Rural Cooperatives

Created by
QINGCHARLES
Updated over six days ago
Edit Article View Edit History Delete Article Watch Article Report Article

Rural Cooperatives was a bimonthly trade magazine focused on cooperative businesses in rural America (Rural Cooperatives - Wikipedia) ( Co-op Magazine - OMB 0570-0007). It was published by the U.S. Department of Agriculture (USDA), most recently through USDA Rural Development’s Rural Business-Cooperative Service, and provided news and educational articles about agricultural and non-agricultural cooperatives (Rural Cooperatives Magazine | U.S. Government Bookstore). First issued in April 1934 under the USDA’s Farm Credit Administration, the magazine ran for 84 years until its final issue in January 2018 () (Publications for Cooperatives | Rural Development). It was the USDA’s oldest continuously published periodical and was launched in the wake of the Cooperative Marketing Act of 1926, which tasked USDA with promoting cooperatives through education and research (Rural Cooperatives - Wikipedia). The magazine’s mission was to increase understanding of the cooperative business model among its target audience of cooperative leaders, farmers, and rural development professionals, making it a significant source of information on the U.S. cooperative movement (Rural Cooperatives - Wikipedia) ().

History

Founding and Early Years (1930s–1950s): Rural Cooperatives traces its origin to News for Farmer Cooperatives, first published in April 1934 by the USDA Farm Credit Administration (). The creation of the magazine followed Congress’s passage of the Cooperative Marketing Act, which empowered USDA to educate farmers about cooperatives (Rural Cooperatives - Wikipedia). In its early years, the periodical was issued monthly and served as a newsletter for farmer co-op organizations. The Farm Credit Administration published News for Farmer Cooperatives through December 1953 (News for farmer cooperatives - Catalogue | National Library of Australia). During this era, the publication focused on agricultural marketing co-ops and finance, reflecting New Deal initiatives to strengthen farmers’ economic position through cooperative efforts.

Transfer to USDA Cooperative Services (1954–1975): In January 1954, publication responsibility shifted to the USDA’s Farmer Cooperative Service, as the Farm Credit Administration ceased involvement (News for farmer cooperatives - Catalogue | National Library of Australia). The magazine continued under the original title and monthly frequency. Through the 1950s and 1960s, News for Farmer Cooperatives expanded its coverage to include success stories of farm supply co-ops, dairy and grain cooperatives, and rural electric cooperatives emerging under the Rural Electrification Administration. By the 1970s, the magazine had become an established USDA information outlet for all farmer-owned enterprises. In 1976, the journal shortened its name to Farmer Cooperatives, reflecting a modernization of its image while still focusing on farm and credit co-ops (Rural Cooperatives - Wikipedia). This name change marked the end of volume 42 (Jan. 1976) of the original series (News for farmer cooperatives - Catalogue | National Library of Australia) and the start of a new chapter.

Name Change to Rural Cooperatives (1990s): The late 1980s and early 1990s brought organizational changes in USDA. The Farmer Cooperative Service was later restructured as the Agricultural Cooperative Service and eventually merged into the newly formed Rural Business-Cooperative Development Service in 1994 (). In 1996, the magazine was relaunched under the title Rural Cooperatives, to signify a broader scope beyond agriculture (News for farmer cooperatives - Catalogue | National Library of Australia). This change coincided with USDA’s Rural Development mission expansion, and the content began to regularly include rural utility cooperatives (e.g. electric, telephone) and consumer cooperatives, in addition to traditional farm co-ops. The publisher at this time was the USDA Rural Business-Cooperative Development Service (later renamed Rural Business-Cooperative Service). The revamped Rural Cooperatives magazine continued the volume numbering of its predecessors (for example, 1996 issues fell in Volume 63) and shifted to a bimonthly schedule ( Co-op Magazine - OMB 0570-0007).

Later Years and Discontinuation: Throughout the 2000s, Rural Cooperatives maintained its role as USDA’s flagship cooperative publication, covering evolving topics such as biofuels co-ops, local foods, cooperative governance, and technology in rural cooperatives. Longtime USDA journalist Dan Campbell served as editor during the 2000s and 2010s, guiding the magazine’s editorial direction (Rural Cooperatives Magazine, January/February 2018). By the 2010s, the magazine was published in a print and PDF format every two months. On its 75th anniversary in 2009, USDA noted the periodical’s enduring contribution to cooperative education ([PDF] cooperatives - Rural Development - USDA). However, budgetary and organizational shifts eventually led USDA to cease the publication. Rural Cooperatives released its final issue in January/February 2018, concluding its 85th volume (Publications for Cooperatives | Rural Development). The last issue’s publication quietly marked the end of an era; no official press release was issued about the closure, but cooperative sector observers lamented the loss. A 2019 white paper on USDA’s cooperative programs described the magazine’s termination as part of a “gutting” of USDA’s cooperative development efforts, noting that it had built a strong following up to its end () (). After January 2018, no further issues were produced, ending an uninterrupted run from 1934 to 2018.

