Evening star. [volume] (Washington, D.C.) 1854-1972, 1959-03-03
KENT IS REPORTED
FIRST IN SALES IN
-FOUR MAJOR CITIES
Recent Study Of New York,
Chicago, Los Angeles
and Philadelphia Puts Kent
Ahead ofAll Others.

New York City, N. Y. Especial re-
port A recently completed study
Of smoking habits in the four
largest cities in the u. s. revealed
q dramatic change over previous
years, as reported here today.
Combined figures for the four
cities placed Kent Cigarette in the
number one sales position. This
Il the first time any filter eiga-
reite has achieved this leadership.
The next four brands in rank
we're all non-filter brands.
Students Of statistics In the
cigarette field have been watching
the trend closely. Last September,
the four-city study showed Kent
in second place, hard upon the
heels Of the longtime leader. In
October, Kent took over first place
and in November widened its mar
gin over the former leader.
These data have been accumu-
lated on q continuing basis by a
leading industrial research firm,
which offers its findings to all
major tobacco companies, inn
partially. The statistics are based
upon actual consumption Of ciga.
rettes among the smoking public,
rather than the manufacturers
statements Of cigarettes sold.
Many research experts therefore
believe that this new data better
reflects the current smoking habits
Of the public.
Mounting Filter Trend Continues,
Paced by Gains Of Kent
A few years ago. most informed
opinion In the tobacco industry
believed that the popularity Of
filter cigarettes could never reach
that Of the long established nom
hitter brands. But developments in
1858 have caused most Of the ex-
perts to reverse their opinion.
In 1858, the extraordinary switch
TO Kent made new history in the
industry. The total increase Of all
cigarettes sold was actually less
than the total increase for the
Kent brand alone. It became obvi-
Gus that q continuation Of the
Kent trend would mean that filter
cigarettes would outsell non-filters
within the coming year.
The reason behind this gain
can only be attributed TO the far.
sighted research program of the |
LOrillard laboratories. For many |
years, LOrillard has worked to |
combine the three elements |
smokers demand most. These
are; an excellent smoking taste,
: free, easy draw and, last, the
least possible amount Of tar and
nicotine in the smoke.
To this end, Lorillard set up q
series Of tests. Taste tests are con-
Quoted with smokers who have
established their ability to recog-
iiize sensitive differences In tobac-
60 blends. These individuals are
screened" by a series Of tests In
which they smoke three cigarettes,
all unmarked. Two Of the blends
are the same, the third is differ
ent. They must make an accurate
determination Of the fact that |
they have smoked two identical
cigarettes, and one which is differ
ent in blend, before they can pass
on to further tests.
Special Testing Device Measures
Comparative Ease Of Draw
To insure the "free and easy"
draw which is preferred by the
majority Of smokers, special ma
chimes are installed in the Loril-
lard plant. They are placed close
TO the point where the cigarette
has been completed in manufac-
ture, but still remains unpacked.
Minute by minute, sample ciga-
rettes are tested by the draw
and an electrically con.
trolled meter registers the exact
degree Of inhalation required for
each sample. If the draw Is not
within the specified range, pro-
duction is halted and corrections
are made before continuing. The
draw Of today's Kent can
be credited to the exacting control
Of this scientific device.
Most important of all, in the
eyes of LOrillard's scientists, are
the tests which determine the
amount of tar and nicotine in the
smoke of Kent. These tests are
conducted by independent and
completely impartial laboratories.
of fine national reputation, as
well as in the Lorillard laboratO.
ries themselves.
To test for tar and nicotine con.
tent, cigarettes are inserted into q
smoking machine which "inhales"
the smoke, by vacuum action. The
inhaled smoke is captured in a
large glass container, so that the
tar and nicotine content can be
isolated and measured. All filter
cigarettes are tested and COM
pared by this method and the
exact tar and nicotine content OF
each is noted. Repeated tests Of
each brand are made, so that no
error can be made by testing Just
one cigarette which might have
high. or low, content.
Tar and Nicotine Ratings for All
Leading Filter Cigarettes
Have Been Published
Many of these tests, by inde-
pendent laboratories, have been
the basis for published articles.
Prom such articles, the public has
learned that Kent filters best, in
the comparison Of all leading filter
cigarettes, since Kent gives the
least tars and nicotine in the
smoke.
AS this information has spread,
Kent sales have increased. The
smoking public now seems to have
determined that the real purpose
Of a filter is to remove tars and
nicotine. Many people have tried
Kent, simply to get the advantages
Of kent's proven filtration.
Industry experts point out,
however, that people smoke for
pleasure, and choose their ciga.
rette accordingly. No cigarette has
ever won the favor of the Ameri-
can public, without a superior
smoking taste. Kent must def.
nitely have achieved such a taste,