Document XzyyKJ6mXawxwzBJxeJa4307R

FILE NAME: Kent (KNT) DATE: 1953 June DOC#: KNT020 DOCUMENT DESCRIPTION: Trade Journal Article - Kent Cigarettes - Sales Management, The Magazine of Marketing 3 Look at this test before you smoke another cigarette --^-*>: >**. : ru ?**--viiiVU'"su re twv\w.y r /adigvv | f i O O F A T PO IN T -O F-P U R C H A SE: A r ectni mgei*nt s p r u d pictured iiU im a n J. I. O 'H ir* Srkowing customers of the Davis Pharmacy in Ridgewood. N .J., how thay can reduce their intala ? o f tars and nicotine, by smoking Kents. Ali 400 LorilUrd salesmen double as "smoke testers." .W IN N IN G P A C K A G E : Fred Sergenien, art director ot Young & Rubicam points to tho-design : irlrcted from more than 40 packages developed tor Lorillerd's latest. Fifty names were , considered before Kent was selected. i lively sm all . . . but growing. I Between 1955 and 1952. while 11stj nation s population was rising 2 b 'r . t dom<-srtc ta\.|),ii,j consumption ot eigEJnctir. nearly quadrupled. Mom 112 i i0 a b billinn units. T o this total jt'arir, > types and brands arc eonthb- Hut whereas, two decades nun, brands--Camel. I.nekv Strike 1 bestetfield, in their present sales '--sold about S.V'r ni all eigar- >. these three today do about (>.Vr . Lewis ('ruber, vice-president and lPlcs direeror of !.orillard. reerntls , Jnh! the Xatirmal .M-oeiarum ol I n- i j?rrf.' I bsl rilnilins lb.II the average -'r- I,,,- now eaiaii-s f-f eigareMr brands. In three years the number ot brands selling more than eight billion units each 'annually has risen from seven to 12. Grubei noted that "with in the past sear alone, at least 10 new and fasr-growing brands Stave been put on the market by major cigarette producers." Some ni the- comers are king-size. In addition to the separate king-size brands, such as American 1obaeen's 1`all Mall, which now may rank iourth among all brands in unit sales, such "snmdaid-si/e" brands as Ches terfield. Philip .Morris and l.orillard s own t )ld ( odd have added the Imijv r version. In 1"52 king-size brands arc said to have sold 77 b:!iion uiTits, or almost 20ff o: me >:diisrry torn!. lly then niter-tip cigarettes nnu readied five billion units, o: i -3Cf- or total. But this year their share may reach pfc. In tact, tomorrow's best sellers mnv well be combined kmgsizc filter-tips. Alleged "filters" or one type and another nave beer, used here tor a generation or more. Bur tr.ey have progressed raster ;v. Eurooc. where or more brands are now said. In. Switzerland today hirers represent more than halt of aii cigarette sales. Only a dozen niter brands art nowbeing sold here. Until recently this held was dominated largely by Ben son 5: Hedges' ' Parliament and Brown & Williamson's Viceroy. (Benson & Hedges may soon be acquired by Philip Morris.) Some others are du Mauricr, Gem, Hale and the new LStM of Liggett & Myers, which uses a cellulose filter. Viceroy has become king size and Parliament is testing it. Thus far Kent has done well enough at "standard" 70 mm. length. In fact Kent is setting a new pace for all Lorillard products. Lorillard has a wide line. The 16 "leaders" are five cigarettes, four smoking tobaccos, three cigars and three chewing tobaccos. (No more snuff.) The widely-promoted prod ucts, however, are Old Gold, Em bassy and Kent cigarettes and Muriel cigars. Steadily, cigarettes take a larger share of the company's growing total. Of 5214.5 million volume in 1952, S 3fr--or 5178 million--was in cig arettes. In 1953 cigarettes may reach S7fr--or perhaps 5217 million of an over-all volume of 5250 million. The company reaches back to the year 1760. but it's leaders are plan ning for 1960. The atmosphere at 119 V e st 40th St.. Manhattan, may seem somewhat sedate. (.An ancienr cigar store Indian waits with you in the reception room on the executive floor.) But the men in the big offices step lively. In an annual ^ror/rrn report