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USE OF PRICE AND MARKET INFORMATION
BY FARMERS IN CALHOUN COUNTY, MICHIGAN

Thesis for Degree of M.A.
Culver Dumont Wilcox
1953

 

 

 

THESIS}

 

USE OF PRICE AND MARKET INFORMATION
BY FARMERS IN CALHOUN COUNTY, MICHIGAN

A thesis

Respectfully submitted to the faculty
of the Michigan State College in
partial fulfillment of the requirements
for the degree of Master of Arts
by Culver Dumont Wilcox
1952

 

 

 

ACKNOWLEDGEMENTS
The writer wishes to express
to the following
his sincere appreciation for helpful suggestions
negarding the collection and analysis of the data
Dr. Harold‘s. Patton, Head of the Dept. of Economics
Mr. Orion Ulrey, Dept. of Economics

Mr. Ralph Helm, Calhoun County Agricultural Agent

 

 

 

TABLE OF CONTENTS

‘ , , Page
Chapter I. Introduction 0
Section 1. Types and sources of economic information
' available to farmers
2. The need for study of the farmers

reactions 9
5. Previous studies 10
4. Methods of the present study 12
Chapter II. Factors influencing farmers' use of
economic information 14
Section 1. Character of area surveyed 14
2. Size of farm 15
5. Condition of farm 18
4. Status of farmer's tenure 19
5. Length of farmer's occupancy 2O
6. Age of farmer 25
7. Education of farmer 24
8. Use of market information by group
as a whole 27
Chapter III.Media through which farmers receive
economic information 50
Section 1. Extension meetings 50
2. Agricultural outlook reports 56
5. Michigan College radio broadcasts 39
4. NeWSpapers 43
Chapter IV. Conclusions and suggestions 48
Section 1. Bringing U.S.D.A. market news service
to farmers 48
2. Diffusion of outlook information 49
5.Radio programs 55
4. Extension meeting programs 55
Summary 58

 

 

 

 

Number

I

II

1211
IV

III

ITII
VIIII

IXI

XI

XII

XIII

TABLES

Page

Use of price information by farmers on farms of
different sizes totalled for the four townships

The relation between condition of farm and use of
information totalled for four townships

Use of price

Use of price
by length of

Use of price
ages

Use of price
education

information by tenants

information by farmers
occupancy

information by farmers

information by farmers

and owners

as influenced
of different

of different

Use of price information by group as a whole

Attendance at extension meetings

The use of the Agricultural Outlook for Michigan

Attitude of farmers toward Outlook material

Use of the radio

News channels through which Calhoun County
farmers receive price quotations

Use of newspapers for market information

16

18
19

2O

22

25
28
32
56
57
4O

45
44

 

 

 

 

 

Chapter I
INTRODUCTION
1,TYPES AND SOURCES OF ECONOMIC INFORMATION AVAILABLE TO
FARMERS

In the self sufficing days of the early colonial
farmers there was little or no need forlany information
regarding national production or prices. The products
sold, other than those from the southern plantations, were
mainly in the nature of incidental surplus. Even if the
prices were better elsewhere, the difficulties of
transportation made it impossible to market these goods
except near home. I

The progressive cheapening of transportation
costs, through the development of canals, steam navigation,
and railroads, served to widen the competitive marketing
area, and to induce greater specialization in agriculture.
This led to a growing realization of the importance, both
to farmers and to middlemen, of information regarding
agricultural production, stocks, and prices. The collection

01' such statistical material on an adequate scale is

 

ObViously beyond the resources of farmers themselves,
While most of them lack the time and training necessary
to analyze and interpret the material, even if they could
as’Semble it.

Insofar as the information might be gathered by

 

 

middlemen, there would be the disposition to use it for
their own competitive and bargaining advantage, rather
than to make it freely available. The one agency which
possesses both the resources and the authority to assemble
comprehensive and authentic statistical data, and which is
impartially interested in making it freely available to
all concerned, is the federal government.

The Civil War period saw the establishment of the
federal crop reporting service and of the land-grant colleges.
With the continued expansion of agricultural commerce the
service of collecting, disseminating, and interpreting of
agricultural production, market, and outlook statistics
and information were correspondingly expanded on a nation
wide scale until they covered every important farm product
and primary market. The development of these services
has been most conspicuous since the consolidation, in 1921,
Of the Bureau of Crop Estimates, and the Bureau of Markets,
and the federal office of Farm Management and Economics,
into the Bureau of Agricultural Economics. During the
following decade federal appropriations for activities of
the bureau, and for grants-in-aid to state marketing and
eXtension services, were expanded on a generous scale, in
aceOrdance with the established policy of indirect aid to
agriculture.

Information is available today on over eighty

different crops covering the phases of acreage, yield,

 

 

 

 

production, and prices; it is also available on most of the
classes of livestock and livestock products, types and
quantities marketed, quantities and types in storage, with
inmort and export data on both livestock and field products.
{Ehere is other information also, on such matters as land
‘ralues, taxes, farm wages, indicated changes in production,
Iarice outlook, and a miscellany of other items of more
local interest.

This comprehensive agricultural economic information
rnay be broadly classified, according to character and content,
izito three principal types, viz.

1. Crop and livestock reports and estimates

2. Current market reports

5. Outlook information

1. The crop and livestock reports and estimates
include that type of information released monthly and
anxiually by the crop reporting service. This material is
dinrided into two classes. One is made up of information,
Obt:ained by the sampling method, regarding the supplies on
harud of crops yet to be marketed, numbers of livestock, wages
paiAd to farm labor, and similar other records of information
théit may be considered as past records. The other, also
COJJIected by sampling, includes information regarding
1thMantions to plant and breed, on which it is possible to
bas€3 predictions.

2. As contrasted with the above, the current market

 

 

 

reports, which will be treated more fully later, are
complete records of day by day or week by week sales, car
lot shipments, and similar records of actual business done
at a definite time.

5. The outlook information is built partly on data
assembled specifically for that purpose and partly on the
other two types of information described briefly above.
This material is then organized and digested in order to
make available to farmers details that will assist them in
planning their production programs so that the individual
farmer will be able to secure the greatest return for the
labor and capital with which he has to work. It is also
designed to assist the individual to plan his production
to fit a long-time marketing scheme.

This outlook information is first assembled as
rnaterial for a bulletin issued by the United States
Department of Agriculture, with a national viewpoint.
Pertinent material from this, together with other
irlformation of more interest to individual states, is then
assembled and adapted in the form of state agricultural
Olltlooks, by workers in the various land-grant colleges.
Efkforts are then made to mediate this information to farmers
tIIPOugh agricultural economics extension specialists and
cO'unty agricultural agents.

The channels through which these various

fOrms of information become

 

 

 

available
follows:

1.

5.
4.

5.

6.

Agricultural Economics are probably of the greatest
importance when considering sources. Of these publications
and releases three main types will be considered here;

there are many others but they are not4for use by the

farmer.

is available to agricultural workers free and to private
irniividuals by subscription. It contains both outlook
inikbrmation and other tables on which to base long-time

prochiction programs, as well as current data on almost 5

to the individual farmer may be classified as

Publications and releases of the Bureau of

Agricultural Economics

Bulletins and reports of the State Agricultural

Colleges and State Departments of Agriculture

Commercial periodicals and market letters

Organs and news letters of cooperative marketing ‘
associations L
Radio broadcasts H
Extension meetings

1. The publications and releases of the Bureau of

intended

The monthly bulletin, known as "Crops and Markets",

 

 

every phase of agriculture. "The Agricultural Situation"

is a bulletin size monthly publication issued on.

apDPOximately the same basis as "Crops and Markets". This,

as its title indicates, is "A Brief Summary of Economic

 

 

Conditions", and analyzes agricultural conditions, past
and present, and then points the way by which production
programs may be adjusted to meet these conditions.

"The Market News Service" information is issued
mainly in the form of stenciled sheets from sack of the
larger markets, in which representatives from the Bureau of
Agricultural Economics are stationed. These sheets state
the prices for the types of products which that market handles,
the quantities and qualities offered for sale, and a short
discussion of the condition of the market. These reports
are made up at the end of each selling day and are made
available either then or at the beginning of the next
marketing day. As an illustration of this we have issued
from the United States Department of Agriculture, Bureau of
Agricultural Economics, Market News Service, Room 501, 999
Exchange Avenue, Chicago, Illinois, (which is the Chicago
Stock Yards), the following: "The Daily Livestock Market
Report"; "Daily Meat Trade Conditions and Wholesale Prices";
"Receipts and Disposition of Livestock at Public Stockyards";
"Animals Slaughtered under Federal Meat Inspection"; "The

Saturday Livestock and Hog Slaughter Report"; "Livestock
Market Statistics"(Monthly); " The Weekly Review of the Chicago
Lj-Vestock Market"; "The Weekly Review of Wholesale Meat Trade
CoI'lditions"; "The Monthly Average of Wholesale Prices of

Fresh and Cured Pork Products and Lard"; and some others

:fi'l‘d an
«. 9*- :

 

 

 

of this general nature.

