Cancer coverage in mass-circulating Canadian women's magazines.

Mass media can inform health beliefs and shape cancer control behaviours. This study surveyed cancer coverage in 309 issues of Canadian women's magazines for the period 1991-1997. Magazines were selected if 1996 revenue > $10 million and circulation > 500,000; Canadian Living, Chatelaine, Flare and Homemaker's met these criteria. The volume of cancer coverage varied significantly by year and by magazine. However, coverage of specific cancers did not reflect their contribution as a cause of cancer death in Canadian women. The percentage of articles on lung cancer was lower and on breast cancer was higher than the percentage of deaths due to these cancers. All magazines had decreased coverage of lung cancer in 1997 compared to 1991. National cancer resource agencies and research initiatives on breast cancer were infrequently mentioned. These results argue for greater partnerships between the media and health educators to enhance balanced dissemination of cancer control information to Canadian women.