sample="rhetorical" bates="01136001" isource="ll" decade="1970" class="ni" date="19761223" AWK copy Retyped 12·23·7 12 21 7 12·10·7 LORILLARD FINDS TWO OF ITS BRANDS MEET CRITERIA SET BY GOVERNMENT SMOKING AND HEALTH OFFICIALS Lorillard's TRUE cigarette qualifies at 1½ packs per day when evaluated by the high critical values for tar and nicotine calculated by Dr. Gio B. Gori, Director of the National Cancer Institute's Smoking and Health Program in the December 17 issue of Science magazine. When measured by all six of the criteria that Dr. Gori developed, TRUE qualifies at one-half pack per day, as does Lorillard's KENT Golden Lights cigarette. New This was has been announced today by Dr. A. W. Spears, Senior Vice President, at the company's Greensboro, N.C., headquarters where Lorillard researchers applied Dr. Gori's newly announced method of evaluating smoke composition to laboratory data for the company's AK 12/23 top selling low tar cigarettes. Lorillard, a unit of Loews Corporation, has been a leader in developing and marketing low tar cigarettes for more than 20 years. The company's KENT cigarette pioneered the development of popular low tar cigarettes in the 1950's. TRUE cigarettes were introduced in 1966, with tar yields around 13 mg per cigarette. This was lowered to 5 mg this summer in the summer of 1976. KENT Golden Lights were 12·23·76 AK introduced to the market in late 1975 and yield 8 mg tar. Today, of all U.S. manufacturers, Lorillard has the largest share of its sales , 34.4 percent, -- over one third -- in low-tar cigarettes and it leads the industry trend in its increase in low-tar shares. (Low-tar cigarettes are those yielding 15 mg tar or less, as defined referred to by the Federal Trade Commission and by John C. Maxwell, Jr., who provides statistics on industry sales.). Commenting on the marked trend to significantly lower tar yields over the years, Dr. Spears explained that Lorillard Research has focused its efforts on ways to effectively reduce tar and other smoke components while still maintaining the essential taste elements that smokers seek. Dr. Gori, who heads the National Cancer Institute's Smoking and Health Program noted that the industry now has the technology for manufacturing cigarettes where a half a pack to a pack per day will meet the criteria he devised. He called for "responsible marketing decision in the cigarette industry" and for "a major public education drive leading smokers to new patterns of Commenting on Dr. Gori's article, Curtis H. Judge, President of Lorillard, noted that the qualification of TRUE and KENT Golden Lights under Dr. Gori's criteria reflect the company's long established commitment to developing and marketing cigarettes at reduced levels of tar and nicotine. He added that "in response to ever increasing consumer demand, we are continuing our research to reduce even further the smoke components that do not contribute to taste, while creating tobacco blends that will maintain smoker satisfaction at lower tar levels" -end -