Celebrating the fourth decade of Cooperative Living
May 2026
by Laura Emery, Staff Writer
In celebration of Cooperative Living magazine’s 80th anniversary, each issue this year will spotlight one of the eight decades since this publication — first introduced in October 1946 — began inspiring, informing and connecting electric cooperative members.
The magazine’s fourth decade, from 1976 to 1986, was defined by challenge and change as rural communities faced rising energy costs, fuel shortages and extreme weather. In the pages of what was then known as Rural Living, readers followed the challenges shaping rural electrification — and the cooperative response to them.
Winter 1976-77
POWER UNDER PRESSURE
The January 1977 issue focused heavily on escalating power and fuel cost adjustments and the impact on members’ electric bills. Concerns about energy availability loomed large. “Science teaches us that energy is unlimited,” one article noted. “But common sense tells us that we’re about to run out of oil and gas as energy sources.”
Those concerns reflected national realities. The effects of the 1973 oil embargo still rippled across the nation, as reduced production and restricted exports tightened supply and drove up prices. Then came the brutal winter of 1976-77, bringing record-low temperatures and surging demand for electricity.
Electric cooperatives across the region felt the strain. BARC Electric Cooperative reported an all-time high monthly purchase of more than 10 million kilowatt-hours to meet demand. Craig-Botetourt Electric Cooperative reported fielding a flood of calls from members reacting to soaring winter energy bills. State leaders in Virginia and Maryland responded with urgent measures. In Virginia, Gov. Mills Godwin declared a statewide emergency, limiting heating in commercial buildings to 65 degrees. In Maryland, Gov. Marvin Mandel called for broad energy conservation.
Even as prices climbed — far from the days of nickel sodas and 30-cent gallons of gasoline — the magazine reminded readers that electricity remained a relative value. In January 1977, the average rural household used 964 kilowatt-hours per month, costing about $34.43, or roughly $1.15 per day.
The winter of 1977 left a lasting impression across the region. The headlines that followed, such as “Let’s Learn From Experience,” “Filling the Energy Barrel,” “Future Needs,” “Counting Our Blessings” and “Baby, It Was Cold Outside,” reflected both hardship and resilience as national conversations turned to President Jimmy Carter’s energy plan and growing debate over nuclear power.
In winter 1977, President Jimmy Carter’s energy plan and the debate over nuclear power became key topics of national discourse.
ENDURING, EXPANDING
Coverage throughout the late 1970s continued to address outages, rising costs and the search for long-term energy solutions. Yet even during difficult times, lighter features — including the magazine’s fashion and gardening columns — offered readers a welcome escape.
Progress continued alongside the challenges. By 1978, 98% of the nation’s farms had electric service. That same year, A&N Electric Cooperative connected Tangier and Smith islands to the mainland power grid, marking a milestone moment for the communities served there.
The publication itself also expanded. In August 1978, Delaware Electric Cooperative joined the Rural Living family, extending the magazine’s reach across three states and expanding its role as the voice of rural electrification in Virginia, Maryland and Delaware. With the addition of Delaware, 15 of the association’s 18 member cooperatives were sending Rural Living to their consumers.
As the decade drew to a close, attention increasingly turned to the future of power generation. Discussions intensified about nuclear-power generation, with one editorial describing the national debate as nearing “hysteria.”
Even in the face of major storms, cooperation remained a defining strength. After a significant snowstorm struck Virginia — which the editor noted coincided with the opening games of the 1979 World Series — more than 60 crews from neighboring cooperatives joined restoration efforts, demonstrating mutual aid in action.
In the 1980s, features offered practical coverage of fashion trends and hobbies such as gardening. In 1981, Rural Living launched its first photo contest.
STRENGTH IN CONNECTION
The early 1980s brought important structural changes within the cooperative community. In January 1980, Northern Piedmont Electric Cooperative and Virginia Electric Cooperative merged to form Rappahannock Electric Cooperative, strengthening service capabilities as utilities adapted to rising costs. At the same time, the magazine continued reflecting the culture of the moment. A 1980 feature highlighting what was “in” (Talking Heads, pigs, squash and Timberland boots) and “out” (caviar, croissants, saddle shoes and Snoopy) captured changing tastes in fashion, food and lifestyle. Readers also found practical coverage of home improvement, gardening, safety and energy conservation.
In 1981, Rural Living launched its first reader-photo contest — a precursor to today’s popular Say Cheese column. The magazine also highlighted regional events, such as the Oyster Fleet Sailboat Races and the Waterford Fair, and noted the growing popularity of ceiling fans and the musical “Annie.”
The year 1983 marked several milestones. Tri-County Electric Cooperative and Prince William Electric Cooperative merged to become Northern Virginia Electric Cooperative. The Virginia Association of Electric Cooperatives became the Virginia, Maryland & Delaware Association of Electric Cooperatives. Rural Living also distributed its first 40-page issue, with a press run of 195,358. (The current print edition circulation, by comparison, is roughly double that figure.)
Despite reaching half a million readers, the publication was reevaluated as readers faced rising electric bills and cooperatives navigated increasing power costs. The magazine’s governing board of directors reaffirmed its original mission as a practical working tool for cooperatives and the members they serve. Delivering Rural Living for less than the cost of a first-class postage stamp, the editor noted, remained an accomplishment in which its staff “took great pride.”
In May 1985, the 50th anniversary of the creation of the Rural Electrification Administration was acknowledged. That same month, Richard G. Johnstone Jr. became editor, succeeding Charlie C. Jones. In his debut column, Johnstone noted the total association cost to deliver the magazine was only 21 cents per reader per month.
Later that year, Virginia felt the impact of Hurricane Gloria. Less than six weeks afterward, devastating flooding across western and central Virginia destroyed homes, roads and electric infrastructure and claimed lives.
In the July 1986 issue, Rural Living reported on new seatbelt legislation requiring drivers to wear seatbelts while operating a motor vehicle — underscoring the publication’s continued role as a practical guide to the issues facing members’ daily lives. Through a decade marked by energy uncertainty, cooperative growth, severe weather and organizational change, Cooperative Living continued to evolve — balancing challenge with progress while continuing to inform and connect the rural communities served by electric cooperatives.
