Call for A.S.R.

Though sales are at a record high, the nation's cigarette manufacturers are still worried that a new cancer scare might topple the impressive sales statistics. Seeking to hedge their bets, the tobacco makers have been searching for ways to diversify. Last week Philip Morris Inc. announced that it would purchase A.S.R. Products Corp. (makers of Gem and Pal razors and blades) for $22.5 million. The deal would mark the first move by a major U.S. cigarette manufacturer to go into a new consumer field. Said Philip Morris President, Joseph F. Cullman III: "I believe that A.S.R. represents a nucleus to which could be added a number of other consumer products."

Though A.S.R. is the second largest (after Gillette) razor-blade manufacturer in the U.S., until recently it has suffered from unimaginative marketing policies. With its extensive advertising, promotion and consumer-research programs, Philip Morris hopes to beef up A.S.R. sales; other consumer-product possibilities for the new combine are candy, shaving creams and men's toiletries.

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