Measuring county-level media “density”: A method for assessing the availability of traditional media for health promotion and communication at the local level

Information dissemination is an essential function for local health departments (LHDs). To accomplish a range of health communication activities, such as emergency management, community health mobilization, and health promotion and education, LHDs need to collaborate with media to inform and educate the community. The presence of traditional media, however, can vary significantly, and media sources may be particularly scarce in rural areas. 

The purpose of this study was to describe the presence (“density”) of television stations and newspapers for all 100 counties in North Carolina (NC).  The research was done as one component of a larger project that examined how LHDs in NC use the County Health Rankings (Rankings). The Rankings model assumes that traditional media will use the Rankings reports to raise awareness regarding the role of the social determinants of health. However, relying on traditional media as partners in health promotion is more plausible in media “dense” counties. 

We developed metrics to measure media “density” at the county level.  We created newspaper variables based on information from the NC Press Association.  Television coverage was assessed using information from the Federal Communications Commission on station presence and signal coverage. Results indicate that NC counties vary significantly in media density.  All counties have some television coverage, but rural counties have far less than metro counties.  Five NC counties have neither a daily nor a weekly newspaper.  Where traditional media sources are scarce, local health professionals may need to adjust their strategies for disseminating health information.  Results are mapped using ArcGIS10.