Editorial Content and Focus Areas

Themes and Topics: The magazine’s content centered on news, case studies, and educational features about cooperatives. Major focus areas included agricultural cooperatives (such as grain, dairy, and farm supply co-ops), rural utility cooperatives (electricity and telecommunications), credit and financial co-ops (e.g. Farm Credit system news), and later, consumer and service co-ops in rural communities (Rural Cooperatives Magazine | U.S. Government Bookstore). Articles often highlighted how cooperatives help rural people organize for mutual benefit – for example, forming marketing co-ops to get better prices, or rural electric co-ops to bring power to farms. Policy and legislative updates affecting co-ops were also covered, along with best practices in cooperative management and governance. The editorial approach was informational and promotional: many pieces celebrated co-op success stories or profiled innovative co-ops to inform and inspire readers (Rural Cooperatives Magazine - Ed.coop). At the same time, the magazine did not shy away from challenges; it ran pieces on cooperative failures, consolidation trends, and the impact of economic changes on co-ops, providing analysis and guidance.

Recurring Columns and Departments: Rural Cooperatives featured several regular departments. A typical issue included a “Newsline” section compiling brief news items and updates from cooperatives around the country (mergers, new co-ops, notable co-op leader appointments, etc.). Another staple was the annual Index – each November/December issue contained an index of all articles published that year, aiding readers in locating topics (Rural Cooperatives Magazine | U.S. Government Bookstore). Issues often opened with a Commentary or editor’s note by the editor (Dan Campbell in later years), offering perspective on a timely cooperative topic or theme for that issue. Feature articles formed the core of each issue, usually ranging from in-depth profiles of individual cooperatives to trend pieces (for instance, coverage of how co-ops are addressing rural healthcare or renewable energy). The magazine also devoted special sections to National Co-op Month every October. For example, the September/October 2012 issue included a Co-op Month special section highlighting cooperative accomplishments and a USDA Secretary’s proclamation of Co-op Month ( Co-op Magazine - OMB 0570-0007) ( Co-op Magazine - OMB 0570-0007). Additionally, many issues presented the “Top 100” cooperatives list: an annual ranking of the largest U.S. agricultural cooperatives by revenue, accompanied by analysis. This popular annual feature provided insight into the economic performance of the cooperative sector (e.g., the 2012 issue listed the top 100 co-ops of 2011) ( Co-op Magazine - OMB 0570-0007). Other recurring content included letters to the editor (occasionally), book reviews of co-op related publications, and event notices for cooperative conferences and training workshops.

Special Editions and Supplements: While the magazine did not frequently publish standalone special editions, certain issues were dedicated to specific themes. For instance, some issues in the 2000s focused heavily on value-added agriculture and producer co-ops in response to the growth of farmer-owned processing ventures. In the 2010s, Rural Cooperatives produced issues featuring rural healthcare cooperatives, farm-to-school cooperative efforts, and broadband internet co-ops as these topics emerged. A notable example was a 2017 issue focusing on women in cooperatives, tying in with the centennial of the Cooperative Extension’s women’s programs. Occasionally, the magazine included supplements or pull-outs, such as a cooperative development reference chart or a historical timeline of USDA cooperative services, though these were rare. Overall, the editorial content balanced celebratory stories (“cooperative success stories”) with how-to information (guidance on forming co-ops, legal and financial advice), reflecting its dual role as both a news magazine and an educational resource for cooperative practitioners (Rural Cooperatives Magazine - Ed.coop).

Audience and Readership

Target Audience: The primary readership of Rural Cooperatives consisted of professionals and stakeholders in the cooperative sector. According to USDA, the magazine’s core audience included the leaders and managers of the nation’s farm cooperatives, rural electric and utility co-ops, and farm credit cooperatives, as well as agricultural educators and extension agents (Rural Cooperatives - Wikipedia). Many readers were cooperative board members, CEOs, and employees looking to stay informed about industry trends and other co-ops’ experiences. In addition, rural development officials, policymakers, and researchers interested in rural economics formed a portion of the audience. The magazine was also sent to Members of Congress from rural districts and staff, to inform them of cooperative developments in their constituencies (Rural Cooperatives - Wikipedia). Over time, the readership broadened slightly as the content expanded – for example, rural healthcare or rural grocery co-ops introduced in later years brought in readers from those niches.

