FACTORS AFFECTING THE EFFECTIVENESS OF PRINT MEDIA IN THE DISSEMINATION OF AGRICULTURAL INFORMATION

Pakistan is predominantly an agricultural country; its development is mainly dependent on this sector. However, despite accelerated government efforts which are under way for a rapid breakthrough in agricultural productivity, average per hectare yield of various crops in the country is still much lower than that obtained in many other countries of the world. It may mainly be attributed to poor farm management by farmers. This situation demands proper education of farmers about latest agricultural technology, which can be achieved through non-formal education by extension agencies. Extension teaching methods used for this purpose are classified into three categorizes: individual, group and mass contacts. Individual and group methods cannot reach every one who might need and use the information. So mass media (electronic and print) are used to reach large number of people quickly. Among mass media, print media are the important means to convey the latest agricultural information to the farmers. Presently a lot of printed material is being published by public and private organizations for the dissemination of agricultural information. However, it has been observed that the print media are not playing their expected role. Keeping in view the importance of print media, the present study was designed to determine the factors affecting their effectiveness in the dissemination of agricultural information among farmers in the Punjab. The population for the study was the subscribers of the top three agricultural magazines (with respect to their circulation). A sampling frame was constructed by listing all the subscribers of the selected agricultural magazines. A sample of 361 respondents was selected from the entire population. The data were collected in July-Dec. 2008 with the help of a pre-tested and validated questionnaire designed for this purpose and was analyzed by using computer software Statistical Package for Social Sciences (SPSS). The results showed that the print media were major sources of information of the farmers. Some important factors which affected their effectiveness were quality of information, newness, farmers’ interest, in time publication, easy access to print media, relevance of information, literacy level of farmers, comprehensiveness, and cost of print media.