oin contact with other government officers, such as
 education officers;
 w frequently listens to radio farming programmes or
 frequently reads magazines;
 o member of co-operative society;
 oin possession of title deeds.
If Dr Mbula is right, you should pay particular attention to
the degree of education and training a farmer has accumu-
lated, to his financial and social status, when you are
choosing a contact farmer.
However, remember that you are responsible for communicating
your information to all farmers in your area. You cannot rely, in
total, on selective contact farmers with education and financial
status. Look hard for the social and other ties that bind the less
affluent farmers and their families. Look for other commonalities,
such as interests in children's schools, church bodies, and other
groups.

Media Messages
A surprisingly high number of the farmers in the research sample
were found to be listeners to the radio, readers of newspapers and
magazines, and visitors to agricultural shows and exhibitions. A
successful project uses such media sources to reinforce the face-to-
face meetings with farmers.
To produce such educational and informative material is not your
own responsibility; but you will need to be familiar with the kinds
of information transmitted through these channels so that you can
relate and time your own information and material to these mass
media messages.
In the world of selling agricultural products, it is said that two
factors are vital:
 Advertisements in the national press and
 broadcasting;
 The travelling salesman.
However good one of these factors may be, it cannot be really
successful without the other. The salesman gains his credibility
from the national advertising. But farmers often need the direct
contact with a salesman before they actually buy a product. A
similar pattern holds for extension projects. You are the salesman.