Document RpzGYRxqjVXbmqMv9Nme69417

FILE NAME: Smoking (SMOK) DATE: 1957 Aug DOC#: SMOK043 DOCUMENT DESCRIPTION: Reader's Digest Article - FilterTips That Really Filter ' ' . . . v , . . . . Mth y e in .. . V--:. ;. ij **r*i. * * & "::M x Li/ D ig e s t Ar t ic l e s o f l a s t in g in t s e ^ ^ ^ 5 s ^ c S i^ o f s 5 t a * wda ^ ' - S r w ? - 27 W anted-*,,* Avai/ah/e-FiUer-TipsThat R eallyFHto 3 Join Me in One of the New * Um ea Childbirth Under Hypnosis Pacjfic Northwest Stands on rts Own Feet W ; n ; . u 5 - l The Beautiful Thieves in M y House pc T ^ l* ? A v ^ T r d rT h a T eSted th eG rcatP U in s & 68 rne!SoTf00B a ^ r COUrElmS S a e S S E s a " * " ^ ^ f l s s i F 2 a s s a y : s He Makes the S t , Bloom ! ! . IV M0yWM o s r t r n r ^ e ^ a ^ L r a c t e r ` ' * k s s ^c S e N aonai ?ari" r z ? * " " H ^ S^ ff^ o d s v End o f^ e U n ? * GOO<S R : ; ;5 S 5 S Si te r /e/ie 138 Dick Emery Teaches Them from Hand m H d 7VeaSU' y " " 3 A New Look at Niagara F-Sa Cement: Man's M irarie MLy ' r The Wit and Wisdom of Charlie Wilson V`? Um m ? (^ ew esch els8 TM African Safari. New Style Secrets of the Sun * i c W * G/* J * " * " 196 ........................... E d w i n M u t t e r 200 Immortal Innocent .............................................................Holiday 206 The Heroic Fight for Jamestown . ! ! ^ e c o L X Th Sm all W om an . . . . A l a n B u r g e ss 86 UUUfeTn Th B e ? f 5^!,dicine' 13 -- ^ s to Ponder. 19 It Payysj ttoo Inncr`e"aJseb: Y?o' ur WordStPatow-er' .0 1-0S5h--owHmumenorAiInLU84niform, 136 Have You an Amusing Anecdote? 154 X " ' V-T ; 1V . 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 of me. "W hat 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!" -- DonoTMr Colo (X tteitt, N .f.) A n a t t r a c t iv e 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?" - O u t F. UlllCH (Brid/rfcrt, N it.) I n the midst o f a wedding rehearsal at the church, there was a stir as two girls and tw o sailors came in and looked around bewilderedly. T he 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 o f 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. T h e maids and ushers took their Elaces, and our bride's father offered is arm to the sailor's lady. As the organist played the "W edding March" the procession moved down the aisle. T h e soloist sang "Oh, Promise Me." Lacking rice and confetti, we did our best w ith 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, "W hat a wonderful story this will be to tell our children I" M aijoiis A, Dis (AtlUberw, M tst.) Reader/ contributions art solicited for this department'. See page t j 4 for infor mation concerning liberal rates o f pay m ent. Address Unknown ^ z a k E ditor: Recently I sent a brief item to Life in These United States and after it was mailed, remembered I had not included m y ad dress. 1 wrote at once to correct the error. N o w 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. T h e story wasn't very good anyway. (W e thinly th e foregoing letter is a classic, how ever, and w ould li\ e to pay th e contributor, but we ca n t read th e sig n a ture-- and there was no address on th is letter, eith erl -- T h e E d ito rs) I A R eader's D igest 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 [cigarette industry. Re3 search is guarded jealp o u sly . D evelopm ents im m ediately become highly classified " trade secrets." W nat goes into, or comes out of a cigarette is considered nobody's busi ness but the m anufacturer's. Q ues tioned about such matters, the aver age tobacco man either freezes up or explodes. W hen the Digest began investi- gating reports that it was possible 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 filters. However, reliable reports came from scientists in the tobacco indus try that belter filter-tips were prac- Ste "T h e facts Behind Filter` Tip Cigartu e t The Reader's Digest, fmtg, '57. sta'-'l confidentially that they had a; y smoked and tested stand;irVr .Kid cigarettes equipped with experimental filler-tip^, and lliat : these filter* gave iruicli higher tar| filtration a* well (s satisfactory to bacco flavor and nn easy draw. Then why weren't these improved fillers in colnmcrcial use? The most plausible answer was that smokefs thought all filters were alike, and those brands solely on a basis of taste. "T h e