Shortly after the birth of the Christian Media Network®, James discovered the huge profit margins to be realized by selling "Alternative Health" merchandise. Recognizing the mistrust of Physicians among many Americans (which is certainly not without foundation), and the ambient paranoia of his listeners (which he fosters, and makes great efforts to facilitate), James Lloyd has worked tirelessly to capitalize upon their fears. Such people who mistrust "the system", are ripe targets for a savvy entrepreneur such as James Lloyd, who thrives on their ignorance, their  desperation, and lack of sophistication. It is the milieu in which con artistry, and fraud grow best.

The most fraudulent device sold by Christian Media® without question, is the Colloidal Silver Generator. Of course, given James' enormous ego, he has named his device the "co-LLOYD-al" silver generator (see advertisement below, right). By fraudulent, I do not mean to say that the device is worthless, nor do I doubt the efficacy of silver suspended in water.

Doctors have used a solution of silver nitrate, to wash the eyes of newborn babies, to prevent blindness of babies born to mothers who are infected with syphilis for many years.

The fraud involved, is in the fact that the battery operated device sold by Christian Media®, is nothing more that a plastic box, having 3-9 volt battery caps wired together in series to provide 27 volts DC, with an "alligator" clip on each end. Although anybody could make one simply for less that $10.00, Lloyd sells his version for $62.00! Perhaps the fact that Lloyd believes that this device is worth to his followers, more than 6 times the cost of assembling one at home, rests in the fact that, his machine has the "LLOYD" name associated with it (There's no hint of self worship is there?).

Of course, you can buy the "solar powered Colloydal Silver Generator" for $158.00 if you like. Although Lloyd states in his ad that his device has "...a proprietary design...", a simple inspection will reveal that it is nothing more than 2-12 volt solar panels (meant to "trickle charge" automobile batteries) wired in series to provide 24 volts DC.

The word "proprietary" (for those who don't know) is defined as:

1. Of, relating to, or suggestive of a proprietor or to proprietors as a group, as in the sentence: He had proprietary rights.
    
2. Exclusively owned; private, as in: a proprietary hospital.
    
3. Owned by a private individual or corporation under a trademark or patent: a proprietary drug.

So it would appear that James either believes he has the sole right to wire these things together (and sell them), or he wants you to believe the same.

 These devices (it takes 2 of them to produce the required voltage) sell for about $25.00 each. You can price them easily enough, by calling Direct Sales Inc. at 1 (800) 221-6532, or  you can go to their webpage by clicking on their logo at the right.  Of course, you will have to wire them yourself (put a red wire and a black wire together). The cost of 2 solar panels will run about $50.00, versus more than $150.00 for one with the "Lloyd" name.

Also stated in Lloyd's advertisement, is the line "...we have developed..." the device. Now honestly, does anyone really believe that James Lloyd "developed" this thing? This is a perfect example of HYPERBOLE (commonly shortened to the word "HYPE") which is Lloyd's stock in trade. The same hype is used in everything from his commercials, to his "prophecy". This is the type of advertising aimed at the simpletons of this world, that the patent medicine/snake oil peddlers have used since day one. If you fall for his pitch, he is certain that you will never know you "have been had".

Are you feeling tired? Are your joints hurting from old age? Step right up and get some PURE MSM powder from Christian Media®. At only $28.70 per pound, you can feel like a child again, and you can have that "smooth as a babies bottom" feel all over.

Never mind the fact that you buy it elsewhere for half that price. James Lloyd's Christian Media®, Applegate Ranch®, Sound Body®, products have the Holy Spirit Seal of Approval! Now it is not stated as such, but it is certainly implied in the fact that Lloyd claims that his merchandise is being sold not by a merchant, but by a "Ministry". The connection is subtle, but undeniable.

I have taken MSM in the past, and I can guarantee two things about the product.

1. It will make your joints ache less with continual use, however;

2. Once you begin to use it, you must take it regularly or the pains will return with increased intensity. That is to say, once you stop using it, there are painful withdrawal symptoms associated with cleaning it out of your system. The medical profession calls this phenomenon ADDICTION. And addiction is every patent medicine man's best friend. Again, this is just my experience.

