Humana Reaches Agreement With Ad Company Following Limbaugh's Remarks

Reporting from the Associated PressA dispute over the name "Concentra'' that was triggered by a backlash over ads that ran on Rush Limbaugh's radio program has been settled.Maine-based Selfworx.com is affiliated with the marketing Preval Group, which aired an ad for Concentra memory-enhancement pills on Limbaugh's show on March 5. The name caused Louisville-based Humana, which is the parent company of Concentra Health Services, to receive several responses criticizing the company for supporting Limbaugh's show. Limbaugh has been criticized for attacking student Sandra Fluke over contraception. He apologized but has lost advertisers in the backlash.Concentra Health and the Portland, Maine-based Preval Group are not related.Humana sued Preval for trademark infringement on last Thursday in U.S. District Court in Louisville. The Preval Group has now agreed to stop marketing its pills as Concentra and either rebrand or destroy any stock bearing that name.Jackaline Rutter, a brand manager for Preval, said the company didn't buy an ad targeted at Limbaugh's show. Instead, Preval purchased Concentra pill advertising to air anytime between 7 a.m. and 7 p.m. that day and it just happened to air during Limbaugh's broadcast in the New York market.Rutter said Preval, a marketing company that sells the memory pills, has discontinued advertising on Limbaugh's show.