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Board of Directors
JOSEPHJ . BLACKNALL (1950) . LEw~ts GRURER(i1'946) ALDENJA'MES (19SO) : IRCtN H . PE .A'K (1943u
NVice President'and Vice President and Vice President and Vice President and'
Director oj :Nnnufacturin5 Director of Sales Director of Advertising Directorof'Leaf' .9ctirities
I. . . .: _ .,,
Letter to Shareholders
~.~~
' (1IP I ~-
, : JL, . ~~ . .;, _ Page 2'
! YEAR1953' was marked by higher salles common stock noted above would have amounted
THE and higher profits and somewhat higher divi! to $2 .61 & share had not the additionall 356,573
dends. shares been sold .
It was also a, year of the stiffest competition the
Industry has ever known .
Sales set a new record high
Over-all sales in 1953, the largest in the his-
tory of the Company, were $253 ;933 ;462 ; whichh Our sales continued to rise . Most noteworthy
was $39,424,980 more than sales in 1952 . Profit was the performance .of'QLn GOLD, the only major
of $7,193,571 was the highest ever recorded and brand among cigarettes offering both~regular and
26% over 1952 . It amounted to $2 .28 a share of' king-size~ to enjoy a sales increase in 1953 . The
common stock, compared with, $2 .01 in 1952 : debut of king-size OLU~ GOLD in April„ a step
prompted by a definitive ! trend, contributed to the
Price control came to an end brand's growth during the balance of the year . .
Filter-tipped cigarettes in 1'953' doubled the
The year 1'953' also brought relief from Gov- share of the market they had in 1952 . KE :vTT
ernmental price control, which gave Manage- doubled and redoubled its volume and showed
ment an opportunity to make adjustments in the greatest percentage of increase of any brand
many ways to balance partially the increased over 1952 . Shareholders will be interested to know
costs of'tobacco,,labor and other materials . Relax- that normally it takes four or five years for a neww
ation of this restriction accounted for almost brand to get into the black ; KENT accomplished
$7,300,000 of' the $39 ;424,980 increase in sales . it soon after we! achievedlnation-wide distribution .
You may have read some of the recent news-
Dividend payments were up : paper stories which accented the fact that the
cigarette Industry in 1953 failed to show an in-
Increased profits permitted the Board of Direc- crease over 1952 . We cannot honestly become
tors to declare dividend payments for the year alarmed . Many factors require mature consid-
of'$1 .60 per cornmon~ share, up 10¢ from! 1952 . eration.
This is especially noteworthy because in 1953
additional stock was sold in the ratio of one new King-size brands went, ahead
share . for eaeh seven old shares. We sold 356 ;5733
shares of common stock last year as part of a For example, there was the : increased sale of
refunding, program undertaken to refinance, in king-size cigarettes - in 1953 they aecountedl for
part, outstanding short-term bank loans . Such 27% of the market, 9%~ more than in~ 1952I-
loans, reflecting, increased leaf purchases, peri- which naturally tended somewhat to reduce unit
odicall'y require replacement with more perma- consumption. And, there were a number of new
nent capital . The profit of $2 .28 a share off brands - as welll as new size old brands - intro-
2
duced during the year which required inventory cigarette manufacturers in the formation of the
adjustments by distributors . Too, there is doubt Tobacco Industry Research Committee, which„we
whether the 4% increase in factory withdrawals are confident, will get the true facts .
in 1952 representedl a 4% increase in~ actual con- In 1953 your Company honored its long-service
sumption or may have been a reshuffling of in- employees. Gold pins in recognition of loyal and
ventories . continuous service, ranging from 20 to 50 years,
Wide publicity was given during 1953' to re- were presented to 629~ Lorillard men and women .
ports of experiments with mice and' to suggestive With, this group of seasoned, mature people of
statistical analyses which attempted to link exces- hard-won knowledge and experience we have
sive cigarette smoking with lung cancer . While blended'middle~aged men and women at the peak
these are unproved and' inconclusive studies„ylan- of their potential, and' energetic, young blood
agement does not believe they shouldi be lightly with an earnest desire to learn and to serve .
dismissedi Accordingly, we have sought the facts. Thus the Management team has balance and as-
Shareholders will be interested'to know, that many surance of continuity of'leadership .
distinguished doctors and'research scientists have
publicly questioned the validity of' these experi-
Planning for tomorrow
ments and their significance . There is no proof
that cigarette smoking is a cause of'~ lung cancer, Programming f'or our new plant' in Greensboro,
and there is no agreement among the medical North Carolina, advanced as planned . Ground'-
authorities on what the cause may be . breaking ceremonies will be held there at mid-
We believe Lorillard products are not injurious year . An architectural perspective drawing, is
to anyone's health, but we accept as an inherent showm at the centerfold. This new source of! pro-
responsibility of'our corporate citizenship the ob- d'uction~ will permit the Company to sustain its
ligation to make the public's health our business . growing stature in the Industry .
