Change in· small farm operations will not be achieved without communication. Communication will·. be · successful only if primary consideration is given to the characteristics ., attitudes and needs of the target audience. The content of the message and how it is perceived by the target audience is critical to the success of the program. Innovations should be simple, compatable with existing enterprises, and have a relative advantage over current pract;i.ces. Interpersonal channels of communication are the most effective in achieving adoption of new ideas. The more the change agent is oriented towa:r:d the target audience the more successful the program.