Sunday, November 07, 2010

An Open Letter to the White Right TIM WISE

An Open Letter to the White Right, On the Occasion of Your Recent, Successful Temper Tantrum

*NOTE: PLEASE RE-READ THE TITLE OF THIS ESSAY BEFORE GOING FURTHER. NOTICE, IT IS AIMED AT THE WHITE RIGHT. NOT ALL WHITE PEOPLE. ANYONE WHO THINKS THIS ESSAY IS “ANTI-WHITE PEOPLE,” AS OPPOSED TO THAT SEGMENT OF THE WHITE COMMUNITY THAT IS RIGHT WING, CANNOT READ PLAIN ENGLISH. PLEASE TRY AGAIN.*
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For all y’all rich folks, enjoy that champagne, or whatever fancy ass Scotch you drink.

And for y’all a bit lower on the economic scale, enjoy your Pabst Blue Ribbon, or whatever shitty ass beer you favor.

Whatever the case, and whatever your economic station, know this…

You need to drink up.

And quickly.

And heavily.

Because your time is limited.

Real damned limited.

So party while you can, but mind the increasingly loud clock ticking away in the corners of your consciousness.

The clock that reminds you how little time you and yours have left.

Not much more now.

Tick, tock.

Tick, tock.

Tick.

Tock.

I know, you think you’ve taken “your country back” with this election — and of course you have always thought it was yours for the taking, cuz that’s what we white folks are bred to believe, that it’s ours, and how dare anyone else say otherwise — but you are wrong.

You have won a small battle in a larger war the meaning of which you do not remotely understand.

‘Cuz there is nothing even slightly original about you.

There have always been those who wanted to take the country back.

There were those who, in past years, wanted to take the country back to a time of enslavement and indentured servitude.

But they lost.

There were those who wanted to take us back to a time when children could be made to work in mines and factories, when workers had no legal rights to speak of, when the skies in every major city were heavy with industrial soot that would gather on sidewalks and windowsills like volcanic ash.

But they lost.

There were those who wanted to take us back to a time when women could not vote, or attend any but a few colleges, or get loans in their own names, or start their own businesses.

But they lost.

There were those who wanted to take us back to a time when blacks “had no rights that the white man was bound to respect,” – this being the official opinion of the Supreme Court before those awful days of judicial activism, now decried by the likes of you – and when people of color could legally be kept from voting solely because of race, or holding certain jobs, or living in certain neighborhoods, or run out of other towns altogether when the sun would go down, or be strung up from trees.

But they lost.

And you will lose.

So make a note of it.

Tweet it to yourself.

Put it on your Facebook wall and leave it there so you’ll remember that I told you so.

It is coming, and soon.

This isn’t hubris. It isn’t ideology. It is not wishful thinking.

It is math.

Not even advanced math. Just simple, basic, like 3rd grade math.

The kind of math that proves how your kind — mostly older white folks beholden to an absurd, inaccurate, nostalgic fantasy of what America used to be like — are dying.

You’re like the bad guy in every horror movie ever made, who gets shot five times, or stabbed ten, or blown up twice, and who will eventually pass — even if it takes four sequels to make it happen — but who in the meantime keeps coming back around, grabbing at our ankles as we walk by, we having been mistakenly convinced that you were finally dead this time.

Fair enough, and have at it. But remember how this movie ends.

Our ankles survive.

You do not.

Michael Meyers, Freddie Kreuger, Jason, and that asshole husband in that movie with Julia Roberts who tracks her down after she runs away and changes her identity–they are all done. Even that crazy fucker in Saw is about to be finished off for good. Granted, he’s gonna be popping out in 3-D to scare the kiddies, so he isn’t going quietly. But he’s going, as all bad guys eventually do.

And in the pantheon of American history, conservative old white people have pretty much always been the bad guys, the keepers of the hegemonic and reactionary flame, the folks unwilling to share the category of American with others on equal terms.

Fine, keep it up. It doesn’t matter.

Because you’re on the endangered list.