Demographics and Reach: The typical reader was a professional in their 30s-60s involved in agriculture or rural business. Geographically, distribution spanned across the United States, with concentrations in the Midwest, Great Plains, and South – regions where agricultural and electric co-ops are numerous. However, copies were mailed nationwide, and some international readers (such as cooperative development academics or organizations abroad) accessed the magazine online. By the 2010s, Rural Cooperatives had a print circulation of about 8,000 and roughly 8,000 electronic subscribers via email, according to USDA records at the time of its final issue (). This indicates a total direct subscribership around 16,000, not counting pass-along readership. Many cooperative extension offices and university libraries kept copies, further extending its reach. The magazine was provided free of charge to those who requested a subscription (as a public service), which helped build a wide distribution among rural stakeholders. It was common for an issue to be shared at co-op meetings or reprinted in part in local co-op newsletters, enhancing its visibility. Overall, while relatively small in circulation compared to commercial magazines, Rural Cooperatives effectively reached the key players in its sector, achieving a niche yet nationwide readership.

Notable Issues, Covers, or Articles

(image) Final issue cover story (Jan/Feb 2018) focusing on mentorship for new farmers. The magazine frequently highlighted contemporary cooperative challenges and achievements, from fostering next-generation farmers to confronting industry consolidation. Over the decades, certain editions and articles stood out for their impact or unique content:

(If specific notable covers or additional standout articles were documented by external sources, they would be listed above. Overall, the magazine’s most notable content often corresponded with major cooperative milestones or earned industry accolades.)

Contributors and Notable Figures

Because Rural Cooperatives was an official USDA publication, its content was produced by a combination of USDA staff writers and contributing authors from the cooperative sector. Over the years, a number of editors, journalists, and cooperative experts became closely associated with the magazine:

Overall, Rural Cooperatives did not heavily emphasize individual bylines or celebrity journalists – many articles were credited to “USDA Rural Development” or similar. Nevertheless, the sustained efforts of its editors (especially Dan Campbell) and contributors ensured a consistent, quality editorial product. Notably, the magazine’s team won respect in the cooperative communication field; for example, in its final year, Rural Cooperatives was honored as the second-best cooperative publication in the nation by CCA, underscoring the talent of its contributors ().

Circulation and Distribution

Print Circulation: Rural Cooperatives was distributed in print at no cost to subscribers, funded by the USDA. In its later years, the print circulation was approximately 8,000 copies per issue (). Copies were mailed bimonthly to a subscriber list that included cooperative organizations, individual co-op members, libraries, universities, and government offices. At its peak in earlier decades, distribution was higher; USDA indicates that combined circulation of cooperative publications (including this magazine and related reports) at times neared 100,000 per year (). The magazine was printed on standard letter-size glossy paper (approx. 28–32 pages per issue in the 2000s) by the Government Printing Office or private contractors. As a U.S. government periodical, it carried a statement that the Secretary of Agriculture had determined it necessary for public business (a requirement for government printing) ( Co-op Magazine - OMB 0570-0007). Interested readers could request a free subscription by contacting USDA, and many cooperative leaders were on the mailing list for decades.

Electronic Distribution: In addition to print, the magazine developed a significant electronic readership. By 2018, about 8,000 readers subscribed to email delivery of Rural Cooperatives, receiving a PDF or a link to each new issue (). Starting in the late 1990s, USDA made the magazine available online. Early on, the USDA Rural Development website hosted HTML or PDF versions of articles. In the 2000s and 2010s, each issue’s PDF was posted on the agency’s site, and a digital archive of recent years was maintained. Organizations like University of Minnesota’s AgEcon Search and other library repositories also archived back issues for download. This online availability expanded the magazine’s reach to readers who preferred digital access or were outside the U.S. The geographic distribution of the magazine thus included not only all 50 states (with highest concentrations in rural counties) but also some international readers accessing it online.

Distribution Channels: Domestically, most print copies were delivered via U.S. Mail, under Periodicals postage rates from Washington, D.C. (the mailing office of record) ( Co-op Magazine - OMB 0570-0007). The Government Printing Office offered Rural Cooperatives as a subscription product as well – for example, in 2012 the GPO annual subscription price was $23, mainly for libraries and institutions that preferred to order through GPO ( Co-op Magazine - OMB 0570-0007). However, the majority of subscribers received it free by direct request to USDA. Copies were also distributed at cooperative conferences, training events, and USDA meetings as handouts. Because of the free distribution and specific audience, Rural Cooperatives did not rely on newsstand sales or retail distribution. Internationally, a few agricultural attachés and cooperative development projects received the magazine, but distribution outside the U.S. was limited and mostly online.

