Abstract:Cancer stories (N = 5,327) in the top 50 U.S. newspapers were analyzed by a team of four coders and the results were compared with the earliest analyses of this type (from 1977 and 1980). Using cancer incidence rates as a comparison, three cancers were found to be consistently underreported (male Hodgkin's, and thyroid) and four cancers were found to be consistently overreported (breast, blood/Leukemia, pancreatic, and bone/ muscle). In addition, cancer news coverage consistently has focused on treatment rather than on other aspects of the cancer continuum (e.g., prevention), portrayed lifestyle choices (e.g., diet, smoking) as the most common cancer risk factor, and rarely reported incidence or mortality data. Finally, the data were compatible with the idea that personalization bias (e.g., celebrity profiles, event coverage) may explain some news coverage distortions.Keywords: cancer, news coverage, content analyses, health communication.In their latest review of cancer trends, Jemal and colleagues (2008) noted that for all cancer sites combined, incidence rates have stabilized and mortality rates continue to decrease. At the site level, however, certain cancers still share a disproportionate amount of the cancer burden. Prostate, breast, lung, and colon cancers account for 50% of new cancer cases as well as 49%-50% of estimated cancer deaths.