Dick's responds to Christmas boycott: 'Significant changes' coming

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November 19, 2010

Dear Doug (CEO of When Magazine),

Dick’s Sporting Goods has told AFA that “Christmas” will become a huge part of their advertising beginning November 28.
According to Vice-Chairman Bill Columbo, in a phone conference with AFA today, “We have made significant changes from past years, when ‘holiday’ was the dominant theme of our advertising.” Mr. Columbo told AFA that these changes were already in the works prior to AFA’s boycott announcement. He apologized for not returning AFA’s phone calls and letters earlier to convey this message.
Dick’s issued a statement to AFA and its pro-Christmas supporters, outlining their plans to incorporate “Christmas” in their advertising:

  • – Beginning November 28, Sunday newspaper inserts will read “Christmas 2010.”  It will continue each Sunday through Christmas.
  • – Dick’s website will display the Christmas message prior to the first insert (next week) in time for Thanksgiving day.
  • – Television commercials running after November 28th will also refer to Christmas season.

As a result of Dick’s response, AFA is cancelling the boycott.
It is amazing to see the culture change that is occurring inside corporate board rooms. All across America, companies are coming to realize they should include Christ and Christmas in their advertising.

Help continue sharing the Good News of Christ’s birth by wearing and sharing AFA’s beautiful Christmas buttons. Order enough to share with your family, friends, and those you meet along the way. And, AFA will pay all shipping costs!


Tim Wildmon, President
American Family Association

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