ld;" Stark said. Stark believes the eontroversy over candy cigarettes is overl blown. "I used a cap pistol when I was a kid," he said. '7 loved to play wlth il, but I haven't shot anybody with a real gun since I've become an adult. We're mt In the business of encouraging pmoking here."

;E 31 RSDAY, JUNE 30, 1983 'HE WALL STREET JOURNAL. © 1983 Dow Jones & compriny, Inc ifll RrRhts Reserved Giving Smokers Added Value Is Tobacco Firms' Latest Idea By MAxcafeEr LoeB S1qfjReporteruJ T,,,.-M'w,-,. Srxxsr Joux.r+w T .- HE NATION'S 53 MILLION smokers already have 214 styles of cigarettes to choose from, varying by flavor, tar, length, package and the images conjured up in more than $1.5 billion of advertising yearly. Nevertheless, tobacco marketers have yet to run out of ideas to push on prospective customers. The industry's latest brainstorm, following years of promoting brands with less tar, is to sell more value. Value, however, is de- fined quite differently by R.J. Reynolds and Philip Morris, each of which controls one-third of the $17 billion market. Value, Reynolds says, is giving smokers more cigarettes in a pack. To attract what it calls the "smart sbopper," Reynolds is bring- ing out Century, a brand that offers a carton of 225 cigarettes for the price of a normal carton of 200. Each Century has slightly less tobacco than a conventional cigarette, though. Philip Morris says it too wants to give ~ buyers more for their money but apparently doesn't believe that's as simple as giving them more smokes at no extra charge. "In econom- ically hard times, we're adding something of value in the form of a very distinguished box," explains a spokesman at Philip Morris. Its latest introductions are Benson & Hedges 100's DeLuxe Ultra Lights, which come in a silver box with gold trim, and Players, in a black box with gold lettering. L RILLAR ALSO DEFINES value in terms of imagery, rat er an substance. It recently introduced atin cigarettes as "an affordable- luxury" for women. Like e two new Philip Morris products, §aft has 20 cigarettes in a pack and sells for the same price as other brands. "Players and &Uyp express value in a way," says James John- ston, a Reynolds executive vice president. "The issue is: Do consum- ers want fancier packages or more cigarettes?" Although Reynolds says it thinks the latter, the company may be hedging its bets. Trade sources say Reynolds is preparing for the possible introduction of Sterling, a rival for Philip Morris's Players. And if the 25-cigarette Century proves successful, competitors doubt- less will copy it- Reynolds also is testing a lower-price, 12-cigarette pack, sold primarily through vending machines. Generally, though, U.S. tobacco marketers have been loath to tamper with industry practice of selling all their brands for the same price. Some tobacco executives predict that attitudes could change here soon. Overseas, so-called luxury cigarettes command higher prices, and brands that have little or no advertising sell for less than standard packs. "We're the last country in the world not to have price and packaging segmentation," says John C. Maxwell Jr., a tobacco ana- lyst at Lehman Brothers Kuhn Loeb. "Most countries have five, six or seven price and package segments. Now that we're getting up to 80 cents or $1 a pack, we can do some of this too." i C IGARETTE COMPANIES are paying so much attention to U value, real or perceived, largely because the price of their product has jumped 35% in the past year. The chief reason: the doubling of federal excise taxes in January, the first in- crease in 30 years. Tobacco makers also may have been surprised by the success of lower-price generic cigarettes, introduced three years ago by Ug- gett & Myers, an industry also-ran. its no-name cigarettes now ac- count for between 2.5% and "3% of the U.S. market. A third reason for emphasizing value: Manufacturers may have gone as far as they can with "line extensions" of existing brand names. Marlboro now comes in six styles, Kool in 10 and aewnnrt in eight. The -proliferation reflects different tar levels, lengths and flav- ors, as well as manufacturers' conclusions that it costs less to add a variation to an existing brand than to popularize a new name. Introducing a major brand, says Reynolds, costs any cigarette company S80 million or more for advertising and promotion. In addi- tion to such traditional marketing techniques as coupons, free sam- ples handed out on street corners and two packs for the price of one, tobacco merchants increasingly are offering samples to smokers who call toll-free telephone numbers. For *9AQllar ran ads in People magazine and women's magazines vromisme c ers two free vacks and a satin nouch. Loril- I i I;" won't disclose results, but AIS 800 Report, a telephone-marcet- Ing newsletter, says the company received 1.3 million calls within 11 days. rillar 's original projection, the publication says. was 1.2 million calls in five weeks. 03011808 M ONEY ALONE won't make new products into winners, though. Brown & Williamson's low-tar Barclay, introduced with considerable expense in 1981, declined in sales in its second year. Still, cigarette marketers justify the risk of product introductions by pointing out that just 1% of the market is worth $170 million in revenue and that a new brand needs only a 0.5% share to be considered a success. One way to improve the odds is to rejuvenate a moribund brand. Reynolds has done that with Camel, and American Brands hopes to do the same with a filter version of Lucky Strike. The com- pany says that, as of the end of March, Lucky Strike accounted for 0.62% of the market in cities where it was distributed. Meanwhile, more new ideas are moving into test markets. Next month Liggett & Myers begins testing Superior and Dorado, which are aimed at areas with large Hispanic populations. K.V. Dey: president, says Liggett can't compete nationally with Reynolds and Philip Morris and instead plans to concentrate its resources in "the San Antonios, Miamis and New Yorks of the world."

• s`. nls up `~'~ . .+ Tobacco companies at a glance S.~ Tobacco 'in the o DaCCU..: 4 41~ ,-. ,~~~ : ~ USA Share of the • USA dgarette market in~ 1982 Efa N1:Sp AY,USA TODAY EfaN1:SpAY, JUNE 22: - 83 3B. YV G! er pac ; ~~ ~ 4X n hn 1-oeb Inc n ~+3' . FIa.•rlet C Jonnsen ', y Hrothers ' TODAY~¢ ~ ~»~ s tn the p~st few yeats menu .}- ..-8. F r•:~•t x...cturer~ treated existing ta , ~= It.J. Reynolds tnduetries inC ~ brands as ktature producb that they ~sltook the tobacco indushy last ,. didn't need all the cash onth when It brought out a ®enerated. Two newer markep m onth --wvmea and iowaar smokets ', eigsrette cslled Century. which wllt seti in 25•ci~rette packs ~-bel~n'to overflow wlth tar- • for tRe same price as 20 dW . ®eted bt~nds.lhe Cvst ot brinS ; , rettes of any other brand t_ing outtBdbew brands skyt+ocke[- ,(° ~2Le name Ceniury la partio- ed to million or more, be- ~rN aPProprlate for whatt cause mnrket share nad to be i, might turn out to be a new era, stolent~o m estabLLsned brand4- - • because uniform-size packs, .~- But 3ohn 5. Pickler of , "• like rldo prices, have been - Wheat.'.! 1~7tst r...ecurlties ~Inc the rule since the day Coluttt says tabacco compunles. ..big -~_'- bus found Native Americans 'gestpa~b1 em is what to do with ~; smoking tobaceo - 4a.~~!