Comparison of media for substance abuse education 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 substance abuse. Effectiveness of the media in reaching certain subpopulations defined by race, sex, income, age, and population density was also examined. It was found that the radio medium was generally less effective than the others. Furthermore, it was found that Blacks and Whites differed in the extent to which they were reached by radio and television.