Calcium, Vitamin D, Iron, and Folate Messages in Three Canadian Magazines

Data from the Canadian Community Health Survey showed that calcium, vitamin D, iron, and folate are nutrients of concern for females 19-50 years of age. The study objectives were to assess the quantity, format, and accuracy of messages related to these nutrients in selected Canadian magazines and to examine their congruency with Canadian nutrition policies.

Using content analysis methodology, messages were coded using a stratified sample of a constructed year for Canadian Living, Chatelaine, and Homemakers magazines (n = 33) from 2003-2008. Pilot research was conducted to assess inter-coder agreement and to develop the study coding sheet and codebook.

The messages identified (n = 595) averaged 18 messages per magazine issue. The most messages were found for calcium, followed by folate, iron, and vitamin D, and the messages were found primarily in articles (46%) and advertisements (37%). Overall, most messages were coded as accurate (82%) and congruent with Canadian nutrition policies (90%).

This research demonstrated that the majority of messages in 3 Canadian magazines between 2003 and 2008 were accurate and reflected Canadian nutrition policies. Because Canadian women continue to receive much nutrition information via print media, this research provides important insights for dietitians into media messaging.