There are about one hundred different types of
these, each available, on request, to those who have use
for them, as they are issued. Some appear daily, others
weekly, monthly, quarterly, yearly, or at specific periods
when there is a time of activity in that industry, as for
example egg hatcheries.

2. The second group of sources includes the bulletins
and reports of state agricultural colleges and state
departments of agriculture. Whereas the first group of
sources are intended for national use, these are designed
to be used in a particular state. Workers in the state
departments of agriculture as well as those at the
agricultural colleges help to assemble some of the data used
by the federal department. Then in turn, after the whole
bulk of information is digested, the smaller units use in
their own bulletins and reports the findings which are of
interest to their particular state, adding details of their
.Own.

5. This material, described above, is frequently
Set up in newspapers and magazines which seek farmer
subscriptions. It is usually abridged according to the ..
dictates of the publisher, rather than according to the

needs of farmers or the judgment of an agricultural economist.
Commission houses, from which salesmes sell the

faArmory produce on commission, combine their own ideas with

 

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-.‘.'.='rf=.‘.':r-:. . .
.. ...., . .

 

 

a

  

  

facts from the gavernmental market reports in the form of
leaflets or news sheets which they publish and mail to
regular customers or to prospective ones. These publications
are frequently more informal and less technical than the

government reports, and as such are perhaps more widely used.

 

 

4. The next group of sources includes the organs and "-3
news letters of the cooperative marketing associations,
which are generally supplied free of charge to members and
to agricultural workers. The information published is a
combination of that obtained from the Bureau of Agricultural
Economics and that made up by their own staff. Examples of
this type of economic information are furnished by the
bulletins or news letters sent out by the Michigan Milk
Producers, the Michigan Livestock Exchange, and the Michigan
Potato Growers Exchange.

5. The radio has provided an entirely new and
different method of getting information to the farmer. Most
radio stations in the middle west Sponsor some type of
broadcast of price and market information in an effort to

make their daily programs fit the needs of everyone. These
Particular broadcasts are given mainly during the noon hour
and so are available to the farmer while he is in the house
during his time off for dinner.
There are several different types of information
broadcast. One type is that of broadcasting chosen sections

or the market news service reports from a market in the area

 

 

 

 

served by the radio station. A second type is a discussion
directly from the market by some special reporter. The
third type is that represented by the Farm and Home Hour,
sponsored by the United States Department of Agriculture,
which includes among other things data about production,
home making, etc., and discussions of market reports. Of
course stations operated more particularly for farmer .
listeners, such as the Prairie Farmer station in Chicago,
will have more of this sort of broadcast than stations
operated more specifically for urban listeners.

The fourth type of broadcast is illustrated by
the radio station of MichiganState College at East Lansing
which goes by the call letters of W K A R. This station
has no favors to ask except its existence, and its broadcasts
therefore serve to make more readily available the information

personally

collected at the college, and to make promptly and directly
available the data regarding changing conditions, as, for
instance, insect pests and crop diseases.

6. Extension meetings are the only one of these sources
VEereby the information is carried promptly to the farmer
Enm'discussed with him. The outlook information and other
material is taken directly to the farmer by the county
fibricultural agents, sometimes helped by the Smith-Hughes
teacher of agriculture, and frequently with the assistance
0f extension men from the state college. These extension

men are specialists in particular fields and are maintained

 

 

 

 

 

 

 

by the college for this purpose. This system has much to
commend it. The farmers all too frequently have a very
limited education and so lack the ability to interpret
information on their own account; also there is someone,
trained in this work, on hand to answer questions and to
assist in making an individual application of the

information.

SectionZEHE NEED FOR STUDY OF THE FARMERS' REACTIONS

In all of the time that this elaborate system of

assembling and disseminating price and market information
has been built up, there has been very little attempt to
find out the reaction of the farmer to the various types of
material available. There have, however, been some very
exhaustive studies made regarding the accuracy of the material
assembled and the speed at which it was made available.
But there is little information to be found as to the type
Of farmers using the information; which is the most used or
desired, long-time or short-time outlooks; when the farmers
Want such facts or what they do with those they do get.

Recently the need for more accurate information
from the farmer himself has been felt more keenly, as
indicated by the following quotations from the Central
States Regional Outlook Conference: (1)

(1) Report of the Central States Regional Outlook Conference,
1931, page 7.

 

 

 

 

 

10’

 

. "We recognize the need of recorded evidence of
how economic information has been used by farmers, to the
end that this type of extension service may serve their
needs more effectively."

"We feel that the aim of the economic extension
program should be to reach the great majority of farmers
with continuous, timely, economic information in a form
that can be readily understood and practically applied to
their farm business problems."

 

Also the following from an address at the Western
Regional Outlook Conference:(2)

"A knowledge of the way different classes of
farmers 'reaot' to changes in prices and costs, and to
non-economic factors as well, would help outlook workers
to see the problem from the standpoint of the farmers they
are endeavoring to serve. It would enable them to form a
better judgment as to the changes and adjustments that will
be practical and feasible on farms of different types.
Incidentally, such knowledge would be of considerable help
in determining the most effective methods of presenting
outlook information to farmers."

Section 5. PREVIOUS STUDIES

 

As indicated previously there have been but few
studies made regarding the farmers! use of price and market
information. Only three could be found; the outline of each
or these follows.

1. A study was made of 450 farms and farm homes in
Jackson and Menominee counties, Michigan, in 1928, by Wilson
(2) E.R.Tolley: The History and Objectives of Outlook Work

Address at Western Regional Outlook Conference, Salt
Lake City, 1951, pagel.

 

 

 

 

 

11

and Baldwin to ascertain the “Extension Results as
Influenced by Various Factors". This was primarily to .
determine the effectiveness of all of the different kinds of 5
extension work and was aimed mainly at production methods

rahter than at the problems of distribution and marketing.

 

They found that

"improved practices were reported adopted due to extension
influences on 80 per cent of the farms and in 24 per cent
of the farm homes."

2. Mr. C. J. Borum, State College of Agriculture,
Brookings, South Dakota, mailed a questionnaire to the crop
reporters to ascertain the effectiveness of their station
K F D Y, and also of the South Dakota Farm Outlook.

5. Mr. C. E. Rowland, of the Department of Rural
Economics at Ohio State University at Columbus, also mailed
a questionnaire to the farmers of Ohio to determine their
use of the Ohio Outlook, the papers used to secure economic
information, and what additional information was wanted.

A little over half of those who replied used the outlook,
and also used many of the standard papers.

The first of these inquiries has a distinct
advantage, in that the information was obtained by direct
cOntact; but it was concerned with all types of extension
Work. It is the belief of the writer that the findings
are not applicable to the use of price and market information,
because much of the service studied concerns production and

home making; a questionnaire about these will have a different

 

 

 

 

 

 

 

 

12

reception than one about prices and markets alone.
The other two studies were based on mailed R
questionnaires. Although the information sought was similar

to that in the present study, many farmers, through p

 

suspicion or lack of education, will not answer such
questionnaires. These are the very ones who lack the
advantages to be gained from intelligent use of price and
market information, and at the same time are the individuals
who need the most help. This consideration suggested
therefore the need for study based on direct contact with
farmers and directed especially to ascertaining their
responses to the various forms of agricultural economic

information.
Section 4. METHODS OF THE PRESENT STUDY

The present study represents an attempt to obtain
definite information regarding the actual use of economic
iriformation by farmers in a selected area. The area chosen
for study was in Calhoun County in which the writer has been
a. Smith-Hughes teacher for the past five years. The method
tar which the information for this thesis was assembled was
tfliat of a questionnaire carried directly to the farmers and
tale answers obtained by personal interview.

The questionnaire, a copy of which is included in

 

 

 

 

 

 

 

 

 

13

the appendix, was set up in an attempt to find out from all
of the types of farmers of this locality the effectiveness
of the price and market information which is available. To

be more specific, the aim was to determine for the area

 

studied the number of farmers who used information, and how

the use of this information was influenced by such factors
as age of the farmer, time on the farm, ownership or tenancy,
attendance at farm meetings, education, organizational and
educational contacts of children, and the bearing of such
items as the size and condition of the farms, the distance
from town, and the types of roads.