for 19=52. ?. T.orillard Co. told 28.00(1 BY LAWRENCE M. HUGHES 7S Thinkers and Doers in the Debuf of the New Kent: M A STER M IN D S O F " P R O J E C T 7-11": H erb trf A. Ktrvt (right) chtrman of lorillard's ltd the board of jtrategy in launching the eigaraHa. Othars, left to right, ara Frank Hooaw^ ejecutiva viee-prendent; Lewi Gruber, vica-praiidant and director of lalei, and WilfiS J. Halley, president. shareholders that sales of their prod ucts had risen 14% from 1951. Net profit, after taxes, was only $5.7 mil lion, yet this was 11% more than the $5.1 million of the year before. Last December 31, the shareholders owned assets of $160.S million-- the largest item of which was $110 million in inventories of leaf tobacco. (One evi dence of growing faith in ability to sell more volume tomorrow may be found in the tact that leaf tobacco inventories last year rose nearly $22 million, or about 60% faster than tile year before.) Working capital stood at $81.3 million. Earned sur plus reached a record $29.4 million. Over the pictures of 13 men ap pears the legend: "To manage wisely . . . to inspire steadily . . . to look ahead clearly: These precepts guide your board of directors in administenng the affairs of your company.'' All but three members of the pres ent board arc active executives of the company. Long I/orillnrd's leading spirit -- chairman for the last year, president for the previous decade-- is Herbert A. Kent. Others are W il liam J. Halley, president; Frank Hopewell, executive vice-president; the v-p's directing sales (Lewis d i i ' j b c r ) . m n n I m.- t u r i t ( J o s e p h J . Hlacknall), leaf purchases (Irvin II. Leak). and advertising ( AIden James) ; the directors nf research (Dr. Harris II. Parmelc), purchas ing ( Frederick M. Wnlson). and hi amt development (Harold 1'. Temple). In the Iasi two year.- nearly all oi these If! have inmnl up a much m two. Meanwhile, under President Halley, younger men are being added to management in various functions. From Chairman Kent down, Loriliard is snlcs-mindcd. Kent himself starred in sales. Three directors-- Hopewell. Gruber and Temple-- have concentrated on sales. All 10 play a part in strengthening older brands and launching new ones. Kent tells shareholders: "Through modern selling and merchandising methods, your management looks confidently to the future.'' The sales force is '`com posed of merchandising specialists . . . equipped to serve the best interests of 1.3 million retailers who handle our products. . . Advertising is a top managcnienr function. Because a substan tial expenditure is inv olved ( esti mated at more than 3e! million annu ally for all products) our hist care is to seet rhat it is invested wisely. . . Every major advertising mine, wlierrver.possible, is scientifically pretested under actual market conditions.'' Lorillord Moves Ahead A g a in s t an in d u s try d e clin e in vales nl sta u d a rd -si/.e cig a rette s in I 'lM , lie ieiuVits. Y ) ld G o ld expanded lo r the filth ly p u se ru th e w a r. . . W bile en tire k u ig 4<jxc*V;Voliime g a in e d 5 4 % . I.m b av sv 'm H vrd ahead S ll% . . . A n d in 11 v tivst p in e m o n th s , la>t y e a r, K e n t ii>.u{*';vvater pro gress than had K m litiwi in a n v of its ( m i l o u r v e a n . \Jta| ai> . w :im a lm iil the vuveep Iilulrtv 'ViJ i i u m viiuikriv t o t a r s a m i n i. i^i-band t he iMvd l or r l i i v i n e lifters. Ills blamed on tobacco r* from coughs to the black plague^ Last July 4, for example,-j Journal of the American Meaj Association carried an article byrl Morris T. Friedell, Chicago,! "Effect of Cigarette Smoke onjS Peripheral Vascular System," o rn u by blond vessels. Hr concluded: J ". . . there is a 33% radioactivity (hlood volume)3j women when a standard cigarette smoked, as against 10% alteratij . . . in men. "The principle'of filtration ofS hacco smoke is probably a goodxofl and