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11TH ANNUAL RADIO/TV FARM REPORT
A profile of farm radio-tv in 1962
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Stations beef up farm programing, staffs TRFDs invaluable to advertisers Youth now entering ag-communications Rural-suburban overlaps affect programing
Farming today is the center of more "numbers games" than there are flies in a pigsty. To name a few:
• In Washington, the 1959 Census of Agriculture is still being poured over in order to determine how many "farms" and "farmers" there are, according to new definitions, and where they are fixated. Soil bank and other farm programs are also the root of much arithmetic.
• The number of farms continues to decrease while the farms themselves get bigger, as sponsor delineated in the last two annual farm issues along with other statistical data ($46 billion income. $208
billion assets, etc.) .
• Simultaneously, mechanization has swelled the number of surplus farm workers. The Committee for Economic Development, which considers this underdevelopment a large part of an overall government problem, recently recommended as a remedy, "a program to permit and induce a large rapid movement of resources, notably labor, out of agriculture."
• Meanwhile, radio and tv stations continue to add to their farm programing and to add to their farm programing staffs. Also, colleges continue to increase the number of agricultural communications courses.
• In California, it was evolved b\ l)i. Pen*) Stout, chairman <>l the Soils and Nutrition Department at the University ol California, that
the U. S. should stock a two-yeai food supply within walking distance ol each citizen in the eveni ol
national disaster.
• And, at least on the Easl and West Coasts and around the big "metro" areas, an increasing number of rural and suburban areas are beginning to overlap with resultant changes in radio and tv programing, advertising approach, and product merchandising.
The CED plan for retraining surplus farm workers, according to Norman Kraeft, director of agricultural affairs for the Mutual Broadcasting System, calls for "an outmovement of two million farm workers from agriculture over the next five years."
Kraeft, heard six days a week on 250 stations, suggested a bi-partisan approach to a solution of the farm problem: "Either we succeed in
In the city or on the prairie, it's still farm programing
The grazing problem in Philadelphia isn't as bad as it looks i photo (1). Bovines were on WCATJ grounds .is pari of dain
promotion. Aerial photo (r) shows part of tent city near (.ran 1 Island, Neb., site of corn picking contest which WOW covered
SPONSOR 26 November 1962
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