>~'* . While Wall Street Is Predict- Theq divet5Hled and tnaet of lag a prlce war will begin soon; . the blg oompanles still are de- - ;:tobecco manufacturers aren't . termlded to become less de- s listening. They.havee been. pendeilton clg8.rettes. ".Diver ` ' ~owing steadily for so long slNrntion.cvmes abaut becaase ~r' that most of their attention has therg§ no more iucrative thing Dlen focused on-what compa-thn, Yhose uttle white tube3," . " ;- ntes to buy wtth the consider- ,; says I~ehman tirp[t~ers' Maz- 'able profiffi ~nerated from 51 ; wC1Lj _ mlllion loyal USA. smokets. ~'S'~ F'lyr example, GrandMe[ -:' - Yet tobacco companie5 see U.S,~. Inc., the new name for e Century as the latest.in a serles Th L1gSett Group Inc., bst ot shock4: ~y :~$~ek» Y+•y,',•;;mopth . made a it26.1i million ~ 1/Cendtry fs'ihe t1r9t brand tCn(]er offer for achildtsre ~ ln 20 yeats consistently prioed ' colhPatU'. Some of Phlflp Mot• ,, ,.7ower than others. Tobaoco es rLsdn~'s marketing expertise is ,, ecuttvw are 9ccustomed to bat shdwing up at tfs subsldiary. G over ttiarket e Seven-Up Co. M`~. the analyatsivbo eam- . . ^~Federat in cigarette companies?'" FigareHes doubled to 16 [ents .' arenY gemng an adequate nr ;_ - -" R}n January.Manufagtaret8 In-qm on the money they put into ' bustneS9es say H wlll con- " .Cf'eased prlCeg 33 percent to SB ; '.percent in the year' eodea In ~ ue for the long run. ;.;lanuary 1l183. ltiet brought We , ` a Phe best thfng would be tor ~. dtt=lke tobacco companles to yceocon9{lmersoapac ~t tp tnast cides. me out and sey they wut not '~>'._•Finepy, the prise was-teo .. iveralty any further and -'e' v derJded ~ ,. itluch. For at least 10yeora a .ey to Gean up ; ;decUne in I>er.caPiffi ooasump•'; eir belance eheets and buy 1n ftm bad been oftset by an !n-j Htelr sfoclel, says tca- : LZ~se in >anokers_ ' But Itlm. PUn. a vice pt~sidentAllad at 161¢er~ rill ~, 'a ti~~q arterlot 1S 3 ttb y '~ ~ Reynolds is'Remphadli- ~ rst. k'ptut>Qed E:perls sny tlte de- tng tobacco. Jamos W. dWm- • ''6` q)ae will (gow to 3 peroemt to eEnn, executive vice president ,., ~. ~a cwn ihis yenr fnap~'~1 ~.ot Reynolds' tvbacco tinit, says .•: , t• Geaetic. or nobrnud, ~6- the compan y is bullding wnat ~,;aTettes have gained market' will be the latt factory lv1 .,ahare by coe~ting up to 30 per; .: the world and revamPin6 an' - ;' cent le~. Desplte more than i ;olher. t;apital tnvesnnent !s n[ billion spent annually to aevetal times'what it was for pwte btaads, genertcs have' .,ReynotdS cl$arette buslnes9. in Mast $300 mllllon in sales the past tive years. ..opt costly promotionA ~~ :f,.~•',T~~he new importance of elge- , Some In Con~ at`e . 'tette Prices and rnndlHons rtpe . pewtng efforts to make ~, for n Price war wlll caPture the -. rette labels a® torbieeing as tlmellght - and depress stock . phyyicians' ~D¢sk Refo,B„ce . prices - for the momenG Yet . p high school prlneipal's 1~ comPatltoxs say they don't plan . '-ture. A suggested warnittg: to come out with iar~e paclo or SurSeon General tu~s o- divoounts tn response to Centu- ~e~nReynoldsand termined cigarette smo8 rYaN'• :. causes IUng cancer and em Americsn Brands tnc. on Mon- ''sema and fs a ma~or ca ot day raLSed wholesale prices the heart dLyease.^ .: .: Yli equivalent of 3 cents aa pack. ^1'ne ind~hy ta Sne Htaelr ~ '•.The new pfand is a•gambte .~patettng to ~an~ng va~ltes, * 10r Reynolda as well, but Iohn-_ ; opaning a new rh..nn 1 In Mar- 9fnn h1sL4t9: "177is kind of dia ': kaHng, the Industry's ttadltion- ruptive petlod simply en- Ut Itad of Qs1ng hances the opp~rtuntq' . 1 srong point.nse itila(<e, Century's atttacaon is `~~~ .:-- "I'his Is tlie ftr9t pea 'tlting ..mars happened In the industt'y ' tn a belluva long t1me." says ' John C. Maxwell Jr. of Lehman L. . ~~ewtOPA

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