should lie used by hnth men ` women.'1 Although Eonllan! cannot -pi mote flu fact that Kents were us in l-'riedell s comparative tests, it distributing in dortnis 10,000 'K str.'icrs of his article. And in a coiiMimer loldcr for tiilmtiun at -tores--which also shojj how tn make vour own smoke test! the company cites findings of "a leljj mg iTM-.'iicli nrganizarinn": Skin te pera:ure of "sensitive smokers smoj ing ordmarv leading filter cigaretg ilmpped an average ol six degd Fahrenheit. I hr same smokers sn)G mg Ixcuts vhmved no noticeable ti perarwrr ili**p at all.'1 Ilchmd Kem is a >tmv of forwaj planning and thorough devrlopD^ dating hai'l. in I1*47. uiicn Herb Ki ur an.I Ins rmuil >tartni 1oOD| .n ranusi mi an rlkvnvr filter.] Antillian imr Inivi'jH him tlicri n- "in n m r mnrr -!i: aniiMiu: .md mvotift r C kJil P LA N N ER : H arold F. Tempi, director of brand' development, helped form the stepby-step plan to get Kent bought, promoted and *oid by some 50C.000 stores. PROM OTER: AWtn Jemts, vice-president for edverising, put the "proof" to work in kard-kiHing adverhsina in newspapers, megezmet, radio. TV, direct mail end p-o-p. A 40% removal was chc desired minimum. The company's expanding research department, under Dr. Parmcle, stud ied many filter materials. A search ras begun fnr machinery. No ma chinery of .the type rhe company u-.-mred for making filter cigarettes could be found in this country. Also required was a soft-type package. This ruled out the recessed-tip filter because this must have a hard box. to prevent the tip from breaking oti. Eventually, the machines were found in Europe. In 1950 Lorillard learned that a certain material used for filtering air in atomic energy plants had been de classified. This mineral, improved for cr. m etre use. was found to eliminate tv 'thirds of tars and nicotine. The O-mpany registered its name as M i- evnnire. Mowevei important and desirable it may he. a filter is an ''accessory.'1 like Hvdra-Matic drive on a car. Consinners still want a good stuokr. From hundreds of grades nl the lour basic cigarette tobaccos- --Hurley. Vir ginia. 5 laryl.ainl and 1inki-di-- l.nnllard conrm cd the I'oml'in.'iiioii which finally became Kent. (Its salesmen b'Vak oft the filler and m - r smokers to try tile cigarette without it.) ' Insicad of hemg ''roped, the filter material is "interleaved' with the carrier liber. It works mir in alternate rows of three later.- ui Microiiile and tun earners. I he product's dendupiiH iit was Vrr\ ho-lidui-li. So tea- '.lie ordering 'I ui.iehlnei V mm l.itiopr to piodin r it. Probably not more than a dozen of the 6,000 people who work for Lorillard knew about Project 7-11. The numbers, of course, symbolized good luck. The first marketing date was set for the spring of 1952. In the fall of 1951 Young k Rubicam teas appointed agency for the new cigarette. (Lori Hard's other brands arc handled by Lennon k Newell.) The company and Y k R set out to find a name. From a list of 50--some of which had been considered for Embassy--emerged Kent. In addition to being rhe name of the Chairman, explains Brand Development Director Temple, Kent is "short and casilyrcmembcied. Also, it suggests qual ity. without being too British..'' The fact that Kent already teas bring used for clothing, hairbrushes and other thing- did not keep l .mallard from registering it. Designs Package "'hen came liesign of package, la bel.