And unlike, say, the bald eagle or some exotic species of muskrat, you are not worth saving.

In forty years or so, maybe fewer, there won’t be any more white people around who actually remember that Leave it to Beaver, Father Knows Best, Opie-Taylor-Down-at-the-Fishing Hole cornpone bullshit that you hold so near and dear to your heart.

There won’t be any more white folks around who think the 1950s were the good old days, because there won’t be any more white folks around who actually remember them, and so therefore, we’ll be able to teach about them accurately and honestly, without hurting your precious feelings, or those of the so-called “greatest generation” — a bunch whose white contingent was top-heavy with ethical miscreants who helped save the world from fascism only to return home and oppose the ending of it here, by doing nothing to lift a finger on behalf of the civil rights struggle.

It’s OK. Because in about forty years, half the country will be black or brown. And there is nothing you can do about it.

Nothing, Senõr Tancredo.

Nothing, Senõra Angle, or Senõra Brewer, or Senõr Beck.

Loy tiene muy mal, hijo de Puta.

And by then you will have gone all in as a white nationalist movement — hell you’ve all but done that now — thus guaranteeing that the folks of color, and even a decent size minority of us white folks will be able to crush you, election after election, from the Presidency on down to the 8th grade student council.

Like I said, this is math. And numbers don’t lie.

Bottom line, this too shall pass.

So enjoy your tax cuts a while longer.

Go buy whatever you people buy when your taxes get cut: a new car or two, a bigger house, an island. Whatever.

Go back to trading your derivatives, engaging in rampant financial speculation that produces nothing of value, that turns the whole world into your personal casino. Whatever.

Play your hand, and for the love of God play it big. Real big. As in, shoot for the moon big. As in, try to privatize Social Security, and health care, and everything else. Whatever.

At least that way everyone will be able to see what you’re really about.

We’ve been trying to tell them, but nothing beats seeing it with your own eyes, so “Go big or go home,” Bubba.

“Git ‘er Done.”

“Cowboy up,” or whatever other stupid catch phrase strikes your fancy.

Just promise you’ll do more than talk this time.

Please, or as one of your celluloid heroes might put it, “make my day.”

Do whatever you gotta do, but remember that those who are the victims of your greed and indifference take the long view.

They know, but you do not, that justice is not for the sprinters, but rather for the long distance runners who will be hitting their second wind, right about the time that you collapse from exhaustion.

They are like the tortoise to your hare.

They are like the San Francisco Giants, to your New York Yankees: a bunch that loses year after year after year, until they finally win.

You have had this confidence before, remember?

You thought you had secured your position permanently after the overthrow of reconstruction in the wake of the civil war, after the elimination of the New Deal, after the Reagan revolution, after the Republican electoral victory of 1994. And yet, those you thought you had cowed and defeated are still here.

Because those who have lived on the margins, who have been abused, maligned, targeted by austerity measures and budget cuts, subjected to racism, classism, sexism, straight supremacy and every other form of oppression always know more about their abusers than the abusers know about their victims.

They have to study you, to pay careful attention, to adjust their body armor accordingly, and to memorize your sleep patterns.

You, on the other hand, need know nothing whatsoever about them. And this, will surely prove politically fatal to you in the end. For it means you will not know their resolve. Will not fear it, as you should.

It means you will take their greatest strength — perseverance — and make of it a weakness, called losing.

But what you forget, or more to the point never knew, is that those who lose know how to lose, which is to say they know how to lose with dignity.

And those who suffer know how to suffer, which is to say they know how to survive: a skill that is in short supply amid the likes of you.

You, who could not survive the thought of minimal health care reform, or financial regulation, or a marginal tax rate equal to that which you paid just 10 years earlier, perhaps are under the illusion that everyone is as weak as you, as soft as you, as akin to petulant children as you are, as unable to cope with the smallest setback, the slightest challenge to the way you think your country should look and feel, and operate.

But they are not.

And they know how to regroup, and plot, and plan, and they are planning even now — we are — your destruction.

