Objectives. Media play an important role in the diffusion of innovations by spreading knowledge of their relative advantages. We examined media coverage of retailers abandoning tobacco sales to explore whether this innovation might be further diffused by media accounts.Methods. We searched online media databases (Lexis Nexis, Proquest, and Access World News) for articles published from 1995 to 2011, coding retrieved items through a collaborative process. We analyzed the volume, type, provenance, prominence, and content of coverage.Results. We found 429 local and national news items. Two retailers who were the first in their category to end tobacco sales received the most coverage and the majority of prominent coverage. News items cited positive potential impacts of the decision more often than negative potential impacts, and frequently referred to tobacco-caused disease, death, or addiction. Letters to the editor and editorials were overwhelmingly supportive.Conclusions. The content of media coverage about retailers ending tobacco sales could facilitate broader diffusion of this policy innovation, contributing to the denormalization of tobacco and moving society closer to ending the tobacco epidemic. Media advocacy could increase and enhance such coverage.
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机译：目标。媒体通过传播有关其相对优势的知识，在创新的传播中发挥重要作用。我们研究了放弃烟草销售的零售商的媒体报道，以探讨这种创新是否可以通过媒体账户进一步传播。我们搜索了在线媒体数据库（Lexis Nexis，Proquest和Access World News）以查找1995年至2011年之间发表的文章，并通过协作过程对检索到的项目进行编码。我们分析了覆盖范围，类型，出处，突出程度和内容。我们找到429个当地和国家新闻。在其类别中第一个结束烟草销售的零售商中，有两家零售商获得了最多的覆盖率，并且获得了大部分的重要覆盖率。新闻报道比潜在的负面影响更多地提到了决策的正面潜在影响，并经常提及烟草引起的疾病，死亡或成瘾。给编辑和社论的信绝大多数是支持的。有关终止烟草销售的零售商的媒体报道内容可以促进这种政策创新的广泛传播，从而加剧烟草的非正常化，并使社会更加接近结束烟草流行。媒体宣传可以增加和扩大这种报道。
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