At least one cigarette company caught on to the growing popularity of paperback books. In the 1960s Lorillard purchased advertisements in the middle of best-selling paper backs including such great titles as I Come to Kill You or The Deadly Deadly Art or The Peril Ahead, ironically with ads for Kent and True.

“One footnote of interest…”

Letter to Alan Blum, MD from Quick Fox editor-in-chief Jim Charlton on placement of cigarette brand mentions in teen romance novels
May 20, 1981

I also learned from the editor of a small publishing company that Del, which was the publisher of those same paper backs, had a contract with a writer of teen romance novels to include mentions of cigarette brands.