And I do not mean by that your physical destruction. We don’t play those games. We’re not into the whole “Second Amendment remedies, militia, armed resistance” bullshit that your side fetishizes, cuz, see, we don’t have to be. We don’t need guns.

We just have to be patient.

And wait for you to pass into that good night, first politically, and then, well…

Do you hear it?

The sound of your empire dying? Your nation, as you knew it, ending, permanently?

Because I do, and the sound of its demise is beautiful.

So know this.

If you thought this election was payback for 2008, remember…

Payback, thy name is…

Temporary.

Tempted by a great rebate offer?

Tempted by a great rebate offer? Read this first

NEW YORK — It's only a rebate if you get the money back.
With the holiday shopping season around the corner, retailers will be dangling rebates to get shoppers to buy smart phones and other shiny new toys. But the offers can come with catches that limit your savings.

The premise of a rebate is simple enough: Pay the full price at the register and get money back after filling out some paperwork. A check is issued within weeks and everyone is happy.

Yet that's not always how it plays out.

Shoppers often don't bother to register online or mail in rebate forms. And even when they do, they might not cash the checks they receive. Rebates also are increasingly issued on prepaid cards, which opens a whole new set of issues.

If you're considering an offer, here's what you should know:

Before diving into the specifics, understanding the psychology behind rebates may help shape your buying decisions.

The offers have a twofold benefit for businesses; rebates mobilize shoppers to buy, yet companies don't have to give everyone the advertised discount.

That's because even in the best case scenarios, only about half of eligible consumers bother redeeming rebates, according to Hal Stinchfield, CEO of Promotional Marketing Insights in Minneapolis.

One of the biggest factors that influence whether shoppers redeem a rebate is the perceived value of the discount.

For example, few would bother mailing in a rebate form for $1 on a $100 purchase. But redemptions would likely go up substantially for a $1 rebate on a $2 purchase.

Customers are also more likely to mail in rebate forms if they're handed the necessary materials at the register. If shoppers have to tear off a slip on a drug store shelf, redemptions go down dramatically. That's despite the negligible difference in the effort required to get the rebate.

Ultimately, keep in mind that a rebate is a psychological pricing strategy to increase sales. The discount doesn't reflect demand for the product; rebates are often offered as soon as a new item hits shelves.

•Before You Cash In

If a steep rebate offer catches your eye, it's worth shopping around before you act.

Some discount chains such as Best Buy and Target don't offer rebates, citing the inconvenience they pose for customers. Yet their prices may be as competitive.

So if a cellphone is selling for $150 after a rebate at one store, you might be able to get it for a similar price without having to go through the hoops of the rebate process, said Stephen Baker, who specializes in consumer electronics for the marketing firm NPD Group.

And if it's a manufacturer offering the rebate rather than a retailer, you can still mail away for the discount.

Before you act on a rebate offer, ask what form the refund will come in. You might not be thrilled if it comes on a store gift card. Stores like to offer gift cards because they spurs shoppers to return to buy more.

Also make sure there's no chance you'll want to return the item, since you won't be able to once you start the rebate process. That's because customers typically need to cut the bar code from the packaging and mail it in with their paperwork.

Otherwise, it's a good idea to mail in rebate forms sooner rather than later. The redemption deadline is usually within 90 days or so. But the number of buyers mailing in redemptions starts falling off after about six weeks, suggesting that procrastination makes it less and less likely that you'll get around to it.

•Using the Rebate

Once you get a rebate, the next step is making sure you use it.

This is a little more complicated than it sounds now that more rebates come on prepaid cards. These cards have a Visa, MasterCard or American Express logo and can be used wherever those cards are accepted.

The card may even bear your name, but don't be fooled into thinking it provides the same protections as a credit or debit card. The entire value of a rebate card could be lost unless a stolen card is reported to the issuer in as little as 24 hours.

Rebate cards also aren't subject to the new federal regulations on gift cards. The rules ban inactivity fees in the first year and expiration dates for at least five years after the card is issued.

But the expiration date on a rebate card may be much sooner. For example, the rebate cards Verizon is currently issuing for select phones expire after just one year.

