Media-directed intervention increases the likelihood of cancer stories in Black newspapers

African Americans bear a disproportionate burden of cancer, as they have the highest cancer mortality rates of any racial and ethnic group. Black newspapers are a trusted and valued source of information in the African American community, and a medium through which readers can obtain cancer information specifically. This study examines the cancer coverage of a national sample of 24 Black newspapers before and during a media-based intervention to increase quantity and quality of cancer stories. The media intervention included sending localized and race-specific news releases about cancer to half (12) of the Black newspapers starting in December 2005. We then compared cancer coverage pre- and post- intervention on four outcomes: the likelihood of cancer stories, use of a disparity frame, inclusion of mobilization information, and citing the National Cancer Institute. Black newspapers in the intervention group had a significantly higher number of cancer stories as a proportion of all health stories (OR=1.68, p=.022, N=4,755). They also had a significantly greater use of a disparities frame (OR=1.95, p=.13, N=708), behavior mobilization information (OR=2.17, p=.063, N=708), and the National Cancer Institute as an information source (OR=1.54, p=.52, N=696). These findings suggest that media interventions can affect the amount and content of cancer stories in Black newspapers, and therefore may be instrumental in influencing individual and institutional health behaviors to reduce the cancer burden in African Americans.