Absentee landowners of agricultural land vary in their influences on land management decisions and use of information sources. Three distinct groups were identified: Minimal Recreationists, Moderates, and Recreation and Conservationists. Recreation is the main influence on decision making, while conservation is not a major motivation for most landowners. Recreation and Conservationists are more likely to use information from conventional sources, while the other groups have negative relationships with these sources. Strategies for tailoring conservation messages to these diverse groups are discussed.