-. buses ami containers. Mine than tin t v inherent packages were devel oped--the culms ranging through the r.iiiihnte -- he Imv an all-white with black lettering was chosen. In January 1952. just two months hetnrc lirsr consumer aniiiiunceuicnr. onlers were placed for labels and eawoiis cniitameis. Even then Project 7-1 I was still a t|iiite-tiglit secret. Kut iiKiead nl taking firsf cautious steps in -mailer markets, it teas de rided in laitncli Ki ui -inmltaoeoiislv in Netv York, Chicago and Los An geles. By then there was no doubt that Lorillard intended to go all out with the new brand. The three metropoli tan markets were chosen because filter cigarettes already were accepted in them. They were logical-- although costly and complicated -- "testing areas.'1 Lorillard's sales organization em braces 600 men. Nearly all of them handle all products except cigars, which are sold by a separate group. They are directed through 90 di visions, 15 field and four regional managers. The regions arc East Coast, Northern States (Maine to Wisconsin), Midwest (Canada to G ulf), West Coast. Consumer advertising was set to break on Wednesday, March 26, m double-page spreads in all general dailies of the three markets. The headline: ''.Veic . . . Micronite Filter . . . Greatest health protection in cigarette history." The campaign, supported by point-of-purchase ma terial. would run for 10 weeks. Early in March, the New York, Chicago and Los Angeles district managers met at New York head quarters. Executives told them Kent's story to date and gave them copies of a step-by-step "Distribution Plan" for the product. (These first copies Harold Temple had written in longhand. Even secretaries of exeeulives were not yet in-thc-know on I'miect 7-11.) The managers were to relay marketing, merchandising and advertising procedures verbatim to their men. F.orillard wan.is! to fconlinw .d on p. 106) Proof-of-DifFerence Prc am Pays Off for Kent Cigare+fe (cor.l,nud irom p. 27j mttke sure that n e t ; ttitm would do continued so are the w o rd s... nil requited of him, nnd would fell the same sales story. In the introductory campaigns, Gruber explains, " the objective was tc build tit: framework tor strong dis tribution atui toe:: ie: demand he.o :o ;u. out. M r rod .-to: load deaiers. V\c wanted to oz sure that every Kent smoker got fresh cigarettes, School kills--30,000,000 of 'em --t;ikc what "my tr.irhcr soys'' as fact, am! haliittiaily deliver tlic opinions of teacher into 10,000,000 homes. Comimitnisly repeated mention of yotir product, service, or business philosophy by these millions of youngsters can lie of incalculable benefit to you. ant; we refused to regard any sal: as completed until the consumer struck a match. .Although we did not sell on consignment, we stood ready to take back any unsold Kents." Opens "A" Outlets There arc 44 (liflcrcm state edited pub lications--over 900,000 subscribers. Com plete flexibility enables you to reach any group of states, or cover the entire coun try. Gel all the details from Miss Georgia C. Rawson, Executive Vice-President, State Teachers Magazines, Inc., 309 N. Michigan Ave.. Chicago 1, 111. S t a t e TEACHERS Magazines In the fortnighc between the time the men in each district first tackled the new cigarette and the first an nouncement advertisement, the;' were to open 12% of potential outlets, plus chains, in that area. These stores would all be'higher-volttme `'A" out lets, sold by the company's own men for jobber's account. In addition, jobber salesmen worked simultane ously on "B " and " C" stores. Loriliard gave them 15 cents per place ment for each outlet opened, (Although no "rewards' were offered to Lorillart! men. their efforts m getting the product distributed and promoted are duly weighed for an- Fancy Smoked TURKEYS G iv e 2 gift o f d istin ctio n -- one (bat xv,!l truly natter the recip ie n t. P re m iu m quality b ird s (U . S. G rad e A tabJcready), carefully dressed, then sm oked 'vith a rare, delicious flavor, are gifts of thoughtfulness for every h o lid ay. I.ach plum p, broad-breasted turkey (goo.