Yesterday, she came charging into my study with a fist full of papers and fire in her eyes. Once I calmed her down a bit and found out that I hadn’t done anything wrong, I breathed a sigh of relief. Then I read over the printout of the recent story by Dr. Mercola and went online and watched the video of the interview that accompanied the story.
A Peek Inside Dr. Mercola’s marketing empire:
According to published facts, in 2004, Mercola’s newsletter had 850,000 subscribers, and 15 employees, including 3 editors working on his newsletter. Now that the newsletter has almost doubled in size, I imagine his newsletter now employs 25 staff members or more.
His newsletter is famous for providing a review of 200 medical studies that are released each week. Imagine the pressure placed on Mercoal’s staff to review 200 articles and write 3 newsletter each week. While 200 reviews is a lot to cover, not many of them make for interesting reading. So, Dr. Mercola’s staff has to search for “sexy” topics, and very few topics are as “sexy” as the safety of our drinking water. When you throw in a bit of controversy, the subject makes for more sensational reading.
Mercola doesn’t do the research himself. I doubt if he does more than read over what is being publishes. I know how much effort goes into the research that I do, and I can tell you for sure than no single human being could crank out what the Mercola newsletter cranks out three times per week. The man is a doctor, a writer, a video reporter, he owns the world’s largest health related website, and his marketing company is huge. Do you think the guy maybe spreads himself a little too thin?
How can Mercola afford such a large and expensive research staff?
I did a quick check of Mercola’s website this morning and found 104 featured items, all with product pictures that are easy to purchase with the click of a button. I have no idea how many hundreds or even thousands of products he actually sells. What he does tell us is that he would never sell a product he doesn’t use. Hmmmm.
Here is a clip that I copied from his Affiliate Program listed on his webstite that gives you an idea of what his real motive in all about:
Here’s what makes our new affiliate program so powerful:
- We do the selling for you. Our toolkit will create lifetime commissions for you.
- As a Mercola.com Affiliate, there is no limit to your commission. Our commissions start at 15% on all products for every customer you refer! This can translate into hundreds of dollars of extra income a month for you!
- You earn .20 cents per subscriber lead if you choose to offer this option to your clients!
- Bullet-proof tracking system makes sure you get the commission. System tracks with cookies.
- Turn-key tools ready for your promotions. We have everything ready for you to generate income and serve the health and wellness of your clients! You’ll receive ready-to-go promotional tools! Not just banners to post up to your site (although you will get banners also). You’ll get everything you need to start generating orders right away!
- You can always check your stats and visitors in real-time to see how you’re doing.
Do you really think Dr. Mercola operates his newsletter for the benefit of mankind? Everything this man does, he does with an agenda. Before you start accusing me of “the pot calling the kettle black” please be aware that I don’t sell anything and I don’t get paid for writing this blog.
Why am I Writing about Mercola?
I’m the first to congratulate Mercola on the information that he provides in his newsletters. However, his recent attack on alkaline ionized water and the machines that produce them is a disgrace.
You would think that Mercola would rely upon his large and sophisticated research team to actually perform proper due diligence and fact checking before writing about such an important subject as water. But no, he didn’t do the work. Instead, he brought in his water ionizer expert Houston Tomasz. The problem is that Houston Tomasz is the VP of Aquasana water filters and knows absolutely nothing about water ionizers. But, he does make water filters that Dr. Mercola sells on his website.
Neither Tomasz or Mercola have ever drank ionized water. They have never tested the water, and obviously, they have never done any proper research on the water.
Mercola says in his article that he interviewed two other “experts” on the subject along with the infamous Mr. Tomasz. I wonder if Dr. Mercola will publish the names of the other so-called experts. I doubt he ever spoke to an actual expert at all, but then Mercola doesn’t always let facts or the truth interfere with what he publishes. Nobody that knows anything about water ionizers would support Mercola’s ridiculous attempt to self promote himself with a fluff piece like what he reported.
If Mercola really wanted to learn about water ionizers, why didn’t he contact people that actually know something about them. He could have spoken to Bob Mccauley, or Jay Hare, or myself, or Ronnie Ruiz, or Gavin Davidson, or others who actually know what they are talking about. Such a complete lack of due diligence leaves no doubt about Mercola’s agenda with his article and video.
