COMPARISON OF CALCIUM AND WEIGHT-LOSS INFORMATION IN TEEN-FOCUSED VERSUS WOMENS MAGAZINES OVER 2 4-YEAR PERIODS (1986-1989 AND 1991-1994)

The frequency of calcium and weight loss advertisements, articles, and columns (N = 611) in teen-focused versus women's magazines was invest igated in this study. A young woman retains the opportunity to increas e her bone density through her late twenties, at which time bone densi ty holds steady until the onset of menopause. The 1989 calcium Recomme nded Dietary Allowances (RDAs) were increased from 800 mg/day to 1200 mg/day for only one female age group: 19 to 22 years, which was extend ed to 19 to 24 years to maximize the opportunity for peak bone accreti on in order to offset future development of osteoporosis. In recogniti on of this change and the inverse relationship that exists between bon e mass and body weight, the frequency of calcium and weight loss conte nt in teen-focused magazines (Seventeen and Mademoiselle) was compared to women's magazines (Good Housekeeping and Ladies Home Journal) for two 4-year periods (1986-1989 and 1991-1994). There were statistically significant differences between magazine types, indicating that the c alcium message has primarily been offered to women past their best opp ortunity to affect bone mass while weight loss information predominate d teen-focused coverage. There was no impact on calcium coverage for e ither magazine type due to the release of the 1989 RDAs.