Vertical integration it’s called!

I just bought Parents magazine (December 2002) for a game I was doing on barriers to breastfeeding — this one had to do with the bottle feeding culture and the formula industry. I counted:

• 3 formula ads

• 1 doll with a bottle ad

• 1 bottle/cup ad (showed a breast pump)

• 1 article on searching for the right formula

• 1 article on To Nurse or Not — a nine month who is taking forever to eat

• 1 article on birth-day basics (on procedures) — mothers only get babies 30 min. before they are put in nursery unless mother is "rooming-in"

• 1 article on how eyesight develops which doesn’t mention breastfeeding (right before the Goodstart ad)

The ironic thing (which is also part of the game) is:

• 1 article on severe allergies

• 1 ad for itchy skin relief

• 1 ad for eczema ointment

• 1 ad for ear drops

• 1 ad for inhaled steroid for asthma

• 1 ad for inhaled non-steroid for asthma

• 2 ads for a humidifier

• 2 ads for Pedialite (right after article on stomach flu)

• 1 ad for vaporizer in a bottle

• 1 ad for Vicks

• 1 ad on natural alternatives for ear aches, respiratory & eczema

• 1 ad from Ross on the perils of RSV disease (no mention of the protective effects of breastfeeding)

• 1 ad for sanitary napkins

• 1 ad for birth control patch

• 1 ad for thermal care menstrual patch — heat relief 1 article on financial feuds (with your partner) 1 article on surprising facts about stomach flu (they include don’t stop breastfeeding because that puts breastmilk and formula on an equal basis)

• 1 article on a crush on your baby’s paediatrician — that would be a non-issue because mom who is breastfeeding wouldn’t see her paediatrician often enough to nurture the crush.

• 1 article on children who had transplants  — perhaps some of them could have been prevented if they had been breastfed

• 2 ads for cleaning products — breastfeeding means you don’t have to be compulsive about cleaning (thank goodness).

• 2 ads for toys which stimulate brain growth

Sheesh — the formula industry is not the only one who profits — look at all those other companies who profit from unnecessary formula use. It also normalizes illness.