In addition to continuing a program of'~ research In the past year we strengthened our funda-
in our owm laboratories and, through consulting mental posi'tion iit the Industry . We are confident
research organizations„we have joined with other and optimistic about the future .
1'
ANNUAL MEETING' AND PROXY : The Annual spokesman for an, individual who works, saves and
Meeting of, Lorillard shareholders will be held on April invests in his future security ."
6, 1954 . Notice of this Meeting is enclosed with this Your proxy is thus your way to approve or disapprove
Report,,along with proxy and proxy statementL of ManagementPs stewardshipi Your vote is therefore
Approximately 77% of our shareholders are individuals important personally to Management. If youi are unablee
holding,101D shares or less . As we said in a previous An- to attend our Annual Meeting in New York on April 6,
nual Report : "This means we,are financed by'_41ain Street . 1954, please sign and, return your proxy before you
We like this situation because it makes small holders put it aside. It will let us know of' your continuedd
important . It makes eaoh proxy, for however few shares, interest .
Our 1953 Results at a Glance
PERCENT
1953' 1952 IN CREA'SE
We received :
From sales of our products . . . . . . . . . . . $253,933,462 $214,508,482
``REFERRED 8 COMMONi
' DIVIDENDS
s.os e
RETAINED EARNINGS .
0400!
TEN-YEAR COMPARISON OF FINAN~CIAL STATISTICS
RELATING TO OPERATIONS
Income Dividends
Year Income Income and per per
Ended Net before Taxes Excess Net Common Common
Dec . 31 Sales on Income ProftsTases Income Share* Share
c M
.0b
4 If
K
fl .W
N 'SI 'f2 'fs
Although competuion was keener in 11953, Lorillard brands went ahead 12% . Sales Division's well-planned m.erchan,
dising programs for introducing king-size OLD Go[ .D and pushing KENT helped bring the Company its best sales year .
BRIGHT NEW CHAPTER was written into the cigarette which has the heritage of fine quality
1-1 Lorillard book of sales in~ 1953 . While the long associated with~ OLD Got .Dr
Itidustry as a whole failed to advance,, Loril'lard Filter-tip cigarettes continued to grow in popua•
brands were up 12% . larity and showed a 128% gain over 1952 : The
Our OLD GOLD was the only brand in its cate- sales progress of KENT was the talk of the Indi,ls-
gory to show an increase over 1952 sales accord- try; our filter-tip brandl turned in a spectacular
ing to published figures widely held as authorita- 500% sales increase. By late Spring of 1953 pro-
tive and whi& we use as a yardstick to measure duction facilities enabled us, tb make' KENT avaiil-
comparative Industry growth . Our filter-tip brand
KENT' showedithe greatest percentage gainof'~ any
POST:WAR GROWTH OF LORILLARD CIGARETTES
cigarette, regardless of' classification .
x,E VS. ALL OTHER INDUSTRY BRANDS
King .-size cigarettes as a whole adbanced 45% 19 . 6 S. I.. TA%-PAID SAIES'. 19Y619!] ~.
6
Ahtong 1953's dramatic displays to launch OLD GOLD Sampling activity took salesmen everywhere, even intoo
king-size was this new rack for large markets . The rackk disaster areas,, to make f riends f or OLD GOLD . This is a
also features OLD~ GOLD regular,, KENT and EMtsAssy : scene at tornado-swept Morcester, Mass ., last Summer .
able ini every U. S . city . More of each salesman's Throughout the year the Lorillard sales organ-
time was assigned to assuring a wider availability ization was stabilized and strengthenedL; at noo
of KENT, and we gave greater emphasis to smoke time in Company history have we had a more
demonstrations before medical and dental con- hard?working and alert force of' merchandising
ventions to prove the superiority of KEVT's specialists.
Micronite filter . Nb channel to the consumer was overlooked
Cigar sales throughout the Industry fluctuated and'some new ones were developed . Merchandis-
during the year and, while up slightly in volume ; ing,through, food and grocery stores,,which Loril-
were disappointing from~ the standpoint of profit . lard pioneered and which now accounts for about':
HEADLINE, now available in, a vacuum-pack, one-third' of all cigarette sales, received greater
showedi the greatest strength in 1953 . MURIEL, attention . The importance of vending machines
our leading cigar brand, which showed an 18 `•"o was seen by Lorillard several .years ago ; such
gain in 1952, did not advance in 1953 . sales now represent 1i6`,7a of the Industry volume .
