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In Wasko J and Meehan E R (eds.), A Companion to Television 2nd Ed., Chichester: Wiley Blackwell, pp

However, viewed in light of smoking habits in 1963, just before the Surgeon Generals first report was published, it was a radical step As recently as the year prior, the Society of Actuaries had sponsored a panel discussion on using smoking as a risk factor, the general consensus being that this was totally impracticable in underwriting life insurance Were the first major insurance company to do something about it we have a lower rate for non-smokers The initial nationally placed magazine and newspaper advertisement by State Mutual of America for its Preferred Protection plan for men and women who havent smoked a cigarette for at least a year April 1964 State Mutual studied the Surgeon Generals Report with great care, And we came to this conclusion: the non-cigarette smoker, in our opinion, is a better life insurance risk

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