Of course if you are not given to caution as relates to your health, you can step right up and buy MSM eye-drops. Of course, after the nasty old Food and Drug Administration decided that MSM (which has avoided classification as a "medicine" because it has been sold as a "nutritional supplement") eye drops are not "food", the peddlers simply began calling the product "MSM Water Drops", thereby sidestepping the issue on a "technicality". I would not advise you to get any of the stuff in you eyes! Susan Lenox has stated that this solution will dissolve cataracts, and yet does no harm to the eyes. They are your eyes, and you can do with them as you please, but you have been warned.

Which brings us to the topic of the "Sound Body Ministry".

Sound Body is an invention of James Lloyd. Stripped of all the hype, it is easy to see that it serves 2 purposes.

1. It makes Susan feel important. After all, if her (claimed) college degree is in geology, what qualifies her to "teach" on health? She can now be proud (like her husband the "Profit"), and pretend to be an expert on many things she cannot pronounce.

For example, the product "Yerba Maté" (pronounced YUR- buh- muw- TAY) becomes YER- buh- MAY- tee, when Susan tries to say the word. There are other examples of her tendency towards malapropism, but it is sound advice to learn to say words correctly before uttering them on the radio, while holding yourself out to be an expert.

2. The primary purpose of the "Sound Body Ministry" is that it gives Lloyd a vehicle to sell his high priced, low efficacy health products to an ignorant, superstitious audience.

To increase sales volume at Christian Media®, Lloyd has also begun publishing yet another newsletter, geared toward the same unwary consumers, named (you guessed it) "Sound Body. This is said to be Susan's "ministry", although a precursory examination of this advertising vehicle shows that Susan does not write any articles in it.

Usually, when one attaches their name to a publication, they have a part in its authorship. The articles in the "Sound Body" newsletter, are either attributed to an unnamed "staff writer", or as in the June 2004 issue, (or October 2003 depending upon whether or not you have the online version or the print edition) to a PSYCHIATRIST.

Psychiatry, is a black art, which removes God and personal accountability from the equation of human behavior, and places man in the role of a mere animal (without a soul), and casts man (using the title of Psychiatrist) in the role of God. It's practice fulfils the role of sorcery, as described in the Bible. This is not out of character for James Lloyd, who supports Freud's suppositions of collective cultural amnesia, to sell his doctrine (and books) on planet X, supported by Freudian Theologian Emmanuel Velikovsky.

The fact that the very word psychiatry means a "Doctor of the Soul", should send any Christian who has even a modicum of  Biblical foundation, running the other way. Man's soul is indeed sick. The only physician who can treat the illness is Jesus Christ. But Jesus doesn't lend himself to a marketing effort in the way a sorcerer will, and so Christian Media Theology, and 21st century marketing make more comfortable bedfellows. It is a very harmonious marriage of convenience.

If you were to open either a "Sound Body"© newsletter, an Apocalypse Chronicles© newsletter, or a copy of the Christian Media Newspaper©, you cannot help but notice that except for the first page, they are deluged with advertising for Christian Media® merchandise.

Rather than having a newsletter that is supported by advertising, you find advertising that is supported by articles. All of James Lloyd's publications are advertising vehicles, which use articles, which are targeted to the products. And inside every edition of the "Sound Body" newsletter, you will find ads for every dubious, high priced remedy, that Lloyd can cut a good deal on.

Of course. Lloyd has printed under the logo at the top of the page, "A Christian media Ministry Outreach". What exactly is he reaching out to? Your wallet of course!

Did Christ advertise and sell products? Imagine having a Bible with advertisements on every page! Could you imagine hearing Jesus saying, "...we will continue this sermon on the mount, right after a word from the Association of Fishermen of Galilee"? Yet the undiscerning mass of Christianity, yearning for a product which promises the impossible, flock to these hucksters in droves.

And they pay high dollar for the same products others sell for less that half the price. Consider a Lloyd favorite: Coral Calcium. Why pay $85 for 2.2 pound bag Coral Calcium from a legitimate vendor, when you can pay James Lloyd $75.00 for less than half that amount? It sure beats me!

We will examine the word games Lloyd plays in his sales pitch for black salve in the second installment of this supplement. It is interesting that he admits that tissue treated with black salve "...usually changes color, gets moist and frequently oozes an unsightly pus-like liquid..." I suppose that because his operation has come under greater scrutiny than ever before, he has become a little gun shy of late, and as more people become wise to his modus operandi, he wants to be certain to "cover his assets".