The goal of the Mississippi State University Extension Service (MSU-ES) is to improve the quality of life for all Mississippians. One specific group that agricultural change agents work with at the county level is beef producers. Grazing lands have received much attention over the last few years regarding environmental concerns and Best Management Practices (BMPs) for beef cattle operations. The adoption of these practices was voluntary during the time this study was conducted, however; adoption was highly encouraged by the MSU-ES and the Natural Resources Conservation Service (NRCS). By knowing the level of adoption of BMPs that Mississippi beef producers have implemented, change agents can more effectively plan educational programming efforts for producers to better understand the importance of BMP adoption. The purpose of this study was to describe the adopter categories of Mississippi beef producers as determined by Rogers (2003) adopter characteristics generalizations based on their (1) socioeconomic status, (2) personality values and communication behavior, and (3) opinions. It also examined the correlations between the adopter categories to predict the level of the three BMPs being studied. The adopter categories were innovator, early adopter, early majority, late majority, and laggard. The three BMPs that were the focus of the study were rotation grazing, riparian buffers, and pasture renovation. The results of the study indicated that Mississippi beef producers could be correctly identified in the adopter categories. By identifying the adopter categories of the Mississippi beef producers and then examining the correlations among the variables, prediction of BMP adoption of rotational grazing and riparian buffers was possible. The relationships between MSU-ES agents and their programming efforts, as well as the relationships between NRCS district conservationist and their programs, were studied. Nonoption, though not an adopter category, was also examined and the reasons for it were cited.

This study examined the impacts of a beef cattle newsletter, “Beef Cattle Time,” on Tennessee beef producers. The purpose of this study was to assess the impacts of “Beef Cattle Time” as perceived by Tennessee beef producers on the utilization, satisfaction, benefit, and future of this newsletter. A self-developed, seventy-six question, survey was mailed to 639 randomly selected Tennessee beef cattle producers. Two hundred seventy six (43%) participants responded. One hundred thirty-four (48.6%) reported reading “Beef Cattle Time” and 142 (51.4%) had never read “Beef Cattle Time.” The utilization of “Beef Cattle Time” as a source of information was found to be used less than other sources of information by all respondents. The most popular source was that of cattle and farm magazines. Those beef producers who read “Beef Cattle Time,” were quite satisfied with it as a publication, and it was considered to be beneficial to those producers who did read it. Beef cattle producers did want to see “Beef Cattle Time” continue into the future.

This study examined the impacts of a beef cattle newsletter, “Beef Cattle Time,” on Tennessee beef producers. The purpose of this study was to assess the impacts of “Beef Cattle Time” as perceived by Tennessee beef producers on the utilization, satisfaction, benefit, and future of this newsletter. A self-developed, seventy-six question, survey was mailed to 639 randomly selected Tennessee beef cattle producers. Two hundred seventy six (43%) participants responded. One hundred thirty-four (48.6%) reported reading “Beef Cattle Time” and 142 (51.4%) had never read “Beef Cattle Time.” The utilization of “Beef Cattle Time” as a source of information was found to be used less than other sources of information by all respondents. The most popular source was that of cattle and farm magazines. Those beef producers who read “Beef Cattle Time,” were quite satisfied with it as a publication, and it was considered to be beneficial to those producers who did read it. Beef cattle producers did want to see “Beef Cattle Time” continue into the future.