TOBACCO: The Long & Short of It

Chesterfield had the rest of the tobacco industry chain-smoking nervously. Chesterfield's maker, Liggett & Myers, had brought out the first king-size version of its top brand, identical except for size, in name, tobacco and package. What made the trade nervous was the fact that the big Chestie, without making any visible dent in the sales of its shorter brother, quickly ran up king-size sales in the test markets. Despite the 1¢-a-pack higher price, dealers could scarcely keep up with demand.

Chesterfield's makers, who only a month before had solemnly denied any intention of bringing out a new cigarette, played a...

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