In July, 1952, Liggett & Myers Tobacco Co. ran an ad in Life magazine, boldly stating The Spotlight's on Chesterfield, and claiming that it was "kept tasty and fresh by pure, costly moistening agents proved by over 40 years of continuous use in U.S.A. tobacco products as entirely safe for use in the mouth...," and that "scientists from leading universities make sure that Chesterfield contains only ingredients that give you the best possible smoke."

On March 20, 1997, 47 years later, the spotlight was again on the maker of Chesterfield, as Liggett admitted it had lied repeatedly about the health dangers of tobacco and had for decades intentionally marketed its cigarettes to children as young as 14 years of age. Specifically, Liggett agreed to:

• Admit that smoking is addictive and causes cancer;

• Admit that some of their tobacco marketing has been directed toward minors, and avoid doing so in the future;

• Cooperate in lawsuits against other tobacco companies, turn over documents it has related to these lawsuits, and allow its employees to testify freely in the suits;

• Pay 1/4 of its pretax profits annually, plus up to $25 million, to the states who are suing it, over 25 years.

While it's old news to most people that tobacco is addictive, causes cancer and that tobacco companies target children in their marketing, this is the first time any tobacco maker has acknowledged having this information for decades. Thus, all the advertising in the 1940's, '50's, '60's -- the ads that hooked today's elders -- and to the '90's telling smokers that cigarettes were safe -- all these were intentional lies.

In return for these admissions, Liggett settled the 22 pending state lawsuits accusing it and other major tobacco companies of lying about the health effects of tobacco and seeking billions of dollars in damages. The settlement made sense since Liggett is the smallest of the five major cigarette makers, and the evidence it has agreed to produce has great potential for helping obtain judgments against other tobacco companies. Liggett's admissions also make further denials by the other tobacco companies seem even more absurd and indefensible to most citizens.

However, in a separate nationwide class action suit settlement, Liggett is seeking blanket immunity from lawsuits by any U.S. resident for any actions Liggett has ever taken to cause harm to such persons through its tobacco products. And, within days of the Liggett settlement, Philip Morris and R.J. Reynolds began "secret talks" with the 22 Attorneys General and the White House to try to reach a settlement providing all tobacco companies with the same blanket immunity from lawsuits. In return, they are offering a financial settlement and agreeing to marketing restrictions which would do little to reduce youth or adult tobacco addiction. Thus, tobacco makers are seeking absolute protection from liability for their intentional and knowing actions in addicting millions of persons to a product, which, if used as directed, kills.

While it's unclear if these "secret" discussions will produce an agreement, any major settlement will require Congressional and Presidential approval. As the persons afflicted by the diseases and death caused by these tobacco companies' products, older persons have a direct interest in any settlement agreements with the tobacco industry -- and an interest in informing Congress and the President of their views.

THE HUMAN TOLL OF SMOKING

Janet Sackman, a former model who appeared as Miss Chesterfield on the Perry Como television show and was a Lucky Strike cover girl in ads that ran in numerous magazines, began to smoke at age 17 when a tobacco executive told her that an aspiring model like her should smoke.

Today, at age 65, Janet Sackman speaks with a voice box. Janet developed lung cancer from years of smoking and had to have her larynx and one third of one lung removed. In recent years Janet has become an activist in the tobacco control movement, speaking frequently to youth with a simple message: "If you smoke, you die. Eventually, it gets you."

Janet Sackman is lucky to still be alive. The family of Jean Connor has only memories, since Jean died two years ago, at the age of 49, of lung cancer after smoking for 33 years. Before she died, Jean made a videotape in which she described the horrors of lung cancer. The tape was so vivid that a Florida judge ruled that it was too emotionally upsetting for a jury to see it without being prejudiced by it.

Janet and Jean's family have one thing in common, besides the horrors of lung cancer: they are both suing the tobacco companies who made the cigarettes they smoked for years. In each case, Janet and Jean are explicit in accusing the tobacco companies of lying about the harmlessness of smoking.

At 68 years of age, Lauretta Bambula had smoked for 43 years and then, six months ago, decided to try to quit. She had tried twice before, in 1982 and 1986, but had not been successful. This time, with the aid of nicotine gum, she had gotten through 5 months without smoking, and then got the shock of her life. She was diagnosed as having lung cancer.

Lauretta is now undergoing radiation treatment, which may have to be followed by chemotherapy. Her doctor can't operate on her because her breathing is so labored due to the years of smoking. She is given a 50-50 chance of living for two more years.

Janet, Jean, Lauretta -- three victims of tobacco. One dead at 49. Two living, but under conditions no one would wish on anyone, even a tobacco executive.