brands that sell best arc those with the least effective Idlers and the strongest tobacco," said one tobacco man. "T h at semis to be what the public wants, so that is what the public is getting. Im proved filtration might even be un profitable." W hile llvts explanation may lie valid, it still leaves the question 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, 'lh csc particles give tobacco smoke its chaiactcristic aroma and flavor. They also represent the stimulants, irritants and the suspected cancercausing agents responsible lor die fundamental tobacco-health prob lem. Effective filtration would remove (rum the smoke enough of these par- minimum, while passing along to (lie smoker enough of (hem to pro vide a flavorsome smoke. Where to draw the line is still uncertain. IJnl Dr. Ernest L. Wyntler of (lie SloanKettering Institute states that, (or practical purposes, a filter-lip ca pable of filtering out ,|o percent of the tar would lie a step in the right direction. (Assuming, of course, that the manufacturer does not defeat the purpose liy loading die cigarette with stronger tobacco.) "Such a filler-tip," Dr. W yndcr says, " placed on a irgulnr-sizc cig arette which normally yields 30 mil ligrams o f tar in its smoke, would reduce llie smoker's tar exposure to about 18 milligrams. A reduction to that, level, as j0130161V11:V` V, animal experiments and human statistical studies, would lie a significant re duction in cancer risk." 'l 'lic modern filter-tip is essentially a complex maze of microscopic traps or barriers 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 seek to stop. Otherwise, the. pat tides will slip through the interstices and defeat the purpose. O ne tobacco scientist offers this 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. o u t Utc spaces in a similar pile of ent ways to increase the y 'c- (cnee posts would probably lie small irnpping eUicicncy. 1 enough lo stop baseballs, ami yet In die cigarette factory, drfTnw large enough to let g o lf halls pass. is treated with a moist "sir.ing." Sim ilarly, a pile of jackstraws or shaped to a specified diameter, cut to o th p ic k s w o u ld p ro h ah ly trap into short plugs and fitted into the small heads. Reduce this principle to mouthpiece by die cigaiclte-maUim; the m icroscopic level and von have machinery. But, before this final the basic problem of smoke-particle processing, die cigarette make can filtration." (if IlC till roses) improve liltialien W hat material will provide such even more by incorporating in die a maze of microscopic "jackstraws" tow eel tain 'Tillers" devised by bis capable of blocking smoke particles own laboratory. so small that they arc measured in 1 lie best filter-tips now on die fractions of m icrons? After much market ate ingenious vaiiaiiens ot research, the most suitable substance combinations of these unlimited appears lo be a synthetic fiber -- possibilities. T h e least effective fil cellulose acetate. ters arc merely haphazard bundles With the exception of Titreylon of synthetic fillets. (which uses a special type of paper T he laboratory tests tcpm trd in impregnated with activated char 1 lie Reader's Digest last month coal), the filter-tips of the popular were nearly complete when wmd brands arc made from this same came from a reliable sntner in the basic material. Well over 95 percent tobacco industry that Lorillnul had of the cellulose acetate comes from not only developed a new (Iter-lip the same producer, Tennessee East for the 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 the ma report, then admitted that die new terial lo the cigarette factories in Kent would he on the mniket by 3 wide, soft ribbon called "tow." midsummer. After some objections, But Tennessee 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 the new type specifications. The synthetic fila (or testing by an independent la b o ments can he made in any specified ratory. Lorillnrd also agreed In tell degree of fineness or coarseness. how (lie new filter-tip was devel They can he packed tightly or loose oped. ly. They can be crimped, twisted, T he Kent ease is rnipmtant be packed parallel or at random. And cause (1) it spans tile modem fillet - even the 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' m technology; and (3) it (Jcm( les what a cigarette