Introduction: "Extension editors are outgrowing their title. An individual in information work for the Agricultural Extension Service today must be more than an editor; more than a radio or news man; more than a teacher; more than an experienced specialist or agent who knows how to write and speak through mass media. If we in agricultural extension information are to realize the full potential of our work, we must develop a new profession."
Author observes that agricultural college editors have an inferiority complex. "I am firmly convinced that the general level of the output of the editorial offices is far higher than that of many of the other departments with which you work."