#e or cap on ) is s lo w ly processed under exacting controls to in su re ju icy perfection of flavor. N o co o kin g neccssary. Each b ird shipped in rc-usablc polyethylene bag, u ry-ic e d eo in su re arrival in frozen condition. Attractively gift-w rapped, gift card enclosed. Shipped prepaid anywhere in the U. S. Send us your g ift list, we w ill ship direct. A rrival in perfect con dition guaranteed anyw here w ith in Railw ay Express delivery lim its. CUSTOM fO O O PRODUCTS. INC. 701 N. w rS T fA N AVI.. CHICAGO 12. ILL W f wi l l n " t f ; -- whvit ttrkr of --i -- fbt, *,, v. w f. 9-13 Ibt. h i S I .75 lb. ok4 wKol* et of r a ., e v . w | J 4 7 lb). Prie 31.15 tb, . S*nekd w h o lt pan af - .. . . lb), an., * . w l ' 4 lb%. f i . c r 51.73 lb. ( f u r Cl)- Slot*. - mini merit ratings. Last year 45 merit promotions were made in the sales organisation.) fat Chains were asked to cover only their stores m the specific area being tackled. If any chain could not reach ti all its stores in rliat area before thr i! advertising broke. Lorillnrd would step in and help. men : In the first three markets, salesmen 8 8 from nearby districts were "bor rowed" for one month. The Los An V geles force, for instance, was aug 8 ; mented by Lnhltar'tiers from such places as San Diego and Bakersfield. Salesmen from Milwaukee and South Bend were brought in tor "Operation Chicago." By the end of the first 30 days Kent was to be on sale in 60% of all key outlets in each market. But Loril- laid atideil 30 days' grace. . . Actually -t--aide'll bv jobbers salesmen --- the product'was bought by 90r.'c of key stores in each market within Vo days. First notified ar a meeting, say. on Friday, .that there was such a cigar ette as Kent, and what they would have lo do about it. the men were .106 d>y'x-iii' -.Y-.-i' r.Tm routed to reach stores assigned t h' witii ieast-possibic lost motion. Q the roliotwng Monday morum^ set forth, in then sedan drhverv cj carrying; M ore than H l:' cartons of Kent? ! 5 " :. 22 " w ituicw posters-; 9 > < V '.5" winnow pesters: a :u::nber.,;i easel-hacset: dispia; cares; two-ca:^ counter displays: one-carto:: coun displays. Each area was given an allotm of window display material. This materia! was to be install only by a window ti mining compare Salesmen were instructed to sel only best window locations larger chains Kent was to take v dow space already signed for Gold or Embassy. Buying of count display space was deferred up Kent was in better supply. As tangible evidence of the that the new product would backed by a near-record campai the salesmen showed dealers p'r of the opening newspaper insert They also offered mats for dealer" in advertisements. The dealers were duly impr'j Although Lorillard s men asked-( to "put Kent under the counter'u the newspaper advertising brea Temple points out that "90% them displayed it right off the-bi Thus ended the sccrecv of Pro 7-11. Newspaper linage was hcavy:^ opening double-page spread was.' lowed in a week by a full pag third ami fourth weeks by 250 lii then a full page; four weekly i tions of 250 lines; and finally anot full page. Picks Up Steam During the New Ynrk-Chici Los Angeles campaign, Lewis Gr explains, ' demand grew so fasts* we were slopping today s produ , toil.av." But rapidly more machi were added. The three-market campaign just picking up steam when six nr New England areas were tackl once. Then, in Jtinr, Kent went Philadelphia and southern Newscy, Baltimore and Washington; the time national distribution completed, in May 1953, Kenf been launched in 2(> introdu campaigns--most of them multiy krf. Later newspaper schedule* i S AL E S MAN A G EM new soineu Mat reduced, but still v. heavy. i lie opening announcement !iccatoe a Ini! page and* the ;ns: ini- low-nj: . ,5UC lines. A campaign rov WBZ j e r , i eight weeks. Managers wen: mailed a typewritten plan. Salesmen no longer were being "borrowed." Hut ;n each marker, their eftorts were similarly thorough. MAIL MAP By September 1952, when distribu tion land reached 3S major markets. Kent took over from Embassy spoil- 5 3 2 insi" th e a re a s sr.rsfitp c; the :uys:e-v scries. "The V*Vc." Sunday nights or. CRS-TV. w n & re yoM w a n t action ; The