It's True

From P. Lorillard Co., the smoke signals came up clearer and cleaner. Two weeks ago, Lorillard announced that it would henceforth ignore the cigarette industry's self-imposed restrictions against advertising claims of low tar and nicotine content. Everyone automatically assumed that Lorillard had broken ranks for the simple reason that it was tired of seeing sales of its longtime low-tar leader, Kent, sag.

Not quite so. Last week Lorillard announced that it had a brand-new brand. Called True, the new cigarette is, according to studiously vague company claims, especially designed with a new aerated filter "to deliver reduced tar and nicotine." So anxious was Lorillard to get True onto the cigarette stands that it did not even bother to test-market the blue and white pack. Whether True will set off another competitive battle in the industry remains to be seen. Liggett & Myers is test-marketing a new Chesterfield menthol. American Tobacco is trying out "Mayo's Spearmint Blend,"* and Philip Morris is about to market a menthol Marlboro in a green package. These, however, so far have been heralded for their coolness rather than their healthful components.

* Named after an old Richmond family, no kin to the medical Mayos of Minnesota.

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