Effective communication plays a very important role in the rapid growth of agriculture, it help sto narrow the gap between research results" and their application by farmers. Hence, an attempt has been made to assess the need and preferences of the newspaper reader farmers. The study was considered in three districts viz., Bangalore rural, Dharwad and Udupi districts of Karnataka during 1998-99. Majority of the farmers opined that information published was easy to read, sufficient, practical, clearlyunderstood and timely. Farmers preferred "Feature article" type of presentation. Majority of the farmers suggested to provide more space to "success stories" category, use of more local and familiar words and the like. All the categories of farmers arecapable of easy reading and utilizing the agricultural information published. There is a wide scope for all types of reader farmers to use newspapers effectively.
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