A national survey of readers of black newspapers shows that whether readers depend on black newspapers for cancer and health information depends on their black newspaper use, black selfidentity and general media dependency.According to the 2009 Bacon's Media Directory, 1 there are 211 U.S. African-American daily and community newspapers-slightly fewer than the figure of 237 reported in the 2006 directory. While the newspaper industry as a whole is suffering declines in circulation, those who study the black press have asserted that "the continuing desire for an alternative minority press reveals both the unmet promise of media diversity trumpeted in the 1960s and the ever present yearning by distinct groups to assert their unfiltered voices in the marketplace of ideas." 2 They contend that even with increased inclusion in general audience media, black newspapers deliver a product that cannot be equaled by the mainstream press. 3 African-American publishers and editors agree and believe that their newspapers provide niche content. 4 Researchers have conducted few surveys specifically on the attitudes and media use behaviors of African-American newspaper audiences. Existing research appears to back the assertion of black newspapers, illustrating that black newspaper audiences use black newspapers to augment their use of general audience (or "mainstream") media. The benefits to black newspaper readers include perspectives and news topics not included elsewhere. 5 Furthermore, research indicates that health information in black newspapers may promote positive health behaviors, 6 but, to our knowledge, no study has systematically looked at individual factors associated with black newspaper readership and dependence on black newspapers for health and cancer news.This study examines individual characteristics of black newspaper readers and their general audience media use to gain an understanding of how reading black newspapers fits into their media consumption habits for health information. The results of this study fill a gap in the academic literature by looking more deeply at an understudied population and by extending our understanding of media dependency for health news by African-Americans who disproportionately experience health disparities. Moreover, it will provide black newspaper management with information about their audiences and will guide health communication researchers who use African-American media in their health interventions.
Literature ReviewOne of the goals of the National Cancer Institute's 2006 cancer research plan was to overcome health disparities. 7 Race and ethnicity have long been factors tied to health disparities. 8 Americans-cancer is detected at later stages, may be more aggressive and doctors offer African-Americans fewer treatment options. 9 In addition, recent studies suggest that early screening is not necessarily the only explanation for these disparities. 10 While there are myriad factors associated with late diagnosis, two important factors are a person's education lev...