The personal tragedies are unending. Over 400,000 families in the U.S. suffer each year through the tobacco-related deaths of loved ones. The deaths are often lengthy and painful, for both the victim and their families and friends. It's all too easy to be numbed by the figures of 400,000+ deaths annually -- until it's you who is directly affected.

CIGAR & PIPE TOBACCO INDUSTRIES TARGET OLDER PERSONS

In the last three years, cigar advertising and sales have risen dramatically, with baby-boomers and older persons as the primary target groups. Led by Cigar Aficionado magazine, this promotional frenzy has featured middle-aged and older movie and sports stars, with a focus on affluence and prestige.

Cigar advertising has been most prominent in up-scale magazines and newspapers, such as The New Yorker and the New York Times, while cigar paraphernalia, such as pocket humidors, cigar cutters and even cigar cuff links, has been featured in Brooks Brothers Clothiers Holiday '96 Catalog.

This targeted niche advertising paid off handsomely. Cigar sales declined steadily from 1970 to 1993, after peaking in 1964 when 9.9 billion cigars were sold in the U.S. This new burst of advertising increased cigar sales by 9.2% from 1994 to 1995. In 1995, about 4 billion cigars were sold in the U.S., led by sales of premium cigars (at $1 to $20/cigar) with a 28% increase over 1994 sales.

Meanwhile, the pipe tobacco industry is plotting new marketing strategies to cash in on the cigar hype. Sales of pipe tobacco in 1996 in the U.S. were about 7.5 million pounds, a seven-fold decline since 1970. The estimated 3 million U.S. pipe smokers are largely older persons, with half over the age of 46, but they produce sales of $80 million annually.

he boom in non-cigarette tobacco sales reflects the power of focused advertising, but news accounts also suggest that many cigar and pipe smokers mistakenly think that cigars and pipes are safe because the smoke is not supposed to be inhaled.

The Real Facts About Cigars

• Cigars contain nicotine -- an addictive drug.

• Most of the cancer-producing chemicals found in cigarettes are also in cigars.

• Cancer death rates for cigar smokers are 34% higher than for non-smokers.

• Cigar smokers are 3 to 5 times more likely to die of lung cancer than non-smokers.

• Cigar smokers are 5 times more likely to get emphysema than non-smokers.

• Cigar smokers are 4 to 10 times more likely to die from laryngeal, oral or esophageal cancers as non-smokers.

• Some cigar smoke is likely to be inhaled, especially if the person is used to smoking cigarettes.

• Secondhand cigar smoke is more poisonous than secondhand cigarette smoke. The smoke of 1 cigar equals the smoke of 3 cigarettes.

SMOKING CESSATION WORKS!

The best thing about quitting smoking is that you get immediate positive results -- and, the longer you refrain from smoking, the healthier you get. The following facts are adapted from the Clear Horizons Program materials developed by the Fox Chase Cancer Center in Philadelphia, Pennsylvania (for more information, call (215) 728-2715).

Immediate Benefits of Quitting Smoking:

• You'll be able to breath better and walk further without running out of breath.

• You'll sleep better. Smoking is like caffeine and keeps you up at night.

• Your circulation will improve.

• You'll be safer, since a home without smokers is much less likely to have a fire.

• You'll protect the health of others around you because you won't be surrounding them with secondhand smoke, which is a carcinogen. Older persons with respiratory problems, allergies, asthma, and heart disease are particularly at risk from secondhand smoke, as are young children.

• You'll save money that would otherwise have been spent on cigarettes, at the rate of about $2.25/pack.

• If you're on medication, it may work better, since smoke interferes with the effectiveness of many drugs, including drugs commonly taken for forms of heart disease, lung diseases, pain and diabetes.

Longer Term Benefits of Quitting Smoking:

• Within a few months of quitting, heart and circulation begin to improve.

• Within about one year after quitting, the increased risk of dying from a heart attack caused by smoking is gone.

• Quitting smoking is the single most important step you can take to prevent cancer.

• The effects of emphysema and bronchitis can stabilize or improve when you quit smoking. Diseases such as these are ten times less likely among nonsmokers.

• Quitting smoking will add years to your life.

• Diabetics who stop smoking are much less likely than smokers to suffer serious effects like heart disease, blindness and stroke.

• Your memory may improve, since smoking fogs memory by reducing the blood-flow to the brain.

• You'll feel more healthy and vigorous.

• Women who don't smoke are less likely than women who smoke of getting severe forms of breast cancer, osteoporosis, or cervical cancer.

• Women who don't smoke and take hormones (such as estrogen) after menopause may have less chance of having a stroke or blood clots than smokers.