First, we need to consider what media the target audience utilises and, more importantly, trusts as a
source of information about breast cancer risk. We know from the 1996 Breast Health Survey that for
Australian women “the media” is their most common source of information and advice about breast
cancer, and that the proportion of women reporting using different forms of media ranges from 18%
for radio to 67% for television, with women’s magazines at 49% (Barratt et al., 1997). Interestingly,
there is almost no difference across media in terms of women’s perceptions of the information that is
judged as being useful