This longitudinal study gave an overview of the 47- year coverage of complementary and alternative medicine (CAM) in a news magazine Time and a popular science magazine Scientific American through a content analysis. It found the coverage in both magazines increased over the time period and shared some similarities in topic selection and types of CAM covered, depicting the path for the prevalence of these non-conventional therapies in the United States. However, only the coverage in Time was consistent with the prediction of the diffusion of innovation theory. The two magazines were...