Tobacco News Stories in Print and Broadcast Media, United States, 2004-2010

Background. Agenda setting and framing of topics are important roles for the news media and they impact tobacco control efforts. Our study purpose was to examine coverage of tobacco issues in newspapers, newswires, and on television in the United States over a seven-year period.

Methods. We analyzed media surveillance data from the Centers for Disease Control and Prevention's Office on Smoking and Health from 2004-2010 using content analysis and quantitative methods. Descriptive data and information about tobacco-related themes were analyzed from articles in 10 newspapers and 2 major newswires, and transcripts from 6 national television networks.

Results. The number of daily, monthly, and yearly stories about tobacco in newspapers, newswires, and television, and among individual mews media outlets, fluctuated over time, especially for newspapers. Tobacco was in the news consistently, however, with an average of 3 newspaper and 4 newswire stories, and 1 television story, on tobacco each day. Television stories were more likely to stress cessation/addiction and health effects/statistics themes than newspapers/newswires; newspapers/newswire stories were more likely to emphasize secondhand smoke and policy/regulation themes than television. There was substantial variation in tobacco themes among individual news media outlets.

Conclusions. Tobacco remained a newsworthy topic in the United States from 2004-2010. Audiences are likely to be exposed to different tobacco themes in newspapers/newswires than on television. Data from ongoing monitoring of tobacco in the news media can be used by advocates and others for planning and evaluation purposes, and by researchers for hypothesis generation.