To the Editor: Atomoxetine has been recently introduced for the management of attention deficit hyperactivity disorder (ADHD) (1), and a vigorous campaign is ongoing to encourage physicians to write prescriptions for this drug. A media blitz is being directed to consumers, encouraging them to seek this medication. Before this expensive norepinephrine enhancer is used as a first-line medication to treat ADHD, its advantages relative to the generically prescribed stimulants need to be established. Ideally, a placebo-controlled blinded study model such as the one previously used by us to study another norepinephrine enhancer, imipramine (2), should be used. Because the costs of administering atomoxetine are about $90 per month and generic stimulants cost, on average, about $25 per month, atomoxetine’s role as a first-line therapy should be supported by research.