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scheduled a ninetysecond Marlboro commercial, to begin at 11:58.30 and end precisely at the stroke of midnight. He sat home alone by his television set, watched four of his beloved cowboys gallop off into the sunset for the last time, and wept. "A lot of the excitement went out of the business then," George Weissman recalled. (RK)

Cigarette sales begin rebounding from their four year decline.

The bill also required an updated warning on cigarette packages: "Warning: The Surgeon General Has Determined That Cigarette Smoking is Dangerous to Your Health."

The tobacco industry is reputed to have been hard-hit by the counter-ads required by 1967's Fairness Doctrine, which undoubtedly influenced their acceptance of this legislation. Feeling betrayed, advertising, broadcasting and publishing interests fought a losing battle.

The industry's advertising expenditures decreased over the next two years, but the industry soon found other venues in which to market: sports promotion, point-of-sales promotions, and increased use of the print medium.

RJ Reynolds' top-selling Winston brand, which had been eclipsed in the 60s by Philip Morris' Marlboro, was particularly hard-hit. While the sales impact of the Marlboro cowboy translated into print beautifully, Winston's identifier was a catchy if notedly ungrammatical jingle, "Winston tastes good, like a cigarette should."

Reynolds never found an effective visual substitute for their jingle.

Throughout the 70s Reynolds became distracted with myriad diversification missteps, and developed business practices which led to shelves full of stale Winstons.

Philip Morris quickly became the number one tobacco company in the US, and its Marlboro brand became the number one best-selling cigarette..

1971: UK: Second British Royal College of Physicians of London Report, Smoking and Health Now

From Smoking and Health Now:

The suffering and shortening of life resulting from smoking cigarettes have become increasingly clear as the evidence accumulates. Cigarette smoking is now as important a cause of death as were the great epidemic diseases such as typhoid, cholera, and tuberculosis that affected previous generations in this country. Once the causes had been established they were gradually brought under control ... But despite all the publicity of the dangers of cigarette smoking people seem unwilling to accept the facts and many of those who do are unwilling or unable to act upon them.

1977: 1st Great American Smokeout

  • 1976: TV: Death in the West--The Marlboro Story made by Peter Taylor and Director Martin

Smith for Thames TelevisionThe film, contrasting Marlboro promotions with interviews with 144

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