Industry sales of'chewing,tobaccos fell off'3% In 1953 we developed new devices to draw smok-
during the year, bufi our brand' BEEax-N'uT, the ers to the OLD GOLD columns in vending, ma-
Industry's leader in its class„ continued to enjoy chines. At every opportunity - in RFD country
a sales gain, advancing, 4'% over 1952 . On the stores and sleek new airlines terminals, fromi
other hand, sales of'smoking tobaccos, following, Social Register functions to county fairs - Loril-
a trend of'several years, continuedl to fall off in a l'ard salesmen were winning new friend's for our
narrowing market . brands . .
Creating eye-arresting window displays is Yending machines received added atten- In-store smoke demonstrations to prove su•
one phase of'Lorillard salesmen's activity . tion in 1953 with new advertising devices periority of KEN'r's Micronite filter became
This is a typical display forM[7tucL cigars . designed toattract smokers to our columns . an ever-widening activity of our salesmen .
0
The Advertising Investment Yielded
Greater Dividends
Lorillard brand messages
reached 100,000,000 people weekly in 1953
DVERTISIhG is an investment in product devel- SattLrday Evening Post, through~ which it reached
opment, brand loyalty and Company growth . an audience of 58,550,000 with~ ea& ad . In addi-
Confronted with the stiffest competition the In- tion„ O0 LD GoLn messages were placed in publica-
dustry has ever known, Lorillard strengthened this tions having a specific appeal . In 1950 Lorillard
investment in 1953 to gain greater prominence became the first cigarette producer to advertise
for our brands. . in, the mass circulation ma ;azines sold through
The test of any investment is the dividend it grocery chains and super-markets . In 1953 the
yields . In 1953,, the dividend was reflected in the Company decided to expand its use of these pub-
fact that Lorillard' was one of'~ the few tobacco lications, a step dictated by the fact that during
companies-and the only major one-that could the year one-third of'al!1 cigarette sales were made
point to a unit' sales increase during the year, an over the counters of food stores .
advance of'~ 12` over 1952 . Hbw welli the Company succeeded in getting,
The advertising investment enables the Com- more than : a dollar's value for each dollar spent
pany to balance production and consumption- was reflected in continuing, surveys to determinee
and tip the scales in favor of safeguarding the the number of magazine readers whol note OLD
shareholder's interests . Each passing year encoun- GOLD advertising. OLD :GoLD showedl25% higher
ters new cigarette brands which are making an recogni'tion per dollar spent than other brands .
impressive bad for consumer recognition . To fend Of' similar interest was the survey report that
off these attempts to penetrate the lines held by 51% of all smokers-regardless of their brandl
oldi established brands ; it may even be necessary preferences-remembered specific .features of OLD :
in the future to broaden the program of advertis- GOLD'S advertising . This has special significancee
ing as a protective measure . for us because, in 1953, the tend'ency, of'smokers~
Because Lorillard cannot divert the trernendbus to switch brands showed a marked increase :
sums of money to ; advertising,that some firms can ; We expanded our use of television on behalf'
the Company's advertising architects in 1953 had of' OLD GOLD in 1953' . Our two established shows
to get more than a dollar's value for each dollar - T wo f or the Money and Chance o f a Li f etime -
spent . The Company concentrated its magazine continued to reach large weekly audiences, and
advertising for OLD GOLD in Life, Look and! The we added a bright' new show, ,Ludge for Yourself,
Popular Hoosier humorist Herb Shriner Popularity of OLD GOLD Dancing Packs KENT commercial given by Jonathan Blake
reaches 18 ;000;000 weekly via radio-TV was seen in 20,000 requests for their faces . won many TGV advertising honors in 1953 .
A QUICK' LOOK AT LORILLARD'S NETWORK AD\rERTISING'
Tro Far Judp. For Ch'o nc. Of Ov..n For . ~I Toylor Monday Morninp .
A Day. ~, Grant N.ws N.odlinos K.nt Tl..otr .
Th. ,Mon.y, I Yeurs.lA A Lif.time Th. W.b
A'udi.nc. (WMkly) 1t.~171A00 I 1II,927;600. 3,242 ;600 13;200,000. 11,0581000 3;060,900 . 1,800A00 . 4,243,017
Aitnewwr . p~nnis D.nnis D .nnis~. Jonathon G.m Toylor Don Gordin .r~ JonaMwn
Jam.. Jems~. 8]ck . . 8bker Grant L.nMordsLY. 81ak'v*
JotMS
starring Fredl Allen . These three TV productions uting' to Company profits, This, we believe, is
took OLD GOLD's message : to more than 30,598,- somewhat of' a record . .
