Document B8npB88mDBKLnekQVgKz35yXk

FILE NAME: Smoking (SMOK) DATE: 1957 Aug DOC#: SMOK043 DOCUMENT DESCRIPTION: Reader's Digest Article - FilterTips That Really Filter ' ' --- ' .'--Vw:-*-: . . . . . V y is s fe C -su y ic '-i-irtay-rto Mth y e in .. ^ V--:. ' -*~Z ` * -*T*i. * ? < * L if X " D ig e s t Ar tic le s of lasting in tse^ ^ ^ 5 W s^ cSi^ o fs5 anted-and Ava./ad/e-F t a `wda iU er-T ip sT h ^ at '- Rea Slly rf S w2 ' ?- 27 3 Join Me in One of the New J * ' anW Childbirth Under Hypnosis Pacjfic Northwest Stands on Tts Own Feet - The Beautiful Thieves in M y House p c ' l T ^ ?- aS 'eSsSEsSaa"*y*M":cs ? f ^ S = s2 ^ V 1f 2T rdrThatTeStedtheGrcatPUins & 68 rne^oTf B a ^ r COUrElmS iT ^ JTM S He Makes the S t , Bloom ! ! . % M0yWM o s r t r n r ^ e ^ a ^ L r a c t e r ` ' US ^ c S e Nationai ^ H ^ S ^ ffth ^ o d s V :; : End of * e L i n f * GOOds R F !^ M t e U o Dick Emery Teaches Them from Hand S 5 rz ? *" =; tester /e/fe 138 7VeaSU' y " U 3 A New Look at Niagara F~!ls Cement: Man's MiraHe MLv ' w J r T Z T l V` f " 'I,n,f ^ ^ ^ e w i e s c h e ls8 The Wit and Wisdom* of Charlie Wilson TM African Safari. New Style * , c W * G/a ? darkness 196 Secrets of the Sun ............................. Immortal Innocent ......................................... M \ EdwHionlMidauytte2r06200 The Heroic Fight for Jamestown . ! ! 2} The SnuU W oman . . . . A lan Burgess 86 It P a U yYsJ UUfeT ttoo Inm n Th rae B W ?Ur ,^WMeo'drddiSctPaiontCw'-5e-r1.4301--0-5S3--h5o<HwusmmteoonrPAionInLUd8en4ri.fo1r9m, 136 Have You an Amusing Anecdote? 154 V-T ; 1 V . 4* THE READER'S DIGEST S tanding in line at the supermarket waiting for my order to be checked out, I was listening to the chatter of two women ahead o f me. "What are you getting with your green stamps? '' one asked. "Baby-sitters!" replied the other woman. "I pay 50 cents an hour and give the rest in stamps--they love it!" --Dohotmt Colo(Xttellt, N.f.) A n attractive young clerk was wait ing on us in the shoe store where my friend and her daughter were shop ping for sandals for that all-important first dance. One high-heeled pair was particularly becoming, and as the girl teetered up to the mirror in them she sighed, "These are beautiful--but do you think I could dance in them?" For an answer, the clerk extended his hand and said, "Shall we try?" -Out F. UlllCH (BrUiepcrt, Nit.) I n the midst of a wedding rehearsal at the church, there was a stir as two girls and two sailors came in and looked around bewilderedly. The min ister went to see what they wanted and then announced that he woujd have to be excused to perform the wedding ceremony for one of the couples. " They have come from Newport," he ex plained, "and the boys have to be back tonight because they are shipping out in the morning." "Just a minute," the father of our bride called out. "W e have a wedding party here--let's put it to use right away for this couple." Everyone jubilantly fell in with the idea. The maids and ushers took their Elaces, and our bride's father offered is arm to the sailor's lady. As the organist played the "Wedding March" the procession moved down the aisle. T he soloist sang " Oh, Promise Me." Lacking rice and confetti, we did our best with a shower of congratula tions and good wishes. As they dimbed into their car, I heard the starry-eyed bride say to her new husband, "What a wonderful story this will be to tell our children I" M aijoiis A, Dis (AtlUberw, Mtst.) R eader/ contributions art solicited for this department'. See page IJ4 fo r infor mation concerning liberal rates o f pay ment. Address Unknown <2 ) eax E ditor: Recently I sent a brief item to Life in These United States and after it was mailed, remembered I had not included my ad dress. 1 wrote at once to correct the error. N ow I realize I had written nothing in the second letter that would connect it with the first. Conse quently, I'm asking you to forget the whole thing. The story wasn't very good anyway. pay(Wthee tchoinnltyritbhuetofor,rebguotinwgelectatenr'tirseaadclathsseics,ighnoawteuvreer--, eanndd wthoeureldwlia\se ntoo address on this letter, eitherl --The Editors) I A Reader's Digest Report to Consumers WANTED --And Available-- Filter-Tips That Really Filter The Second of Two Articles By Lois Mattox Miller and James Monahan Based on Laboratory Tests of Filter-Tip Cigarettes Iecrecy is the rule in the gating reports that it was possible [cigarette industry. Re3 search is guarded jealp o u