The farmers selected for questioning were picked
by the sampling method. Mr. Ralph Helm, Calhoun County
Agricultural Agent, chose the four townships of Eckford,
Homer, Lee, and Fredonia, as being truly representative of
fame county, in that they collectively contained all of the
types of soil present in the county, and also included most
Of'the Variations in nationality or financial ability among
fazmmrs of the county.

In working a particular township roads were selected
“filich went clear through the township, a good road and a poor

one, and then every farmer on those roads was interviewed.

 

 

 

 

 

14

Chapter II n

 

FACTORS AFFECTING FARMERS' USE OF ECONOMIC INFORMATION

Section 1. Character of Area Surveyed

 

Calhoun County is located in the second tier of
stunties, north from the southern boundary of Michigan, and
is near the center of the state. It also lies just north
of the Corn Belt in the area known under the general title
of Hay and Dairy region. According to the census figures
for April 1, 1930, there were 2457 farms in the county,
averaging 109 acres each.

The area was settled mainly with people who
migrated westward from New York State, though there were
some from New Hampshire and Vermont, with a few Pennsylvania
Dutch.

The land is gently rolling, very little being
hilly enough to make it difficult to use any farm equipment.
The soil is largely a sandy loam, originally forested with

hardwOod such as oaks, maple, elm, walnut, and others of
like nature. The subsoil in most cases is light enough so
that it leaches quite readily. The annual average
Precipitation is 56 inches. The average annual frost free
Period extends from may tenth to September tenth.

In the greater part of the area studied there is

but little variation in the drops raised. Hogs, cattle, s

 

 

-/

 

 

15

and wheat form the main crops which are sold as cash products.
Most of the farms have some oats and corn, but these are
raised not for selling but for feeding to livestock.
Occasionally there is some barley or rye, with a very few
fields of beans. Nearly all farms have some hay, but this
adso id used as a stock feed. Sheep are distinctly a side
line, with dairying but little more common. The onion
business is largely new most of the growers in this section
having started only recently, much of the muck land being
newly broken specially for this purpose. Very few of the
farmers raising onions are adequately equipped, either
financially or by training, for this specialized occupation,
The remaining small farms were either operated on a self-
sufficing basis, selling only incidental surplus; or they

were devoted to specialized lines.

Section 2. Relation between Size of Farm and Use of

 

Information

In this area there is a wide variation in both
the farms and the farmers. The more outstanding of these
Variations were examined to find their relationship to
the number of times the farmers referred to economic
information, and to some degree the effectiveness of its
Use. In the first place a suggestive relationship was
fOund to exist between the size of the farm unit and the
uSe of economic information by farmer occupants.

For the sake of getting the data into tables the

 

 

 

 

 

 

6 , 15

following divisions were used: one to fifty acres; fifty-
one to one hundred acres; one hundred to one hundred and

sixty acres; and above one hundred and sixty acres. The ‘

 

farms seemed to fall easily into these divisions, largely I
1 because of the system of surveying by which the land was
originally laid out, namely one hundred and sixty acre

grmts.

Table I: Use of Price Information by Farmers on Farms of
Different Sizes Totalled for the Four Townships

 

A. Use B. Use C.Do not Total Per cent
regularly occasionally use number A B
Size
1-50 2 2 14 18 .ll .11 .77
51-100 19 4 28 51 .57 .08 .55
101-160 51 6 16 75 .70 .08 .22
161-up 15 5 18 .85 .17

 

Of the small farms, fifty acres or less, there are
eighteen recorded, of which fourteen, or 77 per cent, do not
use any price information at all. This is largely due to
two reasons: the farms are small with little produce to sell;
or they are onion farms whose workers claim that there is no
information available relative to the price or marketing of
Onions.

In the next group of fifty-one to one hundred
acres fifty-one farms were visited, of which twenty-eight,

Or 55 per cent did not use information. The reasons that

these farmers do not use information are either like those

 

 

 

 

 

17

above, or else it would appear that farmers with sufficient
ability to use and interpret economic data are energetic
enough to have larger farms.

The next larger size, one hundred and one to one
hundred and sixty acres, showed a better proportion of those
using information. Seventy-three farms fell into this group,
and fifty-seven of these farmers make some use of the
information that is available; 70 per cent use it regularly,
and 8 per cent use it occasionally. This shows that over
three quarters of these farmers find that the information is
of some help to them. There can be two interpretations of
this: first that the farmers with the larger farms are better
able to use the information; or else that the available
information is more suited to their needs than it is to the
needs of the worker on the smaller farm.

There were eighteen farms of over one hundred and
sixty acres, in the area studied, of which only three do
not use some information; only 17 per cent do not use any.
This group therefore shows the highest percentage, 85, of
use of information and correlates directly in ratio with the
previously mentioned groups.

This indicates two methods of approach in order to
make the present system of economic information more useful:
first to make the information that is now available more
easily interpreted(which will be discussed later); and

second to adapt it more to the needs of the smaller farm

 

 

 

 

 

 

 

18

'by fitting it to the Specialized crops produced upon them.

Section 5. Relation between Condition of Farm and Use of

Information

The items which go to make up this classification
are the presence of modern improvements, an adequate supply
of farm equipment, fencing, and the general appearance of
the farm. other factors which should be listed specifically
are: painting, roofing, condition of the yard, well housed
tools, and stock both well kept and adequately housed. Only
a few of all the farms visited are equipped with electricity
and running water.

Road conditions are not considered in making this
classification. Most of the farms in good condition are on
good roads, as are also many of those in poor condition. At
the same time many farms in very-good condition are on back
roads, and either came as a heritage or were purchased

specifically to provide solitude.

Table II: The Relation between Condition of the Farm and the

Use of Information Totalled for the Four Townships

 

A.Use B.Use C.Do not Total Per cent
Grades regularly occasionally use number A B C
Poor 15 6 58 59 .25 .10 .64
Fair 25 4 14 41 .56 .09 .54
Good 54 l 10 45 .75 .02 .22

Very good 15 15 100

 

 

 

 

 

 

 

19

There are fifty-nine farms which are classified in

 

_—-_-._ -— 3‘2“: .. ...

the poor condition group, and of filese only fifteen, or one

quarter, use much information. Of the forty-one farms
classed as in fair condition, twenty-three use information
regularly, or 56 per cent, which is slightly over half.
There are forty-five farms classed in good condition and
thirty-four, or 75 per cent, use information regularly. Of
the fifteen farms in the very good group, all use information
regularly, or 100 per cent.

The condition of a farm is quite readily controllable
by the farmer, rather than controlling and influencing him
as might be the case with farm acreage. The deduction that
should be made from this classification is that the economic
information has a greater appeal and is found to be more

useful by the farmer with higher standards.

Section 4. Status of Farmers' Tenure

 

Consideration was given as to whether the status of
fsrhers-as owners or tenants had any bearing on their use of
Price information. The Survey revealed the following

s1tuation:

Table III: The Use of Price Information by Tenants and Owners

 

A.Use B.Use C.Do not Total Per cent
regularly occasionally use number A B C
Tenant 20 l 15 56 . 55 .05 .41

Owner 67 10 46 125 .54 .08 .57 I

 

 

 

 

 

“1%

 

 

20

Of thirty-six tenants, or almost one fourth of
the farmers questioned, 41 per cent did not use any
information and 56 per cent made regular use of it. Of
the one hundred and twenty-three owners, 54 per cent used

information regularly, 8 per cent part of the time, and

 

57 per cent not at all. One farmer stood alone as a manager.
The ratio of farm owners using information is only slightly
higher than that for tenants. It would seem then that in as
assembling any information no great amount of attention

need be paid to the problem of whether or not the recipient

will be a tenant or an owner.
Section 5. Length of farmers' occupancy,

The length of time spent by the farmer occupying
the present farm, either as owner or tenant, was found to
have a direct relationship with his use of market

information.

Table IV: The Use of Price Information by Farmers as
Influenced by Length of Occupancy

 

Time on A.Use B.Use C.Do not Total Per cent
present regularly occasionally use number A B C
farnl

1'5 years 19 26 4:5 042 0 058
6-10 " 15 2 5 22 .68 .09 .22
11-24 " 51 5 15 47 .68 .06 .26
BS-life 22 6 18 46 .47 .15 .59

 

 

 

 

 

 

 

 

l . . 21

The first group includes those who are on farms
because of the current unemployment situation; it also
includes the poor grade of tenants who are constantly
shifting from farm to farm. These farmers have very little
. interest in the long-time planning of farm production, and
B in the area studied such farmers constitute approximately
I one fourth of the total number. Some of these of course
will stay on or acquire farms of their own and have to be
put into other groupings. The point to be emphasized is
that, even with some deductions for those who will be
permanent farmers, there will still exist a large percentage
who have no interest in long-time information regardless of
how attractive it might be made. Or rather, to state it in
another way, there is a definite group to whom only the
short-time data is of any value.