20I0 Americans weekly. As a result wemere able to give additional pro-
To reach that vast portioni of the American motional support to our filter-tipped brand . In
public which relies on radio for its entertainment 1953 we launched Kent Theatre to supplement :
and news, the Company presented Two f mr the the widely popular mystery-drama The Web on
Money, Queen for a Day ; and Ta^vlor Grant News television, and also assigned our radio news
on behalf of OLD GOLD . show Mondav Morning, Headlines to promoting
To ~ introduce OLD : GOLD king-size . Lorillard em- KENT .
ployed to advantage : all its TV and radio shows
as well as the' regularly scheduled program of' K E1+rT conz mQr c ia l won ,. manyhon+ors
magazine advertising . In addition ; dominant in-
sertions in 2416' newspapers were : lined' up . The effectiveness of our KENT advertising won
Experience with KENT in 11953'libeled the popu- many honors in 1953, including being picked
lar notiom that it takes many years to get the as the No . 1 commerciall for the "hard' sell" by
advertising, dollar back in the Company's coffers . AdveTtising, Age - The National Newspaper of
KENT cigarettes, were introduced in the Spring, of Marketing.
1952 . As production and distribution ; made pos+ Throughout the year Lorillard put it's brand
sible wider market availability, effective advertis=
ing, followed in its support. Consumer response messages before more than! 100,000',000peopleweekly, getting the maximum effectiveness from
was so gratifying that in the Summer of 1953' each d'ollar invested in advertising . In 1954 the
Ke~rtT was in the black and absorbing the cost Company will demand even, greater performance
of' its over-all promotionall program, andl contrib• of' each advertising dollar .
Since Lorillard launch'ed AnFerican Indian nrnnis James . OLD GOtn annoeJncer„also Jack'Bailey's Queen, fNtr a Den• on behalf
ftlm series, 75,000,000 haue viewed th'em . stars in TV show Chance of a Lifetime . o/'OLD GoLD continued as top radio show .
The Bronx River Mill, built about 1840
by Peter Lorillard, son o f'the Company's f ounder, was at
one time the largest tobacco-producing, unit
in the United States .
The origin.al'structure, now part'of'the
Btonx River Park system, still stands . To contrast'this
edifice with Lorildard's plans for tomorrow,
please turn the page .
OUR NEW GREE,NSB0R0 PLANT'
R?hen cornpleted~ it' will~ bet~ter enabl'e~~~ ~
TOBACCOPRICES IN 1953 gave opportunity for Thus, despite the fact thatGovernmen2 support
study of a tough~ lesson in the realistic trans- prices : in 1953' wem on tlie average less than in
lation of'~ the economic principle of' supply and 1952, your Company had to~ pay a higher price
demand . Supplies were cut when 1953's drought last year for flue-cured and' burley tobacco leaf
shrank the yield per plJanted acre. Surplus pro- than it did in 1952 .
dhction, normal under ordinary times, was made The higher costs were not sprung on us without
impossible by the Government's regulations which warning . We anticipated increased leaf costs at
limited the : acreage for tobacco growing . the outset of 1953 ~and accordingly made our plans
Demand' climbed to an allltime high, helped for purchasing by developing & rigid timetable
along by the accelerated trend to king-size ciga- for our tobacco ~ inventory acquisitions . Purchases
rettes, which require more tobacco per unit! . were timed strategically so that we were success-
fullin obtaining,top quality leaf as is our custom-
but': without the penalty of paying a, premium to
do so . The market situation deniedl opportunity
for savings, but careful planning enabled Lorillard
to get a full! dollar's worth of quality leaf for
each dollar spent . .
The Government has announcedi a small in-
crease in acreage for the : 1954~ flue-cured crop .
which should help in some measure to alleviate
the supply picture for the corning year,, but it is
doubtful if it will' be sufficient to balance out the
crop losses caused by the 1951 drought . On the
other hand, the Government has also announced
its intentioni to decrease the 1954 burley crop
acreage .
12
m
Every Plant
Worked at
Full Capacity
These production lines worked two shifts, six days a week
throughout year to meet demand for KEwT'and'king•size OLD
Introduction of' king-size OLD GOLD Ctioto, b'otb' of which added to our normal producti .on loads .
