Dreamland

1. Portsmouth's Dreamland: A Microcosm of American Decline

Memories of Dreamland, drenched in the smell of chlorine, Coppertone, and french fries, were what almost everyone who grew up in Portsmouth took with them as the town declined.

Golden Age memories. Portsmouth, Ohio, once a thriving blue-collar town with bustling factories and a vibrant community centered around the Dreamland swimming pool, represents a nostalgic vision of mid-20th century America. This era fostered a sense of community and shared prosperity, where class distinctions blurred, and recreation was accessible to all.

Economic downturn. The decline of Portsmouth mirrors the broader Rust Belt narrative, marked by factory closures, job losses, and a shrinking population. Globalization, competition, and cheaper labor in other countries led to the collapse of the town's industrial base, leaving behind abandoned buildings and a sense of despair.

Two Portsmouths. Today, two realities exist: the physical town of abandoned buildings and the idealized memories of a better time. Dreamland, with its chlorine scent and carefree summers, symbolizes the lost prosperity and community spirit that once defined Portsmouth, a stark contrast to the present-day struggles.

2. The Xalisco Boys: Innovators in Heroin Retail

Those who worked hard and honestly got left behind. Only those with power and money could insist on decent treatment.

From Sugarcane to Heroin. The Xalisco Boys, young men from a small, impoverished sugarcane-farming region in Mexico, revolutionized the heroin trade by applying a retail business model. This system, based on convenience, customer service, and a readily available workforce, transformed the drug market in numerous U.S. cities.

Franchise Model. The Xalisco Boys operated like a fast-food franchise, with cell owners supplying heroin to drivers who delivered it directly to customers. This "pizza delivery" approach eliminated the need for addicts to visit dangerous neighborhoods, making heroin accessible to a wider, often middle-class, clientele.

Key characteristics:

• Non-violent
• No use of guns
• Strict adherence to business principles
• Focus on customer service
• Targeting white, middle-class users

3. The Pain Revolution: A Double-Edged Sword

The patient, it held, was always right, particularly when it came to pain. The doctor was to believe a patient who said he was in pain.

A Shift in Medical Thought. The late 20th century saw a revolution in pain management, driven by the belief that pain was undertreated and that patients had a right to relief. This movement, fueled by the hospice movement and the WHO Ladder, led to a more liberal use of opiate painkillers.

Unintended Consequences. While intended to alleviate suffering, the pain revolution inadvertently created a perfect storm for opiate abuse. The emphasis on patient autonomy, combined with aggressive pharmaceutical marketing, led to overprescribing and a surge in addiction.

The WHO Ladder:

• Opiates should be used to deal with terminally ill patients on whom nonopiates did not work.
• Doctors should believe a patient who said he was in pain and prescribe accordingly.

4. Arthur Sackler's Legacy: Marketing and the Morphine Molecule

[Arthur Sackler] showed the industry “that amazing things can be achieved with direct selling and intensive direct advertising.”

Revolutionizing Drug Advertising. Arthur Sackler transformed pharmaceutical marketing with his innovative campaigns for drugs like Terramycin and Valium. His emphasis on direct doctor contact, aggressive advertising, and the creation of a need for the product set a new standard for the industry.

Valium's Double Edge. While Sackler's marketing genius made Valium a blockbuster drug, it also highlighted the potential dangers of promoting drugs for vague symptoms without addressing the underlying causes. This approach paved the way for the marketing of painkillers like OxyContin.

Sackler's Strategies:

• Direct doctor contact
• Free samples
• Multi-page color ads in medical journals
• Glossy monthly magazines with stories about well-known doctors

5. The Xalisco Boys' Secret Weapon: Exploiting Addiction and the American Dream

They were all from the same town.

Ranchero Roots. The Xalisco Boys' success stemmed from their unique combination of small-town connections, a strong work ethic, and a ruthless understanding of the American Dream. They were driven by the desire to escape poverty and return home as successful entrepreneurs.