Of this first group of forty-five, 42 per cent
use information and 58 per cent do not. There are twenty-
two farmers who have lived on the same farm from six to ten
years. of these fifteen use information regularly, two a
little, and five never. There are forty-seven farmers in
the division of eleven to twenty-four years on the same
farm; of these 68 per cent use information regularly, 6 per
cent occasionally, and 26 per cent not at all. In the group
9f twenty-five years to their entire life spent on the

Particular farm, there are forty-six farmers. Of these

 

thHw-two, or 47 per cent, use information regularly; six

 

Lin

 

 

 

 

22

or 15 per cent, use it part of the time; eighteen, or 59

per cent, not at all.

Section 6. Age of Farmer

By far the largest number of farmers have been in
that occupation for life. They grew up on farms and after
school returned directly to farming, or at most spent a few
years in some other occupation and then went back when the
"old folks" were getting too old to work the farm by
themselves. For the sake of tabulation the various ages

are divided into ten year periods, starting at thirty years.

Table V: Use of Price Information by Farmers of Different Ages

 

A.Use B.Use C.Do not Total Per cent
Age regularly occasionally use number A B C
50-59 9 9 18 .50 .50
40-49 54 5 15 52 .65 .06 .29
50-59 55 5 21 57 .57 .05 .57
60-69 6 5 7 18 .55 .27 .40
Over 69 5 10 15 .55 .77

 

 

There are eighteen farmers in the youngest division,
from thirty to thirty-nine years of age, who are divided
equally with half using and the other half not using
information. There are a number of reasons why 50 per cent

do not use it. Some are "one crop" onion farmers who claim

 

 

25

that they would gladly use data if any were available.
Several are younger farmers that are doing without radio
and papers as an economy measure. Some lack sufficient
training or ambition to interpret the material now
available.

Fifty-two farmers were between the ages of forty
and forty-nine. Of these there are only fifteen, or 29 per
cent, who do not use any information. The reasons for their
not using it are similar to those above, eight having onion
farms and seven being without sufficient education or
ambition.

In the age group of fifty to fifty-nine the
proportion of those using informatiOn descends to 57 per
cent.

Among the eighteen farmers sixty to sixty-nine
years old the proportion does not change greatly. Seven, or
40 per cent, do not use information; six, or 55 per cent, use
it regularly; and_five, or 27 per cent, use it occasionally.

In the oldest group, namely over sixty-nine, the
ratio changes toward a lesser use. Of the fifteen
interviewed only five, or one third, use information.

To sum up the findings for all ages we find that
eiShty—seven, or a little over half, use information quite
reEUIarly, eleven use it part of the time, and sixty-two do

th make any use of it. Together with other means of measuring,

 

 

24

which are discussed more fully later on, it appears that

those in the lower age brackets who do not use price

information generally belong to that unfortunate group of
‘ misfits who grew up in farming and continue at it for no
better reasons than that they have neither the training
nor the "push" to get into some other occupation. Among
those in the older age brackets who do not use information
are some who might have learned to use it if they had grown
up with it, but the expansion of the information has been
brought about since they have become "set" in their ways
and they find it hard to change.

The two age brackets including the ages from forty
to fifty-nine gave the most favorable reaction to the use of
information. Many of these farmers have recently acquired
farms of their own, frequently with heavy debts, and are
willing to accept anything that will give the least hope of
a better return for their investment and labor. The younger
farmers have not the responsibility of ownership, while
those in the older groups are not inclined favorably toward

new things.

Section 7. Education of Farmers

 

Inquiry as to the relationship between the extent

0f the formal education of the farmers interviewed and their

   

 

as

use of market information disclosed the following results.

Table VI: The Use of Price Information by Farmers of
Different Education

 

A.Use B.Use C.Do not Total Per cent
regularly occasionally use number A B
Fredonia township .
Grade 8 5 l 19 25 .15 .04 .82
Grade 12 15 2 15 .87 .15
College 2 2 100
Homer township
None 2 2 ' ‘ 100
Grade 8 4 5 7 16 .25 .51 .44
Grade 12 16 2 2 20 .80 110 .10
College 2 2 100
Lee twonship
Grade 8 6 14 2O .50 .70
Grade l2 l5 7 2O .65 .55

Eckford township

 

Grade 8 4 2 9 15 .26 .15 .60

Grade 12 24 l 25 .96 .04
Totals

None 2 2 100

Grade 8 17 8 49 74 .25 .10 .66

Grade 12 66 5 ll 80 .82 .04 .14

College 4 4 100

 

There were two who said they had no education and
could not even read. Neither of these of course used any
information at all. Of those with eighth grade education or
less, sixty-seven in all, forty-nine or 66 per cent did not
use any information,and seventeen or 25 per cent used it
regularly; in other words about two thirds of these were
unaffected by any efforts at quoting prices or trends. Eighty
farmers had studied in high school; only eleven of these did
not use information, which makes at least seven eighths

interested in data about their problems. In two townships

L__

 

.
' I
n a a
‘ u
‘-
I
u . ‘
I . n u
b
V
,
u . .
t u
, o e
a a
U I a
v c .

 

26
four
there werefifarmers with some college education who all used
information regularly.

In the whole group there were only nine attempting
to farm without training of some kind. One of these had
been compelled to retire from office work because of failing
eyesight; the others were victims of the present period of
widespread unemployment. These people were living under
conditions that were far from satisfactory and their efforts
were not well directed. The equipment was scanty and of
poor quality, and their labors were devoted to one or at
best to a very few crops with little or no knowledge of
market conditions affecting such crops.

The writer hazards the opinion that if those other
farmers who were denied education had had adequate training
they would be equally as anxious as the rest to use information.
It was observed that those of the eighth grade group who did

F use information had made a real effort to continue their
reading in an attempt to make up for previous lack of
opportunity. The foregoing analysis suggests that agricultural
economic information needs to be adapted for use by those
with limited education.

With the exception of the four farmers who had
attended college, none of the group had had any opportunity
for formal study of economics. Fop farmers whose education

has not extended beyond high school the principles of

 

;

 

 

27

economic changes must be presented in very simple form.
For those lacking the high school training it might be
possible to get together a sort of "first grade reader
series“ of economic information, that could be comprehended
by people with less schooling. There is another problem
connected with this idea, however, because those with the
least schooling do the least reading and take the fewest
papers. It might very well be though that these could be
reached by the radio if the lectures could be made simple
enough. An adequate course in economics in high schools
may also be desirable.

Great care should be used in simplifying the
material presented. There are two possible pitfalls: one
is that of making the presentation so childish as not to
merit the attention of mature men; the other, much more
common now, is the effort to make the material as presented
appear appetizing by way of jokes and cartoons. Matters
dealing with earning power and investments are serious
matters, and when farmers want helpful advice they seldom

appeal to a humorist.

Section 8. Use of Market Information bngroup as a Whole

Disregarding classification of farms and farmers,

 

 

ffi ‘ 28

the extent to which market information is used by the one
hundred and sixty farmers interviewed in the four townships

is shown for the group as a whole in Table VII.

Table VII: Use of Price Information by Group as a Whole

 

 

A.Use B.Use C.Do not Total Per cent

Township regularly occasionally use numberA B C
Fredonia 18 l 21 40 .45 .02 .52

Homer 22 7 ll 40 .55 .17 .27

Lee 19 21 4O .47 .52

. Eckford 28 5 9 40 .70 .07 .22
| All four 87 ll 62 160 .54 .07 .58

The per cent of those not using information does
not indicate as great a lack of interest as would appear
in just reading the table.

All of the onion growers insisted that they would
be only too glad to use information if there were any
available. Most of them asked the writer to exert every
influence possible to make such information obtainable.

The three truck gardeners in the section visited
do not use any of the information which they could obtain
because they claim that the prices quoted do not show actual
market variations; also that the prices which prevailed on
the market yesterday are a very poor indication of what the

prices will be today. The cause of this is that the produce

 

of'f’ered on the market one day differs greatly from the next

 

 

29

in both quality and quantity, especially quantity. The
produce is divided between Battle Creek and Marshall, the
greater part going to Battle Creek to sell on the City
Market, the part going to Marshall being sold to the stores.
When there is a large quantity of one particular thing, it
is taken to some larger city market, usually Detroit.

In actual practice the way these growers price
their goods is to explore the market when they arrive and
find out what others are charging for similar produce.
They then set their price the same or a bit higher. If
after buying has been going on for a little while they
find that they are selling their goods too fast, they
raise the price on the goods still unsold. If, on the
contrary, it appears that their supply is selling too
slowly and that they might have to take some of it home,
they will out the price till the goods move.