switch was marie by in:, mincing the Lorillnrri " family 0: brands . . . \n New England and now the new Kent." . . . In April, Kent launched a scries of double-page spreads-- usually month ly-- in The American Weekly. Life. Map shows where listeners ore, and where they're .Vrii'SU'eei, Ncre York Tunes h'lar/a\ :me. The Saturday Eveninn Post. j 1 hts Week and Time. . . . In Sep influenced to act | tember, 1953, "Monday Morning __ __ I Headlines," broadcast Sunday nights over 310 ABC radio stations, starred A survey that plots audience loca- j to sell the new cigarette. . . . These magazine, radio and T V campaigns tion is a big help in time-buying. ! Even more helpful is a survey that | indicates sales-nction. And that's continue. Among Kent's media there's quite a lor of liter-promotion. Jonathan Blake's smoke tests on "The Web" exactly what the new WBZ mail arc reproduced regularly in maga map does! j zines and point-of-purchase, and now and then a Kent magazine spread T he map is based on accurate j appears on TV. analysis of more than 100,000 t pieces of mail. Counties are shaded i The Test at Work to indicate degree of penetration shown by intensity of mail returns. i Chech this new map with your j New England sales picture., and find out how important it is to tell tour storv on WBZ! hor lurther information, get in touch with WBZ or hree & Peters. WBZ B O S T O N 50,000 watts nbc affiliate WESTINGHOUSE RADIO -STATIONS Inc WBZWBZAKWKDKA WOWOKEX,WBZ-TVWPTZ National Ri-piesentjlives. Free & Petcis, ..ccpt lot IV: lot V.BMV 31nrv.PT/, NUC Spai Sales ___ :_________________ :______ A recent magazine advertisement reveals one reason why LarUlard salesmen have kept plenty busy. A picture sequence shows the smoke test as conducted in Davis Pharmacy. Ridgewood, N. J., bv Kent repre sentative J. I. O'Hara. . . Project 7-11 was still developing when someone happened to notice the difference m the color of smoke against the wall of a room, as blown from Kent and another brand. From this grew the test idea and program. At a press conference at New York's Waldorf-Astoria Hotel on March 19, 1952-- a week before firsr advertising broke there-- reporters were asked to blow smoke into their beverage'''-"glasses; rui n them upside down on white paper, and note the dllference in color of rite stain left by "your cigarette'' and by Kent. On Monday, March 24, 1.800 members! of the Genera! Practition ers branch of Amencalt Medical As sociation met in Atlantic City, Also nItcmling were Lewis ('ruber, H ar old Temple and Fred Storm. North er'. Settles sales manager ni l.orillard : John Grier anil Alexander Kroll til Vtnrng Rubicam, and two local I.orillaril .salesmen. On Wednesday mm m u g .!.> >00:1 a- New N. 01 k C.'u tying the lioub: e-spi cad auno-.uict men' 'iwiicd tin- com t ::pi>n ii.rii', the !';l :W" we it to v o:V to soon- doctors v. ha: Kent meant Wo*;,,,.* in shifts at three tables with ott:ttarv* beer giasscs. they proved Kent's nation 0! nicotine and tars zcaias tlie doctors' own brands. Until then Lonllnrd's mam con tact with mcc.tcos had been an ex hibit at r'e.e annua! meeting of the AM A and Old Gold advertising n some i n r d lournr.is. . . In nine months 0: 1952 Ken: was sample' and rested at 20 doctors' meetingiIn 1953 its story :s being told at 53 of them. 10 almost every doctor and cicntist in the country Lorillard h mailed a gift box. "Switched to Kent" But among doctors and lavineji. it's said, Kent largely "launched j self.'' Many in areas where the cl arette was nor yet sold heard of A and wanted to try it. Confronting,1 battery of bright, white teeth, a de* tist would exclaim: "I sec you'.v finally cut out smoking!" The pit tient would, reply: "No, I 've jus switched to Kent." A bit of "science" may servekli selling. All Lorillard salesmen hi become sinoke-rescers. Each test takes about three mi utes. One minute is for introduce!, and request to borrow a smoker's cjg arette; two minutes for explain^ the dificrcncc in nitration while tlj test is being marie -- and then-.