  The effective evolution of an inhomogeneous cosmological model may be
described in terms of spatially averaged variables. We point out that in this
context, quite naturally, a measure arises which is identical to a fluid model
of the `Kullback-Leibler Relative Information Entropy', expressing the
distinguishability of the local inhomogeneous mass density field from its
spatial average on arbitrary compact domains. We discuss the time-evolution of
`effective information' and explore some implications. We conjecture that the
information content of the Universe -- measured by Relative Information Entropy
of a cosmological model containing dust matter -- is increasing.
