Executive Summary

Radio ads for the dietary supplement to begin airing in the third quarter on ABC, Westwood One and Mutual Broadcasting Network, La Jolla, Calif.-based marketer Zayco says; the commercials will air during shows hosted by celebrities such as Dr. Laura Schlessinger, Dr. Dean Edell and Rush Limbaugh. The company says print ads for St. Johhn's Wort Transdermal Patch are being readied for the first quarter of 1999. The product, which is said to deliver 300 mg of St. John's wort transdermally, was launched in February in the Pacific Northwest ("The Tan Sheet" March 16, p. 27)...