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This article looks at the expanding success of the cigarette business in North Carolina in the 1880s through the exemplary success of the W. Duke, Sons & Company of Durham. The Duke Company became the largest American manufacturer of cigarettes by the end of the decade and was an important constituent firm in the formation of the giant American Tobacco Company in 1890. A significant element in the company's success was their commitment to advertising as a means of increasing sales, and this study of the nature of their advertising suggests some reasons for its apparent effectiveness in increasing the number of Duke's customers.