Redemption: It's Good for Business

If the N.R.A. and Philip Morris crave moral makeovers, who else might follow?

The National Rifle Association did something odd last week, even by its standards. Responding to the Million Mom March in Washington for gun control, the N.R.A. presented television and newspaper ads in which its president, Charlton Heston, and an "N.R.A. mom" announced a new challenge program. "We're putting up the first $1 million to put gun-safety education in every classroom," said Heston. The N.R.A. mom added, "That's a million N.R.A. moms challenging a million more moms just like you."

I'm not sure what an N.R.A. mom is, though one wonders what she puts in the kids' lunch boxes. But I know...

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