ACDC News – Issue 05-07

“Got milk?” campaign honored – as art.

“One of America’s longest-running, and most beloved, advertising campaigns” is being honored by Copia, the American Center for Wine, Food and the Arts. An exhibition began January 21 and continues through May 30 at the Center in Napa Valley, California.

This campaign from the California Milk Processor Board began in 1993. A release we added recently says it has been “licensed nationally, spawned hundreds of rip-offs and become part of the American vernacular.”

“Can you imagine other ads exhibited as art?” asks Jeff Manning, the campaign co-creator.

Reference:“Got milk?” becomes work of art
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The information revolution is moving slowly in Africa,

According to the African Information Society Initiative, an action framework endorsed by African heads of state.

“Despite rapid progress in the last year, no more than 15 African countries have full access to the internet and some remain without any electronic connectivity at all.”

A report from the Panos Institute indicates that 50 percent of telephone lines are found in capital cities where only about 10 percent of Africa’s populations reside. … In over 15 countries in Africa…over 70 percent of the lines are located in the largest cities.”

Reference: ICT and telecom: rural Africa yearning for Internet.
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 Setting the framework for debate.

We think ACDC can serve best when it helps reveal the range of views and data about topics of interest. This collection includes research-based literature about agricultural communications, but is not confined to it. It also contains commentaries, arguments, and evidence from a wide range of perspectives and interest groups. We gather these perspectives not because we hold them but because we hear them – and because we know that public decisions emerge from diverse mixes of voices.

An example: the USDA and agricultural biotechnology. Here are three recently added documents that reflect quite different “takes” on the role of the U.S. Department of Agriculture, in relation to agricultural biotechnology:

Reference: “Sowing secrecy: the biotech industry, USDA, and America’s secret Pharm Belt
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Reference:“Food fetish: let them eat Peruvian purple potatoes.
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Reference: “Report: Agriculture Department ‘highjacked’ by corporate interests
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Benefits of getting agricultural information to women.

“Targeting women in agricultural technology dissemination can have a greater impact on poverty than targeting men.” That suggestion for communicators comes from the International Food Policy Research Institute. A recent IFPRI assessment of the impact of vegetable and fishpond technologies on poverty in rural Bangladesh led to this finding:

“Untargeted technology dissemination was more likely to benefit men and better-off households. Efforts designed to reach women within poor households – such as through NGO provision of training and credit for vegetable improvement – achieved greater impacts on poverty.”

Reference: Women: still the key to food and nutrition security
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Recovering costs of country-of-origin labeling.

“An increase in aggregate consumer demand of 2% to 3% is likely sufficient to offset lost producer welfare due to COOL costs.” Researchers Jayson Lusk and John Anderson reached that conclusion through an equilibrium displacement model of the farm, wholesale and retail markets for beef, pork, and poultry.

Reference: Effects of country-of-origin labeling on meat producers and consumers

Communicator activities approaching

April 20-22, 2005
“Blazin’ horizons.” 2005 Agri-Marketing Conference and Trade Show of National Agri-Marketing Association (NAMA) in Phoenix, Arizona USA.

April 29-May 2, 2005
Annual meeting of the Turf and Ornamental Communicators Association in Memphis, Tennessee USA.

May 15-21, 2005
“Globalization of information: agriculture at the crossroads.” Eleventh World Congress of the International Association of Agricultural Information Specialists and biennial conference of the U.S. Agricultural Information Network in Lexington, Kentucky USA.

May 31-June 4, 2005
“Ideas and missions/Ideas y misiones.” Joint conferences of the Association for Communication Excellence in Agriculture, Natural Resources, and Life and Human Sciences (ACE), National Extension Technology Conference (NETC), International Agricultural Communicators of Tomorrow (ACT), and Extension Video Producers (EVP) in San Antonio, Texas USA.

June 4-7, 2005
“Mile high energy: reaching your communications peak.” 2005 Institute of
the Cooperative Communicators Association (CCA) in Denver, Colorado USA.

June 9-11, 2005
“Horse by Northwest.” 2005 Seminar of American Horse Publications (AHP) in Seattle, Washington USA.

Too many agricultural papers?

We close this issue of ACDC News with a thought from Henry Jackson Waters, president of the Kansas State Agricultural College in 1917:

“We may wonder at times if we have too many agricultural papers, but we may as well ask ourselves if we haven’t too many churches or too many schools, for the farm paper is a necessary part of the large program which these institutions are helping to carry out.”

Eighty-eight years later, his words still underline the enduring importance of agricultural periodicals and other communications tools that help people on the land improve their lives, their efforts and their life-sustaining service to others.

Reference: Preparation for editorial work on farm papers

Best regards and good searching.

Please pass along your reactions, suggestions, and ideas for ACDC. Feel free to invite our assistance as you search for information. And please suggest (or send) agricultural communications documents we might add to this unique collection. We welcome them in hard copy (sent to Ag Com Documentation Center, 510 LIAC, 1101 S. Goodwin Avenue, Urbana, IL 61801) or electronic form at .
April, 2005
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