I'm usually a lurker, but felt as if I had to respond to the issue of Dr. Sears.  I
have gone to the site and clicked around in there from page to page, to see how the
advertising is set up.  Since that's my field, that's what interests me.

What I found was interesting -- the banner ads thus far are for the Sears Parenting
Library, Attachment Parenting International, and Store Brand Formulas.  LLLI was
there, but is now gone.  So the % of formula advertising actually increased once
LLLI removed itself, from 25% up to 33%.  In other words, the absence of LLLI
increases the exposure for Store Brand Formulas.

I also loaded and re-loaded pages, to see the sequence of advertising, and did this
on several pages.  The SPL, API, and formula ads appear *in that order* on every
page with the notable exception of the breastfeeding page.  The formula ads do not
appear on the breastfeeding page, thank goodness, so at least when a visitor is
reading about breastfeeding, the formula ad isn't flashing from the top of the
monitor.  For that, I am relieved.

I am saddened that Dr. Sears has become the willing spokesman for a particular
formula manufacturer.  While I agree with his basic assertion that all formulas are
essentially equal and none on par with breastfeeding, the tone changes when he
becomes the advertising arm of a particular company, versus stating the obvious
truth without a profit motive.  Truth is always welcome, and can be spoken without
remuneration.  If fact, remuneration tends to undermind credibility in this case.

I don't believe that Dr. Sears actually needs the financial support of this
particular arrangement to accomplish his mission.  There's certainly no shortage of
baby products that advertisers are willing to put on line via advertising.  Formula
is but one of many.  And among those people who hold Dr. Sears in high esteem,
credibility goes back to his ability to attract them as paying advertisers.

A site set up such as Dr. Sears is not particularly complex or expensive to run,
and hosting can be had for nearly nothing.  If his mission is to reach every parent
with the attachment parenting message, is formula advertising a "necessary evil" or
just expedient?

Again, DHA added to formula and reducing unnecessary expense are his other  stated
missions.  And I agree that if we're going to have formula, it should be the best
is can be, and affordable so that those who will use it won't cut it, but does
advocacy for change need to include such an intimate arrangement with the formula
makers?

I don't think Dr. Sears needs to be the victim of an all-out anti-Sears campaign,
nor does he deserve to be bashed personally, but he does need to hear the message
that he demonstrated poor judgment in his choice of association.

Finally, I hope that LLLI will reconsider the removal of their banner, which Dr.
Sears stated he hosted at no charge.  In this case, it's removal only adds to the
effectiveness of the formula promotion.

Debbie McCallister
Louisville, KY

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