Date of Award
Master of Arts (MA)
The relationship between information content and Starch readership scores in The Farmer magazine from 1979 through 1985 was investigated. The information content of the agricultural advertisements was determined through content analysis using criteria developed to assess the amount of information that contributes to a rational buying decision. The results indicated that 99.4 percent of the advertisements contained information. There was a decrease in the average number of information cues per advertisement over time. There were no significant positive correlations between the information content and the readership score over time for any of the agricultural product categories studied. There were several significant negative correlations between the information content and the readership score. The significant correlations show that in some cases a high amount of information in an advertisement results in a lower readership score.
Huso, Nathan J., "An Examination of the Relationship Between Information Content and Readership in Agricultural Advertising" (1988). Theses and Dissertations. 2958.