Academic & Law Serials


Indian Journal of Social Research Vol.56 (4) (July - Aug, 2015) (669-675)


V Uma, K M Sakthivel,  N Narmatha*
*Professor and Head, Department of Veterinary and Animal Husbandry Extension
Veterinary College and Research Institute, Namakkal - 637002, Tamil Nadu

N Akila
Associate Professor and Head, VUTRC, Karur


Insight of the readers about the farm magazine Kalnadai Kathir published by Tamil Nadu Veterinary and Animal Sciences University in regional language was analysed to find out its significance towards the dissemination of scientific animal husbandry information to the readers and to improve the outlook of the magazine. The results revealed that most of the respondents were middle aged, subscribed even before ten years by their own interest. Majority read almost all the issues and their interest in reading varied with the articles.  Readers opined that the articles fulfilled their information need to some extent and there should be change in the outlook of the magazine. Readers expected that mode of presentation of articles should be a combination of essays, conversations and question and answer mode. The frequency of magazine to be increased with inclusion of pictures, colour pages and advertisements. Majority opined that subscription rate of annual and life membership can be increased.

Key words: Farm magazine, Opinion, Expectation, Readers behaviour


Timely dissemination of technologies in right form to right farmers is necessary to get the best benefit. Print media provides an excellent opportunity for communicator to convey precise and timely information to a larger section of their clientele. (Shirke and Sawant, 2006). Print media has been accepted as an important means of communication. It is the greatest channel of communication in every field. The printed information remains more permanent and ensures greater accuracy. Hence publishing scientific technologies on livestock farming through research journals and magazines will sensitize farmers in livestock farming.

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