How audiences use the media

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Scherer, Clifford (author), Yarbrough, Paul (author), and Department of Communication, Cornell University
    Format:
    Conference paper
    Publication Date:
    1991
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 90 Document Number: C06426
    Subject Term:
    audience research, mass media, media effectiveness, media use, print media, sci-tech information, television, trends, and use studies
    Notes:
    James F. Evans Collection, Mimeographed, 1991. 10 p. Paper presented at the USDA/University of Missouri videoconference "Poised for the Press" on September 5, 1991., Print media seem to have a clear edge over television and radio in communicating complex information which requires detailed explanations. Most effective choice of media depends on what needs to be communicated.

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