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One of the major attributions to failures of agricultural R4D to enable boost agricultural productivity in developing countries like Ethiopia is failure to communicate research outputs, millions of dollars spent into, to end users. Failure rooted in lack or improper or faulty implementation of development communication strategies and approaches that are needed embedded with research and extension from initiation through evaluation and reflection. Many sources note this failure has restrained farmers´involvement in technology generation and adoption that research outputs are destined to languish on shelves, instead of being used to effect development. Yet, literature on development communication practices in Ethiopia is scant. This book presents insights into agricultural development communication strategies,approaches, methods and acceptability of the approaches by farmers in Ada´a District, Central Ethiopia and commends courses of action. Especially useful to development communication planners, decision-makers, researchers and agricultural extentionists, it is a vital read for development communications educators and students, too.

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Matebu Tadesse, M.A., is Copyeditor and Communications Specialist. He has copyedited and designed a range of books, monographs and journal articles at Organization for Social Science Research in Eastern and Southern Africa, Ethiopian Agric.Research Organization and Plan International-Ethiopia! and published many articles in newsletters and websites.

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