Consumers with health-related concerns make up a large portion of the U.S. population, but are often overlooked by advertisers. Publishers have long been aware of the special needs of this group and have developed media that speaks directly to these audiences. And with the continued growth of vehicles such as Diabetes Self-Management, Diabetes Forecast, Arthritis Today, Turning over a New Leaf, Diabetes Wellness Pack, advertisers now have the opportunity to reach this involved and responsive audience. Since the vehicles developed for consumers with health problems are entirely relevant to the lives that these consumers lead, advertisers can tap into an audience that is already invested in the message. Whether products are endemic or non-endemic to the specific issue at hand, the reader will see through advertising that advertisers care about them enough to target them specifically. While the circulations of these vehicles might not be that of a broad-scale vehicle, the advertising message has the opportunity to be much more meaningful.