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Although each company still sought an advantage over its competitors, the new health evidence threatened the future of the entire industry. Prominent public relations firm Hill & Knowlton concluded on behalf of the industry as a whole that health claims were considered to be no longer viable. Liggett & Meyers, the only company to decline participation in this joint industry program, ran the last ad to feature notable reference to doctors in 1954a slyly oblique celebrity endorsement from Hollywood star Fredric March with the tagline, L&M Filters Are Just What the Doctor Ordered. Would you like to support Flashbak

The 55-year-old smoked cigarettes for 40 years, but quit in March after an initial diagnosis of stage two throat cancer

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Perjury: The Hiss-Chambers Case (2nd ed.)