Adams introduced speaker
Cardwell, Emmy award-winning
reporter at WSB-TV (1996-2007)
former candidate for the U.S. Senate in the 2008
Democratic Primary. Today, he manages
TrustDale.com, a consumer advocacy and advisory
company, and its companion broadcast TrustDaleTV
which airs on WAGA-TV.
said his speech should be entitled, "Why Was I
Crazy Enough to leave WSB-TV and Start This
Business?" As background, Dale recalled when
he and his family were placed in protective
custody following the murder of DeKalb County
Sheriff-Elect Derwin Brown in December 2000.
Like Brown, Dale was on a "hit list" for revealing
corruption in the DeKalb Sheriff's Department
under then Sheriff Sidney Dorsey, who had been
defeated by Brown in the 2000 election.
(Dorsey was later convicted of Brown's murder and
is serving a life sentence.)
2007, Dale left WSB-TV to "save the world and run
for the U.S. Senate," but he refused to accept PAC
(political action committee) funding and lost the
primary nomination. On the advice of WSB's
Clark Howard, with whom Dale had worked as part of
WSB's consumer reporting team, Dale started his
own internet consumer reporting site:
TrustDale.com, launched in May 2009.
said he took his 20 years of investigative
reporting experience to develop a checklist for
consumers using tools such as public records and
agencies (Office of Consumer Affairs, for
example). Currently, 68 companies are
represented on the site, which has an impressive
85,000 visits per month, with an average visit of
more than four minutes. Visitors click
through an average of 12 pages on the site, and
the bounce rate is under one percent. The
television show TrustDaleTV airs Saturdays and
Sundays at 11:30 a.m. on WAGA-TV (Fox 5).
representing a company on the website, Dale
personally interviews the company owner.
After passing the TrustDale investigative review,
the company must agree to and abide by the TrustDale
"Make It Right Guarantee" which ensures complete
customer satisfaction with product, price and