"The battle is won when the average American regards a corporate journalist exactly as they regard a tobacco executive. Once you realize that's what you're dealing with, everything falls into place. Okay, this guy wants to sell me cancer, he makes money selling me cancer, he knows he's selling me cancer. I'm not going to get him to say that [cigarettes] are cancer, but now I can proceed accordingly knowing that this is going to be about promoting [cigarettes] or parliaments or whatever it is."