1.0 MARKET OVERVIEW

1.1 Overview

For more than 85 years, the University of Missouri has provided cooperative extension services to Missouri residents. Missouri’s cooperative extension effort has its roots in federal acts (The Morrill Act of 1862, The Hatch Act of 1887 and the Smith-Lever Act of 1914) that enabled the university to deliver practical education and research to improve the quality of life for its residents.

The focus on extension services has evolved in tandem with the changing population shifts in the state. Initially, cooperative extension efforts were focused almost exclusively on agriculture, family and homekeeping issues to advance technologies and improve the state’s quality of life. As the population shifted away from its agrarian base, The University of Missouri Extension (MU Extension) has modified its programming to appeal to urban audiences. Today’s societal changes have also impacted programming. For example, MU Extension offers continuing education for community development, leadership education for African-American youths and other similar programs. 4-H, a multi-faceted youth organization of 1,100 clubs and specialized programming, is also offered under the MU Extension umbrella. Unfortunately, few understand that 4-H is a program provided by MU Extension.

Today, leadership for MU Extension lies with the Office of the Provost at the University of Missouri-Columbia and encompasses activities through the statewide system including campuses in Columbia, Kansas City, Rolla, St. Louis and at Lincoln University in Jefferson City. MU Extension leadership is receptive to upgrading their program and has already begun to make the significant changes necessary to meet the needs of Missouri residents.

1.2 Demographics

Information obtained from US Census Bureau.

Missouri’s overall population has increased from 5,117,073 in 1990 to an estimated 5,704,484 in 2003.  Over the last decade, however, the state has seen a 13.3 percent increase in out-migration of residents ages 25-34 and a 29.6 percent increase of residents ages 25-54.  Missouri ranks 37th  in the U.S. in proportion of population having an advanced degree, which is lower than five neighboring states (Iowa, Oklahoma, Tennessee, Kentucky and Arkansas).  Illinois, Kansas and Nebraska all tout higher proportions of college graduates.  Missouri’s Office of Social and Economic Data Analysis reports that while the above rank reflects differences among the states in relative emphasis on higher education, more importantly, it reflects educated residents leaving some states for better employment opportunities elsewhere.  

It is interesting to note that five counties and the City of St. Louis make up 49% of the total population. These counties include Jackson, Jefferson, St. Charles, St. Louis and Greene. The three counties of St. Charles, St. Louis and Jackson alone significantly impact the median income. Without almost 2 million people in those three counties, the median income would drop substantially. Also of interest to MU Extension is that only 21.6% of people age 25 and older in Missouri have college degrees, and most of those live in more heavily populated areas. The percentage in rural counties is significantly lower. These statistics show the need for MU Extension to continue its well-crafted approach to regional programming, as different counties will have dramatically different needs.

Other important statistical questions should be raised to better understand the challenges facing MU Extension.  What factors, for example, are influencing the loss of the critical 25-34 year old group to other states?  Can existing, modified or even new programs targeted at specific demographic populations help keep Missouri’s young talent from leaving the state?

MU Extension’s ability to regionally focus on specific population or demographic segments, and their practice of tapping into existing research programs, positions it to become the primary resource for programs/information needed by Missourians of every age, educational level, income status or social situation.  Communications can play an instrumental role in making this a reality without drastic change or cost.

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