• by John Gaffney , November 24, 2002

Lose Weight Fast: Guess you couldn’t run an ad that claimed this feat unless you had a research staff that could quickly try out any product that aims to do it. The Federal Trade Commission handed down a decision last week that essentially makes magazines and any other media responsible for the veracity of the content of dietary ads that they carry. And we’re not just talking about losing 30 pounds in 30 days. Right now I’m looking at a three-page advertorial in the December issue of Men’s Journal for the products Nitro-Tech and Cell Tech. They are “sure to help build muscle like never before.” The more I drink of it the “bigger and stronger I will become.” Outside of the genetically perfect guy and girl on the opening page there’s two pages of solid ad copy to check for claims here. If this ad came in late, I would have to refuse it. If it came in at all, I don’t know how I could verify all its claims, because the FTC isn’t doing that. ….I thought that with its short sighted and irrelevant handling of media ownership rules, the Federal Communication Commission earned the right to call itself the most advertising ignorant group in DC. Wrong. The FTC has stolen its belt. It obviously doesn’t understand that some ads come in on deadline. It doesn’t understand that the magazine business needs to own its content, not third party ad messages. It doesn’t understand that regulations need to make it easier for the media to do business, not tougher. If I’m the Magazine Publisher’s of America, I’d go to the wall on this.

Football Thoughts Of The Week:ESPN’s pre-game show, once the best on TV, is lost in a bad mix of trying to be The McLaughlin Group, Crossfire, MTV Raps, and the WWE. It’s still fun and lively as hell, and goodness knows it takes care of sponsors. But next season, it needs a leaner look and leaner amount of analysts.

Parting Shot: Bob Love, ex-Rolling Stone editorial foundation, is moving to Relix magazine, which used to be a book for Deadheads. I say, watch Relix become a source for good rock journalism, and maybe a good venue for ads.