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Today, the humidor initiative has pushed its way into more than 2,000 outlets, and sales were on a run to finish at about $3 million, more than half of the parent company''s revenue. contends that $1 0-15 million in sales is a realistic goal for Also this year, jumps into another distribution channel, That venture will be supported by advertising with which publishes So now the company is keeping an eye on large competitors to see if and when they will cross over from tobacco shops. Already there have been some knock offs, with one company merchandising its own version of acrylic displays. His design, now in its fifth generation, makes humidor maintenance for retailers easier compared with filling the water tank in a cigar display''s humidifier--a daily task that, if ignored, would yield stale stogies for the consumer and kill any retail program. The humidors are modular so several units can be assembled into a floor display or disassembled for the countertop.

Philip Morris, say Sullum and others, is not the only cigarette company to try to use government to disadvantage their competitors. In recent years the shoe has been on the other foot as some of the rivals fighting Philip Morris on the Gregg bill, including Lorillard and Brown & Williamson, wanted to use the government to block competition from Philip Morris. They were lobbying states and filing lawsuits to negate Philip Morris'' agreement with stores through its "retail-leaders" program to have its products be displayed hoyodemonterreyi according to market share. "It''s anti-free market," says Duane Parde, executive director of the conservative American Legislative Exchange Council, which opposed the state bills. "That''s a decision shelf space that should be left to the owner of the store. They want to move product, and that''s their hoyodemonterreyi call, not the state government''s."

Into this world of insecurity, impotence and incoherence barges a hugely popular Joe Camel. But just because kids recognized Joe Camel did not mean they were members of his flock. Lifestyle and buying decisions are part of a complex calculus. The yes-or-no world hoyodemonterreyi of surveys, which the government complaint was largely built around, is a phantom. Life is not the straight line the government would have us think it is. Scapegoating Joe Camel indicated the depth of the problem and not the arrival of a solution. America may need new heroes and a new mytho logy, but government did hoyodemonterreyi not show us the way. The adventurists in government have poked their collective noses under a vast new tent, the ramifications of which could be as troubling as they are immeasurable. It is no comfort to know that the likes of an FTC or an FDA want to extend their reach in the name of children. To hold Joe Camel responsible for a rise in teen smoking, you''d have to show that he persuaded kids to smoke who would hoyodemonterreyi not have smoked, and the teenage smoking numbers haven''t done that. The FTC said that since hoyodemonterreyi Joe Camel made his appearance in 1987, Camel increased its share of the "underage" market to 13%. That is a 1993 statistic. A more recent study in 1997 shows that the Camel share of the underage market is 3%. Two cigarette brands today account for more than 80% of the underage market. Camel is not one of them.

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