Popat M. N.

Determinants of Effectiveness for Krishi Jivan Farm Magazine: Determinants of Effectiveness for Krishi Jivan Farm Magazine Among Farmers of Gujarat (India) Popat M. N.

The investigation was conducted taking 180 farm magazine readers as respondents. They were contacted personally to collect data. It was observed that there was positive and highly significant relationship between effectiveness of farm magazine and different components viz., illustration and design of cover page, column arrangements, arrangement of titles and sub-titles as well as size, relevancy, profitability, orientation, accuracy, practicability, adequacy, understandability and attractiveness of messages. It was found that the twenty five components contributed 80.50 per cent of variation in the effectiveness of farm magazine. The most useful topics as perceived by the readers were; success stories of farmers, improved varieties, agricultural extension and Government schemes. The important suggestions offered by the readers to make the farm magazine more effective were; good quality of paper should be used in magazine and inclusion of more illustrations and photographs, as well as publication of information about content for next issues.