Tobacco in the news: associations between news coverage, news recall and smoking-related outcomes in a sample of Australian smokers and recent quitters

This paper aims to track smokers' and recent quitters' recall of tobacco news, compare patterns of recall with patterns of news coverage and assess associations between news recall and smoking-related cognitions and behaviours, by using a quantitative analysis. The Cancer Institute New South Wales (NSW)'s Tobacco Tracking Survey, a continuous tracking telephone survey of adult smokers and recent quitters, was used to monitor recall of tobacco news and smoking-related cognitions and behaviours from January to September 2010 (approximately 50 interviews per week; n = 1952). Thirty per cent of respondents reported semi-prompted recall of tobacco news with patterns of recall closely following peaks in news coverage. Television was the most frequently cited source of tobacco news. Multivariate logistic regression analyses indicated that, controlling for individual characteristics, smokers with high levels of tobacco news recall were significantly more likely to have strong beliefs about harms from smoking [odds ratio (OR) = 1.38] and frequent thoughts about quitting (OR = 1.32). The results show that the news media are an important source of information for smokers, with the potential to influence beliefs and to put or keep quitting on the smokers' agenda. Media advocacy remains an important component of tobacco control.