13'
Research . . . in Lorillard's Greater Service
While stead'f astly maintaining
quality control' over current' products ; it constantly
looks ahead f or new ones
Test of'paper's tensile strength is one Analytical balance weighs minute quantities o/ Nicotine determination in stnok'eandlea/ involves filtration procedures
of many to assure cigarette's quality . ash to determine non-eombustibleaeaf elements . .
mount, more and more capitall must be : invested
in tobacco leaf inventories .
Lorillard-developed instrument determines "draw" o f cig= General view of Lorillard laboratory which was responsible
arettes and tightness of cellophane wrapper on packages : for development of KE*tT cigarette and king-size OLD GOLD .
P. Lorillard Company
: 'I
CONSOLIDATED
ASSETS
. December .31 '
Ct1RRENT, ASSETS'i', 1'953' 1952
Cash . . . . . . . . . . . . . . . . . . . . . .: . . . . . . $' 7,622,449 $ 8,547,344'
Accounts receivable - customers (less $660,839 in 1953' and .
$643,8111 in 1952 for doubtfyl aceounts and cash discounts) . 11',629,297, 9,602,442
Other accounts receivable . . . . . . . . . . . . . . . . . . . 453,609 323:262'
Inventories (at average cost) :
Leaf'tobacco . . . . . . . . . . . . . . . 116,690,466 140 .093 .684
Manufactured stock and revenue stamps . . . . 14,188.749 10,365,707
Materials and supplies . . . . . . . . . . . . . . . . . . 4.8474955 4 .548:705
Total current assets . . . . . . . . . . . . . $155.432,525 S143 .481,144
PROPERTY,, PLANT ;, AND EQUIPMENT (as adjusted D6cember' 31, 1932 by'
authorization of stockholders, plus subsequent additions at cost, less
retire.ments) : .
Land . . . . . . . . . . . . . . . . . . . . . . . . . . $ 991,874 $' 866,529
Buildings and buildsng, equipment . . . . . . . . . . . . . . 7,979,883 7,730;775 .
Machinery and eqpipmenG . . . . . . . . . . . . . . . . . . . 1 .51421,127 14,007,918'
$ 24;392;8841 8'22,605,222 ~
.Less accumulated depreciation . . . . . . . . . . . . . . . . 8;174',245 7,519;378
Total property, plant, and equipment'- net $ 116 :2118.639. $' 15,085,844
BALANCE SHEETS
LIAB'ILITZES,
December 31'
CURRENT LIABIIITIES :' 1953 1952
Notes payable (banks) . . . . . . . . . . . . . . . . . . $ 25,700,000 $ 49,700,000
Accounts payable . . . . . . . . . . . . . . . . . . . . . . 3,450,467 . 3 ;9-4fi,273' .1 .
Debentures due within one year . . . . . . . . . . . . . . . . 950,000 600,000
Accrued taxes . . . . . . . . . . . . . . . . . . . . . . 12,042,934 6,502,735
Accrued payrolls . . . . . . . . . . . . . . . . . . . . . 1,225,779 801,317
Accrued interest . . . . . . . . . . . . . . . . . . . . . . . 476,438 270,000
Other accrued liabilities . . . . . . . . . . . . . . . . . . 3'1I7;409 291,168'
Total current liabilities . . . . . . . . . . . . . . . $' 44,163,027 862,1111,493 .
LoNC.TERn I DEST :
~
17
~
~
CGNS'OLIDATED INCOME AND RETAINED EARNINGS
$ 36,607,411 $'33,844,147'
Dividends on Preferred Sto& ($7' .00 1per share ) ea 686,000 $ 6815 ;000'
Dividends on Common Stock ($1 .60 per share in 1953, $1 .50 in 1952) 4,457,477 3,744,307
$5 ;143,477 S 4 ;430,307
Notes :
(1) As a resudu of'restrictions contained in the debenture indentures on the payment of dividends on
common stock andl the purchase, redemption, or retirement of such stock, the amount which
couldi have been expended' for such purposes at December 31, 1953 was limited to $9,550,094. .
(2) Funds held by disbursing, agents for payment of' preferred and common dividends, debenture
interest, etc ., aggregating, $2,246;977' at December 31,1953' and $511,918 at December 31,
1952,, and the related liabilities, have been excludedi from the balance sheet .
(3), Provisioni for depreciation amounted to $1 .051',4457 in 1953' and, $950:870! ini 1952 .
18
HAS'KIINS & S ELLS
CERTIIFIED. PUBLIC ACCO :UtiITANTS~:
67 BROAD STR'EET'
NEW' YORK 4
,:
41ZI 4~ ele&
19,
A shareholder at last year's .-Lnnual'Meeting takes the floor t~oask31anagementaq,uestion
relating to our business . The audience also was shown latest Lorillard' documentary film . .