CTA's Readership

The readership of CTA's publications is extremely varied, which explains why CTA produces many different types of publications. Broadly CTA recognises the following readership categories:

researchers
policy makers and planners
managers
field workers
primary producers and village-level food processors

intermediary categories are:

village librarians
teachers and trainers
information management specialists

The characteristics and requirements of these readership categories and intermediaries are briefly described below (in view of the varied intellectual levels involved, teachers and trainers at primary, secondary and tertiary level are included in the five main readership categories, although they actually belong to the community of intermediaries).

Researchers and tertiary/ university lecturers

Researchers in the ACP countries interact with researchers in the rest of the world, which gives them a good awareness of the possibilities in the field of information. Lack of funds, and the lack of modern information structures such as the Internet, red their possibilities for acquiring the information they need. As this group will be the first to benefit from improved information infrastructures most of the information they need in the future will come via these media. Information in print (especially in book form) is becoming less important to this group; however, periodicals, both electronic and in print, remain major sources of information. Researchers are most easily targeted at their work places.

Policymakers: national planners and politicians

This is a very heterogeneous group with very different educational backgrounds. Their interest is not so much in technical but rather in social-, cultural and macro-economic information. As their professional world is probably the most complex of all groups (with the possible exception of the farmers) they need a lot of background information as well as topical information. The background information they need can be obtained from books; topical information may be obtained through periodicals as well. Decision makers are predominantly to be found in capital cities and usually have the purchasing power to buy books.

Managers of public, commercial and non-governmental organisations; farmer cooperatives; secondary school teachers

The (middle) managers are the link between the field worker and the farmers on the one hand, and the researchers and the decision makers on the other. Much of the information they need must come from the following three sources: new scientific insights from the researchers (in a pre-digested format); new legislation from the politicians and new demands from the farmers through the field workers. As the packages of new technology and legislation do not change as quickly as science does, books are more appropriate here as a means of information transfer. Updates can be provided through a limited number of periodicals. (Middle) managers can be found in the national and provincial capitals in offices that sometimes have (rudimentary) documentation units. They have limited funds with which to buy books.

Field and extension workers, farmers' associations, vocationally trained farmers;
primary school teachers

Field workers and extension staff work alongside farmers but are specialised in one or more areas of the many preoccupations of the farmers. This allows them to study their field more intensively, for which they need practical, and some basic theoretical, information on their specialisations. Basic theory and some generalised practices can best be obtained from small handbooks. However, due to the heterogeneity of all the factors influencing the production system at their level, specific practical information is best provided to them through locally produced practical leaflets.

Primary producers;
village-level food processors

The farmer needs all the above information but on a level understandable to him or her. Coming from an oral tradition and often fluent in his/her local language only, rural radio and field workers are often still the best means to provide information to this group. For organised farmers (farmers' associations and co-operatives) practical information in leaflet/booklet form can be a useful medium as some members of the group will usually have more than just a basic education.

There has also been a recent trend in some countries for more educated men and women to take up farming. As this has been forced upon them by economic hardships, many of them are not real farmers and will return to services, trade and industry as soon as they get a chance. However a minority will succeed in modern agriculture, as will a growing number of the peasant farmers. For this still relatively small, but growing, group books must become available on such topics as farm mechanisation, bookkeeping, seed supply, market strategies, etc.

Village library members

Village libraries can also play a role in the dissemination of practical information 'directly' to the farmers' level. Both book(let)s in the local languages as well as in simple CTA languages with clear "how to" messages are needed at this level. So far many of the existing village libraries carry (foreign) novels and lack practical information that would greatly enhance their usefulness.

Information management specialists

Information specialists are brokers of information. They are only end-users where publications on information and communication management are concerned. All other information goes through their hands rather than being addressed to them.