this morning to communicate about on the 1970s learn of placing cigarette ads bound directly into the center of paperback books. Thanks to the 40+ million pages of subpoenaed and leaked internal documents in the UCSF database. I found the paper trail of who was behind it (most of the big paperback publishers starting with Pocket Books) and how much money was involved (millions). And no the authors weren't making a dime. Lorillard alone ran ads in 540 million (!) paperbacks in a four-year period. They mostly hit pulpy mass-market stuff but some literary authors got hit too -- including incredibly. 74,000 copies of The Bluest Eye. Want the claim names and numbers? I've put the original marketing studies print run orders and customer complaints in a timeline below linked directly into Times and Legacy docs:: The New York Times reports the formation of the Quality Book Group by Roy Benjamin of the Benjamin Company along with Pocket Books. Bantam Books and the New American Library.: In an early Benjamin Company overture to cigarette companies. Roy Benjamin writes to American Tobacco Company about ad rates for the back cover of Joe Gargiola's Baseball Is A Funny Game. The New York Times reports that Dr. Benjamin Spock has lost his fight to keep ads out of Baby and Child Care.: A BBDO Advertising analysis signals paperback advertising "on a large measure.": Roy Benjamin contacts Liggett & Myers (maker of Lark cigarettes) suggesting that it sponsor a book titled It's Safe to Smoke.: An internal memo by Lorillard media director William Santoni lists a 155 paperback title ad buy for August 1971.: A earn to Benjamin Company by William Santoni of Lorillard orders an ad buy in 74,000 copies of The Bluest Eye.: The Times reports that in the change state of a TV ad ban tobacco ad spending has migrated to other media. It singles out Lorillard's use of paperback ads.: deKadt Marketing and Research Inc conducts a national study that finds paperback ads effective.: Robert W. Lee of Alexandria. WV complains in a letter to the Tobacco Institute that his 10 and 14 year-old sons have construe books containing ads for Kent and adjust cigarettes. Both are Lorillard products.: A Lorillard memorandum notes a four-year be of $3 million in expenditures for 540 million paperback ads.: Philip K. Shaner of the William Esty Company suggests to R. J. Reynolds that they make an ad buy in Dave Marsh's [Book of] Rock Lists.: A Nicholas Research International chew over of Salem smokers in St. Louis finds that they "construe very little.": A measure gasp. John Heacock of the Heacock Literary Agency contacts Philip Morris offering ad placement in a new paperback-sized hardcover format by SOS Publications of Los Angeles -- "an ideal audience for cigarette advertising." On Philip Morris V. P. John L. Thompson responds notes Lorillard's previous use of the change and declines the offer. Incidentally here's one curious discovery that wound up on the cutting floor: I found an October 1986 Philip Morris memo detailing under a re-create label in the San Francisco Examiner.
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Related article:
http://weekendstubble.blogspot.com/2007/12/stick-that-in-your-book-and-smoke-it.html
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