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Comparison of Media for Dissemination of Information About Cancer in Rural Communities

A study was done in Orangeburg County, South Carolina, to compare the effectiveness of the various mass media—television, radio, and newspaper—for the dissemination of educational material about cancer. Effectiveness of these media in reaching certain subpopulations defined by race, sex, income, and population density was also examined. The newspaper was found to be generally more effective than other media. This superiority held for almost all subpopulations. Furthermore, it was found that certain subpopulations differed from others in the extent to which they were reached by a particular medium.