Customers can request replacement cards with the remaining balance at no cost. But that's another hassle you might not want to deal with.

The exact terms of a rebate card can vary significantly depending on the program, so carefully read any accompanying materials.

One way to avoid losing any value on a rebate card is to go to your bank and cash it or deposit it into a checking account. Visa says not all rebate cards can be cashed or deposited, but the materials that come with the card should note if that's an option.

This comes with a couple benefits. To start, you earn interest on the money by putting it into a savings account. Or you could earn rewards by spending the money through a credit or debit card.

Cashing or depositing a rebate card also eliminates the possibility that you won't use its entire value. As with gift cards, there's the chance you could tuck it away into a drawer somewhere and forget that there's still money on it.
AP Top 25
RK TEAM RECORD PTS
1 Oregon (49) 9-0 1484
2 Auburn (2) 10-0 1396
3 TCU (2) 10-0 1391
4 Boise State (7) 8-0 1366
5 LSU 8-1 1196
6 Wisconsin 8-1 1182
7 Stanford 8-1 1143
8 Ohio State 8-1 1087
9 Nebraska 8-1 1055
10 Michigan State 9-1 868
11 Alabama 7-2 861
12 Oklahoma State 8-1 821
13 Iowa 7-2 807
14 Arkansas 7-2 775
15 Utah 8-1 657
16 Virginia Tech 7-2 540
17 Mississippi State 7-2 501
18 Arizona 7-2 481
19 Oklahoma 7-2 436
20 Missouri 7-2 420
21 Nevada 8-1 304
22 South Carolina 6-3 170
23 Texas A&M 6-3 130
24 Florida 6-3 94
25 UCF 7-2 74

Dropped from rankings: Baylor 22, North Carolina State 23, Florida State 24
Others receiving votes: USC 51, San Diego State 42, Miami (FL) 39, Penn State 29, Baylor 23, North Carolina 20, Kansas State 18, Pittsburgh 14, Northern Illinois 9, Florida State 6, Temple 4, Navy 3, Syracuse 2, Delaware 1

The STUPID allows The Mean and Stupid to lead them!? "I get sick to my stomach when I think that LIMFAT has any listeners! But this America!"

How Obama Enables Rush

President Obama lowered taxes. Why doesn't the country know that? Rick Perlstein on how Rush Limbaugh helped mislead a nation—and why the Democrats let him get away with it.

We live in a mendocracy. As in: rule by liars.

Political scientists are going crazy crunching the numbers to uncover the skeleton key to understanding the Republican victory last Tuesday.

But the only number that matters is the one demonstrating that by a two-to-one margin likely voters thought their taxes had gone up, when, for almost all of them, they had actually gone down. Republican politicians, and conservative commentators, told them Barack Obama was a tax-mad lunatic.

They lied.
The mainstream media did not do their job and correct them. The White House was too polite—"civil," just like Obama promised—to say much. So people believed the lie. From this all else follows.
And it was all too predictable.

Consider February 24, 2009, when, after four glowing weeks in office, Obama delivered his first, triumphant, address to a joint session of Congress. Two weeks earlier, he had signed the $700 billion stimulus bill. This was his speech defending it.

That was the one in which Governor Bobby Jindal of Louisiana, looking like a cross between a deer in the headlights and a 10-year-old delivering a prize school report, delivered the Republican response.
You remember!
He singled out for excoriation the $140 million in stimulus spending "for something called 'volcano monitoring'"; this happened to be about a month before a volcano erupted, releasing a 60,000 foot cloud of ash near—dot dot dot—Wasilla, Alaska.

On CNN, David Brooks followed Jindal. He called the governor's "stale, government-is-the problem" rhetoric "a disaster for the Republican Party," and excoriated those who insisted on hugging tight to it as "insane."
The people appeared to agree. In a snap poll, 92 percent of those surveyed had a positive reaction to Obama's speech—68 percent a very positive reaction. Only 8 percent had a negative reaction.

The next morning I tuned in to Rush Limbaugh. I was fascinated to see how the hell he might respond.

