Applying Common Latino Magazine Cover Line Themes to Health Communications

Abstract

This study aimed to describe strategies used in magazine cover lines to capture the attention of Latino consumers. A content analysis of cover lines (n = 581) from six top-selling Latino women’s and parenting magazines (n = 217 issues) sold in the United States identified 12 common themes: great/inspiring, beauty/health, bad/negative, love/passion, family/protective, strength/power, daring, informative/how-to, newness/uniqueness, improve/organize, happiness/fun, and easy/simple, with the first seven being unique to Latino-targeted magazines. Theses unique themes may be related to certain Latino cultural constructs, such as familismo, machismo, and respeto. Cover lines for nutrition education information mini-magazines were written using the strategies identified in the content analysis, then cognitive tested with 112 Spanish-speaking Latino parents. Parents felt the cover lines matched the guide content, were attention grabbing and catchy, and would motivate parents to read the mini-magazine. Findings can assist health communicators in creating brief Latino-targeted messages that are culturally responsive and capture reader interest.

Keywords

Latinos health communication magazine cover lines

Introduction

Latinos are the United States’s largest minority group and bear a greater burden of poor health outcomes than non-Hispanic Whites, including higher rates of diabetes, hypertension, overweight, and obesity (Clayman, Manganello, Viswanath, Hesse, & Arora, 2010; Daniel, 2010; Duerksen et al., 2005; Polk, Cater-Pokras, Dover, & Cheng, 2013; Yancey & Kumanyika, 2007). Inadequate access to health services and information is one of the leading contributors of health disparities in the Latino population; additional contributors include limited proficiency in English communication skills, lower incomes, as well as cultural beliefs and behaviors (Ayala et al., 2001; Boulanger, Pérez-Escamilla, Himmelgreen, Segura-Millán, & Haldeman, 2002; Daniel, 2010; Duerksen et al., 2005; Elder, Ayala, Parra-Medina, & Talavera, 2009; Polk et al., 2013). Newly immigrated Latinos often live in metropolitan areas and lack extended family support (Dumas, Arriaga, Begle, & Longoria, 2010; Morales & Lara, 2002). These families often have a low socioeconomic status and limited English proficiency, which can limit their access to health services. As Latino families become more acculturated, they often transition away from traditional diets that were rich in fruits, vegetables, and legumes and away from a physically active lifestyle (Dumas et al., 2010; Morales & Lara, 2002). In addition, Latinos with limited English proficiency may be less trusting of those who do not speak Spanish and of non-Spanish health communications made via various media outlets (Clayman et al., 2010; Dumas et al., 2010; Victorson et al., 2014).

To help overcome barriers to health information access, translating health messages to Spanish in a culturally sensitive manner is important (Clayman et al., 2010; Dumas et al., 2010; Victorson et al., 2014). In addition, tailoring information so that it takes into consideration potential cultural barriers and accommodates lower literacy levels is needed (Boulanger et al., 2002; Daniel, 2010; Hackman & Moe, 1999). Health communication strategies that can increase Latinos’ access to useful information include creating custom publications, being sensitive to diverse cultural meanings when choosing words and phrases, considering cultural beliefs and behaviors, and understanding the process of acculturation (Ayala et al., 2001; Clayman et al., 2010; Elder et al., 2005; U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, 2012). Culturally relevant messages can help garner interest (Elder et al., 2006; Elder et al., 2005; Elder et al., 2009; Wilson, 2007). Brief messages are potentially effective because they can be distributed in a way that overcomes access barriers such as through texting, online messaging, and brief newspaper and magazine articles (Diviani, van den Putte, Giani, & van Weert, 2015; Wolff & Ellis, 2009).

