当前,尼日利亚农业部正在吸引大量有文化但对农业产品技术知识知之甚少的投资者。农业产品的潜力在印刷媒体中有待开发来进一步宣传农业信息,促进农业产业的成功。因此,本研究调查了尼日利亚奥约州伊巴丹市报刊中农业广告与读者关系。从当地政府部门中得到了401名农民的名单,从中随意选择了122名(30%)的农民作为研究对象。设计了结构完整的问卷调查表,调查表包含单一答案和开放式答案的问题,用于启发受调查者对问题的看法和意见。分析结果表明,大多数调查者(52.69%)的年龄在30到50岁之间,82.52%的受访者的识字能力在小学水平之上。婚姻状况方面,75.8%的已婚,80.0%的农民把从事的农业活动作为第二次教育,27.5%的农民有超过26年的农业经历。60.8%的调查者反映曾经阅读过报刊,有高达14.2%的人一周至少一次读报。在受调查者对农业广告的认识和态度上,分别有59.2%and74.2%的人喜欢广告。推论性的统计分析表明教育程度(卡方=21.07:p值≤0.01)是与受调查者对农业广告的认识紧密联系的。然而,婚姻状况和农业经历(卡方=10.48;p值≥0.57)并不相关。农民对报纸中的农业态度和认识的关联分析是非常有意义的(r值=0.385;p值≤0.000)。农业广告是意识创新的先驱,促进农业企业,对农业信息的宣传,能够在农业人口群体内部和外部获得更大的影响面。 At present, the Nigerian Ministry of Agriculture is attracting a large number of investors who have little knowledge of agricultural products and technical knowledge. The potential of agricultural products has yet to be developed in the print media to further promote agricultural information and promote the success of the agricultural industry. Therefore, this study investigated the relationship between agricultural advertising and readership in the newspapers and magazines of Ibadan City, Oyo State, Nigeria. A list of 401 farmers was obtained from local government departments, and 122 (30%) of the farmers were randomly selected as research objects. A structured survey questionnaire was designed. Questionnaires contain questions for both single and open answers. They are used to inspire the respondents’ opinions and opinions on the issues. The results of the analysis showed that most respondents (52.69%) were between the ages of 30 and 50, and 82.52% of the respondents had literacy above the primary level. In terms of marital status, 75.8% of them are married, 80.0% of the farmers regard the agricultural activities they undertake as their second education, and 27.5% of the farmers have more than 26 years of agricultural experience. 60.8% of the respondents reported that they had read the newspapers. Up to 14.2% of them read newspapers at least once a week. About 59.2% and 74.2% of the surveyed people’s awareness and attitude toward agricultural advertisements were in favor of advertising. Inferential statistical analysis shows that the educational level (Chi-squared = 21.07: p-value ≤ 0.01) is closely related to the respondents’ knowledge of agricultural advertising. However, marital status and agricultural experience (Chi-square = 10.48; p-value ≥ 0.57) are not related. The association analysis of farmers’ attitudes and understanding of agriculture in newspapers is very significant (r = 0.385; p = 0.000). Agricultural advertising is a pioneer of consciousness innovation. Promoting agricultural enterprises and propagating agricultural information can gain greater influence within and outside the agricultural population group.