The Press: Backfire

Nervous, nicotinous William Hard Jr., roving editor of rich (circ. 5,500,000) Reader's Digest, is glad to smoke any kind of a cigaret, likes them all. His likes gave him an idea and Reader's Digest a story. Last week the story backfired, leaving long-nosed Editor Hard wondering whether it had been worth while.

Bill Hard's thesis was an old one: that one cigaret was much like another, that the magic of any one brand for its smokers was a creation of silver-penned advertising wizards who should be put in their places. To prove it, Reader's Digest hunted up a laboratory with a cigaret-puffing...

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