There were five roadside markets, none of which
has been established very long; not one of these has any
permanent policy as to what to sell, how to sell it, or
where to get more. They simply raise the customary garden
stuff and put it on a stand, frequently with no warning
Signs, and guess at prices.

There are fifty-four per cent of the whole group
Who use information regularly, seven per cent occasionally,
Mm only thirty-two per cent who do not use it at all.

Certainly the number using it justifies the existence

 

 

 

50

and continuance of information; but just as surely the
number net reached indicates that more effort should be made
to reach those who at present are not receiving the benefits
which might be obtained. The farmers who do not use
information are those with less than eighth grade education
and are in the older age brackets. Of the two, education

is the factor of greatest importance. The approach through
newspapers, which will be discussed in detail later, could
be made more effective and meetings might well be made to

draw more.

Chapter III

MEDIA THROUGH WHICH FARMERS RECEIVE ECONOMIC INFORMATION

Section 1. Extension Meetings

 

Michigan State College has an established system
0f bringing the most recent information direct to farmers
by meams of meetings which are arranged by the county
agricultural agent or the Smith-Hughes teacher if there is
no county agent. A group of farmers is invited to meet at
some convenient place to hear the lecture or to see the
(hmbnstration as presented by a specialist from the college

m'by the county agent after training by the specialist.

 

 

 

51

The subjects taken up at these meetings include both
production and marketing problems.

Each phase of agriculture requires a different
method of presentation. As this study is concerned with
marketing a more detailed description of the presentation
of outlook information will be used here as an illustration.

There are annually seven district meetings in
Michigan at which a member of the extension division of
Michigan State College, Department of Economics, appears
to give advance information and a thorough discussion of
the material to appear in the "Agricultural Outlook for
Michigan". The county agricultural agents of that district
are summoned to these meetings. A week or so later each
county agent will hold a general meeting of farmers at
which one of the members of the extension department will
explain the details of the outlook information and how to
use it. This gives the county agents two opportunities to
hear an explanation of the same material.

After these two meetings the county agents are
equipped with a supply of the outlook bulletin, for that
particular year, which are to be distributed among interested
farmers. With this training and material each agent is to
handle his own meetings and deliver his own lectures.

The table shows the attendance at all types of

extension meetings as influenced by different factors.

 

 

P???

52

Table VIII: Attendance at Extension Meetings

 

A B C D Per cent of
Attend: None Few Some Most Total A B C D
As influenced by education
Grade 8 44 16 10 4 74 .59 .22 .15 .05
Grade 12 ll 11 52 26 80 .14 .14 .40 .52
College 2 2 4 .50 .50
As influenced by age
50-59 4 2 8 , 14 .28 .14 .56
40-49 14 6 9 26 55 .25 .ll .16 .47
50-59 15 12 21 9 57 .28 .21 .56 .15
60-69 8 6 5 2 19 .42 .52 .16 .05
Over 69 12 l 2 15 .80 .06 .15

As influenced by members of family in Smith-Hughes work
Number 1 4 ll 17 55 .05 .12 .55 .51

As influenced by members of family in 4H Club work
Number 1 1 14 16 .06 .06 .87

As related to the use of market information
Regular use 5 15 57 52 87 .05 .15 .42 .57

Occasional use6 2 5 ll .54 .18 .27
Do not use 47 ll 4 62 .75 .18 .06

An analysis of the types and conditions of farmers
who attend extension meetings appears to show a close
relationship with other factors. The table shows first the
effect of education on attendance; those with the poorest
education tend to go less often, while those with high school
training are more regular. All with college training are
in attendance at every possible meeting.

Thirty-nine farmers stated that they could not
interpret the information. In Fredonia there were seventeen,
in age from thirty-five to seventy; one had a high school

education and the others only eighth grade. Homer township

 

 

......a-

all,

35

had seven from the ages of fldrty to sixty, all with only
eighth grade schooling. Lee township had six between the
ages of thirty to seventy, also with only eighth grade
training. Eckford had nine from the ages of forty-five to
seventy, with no more than eighth grade if that much. All
this again illustrates the fact that the education factor
is very important in determining whether or not the farmer
is able to use and does use information.

Age is a real factor in control over attendance
at meetings. Between the ages of thirty to thirty-nine three
fourths went to some meetings. In the group forty to
forty-nine the percentage of attendance at most meetings is
47; in the oldest group 80 per cent do not attend any
meetings. In other words the oldest age bracket of seventy
up paid little attention to meetings, and the proportion
changes quite consistently toward the younger age group of
thirty to thirty-nine, among whom the attendance is much
more regular.

The farmers who have the weakest education are
the ones who seldom attend any meetings and who do not use
the informational opportunities which are available. Most
of these are found to be in the older age brackets. This
last factor probably will not be constant however, because
the older men had formed habits before the present sources
Ofinformationwere available. Or to put it in another way,

it will very likely be found that thpse in the younger age

 

 

"U‘Au‘

34

brackets now, who have learned to use information, will in
all probability continue to use it when they are older.

The result of having someone in the family with
Smith-Hughes agricultural training is very marked. In
only one case out of thirty-three such cases did the farmer
attend no meetings, while fifty-one per cent reported that
they attended most of the extension meetings in their
district. The influence of 4H Club work among the farmers'
children is even more marked, since of the.sixteen in this
group there areeighty-seven per cent who attend all
possible meetings.

These findings indicate quite clearly: first,
that the farmers with better education are more receptive to
information which is made available at meetings; second,
that those farmers with more education who attend more
meetings are among the younger groups; third, that the
Smith-Hughes and 4H Club work with the young people
apparently influence most of such farmer parents to go to
meetings.

There is a very close connection between the use
of market information and the attendance at farm meetings.
Only 5 per cent of those who use information regularly stay
away from gatherings; 15 per cent go to only a few; 42 go
to some; 57 per cent attend all possible meetings. On the
other hand, of those who reported that they did not make

use of market information, 62 per cent did not attend any

 

 

55

meetings, while none of these were found to be attendants
at most of the meetings.

From this table then it appears that younger and
middle aged farmers with a better grade of education are
definitely associated with those who have a connection with
Smith-Hughes agricultural work and 4H Club work; and that
these are also the same group who attend most of the
meetings as well as use information most regularly.

No way appears by which it would be possible to
measure which of these conditions has a dominant influence
in leading a specific farmer, or a farmer group, into
contact with the other conditions. It would rather seem
that they were closely interdependent, and that as one is
developed the others are needed and desired.

Among the farmers interviewed there appeared to
be no picture of the different phases of information which
were presented at different meetings, let alone any idea as
to whether the information was of long-time or short-time
Value and usefulness. They stated that certain meetings
had been interesting or valuable; or that a particular
Suggestion might be applied; but as a rule they appeared
unable to evaluate the programs as a whole.

The meetings have apparently accomplished their
purpose in selling the idea of using information to the
farmer; they also seem to have fulfilled the need of

getting the farmer to use the information more effectively.

 

 

56

It would then appear that more effort should be made to
attract farmers to meetings through better arrangement of
the times when such meetings are held, and through use of

a better type of invitation.

Section 2. Agricultural Outlook Reports

 

Information covering phases of acreage, yield,
production, and prices, together with other related material
is collected by the United States Department of Agriculture,
the state crop reporters, and the agricultural colleges,
working together. The Agricultural Outlook for Michigan
represents an annual compilation of the material which is
related to Michigan and is issued as a bulletin designed to
guide the farmer in setting up his production program.

Data were collected showing the influence of some

prominent factors on the use of this bulletin.

Table IX. The Use of the Agricultural Outlook for Michigan

Total Use Outlook to Per cent using
number adjust production Outlook
As influenced by education

 

Grade 8 74 4 .05
Grade 12 80 2O .25
College 4 2 .50
As influenced by age
50—59 14 6 .45
40-49 55 15 .24
50-59 57 6 .10
As influenced by the condition of the farm
P09r 59 2 .05
Fair 41 5 .07
Good 45 14 .51
w 15 '7 -. -47

 

 

Totals 160 26 .16

 

 

57

Of the one hundred and sixty farmers interviewed
only twenty-six use the Outlook. Of that number four have
only eighth grade training, twenty have done high school
work, and two have a college education. To state it in
percentages, only 5 per cent of those with eighth grade
education use it, 25 per cent of those with high school, and
50 per cent of those with college; those who use it total
16 per cent of the farmers visited.

