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FILE NAME Kent KNT DATE 1957 DOC KNT154 DOCUMENT DESCRIPTION Reader's Digest Article - Filter That Really Filter Reader's Digest Ang 1957 Reader's Reader's Reader's Reader's Digest ARTICLES OF LASTING INTEREST Maisel, Three Days of Silence That Saved a Life J. Campbell Bruce Divorce is Going Out of Style 27 Wanted Available -_. Albert Q. That Really Filter 35 . Hypnosis Join Me in One of the Lois New Matrox Miller & James Monahan 43 Childbirth Under Jet Tankers Air Force 50 Pacific Northwest Stands on Its Own . Redbook 55 The Beautiful Thieves in My House Feet William Hard 59 The Blizzard That Tested the Great Plains P. Blackbum 65 It's Not Too Late to Save Our Elms . . Real 68 The Art of Babcockery - American Forests 72 The Most Valuable rn Thing a Man Can . Atlantic Advocate Spend 76 Eye Care Date Guideposts 81 - - . Better Homes The Mighty Midgetts of Hatteras & Gardens 92 Return of a Prodigy American Mercury 95 . He Makes the Deserts Bloom - + . . Alix B. Williamson 99 How Human Are Animalsi ~ + . . Denver Post 107 : My Most Unforgettable Character : . Saturday 112 _ . The Rugged Rangers of Our Nationai Parks Cameron Shipp 117 pee. Let Reparation Fit the Crime - Travel 123 Was Diploma'sWife - . . . Robert Littell 127 Gaile$ How Uncle Got the Goods | on . Fr+ank+ Co. ste+ l. lo ThLeesDtieprlVoemlaite 113381 Line . _ Dick Emery Teaches Them- f+rom+ H+ andTrtoo lHleeayd Car Treasury 143 | an A New Look at Niagara Falls Frances V. Rummell Cement Man's Miracle . Wolfgang Langewiesche Mix The Wit and Wisdom of Charlie . Building Products Wilson dd gd; African Safari New Style Secrets of the Sun rt Immortal innocent . _ Richard & Gladys Harkness 2... Ll, Edwin Muller fe 6 ge 2. . Holiday . - The Heroic Fight for Jamestown + Malcolm Vaughan . 2... |, Life 148 158 166 196 200 206 210 21+ Book { The Small Woman . . . Alan Burgess 86 105 Laughter the Best Medicine Points to Ponder 19 Life in These United States 40 It Pays to Increase Your Word Power ShowmeAnll 84 Humor in Have You an Amusing Anecdote 154 Uniform 136 og THE READER'S DIGEST Standing 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 What are you getting with your getting green stamps one sitters replied the other woman " pay 50 cents an hour and give the rest in stamps love it -DOROTHY COLO Reselle N.J. AN 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 important first dance One heeled pair was becoming particularly 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 -GAIL F. ULRICH Bridgeport Neb 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 couple wedding bride called out We have a party here put it to use right away for this Everyone jubilantly fell in with the idea The maids and ushers took their places and our bride's father offered his arm to the sailor's lady As the organist played the Wedding March the procession moved down the aisle The soloist sang Oh Promise Me Lacking rice and confetti we did our best with a shower of congratula- tions and good wishes As they climbed into their car I heard the starry bride say to her new husband What a wonderful story this will be to tell IN THE MIDST of a wedding rehearsal at the church there was a stir as two our children ManjoniAs. Dix Attleboro Mass girls and two sailors came in and looked around bewilderedly The min- ister went to see what they wanted and then announced that he would have to Readers contributions are solicited for this department See page 154 for infor- mation concerning liberal rates of pay ment Address Unknown DEAR EDITOR Recently 1 sent a brief item to Life in These United States and after it was mailed remembered I had not included my address I wrote at once to correct the error Now I realize I had written Conse- nothing in the second letter that would connect it with the first quently I'm asking you to forget the whole thing The story wasn't very good anyway like We think the foregoing letter is a classic however and would to pay the contributor but we can't read the signature there was no address on this letter either -The Editors ! A Reader's Digest Report to Consumers WANTED -And Available Filter That Really Filter The Second of Two Articles By Lois Mattox Miller and and James Monahan Based on Laboratory TestsTests of Filter Cigarettes ECRECY is the rule in the cigarette industry Re- gtoating reports that it was possible filter search is guarded jeal- manufacture than more ef- fective market ously Developments those on the highly Timmediately become inquiries met with polite rebuffs The classified trade secrets cigarette companies professed to be highlyWhat goes into or comes out of engaged actively in filtration a cigarette is considered nobody's busi- but the manufacturer's research but they also declared that thus far research had produced ness tioned about such Ques- nothing better than their matters the aver- filters present age tobacco man either freezes up or : reliable However explodes from reports came When the Digest began investi- scientists in the tobacco indus- try that better filter were See The Facts Behind prac- Filter CigarettesCigarettes The Reader's Digest July 37 43 stat confidentially that they had artwand y smoked and tested stand- artwand cigarettes equipped with " minimum while passing along to