For reasons detailed in Topics in the Debate a substantial revenue-neutral tax would very likely be more effective, better for the economy, and more equitable than emissions trading. With sufficient communication of these advantages, tax-and-dividend could become the preference of Americans holding varying views on other policy issues, in a broad consensus. Therefore full page ads were placed in journals of opinion of national scope ranging from Mother Jones (June 2008) and The American Prospect (May) to The National Review (June 16th).

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