Reading behaviour of the farmers in Nimar agro climatic region of Madhya Pradesh towards mass media of newspapers

The present study was conducted in Nimar Agro Climatic Region of Madhya Pradesh on Reading Behaviour of the Farmers towards Mass Media. The aim of this study is to know the reading behaviour of the farmers of newspapers. The study was carried out on a sample of 240 mass media user farmers. The data were collected through personal interviews of farmers with the help of a structured interview schedule. Data were analyzed with assist of suitable statistical tools. Vast majority of the farmers had purchased their own newspapers. Maximum of the farmers had motivation for purchasing own newspapers. Vast majority of the farmers had purchased newspapers for news and other information. Majority of the farmers read newspapers alone. Vast majority of the farmers had read newspapers in the morning time. Maximum of the farmers read the newspapers for 30 minutes. Maximum of the farmers’ reader to newspapers preserves the information simply by memorizing in their mind. Vast majority of the farmers had discussed newspapers contents for getting news and current affairs. As far as level of mass media reading behaviour of the newspapers reading farmers were having high level of mass media reading behaviour, respectively.