In the youngest age bracket 45 per cent use the
Outlook. From forty to forty-nine 24 per cent do; from
fifty to fifty-nine 10 per cent do; from sixty to sixty-
nine only 5 per cent; and over sixty-nine none use it.

The age factor therefore has an impressive influence.

On poor farms 5 per cent use it; on fair ones
7 per cent; on good ones 51 per cent; and on very good ones
47 per cent. The condition of the farm plainly reflects

its use.

Table X: Attitude of Farmers toward Outlook Material

Number A.Found ' B.Wanted C.Wanted Per cent of
used dependable oftenerOct.-Nov.A B
As influenced by education

Grade 8 4 4 l 5 100 .25 .75
Grade 12 20 19 5 15 .95 .25 .75
College 2 2 2 100 100

 

Several conclusions may be drawn from this table.

Over 95 per cent of all farmers using the Outlook found it

 

llxl illtn. 117

.n-g

 

F 58

‘ dependable; more than a fourth wanted the information in
it to use all the year, and the rest needed it most in
October and November.

The writer tried very hard to get those who use
the Outlook to make some comment on the various sections;
which is more valuable, the one they wanted increased, etc.,
but to no avail. Not one had made any attempt to evaluate
the different sections. One statement that appears to be
common is that it helps in planning; sixteen of the twenty-
six farmers interviewed made this observation; and seven
thought that there might be more forecasts, or that the
forecasts might be made more specific. The bulletin is
apparently read as a complete body of information and no one
complained that it is undependable.

Perhaps it would be wise to partition the sections
more strikingly so that one section would be read and thought
over before the next one is started. The county agents with
whom the writer has talked seem to have a none too clear
idea as to trends. They remember and use a fact that a
certain leading crop or two is "so many bushels short", or
that another crop has "so many acres increase planted over
a year ago". Even then they appear to entertain some doubts
as to the accuracy of the figures. This condition the
writer ascribes not to the fault of any one but simply to
a lack of proper economic background on the part of the

county agent.

 

 

 

 

59

A more effective method of distribution should
be adopted in order to secure for more farmers the benefits
which can be obtained from studying the Outlook. The
meetings at which the bulletin is explained come rather
late. In this section the seasons crops are being planted
and some other spring work is already begun. This militates
against attendance at meetings and against active interest
in the information which is presented. Greater distribution
could be obtained by breaking the whole body of information
up into sections and then presenting these in the areas
interested in that particular crop or product, using ready
set up material for publiCation by local papers. This is

described more fully later on.

Section 5. Michigan State College Radio Broadcasts

The radio station W K A R at East Lansing
broadcasts intermittently through the daytime. The programs
are designed to bring, directly following the twelve oclock
time signals, the daily weather reports and the market
situation. This is usually followed with a lecture by one
of the faculty of the college discussing some timely
agricultural problem. Later in the afternoon the station
comes on the air again with lectures or episodes planned to

assist the farm housewife with her housekeeping problems.

 

 

These are sometimes altered by introducing lecturers speaking
on problems of interest to the housewife but perhaps outside
of the home.

The radio being the newest means by which
information may be carried directly to an individual, it
presented an interesting study in measuring the effect of

certain factors on its use.

Table XI: Use of the Radio

 

Number of Own radio Dial WKAR regularly
farmers Number Per cent Number Per cent
In relation to farmer education
Grade 8 74 24 ,52 19 .79
Grade 12 80 54 .68 54 100
College 4 4 100 4 100
In relation to age of farmer
50-59 14 8 .60 8 100
40-49 55 51 .56 29 .94
f50-59 57 26 .46 26 100
60-69 19 9 .47 9 100
CVer 69 15 6 .40 6 100
In relation tothe condition of the farm
Poor 59 18 .51 18 100
Fair 59 2O .51 20 100
Good 47 52 .68 5O .94
Very good 15 10 .80 10 100

 

Only 52 per cent of those with an eighth grade
education owned a radio; of these but 79 per cent used
W K A R. Those with high school training were not quite
equally divided in ownership of a radio for 68 per cent
possessed one; 100 per cent of these tuned in on W K A R

often. Again it is clear that those with a little better

 

 

r"— 41

education are more receptive of information.

Examination of the table for ages shows that the
percentage decreases as the age increases; from thirty to
thirty-nine 60 per cent own radios while in the bracket
above sixty-nine only 40 per cent own them. Almost all
owners tune in on W K A R.

The farm conditions bear the relationship to the
use of radio that one would expect. Only 51 per cent of
those on poor farms own a radio; this percentage increases
through the fair and good farms until with the very good
ones 80 per cent have a radio.

0f the eighty who own a radio, seventy-four, or
nearly the entire number, want the information so they can
adjust their marketing and production programs. They are
very complimentary of W K A R, and made it plain that
dialing that station at noon was a ritual with them. In
asking what they tuned in for the reply with small variation
is weather and markets. No one of his own volition made
any comments about the lectures following weather and markets.
When asked about these lectures some replied that they tuned
them out; others were very hazy about them. No lectures on
either production or distribution had made enough of an
impression to be remembered.

All this does not apply in the summer time for
then those with radios do not make much attempt to use them.

There is too much static, the days spent in the fields are

 

WW .2

too,long, and when the farmers do come in they are too
tired to make any effort to enjoy or to profit from a radio.
There were six who reported the East Lansing
station is hard to get; from conversation with them the
writer judged that those machines have some defect. Most
of the farmers were complimentary and several seemed a bit
worried lest this study would result in the market and
weather broadcasts being discontinued.
To sum up then, it appears that the programs are
I more acceptable to farmers who have a high School education,

or better, and are interested in keeping their farms in good

 

order. Perhaps with more dispussion of what market prices
and their changes mean, an interpretation for those with ‘
less schooling, the programs would have a wider appeal.

This would require the daily attention of someone trained in
analysing prices to add some comment to the bare recital of

prices. However it is probably impossible to build programs A
pleasing to everyone.

Three asked if it would be possible to have
programs at night for their benefit to correspond to those in
the afternoon for farm women. It appeared from their hazy
ideas about the other phases of the noon broadcasts that
they come into the house at noon, dial W K A R for the
weather and markets while the last few finishing touches are
being added to the table, then while they are at the table

either tune in for some music or merely disregard the

 

 

 

45

lectures.

Section 4. Newspapers

Most newspapers which have any very extensive list
of farmer subscribers include some quotations regarding the
current market conditions. This, combined with the many
other services which are offered, makes the newspaper a
most attractive means by which the farmer may secure the

information which he desires.

Table XII: News Channels through which Calhoun County
Farmers Receive Price Quotations

Name Type Total number
Marshall Evening Chronicle Daily 46
Battle Creek Moon Journal " 26
Jackson Patriot "
Battle Creek Enquirer News "
Detroit Free Press
Detroit News "
Toledo Blade . "
Chic ago Tribune

Lansing State Journal
Michigan Farmer Weekly
National Livestock Association . Special

LO

H
HODl—‘I-‘NNJO'IUIN

There are nine different dailies received by one
hundred and ten subscribers; one hundred and four families
have at least one daily. Eighteen families have the Michigan
Farmer; four of these have no daily. The family which has

the report of the National Livestock Association also has

 

 

 

 

44

two daily papers and the Outlook for Michigan, and their

farm is in excellent condition.

Table XIII: Use of Newspapers for Market Information

Total A.Do B.For market C.To adjust Per cent of

 

number use news production A. B. C.

In relation to education

Grade 8 74 41 41 19 .55 100 .46
Grade 12 80 65 65 59 778 100 .94
College 4 4 4 4 100 100 100
In relation to farmers age

50-59 14 ll 11 9 .78 100 .82
40-49 55 55 55 52 .64 100 .90
50-59 57 45 45 52 .75 100 .74
Over 69 15 5 5 4 .55 100 .80
In relation to condition of the farm

Poor 59 25 25 12 .42 100 .50
Fair 41 55 55 25 .80 100 .70
Good 45 57 57 54 .82 100 .92
Very good l5 l5 15 15 .90 100 100

 

The percentage of those with only eighth grade
training who take papers is 55; of these 46 per cent use it
to adjust production. Of eighty with a high school education
78 per cent take papers; 94 per cent of these use it to plan
production. Those with a college education all take papers
and state that they use the information to adjust production
as well as for prices.

It appears then that those with the better education

make a greater use of the information because they are able

 

r
k.
.+

w

 

45

to read and interpret to a better advantage. Of this
grouping the less well educated want their information
especially in October and November; the others desire it
all the time.

