Ag communicators are heavily moving online. A study I did of agriculture magazines 5 years ago showed that. Do a Google search for ag media and you will find everything from commodity groups to farm broadcasters all working to spread the message of agriculture and rural life online.
While this is a great thing, we must continue our traditional communication practices. When I started researching new media in agriculture I was driven by the numbers of farmers who were not online. Many people at that point 6 years ago felt that this was changing. While it is to a point, a recent report by Pew’s Internet and American Life Project shows that we still have a way to go in rural America. According to their research in 2007 only 60% of rural Americans are Internet users (they note 73% of urban citizens are users). It is obvious there is still a rural-urban digital divide, even though it is very small. For those followers of Everett Rogers’s Diffusion Theory we still have reached all of those late adopters, let alone the laggards.