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| Saving mangoes through newspaper advertisements! | | |  Early Times Report
Jammu, Apr 3: The official of the Horticulture department Jammu seem to be living in a "fools paradise." They seem unaware about the ground realities. They are trying to reach out to the farmers by issuing advertisements in English language and that too through those newspapers which are hardly read by the farmers.
It's an established fact that farmers read the newspapers in local languages and not in English. The million dollar question is why the Horticulture department issued an advertisement in English language that too in the dailies which don't reach the farmers. "It looks like that officials want to keep media in good humor or want to prove it to their bosses that they are working very hard," opined a critic. "Such advertisements don't serve any purpose and it's just wasting public money for nothing," he added.
The advisory for the mango growers states that they should take series of measures to save their crop. There is no harm in issuing such advisories. In fact, the experts need to intervene at regular intervals to save the orchardists and the crop. However, this has to be done in a systematic manner so that the farmers benefit.
The problem with the departments dealing with farmers is that they issue the advisory in a section of press and that too in an alien language. People who do media campaigning for various programmes have some advice for the authorities.
According to them, before issuing an advisory, a survey has to be conducted to ascertain how and when the advisory has to be issued. The survey must also make a mention of the medium to be used for publicizing such advisory. The survey must also tell the authorities the reach of the newspaper to be used for the campaign.
There was a time when the authorities would go to the villages and show documentaries to the farmers in their own language. This had an impact. However, today it is done through newspapers.
The authorities have to bear in mind that the agriculture forms the backbone of the state and has to be taken seriously. The authorities must take the experts to the villages to make their campaign more fruitful. |
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