title: Newspaper coverage of tobacco control in New Zealand.
abstract: OBJECTIVE
  The New Zealand (NZ) government has proposed that the country be 'Smokefree' by 2025. This paper examines how NZ newspapers have portrayed tobacco control initiatives to achieve this goal.
  
  
  METHODS
  We examined tobacco-related articles from NZ newspapers published between 1 November 2011 and 31 October 2012, using a coding frame to capture smoking themes, portrayal of actions and degree of support expressed for various pro- and anti- tobacco control objectives.
  
  
  RESULTS
  A total of 537 separate articles were obtained from national and regional newspapers. Six themes appeared in more than 5% of the total articles: Smokefree 2025; smokefree areas; pricing; tobacco industry; plain packaging; and cessation. Overall, articles on tobacco smoking were three times more likely to emphasise actions consonant with tobacco control objectives rather than against them, and to report them with a positive rather than negative tone.
  
  
  CONCLUSIONS
  NZ tobacco control advocates can take heart from the nature and extent of coverage of tobacco control initiatives. Opportunities for further media advocacy are discussed.
authors.affiliation: Preventive and Social Medicine, Otago University, New Zealand.
authors.forename: Rob
authors.initials: R
authors.lastname: McGee
authors.forename: Sophie
authors.initials: S
authors.lastname: Bang
authors.forename: Louise
authors.initials: L
authors.lastname: Marsh
mesh_terms: D015706:Bibliometrics; D003254:Consumer Advocacy; D006291:Health Policy; D006293:Health Promotion; D006801:Humans; D009520:New Zealand; D009524:Newspapers as Topic / Q000706:statistics & numerical data*; D000074606:Smoking Prevention; D019460:Tobacco Industry; D014026:Nicotiana
keywords: 2025; advocacy; media; smokefree; tobacco control