It not only filtered out a lot of tar but most of the tobacco taste as well.' Therefore, sales slumped.

Kent, for example, in 1953 produced a filter that removed 55 percent of the tar. Since it published its first article, cigarette manufacturers have announced that they will improve their filters. The Digest says that filters that really filter are available. Camel, for example, contains 8 percent more tobacco than a Winston. There is less tobacco in the regular-size cigarette than in the king-size filter-tip cigarettes. Some argue, the Digest says, that the filter kings contain more tobacco, therefore, for instance, Hit Parade contains more tar and nicotine than Lucky Strike. By the end of this year, filters are expected to be the favorite of 75 percent of U.S. 'Health protection' was the key reason for 70 percent of the smokers switching to filter-tip cigarettes. The laboratory tests showed that in general filter tips contained from 7 to 17 percent less tar, but the Digest says medical authorities claim these reductions are too small and from the point of 'health protection,' not really significant. Those who dropped Chesterfield regular for L & M king, both of Liggett & Myers, inhale 18 percent more tar, 29 percent more nicotine. cigarettes, take in 15 percent more tar and 33 percent more nicotine in the filter-tip cigarette. Smokers who went from Lucky Strike to Hit Parade, both American Tobacco Co.

Reynolds, take in 5 percent more tar, put 7 percent less nicotine. Those who switched from Camel to Winston, both products of R. Its results showed that 'only the smoker of Philip Morris (regular size) who went to Marlboro gained even a slight reduction (about 2% percent) in tar intake.' It took, for example, cigarettes made by the regular-size 'Big Four'-Camel, Lucky Strike, Chesterfield and Philip Morris, and compared the nicotine and tar content of the regulars and filter-tip made by the same companies. The Digest's article explained that filter tips used today are not effective, and some are 'little more than mouthpieces.' It published the results in the July issue and immediately a public relations firm handling the $1,500,000 annual advertising budget of the Digest dropped the account, saying that the magazine's account caused a 'conflict of interest' with its $17,-000,000 advertising account of the American Tobacco Co. Recently it made laboratory tests of filter tips, to determine how effective they were in eliminating nicotine and tar. The magazine says filter-tip has been its salvation. The cigarette market suffered a slump in 1953-54 when the cancer scare drove many away from their long habit of smoking.Д«ut, reports Reader's Digest, sales bounced back amazingly and they are expected to top all records this year. Inferior Tobacco in Filter-Tip Reader's Digest Test RevealsД¬enter for Labor Education & Research, University of Hawaii - West Oahu: Honolulu Record Digitization Project

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