Like a deer in the headlights? Not quite. The first caller, though a self-professed ditto-head, took objection to Rush's argument that Obama had revealed himself in the speech as a tax-and-spend liberal.
The caller quoted Obama's words: "Because of this plan, 95 percent of the working households in America will receive a tax cut –- a tax cut that you will see in your paychecks beginning on April 1." (Which was true: People did.)

Rush responded, fluidly and without a gram of doubt. "Pay no attention to what Obama says. He means the opposite in most cases. What he says is irrelevant."

So the guy to whom all Republicans must kowtow on pain of political death had just laid down a marker that everything Obama said was a lie.

What if the White House had in those months in early 2009 put in the rhetorical forefront a story about Rush's tens of millions of listeners, and all politicians who refused to denounce Rush, were effectively saying anything the Chief Constitutional Officer of the United States said was a priori a diabolical lie?

But Obama didn't. That would be the "old politics of division." Not Obama's bag.

This would have been one of many opportunities to wedge the opposition between the authoritarian nihilists and the "constructive" Republicans who had America's best interests at heart.
Instead, the nihilists got to tell the story that endures in the day-after punditry from last Tuesday: that the electorate "rejected Obama's agenda."

The vector worked, and works, like this:

(a) A mountebank teaches his millions of followers that everything the president says is a priori a lie;

b) The mainstream media that acts as if anything his millions of followers believe is a priori deserving of respect as heartland folk wisdom (note the cover article lionizing Limbaugh in this week's Newsweek);

(c) The president unilaterally renders himself constitutionally incapable of breaking the chain between (a) and (b), such that, (d), the assumption that Obama raised taxes when he really lowered them becomes hegemonic for a majority of the electorate, and even a large plurality of Democrats.

Q.E.D.: Governing has become impossible.

When one side breaks the social contract, and the other side makes a virtue of never calling them out on it, the liar always wins.

When one side breaks the social contract, and the other side makes a virtue of never calling them out on it, the liar always wins. When it becomes "uncivil" to call out liars, lying becomes free.

So you find him at a press conference, the day after the midterm elections, saying with all apparent sincerity that he agreed the majority of Americans participated in a "fundamental rejection of his agenda"—who, that is, implicitly believe he raised their taxes.

When he really lowered them.

CHEESEHEADS!?

While Warning About Fat, U.S. Pushes Cheese Sales

Domino’s Pizza was hurting early last year. Domestic sales had fallen, and a survey of big pizza chain customers left the company tied for the worst tasting pies.

Then help arrived from an organization called Dairy Management. It teamed up with Domino’s to develop a new line of pizzas with 40 percent more cheese, and proceeded to devise and pay for a $12 million marketing campaign.

Consumers devoured the cheesier pizza, and sales soared by double digits. “This partnership is clearly working,” Brandon Solano, the Domino’s vice president for brand innovation, said in a statement to The New York Times.

But as healthy as this pizza has been for Domino’s, one slice contains as much as two-thirds of a day’s maximum recommended amount of saturated fat, which has been linked to heart disease and is high in calories.

And Dairy Management, which has made cheese its cause, is not a private business consultant. It is a marketing creation of the United States Department of Agriculture — the same agency at the center of a federal anti-obesity drive that discourages over-consumption of some of the very foods Dairy Management is vigorously promoting.

Urged on by government warnings about saturated fat, Americans have been moving toward low-fat milk for decades, leaving a surplus of whole milk and milk fat. Yet the government, through Dairy Management, is engaged in an effort to find ways to get dairy back into Americans’ diets, primarily through cheese.

Americans now eat an average of 33 pounds of cheese a year, nearly triple the 1970 rate. Cheese has become the largest source of saturated fat; an ounce of many cheeses contains as much saturated fat as a glass of whole milk.

When Michelle Obama implored restaurateurs in September to help fight obesity, she cited the proliferation of cheeseburgers and macaroni and cheese. “I want to challenge every restaurant to offer healthy menu options,” she told the National Restaurant Association’s annual meeting.

