A society's future well-being lies with health and well-being of its children. As gatekeepers of messages public receives, press plays pivotal role in influencing awareness of child-related issues1 and serves as foundation for public opinion about need for policy issues that promote interests on a variety of issues.2World Health Organization researchers and others have broadened definition of health issues by considering social determinants of that is, social and environmental factors that fundamentally influence health but are not traditionally defined as health issues in medical model. As examples, stories addressing nutrition or immunizations fit traditional definition of health reporting; whereas, stories about benefits of all-day kindergarten or affordability of day care may not. Yet non-traditional subjects influence long-term health status of children and adults.3While not mutually exclusive, traditional health stories typically invite day-to-day, episodic reporting; whereas, non-traditional stories require a comprehensive discussion of systemic causes, policy considerations or broad implications. By shifting from episodic coverage to contextual, analytic reportage on issues not traditionally defined as children's health, newspapers could provide a proactive approach to dealing with health issues and problems that affect lives of today's children and lay foundation for adult health status.4Literature ReviewGraber said media set public agenda by focusing attention on an issue, and they build public agenda by supplying the context (emphasis added) that determines how people will think about issue and evaluate its merits.5 Brewer and McCombs documented agenda-setting effects of ongoing coverage and found is considerable evidence for success of ... proactive agenda setting for issues.6Iyengar distinguishes between episodic and thematic formats, or frames, suggesting that episodic frame takes an event-oriented approach while thematic frame places issues in a general or abstract context.7 He concluded that episodic framing, which was predominant, led viewers to focus on individuals or groups in rather than deep-seated socioeconomic or political factors at work.8 Indeed, thematic frames provide in-depth, interpretive analysis9 because they portray issues more broadly and abstractly by placing them in some appropriate context.10Empirical research has found that a disproportionate amount of coverage in national and local media was devoted to episodic coverage of crime and violence while little coverage was devoted to contextual reportage of policy issues related to children.11 Kunkel concluded that media's coverage of crime and violence may displace other child-oriented coverage.12Researchers who examined media's thoroughness of coverage found that of five topics widely recognized as among most significant issues facing children, two topics-crime/violence and abuse/neglect-accounted for nine out of every 10 stories. Other issues-teen pregnancy, health insurance and child care-were consistently overlooked.13 Moreover, researchers said their most important finding was dramatically low rate at which stories about crime/violence or child abuse/neglect provided any contextual information that would help reader relate episodic, breaking news developments to broader societal patterns affecting well-being.14While much descriptive research has been done on media portrayal of issues, there has been little documentation of how journalists view difference between contextual, thematic reportage of social and environmental factors that influence health and traditional episodic coverage of health issues. …