Small business owners' opinions about written health and safety information

Owners of small manufacturing businesses from twelve industrial sectors (n=40) participated in focus groups. They most frequently read trade and local business publications; few regularly read or receive health and safety materials. They select business-related materials that are specific to their business, give them new ideas, or have information that is easy to use. Insurance companies and business associations are the most frequently mentioned sources of health and safety information. The most important aspects of a prototype newsletter are sponsorship, color and graphics, length and relevance. Most are positive about a university logo, because it indicates a trusted source. The front page should have a table of contents with short descriptions of articles and catchy headlines. A newsletter should take no more than ten minutes to read. Owners did not like articles that were written in first person, used quotes, were too personal or gave no solutions. Owners think a newsletter will be successful if it is targeted to their industry, shows costs, includes case studies about local businesses, isn't too academic, focuses on a different topic with each issue, and gives readers an opportunity to provide feedback.