Format Trends: The magazine remained a print-first publication through its life, even as digital access grew. It consistently used a magazine format (letter size, two-column layout, photos and illustrations in each article). Color printing was adopted in the 1980s; by the 2000s, all issues were full-color with professional graphic design (in later years designed by a contractor, KOTA, as credited in issues (Rural Cooperatives Magazine, January/February 2018)). The final issues in 2017 were about 40 pages, reflecting expanded content. After cessation in 2018, no further distribution occurs, but past issues can still be obtained via USDA’s archives or online libraries.

Reception and Influence

Throughout its run, Rural Cooperatives garnered positive reception within the cooperative community and agricultural media. As a government publication, it was not a commercial success measured by sales, but its success was evident in its influence and longevity.

Industry Recognition: The magazine was widely regarded as an authoritative source on cooperatives. It earned multiple awards from the Cooperative Communicators Association (CCA) and similar organizations for its writing and reporting (Sheets, Hamon, Geans: named top co-op communicators. - Free Online Library). For instance, in 2014 the magazine won first place in CCA’s editorial writing category and other accolades for feature articles, reflecting its high journalistic quality (Sheets, Hamon, Geans: named top co-op communicators. - Free Online Library). In its final year, 2018, Rural Cooperatives was honored as the nation’s second-best cooperative publication by CCA, despite having a small staff and budget at that time (). Such awards, often competing against magazines of large cooperative organizations, indicate the esteem held for the USDA publication. The magazine was frequently cited in academic and industry literature on cooperatives; articles from Rural Cooperatives appear in the reference lists of books, research papers, and extension bulletins about cooperative business (demonstrating its role as a credible source of information) ((PDF) Rural Cooperatives Magazine - Academia.edu) ((PDF) Rural Cooperatives Magazine - Academia.edu).

Reader Feedback: Over the years, letters to the editor and testimonials suggested that readers found Rural Cooperatives both informative and inspirational. Cooperative managers often commented that an article about another co-op gave them ideas to implement in their own. Rural development officials praised the magazine for disseminating best practices. The magazine’s mix of success stories and frank discussions of challenges struck a balance that earned reader trust. According to USDA, many issues of the magazine would prompt direct inquiries to the department’s cooperative specialists from readers wanting more information on a featured topic, indicating active engagement. The strong following mentioned in internal USDA reviews is evidenced by the roughly 16,000 direct subscribers by 2018 and “many more” reading it online beyond that (). Even after its discontinuation, back issues remain in demand among cooperative educators and historians, showing its lasting influence.

Impact on the Cooperative Movement: Rural Cooperatives played a unique role in the U.S. cooperative movement by providing a national, cross-sector platform. It linked diverse types of co-ops (farm, electric, credit, consumer) under a common discussion forum. This helped foster a sense of a broader cooperative community. For example, a grain elevator co-op manager in Kansas could read about a rural telephone co-op in Alabama tackling broadband gaps, possibly sparking cross-sector learning. The magazine also documented significant historical developments: it covered the waves of co-op mergers in the 1990s, the biofuel co-op boom in the 2000s, and the resurgence of local food co-ops in the 2010s, often framing these in context. Leaders in the cooperative sector have acknowledged that Rural Cooperatives served as a key educational tool – one cooperative development specialist wrote that the magazine “spread the word” about the benefits of cooperatives in ways that individual co-ops or academia could not ([PDF] R ural COOPERATIVES - USDA Rural Development) (). In short, the magazine had a notable influence by informing policy (some Congressional staff used its data on co-ops), guiding practice (through how-to articles), and preserving cooperative history.

Critically, there was little negative reception of Rural Cooperatives in public forums – it was generally viewed as a constructive publication. Its objectivity was seldom questioned, likely due to USDA’s non-partisan approach and the factual nature of articles. If anything, the only critique occasionally heard was that the magazine may have been inclined to highlight successes more than failures (given its promotional mission), but it did address difficulties faced by co-ops as well. In summary, Rural Cooperatives achieved a respected status within its niche; it was considered “the voice of USDA cooperative programs”, and its absence after 2018 has been felt as a void by many in the cooperative sector.

Digital Presence and Online Strategy

Website and Archive: In the early years (1930s–1980s), Rural Cooperatives existed only in print. With the advent of the internet, USDA gradually developed an online presence for the magazine. By the late 1990s, the USDA Rural Development website featured a section for Rural Cooperatives Magazine, where users could read selected articles or download issues in PDF. From roughly 2000 onward, PDF editions of each issue were available online, often posted concurrently with the print release. The website (often at rd.usda.gov/publications/rural-cooperatives-magazine) eventually hosted more than a decade of back issues for free download ([PDF] Rural Cooperatives magazine) (Publications for Cooperatives | Rural Development). This online archive allowed readers to search past content and greatly enhanced accessibility (for example, cooperative extension agents could easily share article links via email).

