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