SAN FRANCISCO, May 13 /PRNewswire/ -- Lung cancer, the leading cancer
killer of both men and women, is seriously under-reported when compared to
other major cancers, according to a study being presented on Sunday, May 13,
at the American Society of Clinical Oncology.
    In an analysis of 600 randomly selected cancer stories that appeared in
the news media between August 1999 and July 2000, only 9 percent focused on
lung cancer outside of tobacco and smoking issues while 61 percent reported on
breast cancer, 23 percent on prostate, and 17 percent on colorectal cancer.
    "The results of this study are stunning, especially since more Americans
die each year of lung cancer than from breast, prostate and colorectal cancers
combined," says Diane Blum, Executive Director of the non-profit organization,
Cancer Care, Inc.  "Lung cancer patients are being abandoned.  Even when there
are the rare articles about lung cancer, they focus on tobacco and smoking
while stories about other cancers give solid information on treatment,
research and detection.   Advances in lung cancer are being made -- we need to
communicate these to the news media so patients and those at risk can learn
the latest information."
    Of the 243 articles discussing treatment, nearly half were on breast
cancer, 28 percent on prostate cancer, 16 percent on colorectal cancer, and
only nine percent on lung cancer.  All together, there were 105 articles that
mentioned lung cancer (about 17 percent of the coverage), but nearly half of
these placed lung cancer mentions in the context of tobacco litigation and
smoking issues, leaving just 54 articles (9%) addressing lung cancer itself.
    The objective of the study was to evaluate the media coverage of the four
major cancers, including the volume and types of stories, topics addressed,
and the impact of awareness events and celebrity outreach.  The study was
commissioned by Cancer Care, the Oncology Nursing Society and The Wellness
Community, and was developed in collaboration with the National Cancer
Institute.

    Power of Celebrity, Personal Stories
    The study further demonstrates the overwhelming ability of celebrities to
draw attention to cancer issues.  Breast, prostate and colorectal cancers
generated significant news attention through a number of celebrities who were
affected, either directly or indirectly, by the disease.  Television host
Katie Couric significantly raised awareness of colorectal cancer with her live
colorectal exam on The Today Show; New York Mayor Rudolph Giuliani's prostate
cancer diagnosis drove prostate cancer media coverage to peak levels.
    This study also revealed a significant lack of personal stories about lung
and colorectal cancers, with only 10 and 11 stories respectively.  On the
other hand, there were 73 stories about breast cancer patients, 15 about
prostate cancer patients and 11 about colorectal cancer patients.  "We need to
hear more stories about lung cancer patients and survivors so the public
understands that they need compassion and respect," said Blum.

    Coverage Driven by Cancer Awareness/Events
    Breast, prostate and colorectal cancers all have prominent awareness
months or events that significantly drive media coverage.  During Breast
Cancer Awareness Month, for instance, breast cancer reached a peak volume of
coverage, as did prostate and colorectal cancers for their respective
awareness events.  Only lung cancer failed to generate significant coverage
during the 1999 Lung Cancer Awareness Campaign.
    "We need to educate the public about lung cancer and we are hoping that
through Lung Cancer Awareness Week each November we can increase knowledge of
the disease," emphasized Blum.  "But the cancer community cannot fully succeed
in its efforts without cooperation from media.  It's time to focus on lung
cancer."

    Methodology of the Study
    The media analysis firm, CARMA International, Inc., researched coverage
from select U.S. media outlets from August 1999 to July 2000.  CARMA
International performed online searches to retrieve a random sample of 600
stories and transcripts mentioning breast, colon/colorectal, lung or prostate
cancers.  The articles reviewed were from a geographic representation of
newspapers; the Associated Press; women's, men's and health magazines;
newsweeklies; National Public Radio; and the TV network morning and evening
news programs.

    Lung Cancer Awareness Week
    Lung Cancer Awareness Week will take place November 12 -17, 2001 to
educate the public about lung cancer, the importance of early detection and
screening, new treatment advances, and survivorship.  The Lung Cancer Toll-
Free Information Line, 1-877-646-LUNG (5864) is available throughout the year
to answer questions from the public about lung cancer and to provide free
counseling and support to lung cancer patients, survivors and family members.
The newly redesigned Web site, http://www.lungcancer.org , was launched on May
11, 2001.  Visitors may ask questions about lung cancer, which are answered by
an expert, as well as search for additional information about the disease.

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