The History of Agricultural Communication

1. The History of Agricultural Communication

2. 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

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

4. 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

5. 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

6. 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

7. 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

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

9. 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

10. 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 Farmerin Prairie Farmer 1880–1920: Upward & Westward

11. 1880–1920: Upward & Westward • Reasons 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 1940–1975: Bonanza Era • Reasons for the increase in farm publications: • Prosperity • Improved information from universities • More researchers/Extension • More publications

20. 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

21. 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 • Livestock reports & entertainment