The age factor in relation to the use of papers
is quite interesting. In the youngest grouping 78 per cent
use papers and regulate production accordingly. From forty
tp forty-nine only 64 per cent use papers, and of these 90
per cent rely on them to adjust production. Of the group
fifty to fifty-nine three fourths consult papers for
market information, and 74 per cent plan production by them.
In the bracket sixty to sixty-nine 75 per cent use them,
and 56 per cent regulate production by them. Over sixty-
nine only 55 per cent use them but 80 per cent of these
adjust production by them.

Among those classed as poor farmers we find merely
42 per cent using papers, one half of Whom plan production
by them. On the fait farms 80 per cent of the farmers use
papers and 70 per cent consult them about production. All
of the 82 per cent of the farmers on good farms who use
papers rely on this information. In the group on very good
farms 90 per cent use papers and find them helpful with
adjusting production. On the poor and the fair farms the
information was desired mostly in October and November, but
on the others it was felt to be needed all the year round.

To total the foregoing: there are one hundred and

 

 

 

 

46

eight farmers who use newspaper information; eighty-two
use it to adjust production as well as to find the prices
that their produce will bring when they get it to market;
fifty are mainly interested in information in October and
November.

The conclusions to be drawn from these tables are
that the farmers of a high school education or better,
between the ages of forty to sixty and on farms that are
in better condition use the information to greater advantage
and use more of it. They also use it the year round; but
the time which seems to all farmers the most important to
have information is October and November. During the
summer very few farmers do a great deal of reading; the
days in the field are too long and too hard. In the fall
when the days are shorter and the dark occurs soon after
supper time they begin to read again. The problems
connected with last summer's crops are still fresh; there
is great interest in what will happen to their produce in
the market; they plan what they will do the next summer.
The time for detailed planning on the farm may be in
January and later, but the original ideas of what to do
occur to the farmer in the fall period; These are pondered
over and assume form in the early spring.

There were a number of suggestionsmade. One is
that the prices quoted in the produce market for market

garden stuff should be more complete. Many of the farmers

 

47

severely criticize the papers for charging the same
subscription rates as they did during war times; papers
were one thing which they felt they could do without and
still not materially affect their life on the farm. Several
of the farmersliked the Michigan Farmer and bewailed the
fact that it had been necessary to cut its publication in
half so that it came only once in two weeks, making the
market reports in it too late to be of much value. The
same criticisms of price quotations as before were given,
that only the top prices are quoted and it is impossible
for the average farmer who is not producing top grade stuff
Ito know what his produce should be worth on the market.

One thing which should not be overlooked in a
study of this kind is the fact that farming is made up
of such a large number of specialized units. Many farmers
are good producers, or good producers of a particular thing,
but the number of those who are well acquainted with

marketing methods and problems is relatively small.

 

If'rfi 48

Chapter IV

CONCLUSIONS AND SUGGESTIONS

 

Section 1. Bringing the United States Department of Agriculture

Market News Service to Farmers

 

It would seem advisable to bring the stenciled
reports of the Market News Service more to the attention
of farmers. None of the farmers interviewed have any idea
of the possibility of obtaining such information. This
would help reach those who have no radio and also do not
take any paper. It would also tend to answer the complaint
that neither the papers nor the radio have enough detailed
information regarding the various grades of livestock and
the different markets.

As a means of bringing these directly to the
attention of the farmer, with a minimum of labor and expense,
the following is suggested. That an area served by a
particular publication be divided into sections, say fifty-
two divisions, or one for each week. In that week those
who might be interested in that report would receive it free.
If names cannot be obtained from the county agricultural

agent, RuralFree Delivery box numbers will do. With the last

 

49

issue of that week inclose a card similar to those sent
around for revising the mailing list. At the beginning of
the next week attack another section. It may be that there
are weeks of overload and weeks of slack time in the office;
this plan could be adjusted to absorb such slack. It may
also be that one fifty-second of a proposed area is too
large to approach at one time.

Perhaps samples of the reports could be shown by
the county agent at various farm meetings; in any case the
farmer Who can use the detailed information should at

least know it is available.

Section 2. Diffusion of Outlook Information

 

The Outlook and the information which it carries
may be brought very close to the individual farmer by the
county agricultural agents. The bulk of information that
these county agents are supposedto be able to carry usually
precludes a very efficient knowledge of economics. It is
suggested as an aid to them that the information that is
assembled for the Outlook be set up on what is known as
film strips. The charts and the accompaning text could be
assembled with very little trouble. The lanterns for projecting
this material are the smallest, the cheapest, and the easiest

to handle of any of the projection lanterns. The cost

 

 

50

should be very moderate. Most of the material made up by
the United States Department of Agriculture at Washington
on slides is now available on film strips. On an average
there are about fifty pictures to the set and these made
under'government contract are for sale at twenty to thirty
cents a strip. Such material can be made up by any well
equipped photographer from the material as it is assembled
and then could be distributed to each county agent,
circulated among them on a circuit or made available on
request, to be returned after being used. This latter
scheme would also make an opportunity open for Smith-Hughes
teachers who are often called to address farmer meetings
and frequently are at a loss for time to prepare an adequate
Speech. The film strips are of much shorter life than
slides but as this material will be out of date in six
months that need present no problem.

The material could be assembled for a particular
section, by someone really trained in outlook work, to
include all of the facts necessary to completely cover a
special group of products. It is also earnestly suggested
if such a scheme can be adepted that a short preface be
made up for each film strip to show to the untrained how
the outlook infirmation is collected and digested and

carefully checked to insure accuracy.

 

 

 

5E

The outlook material could also secure a wider
distribution through the already established medium of
newspapers. This material could be broken up into sections
and made available for printing in the rural papers.

There are two ways in which this could be done;
by "mattes", or by plates. The mattes are cardboard
impressions of some serial story or cartoon, shipped from
a newspaper syndicate to a local paper. Here the paperls
typemen pour the forms on the cardboard to make the plate
to print from. This system apparently works better on a
rotary press such as is used by the larger papers. This
is largely due to the technical efficiency of such men and
equipment. Plates are the forms set up in metal ready to
use. A local source is the Western Newspaper Union at
High Street and Grand River in Detroit, who supply this
type of thing for the small rural weeklies at two dollars
and a half for a seven column page. This compares favorably
in price with the other method which sells at a rate of
two cents per square inch. (Matte sample may be found in
the pocket of this book).

In conversation with editors of papers which
have a truly rural circulation it appears that they would
welcome such material of real use to farmer subscribers in
place of the so—called "boiler-plate" Which has no Special
appeal to agriculturally minded people.

Either or both of these methods would secure a

 

SB

wider distribution of the information, would avoid errors
of typesetting, and would do away with the
misinterpretation and garbling by reporters and editors
without an economic background.

Neither of these methods should be very expensive.
If the present material can be assembled, the authors paid,
copyrights paid, and a profit gleaned at the rates quoted,
it would mean that the actual expense of making mattes or
plates must be very low.

Many of the farmers have a limited amount of
schooling and accordingly do not read understandingly. It
would seem advisable from this standpoint to get as much of
the information as possible into graph or picture form.

At present the information in the Outlook comes
to the farmer very late in February or March when there are

which are needed for outdoor work and
daysiwhen he has already made most of his plans for the
year.

It is suggested that the material be made
available in October or November. A very large number of
the farmers were especially interested in having information
then, and the memories of last season are still fresh; also
the plans for the next season are not started. If such
information were available then the farmer would be able

to go over it in the long winter evenings before he has

made his plans.

 

55

The farmer has no comprehension of an index
number or a graph made of indices. Such information
should be made direst and then if thought advisable
associated with the suitable index.

Education is the most important factor in .
determining the use of price and market information.

It seems then that the study of economics should have a
greater emphasis in high schools. Probably there is no
place in the present curriculum for any treatment of
economics below high school, and as yet there is no
economic information rudimentary enough to be used in

the grades,

Section 5. Radio Programs

 

With radio programs little need be added during
the summer work period. The days afield are too long and
too strenuous, so that the farmer finds little time or
energy to devote to radio problems. Written material may
be saved for Sunday or rainy day reading as radio peports
cannot be. However as soon as the rush of harvest is over
in the fall, there is more time both at noon and in the
rapidly lengthening evenings. The farmer is vitally
interested in price trends at this time and there is an

accumulated interest also from all summer, so that he

 

 

54

wants both market and production trends.and information.

Of the whole year the one time that stood out, When the
writer was questioning the farmers, as the time during
which they particularly liked to have price and market
quotations was October and November. During this time also
they are beginning to formulate plans for the next season.

The radio is used by farmers of all ages and of
all degrees of education who usually are lacking in any
background of economics. For which reasons it seems .
desirable to include with the current daily market reports
a short, simple discussion explaining their application;
that is how to apply some market change to a particular
problem.

