Almost all (93 per cent of 150) of the physicians surveyed reported frequent exposure to mass media, and almost two-thirds (60 per cent) state that this exposure included health items. Over half replied that at least one mass media source was useful to them as a source of health information. And, one physician in five (21 per cent) indicated that mass media could influence his attitude about health. The success of the dietitian in the health care setting depends to a large extent on the physician's support. In view of the influence of the mass media on physicians, as reported in this survey, the recommendation is made that dietitians give more attention to this avenue of improving their image with the medical profession.