*,t results. An ''Outline of Smoke Demonstr rimi with Scientific Glasses ' emph* sizes that "the rest should be con ducted at point-of-sale locations., forr ns many observers ns possibi When a consumer has replied th? lie would like to sec the test, t^ Lorillard salesman borrows one 0 his cigaiettcs. places the two glass, upsulc down on clean white pap ..mi writes in (rant of them "Yp Brand" and "Kent." Through a stem arrached to e* inverted glass he pufis smoke fr that brand. He is careful to norm a! pulls am! avoid cxcessi limning and ash formation on eith hrunil. \ While the glasses remain on<! paper, the salesman asks i l 'thc^ server can see the ilittcrcnss m e tif the smoke. He shows that smoke is cleaner and whiter Hi tellowish (Itscnhiraf/on in the 0,t derives from "initatHig tars." He moves and opens Kent's filter to veal the rar deposit on its inner- lie compare* this with ihe C< SALES MANa SEM bliic-'vlnie color or ;t lWict unite no iiridic it )i-(.s been used." Thee. lie explains: "'l lint is why v ,- cm -`'i' rh.it tire Micronuc filter .vs out cons.dcrauly mure menttne mu! Mrs than othr." fiiter cigarette-- vet leaves m rich, mild tobacco fla vor." .Against non-filter cigarettes, the contrast would be even greater The Lorillard folks are somewhat shy about spilling sales statistics. Rut in these !9 months---when the whole *'niter" business has soared-- Kent has m.ir.Tf. cio<e :o the top among riiem. .A; this writing Kents animal rate may approach five billion units. or 250 million packs. .At 30 cents a pack (the price varies with state and local taxes) this means a retail rat: or $75 million a year. It means a manufac turer's volume-- less raxes--of about $25 million. Lorillard products arc sold through 6,000 jobbers and other direct buyers to a total of about 1.3 million U.S. outlets. Of these SOO.OOO arc nonvcnding-machine. Some 60% n-v-m outlets-- or nearly 500,000-- now carry Kents. Coming . . . Easterners Learn to Sell Western Living Is th*re an d m (or your saies training in Svmef megeiine's approach? in S o le s M a n a g e m e n t D e c e m b e r 15 Among all the types of cigarette outlets-- from cigar, drug, stationery and department stores to restaurants, dmers and gasoline stations -- two now sell nearly half of all cigarettes: Food stores do 30%, and vending machines 16%. Thus far Kent has made out well ir. food stores -- especially the big bm-Vm-hy-thc-carton super markets. Rut i: is just getting going in send ing machines. Until now vending machines could carry only a few standard brands. Today, however, manufacturers arc introducing machines to vend ciga rettes at two different prices--mak ing it possible for premium-price brands to be included. liven then, of course, most brands --among the 50-odd brands of cig arettes now widely sold--still Can't be carried. Rut the Lorillard folks are seeing to it that more and mine machines will disgorge Kent. -After all . haven't a lot of .smokers proved, to their own health and satisfaction, that they t:v<//7 it? The End De c e m b e r i 9 S3 p is i ISSI IESI maximum ; TM hemt maximum POWER maximum RESOL T$ coming to Il WTAR-TV JANUARY FIRST Our new 1049-foot tower and 100,000 watts power will give a d v e r t i s e r s the only total primary coverage of America's Miracle Market -- Norfolk, Portsmouth, Hampton, Worwick, Newport News ond contiguous a r ea of T i d ewa te r Virginia and North Carolina. Within Grado V Within Grafi* A and Grado 6 Wilh.ri Grado A. Grado B and 100 mv Lino Population 764.610 1.156.000 1.600.400 It EH*chv* OuyiAf income i l . 072.371. ISO il.41S.1U.000 2.O40.J6S.IOO Rola il Salo* im.5To.sso UH.J55.150 il.4M.71J.05O Fami#* m Asea 707.t n 5.635 4JJ.JJ5 D olo Ito" SAIES MANAGEMENT S S u/*oy of B uy ing ^wor, Moy 10, 1953. WTAR-TV Norfolk % 109