Reports results of a national survey among experiment station editors about their present information organization and their suggestions about how they would like their present setup changed for more efficient operation. Seventy-eight percent cast their vote for a coordinated setup (involving agricultural research, extension and possibly resident instruction). Fifty-four percent of respondents operated currently in a coordinated setup and like it; 24 percent operated in a decentralized arrangement but wanted to change.
"We are not going to reverse trends affecting our profession, but if we can see where they are going, we can position ourselves for the winning shot. This leads to the second point. We need to see the future clearly. I contend that many of the issues described by Whiting are in actuality indicators of two larger trends: an increasingly diverse audience and the need for universities to be more entrepreneurial." Author calls for communications departments and centers to think and act more collectively rather than individually.
