Reports on a meta-analysis of 34 news diffusion studies to show that the general importance of a story is positively associated with the level of diffusion and likelihood of hearing the news interpersonally but not the rate of telling others. Indicates that news that is personally relevant to an individual is more likely to be discussed with…

Addresses the question of whether use of student samples jeopardizes the validity of research. Examines the distinction between univariate and multivariate relationships in a study of identification with Diana, Princess of Wales. Shows that although the estimates of univariate values differed across three samples, the multivariate relationships…

A study examined whether billboard advertising of tobacco and alcohol products is differentially targeted toward White, Black, Asian, and Hispanic neighborhoods. The study analyzed 901 billboards in neighborhood commercial districts in San Francisco, California, giving particular attention to tobacco and alcohol billboards. Neighborhood census…

Tobacco companies have the ability to target their products to segmented audiences by advertising in specialty magazines. Segmentation is a means of providing audiences with ads appropriate to their behavioral, demographic, and psychological characteristics. Through a content analysis of cigarette advertising in 10 popular magazines, a study…