Several of the farmers asked if it were not
possible to have some programs in the evening that would
fit their needs as the afternoon lectures fit the needs
of the farm hpusewife. As they get radio now it appears
that they come in at noon and dial W K A R While the last
finishing touches are being applied to the table. In this
time they listen to the weather and markets announcements,
then they go to the table and the distraction of eating and
conversation obliterate anything that may follow over the
radio. In fact many tune in after the weather and markets
for some music that may be enjoyed withouy too close

attention.

The practice of listening to the radio at breakfast

 

 

55

time seems to beiincreasing, particularly for the weather
reports by which the day's work is planned. Another habit
is to listen to the stock prices at the close of day and if
the market conditions seem favorable to load the truck and
arrive on the Detroit market the next morning.

Because of radio congestion probably little can
be added in an afternoon or evening broadcast, but the
morhing hour presents an opportunity to reach the farmer
before he starts his daily work and before he is tired.

Another suggestion was contributed at one of the
Battle Creek banks where the man in charge of loans had
heard of a scheme whereby the local telephone company had
a general ring for the whole party line as a weather call
and at the same time read off the price information of hhe
day. It is an idea but does not appeal to the whiter
because of possible irregularity of the calls and of

misinterpretation by the telephone operatos.

Section 4. Extension Meeting Programs

 

The extension meetings offer an opportunity to
present the newest and best of any agricultural infdrmation
directly to the farmers. There is an added advantage

through demonstration and the chance to apply the information

 

 

56

to individual cases. This type of presentation will reach

the comparatively illiterate who read poorly. There is also

a very direct relationship between the attendance at extension
meetings and the use of market information.

The first suggestion is that the invitation be
made more attractive. So often it is merely a notice in the
paper or a perfunctory card. Mostly the farmers who now
attend the meetings are those who are the easiest to bring
together. If possible the title of the meeting should be
made to appear more interesting and the card or other
notice be made to sound more personal. Individual invitations
would also achievengreater attention. Perhaps this could
be handled through district leaders by whom personal
invitations could be issued.

The meetings could also have more emphasis on good
fellowship. The program need not be just an entertainment
to achieve this, but it does need planning.

One factor that keeps farmers from meetings is
that they occur when there is necessary work to be done.

The writer believes that this factor has not had suffidient
attention. It has been more a matter of securing a speaker
when he is available and with a hasty invitation collecting
as many farmers as could come at that time. The late fall

and winter months present the greatest opportunities.

An idea which would require much work and

planning is a sort of winter Chautauqua. Consolidate the

 

 

57

extension talks for both marketing and production into a
definite series of programs which would move in a well
planned circuit completely covering a specific district

at one trip. Have the distances so guaged as to allow the
same speaker to repeat his talk four or five times in an
afternoon and evening.

First, such a system would make it possible to
secure much better publicity by reaching a far greater
number of farmers with a less proportional expense per
lecture than is the case now.

Second, it should make it possible for a lecturer
to cover an area at a minimum of expense with little or no
driving back and forth for each talk as must be done now.

As a means of making the programs more attractive
it would perhaps be possible to have a few students from the
music department take part in them. By taking %.few
musicians for a feW' daysand.then changing, a large number
would be given the practice of public appearance without
interfering seriously with their class work. This would be
particularly true if the programs were made up to occupy
the convenient days for farmers, Friday and Saturday.
Perhaps in some cases this could be combined with the 4H

Club Achievement Day.

 

58

SUMMSRY

The study is bases on one hundred and sixty farms selected

as being representative of the area.

Economic information is found at present to be used mostly
by farmers:
(a) occupying farms of one hundred acres or more.
(b) whose farms are best equipped and kept in the
best condition.
(c) occupying one farm more than five years and less
than twenty-five.
(d) whose age ranges between forty and sixty years.
(e) who have a high school education or better.
(f) who attend most of the extension meetings.
(g) having a member of the family in Smith-Hughes or

4H Club work.

Half of the farmers have a radio, but most of these are

battery sets.
The Agricultural Outlook for Michigan is mostly used on the
better types of farms by farmers between forty and sixty

years of age.

Farmers do not evaluate the different parts of the Outlook

report.

 

 

 

59

Farmers are most interested in obtaining information

during October and November.

Newspapers are received by over two thirds of the farmers;
those who make the greatest use of market information are
the ones who have a high school education or better,
between the ages of forty and sixty, the farms they occupy

being in good condition.

 

Nationality
Age
Condition of
farm
Acres
Bondition of
roads

Distance from

town 5

Attitude
toward
information

Attendance at
extension
meetings

Smith-Hughes

4H Club

Owner or

tenant

Education

Time spent
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Cattle, Sheep and Forage
Forage and Forestry

11A&B~Potatoes and Cattle

‘12A&B—Fruit
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Small Grains and Livestock

Dairying and Poultryr

General Farming
Dairying and Potatoes
Cattle, Beans and Hay

 

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Comparison of Number of Fans Accounts and Average Operatoris Labor and Management

 

“ 1wa‘

 

 

 

 

 

 

 

 

 

Wage* by Counties f r Fann Accounting P"oject, Michigan—1923, 1930, and 1931.
1929 1930 '8 1931
County NO' AV: OPBT’S- No. Av. Oper's. No. Av. Oper‘s.
Farms L. I t.Waee Farms L.&Mgt.Wag4I Farms “~LLHigtgflage
l Allegan 8 $ 380 10 8 106 1 $ -661
2 Alpena 7 M7 8 31 6 ~158
3 Antrim 21 871 32 ~260 M1 «M2M
M Barry 9 —55 19 ~501 22 ~908
5 Bay 9 —161 10 167 13 «975
6 Berrien —— ~-- —~ —~- 8 —990
7 Branch M 126 1M ~M2M 33 ~MM2
8 Cass 20 353 17 ~MMO 2M ~9M7
9 Charlevoix 25 999 36 115 M7 —388
10 Chippewa M 905 17 2M0 16 1555
ll Clare 6 281 9 "M99 7 ~877
12 Clinton 13 660 3M -568 31 ~83}
13 Dickinson ' 6 —7 3 M3M 7 —582
1M Eaton 11 837 M5 —96 39 «773
15 Emmet ~— ——~ —~ -~— 19 O
16 Genesee 23 ' . 236 35 —580 27 -952
17 Gratiot 13 907 13 ~367 21 ~1,07M
l8 Huron 8 M72 11 -1M0 12 4687
19 Ingham 23, 390 28 —3MM 2 -933
20 Jackson _- __— ~~ ——— l8 MM67
21 Kalamazoo 1M 608 25 ~66 27 ~l,159
22 Kent 26 906 M9 ~52 —55 “M39
23 Livingston 21 M23 21 —889 18 21,10M
2M. Macomb 8 377 9 ~210 13 ~716
25 Manistee 7 _M3 8 —88 12 —M8M
26 Mecosta —- ——M —~ —-~ 18 ~382
27 Ienominee 10 1,316 11 ~M50 13 ~268
28 Midland ll ‘ M90 7 ~136 12 ~912
29 Muskegon 8 M18 5 ~l,lM3 6 ~M5M
3C Newaygo 1M 505 18 ~86 27 ~278
31 Oakland 17 592 18 600 18 «678
32 Oceana 18 M50 26 3M0 ' 2M 2672
33 Ogemaw 16 360 16 —100 2M —2M8
34 Ontonagon 3 —23 M ~l95 l ~335
35 Otsego 7 1,669 6 ~157 22 "551
36 Ottawa 1M 571 .19 —277 23 ~291
37 Saginaw 2M M06 3M —18M 29 -652
38 Sanilac 20 880 2M 7M6 22 ~627
39 Schoolcraft —- ——- ' 5 —186 5 .121
MO St. Clair 9 M3M 1M -l76 12 ' _M71
M1 Tuscola 1M 560 17 M 16 ~517
ME Van Buren ~— ~—— 13' 8 21 —550
M3 Washtenaw 10 501 22 ~3l8 26 -8M8
M Wexford 5 -20 23 —280 21 ~682
Total number records M86 735 899
Av. oner. L.& Mgt.Wage ‘ $ 5MM $ -160 —619

 

 

 

 

 

 

 

*This is the return to the operatcr after five per

the year's business have been deducted from the total farm income which consists of.

the cash receipts and all,increasesfin inVentory.
some products which were retained for home consumption.
dence and the expense for its upkeep are not included as part of the farm business.
Therefore,no credit is given the farm for the rental value of the dwelling.

cent interest on the total.in~:
vestment, all decreases in inventory, family,help at hired man wage rates and_thel
cash cost of board furnished hired help,.as Well as the cash expanses chargeable to

In addition the farm”produced

The investment in the resiw

 

 

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