Reaching unhealthy eaters: applying a strategic approach to media vehicle choice.

Founded upon the argument that unhealthy eaters need to be reached through strategic choices that are driven by adequate formative research, this article examines the media consumption patterns of unhealthy eaters. Based on an analysis of the 1999 Lifestyle data, the article points out that healthy and unhealthy eaters differ systematically in their media choices. While television news is the most effective channel for reaching healthy eaters, television sports and entertainment-oriented Internet are the two major media categories consumed by the unhealthy eater. Also, healthy eaters are more likely to be drawn to print media, suggesting that print-based healthy eating campaigns are unlikely to reach the at-risk group. The article recommends the exploration of alternative entertainment-oriented channels and content strategies to effectively reach the unhealthy eater.