sly . Developm ents im m ediately become highly classified " trade secrets." Wnat goes into, or comes out of a cigarette is considered nobody's busi ness but the manufacturer's. Ques to manufacturci filter-tips more ef fective than those on the market, inquiries met with polite rebuffs. The cigarette companies professed to be engaged actively in filtration research; but they also declared that, thus far, research had produced nothing better than their present tioned about such matters, the aver filters. age tobacco man either freezes up or explodes. However, reliable reports came from scientists in the tobacco indus When the Digest began investi try that belter filter-tips were prac- Ste " T h e fa cts Behind fUt*r>Tip C i g a r e t t e s Th e Reader's Digest, fitly , '57. sip' -'I confidentially that they had a; y smoked and tested stand;irVr >,tand cigarettes equipped with experimental filler-tip^, and that : these filter* gave iruicli higher tar| filtration a* well its satisfactory to bacco flavor and nn easy draw. Then why weren't these improved fillers in coliimcrcia! use? The most plausible answer was that smokefs thought all filters were alike, and those brands solely on a basis of taste. "The brands that sell best arc those with the least effective Idlers and the strongest tobacco," said one tobacco man. "That semis to be what the public wants, so that is what die public is getting. Im proved filtration might even he un profitable." While lids explanation may lie valid, it still leaves the ipteslion whether smokers will persist in con sidering all filter-tips alike when they \nntv the facts--facts which have not been available until now. There is really no mystery about the filtration of cigarette smoke. An average puff of smoke from an unfillcrcd cigarette contains more than 12 billion tiny, spherical, semi-solid particles, mainly tar and nicotine, 'lhcsc particles give tobacco smoke its chniactcrisdc aroma and flavor. They also represent the stimulants, irritants and the suspected cnnccrcausing agents responsible for die fundamental tohacco-hcalth prob lem. Effective filtration would remove from the smoke enough of these par- minimum, while passing along to the smoker enough of (hem to pro vide a flavorsome smoke. Where to draw the line is still uncertain. IJul Dr. Ernest L. Wymlcr of the SloanKettering Institute states (hat, (or practical 'purposes, a filter-lip ca pable of filtering out ,|n percent of die tar would lie a step in the right direction. (Assuming, of course, that the manufacturer (iocs not defeat the purpose liy loading die cigarette with stronger tobacco.) "Such n filler-tip," Dr. Wyndcr says, " placed on a rrgulnr-sizc cig arette which normally yields 30 mil ligrams of tar in its smoke, would reduce llie smoker's tar exposure to about 18 milligrams. A reduction to that, level, as s0' 30161V11 , ( animal experiments and human statistical studies, would lie a significant re duction in cancer risk." The modern filter-tip is essentially a complex maze of microscopic traps or harriers designed to prevent the passage of a certain percentage of die smoke particles. T o do this effec tively, however, the filter must con tain some elements at. least as small as the tiny particles it srrl< to stop. Otherwise, the. pat tides will slip through the interstices and defeat the purpose. One tobacco scientist offers tills illustration: "Suppose you had a jumbled pile of telegraph poles. "You could drop baseballs into dial pile and a huge percentage of them might find their way through the intervening spaces to the bottom. out Hie spaces in a similar pile of ent ways to increase the p 'c- (cnee posts would probably lie small trapping cUicicncy. 1 enough lo stop baseballs, ami yet In the cigarette factory, Itri^iow large enough to let golf halls pass. is treated with a moist "sizing." Similarly, a pile of jackstraws or shaped to a specified diameter, cot toothpicks w ould prohahly trap into short plugs and fitted into tbc small trends. Reduce this principle to the microscopic level and von have mouthpiece machinery. b1y3mth, ebceigfoarteclteth-mis akfiiniiail; the basic problem of smoke-particle processing, the cigarette maker can filtration." (if he tin loses) improve liltialien What material will provide such cvctr more by incorporating in the a maze of microscopic "jackstraws" tow eel tain "fillers" devised I')' his capable of blocking smoke particles own laboratory. so small that