Health communicators can look to Latino-targeted media outlets, such as magazines, to identify strategies that may elevate the intrinsic interest in a health message as well as the effectiveness of health communiqués directed to Latino audiences (Clayman et al., 2010; Duerksen et al., 2005; Johnson-Taylor, LYaroch, Krebs-Smith, & Rodgers, 2007; Klohe-Lehman et al., 2006; Lefebvre, Lurie, Goodman, Weinberg, & Loughrey, 1995). The Latino population reads, on average, 12.7 magazine issues per month, compared with 11.6 for the total U.S. population (U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, 2012). Headlines on magazine covers (called cover lines) are concise and written with the intention of attracting readers’ attention; these headlines could potentially be used to convey meaningful health messages that motivate readers to read related articles that ultimately enable and motivate them to make health behavior changes (Clayman et al., 2010; Wilson, 2007).

To capitalize on the success of magazines and other commercial media in reaching Latinos in health campaigns, it is worthwhile to develop an understanding of the strategies these publications used to create messages that capture audience interest (Mier, Ory, & Medina, 2010; Pérez-Escamilla et al., 2000). However, limited research has been published regarding the strategies used by printed media to target Latino audiences. Thus, the purpose of this study was to advance this understanding by conducting a content analysis of Latino-targeted magazine cover lines with the goal of identifying themes, creating health-related messages using identified themes, and cognitive testing of created messages with Latino parents of preschoolers.

Method

This study was part of a larger childhood obesity prevention intervention program for English- and Spanish-speaking families with young children (Martin-Biggers, Spaccarotella, et al., 2015). The study was approved by the institutional review boards at the authors’ universities and participants gave informed consent.

The study reported here had two parts. In Part 1 of this study, trained data collectors (n = 7) located top-selling Latino magazines published between 2012 and 2013 (n = 217 issues) through online Internet searches and recorded the cover lines verbatim into a spreadsheet (Guskin & Mitchell, n.d.; Lulofs, 2013). Latino-targeted magazines available in the United States may be published in English, Spanish, or some degree of bilingualism. Each cover line was subjected to qualitative content analysis by three trained bilingual researchers who worked independently to identify the main descriptive term used (e.g., fácil [simple], amor [love]; Berelson, 1971; Krippendorff, 1980). Descriptive terms were lemmatized when more than one form of the term was used (e.g., poder, poderoso). Two researchers then coded cover lines for themes, continually refining the theme categories throughout the coding process (Harris et al., 2009; Miles, Huberman, & Saldaña, 2013). After the coding was complete, a third researcher independently analyzed the cover lines to confirm accuracy of theme category assignment. A list of the commonly used terms in each cover line theme was compiled.

In Part 2 of the study, three health communication experts wrote cover lines for 12 colorful mini-magazines for parents that focused on obesity-prevention-related topics. These experts were instructed to write brief, informative cover lines that reflected the content of the mini-magazines and were similar in writing style and language use to those on the commercially produced magazines analyzed in Part 1 of the study. The list of commonly used terms generated in Part 1 of this study informed word choice.

Spanish speaking-parents of preschool-aged children were recruited by posters and electronic announcements placed on workplace and community email listservs and websites to participate individually in a brief cognitive interview conducted in Spanish. All the parents (n = 112) participating in Part 2 of this study were Latino, were female (94%), had a mean age of 31 ± 7.4 SD years, had at least one child younger than 18 years (2.26 ± 0.9 SD children), and half had at least some post-secondary education. Cover lines were one component of a comprehensive cognitive interview that lasted approximately 60 min. That is, during the cognitive interviews, parents were asked to use the think aloud and verbal probing process as they reviewed a randomly selected guide written in Spanish and then give feedback to questions asked by the trained moderators using a written protocol (Willis, 1999). After providing feedback on the guide’s design, writing style, and sections (e.g., introduction, tips, ideas, summary), researchers drew parents’ attention to the guide’s cover lines and asked them what they thought about the cover line statements, whether they thought the cover lines were likely to make other parents want to read the guide, and how they would suggest changing the cover line statements. Parents were compensated with US$25 for participating in the cognitive interviews.

Frequencies were calculated to describe the relative use of each theme identified in Part 1. In Part 2, descriptive statistics were computed to describe participants’ demographic characteristics. Cognitive testing data were analyzed qualitatively by three trained researchers to describe overall thought trends of parents.