USDA also created a searchable index tool for the magazine’s content. As of 2018, the agency offered a “magazine topic search” service – effectively a database of Rural Cooperatives articles by subject, accessible upon request (Publications for Cooperatives | Rural Development). This indicates an effort to maintain the magazine’s utility in the digital age, even as the publication itself ended. After discontinuation, USDA’s website noted that the magazine was “no longer in circulation” and provided contact information (CoopInfo@usda.gov) to request archived copies or use the search tool (Publications for Cooperatives | Rural Development). Thus, while the site no longer actively posts new issues, it still serves as a repository and reference point for the legacy content.

Email and Social Media: In terms of distribution, USDA enabled an email subscription whereby readers could sign up to receive Rural Cooperatives electronically. This was part of USDA’s GovDelivery system in later years. By 2010, thousands of subscribers got an email notice (often with a PDF attachment or download link) for each new issue (). This was a key component of the magazine’s online strategy to reach readers more quickly and cost-effectively. On social media, Rural Cooperatives had a more limited footprint. USDA Rural Development’s Twitter and Facebook accounts would occasionally share links to Rural Cooperatives articles or announce a new issue, especially during Co-op Month or if an issue had a high-profile story. However, there were no dedicated social media accounts for the magazine itself. Given its government nature and niche audience, the push was more through direct email and the USDA website rather than interactive social media campaigns.

Integration with Other Digital Content: The magazine’s content sometimes cross-pollinated with USDA’s other digital content. For example, feature stories from Rural Cooperatives would be adapted or summarized on the USDA blog, especially if they tied into USDA initiatives. An example is a 2014 blog post by Acting RD Under Secretary Doug O’Brien during Co-op Month that drew from stories in Rural Cooperatives magazine to illustrate co-ops’ impact (Rural Cooperatives Magazine | Home - USDA). Additionally, PDFs of the magazine were made available on third-party platforms like AgEcon Search (University of Minnesota) and academia.edu by researchers, broadening its digital presence beyond the official site.

Notably, Rural Cooperatives never transitioned to a purely digital magazine or an interactive webzine – it remained tied to its PDF/print format. By the time of its cancellation in 2018, USDA had not established a successor blog or e-newsletter specifically for cooperative news, leaving a gap in digital outreach. The enduring availability of past issues online mitigates this somewhat, as practitioners can still find historical articles. In summary, while the magazine’s online strategy was modest, it successfully provided open access to its content and ensured that Rural Cooperatives remained a referenceable resource on the web.

Business and Financial Aspects

Funding Model: Rural Cooperatives was financed entirely by the U.S. Department of Agriculture as part of its mandated cooperative promotion and education programs. It did not operate on a profit model; rather, it was a public service publication. Production and mailing costs were covered by USDA’s budget (specifically funds allocated to what was known as Cooperative Services within Rural Development). Each issue included a notice stating that the Secretary of Agriculture had determined the magazine’s publication “necessary in the transaction of public business required by law,” justifying the use of federal funds for its distribution ( Co-op Magazine - OMB 0570-0007). No subscription fees were charged by USDA directly – anyone could request to be added to the mailing list for free. (As noted, the Government Printing Office offered a paid subscription option mainly for institutional procurement, but USDA itself did not charge readers) ( Co-op Magazine - OMB 0570-0007). The magazine also accepted no advertising, in line with most government periodicals; all content was editorial or educational. This meant the publication’s continuity depended on annual federal funding and USDA’s prioritization of cooperative outreach.

Budget and Staffing: The costs for Rural Cooperatives included printing (contracted through GPO or private printers), postage, and a small editorial staff’s salaries. In later years, much of the writing and layout was done in-house by USDA personnel as part of their regular duties, keeping marginal costs low. At its height mid-century, when it was a monthly, the magazine had a larger team (USDA’s Farmer Cooperative Service information division). By the 2010s, staffing had dwindled – reportedly to less than one full-time equivalent devoted solely to the magazine, supplemented by contributions from other staff and freelancers (). Despite these constraints, the magazine continued regular publication, indicating a relatively efficient use of resources. The decision to go bimonthly (instead of monthly) and to utilize digital distribution helped contain costs over time.

Revenue and Sales: As a government-funded magazine, Rural Cooperatives did not generate revenue through sales or ads. Its “value” was measured by outreach impact rather than money. The only minor revenue stream was the nominal subscription fee collected by GPO for libraries that went that route, but those funds likely went to GPO’s cost recovery, not to USDA directly. Essentially, Rural Cooperatives operated as a cost center in USDA’s Rural Business-Cooperative Service. The magazine’s budget was justified by its contribution to USDA’s mission—each issue was effectively an extension of USDA’s technical assistance and education efforts for cooperatives.

