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Table_B3

The Character of the Media  

In general,

   Television--

     -  reaches the most and broadest range of people
     -  is not as targeted as other media channels
     -  covers issues in very short segments
     -  conveys human interest and personal stories well
     -  might have calendars of events

   Radio--

     -  stations have more narrowly defined listeners (e.g., older teens, young adults, and drivers) and
        can target more discretely
     -  can be cheaper to work with than television (e.g., can use announcer copy public service
        announcements)
     -  call-in shows offer opportunities for two-way exchange 
     -  may have more frequent news coverage than other media
     -  covers issues in very short segments (e.g., 10-second sound bytes)
     -  may produce public service announcements if they perceive that there is a local interest

   Newspapers/Magazines--

    -   offer space to explain in more detail
    -   can be re-read, encouraging discussion
    -   are less emotional media than radio/television
    -   are more likely to have calendars of events
    -   may have a narrow target audience (e.g., a local Spanish-language newspaper)

   Outdoor Media--

    -   include billboards, transit advertising (in subways and bus stops, on buses and taxis)
    -   are generally used for advertising
    -   are good for "at-a-glance" reminders                        
    -   in some cases (inside buses) might "capture" the viewer long enough to absorb a longer message    
    -   can use locations to target your audience, based on where they live or work
    -   may offer public service space

From "Working with the Media" in Nutrition Intervention in Chronic Disease: A Guide to Effective 
Programs.

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