A categorical framework and methods to estimate the attention devoted to delineated categories of consumer news are developed. The framework's empirical application is illustrated in an exploratory examination of 53 issues of USA Toduy published in late 1985. Content analysis is used as a "communicator analysis" to investigate content as direct evidence about news producers rather than news receivers. The news organization's perceptions of the newsworthiness of consumer news categories are analyzed. Applications of the categorical framework for consumer research are discussed.