An evaluative study of specialized agricultural publications

As with most specialized publications, the hundreds of brochures produced by state divisions of the federal Extension service have rarely been evaluated. Yet "to provide useful and practical information" is the goal of Extension, as stated in the 1914 Smith-Lever Act creating the agency. Were current publications meeting this objective? This study attempted to develop a model for evaluating these specialized publications as communication instruments. In addition, the study was intended as a benchmark for future, more comprehensive research in this area. Such an evaluative study might also be conducted for other specialized publications in a variety of subject areas.

Five Extension home economics publications were selected for this study by participating Extension agents as "most recommended" to consumers. These publications were then discussed in focus group sessions with primary readers (consumers) and secondary readers (agents) to gather information about audience reaction to' the information provided. Three aspects of the publications were discussed: their use, content (including readability), and appearance. In addition, both primary and secondary readers contributed ideas for improving existing publications and for creating new materials.

This study was prompted by current emphasis on the need for evaluation of many public relations programs. Assessing the effectiveness of communications vehicles, while difficult, is extremely important to the continued success of information and public relations programs and should be regularly conducted. This study provides one method for obtaining assessments of the publications' effectiveness directly from their audiences.