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Excerpts from the report Summary: Farmers and tradesmen in the Southwest like the present system of Federal-State market news reporting, according to the study on which this report is based. Two hundred and one feed-grain and livestock producers and 205 feed-grain and livestock tradesmen were interviewed concerning (1) the information media they use; (2) their use of market information; (3) their evaluation of present information; and (4) projected needs for the future. These respondents were located throughout Arizona, Kansas, New Mexico, Oklahoma, and Texas. The most commonly reported information channel was face-to-face conversation with other farmers or tradesmen. Unfortunately, respondents were unable to report the information media used by their face-to-face informants. Also, only 31 percent of all producers were aware of the extent to which TV, radio, and trade newspapers and magazines rely upon Federal-State market and situation reports as sources for their information.


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