<note> sample="rhetorical" bates="2048758253" isource="pm" decade="1990" class="ni" date="19960508" </note>

JOSEPH F. CULLMAN 3rd 100 PARK AVENUE NEW YORK, N.Y. 10017 Chairman
Emeritus PHILIP MORRIS COMPANIES INC. Kluger Coul Affairs May 8, 1996
Dear Richard Kluger: 

Thank you for sending me your book Ashes to Ashes. Unfortunately,
I have been very busy during the past two weeks with a Disney board
meeting in Los Angeles and the Philip Morris Annual Stockholders'
Meeting in Richmond but I have read most of the chapters. I have long
believed that the history of the American tobacco industry in this
century was well worth the attention of a serious historian and would
make a fascinating chapter in the annals of American business. Despite
our obvious difference in point of view, I think you have done a very
fine job of researching and telling this story. I found myself at
times pleased with your accounts of the rise of Philip Morris and
of management's role in its success. At the same time your negative
characterization of the actions of my colleagues and me in conducting
the business of Philip Morris was a severe disappointment. Speaking
for myself, I would remind you that during my tenure the Company took
many steps to accommodate the concerns about smoking expressed in
the Congress and government agencies. This Company and other members
of the industry in cooperation with government provided health warnings,
disclosed cigarette tar and nicotine content and ingredients, modified
our advertising and promotional programs, discontinued the use of
radio and television advertising, and made substantial modifications
in our cigarettes, all of those modifications moving in the direction
indicated by biomedical research. I am proud of the part I played
in leading Philip Morris during these years. My intent and that of
my colleagues was always to conduct our business ethically and responsibly.
To cite your apt inscription, "Doubtless I will never persuade you
of that". 

Best regards. Sincerely, Joseph F. Cullman 3rd Mr. Richard Kluger
118 Rolling Hill Road Skillman, New Jersey 08558