Results

Table 1 lists the magazines included in Part 1 of this study. Of the six top-selling Latino-targeted magazines surveyed, half were primarily written in Spanish and the other half in English. For the 85 Latino-targeted magazine issues surveyed, 581 cover lines were identified and used in the content analysis.

Table 1.

Magazine Cover Lines Sampled, 2012 to 2013.

Magazine name	Number of issues sampled	Issues published per year	Primary language of magazine
Latina	21	11	English
Siempre Mujer	12	6	Spanish
Buen Hogar	24	6	Spanish
Ser Padres	24	12	Spanish
USA Today Hispanic Living	3	2	English
Woman’s Day for Latinas	1	2	English

A total of 12 themes emerged from the content analysis, listed in order of descending predominance: informative/how-to, great/inspiring, beauty/health, newness/uniqueness, bad/negative, love/passion, family/protective, improve/organize, happiness/fun, strength/power, daring, and easy/simple (Table 2). The most frequent themes in magazine cover lines targeted to Latino audiences included informative/how-to (38%), great/inspiring (27%), and beauty/health (22%).

Table 2.

Examples of Sampled Cover Lines and Key Descriptors for Themes Found in Latino-Targeted Magazines From the Content Analysis.

Themes	Key descriptors		Example cover lines from content analysis		n (%) cover lines using^a
Themes	English Translation	Spanish	English Translation	Spanish	n (%) cover lines using^a
Informative/how-to	Advice, guide, recipes, experts	Consejos, guía, recetas, expertos	25 personal tips from doctors	25 tips personales de los médicos	223 (38)
Improve/organize/control	Develop, to organize, to know	Desarrollo, organizar, saber	Ideas to organize your bathroom	Ideas para organizar tu baño	53 (9)
Newness/uniqueness	Special, to renew/renovate, latest	Especial, renovar, lo último	Reinvent Latina beauty	Reinventa la belleza Latina	122 (21)
Happiness/fun	Happy, sweet, fun, freedom	Feliz, dulce, diversión, libertad	Be a little happier each day	Sé un poco más feliz cada día	46 (8)
Easy/simple	Easy, quick, simple	Fácil, rápido, sencillo	It’s easy! Bake cookies with your kids	¡Fácil! Hornea galletas con tus hijos	26 (4)
Great/inspiring	To inspire, excellent, best	Inspirar, excelente, mejor	Inspiring women	Mujeres que inspiran	155 (27)
Beauty/health	Exercise, health, style	Ejercicio, salud, moda	Four healthy meals for work	4 comidas saludables para la oficina	128 (22)
Bad/negative	Damage, anguish, pain, bad	Daños, angustia, dolor, mal	The invisible pain of infertility	El dolor invisible de la infertilidad	83 (14)
Love/passion	Love, to conquer, seduction	Amor, conquistar, seducción	Sexy bikinis, let out the wild animal inside	Bikinis sexy suelta la fiera que habita en ti	71 (12)
Family/protective	Support, family, to take care	Apoyo, familia, cuidar	Family meals: A love story	Cenas en familia: Una historia de amor	64 (11)
Strength/power	Power, success, fight, challenge	Poder, éxito, lucha, reto	The power of social networks	El poder de las redes sociales	31 (5)
Daring	Risk, fierce, danger	Riesgo, fiera, peligro	Raise your hand if you are easily made jealous!	¡Arriba las manos, las celosas sin causa!	29 (5)

Percents do not total 100 because cover lines could have more than one theme.

Table 2 provides examples of magazine cover lines for each of the themes that emerged during content analysis. Word clouds were generated using Wordle.net to visually depict the most frequently used words in each theme; greater word frequency is reflected in larger, bolder font. Figures 1 to 3 are visual examples of the frequency of the lemmatized key descriptor terms from the three most commonly used themes on Latino magazine covers.

Figure 1.

Key descriptor term (lemmatized) word cloud created with Wordle.net using cover line text for the informative/how-to theme.

Figure 2.

Key descriptor term (lemmatized) word cloud created with Wordle.net using cover line text for the great/inspiring theme.

