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book for newsstand sales and angled at the idea "You don't have to give up smoking." Fawcett Publications is issuing the book entitled 'Smoke Without Fear' , in late August and early September. " Report of Activities through July 31, 1954

  • 1954: AGRICULTURE: HURRICAINE HAZEL devastates tobacco-growing areas of North


  • 1954: LITIGATION: PRITCHARD VS. LIGGETT & MYERS: (dropped by plaintiff 12

years later).

  • 1954: BUSINESS: RJR introduces its Winston filter tips brand, emphasizing taste, not health.

  • 1954: BUSINESS: Philip Morris buys Benson & Hedges, and in the bargain gets its president,

Joseph Cullman III

  • 1954: ADVERTISING: Life Magazine runs ads for L&M featuring Barbara Stanwyck and

Rosalind Russell giving testimonials for the brand's new "miracle product," the "alpha cellulose" filter that is "just what the doctor ordered." These ads will figure prominently in the Cipollone trial 30 years later.

  • 1954: ADVERTISING: Marlboro Cowboy created for Philip Morris by Chicago ad agency

Leo Burnett. "Delivers the Goods on Flavor" ran the slogan in newspaper ads. Design of the campaign credited to John Landry of PM. At the time Marlboro had one quarter of 1% of the American market.

  • 1954: Leonard Engel, a popular medical writer, stated in Harper's Magazine that "the case

against cigarettes is by no means proved" and that cigarettes may have "little or nothing to do with cancer of the lung." Engel conceded that cigarettes were "dirty, expensive, and no contribution to physical health," but he also believed that the evidence made available to him was not yet enough "for a firm conclusion." (Procotor Testimony, 2004)

  • 1954-01-04: BUSINESS: Tobacco Industry Research Committee (TIRC) announced in a

nationwide 2-page ad, A FRANK STATEMENT TO CIGARETTE SMOKERS The ads were placed in 448 newspapers across the nation, reaching a circulation of 43,245,000 in 258 cities. TIRC's first scientific director was noted cancer scientist Dr. Clarence Cook Little, former head of the National Cancer Institute (soon to become the American Cancer Society). Little's life work lay in the genetic origins of cancer; he tended to disregard environmental factors. In 1964, the TIRC will change its name to the Council for Tobacco Research-USA, Inc. ("CTR").

  • 1954-02-12: UK: Government officially acknowledges smoking/lung cancer link. Health

Minister Iain Macleod, finally meets the press in regards to the Doll/Hill studies. He says of the government-approved scientific committee's findings, “It must be regarded as established that there is a relationship between smoking and cancer of the lung, " and that “it would appear that the risk increases with the amount smoked, particularly of cigarettes.” He emphasises that the evidence is statistical only, thanks Doll and Hill for ‘what little information we have’ - and chain-smokes throughout the proceedings. He also announced that the tobacco industry had given £250,000 for research to the MRC. The press reported the uncertainty and the industry’s generosity. ("40 Years Later," RCP) On 12th February 1954 the then Health Minister Iain Macleod gave a press conference at which he reported on the findings of a government-approved scientific committee which had been investigating possible links between smoking and lung cancer.

  • 1954-03-10: LITIGATION: St. Louis factory worker Ira C. Lowe files a suit, the first product

liability action brought against a tobacco company. PHILIP MORRIS hired DAVID R. HARDY to defend the company against a lawsuit brought by a Missouri smoker who had lost his larynx to cancer. This case was the beginning of PM's association with SHOOK, HARDY & BACON. The case was won in 1962; the jury deliberated one hour

  • 1954-03-24: BUSINESS: RJR's first filter, Winston, is launched.


CONTROVERSY," a booklet quoting 36 scientists questioning smoking's link to health problems.


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