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The History of The History of Agricultural Agricultural CommunicationCommunication
Agricultural SocietiesAgricultural Societies1785 – 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
Agricultural SocietiesAgricultural Societies
End of 18th century readers and writers were large planters
Preached to the choirStarted agricultural fairs
Agricultural FairsAgricultural 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
Farm Journals GrowFarm Journals Grow1790s - societies published farming
publications◦Frustration with popular press
Editors lacked agriculture knowledge & scientific understanding of agriculture
Editors weren’t journalistsPublications short livedEarly agriculture journals
◦Plough Boy◦New England Farmer◦The Country Gentleman
Farm Journals GrowFarm Journals Grow1840s -1850s – Agriculture publications
grew away from societies1840s-1850s – scientists at colleges of
agriculture writing for farm journals1842 – American Agriculturist
◦Editors: A.B. and R.L. Allen◦Oldest farm magazine still published under
same name1850 – 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 Changes in Agricultural CommunicationCommunicationJournals 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
Agricultural Communication Agricultural Communication ErasEras
1880–1920: Upward & Westward
1920–1940: Period of Stagnancy
1940–1975: Bonanza Era
1880–1920: Upward & 1880–1920: Upward & WestwardWestwardMarked by a rapid increase of
farm journalsNumber of farm journals
increasedCirculation 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 & 1880–1920: Upward & WestwardWestwardShift 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 & 1880–1920: Upward & WestwardWestwardReasons for the rapid increase:
◦Industrial revolution◦1887 – Hatch Act to establish
agricultural experiment stations◦1890 – 2nd 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 & 1880–1920: Upward & WestwardWestwardReasons 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 1920–1940: Period of StagnancyStagnancyIn 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 1920–1940: Period of StagnancyStagnancyBeginning 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 1920–1940: Period of StagnancyStagnancyReasons 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
1920–1940: Period of 1920–1940: Period of StagnancyStagnancyReasons 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 Era1940–1975: 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 Era1940–1975: 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 Era1940–1975: Bonanza Era
Reasons for the increase in farm publications:◦Prosperity◦Improved information from
universities◦More researchers/Extension◦More publications
Famous Ag Famous Ag Communicators…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
Famous Ag Famous Ag Communicators…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 o
n NBC Livestock reports & entertainment