of smoking's long-term effects. The proposed campaign was to use manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. Burnett's inspiration for the exceedingly masculine "Marlboro Man" icon came in 1949 from an issue of Life magazine, whose photograph (shot by Leonard McCombe) and story of Texas cowboy Clarence Hailey Long Jr. caught his attention. Within a year, Marlboro's market share rose from less than 1% to the fourth best-selling brand, convincing Philip Morris to drop the other manly figures and stick with the cowboy. In the mid Fifties, the cowboy image was popularized by actor Paul Birch in 3 page magazine ads and TV ads. Using another approach to expand the Marlboro Man market base, Philip Morris felt the prime market was "post adolescent kids who were just beginning to smoke as a way of declaring their independence from their parents." When the new Marlboro Country theme opened in late 1963, the actors utilized as Marlboro Man were replaced, for the most part, with real working cowboys, and the campaign began using Elmer Bernstein's 1960 theme music from The Magnificent Seven. "In 1963, at the 6666 Ranch in Guthrie, Texas, they discovered Carl 'Big-un' Bradley. He was the first real cowboy they used, and from then on the lead Marlboro men were real cowboys, rodeo riders, stuntmen." Another of this new breed of real cowboys was Max Bryan "Turk" Robinson, of Hugo, Oklahoma, who said he was recruited for the role while at a rodeo simply standing around behind the chutes, as was the custom for cowboys who had not yet ridden their event. It took only a few years for the results to register: By 1972, the new Marlboro Man had so much appeal that Marlboro was catapulted to the top of the tobacco industry. Casting Initially, cowboy commercials involving the Marlboro Man featured paid models, such as William Thourlby, pretending to carry out cowboy tasks. However, Burnett felt that the commercials lacked authenticity, as it was apparent that the subjects were not real cowboys and did not have the desired rugged look. One of the finest was a non-smoking rodeo cowboy, Max Bryan "Turk" Robinson, who was recruited at a rodeo. Another, Robert Norris, was recruited after it was discovered he was a friend of John Wayne. He also never smoked, and after a twelve-year