they arc measured in The best filter-tips now on the fractions of microns? After much market ate ingenious vacations 01 research, the most suitable substance combinations of these unlimited appears lo be a synthetic fiber -- possibilities. The least effective fil cellulose acetate. ters arc merely haphazard bundles With the exception of 'lareylon of synthetic fibers. (which uses a special type of paper impregnated with activated char 1 Tbc laboratory tests lie Reader's Digest trpnitrd in last month coal), the filter-tips of the popular were nearly complete when word brands arc made from this same came from a reliable sotnee in the basic material. Well over 95 percent tobacco industry tlint Lorillnul bad of tbc cellulose acetate comes from not only developed a new filter-lip the same producer, lenncssec East for tbc Kent cigarette but was modi man (a subsidiary of Eastman K o fying machinery for immediate pro dak), located in Kingsport, Tenn. duction. Lorillnrd at first denied the Tennessee Eastman ships tbc ma report, then admitted that the new terial lo the cigarette factories in Kent would be on tbc mniket by 3 wide, soft ribbon called "tow." midsummer. After some objections, But 'tcimessec Eastman manufac the company finally agreed to pio- tures the cellulose acetate according . vidc product ion-line cigarettes (not to each cigarette company's own laboratory samples) of tbc new type specifications. The synthetic fila (or testing by an independent lalm- ments can be made in any specified rnlory. Lorillnrd also agreed lo tell degree of fineness or coarseness. bow (lie new filter-lip was (level- They can be packed tightly or loose oped. ly. They can be crimped, twisted, The Kent ease is important be packed parallel or at random. And cause (1) it spans the modem filter - even tbc finest hairlike filament can tip era limn 1951 to date; (2) it also be Jhaped or grooved in differ illustrates the problems and pitfalls '<if fill' ' < technology; and (3) it (Jcm( les what a cigarette mak er can accomplish if he is sincerely seeking an improved product rather than another advertising gimmick. In 1951, uVo years before head lines linked cigarette smoking with lung cancer, Lorillard's general sales manager, Lewis Gruber, sensed a growing public demand for a mild, filtered cigarette. At the lime, there were two filter-tips on the market: the original Parliament (since renamed Henson & Hedges), with a cardboard mouthpiece con taining a tuft of cotton; and Vice roy. which at that lime had a filler- tip made of treated crepe paper. Dr. Harris H. Parmcle, Lorillard's research director, had barely begun 1lie search for a more suitable filter material when he got what seemed like a lucky break. The Atomic Energy Commission declassified a technical report describing an aero sol filter containing crocidolite (a kind of bluish asbestos), which was used to remove radioactive particles from the air in A E C installations. Lorillard developed a filler-tip made of cotton fibers containing crocido- litc, and the Kent cigarette made its debut early in 1952. Hut Kent paid a penalty for being a pioneer in filler-tip technology, flic original filler-tip proved too ef ficient to satisfy lire taste of tire average smoker, and bad to Ire mod ified several times. Meanwhile, the battle of the filler-tins began in ear nest. Viceroy switched to cellulose acetate; Liggett & Myers introduced L& M , and Reynolds followed with Winston. Soon the tobacco counters were crowded with filler-tip brands. Ironically, of the four brands that made the best showing for tar filtra tion in the Digest tests published last month, only Viceroy lias be come a substantia! seller (over 25 billion cigarettes last year). Tarcylon, Kent and Knot all sell well below the four-billion level. Hy con trast, Winston sold 34 billion ciga rettes in 19511. Until last year, Kent was handi capped by its premium price. But Lorillard claims that (unlike some of its competitors) it steadfastly re sisted tiie temptation to bid for pop ular appeal by "spiking" the Kent blend with stronger tobacco. In August >956, Lewis Gruber, original sponsor of the embattled Kent, became president of Lorillard. j He promptly cut Kent's premium price to the popular level, and started production plans for the new Kent filler developed in Lorillard's research laboratory. Kent's new "Micronite" filler * is made of fine cellulose acetate devel oped especiaiiy for Loriiinrd by ien