Figure 3.

Key descriptor term (lemmatized) word cloud created with Wordle.net using cover line text for the beauty/health theme.

Table 3 provides examples of the cover lines written by health communicators that were used in Part 2 of this study. When asked about their thoughts regarding the cover lines, parents indicated that the cover lines were attention grabbing and catchy, saying that the cover lines “caught my attention” and that they would “attract other parents.” In addition, parents indicated that the cover lines express what readers would find in the guide, stating that, “it gives you a heads up about what we are about to read,” and “it lets you know what information will be in the guide,” and that “it’s good that they [cover lines] are there because it lets you know what information will be inside.” When asked whether they thought the cover lines were likely to make other people want to read the guide, participants agreed the cover lines would achieve this goal, stating that the cover lines made them “want to open it [the guide] and read it,” felt that the cover lines “encourage you to read the information,” and that “after reading this [the cover line], people will be really interested in finding out more.” Finally, when asked to provide any changes to the cover lines, participants had a few minor suggestions for improvement with most feeling that the cover lines were “good” and informative.

Table 3.

Cover Lines Used in Cognitive Interviews With Parents of Preschool-Age Children.

Spanish guide name	English guide name	Spanish cover line	English cover line
Hogar Saludable, Familia Saludable	Healthy HomeStyles	Siéntete bien al transformar rápida y fácilmente la salud de tu familia	Feel great fast: Quick, easy family health makeovers
Las Mejores Bebidas Para la Familia	Best Drinks for Families	Bebidas que mantienen a tus niños felices y saludables	Beverages that keep your kids happy and healthy
Desayuno: Un Bueno Comienzo	Breakfast the Right Start	¡El desayuno es para campeones! Alimenta a tus pequeños superhéroes	Breakfast is for champions! Feed your little superheroes
La Hora de Comer Agradable	Enjoyable Mealtimes	Crea recuerdos de la hora de comer que tus niños atesoren en el futuro	Make mealtime memories your kids will treasure
Frutas y Vegetales Fabulosos	Fabulous Fruits and Veggies	¿Quién lo hubiera pensado? Las frutas y vegetales son los nuevos súper alimentos	Who knew? Fruits and veggies are the new power foods
Comidas en Familia	Family Mealtimes	Cenas que permiten que toda la familia participe	Quick meals get the whole family involved
Alimentar sin Alboroto	Fuss Free Eating	Ideas brillantes para evitar las quejas durante las comidas	Brilliant ideas for meals without squeals
Buenas Noches, Que Duermas Bien	Good Night Sleep Right	El secreto de dormir—la razón por la cual pone a los niños de buen humor	The secret of sleep—why it makes good-mood kids
¡Juega Más y Siéntate Menos!	Play More Sit Less	Tácticas sencillas y sorprendentes que protegen la salud de los niños	Surprisingly simple tactics to protect kids’ health
Porción del Tamaño Correcto	Right Sized Portions	Siéntate llena con porciones más pequeñas—descubre cómo ahora mismo	Get full on smaller portions—find out how now
Dominar la Televisión	Taming TV	La conexión sorprendente entre jugar en familia y la salud	Surprising links between family, playtime, and health
Tiempo Para Jugar	Time to Play	Añade la diversión a tu día—¡Juega con tus niños!	Add fun to your day—play with your kids!

Discussion

This study aimed to increase understanding of the themes editors of Latino-targeted magazines use to create cover lines that capture audience interest, create health-related messages using identified themes, and cognitive test the created messages with Latino parents of preschoolers. Content analysis of Latino-targeted magazine cover lines indicated that the most frequently used themes were informative/how-to, great/inspiring, and health/beauty. The array of cover lines created and cognitive tests indicated that parents felt the cover lines were attention grabbing, catchy, reflective of the content of the HomeStyles guides, and would motivate parents to read the information in the guide.

