The bid-rigging assertion incensed the National Association of Professional Insurance Agents, which strongly criticized Consumer Reports for a piece headlined: "Have hidden payments hiked your household insurance bills?"

The story cites the New York State civil charges against Marsh brokerage for bid-rigging and price-fixing on commercial insurance accounts, and states that New York Attorney General Eliot Spitzer "wants to know whether agents receive extra commissions for steering business to a particular insurer."

In a letter to the magazine, Leonard C. Brevik, executive vice president and chief executive officer of Alexandria, Va.-based PIA, faulted Consumer Reports for not fully explaining the complexities of the issue and for advising customers to do business with direct agents.

He called the magazine's report "highly irresponsible," and asked the editors to work with PIA to publish a "balanced follow-up story."

In reply, Margot Slade, editor with Consumer Reports, said the magazine disagreed with Mr. Brevik's contention that the article "implied misconduct by independent insurance producers." She also said the article does not advise consumers to only shop with exclusive agents and direct insurers, adding that the magazine believes it reported fairly on the subject.

Ms. Slade, when questioned by National Underwriter about the bid-rigging question, would not answer and instead referred inquiries to the publication's communications office, saying they would refer queries back to the appropriate editor or reporter for comment.

The senior director of the communications office, Linda Wagner, responded that "there is nothing further that we have to add at this point beyond Ms. Slade's [written] comment."

Asked about evidence of bid rigging, she said the article "says what it says," and that "we're reporting on an investigation."

The article said consumers "don't face the bid rigging problem" if they buy direct from an insurer or through a captive agent.

Cliston Brown, director of public affairs for the Alexandria, Va.-based Independent Insurance Agents & Brokers of America, reacting to the article, called it "a mischaracterization" to suggest that consumers can get a better value by going to direct insurers or captive agents.

Mr. Brown said this advice "really sells short independent agents and brokers and the value they offer to consumers."

He added that "independent agents and brokers invest substantial time to identify clients' wants and needs and match them with a number of choices based on coverage, price, service and carriers' financial strength.

"Additionally, they must remain available to assist with questions and changes as needed. Independent agents and brokers aren't locked into one company's policies or products and can seek out coverage that is tailored to the needs and desires of their customers."

Mr. Brown commented that neither captive agents nor "direct" carriers "can offer consumers such a wide array of choices or such personalized service."

The article recommends that consumers comparison shop to make sure they are getting the best rate and not assume "an agent has your best interests at heart."

The article pointed to several Web sites consumers can go to for information, which include www.iii.org, www.naic.org, and www.insweb.com.

In testimony before a New York State Assembly Committee on Insurance last week, Mr. Spitzer said his investigation of the insurance industry is looking into a number of lines of insurance (see NU Online Jan. 10). He said the outcome of those investigations, "including personal lines, would come out in due course."