nessee Eastman. While the Eastman laboratories in 'Icnnessce are the center of much hush-hush filler-lip research, Lorillard claims that this development is essentially its own. * "Micrrtnilc" is a l-nrillard trademark tint lias liven applied (nail Kent filler-tips, regard less of llieir construction. Tlic cigarettes with tlie " hew e x c l u siv e m ic r o n it 'k f il t e r " ( so ' designated on the face of the package) went on the retail market early in July. B y devious means proofs of jlxc first Rentier's Digest article on | (is were obtained bv representatives of the tobacco industry well in hvrCnnce of publication or the July issue. Perhaps as a result, when final in<|tiiries were made prior to the preparation of this second article, there was a sudden and surprising interest among cigarette manufacturers in the production of better filter-tips. "For competitive reasons, I cannot disclose our plans in detail,'' wrote Paul M. Halm, president of The American Tobacco Co. "I can, however, tell you that our company is developing a completely new filler which c are planning to place on one of our brands in tne near future." The president of another co'mpany (name omitted by request) stated: "Confidentially, we do hope to have an improved filter-tip on the market by the end of the year." New filter-tips will lie tested, and compared whtn they appear on the retail market, and a report to consumers will appear in the Digest. T h e secret of the new tin's higher filtration, the company claims, lies in the tiny natural fibers (so small that, to the naked eye, the stuff looks like fine powder) added to the cel lulose-acetate tow after it reaches the Loriliard plant in Greensboro, N . C. The laboratory of Foster D . Snell, Inc., has made determinations of the tar and nicotine in the mainstream smoke o f the new cigarettes and lias reported to the Digest the following results: "Kent, king-size, with new irm*l.cr*-u.p, 23.4. i..m- iIifi!.j_ji_a_m__s.?irn. _w__i-, _1.} milligrams of nicotine; Kenti regu lar size, with new filter-lip; 19.7 milligrams of tar, 1.1 milligrams of nicotine." ^ Th is represents a 23 percent im provement in tar filtration over the K ent cigarettes tested and reported on in the July issue o f the Digest. I Compared witli some o f the filter-kings that ranked lowest, aver age, and high in tar (according to the Digest tests), the new Kent king yields 14 percent less tar than 'llirey- ton; 23 percent less than Viceroy; 28 percent less than VVinstnn: 32 percent less than Marlboro; jfi per cent less than Hit Parade: 39 percent less than L & M ; 40 percent less than Ol1d1 Gold. Compared with regular-size un- fillered brands, the new Kent regu lar-size yields 36 percent less tar than Camel'and Old Gold; 37 percent less I _i. t.h1.a.n Lucky # M Strike: fit 40 percent itw mini VviicMcmciu; 44 percent less than Philip Morris. The new Kent may not be the best filter-tip possible. (Loriliard says that research will continue, and that further improvement will be made if developments wni i ant.) lint it is a big step in the right direc tion. Perhaps competition will com pel other cigarette companies to seek filters even better, than the new Kent. (See box above.) TH U R EA DISK'S D IG E ST August tl /one 11157. (fie finnl report . mi die) American Cancer Society's ,| (month sillily of tlic smoking habiis of /88,fKK) mcli 50 lo 70 years oM presented cvicfcnet* o f what tlit- American Medical Association tailed "a spectacular relationship" cbaentwceere.n15cmigadreietteicspmoorikianlgsoanshdolwunedg that rlciith rates from all causes com/'ittcrl rise with die niunher of cigaicties smoked daily. The death rale from coronary artery disease teas 70 percent higher among cigarette smokers than among non smokers. The suspect here is not tar Inn nico tine. While the new Kents, according to the tests, give die smoker Irom .to to 50 percent less nicotine than (he other filter-lip brands tested, this re-, duct ion may still fall short of the ideal. .Some medical authorities say that the nicotine in the smoke from one cigarette may have In he reduced to nhmti. one-half a milligram before nicotine's mcastnahle effects on the cardiovascular system arc decreased -significantly. However, there is still imich to lie learned about the exact role nicotine plays in the tobacco-health problem. The Study Group on Smoking niul I li*nldi, which declared "scientific evidence establishes beyond reason able doubt" that