Tobacco: Silly Milly

Since 100-mm. cigarettes were introduced last year, they have won an unexpected share of the $8 billion US cigarette market. Pall Mall and Benson & Hedges, the first two brands to turn to the super-king size, had only 2% of total cigarette sales at the beginning of this year. Now, 20 different 100-mm brands, backed by heavy advertising have almost 15% of the market, or $1 billion worth. Much of the gain came at the expense of 85-mm. filters.

Reading the smoke signals, the tobacco companies are switching advertising money and marketing emphasis toward the new long size as rapidly...

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