David E. Nelson ^1*, Meg Gallogly ², Linda L. Pederson ¹, Matthew Barry ², Danny McGoldrick ³, Edward W. Maibach ⁴

¹ Centers for Disease Control and Prevention
² Tobacco Free Kids
³ Campaign for Tobacco Free Kids
⁴ School of Public Health and Health Services, The George Washington University

^* To whom correspondence should be addressed. E-mail: den2{at}cdc.gov.

	Abstract

Objectives. We identified the mass media channels that reach the most cigarette smokers.

Methods. Reach estimates and index scores for smokers were taken from 2002–2003 ConsumerStyles and HealthStyles national surveys of adults (N=11660) to estimate overall and demographic-specific exposure measures for television, radio, newspapers, and magazines.

Results. Smokers viewed more television and radio and read fewer magazines and newspapers than did nonsmokers. Nearly one third of smokers were regular daytime or late-night television viewers. Selected cable television networks (USA, Lifetime, and Discovery Channel) and selected radio genres, such as classic rock and country, had high reach among smokers and were cost-efficient channels for targeting that audience.

Conclusions. Certain mass media channels offer efficient opportunities to target smoking cessation messages so they reach relatively large audiences of smokers at relatively low cost. The approach used in this study can be applied to other types of health risk factors to improve health communication planning and increase efficiency of program media expenditures.

Key Words: Health Promotion, Media, Smoking Cessation, Tobacco Control