The American Dream, Twisted. The Xalisco Boys' version of the American Dream involved exploiting addiction for profit, building lavish houses back home, and displaying their newfound wealth to those they had left behind. This twisted ambition fueled their relentless pursuit of new markets and customers.

Key Factors:

• Strong family and community ties
• Desire to escape poverty
• Ruthless business acumen
• Exploitation of vulnerable individuals

6. OxyContin's Rise: A Perfect Storm of Marketing and Misinformation

We Realized This Is Corporate

Purdue's Aggressive Marketing. Purdue Pharma aggressively marketed OxyContin, downplaying its addictive potential and promoting it for a wide range of pain conditions. This campaign, combined with the pain revolution, led to a surge in prescriptions and a growing pool of opiate-dependent individuals.

The Porter and Jick Myth. The misinterpretation of a one-paragraph letter to the editor became a cornerstone of Purdue's marketing strategy, falsely claiming that addiction was rare in patients treated with narcotics. This misinformation helped to assuage doctors' concerns and fuel the overprescribing of OxyContin.

The Perfect Storm:

• Aggressive pharmaceutical marketing
• Misinformation about addiction
• A medical culture focused on pain relief
• A vulnerable population seeking escape from economic hardship

7. The Internet of Dope: How the Xalisco Boys Leveraged Technology

Delivered Like Pizza

Modernizing Heroin Sales. The Xalisco Boys revolutionized the heroin trade by adopting a delivery system that resembled a fast-food franchise. This approach, combined with the use of cell phones and pagers, allowed them to reach a wider customer base and operate with greater efficiency.

The Delivery System:

• Telephone operators taking orders
• Drivers delivering heroin in balloons
• Meeting points in suburban parking lots
• Quick, discreet transactions

Exploiting Methadone Clinics. The Xalisco Boys strategically targeted methadone clinics, offering free samples to clients and recruiting them as guides to new markets. This allowed them to tap into a ready-made population of opiate addicts and expand their reach across the country.

8. The Human Cost: Families Torn Apart by Addiction

A Parent’s Soul Pain

A Silent Epidemic. The opiate epidemic has ravaged families across America, leaving behind a trail of broken relationships, financial ruin, and shattered dreams. The stigma associated with addiction often prevents families from seeking help or speaking out, perpetuating the cycle of silence and shame.

The Addict's Transformation. Opiate addiction can transform individuals into unrecognizable versions of themselves, driven by a relentless craving for the drug. Lying, stealing, and betrayal become commonplace as addicts sacrifice everything in pursuit of their next fix.

The Ripple Effect:

• Financial ruin
• Emotional distress
• Family breakdown
• Loss of trust
• Increased crime

9. The Search for Solutions: Treatment, Prevention, and a New Perspective

The Treatment Is You

A Multifaceted Approach. Addressing the opiate epidemic requires a comprehensive approach that includes prevention, treatment, and harm reduction strategies. This includes educating the public about the risks of opiates, expanding access to treatment and recovery services, and promoting responsible prescribing practices.

The Importance of Community. Building strong communities and providing support networks for individuals struggling with addiction is crucial for long-term recovery. This includes creating safe spaces for addicts to share their experiences, access resources, and find hope for a better future.

Key Strategies:

• Education and awareness campaigns
• Increased access to treatment and recovery services
• Responsible prescribing practices
• Community-based support networks
• Harm reduction strategies

10. The Opiate Epidemic: A Reflection of American Excess

What pain?

A Culture of Comfort. The opiate epidemic is a symptom of a larger societal problem: a culture that prioritizes comfort and instant gratification over resilience and long-term well-being. This has led to a reliance on quick fixes and a reluctance to address the underlying causes of pain and suffering.

The American Dream, Distorted. The pursuit of the American Dream, with its emphasis on material success and individual achievement, has created a pressure cooker environment that can lead to stress, anxiety, and a sense of emptiness. Opiates offer a temporary escape from these pressures, but ultimately lead to a deeper sense of despair.

A Call for Change:

• Re-evaluate societal values
• Promote resilience and coping skills
• Address the root causes of pain and suffering
• Foster a sense of community and connection

Last updated: September 19, 2025