Mergers/Acquisitions: The concept of mergers or acquisitions doesn’t directly apply to a government magazine; however, one could consider that Rural Cooperatives “acquired” its predecessors. The continuity from News for Farmer Cooperatives to Farmer Cooperatives to Rural Cooperatives was a form of rebranding rather than corporate acquisition. These transitions were internal shifts reflecting agency reorganizations (for example, moving from Farm Credit Administration to Farmer Cooperative Service in 1954, and into Rural Development in 1994). No private entity ever owned or bought the magazine; it remained a USDA publication throughout its life.

Cost-Saving Measures and End of Publication: In its final years, pressure to reduce government expenditures and duplication likely played a role in discontinuing Rural Cooperatives. The USDA Rural Development mission area, under which the magazine fell, had been streamlining communications. By 2018, USDA may have determined that cooperative information could be disseminated via other existing channels (press releases, websites) without maintaining a dedicated magazine. Indeed, the white paper by cooperative groups suggests the magazine fell victim to wider cuts in the cooperative program (). The end of the magazine eliminated its production and mailing costs (which, while not publicly detailed, were certainly a few tens of thousands of dollars annually). After 2018, those funds presumably were redirected or saved as part of budget cuts. There was no direct successor publication that took over the magazine’s role or assets. Rural Cooperatives as a title simply ceased, with USDA focusing on online fact sheets and occasional reports instead.

In summary, Rural Cooperatives exemplified a publicly-funded publication dedicated to a policy goal (supporting cooperatives). It operated with a modest budget and no profit motive. Its “business model” was one of government service, and the end of that model was a decision driven by administrative priorities rather than market forces.

Controversies and Criticism

Rural Cooperatives was generally free of controversy during its long tenure. As a USDA-produced magazine with informative content, it did not court sensationalism or political controversy. There were no notable public disputes recorded about the magazine’s coverage or editorial stance. By design, its tone was non-partisan and educational, which insulated it from criticism that might be directed at more opinionated or investigative outlets.

The magazine’s content largely focused on positive aspects of cooperatives and constructive problem-solving, so it did not attract public criticism. On occasion, readers from certain sectors might have wanted more coverage on their type of cooperative, but no organized criticism is documented. Likewise, because the magazine was free and did not compete in the commercial marketplace, there was little external critique from a business perspective.

One area where a form of “controversy” could be considered is the discontinuation of the magazine itself in 2018. Within the cooperative community and among former readers, the decision by USDA to cease publication was met with disappointment and some criticism. Advocates for cooperative development lamented that ending the magazine removed a valuable voice and educational tool for cooperatives. A 2019 analysis by cooperative experts pointed out that the magazine had a dedicated following and its termination was viewed as part of a decline in USDA’s support for cooperatives () (). However, this critique was aimed at USDA’s policy choice rather than the magazine’s content. There was no scandal or public outcry—just quiet criticism in trade circles that an important resource was allowed to end.

Internally, the only mild “controversy” might have been the perennial issue of funding. In lean budget years, USDA officials had to justify the magazine’s continuation (hence the formal determination by the Secretary that it was needed for public business). But these were bureaucratic processes, not public controversies. We find no record of Congressional criticism or media exposés about Rural Cooperatives.

In conclusion, Rural Cooperatives enjoyed a reputation for reliability and helpfulness, and it operated without notable public criticism. Its ending, rather than anything it published, is what drew regret and critical commentary from those who valued it. Otherwise, one can say no significant controversies were associated with the magazine throughout its run, reflecting its careful editorial approach and supportive subject matter.

Legacy and Cultural Impact

The legacy of Rural Cooperatives magazine is significant in the context of agricultural and rural business journalism, especially within the cooperative movement. Over eight decades, it not only chronicled the evolution of cooperatives in the United States but also actively promoted and shaped that evolution.

Documenting Cooperative History: Rural Cooperatives serves as a historical archive of the cooperative movement from the 1930s to the 2010s. Generations of developments – from the proliferation of New Deal-era co-ops, through the consolidation waves of the late 20th century, to the innovative co-op models of the 21st century – are recorded in its pages. Researchers and historians can trace how cooperative principles were applied in different eras by reading the magazine’s back issues. For instance, an academic studying rural electrification can find first-hand reports in News for Farmer Cooperatives from the 1940s, while someone examining local food co-ops can read Rural Cooperatives articles from the 2010s. The cumulative index and archived issues (many of which remain accessible via libraries or USDA) make this legacy available today (Publications for Cooperatives | Rural Development). The magazine effectively ended up as the unofficial “record” of USDA’s cooperative service activities and the broader cooperative sector’s milestones. This documentation role is a key part of its cultural impact – it preserved stories of rural people banding together in co-ops that might otherwise have been forgotten.

