I have enjoyed the MS baby magazines because they are sponsored only by
BabyGap or eStyle and therefore contain not a single formula or bottle/teat
advert. However, the recent issue, Spring 2001, sponsored 100% by BabyGap
and containing only their ads, contains an article that sounds straight out
of formula co. PR materials.
 I am very sorry to say it presents the "either/or" view, one we totally
expect coming from parenting magazines which do accept formula adverts. The
front blurb is "All About Milk" and they seem mean cow milk generally.
Breastmilk is shown with 3 other "milks" (formula, cow and "other" animal)
.. in a bottle with latex teat. According to the article, breastmilk differs
from alternatives in digestibility and also that it has "antibodies." that's
it. Ruth Lawrence is quoted in both descriptions, *seemingly* (to me) out of
context in the formula description.

under the next bottle picture:
 formula: "The very name connotes the fact that infant formula is a
carefully proportioned, scientifically developed food. Researchers have
attempted to emulate the natural excellence of breastmilk, giving mothers
who are unable to nurse an acceptible alternative"
and pure cow milk: "The effects cow's milk has on a developing child are
slow, serious, infrastructural"  (??)

I know that Ms. Stewart has a TV show, and is involved with KMart. could
these be possible places os sponsorship? Or do the editors simply seem to be
"damning with faint praise", free of sponsorship?

Michelle DePesa
LMT, CLC, somewhat naive IBCLC-in-training

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