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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 ,