Marketing without price information is intangible. Ethiopia Commodity Exchange hasrnbeen striving to disseminate market information for buyers and sellers for the last twornyears. The study embodied questions aimed at assessing the effectiveness of the mediarnchannels used for market information by Ethiopia Commodity Exchange. In order tornseek answers to these questions both quantitative and qualitative researchrnmethodologies were employed through questionnaire and in-depth interview. Theserndata were then analyzed thematically in order to sieve out the information that did morernappropriately tally with the inquiry at hand. It was found out that television, mobilernphone and the radio medium constituted the most widely used array of media genres.rnAll the same, lack of clarity, precision, and consistency of messages impeded the extentrnto which the customers comprehended the messages. Moreover, literacy levels andrnlanguage issues were also among factors that did affect the effectiveness of messagesrncommunicated because of the fact that farmers were not educated and could not fathomrnmessages presented in Amharic as much as they should. Also, the use of new mediarnsuch as the Internet which could be thought of extremely complicated did not prove tornbe effective as it needs a higher level of literacy as well as basic computer skills. Whilernthe use of multi-channel communication is a commendable endeavor, factors pointedrnout above need to be considered to attain higher level of effectiveness such as by toningrndown the messages in a way that fits the level of these customers.