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The Cooperative Extension Service is facing unprecedented competitive pressure in theinformation and education marketplace. As data are combined with knowledge to createinformation from which revenue and value can be gained, private information providers areplacing Extension at a competitive disadvantage. As information customers reassess their needsand place higher value on convenience and access over objectivity, several questions must beanswered. Chief among them: Can Extension and the Land-Grant system survive and succeed inhead-to-head competition with private information providers, or will the system be mostsuccessful as a wholesale source of information and education in partnership with private-sectorinformation providers? Introduction U.S. farmers are insatiable consumers of information. New ideas and techniques gleaned byfarmers from both the public and private-sectors have driven U.S. agricultural productivity duringthe past half-century.Now, as the recently passed changes in farm support and subsidies begin to take effect,information used in decision making is more critical than ever. Information is increasing in valuealmost as fast as the amount of available information. As information value skyrockets, thequestion facing public providers of information is: How do we compete in this new and evolvinginformation marketplace?Cooperative Extension may, indeed, be on the brink. Extension’s role in the informationmarketplace will determine its ability to compete.This paper offers our professional communication and agricultural economics insight oninformation marketplace competition and what that means to the potential future success ofExtension and the Land-Grant system.

Extension on the Brink - Meeting the Private Sector Challenge in the Information Marketplace