cigarette smoking is a causative factor in lung cancer, also slated dial, "in the lew reports available there is 110 convincing bio logical or clinical evidence lo indi cate that smoking per sc has a causa tive role in cardiovascular disease." The Study Group urged an cxtcn(.gAJ sivc reseat eh program to clarify the lelationship liclwccn smoking and heart and vascular diseases. Until this relationship is clarified, no one ran decide to what point the nico tine in tobacco smoke should he re duced. Meanwhile, we will he hearing a lot. more about the filler-lips. In t>)55 the l*"cdcral Trade Oimmission quietly in (brined lhe tobacco indus try that it was opposed lo all health claims and comparisons of filler-dp efficiency "when it lias not been csiahlislurd by competent scientific p io o f. . . dial the claim is true.. . . " The industry fell into line. Lately there have been signs that the cigarette advcrtiscis arc growing restless. The Federal Trade G1111mission may soon lie lacing a rash of new "claims" that it is powerless to deal with--except by prolonged litigation. Hernuse tobacco is not covered specifically by the Fond and Drug Act, the Federal Trade Gunmission Act, or any similar statute, die F T C cannot seek a temporary injunction to suspend mlcgcuiy de ceptive or fraudulent advertising while the ease is still in litigation. Sonic of the Federal Trade Gjmmission's legal actions against cigarctlc advertisers have drugged oil lor as long as five years; by the time a final verdict was handed down the advertising in question had become ancient history. 'lb deal realistically with this prob lem, Congirss may have lo pass leg islation that will: '957 W .IN TKD -riLTER tll'S 1. Requite the cigarette mamifnc- Uircr to stale on Inc label *>f each brand: " Laboratory tests have deter - inincd llial (lie average cigarette in tins package will contain in its main stream smoke -- mg. of tar. and -- mg. of nicotine." (The same law should require the industry to stand ardize laboratory methods of de termining the contents o[ cigarette smoke, and to adhere to those stand ard2s..)Require lire manufacturer to correct .the data on tire label when ever any change is made in the brand's tobacco, blending process or 3filler-tip construction. . Require the manufacturer to confine bis advertising claims for each brand of cigarettes to state ments which he can support with 1 competent scientific proof. ' . Jlnablc the federal Trade Com mission (or oilier federal agency) to seek a temporary injunction from a federal court in order to stop promptly (and while llic issue is in TH .IT RF.IU .Y H U T . 1" litigation) tile d i s s o l v e ion of Ihlso or misleading inhumation in ,i>n nccti'in with tin- advti living nr sell ing of any luaml of rigairltrs. Snell praclical Irgiilaiions :nr n,mbeing applied fitii Iv and i-tfcctivilv --to foods, (lings, toonrtirs, alert liolic beveragrs. tlammalile Inhiits, CtC. lohacco pim huls ao- dinrll\ linked to the public lie.-dtli. And tintobacco illdnstiv lias a I--i11; if-(i-irI of deceptive or i| Ir-.pnii-.ibir ar|wt tisilig. Why this iuditsltv should to main beyond the icw li of rife* tit* iiunlalion is a tpi.siimi dial pio|> ably no one bill a tnhaci " man vv>.|dd imdctlakc to answer. So (nr as filtration is loncrnicd. proper labeling --barked by icalis tic enforcement --ivonld dtaw tin line, betwern filler-lips that filler and those that are inro lv nmmlipie*>< I hat. at least, u mild enable the t ig airti.c smoker to know that lie ic gelling the best pioin lion that a lillct-lip can otTer at the pirsmt time. Perl and Peilinaif ^^Dail Bennett: Nothing discouingcs an amateur pardenrr like svai.rlting his family cat his entire garden at one meal . .. The National Tm\r| Assn elation of Denmark: The official rate of tipping is n 1 ', pcinni. |.,u 1- pcrccnt insures belter service, which is whv most people e ' ' r' 1- p'-noio . . . French proved.!! God cotes; the doctor semis the bill K. Voting* You never can get much of anything done unless you go ahead am! ,|n it before you are ready (nnitciHHc. 1<>..*, imw....) . . . Sir Herbert Brrrhnhm Tire: A committee should consist of three men. two r f whom ate absent. . . Tak- ' ing the negative in a debate on the proposition "Clothes Make the Man." Gypsy Rose Lee declared that clothes wete really only a tool, thru added: "But I must admit the dress I have on. designed by Chatlrs fames, is more of a precision instrument" (Vw'rrvef)