Communication is a crucial aspect of every development facet. The concept of development is particularly significant in the hilly areas, thus, all the stakeholders should converge in order to come up with the best communication strategies to promote development in these areas. Communication for development utilizes all available communication tools including ICTs, traditional tools and the convergence of old and new technologies. In this way, it is innovative and revolutionary [8]:7. Print media provides news on current events and address specific topics in agriculture [21]:52. Farmers preferences of communication should be prioritized to improve agricultural communication and subsequently productivity which is dire in the hilly areas of Jammu and Kashmir in India. In present era, Indian extension system is under immense pressures where the extension workers, have to cater not only vast extension services but also to perform administrative, election, input supply and many other assignments. Under such circumstances, it is not feasible to serve all the farmers, all the time for all the problems when ratio of extension worker and farmer, the sender and receiver is more than 1:1000 in India. Thus, the potential of mass media can be exploited to serve the expanding rural population in this direction. Information plays significant role in our society. Its large scale dissemination through highly preferred communication media constitutes one of the most striking developments. Natural farming has an immense scope in hilly areas of Union Territory of Jammu & Kashmir in India. In order to increase the natural farming in hilly areas, it is necessary that the natural farmers of hilly areas should adopt the standarised natural farming technologies. In order to know the media preferences of natural farmers residing in hilly areas, the present study was conducted in hilly district Reasi of Union Territory of Jammu and Kashmir in India which was selected purposively. A sample of 120 KVK trained natural farmers was selected randomly. A list of different sources of natural farming information was prepared and respondents were asked to indicate their preferences on a three point scale. It was found that Extension Personnel of KVK and Extension Personnel of Agri.Deptt. were highly preferred by the natural farmers followed by the progressive natural farmers of the area.