Media Usage as Health Segmentation Variables SHELLY RODGERS School of Journalism, University of Missouri Strategic Communication, Columbia, Missouri, USA QIMEI CHEN Shidler School of Business, University of Hawaii at Manoa, Manoa, Hawaii, USA MARGARET DUFFY Strategic Communication, School of Journalism, University of Missouri, Columbia, Missouri, USA KENNETH FLEMING School of Journalism, University of Missouri, Columbia, Missouri, USA The purpose of this research is to contrast a traditional audience segmentation model that uses demographics and health evaluations against a model that uses these same variables plus media usage variables. The goal was to determine whether media usage variables—typically not used in health segmentation studies—add predictive power in determining health behaviors and attitudes. The results of the analysis showed an increase in the ability to predict health behaviors such as aspirin use, vit- amin use, diet, and exercise, and suggest that there is predictive value for including media variables as part of the segmentation process. Implications for public health education and campaign planning are discussed. Audience segmentation is widely accepted as a campaign planning strategy used to conduct health communication campaigns that try to influence health or social knowledge, attitudes, and behavior (Atkin & Freimuth, 1989). Segmenting is the process of dividing the market into more manageable submarkets or consumer seg- ments (Urban, 2004). A basic proposition of segmentation studies is that most mar- kets are not massive but rather consist of smaller submarkets that are fairly homogeneous in terms of consumers’ desires and needs (Myers, 1996). The authors thank Dr. Robert Logan for his assistance with the survey. The authors are deeply indebted to the reviewers for their invaluable suggestions and insights. This research was funded with a grant from the National Institute on Disability and Rehabilitation Research in conjunction with the Missouri Arthritis Rehabilitation and Research Training Center. Address correspondence to Shelly Rodgers, Ph.D., Associate Professor, Strategic Communication, School of Journalism, University of Missouri-Columbia, 364 McReynolds Hall, Columbia, MO 65203, USA. E-mail: Srodgers@missouri.edu Journal of Health Communication, 12:105–119, 2007 Copyright # Taylor & Francis Group, LLC ISSN: 1081-0730 print/1087-0415 online DOI: 10.1080/10810730601150064 105