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Content Analysis of Women and Parenting Magazines Targeted to Latino Audiences

Latinos are the nation's largest minority group and experience a disproportionate burden of poor health outcomes. Targeted health communications can address such disparities. Magazine headlines consist of a few words and are often written with the intention of provoking emotions and attracting readers' attention. Health communicators may benefit from understanding the different techniques used by magazine editors to create cover lines to capture consumer interest. Trained data collectors (n=4) recorded headlines from 24 months of 6 top‐selling Latino audience women and parenting magazines (n=85 issues), independently coded them for themes/emotions evoked, then analyzed for inter‐coder agreement. Headline themes/emotions identified were power/strength, informative/how‐to, bad/negative, family/protective, newness/uniqueness, improve/organize, great/inspiring, beauty/health, love/passion, easy/simple, daring, and happiness/fun. Initial correlations between 2 researchers categorizing key descriptor terms by theme was high for most themes (0.83 to 0.98), except for improve/organize (0.78). A third researcher cross‐checked until unanimous intercoder agreement was reached. The most commonly used themes in the analyzed magazines were informative/how‐to, great/inspiring, beauty/health and newness/uniqueness (38%, 27%, 22% and 21%, respectively). Findings may help nutrition professionals create materials that better capture reader attention and lead to behavior change. USDA NIFA #2011‐68001‐30170