A survey was made in Clark County, Wisconsin, of small businessmen's knowledge and perception of university extension. The businessmen appeared most knowledgeable about Extension programs offered through mass media, but less knowledgeable about local staff affiliation and relationship to the University of Wisconsin. They participated in Extension programs to the greatest extent through the mass media, considered traditional programs important (with the possible exception of leadership development) but also desired programs geared specifically to their own needs and interests. They also tended to have favorable attitudes toward Extension programs, personnel qualifications, and the involvement of the University of Wisconsin in problem solving. Community improvement, marketing, and business management were the leading choices among program areas desired. Moreover, 51% were willing to pay a specified fee for such programs. Implications regarding information dissemination and educational methods were stated. (ly)