Cheaper Coronas

Companion of the gardenia boutonniere, the $100 ringside seat, the Charvet cravat, Corona Coronas is the mellow smoke of plutocracy, the incense stick of happy days. Best known of U. S. quality cigars, it used to sell for 60-c-. Last week Corona Coronas, sympathetically following most of its consumers into retrenchment, was offered at three for $1.

Similar adjustments were made in the price of other brands (Corona Perfectos, Bock Panetelas, Villar y Villar, Henry Clay, La Meridiana, La Vencedora, La Carolina) turned out by companies affiliated with American Tobacco Co. Cause of this was not competition of cheaper brands, including American Tobacco's 5-c- Cremo ("Spit is a horrid word!"), but economies made possible by moving the factories from Havana to Trenton, N. J. Although the Spanish-style factory at Trenton will not be completed for a month, 500 employes have been working in a temporary one, learning the business.

Biggest economy effected by the move is in duties. The company had much trouble with labor unions in Havana, could not speed production, teach new methods. In Trenton, while the wrapping will be done by hand, automatic Cellophane wrappers will handle 1,000 cigars for 90-c- against the $4 manual cost in Cuba. The ancient custom of each operator taking six cigars a day gratis will be abandoned and Trenton's girlworkers will hear a piano instead of the "reader" who entertains all Cuban cigarmakers with stories and political discussions, often Red.

The output of the Trenton companies is controlled by American Cigar Co., subsidiary of American Tobacco. President of American Cigar is Albert Hayes Gregg who has been in the cigar business over 30 years. He lives in Montclair, N. J., drives his car to Manhattan daily, never carries cigars or cigarets. But the drawers of his desk are filled with both. His favorite cigar is a Corona Coronas and, like every other employe of the big cigaret companies, he smokes his firm's leading brand.

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