the smoker enough of them to pro- vide a flavorsoni^smoke Where to experimental filter and that these filters gave much higher tarfiltration as well as satisfactory to- bacco flavor and an easy draw Then why weren't these improved filters in commercial use The most plausible answer was that smokets thought all filters were alike and chose brands solely on basis of taste The brands that sell best are those with the least effective filters and the strongest_tobacco strongest_tobacco said one tobacco man That seems to be what the public wants so that be is what the public is getting Im- proved filtration might even unprofitable While this explanation may be valid it still leaves the question whether smokers will persist in con- sidering all filter alike when they know the facts which have not been available until now There is really no mystery about the filtration of cigarette smoke An average pull of smoke from an unfiltered cigarette contains more than 12 billion tiny spherical semi particles mainly tar and nicotine These particles give tobacco smoke its characteristic aroma and flavor They also represent the stimulants irritants and the suspected cancer- causing agents responsible for the fundamental tobacco prob- Jem Effective filtration would remove from the stoke enough of these par draw the line is still uncertain But Dr. Ernest L. Wynder of the Sloan- Kettering Institute states that for practical purposes a filter capable of filtering out 40 percent of the tar would be a step in the right direction Assuming of course that the manufacturer does not defeat the purpose by bading the cigarette with stronger tobacco Such a filter Dr. Wynder says placed on a regular cig arette which normally yields 30 milligrams of tar in its smoke would reduce the smoker's tar exposure to about 18 milligrams A reduction to that level as shown both by animal experiments and human statistical studies would be a significant re- duction in cancer risk The modern filter essentially complex maze of microscopic traps or barriers designed to prevent the passage of a certain percentage of the smoke particles To do this effec- tively however the filter must con- tain some elements at least as small as the tiny particles it seeks to stoji Otherwise the particles will slip through the interstices and defest the purpose One toneen scientist offers this llustration Suppose you had a baseballs jumbled pile of telegraph poles You could drop into that pile and a large percentage of them might find their way through the intervening spaces to the bottom utthe spaces in a similar pile of cnt ways to increase the e fence posts would probably be small trapping efficiency F{ enough to stop baseballs and yet In the cigarette factory low large enough to let golf balls pass is treated with a moist Similarly a pile of jackstraws or sizing shaped to specified diameter toothpicks would probably t ap cut into short plugs and fitted into the small heads Reduce this principle to the mouthpiece by the cigarette microscopic level and you have machinery But before this final the basic problem filtration of particle processing the cigarette maker can il he chooses improve liftration What material will provide such even more by incorporating in the a maze of microscopic jackstraws tow certain fillers devised by his capable of blocking smoke particles own laboratory so small that they are measured in The best fractions of micron After much market filter now on the are ingenious variations or research the most suitable substance combinations of these unlimited subtance appears to be a synthetic fiber- possibilities The least effective fil- cellulose acetate With the exception of Threyton otferssyanrtehetmiecrefliyberhsaphazard bundles which uses a special type of paper The laboratory tests reported in impregnated with activated char- The Reader's Digest last month coal the filter of the popular were nearly complete complete when word brands are made from this same came from a reliable source in the basic material Well over 95 percent tobacco industry that Lorillard had of the cellulose acclate comes from the same producer Tennessee East- not only developed a new filter for the Kent cigarette but was modi man a subsidiary of Eastman Ko- machinery for immediate lying dak located in Kingsport Tenn pro- duction Lorillard at bist denied the Tennessee Eastman ships the ma- report then admitted that the terial to the cigarette factories in 2 wide soft ribbon called tow new Kent would be on the market by midsummer After But ^ ennesseeEastman manulac- the some objections tures the cellulose acctate company finally agreed to pro- according . vide production cigarettes not to cach cigarette company's own laboratory samples of the new type specifications The synthetic fila type for testing by an independent lalu ments can be made in any specified ratory Lorillard also agreed to tell degree of fineness or coarseness how the new They can be packed tightly or loose oped filter was devel ly They can be crimped twisted The Kent case is important be- packed parallel or at random And cause 1 it spans the modern filter- even the finest hairlike filament can tip era fiom 1951 to date 2 it pitfalls also be shaped or grooved in differ- illustrates the problems and af to technology and 3 it dem tes what