Publications
Publications
- December 2001
- HBS Case Collection
Reporting on Agribusiness in the 21st Century
By: Ray A. Goldberg and Anne M Fitzgerald
Abstract
Agriculture is not what it used to be. Neither is coverage of the industry by news organizations. A century ago, about 40% of the U.S. population lived on the farm, and one in three U.S. jobs was tied to agriculture. It made sense for daily newspapers to cover farming and to write for farmers. But now, less than 2% of the U.S. population lives on the farm, and a similarly small percentage of U.S. employment stems from agriculture. News organizations face a quandary: Covering agriculture for farmers no longer makes sense, and reporters must cover the industry differently. The question is how? In addition, the genetic revolution has created an agriceutical system, and the functions performed and the people performing have all changed. Unfortunately, news editors are not knowledgeable enough to understand the significance of this change and inform their readers about it. This case addresses how to change this perception.
Keywords
Agribusiness; Newspapers; Media; Perception; Change; Agriculture and Agribusiness Industry; United States
Citation
Goldberg, Ray A., and Anne M Fitzgerald. "Reporting on Agribusiness in the 21st Century." Harvard Business School Background Note 902-421, December 2001.