A comparison of this study’s content analysis with previous research using a similar protocol with top-selling women’s and parenting magazines targeted to English-speaking parents in the United States (Martin-Biggers, Beluska, Quick, Tursi, & Byrd-Bredbenner, 2015) revealed that both English and Spanish magazine cover line themes included informative/how-to, happiness/fun, easy/simple, newness/uniqueness, and control/improve (or improve/organize/control in the Latino-targeted magazine analysis). However, differences existed. English magazines had four themes not identified in the Latino analysis: save money, indulgence, excellence, and quick/urgency. Seven cover line themes were uniquely identified in Latino-targeted magazine cover lines: great/inspiring, beauty/health, bad/negative, love/passion, family/protective, strength/power, and daring.

Some of the differences in themes identified in Latino magazines may relate to the cultural construct of familismo (familism). Familismo refers to the central role and importance that family and family structure play in the life of the individual (Ko, Reuland, Jolles, Clay, & Pignone, 2014; Osuna et al., 2011; Zoller & Dutta, 2008). Familismo can be seen in the themes identified as love/passion and family/protective, with the cover lines utilizing these themes reflecting the importance of family to the Latino culture. In addition, the analysis of Latino-targeted magazines identified themes tied to the construct of respeto, or respect; the construct refers to respecting individuals of power and can be seen in the themes identified as great/inspiring (Zoller & Dutta, 2008). The construct of machismo also can be seen in the themes identified in the analysis; machismo can refer to positive masculine ideas, such as courage, honor, fearlessness, and pride (Zoller & Dutta, 2008). The construct of machismo is evidenced in the themes identified as great/inspiring, strength/power, daring, and beauty/health. Therefore, when targeting health messages to a Latino audience, it is critical to consider the importance of these constructs and how they can be used to strengthen the message (Zoller & Dutta, 2008).

Similar to previous research with English-speaking parents, the cover lines created in this study were well received (Martin-Biggers et al., 2016). This study was limited by content analysis of only the most popular Spanish-language women’s and parenting magazines available in the United States; thus, findings may not be generalizable to Spanish-speakers in other geographical regions. Health-related messages that were created and cognitively tested were limited to nutrition, physical activity, and sleep hygiene—topics of central importance to the HomeStyles project. A further limitation was that fathers of young children were under-represented in the cognitive interviews for this study.

Future research should investigate whether the identified themes are applicable to a broader array of health-related topics than investigated in this study. In addition, studies to determine the extent to which the cover lines motivate parents to read articles related to the cover lines are an important next step.

To our knowledge, this study is the first to identify the unique themes used in cover lines on top-selling Latino magazine covers and apply the style and wording of these messages to the development of health-related messages targeted to Spanish-speaking parents of young children. The positive reactions of parents indicates that creating short messages using themes commonly found on popular magazine covers could promote the interest of Latino audiences in health-related content which could, in turn, help increase health literacy and reduce health disparities.

Footnotes

Declaration of Conflicting Interests

The authors declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

Funding

The authors disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This research was supported by U.S. Department of Agriculture National Institute of Food and Agriculture (USDA NIFA) grant number 2011-68001-30170.

Authors Biographies

Colleen L. Delaney is a doctoral candidate in nutritional sciences at Rutgers University. Her research explores health disparities relating to weight-related behaviors and cognitions.

Pamela Barrios is a doctoral candidate in nutritional sciences at Rutgers University. Her research focuses on identifying sociodemographic variables associated with the nutritional status and growth of children in Latin America.

Carolina Lozada is a research specialist at Rutgers Cancer Institute of New Jersey. Her work focuses on the development of culturally relevant educational programs related to skin cancer prevention and sun safety among Hispanic outdoor workers.

Kenlly Soto-Balbuena is a research assistant at Rutgers University. Her work focuses on women’s health.

Jennifer Martin-Biggers is a research associate and doctoral candidate in the nutritional sciences at Rutgers University. Her research examines obesogenic characteristics of home environments.

Carol Byrd-Bredbenner is a professor and extension specialist in the nutritional sciences department at Rutgers University. Her research investigates cognitive and environmental factors affecting dietary behaviors and health outcomes and creating recommendations for nutrition communication and health promotion interventions.

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