a cigarette mak- cr accomplish if he is sincerely before seeking an improved product rather than another advertising gimmick In 1951 two years head- lines linked cigarette smoking with lung cancer Lorillard's general sales manager Lewis Gruber sensed growing a public demand for a mild filtered cigarette At the time there were two filter on the market the original Parliament M and Reynolds followed with Winston Soon the tobacco counters were crowded with filter brands Ironically of the four brands that made the best showing for tar filtra- tion in the Digest tests published last month only Viceroy has be- come a substantial seller over 25 billion cigarettes last year Tarcy- ton Kent and Kool all sell well below the billion level By con- trast Winston sold 34 billion ciga- rettes in 1956 since renamed Benson & Hedges with a cardboard mouthpiece containing a to"tof cotton and Vice- roy which at that time had a filter- tip made of treated crepe paper Dr. Harris B. Parmele Lorillard's research director had barely begun the 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 aerosol filter containing crocidolite a kind of bluish asbestos which was used to remove radioactive particles from the air in AEC installations Larillard developed a filter made of cotton fibers containing crucido- lite and the Kent cigarette made its Until last year Kent was handi- capped by its premium price But Lorillard claims that unlike some of its competitors it steadfastly resisted the temptation to bid for pop ular appeal by spiking the Kent blend with stronger tobacco .. In August 1956 Lewis Gruber original sponsor of the embattled Kent became president of Lorillard He promptly cut Kent's premium price to the popular level and filter started production plans for the new Kent developed in Lorillard's research laboratory * Kent's new Micronite filter is made of fine cellulose acetate devel- oped especially for Lorillard by Ten- nessee Eastman While the Eastman debut early in 1952 being Jaboratories in Tennessee are the But Kent paid a penalty for being a pioneer in filter technology The original filter proved ton of ficient to satisfy the taste of the center of much hush filter research Lorillard claims that this development is essentially its own average smoker and had to be mod- ified several times Meanwhile the switched battle of the filter began in ear- nest Viceroy to cellulose nectate Liggett & Myers introduced Micronite is a Lotillard trademark that has been applied to all Kent filter regardless of their construction The cigarettes with the NEW EXCLUSIVE MICRONITE FILTER 10 thedesignated on the face of the package went on retail market early in July . Digest aurance BY DEVIOUS means proofs of the first Reader's article on were obtained by representatives of the tobacco industry well in a aurance of publication of the July issue Perhaps as result when final inquiries 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 in For competitive reasons I cannot disclose our plans detail wrote Paul M. Hahn president of The American Tohacen Co. I can however tell you that our company is developing a new filter which we completely are planning to place on one of our brands in the the near future omit ed Confidential y The president of another company name omitted by request stated Confidentially we do hope to have an improved filter on the market t by the end of the year New filter will be tested and compared when they appear on the retail market and a report to consumers will appear in the Digest The secret of the new tip's higher filtration the company claims lies the Digest tests the new Kent king yields 14 percent less tar than Threy in the tiny natural fibers so small ton 23 percent less than Viceroy that to the naked eye the stuff looks 28 percent less than Winston 32 powder like fine added to the cel- acetate tow after it reaches the percent less than Marlboro 36 per- cent than Hit Parade 39 percent Lorillard plant in Greensboro N. less than M 40 percent less than The laboratory of Foster D. Snell Old Gold Inc. has made determinations of the 1 Compared with regular un- tar and nicotine in the mainstream filtered brands the new Kent regu- smoke of the new cigarettes and has size yields 36 percent less tar than reported to the Digest the following Camel Old Gold 37 percent results Kent king with new less than Lucky Strike 40 percent filter 23.4 milligrams of tar 1.5 less than Chesterfield 44 perceni milligrams of nicotine Kent regu- less than Philip Morris a lar size with new filter 19.7 The new Kent may not be the milligrams of tar 1.1 milligrams of best filter possible Lorillard nicotine im- This represents a 23 percent im- provement in tar filtration over the says that research will continue and that further improvement will be made if developments warrant But Kent cigarettes tested and reported it is a big step in the right dieec- on in the July issue of the Digest tion Perhaps competition will com- q Compared with some of the pel other cigarette companies to seek kings that ranked lowest aver- filters even better than the new ,. age and high in tar according to Kent See box above THE READER'S DIGEST August 11 June 1957 the final report Com the American Cancer Society's month study of the smoking habits of 188,000 mich 50 to 70 years The Study