Profile of radio and television in today's farm home

Abstract

Although there have been studies over the years that compared station listenership and measured the amount of listening and viewing by farmers in the United States, little has been done recently to study this influential yet fast‐shrinking segment of the broadcast audience. In particular, little has been done to investigate day‐to‐day and week‐to‐week changes in listening, in‐home vs. out‐of‐home listening, station switching, program selectivity, how farm listening compares with that of nonfarmers, etc. When it is remembered that almost all broadcasters have a responsibility to program for this, segment of the total audience, the importance of the following article should be apparent.