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IT ALL GOES UP IN SMOKE
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male, but responsible authorities with' in the industry believe that about one'third of all women smoke and approximately two-thirds of all men smoke. And, it is reasonable to believe, the percentage of women smokers is increasing annually, accounting in sizeable degree for the continued growth of cigarette sales.
THE accent today is on longer cigarettes, the king-sized variety. There seems to be no good reason for this, for unbiased tests show that the difference in sizes makes for slight difference, if any, in enjoyment. One survey of dealers indicated that the recent increase in sales of the longer styles, which amounted to 32.5 percent as against an increase of but 2.5 percent in all types, was due to the eye appeal of the king-size.
Where the buyer does benefit, the Department of Agriculture asserts, is in the fact that the larger size is more economical because excise taxes hit it relatively less hard.
There were long cigarettes on the market for some years; but the impetus in sales began in 1940 when Paul
Hahn, now the president of the American Tobacco Company, decided to do something about Pall Mall, an old and reputable name in the business, but one that was going nowhere. Hahn began to plan a campaign, taking it slowly. Then, in 1946, shortly after the death of George Washington Hill, Hahn opened up. Within three years, he had Pall Mall sales booming, leaping ahead of such standard brands as Old Gold. Today, all the major companies are backing long cigarettes, actually in competition with themselves. The manufacturers of Luckies, Camel, Chesterfield, Philip Morris and Old Gold are pushing king-sized brands, some of them backing more than one. And Chesterfield is offering its name brand in both the average and the larger size.
According to manufacturers, a pound of tobacco yields 450 short cigarettes and only 350 king-size. In amount of tobacco, therefore, the purchaser of the longer type gets four more cigarettes per pack, which points up the economy value cited by the Department of Agriculture, a value that will remain static at least until April 30, 1953, when the Defense Production Act, which sets ceiling prices on cigarettes, expires.
MEANWHILE, fears of any tobacco shortage have been allayed. The Bureau of Agricultural Economics certifies that there are enough cigarettes available now, and will continue to be, for all who have both the appetite to smoke and the money to spend. In fact, crop reports indicate that there will be an abundance above the predicted increase of