The History of Agricultural Communication Agricultural Societies 1785

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 • 1790 - Began publishing own information ◦ ◦ Practical farming information Crop practices

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 ◦ 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 Grow � 1790 s - 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 � 1840 s -1850 s – Agriculture publications grew away from societies � 1840 s-1850 s – 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 � 1862 - 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 1900 s ◦ 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 1920 s, 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 1920 s, 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 ◦ 1920 - 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 1950 s through circulation & advertising ◦ General advertising fading ◦ House organs (company magazines) grow �Told own story �Advertising tripled from $9 M in 1940 to $33 M in 1953 �In 1970 s, 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 1921 -1923

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