The Fifties
1952: Reader's Digest published "Cancer by the Carton," an article detailing the dangers of smoking. The effect of the article was enormous and the smoking public began to take notice. The following year, cigarette sales declined for the first time in over two decades

1954: EVA COOPER files first tobacco lawsuit; sues R.J. REYNOLDS TOBACCO COMPANY for her husband's death from lung cancer. He had smoked Camel.

1954: Marlboro Cowboy is created for Philip Morris.

1954: Tobacco companies began mass-marketing filtered cigarettes and low-tar formulations that promised a "healthier" smoke. The public responded, and soon sales were booming again.

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