Education and Outreach: As an educational tool, the magazine influenced countless cooperative start-ups and expansions. Its how-to articles and success story features likely inspired the formation of new cooperatives or improvements in existing ones. Many cooperative leaders have acknowledged reading Rural Cooperatives for ideas. For example, the concept of value-added agricultural co-ops (farmers processing their produce to capture more value) was spread in part through articles in the magazine during the 1990s and 2000s. The legacy here is diffuse but real: the magazine contributed to knowledge transfer in the rural economy. It also helped standardize cooperative terminology and best practices by disseminating USDA research (such as financial ratio benchmarks for co-ops, legal advice on incorporation, etc.). In doing so, it likely improved the professionalism and success rate of co-ops that took its advice.

Influence on Policy and Perception: By highlighting cooperatives’ contributions – e.g., reporting total business volumes of farm co-ops, jobs created, community projects funded – Rural Cooperatives influenced how cooperatives were perceived by policymakers and the public. USDA officials often used statistics and stories from the magazine in speeches and Congressional testimonies (USDA Releases List of Top 100 Ag Co-ops - Farm Progress). The magazine’s positive portrayal of co-ops as self-help business ventures dovetailed with rural development policies and perhaps helped secure continued legislative support for co-op programs. Culturally, it reinforced the idea that cooperatives are a vital part of rural American life, from the grain elevator in a small town to the regional dairy company. In 2009, when the magazine marked its 75th anniversary, USDA noted that Rural Cooperatives had “helped to increase understanding and use of the cooperative... form of business” across the country (Rural Cooperatives - Wikipedia). This statement encapsulates its impact: it wasn’t just reporting on co-ops, it was actively encouraging their use.

Aftermath and Enduring Legacy: The end of Rural Cooperatives in 2018 was itself historic – it closed the chapter on USDA’s longest-running publication. In the aftermath, USDA’s cooperative information efforts shifted to less formal channels. Yet, the legacy lives on: the body of work (1934–2018) remains available and continues to be cited. Cooperative training programs and university curricula sometimes use case studies from Rural Cooperatives articles as real-world examples. The magazine is also remembered fondly in the cooperative community; for instance, at the National Cooperative Business Association events, speakers have referenced insights first published in Rural Cooperatives. Its cultural impact is perhaps most evident in rural areas where cooperatives are predominant – the magazine validated and celebrated the cooperative model as part of rural culture and economic identity.

In sum, Rural Cooperatives magazine’s legacy is that of a unifying voice and documentary record for America’s cooperatives. It demonstrated the federal government’s long-term commitment to supporting the cooperative movement. While the publication has ceased, its cultural and informational impact endures in the practices of co-ops it touched and the historical record it compiled. As one retrospective put it, Rural Cooperatives “may no longer arrive in the mailbox, but its contribution to 20th-century and early 21st-century rural progress is indelibly imprinted in the countless stories it told” – stories that continue to inspire cooperative enterprise today.

List of Issues

(Not Applicable) Over its 84-year run, Rural Cooperatives produced far more than 30 issues (publishing monthly or bimonthly almost continuously from 1934 to 2018). The total output spans 85 volumes and hundreds of individual issues. Because of this extensive run, a complete list of issues is impractical here. Key milestones and representative issues have been discussed in the sections above, but there is no concise list of all issues available in this format.

For researchers or interested readers, issue listings and indexes can be found through library catalogs and USDA archives. For example, the National Agricultural Library and HathiTrust have partial catalogs of the magazine’s volumes by year (News for farmer cooperatives - Catalogue | National Library of Australia) (Catalog Record: Rural cooperatives | HathiTrust Digital Library). USDA Rural Development also maintained an online index by year (with the November/December issue each year providing an annual index of articles (Rural Cooperatives Magazine | U.S. Government Bookstore)). To access specific issues, one may refer to these resources or contact USDA’s Cooperative Information team for archived copies (Publications for Cooperatives | Rural Development).

