Section II 
DR. SHIFFMAN: I very much share your concern that we come up with a 
system that is communicative and that is grasped by the smokers whom we 
are trying to reach. Part of what is attractive about a range is that it also 
communicates, to borrow a phrase, that their "mileage" will vary. My 
concern about any one number, no matter where you put it on the spectrum, 
is that it does not communicate that and implies that this is exactly what 
this cigarette will deliver. So, 1 think it is a significant challenge to health 
education, public education, and advertising people to design a system that 
communicates this idea of range and the idea that range is to some degree 
under the control of the smoker and his or her behavior. Part of what is 
attractive to me about that range is communicating exactly that, that the 
human yield is variable and that it is variable to some degree according 
to the behavior of the smoker. That is something 1 would like to see 
communicated. 
DR. FREEMAN: Dr. Stitzer? 
DR. STITZER: 1 just want to support that point. 1 think that we are dealing 
with a situation where the public is very lacking in knowledge, and the one 
particular thing that is not understood by smokers, 1 believe, is that the 
way they smoke their cigarette determines the yield that they get from it. 
1 think the basis of the system we design should be to convey a very basic 
piece of information, and some of these ideas about ranges and so forth 
are important. The fact of the matter is that, with low-yield cigarettes, 
these ranges are going to be very wide. They are going to be completely 
overlapping with the higher yield brands, but that is exactly the information 
that we want the consumers to know. 
Now, the unfortunate part is that consumers do not have any good 
way of knowing where they in particular fit along any range that we might 
present, and that is a different problem. 
DR. FREEMAN: Dr. Benowitz? 
DR. BENOWITZ: 1 would also like to support Dr. Shiftman's comments and 
just say that we could be specific about this, and 1 think we should be. For 
example, we can say that if you block these ventilation holes, this is what 
your exposure will be, and if you do not, this is what your exposure will be, 
and we can also request that ventilation holes be marked to make them 
obvious to the smoker. Make them bright red or orange or something to 
minimize your exposure; 1 am all for ultralow-yield cigarettes if people will 
smoke them that way. 1 think that is great. You have to make it possible 
for them to do that, and we could with labeling. 
DR. FREEMAN: Dr. Henningfield? 
DR. HENNINGFIELD: I also agree that the range is basic, honest, accurate 
information, but it is clear that it has to be coupled with education on what 
factors may affect your intake: how consumers can change their behavior 
in ways that might be helpful. But a really important point of Dr. Cohen's 
I think should be considered, and that is the importance of providing an 
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