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The History of Agricultural Communication
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Agricultural Societies 1785 – Created Philadelphia Society for Promoting Agriculture ◦ First agricultural society to publish results of experimental work ◦ Members included George Washington, Thomas Jefferson, & Benjamin Franklin ◦ Allowed access to libraries 1790 - Began publishing own information ◦ Practical farming information ◦ Crop practices ◦ Biological systems
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Agricultural Societies End of 18 th century readers and writers were large planters Preached to the choir Started agricultural fairs
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Agricultural Fairs Promoted exchanges in information ◦ 1809 - Columbia Agricultural Society near Washington D.C. ◦ 1811 - Berkshire County Ag Fair in Pittsfield, MA Good at reaching “ dirt farmers ” Disliked “ book farming ” Wanted to see innovations and talk about them
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Farm Journals Grow 1790s - societies published farming publications ◦ Frustration with popular press Editors lacked agriculture knowledge & scientific understanding of agriculture Editors weren’t journalists Publications short lived Early agriculture journals ◦ Plough Boy ◦ New England Farmer ◦ The Country Gentleman
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Farm Journals Grow 1840s -1850s – Agriculture publications grew away from societies 1840s-1850s – scientists at colleges of agriculture writing for farm journals 1842 – American Agriculturist ◦ Editors: A.B. and R.L. Allen ◦ Oldest farm magazine still published under same name 1850 – Most major newspapers have employed agricultural editors or writers ◦ Journalists changed their level of expertise, understanding the research that scientists were conducting
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Changes in Agricultural Communication Journals changed their sources, relying on scientists instead of farmers ◦ Infused college science Journalists changed their conception of the audience they were serving More family -based 1862 - Justin Morrill ’ s Federal Land-Grant Act ◦ Educate children of farmers and mechanics Specialize in those areas
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Agricultural Communication Eras 1880–1920: Upward & Westward 1920–1940: Period of Stagnancy 1940–1975: Bonanza Era
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1880–1920: Upward & Westward Marked by a rapid increase of farm journals Number of farm journals increased Circulation numbers rise in the early 1900s ◦ In 1880, one in four farmers received a farm periodical, by 1920, the average farm household received two to three periodicals
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1880–1920: Upward & Westward Shift in farm journals ◦ Addressed family issues ◦ More objective journalism ◦ Printing advances allowed for illustrations Cartoons Peter Tumbledown in Farm Journal Reckless Robert in New England Homestead Lazy Farmer in Prairie Farmer
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1880–1920: Upward & Westward Reasons for the rapid increase: ◦ Industrial revolution ◦ 1887 – Hatch Act to establish agricultural experiment stations ◦ 1890 – 2 nd Morrill Act Make college open to public or offer second institution for black students ◦ 1905 – First ag journalism course taught at Iowa State University ◦ 1914 – Smith-Lever Act to establish cooperative extension services
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1880–1920: Upward & Westward Reasons for the rapid increase: ◦ Ag college enrollment increased ◦ USDA Published Farmers’ Bulletins & Yearbook of Agriculture ◦ Land opened in Midwest and West ◦ Less critical of “ book farming ” ◦ More sources available
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1920–1940: Period of Stagnancy In 1920s, editors changed roles from subject matter authorities untrained to information movers who were trained Farm periodicals were fighting to stay alive ◦ Subscription rates low ◦ Published less frequently ◦ Free, controlled circulation
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1920–1940: Period of Stagnancy Beginning in 1920s, what communication channel became a major force to deliver agricultural news? Radio (6 out of 10 farmers owned radios) Radio has positive effect on rural lives ◦ Believed it would keep youth on farm ◦ Operated with batteries ◦ Provided entertainment & information more quickly
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1920–1940: Period of Stagnancy Reasons for the stagnancy of farm publications: ◦ Income declined ◦ Popular magazines began to be read more than farm publications ◦ 1920 - Movie houses become common in rural areas ◦ High demand for automobiles, transportation, building, and road construction
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1920–1940: Period of Stagnancy Reasons for the stagnancy of farm publications: ◦ Depression effected the economy Agriculture, mining, and shipping suffered Farmers overexerted Land prices plummeted 30-40% Input prices increased 1930 Dust Bowl
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1940–1975: Bonanza Era Farm publications made a comeback by 1950s through circulation & advertising ◦ General advertising fading ◦ House organs (company magazines) grow Told own story Advertising tripled from $9M in 1940 to $33M in 1953 In 1970s, prosperity meant seven publications per farmer
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1940–1975: Bonanza Era Reasons for the increase in farm publications: ◦ Due to post-war efforts, farm output increased ◦ Rapid gain in formal education Farmers were more educated ◦ Economy rebounded from depression Farm income tripled
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1940–1975: Bonanza Era Reasons for the increase in farm publications: ◦ Prosperity ◦ Improved information from universities ◦ More researchers/Extension ◦ More publications
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Famous Ag Communicators… Edwin T. Meredith ◦ Secretary of Agriculture ◦ Successful Farming magazine started in 1902 ◦ Better Homes & Gardens magazine (started as Fruit, Gardens, and Home in 1922) Henry C. Wallace ◦ Wallace ’ s Farmer IA state agricultural magazine ◦ Secretary of Agriculture 1921-1923
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Famous Ag Communicators… Henry A. Wallace ◦ VP of United States in 1941-1945 ◦ Secretary of Agriculture in 1933 ◦ Founded Hi-Bred Corn= Pioneer Hi-Bred Everett Mitchell ◦ 44 years in broadcast ◦ Hosted National Farm & Home Hour on NBC Hosted National Farm & Home Hour on NBC Livestock reports & entertainment
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