A Summary of the Mercola Article on Water Ionizers:
The article starts out well, as Mercola talks about the importance of water and the need to replace soda and other sugar based beverages in our diet with water…..good stuff. He then continues on talking about the importance of filtering our drinking water as our municipalities do a poor job of removing dangerous contaminants…..more good stuff. He should have quit while he was ahead. Unfortunately, providing useful information was not enough for Mercola as there is no money in it and there is no controversy.
Mercola proceeds to start talking about ionized water, which he obviously knows absolutely nothing about, and consequently lays the groundwork for making a complete fool of himself.
Mercola’s artice is so bereft of real information that he ends up using the old “Snake Oil on Tap” line from the quackwatch guy Stephen Lower as a internal headline in the article. Lower has been “outted” a number of times and has admitted that the water probably works. I wrote an article about this guy that you can see at: http://www.waterfyi.com/alkaline-water/exposing-the-quack-behind-the-alkaline-water-quackwatchers/.
He talks about his inability to find a scientific justification for the machines, which means he didn’t do his homework. He then states that consumers ” fall under the spell of skilled marketers who selectively misuse pseudo scientific information” and twist the around to scare people into buying. This from the man that has been warned repeatedly by the FDA for making false claims (see http://www.casewatch.org/fdawarning/prod/2006/mercola2.shtml).
The article then talks about the MLM pricing silliness, which I must agree with, but it fails to reflect all the hard work done by the MLM dealers to make people aware of the product.
Mercola goes on to admit that many people do notice an improvement in their health initially, but he attributes the improvement to other things and is convinced that drinking ionized water is not a good strategy over the long term. He then provides a “strong recommendation to avoid alkaline water ionizers”. The man has never drank a drop of the water in his life and hasn’t done any tests, and hasn’t done any research.
He goes on to provide a decent explanation of pH, but then seems to lose his concentration or else he is trying to baffle the reader with BS. He talks about the misguided efforts of the World Health Organization (WHO) and then launches into a list of studies about plants and fish that have absolutely nothing to do with ionized water and human beings.
He then quotes studies that argue against alkalinity with respect to treating cancer. Obviously, the man has never seen or learned about the post-mortem results of an organ that was full of cancer, or he just hasn’t done his research.
There are a few things that Mercola said that I do agree with.
I agree with his statement that the relationship between alkalinity and cancer has been oversimplified. The scientific and medical communities are only just beginning to investigate what eastern medicine has known for a long time, so research does need to be done.
Mercola also stated that alkaline water is not cancer’s magic bullet and he is correct. However, I have been privy to some pretty incredible results that have been achieved when cancer patients started drinking ionized water. I don’t think anyone has to drink ionized water, as they can obtain the same positive results through a proper alkaline diet.
I also agree with his statement that water ionizers are not filters. While the ionizers all have a filter to remove chlorine from the water, they are not sufficient to remove the many contaminants found in our water supply. Unfortunately, he goes into an extended discussion about whether or not water filters are certified, which he has done in an effort to scare people into buying his filters….oh well, there goes the roll that he was on.
A Summary of the Houston/Mercola Interview
I wasted 16 minutes of my life watching the interview of Dr. Mercola interviewing Mr. Tomasz, who was never properly introduced in the video.
Mr. Tomasz has spent 10 years selling water purification systems, but knows absolutely nothing about water ionizers. Despite his total lack of knowledge or understanding of the subject, Mr. Tomasz tells us that he would never use a water ionizer and that they won’t last long on the market. The worst part is that Mercola agrees and then tells us that water ionizers could actually be dangerous. Water ionizers have been around for thirty years in Asia and have helped hundreds of thousands of families. I have researched long and hard and have never been able to find a formal complaint or lawsuit being leveled against a water ionizer company. Mercola just looks like an amateur shill. Both Houston and Mercola embarrassed themselves with their statements, and they will both eventually regret their predictions that water ionizer won’t survive for much longer.
To be fair to Mr. Tomasz, I do agree with his statement that everyone should use a pre-filter to remove contaminants found in our water supply. I also agree with his statement that water ionizers are not built to take all the contaminants out of the water. The man does know something about filters. His statement about the effects of an MLM system pushing the price of water ionizers higher than than they should be is true, but he is certainly not qualified to speak about it as an expert since he knows nothing about the machine.
I didn’t write this article to bash Mercola. I have read some of his stuff and I like the fact that he provides free information and he is not afraid to buck the establishment. He just missed the mark with his article and video on ionized water and I just couldn’t let it go because his opinions are sought after by so many people . The fact that my wife is now off my case is also a bonus!