This paper aims to assess the emerging requirements for agricultural science and technology innovation under all-around rural revitalization, analyze the evolving dynamics of farmer demographics and their new demand characteristics for agricultural technologies, and diagnose the current challenges in agricultural science and technology book publishing, thus exploring innovative pathways for its development. Aligning with China's agricultural development trends and advancing rural revitalization strategies, this paper summarizes major transformation trends in traditional agriculture and rural areas. These trends include the shift from conventional "staple food security" to the "big food concept, " the extension from crop cultivation-focused industry to full agricultural chain development, the transition from single-product supply to multifunctional agricultural development, the transformation from resource-intensive to green low-carbon agricultural practices, and the evolution from agricultural modernization to integrated agricultural-rural modernization. These transformations present new demands for modern agricultural science and technology support while significantly broadening the scope and possibilities for agricultural science and technology publishing. Notably, the green transition has propelled the technologies such as eco-friendly farming, green pest control, and carbon reduction/sequestration, offering fresh directions for publication content. On the basis of the analysis of evolving farmer demographics, this paper conducts a comparative analysis of three farmer categories—traditional farmers, high-quality farmers, and "new farmers"—using synthesized literature data. The comparative analysis reveals significant differences in demographics, educational backgrounds, technical skills, business philosophies, and technological needs. Traditional farmers (mainly aging smallholders with limited education) show weak demand for agricultural technologies and prefer onsite guidance. High-quality farmers (younger professional operators) demonstrate stronger capacity to absorb technical knowledge. New farmers (urban returnees, educated youth) exhibit intense demand for advanced agricultural technologies. These distinctions necessitate differentiated approaches to content creation and presentation formats for agricultural science and technology publications. Using data from the China Statistical Yearbook and OpenBook's market intelligence, this paper identifies key challenges in agricultural science and technology book publishing. These challenges include insufficient publication volume (agricultural science and technology books account for merely 1% of total titles and 0.2% of national print runs in China's publishing industry, with a persistent year-on-year decline trend), serious content homogeneity, similar linguistic expressions with monotonous formats (the majority remain text-centric printed publications, with only a limited number achieving effective multimedia integration that synergistically combines visual, textual, auditory, and video elements), weak regional adaptability with suboptimal content organization, and underdeveloped market potential in both offline and online channels (Though the overall book market continues to expand, comprehensive agricultural publications retain a limited market share, accounting for merely 0.11% of total industry revenues in 2023). This paper emphasizes that agricultural science and technology book publishing must capitalize on the strategic opportunities presented by all-around rural revitalization. It should proactively adapt to transformative trends in the advancement of modern agriculture, the diversification of farmer demographics, and the evolution of digital/new media technologies while continuously exploring innovative pathways for high-quality development. Specific strategies include enhancing thematic innovation aligned with agricultural modernization goals, adopting multimedia technologies to meet diverse user needs, improving content precision through integrated technical solutions, and exploring multidimensional marketing models to unleash market potential.