But in a series of confidential agreements approved by agriculture secretaries in both the Bush and Obama administrations, Dairy Management has worked with restaurants to expand their menus with cheese-laden products.

Consider the Taco Bell steak quesadilla, with cheddar, pepper jack, mozzarella and a creamy sauce. “The item used an average of eight times more cheese than other items on their menu,” the Agriculture Department said in a report, extolling Dairy Management’s work — without mentioning that the quesadilla has more than three-quarters of the daily recommended level of saturated fat and sodium.

Dairy Management, whose annual budget approaches $140 million, is largely financed by a government-mandated fee on the dairy industry. But it also receives several million dollars a year from the Agriculture Department, which appoints some of its board members, approves its marketing campaigns and major contracts and periodically reports to Congress on its work.

The organization’s activities, revealed through interviews and records, provide a stark example of inherent conflicts in the Agriculture Department’s historical roles as both marketer of agriculture products and America’s nutrition police.

In one instance, Dairy Management spent millions of dollars on research to support a national advertising campaign promoting the notion that people could lose weight by consuming more dairy products, records and interviews show. The campaign went on for four years, ending in 2007, even though other researchers — one paid by Dairy Management itself — found no such weight-loss benefits.

When the campaign was challenged as false, government lawyers defended it, saying the Agriculture Department “reviewed, approved and continually oversaw” the effort.

Dr. Walter C. Willett, chairman of the nutrition department at the Harvard School of Public Health and a former member of the federal government’s nutrition advisory committee, said: “The U.S.D.A. should not be involved in these programs that are promoting foods that we are consuming too much of already. A small amount of good-flavored cheese can be compatible with a healthy diet, but consumption in the U.S. is enormous and way beyond what is optimally healthy.”

The Agriculture Department declined to make top officials available for interviews for this article, and Dairy Management would not comment. In answering written questions, the department said that dairy promotion was intended to bolster farmers and rural economies, and that its oversight left Dairy Management’s board with “significant independence” in deciding how best to support those interests.

The department acknowledged that cheese is high in saturated fat, but said that lower milk consumption had made cheese an important source of calcium.

“When eaten in moderation and with attention to portion size, cheese can fit into a low-fat, healthy diet,” the department said.

In its reports to Congress, however, the Agriculture Department tallies Dairy Management’s successes in millions of pounds of cheese served.

In 2007, the department highlighted Pizza Hut’s Cheesy Bites pizza, Wendy’s “dual Double Melt sandwich concept,” and Burger King’s Cheesy Angus Bacon cheeseburger and TenderCrisp chicken sandwich. “Both featured two slices of American cheese, a slice of pepper jack and a cheesy sauce,” the department said.

These efforts, the department reported, helped generate a “cheese sales growth of nearly 30 million pounds.”

Relentless Marketing

Every day, the nation’s cows produce an average of about 60 million gallons of raw milk, yet less than a third goes toward making milk that people drink. And the majority of that milk has fat removed to make the low-fat or nonfat milk that Americans prefer. A vast amount of leftover whole milk and extracted milk fat results.

For years, the federal government bought the industry’s excess cheese and butter, an outgrowth of a Depression-era commitment to use price supports and other tools to maintain the dairy industry as a vital national resource. This stockpile, packed away in cool caves in Missouri, grew to a value of more than $4 billion by 1983, when Washington switched gears.

The government started buying only what it needed for food assistance programs. It also began paying farmers to slaughter some dairy cows. But at the time, the industry was moving toward larger, more sophisticated operations that increased productivity through artificial insemination, hormones and lighting that kept cows more active.

In 1995, the government created Dairy Management Inc., a nonprofit corporation that has defined its mission as increasing dairy consumption by “offering the products consumers want, where and when they want them.”

Dairy Management, through the “Got Milk?” campaign, has been successful at slowing the decline in milk consumption, particularly focusing on schoolchildren. It has also relentlessly marketed cheese and pushed back against the Agriculture Department’s suggestion that people eat only low-fat or fat-free varieties.

