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ERIC Number: ED135528
Record Type: Non-Journal
Publication Date: 1974-Apr
Reference Count: N/A
Wisconsin Radio and Television Agricultural Market News Programming. Wisconsin Agricultural Extension Service Research Report No. R2615, April 1974.
Kroupa, Eugene A.; Walker, Douglas K.
The study determined what Wisconsin's 102 AM, 107 FM, and 21 television stations were providing as agricultural market information programming and documented the amount, timing, frequency, and completeness of broadcast agricultural market news reports. Data were collected on the sources of market price information, types of commodity and price information broadcast, advertising income, sponsorship of market news reports, and staff assigned to agricultural news programming. Three mailings of questionnaires during February and March 1973 and telephone contacts resulted in a 100% accounting of all stations. The station representative completing the questionnaire was the program director station manager, farm director, or the news director. Findings included: agricultural market news were broadcast by 77% of the AM, 57% of the FM, and 38% of the TV stations; most stations devoted less than 17 minutes daily to the market reports, which were usually broadcast twice daily, 5 times weekly; the noon hour was the most popular time for all broadcast media; complete cash price reports were given for most classes of livestock, but many stations did not report cash grain and future market prices for all commodities; 68% of the AM, 72% of the FM, and 45% of the TV stations obtained price information from local markets; and only 5 AM, 2 FM, and 3 TV stations had a full-time agricultural broadcaster on their staff. (NQ)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: Department of Agriculture, Washington, DC.
Authoring Institution: Wisconsin Univ., Madison. Univ. Extension.
Identifiers - Location: Wisconsin