title: Prevalence of infant formula advertisements in parenting magazines over a 5-year span.
abstract: Marketing of infant formula contributes to a decreased likelihood to breastfeed. This study established the prevalence of infant formula advertisements in two popular US parenting magazines and explored trends in infant formula advertisement prevalence from 2007 to 2012.
  
  
  METHODS
  Advertisements were analyzed using a comprehensive coding schematic.
  
  
  RESULTS
  We established a high proportion of 0.43 advertisements per page of content in both magazines and observed a significant increase in infant formula advertisement prevalence beginning in 2009.
  
  
  CONCLUSIONS
  Infant formula companies use aggressive marketing in parenting magazines. Nurses who are well-trained in breastfeeding best practices can offer new mothers evidence-based information on the benefits of breastfeeding.
authors.affiliation: Department of Public Health, William Paterson University, Paterson, NJ. Electronic address: BASCHC@wpunj.edu.
authors.forename: Corey H
authors.initials: CH
authors.lastname: Basch
authors.forename: Ellen J
authors.initials: EJ
authors.lastname: Shaffer
authors.forename: Rodney
authors.initials: R
authors.lastname: Hammond
authors.forename: Sonali
authors.initials: S
authors.lastname: Rajan
mesh_terms: D000329:Advertising / Q000706:statistics & numerical data*; D001942:Breast Feeding / Q000706:statistics & numerical data; D006801:Humans; D007223:Infant; D041943:Infant Formula; D016487:Parenting; D010506:Periodicals as Topic / Q000706:statistics & numerical data*
keywords: Advertising; Education; Formula; Infant feeding