In a July letter to the department’s nutrition committee, Dairy Management wrote that efforts to make fat-free cheese have largely foundered because fat is what makes cheese appealing. “Consumer acceptance of low-fat and fat-free cheeses has been limited,” it said.

Agriculture Department data show that cheese is a major reason the average American diet contains too much saturated fat.

Research has found that the cardiovascular benefits in cutting saturated fat may depend on what replaces it. Refined starches and sugar might be just as bad or even worse, while switching to unsaturated fats has been shown to reduce the risk of heart disease.

The department’s nutrition committee issued a new standard this summer calling for saturated fat not to exceed 7 percent of total calories, about 15.6 grams in a 2,000-calorie-a-day diet. Yet the average intake has remained about 11 percent to 12 percent of total calories for at least 15 years.

The department issued nutritional hints in a brochure titled “Steps To A Healthier You!” It instructs pizza lovers: “Ask for whole wheat crust and half the cheese” — even as Dairy Management has worked with pizza chains like Domino’s to increase cheese.

Dairy Management runs the largest of 18 Agriculture Department programs that market beef, pork, potatoes and other commodities. Their budgets are largely paid by levies imposed on farmers, but Dairy Management, which reported expenditures of $136 million last year, also received $5.3 million that year from the Agriculture Department to promote dairy sales overseas.

By comparison, the department’s Center for Nutrition Policy and Promotion, which promotes healthy diets, has a total budget of $6.5 million.

Although by law the secretary of agriculture approves Dairy Management’s contracts and advertising campaigns, the organization has become a full-blown company with 162 employees skilled in product development and marketing. It also includes the National Dairy Council, a 95-year-old group that acts as its research and communications arm.

Dairy Management’s longtime chief executive, Thomas P. Gallagher, received $633,475 in compensation in 2008, with first-class travel privileges, according to federal tax filings. Annual compensation for two other officials top $300,000 each.

Mr. Gallagher, who declined to be interviewed for this article, was described by board members, employees and food industry officials as an astute executive and effective champion of the sprawling dairy industry.

“He’s a big thinker,” said David Brandon, former chief executive of Domino’s. “A very creative guy who thinks big and is willing to make bets in helping to drive the business on behalf of his dairy farmers.”

Disputed Research

“Great news for dieters,” Dairy Management said in an advertisement in People magazine in 2005. “Clinical studies show that people on a reduced-calorie diet who consume three servings of milk, cheese or yogurt each day can lose significantly more weight and more body fat than those who just cut calories.”

With milk consumption in decline, Dairy Management had hit on a fresh marketing strategy with its weight-loss campaign.

When the campaign began in 2003, a Dairy Management official said it was inspired by newly relaxed federal rules on health claims and the ensuing “rapid growth of ‘better for you’ products.”

It was based on research by Michael B. Zemel, a University of Tennessee nutritionist and author of “The Calcium Key: The Revolutionary Diet Discovery That Will Help You Lose Weight Faster.” Precisely how dairy facilitates weight loss is unclear, Dr. Zemel said in interviews and e-mails, but in part it involves counteracting a hormone that fosters fat deposits when the body is low on calcium.

Dairy Management licensed Dr. Zemel’s research, promoted his book and enlisted a team of scientific advisers who “identified further research to develop more aggressive claims in the future,” according to a campaign strategy presentation.

One such study was conducted by Jean Harvey-Berino, chairwoman of the Department of Nutrition and Food Sciences at the University of Vermont. “I think they felt they had a lot riding on it,” she said of the weight loss claim, “and felt it was a cash cow if it worked out.”

“I’m a big promoter of dairy,” she added, noting that her research was also paid for by Dairy Management.

But by 2004, her study had found no evidence of weight loss. She said Dairy Management took the news poorly, threatening to audit her work. She said she was astonished when the organization pressed on with its ad campaign.

“I thought they were crazy, and that eventually somebody would catch up with them,” she said.

Her study was published in 2005, and at scientific meetings she heard from other researchers who also failed to confirm Dr. Zemel’s work, including Dr. Jack A. Yanovski, an obesity unit chief at the National Institutes of Health.

