Journal of Extension Becomes an Electronic Journal

The Journal is currently supported primarily by bulk subscriptions from state Extension Services. Most states provide a free copy of the Journal either to individual faculty members or each unit in their organization. This financing arrangement was initially proposed to Extension directors, through ECOP, as a three-year trial, during which alternatives would be explored to make the publication financially self-sufficient. The alternatives of selling advertising and assessing authors page charges were studied and rejected, in part because they wouldn't raise enough money. With an annual budget in the range of $130,000, the major expenses for the Journal are the cost of paper and printing and maintaining a production office and staff at the University of Wisconsin. These major expenses had to be addressed.

Our analysis of the Journal began with a national survey of the publication's readers conducted by James Summers and Kenneth Pigg, University of Missouri. The mail survey was administered in February 1993 to a ran-dom sample of 550 out of the 10,500 readers. More than 73% of the sample responded. Survey results included:

• Sixty-five percent of the sample said it was important to have a professional peer-reviewed journal for CES.
• Most readers skimmed and filed the Journal, using it as an archival reference tool rather than as a source for the newest information from the field.
• Only about 30% of the subscribers were willing to pay for the Journal.
• Respondents are relatively satisfied with the Journal as a publication.

This readership survey led the board to conclude the Journal couldn't be sustained by reader subscriptions apart from institutional support. It also suggested that while elements of the publication are satisfactory, there could be improvements, particularly in content, relevance, and timeliness.

The board began its feasibility studies with a literature review of electronic publications conducted by Trish Sachs of the University of Massachusetts. The board also initiated an electronic pilot study in 1993. The one-year test was designed and conducted by the University of Wisconsin-Extension to produce and distribute the Journal electronically using Internet and Almanac. The test participants were Extension faculty at 13 land grant universities in 12 states. Preliminary results of the October 1993 survey of a random sample of 400 from the potential electronic Journal readership indicated:

• 39% had personally accessed the the electronic Journal of Extension (EJOE) since January 1993.
• No dominant pattern of use emerged. The most frequent response was that readers skimmed or read the material on screen, printed some or all of it, but didn't save it to a file. * The average satisfaction rating for EJOE was between neutral and satisfied.
• 23% of respondents indicated the format should be one more suitable for electronic journaling.

The electronic pilot test also provided information on faculty access to computers and the feasibility of electronic distribution. It's clear the availability of computers exceeds faculty knowledge and use of electronic communications and databases. Thus, the change to an electronic journal will need to be accompanied by both training within the Extension System and marketing of the Journal.

Concerns have been raised about an electronic journal, primarily in terms of access (What about field staff without computers on their desks?) and preference (What about people who want their publications in hard copy?). We don't have any easy answers to those questions. But we do assume that as an organization whose primary product is information, the Extension System's survival will depend on its continued acquisition, use, and leadership in information technology for education. At the same time, we note the electronic format opens new opportunities. It creates the possibility for greatly expanded author participation, immediate feedback and e-mail "conversation" about articles, and a timely release of articles.

As part of the change to an electronic journal, the University of Wisconsin Journal publication office will be closed. Both the editorial and technical functions associated with producing the Journal will be rotated among different land grant universities for two-year terms.

Virginia Cooperative Extension at Virginia Polytechnic Institute and State University will serve as the first host institution for the electronic journal. Michael Lambur will be the editor and Tom McAnge will be technical adviser. Virginia Tech will play a critical role in further developing the content and format of the electronic journal as well as the technical means of distribution.

The state Extension Services are providing support for the electronic journal in the form of a volunteer institutional sustaining subscriber fee that's considerably less than their previous subscription charges. ES-USDA, which provided financial support for the electronic journal pilot study and its evaluation, will continue to help support development of the electronic journal.

On behalf of the board of the Journal of Extension, we want to express our appreciation to the Extension Committee on Organization and Policy, state Extension directors, and ES-USDA for their continued support; to the Universities of Wisconsin, Massachusetts, and Missouri for their expertise in conducting the studies that formed the basis for our decision making; and to everyone who participated in the pilot test and surveys. We look forward to this giant step into the information age for the Extension System with full confidence that it will ultimately help the Journal better serve the needs of Extension professionals.