This study investigated communication patterns, procedures, and background characteristics associated with effectiveness in village level workers (VLWs) in two districts of Gujarat, India. Questionnaire interviews were held with 222 VLWs who had induced farmers to adopt one or more farm practices. An appraisal form was used to measure the effectiveness of communication channels. Effectiveness scores were used to classify VLWs into three effectiveness groups. Findings included the following: (1) respondents considered block (subdistrict) specialists the most important means of information dissemination; (2) VLWs generally used individual and group meetings more effectively than mass media, demonstrations, or farmer training camps; (3) farm and home visits were the means most used to disseminate information about improved practices; (4) many of the most effective VLWs were 26 to 35, sons of farmers, married, high school graduates with an agricultural diploma, and Extension trained, with under five years' experience outside Extension but over five years in Extension. It is concluded that the more personal the form of communication, the more impact it has in bringing about adoption. (author/ly)