But in late 2006, Dairy Management was still citing the weight-loss claim in urging the Agriculture Department not to cut the amount of cheese in federal food assistance programs. “The available data provide strong support for a beneficial effect of increased dairy foods on body weight and body composition,” two organization officials wrote, making no mention of Dr. Harvey-Berino’s findings.

Having dismissed the weight-loss claim in 2005, the federal nutrition advisory committee this summer again found the underlying science “not convincing.”

The campaign lasted until 2007, when the Federal Trade Commission acted on a two-year-old petition by the Physicians Committee for Responsible Medicine, an advocacy group that challenged the campaign’s claims. “If you want to look at why people are fat today, it’s pretty hard to identify a contributor more significant than this meteoric rise in cheese consumption,” Dr. Neal D. Barnard, president of the physicians’ group, said in an interview.

The trade commission notified the group that Agriculture Department and dairy officials had decided to halt the campaign pending additional research. Dr. Zemel said he remained hopeful that his findings would eventually be upheld.

Meanwhile, Dairy Management, which allotted $12.4 million for nutrition research in 2008, has moved on to finance studies on promising opportunities, including the promotion of chocolate milk as a sports recovery drink and the use of cheese to entice children into eating healthy foods like string beans.

An All-Out Campaign

On Oct. 13, Domino’s announced the latest in its Legends line of cheesier pizza, which Dairy Management is promoting with the $12 million marketing effort.

Called the Wisconsin, the new pie has six cheeses on top and two more in the crust. “This is one way that we can support dairy farms across the country: by selling a pizza featuring an abundance of their products,” a Domino’s spokesman said in a news release. “We think that’s a good thing.”

A laboratory test of the Wisconsin that was commissioned by The Times found that one-quarter of a medium thin-crust pie had 12 grams of saturated fat, more than three-quarters of the recommended daily maximum. It also has 430 calories, double the calories in pizza formulations that the chain bills as its “lighter options.”

According to contract records released through the Freedom of Information Act, Dairy Management’s role in helping to develop Domino’s pizzas included generating and testing new pizza concepts.

When Dairy Management began working with companies like Domino’s, it first had to convince them that cheese would make their products more desirable, records and interviews show. It provided banners and special lighting for the drive-up window menus at fast food restaurants, recalled Debra Olson Linday, who led Dairy Management’s early efforts in promoting cheese to restaurant chains before leaving in 1997.

By 1999, food retailers and manufacturers were coming to Dairy Management for help.

“Let’s sell more pizza and more cheese!” said two officials with Pizza Hut, which began putting cheese inside its crust after holding development meetings with Dairy Management, according to a memorandum released by the Agriculture Department.

Derek Correia, a former Pizza Hut product innovations chief, said Dairy Management also helped find suppliers for the extra cheese. “We were using four cheeses, if not six, and with a company like Pizza Hut, that is a lot of supply,” he said in an interview.

And unlike with its advertising campaigns, Dairy Management and the Agriculture Department could point to specific results with these projects. The “Summer of Cheese” promotion it developed with Pizza Hut in 2002 generated the use of 102 million additional pounds of cheese, the department reported to Congress.

“More cheese on pizza equals more cheese sales,” Mr. Gallagher, the Dairy Management chief executive, wrote in a guest column in a trade publication last year. “In fact, if every pizza included one more ounce of cheese, we would sell an additional 250 million pounds of cheese annually.”

Working with some of the largest food companies, Dairy Management has also pushed to expand the use of cheese in processed foods and home cooking. The Agriculture Department has reported a 5 percent to 16 percent increase in sales of cheese snacks in stores where Dairy Management has helped grocers reinvent their dairy aisles. Now on display is an array of sliced, grated and cubed products, along with handy recipes for home cooking that use more cheese.

The strategy is focusing on families whose cheese “habit” outpaces their concern about the health risks, Dairy Management documents show. One study gave them a name: “Cheese snacking fanatics.”