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Media reports of rural health and safety: a review of articles published in The Land newspaper.

The Land is one of the main newspapers that service Australia's rural community. A content analysis of reports on health issues in The Land was undertaken for the period April 1998 to October 1999 (76 editions, 10 336 pages). Fifty-four articles were published, with most being about causes of farm injury. Very few articles concerning non-injury health issues facing rural residents were published. People working in health promotion should consider The Land to be an under-utilised vehicle for news and commentary on rural health and safety issues.