The History of Agricultural Communication

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 Began publishing own information ◦ Practical farming information ◦ Crop practices ◦ Biological systems

Agricultural Societies End of 18 th century readers and writers were large planters Preached to the choir Started agricultural fairs

Agricultural Fairs Promoted exchanges in information ◦ Columbia Agricultural Society near Washington D.C. ◦ Berkshire County Ag Fair in Pittsfield, MA  Good at reaching “ dirt farmers ”  Disliked “ book farming ”  Wanted to see innovations and talk about them

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

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

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 Justin Morrill ’ s Federal Land-Grant Act ◦ Educate children of farmers and mechanics  Specialize in those areas

Agricultural Communication Eras 1880–1920: Upward & Westward 1920–1940: Period of Stagnancy 1940–1975: Bonanza Era

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

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

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

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

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

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

1920–1940: Period of Stagnancy Reasons for the stagnancy of farm publications: ◦ Income declined ◦ Popular magazines began to be read more than farm publications ◦ Movie houses become common in rural areas ◦ High demand for automobiles, transportation, building, and road construction

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

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

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

1940–1975: Bonanza Era Reasons for the increase in farm publications: ◦ Prosperity ◦ Improved information from universities ◦ More researchers/Extension ◦ More publications

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

Famous Ag Communicators… Henry A. Wallace ◦ VP of United States in ◦ 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