Group urged an extent alae? sive research program to clarify the relationship between smoking and heart and vascular discases Until old presented evidence of what the ^ meriamMedical Association called " spectacular relationship this relationship is clarified no one can decide to what point the nico- tine ^fin tobacco smoke should be re- between cigarette smoking and lung dnced cancer But the report also showed that death rates fram all causes combined rise with the munher of ciga- Meanwhile we will be hearing lot more about the filter In 1955 the Federal Trade Commission rettes smoked daily The death rate from coronary artery disease was 70 quietly informed the tobacco industry that it was opposed to all health filter percent higher among cigarette claims and comparisons of smokers than among smokers efficiency when it has not been | The suspect here is not far but nico- established by competent scientific tine proof that the claim is truc While the new Kents according to the tests give the smoker from 20 to 50 percent less nicotine than the other filter brands tested this re- duction may still fall short of the ideal Some medical authorities say that nicotine in the smake from ne cigarette may have to be reduced The industry fell into line Lately there have licen signs that the cigarette advertisers are growing restless The Federal Trade Com- mission may soon be facing a rash of new claims that it is powerless to deal except by prolonged litigation Because tobacco is not about half a milligram before nicotine's measurable effects on the cardiovascular system are decreased covered specifically by the Food and Drug Act the Federal Trade Com tnission Act or any similar statute significantly However there is still much learned about the exact role nicotine plays in the tobacco problem Smoking declared The Study Group on Health which and scientific evidence establishes beyond reason- able doubt that cigarette smoking is a causative factor in lung cancer also stated that the few reports_advertising available there is no convincing bio- fogical or clinical evidence to indi- cate smoking per se has a causa- tive role in cardiovascular disease the PFC cannot seek a temporary to suspend allegedly de- advertising whileceptive or fraudulent the case is still in litigation Some of the Federal Trade Com- mission's legal actions against cigarette advertisers have dragged on for as long as five years by the time a final verdict was handed down the reports_advertising in question had become ancient history have Tis deal realistically with this prob- Tem Congress may islation that will to pass leg- NO] 1957 _ WANTED THAT REALLY FILTE 7 1. Require the cigarette manufac- turer to state on the label of each brand Laboratory tests have deter mined that the average cigarette in this package will contain in its mainstream sninkm~g of tar and mg of nicotine The same law should require the industry to stand- ardize laboratory methods of de termining the contents of cigarette smoke and to adhere to those stand- ards 2. Require the manufacturer to correct the data on the label when- ever any change is made in the brand's tobacco blending process or filter construction 3. Require the manufacturer to confine his advertising claims for each brand of cigarettes to state- ments which he can support with competent scientific proof 4. Enable the Federal Trade Com mission or other federal agency to seek a temporary injunction from a federal court in order to stop promptly and while the issue is in litigation the disservation disservation of false or misleading infirmation infirmation in com nection with the advertising or sell ing brand of any of cigarets cigarettes cigarettes Such practical regulations are way being applied-- fairly and effective dings ly to foods cosmetics alen holic beverages ^ lammablefabies etc. Tubacen prouducts su directly linked to the public health And the tobacco industry has long trenut of deceptive or invesponsible adver tising Why this industry should re main beyond the reach of effective regulation is question that quob ably no one but lesbageroman lesbageroman would undertake to answer So far as filtration is concerned proper labeling -- backed by realis tie enforcement would draw the line between filter that filter and those that are merely mouthpieces mouthpieces mouthpieces That least would enable the eig arette smoker to know that he is getting the best protection that filter can offer at the present time Pert and Patineut Dan Bennett Nothing discourages an amateur gardener like watching watching his family cat his entire garden one incal ... The National Travel Asso ciation of Denmark The official rate of tipping is 121 percent bin iz percent insures better service which is why most people give 17 perceur perceur vs French proverb God ^miesthe doctor sends the bill K. Young You never can get much of anything done unless you go ahead and dev'in before you are ready nlakesburg Iowa Everhart Sir Herbert Bertholm Tree A committee should consist of three men two of whom are absent Tak ing the negative in debate on the proposition Clothes Make the Man Gypsy Rose Lee declared that clothes were really only a tool then added But I must admit the dress I have on designed by Charles James is more of a precision instrument Nemeret