mak er canr accomplish if he is sincerely seeking an improved product rather than another advertising gim m ick. In 1951, uVo years before head lines linked cigarette sm oking with lung cancer, Lorillard's general sales manager, Lewis Gruber, sensed a grow ing public demand for a mild, filtered cigarette. A t 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. winch at that lim e 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 fiber material when he got what seemed like a lucky break. T h e 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 paida penalty for being a pioneer in filler-lip technology, flic original filler-tip proved too ef ficient to satisfy the taste of the 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 substantial seller (over 25 billion cigarettes last year). Tarcylon, Kent and Knot all sell well below the four-billion level. By con trast, Winston sold 34 billion ciga rettes in 1956. 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 o f Lorillard. (H e promptly cut K ent'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 "M icronite" filler * is made of fine cellulose acetate devel oped especiaiiy for Loriiiard by ie n nessee Eastman. W hile the Eastman laboratories in 'Icnnessce are the center of much hush-hush filler-lip research, Lorillard claims that this development is essentially its own. * "Micriimtc" i* a bnrillard trademark tint lias litiii applied (nail Krill filler-tips, rrgantIrss of their construction. Tlic cigarettes with tlie " hew exclusive m u:onite e ilte e " ( 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 hirCnmx of publication or the July issue. Perhaps as a result, when final in<|iiiries 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 wc 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 com pany claims, lies in the tiny natural fibers (so small that, to the naked eye, the stu ff looks like fine powder) added to the cel lulose-acetate tow after it reaches the Loriliard plant in Greensboro, N . C. T h e laboratory o f 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 D igest the follo w in g results: "K ent, king-size, w ith new irm*l.cr*-u.p, 23.4. i..m,1if1i!j._i_H_i_i_is.?wr i. _w_*_i-, -1.^ milligrams o f nicotine; Kenti regu lar size, w ith n ew filter-lip; 19.7 m illigram s of tar, 1.1 m illigram s o f nicotine." ^ T h is represents a 23 percent im provement in tar filtration over the K en t cigarettes tested and reported on in the July issue o f the Digest. 5 Compared with some of 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 'llireyton; 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 Old Gold. H Compared with regular-size unfillered brands, the new Kent regu lar-size yields 36 percent less tar than Cam el'and Old Gold; 37 percent lIe_ss t.h1.a.n L#uMcky Sftrti!ke: 40 percent itw uiiiii 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 wat 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.) THE READER'S DIGEST August it June 11157. (fie finnl report on die) American Cancer Society's ,| I'liiimi.li study o f the smoking liabiis o f Iftfl/HH.) inch 50 to 70 years ol<f presentetf e v id e n te o f w hat tlit- American Medical Association called "a spectacular relationship" between cigarette smoking and lung cancer, lint the icport also showed that rlciith rotes from oil come." comI'ln a l rise with die numher of d g a ieties smoked daily. The death rale from coronary artery disease teas 70 percent higher am ong cigarette smokers than among non smokers. T he suspect here is not tar Inti nico tine. While the new Kents, according to 1lie tests, give lite smoker from .to to 50 percent less nicotine than the other filter-tip brands tested, this re-, duet hut may still fall slum of the ideal. .Some medical authorities say dial (lie nicotine in the smoke from one cigarette may have to he reduced to about onc.-lialf a milligram belitre nicotines measurable effects on Ilie cardiovascular system arc decreased -significantly. H owever, there is still mud* o> lie learned about the exact role nicotine plays in the lobacco-lienlllt problem. The Study Group on Stnofdng and I ll-alili, which declared "scientific evidence establishes beyond reason able doubt" (hat cigarette smoking is a causative factor in lung cancer, also slated dial, "in the few reports available there is no convincing bio logical or clinical evidence to indi cate that smoking per .