References

  1. USDA Rural Development, Publications for Cooperatives – Rural Cooperatives Magazine (Final issue announcement). USDA, updated Feb. 2018. “Rural Cooperatives Magazine: This publication is no longer in circulation. The final issue was published in January 2018.” (Publications for Cooperatives | Rural Development)

  2. National Library of Australia Catalog. News for farmer cooperatives (publication details). Vol. 1–20 (Apr. 1934 – Dec. 1953) published by U.S. Farm Credit Administration; Vol. 20 no.10 – Vol. 42 no.10 (Jan. 1954 – Jan. 1976) by U.S. Farmer Cooperative Service. Later title: Farmer cooperatives … -1995. (News for farmer cooperatives - Catalogue | National Library of Australia)

  3. USDA Cooperative Programs (White Paper, 2019) – M. Ducker et al. “Produced the award-winning magazine Farmer Cooperative News (first issued in April 1934), that became Rural Cooperatives magazine, until its final issue of January/February 2018… At its end in early 2018, the magazine had a print circulation of about 8,000 and an additional 8,000 electronic subscribers.” () ()

  4. Rural Cooperatives magazine, Vol. 79 No. 5 (Sept/Oct 2012), Masthead and Contents. “Rural Cooperatives (1088-8845) is published bimonthly by USDA Rural Development… The Secretary of Agriculture has determined that publication of this periodical is necessary in the transaction of public business required by law of the Department.” Also features: “Top 100 Ag Co-ops for 2011 / page 8; Co-op Month special section / page 20.” ( Co-op Magazine - OMB 0570-0007) ( Co-op Magazine - OMB 0570-0007)

  5. GPO Government Bookstore – Rural Cooperatives Magazine description. “Rural Cooperatives is USDA Rural Development’s bi-monthly magazine [with] articles and news items relevant to agricultural and non-agricultural cooperatives. The Nov/Dec issues contain an index referencing that year’s articles.” (Rural Cooperatives Magazine | U.S. Government Bookstore)

  6. Wikipedia – Rural Cooperatives (summary of history and profile). “The publication began as News for Farmer Cooperatives… published by the U.S. Farm Credit Administration from April 1934 until December 1953… In 1976, the journal shortened its name to Farmer Cooperatives and, in 1996, changed its name again to Rural Cooperatives and broadened its scope to include rural utility and consumers’ cooperatives.” (Rural Cooperatives - Wikipedia)

  7. The Free Library (Cooperative Communicators Assoc. Awards article, 2014). “USDA’s Rural Cooperatives magazine won first place for editorial writing and third place for news writing. Both were won by Dan Campbell.” (Sheets, Hamon, Geans: named top co-op communicators. - Free Online Library)

  8. Ed.coop (Cooperative education library entry for Rural Cooperatives). “This magazine has covered key topics relating to agricultural co-ops from 1999–2018 (discontinued in 2018)… special feature pieces as well as the annual rundown of the largest agricultural co-ops in the USA… archives are available.” (Rural Cooperatives Magazine - Ed.coop)

  9. USDA Rural Development (article “Spreading the word about co-ops”, by Dan Campbell, Rural Cooperatives, May/June 2005). Campbell discusses the cooperative outreach mission of the magazine, noting it is a “cooperative effort of USDA and the co-op sector” and referencing its role in sharing co-op education. ([PDF] R ural COOPERATIVES - USDA Rural Development)

  10. Cooperative Curriculum White Paper (2019) – M. Ducker. “Despite the gutting of the editorial and overall staff, the magazine was still honored as the nation’s second best cooperative journal by the Cooperative Communicators Association in 2018… By telling the cooperative story in myriad ways, the magazine developed a strong following.” ()

  11. Rural Cooperatives magazine, Jan/Feb 2018 (Vol. 85 No.1), Table of Contents. Includes features: “Cultivating Next-Gen Farmers” by C. Merlo, etc., and Departments: “Newsline” and “Annual Index 2017.” Cover caption: “D’Quinton Robertson… gained knowledge and skills about what it takes to run a farm while working with mentor… Such mentorship programs are among the most effective ways for U.S. agriculture to recruit the next-generation farmers…” (Rural Cooperatives Magazine, January/February 2018) (Rural Cooperatives Magazine, January/February 2018)

  12. OMB Report (Information Collection 0570-0007, supporting document, 2013) – Contains excerpts of Rural Cooperatives Sept/Oct 2012. Confirms publishing details, mailing information, and subscription price: “Copies may be obtained from the Superintendent of Documents, GPO, Washington, DC, at $23 per year.” ( Co-op Magazine - OMB 0570-0007)

  13. USDA.gov Blog – Co-op Month Celebrates Member-Owned Business Model by Doug O’Brien (Oct 1, 2014). Highlights cooperative success stories during National Co-op Month, referencing content from Rural Cooperatives magazine to illustrate co-ops’ impact on rural communities. (Rural Cooperatives Magazine | Home - USDA)

  14. HathiTrust Digital Library – Rural Cooperatives Vol. 63–64 (1996–1997) record. Published by Rural Business/Cooperative Development Service, USDA, starting in 1996, continuing the series after “Farmer Cooperatives.” (Catalog Record: Rural cooperatives | HathiTrust Digital Library)