1. Getting a reading on farmers Collection: Agricultural Communications Documentation Center (ACDC) Contributers: Shapiro, Leo J. (author) and Bombach, Dwight (author) Format: Journal article Publication Date: 1979-03-19 Published: USA Location: Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C18435 Journal Title: Advertising Age Journal Title Details: 50(13) : S2 Notes: Describes "marketing rules" for selling to farmers, ranchers and their families; information sources used by farmers; and research on what farmers want in products such as trucks, tractors and seeds.