This study reports the results of a content analysis of three "established" and three "new" popular women's magazines. A sample of 203 articles/features on women's health topics was drawn from a stratified systematic random sample of 157 issues over a ten year period. The two types of magazines were compared for amount of coverage given to women's health issues and specific health-related themes. Health themes covered in the magazines were also compared with statistical data on serious health conditions experienced by women, and leading causes of mortality and morbidity. Established magazines were found to give more overall coverage to women's health than did the new magazines, particularly focusing on diet and exercise. However, little attention was given to the serious health problems women actually experience. Implications of results are discussed and directions for future research outlined.