The 130th Annual Meeting of APHA

Abstract #34955

Daniela Beth Friedman-Award Winner, MSc and Laurie Hoffman-Goetz, PhD, MPH. Department of Health Studies and Gerontology, University of Waterloo, 200 University Avenue West, Burt Matthews Hall, Waterloo, ON N2L 3G1, Canada, 519-888-4567, dbfriedm@ahsmail.uwaterloo.ca

Print media is an important and widely used channel for disseminating health information to the public. There is limited research on the cancer information sources of older individuals. It is especially important that seniors receive accurate and understandable cancer information since age is the major risk factor for most common cancers. This study evaluated the volume and scope of cancer coverage in mass circulating print media that specifically target seniors. Eight English-language publications, available in North America for 10 years and specifically targeting seniors, were assessed for cancer coverage. Between 1990-2000, 1254 health articles were found with 226 articles specifically on cancer. One-third of cancer articles focused on prevention and only 21% (n=48) were published during National Cancer Awareness months. Ninety-one of the cancer articles contained mobilizing information (e.g., telephone number or contact name). Significant differences in the inclusion of mobilizing information were found according to cancer site (c²₍₈₎=29.02; p<0.001), with the highest percent of mobilizing information found in articles about breast cancer (67%) and the lowest percent of mobilizing information found in articles about colorectal cancer (1.7%). Few cancer articles (n=67) mentioned age either as a risk factor or as a target group for the information. A random 20% of cancer articles were assessed for readability using the SMOG readability formula which indicated an average score of grade 12.5. These findings suggest the need for lower article readability levels, inclusion of more mobilizing information, and clear identification of age as a disease risk factor in cancer articles targeting seniors. [Research supported by SSHRC of Canada]

Learning Objectives: From this poster session, individuals will be able to

• Describe the volume and scope of cancer coverage in mass circulating print media during the decade of 1990-2000 that specifically target seniors.
• Understand the need for age-specific cancer information accompanied by mobilizing information in print media targeting seniors.

Keywords: Health Communications, Health Literacy

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.