<rhas a causa tive role in cardiovascular disease." T he Study Group urged an cxtcni.gAi sivc reseat eh program to clarify the lelationship between smoking and heart and vascular diseases. Until this relationship is clarified, tin one can decide to what point the nico tine in tobacco smoke should be re duced. Meanwhile, we will be bearing a lot more about the filter-lips. In t>)55 the. Federal Trade Onumission quietly informed the tobacco indus try that it svas opposed to all health claims and comparisons of filler-tip efficiency "when it lias not been csiahlislurd by competent scientific p io o f. . . that die claim is tru e.. . ." The. industry fell into line. Lately there have been signs that die cigarette advcrtiseis arc growing restless. T h e Federal Trade C0111mission may soon lie facing a rash of new "claims" that it is powerless to deal w ith--except by prolonged litigation. Hccausc tobacco is not covered specifically by the Food and Drug Act, the Federal Trade Gm imission A ct, or any similar statute, die: F T C cannot seek a temporary iisjuuelKsn to suspend allcgcoly de ceptive or fraudulent advertising while die ease is still in litigation. Sonic of the Federal Trade (aimmission's legal actions against cigarctlc advertisers have dragged oil lor as long as five years; by the time a final verdict was handed down the advertising in question had become ancient history. 'Ib deal realistically with this prob lem, Congiess may nave to pass leg islation that will: '957 WANTiD-mTER-rirs T n .tr n r .iu .r h u t . i" 1. Requite the cigarette mamifnr- Uircr to stale on Inc label *>f each brand: "Laboratory tests have dclctinincd llial (lie average cigarette in tins package will contain in its main stream smoke -- mg. of tar. and -- litigatimi) die dissciv., .ymt <>i lidsc or mislrading nini maiion in con ncction svi li ilw adv'.iiising or s.-ll ing of any beami ni rigairllrs. i id i pi aci ical Iegli|;ii ixiis :it r- ni nv bei-ng ap|ilicd- (ini lv and ctfcctivr mg. of nicotine." (T h e 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 ards.) 2. Reunite lire mamiiactiuer to correct .the data on tire label when ever any change is made in the brand's tobacco, blending process or filler-tip construction. 3. Require tbc manufacturer to confine bis advertising claims for lv -- Io [oods, (lings, (miMrlio, aleu 1li il ie brvrragrs. !l:nmn:iUr fnluiis, CtC. Jobacco pi odili 11 ao- d r i d i link ed t" IIle pul'lii Inalili. And ilotobacco inibisti v bus a I--t11; ti-fi-i11 of d e e pii ve or ii i r'.|.iiii-,il.jf adiri tising. W liy ibis inibisti v shonld tv maio l'cyond die icadi of rlfr.iiv. HU'ilalinn is a ipii-siii.il tlial pio|> alily no olir l' Ut a (ol.acro man vvmuIiI umici labe to misu r i . So far as filtratimi is im irrn in l. piuper lahcling -- liackcd hy icalis caclt brand of cigarettes to state ments which be can support with tic cnlorccmcnt -- wmtld d ia - du line bclrvcrn filicr-lips ihai filici and competent scientific proof. 'I. Jinalilc llie federal Trade Com mission (or oilier federal agency) to seek a temporary injunction from tliosc timi aie nieielv monilipiei I hai. al leasl. u mild eual'lr die i u aicti.c sniokcr io la m a diat he ic geli ing th best p i o i c i li.in tliai a a federal court in order to slop promptly (and while Utc issue is in (ilici-tip can otTrr al die pirsmi lime. Perl and Petlinatf Bennett! N othing discouingrs mi am ateur pnrdcnrr lif e waii-hing his family cat his entire garden al one meal . . . T h e National T m \r | Assn elation of D enm ark! T h e official rate of tipping is t ? 1'; p c m n i. but i- pcrccut insures better service, which is u-hv most people e ' ' r" i- p'-niiu . . . French proved.!! C oil co ics; the duci.or scuds die bill K. Voting; You never can get murli of auytliing tlonc unless you go abend and d" ii before you are ready tnukcii-ii.E. if.i, . . . Sir Iletbcrt Brrtbnbin Tire: A committee should consist of three men. two of whom ate ab sen t. . . Tab- ' ing the negative in a debate on the proposition "C loth es M ake tbr M an." Gypsy Rose Lee declared that clothes wete really only a tool, then added: "B u t 1 m ust adm it the dress I have on. designed by C b atlrs fames, is more of a precision instrum ent" (iVw.wvr(|