Author suggests the role of agricultural editors is not to speak to consumers about the importance of agriculture, but to speak to producers about the importance of consumers.
Reports that focus group research among farm readers shows they want information that is not a commercial on the editorial pages they read. "Isn't it strange? The very credibility these folks crave is the first thing to disappear when publishers agree to relax their standards."
Author uses the career of a musician to emphasize the value of determining what part of your writing talent is unique, then "carefully create the best possible surroundings for that talent to grow and flourish."
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