Nelson David E, Gallogly Meg, Pederson Linda L, Barry Matthew, McGoldrick Daniel, Maibach Edward W
Office on Smoking and Health, Centers for Disease Control and Prevention, 4770 Buford Highway, NE, Mail-stop K-50, Atlanta, GA 30341-3717, USA.
Am J Public Health. 2008 Mar;98(3):536-42. doi: 10.2105/AJPH.2006.090340. Epub 2007 Jun 28.
We identified the mass media channels that reach the most cigarette smokers in an attempt to more effectively target smoking cessation messages.
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.
Smokers viewed more television, listened to more 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 and were cost-efficient channels for targeting smokers.
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.
我们确定了能够覆盖最多吸烟者的大众媒体渠道，以更有效地针对戒烟信息进行传播。
吸烟者的覆盖范围估计值和指数得分取自2002 - 2003年全国成年人消费者风格与健康风格调查（N = 11660），以估计电视、广播、报纸和杂志在总体及特定人口统计学方面的接触指标。
与不吸烟者相比，吸烟者观看电视更多，收听广播更多，而阅读杂志和报纸更少。近三分之一的吸烟者是白天或深夜电视节目的固定观众。特定的有线电视网络（美国有线电视新闻网、生活时间频道和探索频道）以及特定的广播类型，如经典摇滚和乡村音乐，具有较高的覆盖率，是针对吸烟者的成本效益高的渠道。
某些大众媒体渠道为传播戒烟信息提供了有效的机会，从而能够以相对较低的成本覆盖相对大量的吸烟者群体。本研究中使用的方法可应用于其他类型的健康风险因素，以改善健康传播规划并提高项目媒体支出的效率。
