MSNBC Article Calls Libraries "Hip"!!

I can't tell you how happy it made me to see a headline with the words "Library" and "Hip" without any negatives in between.

Here you'll see another basic article about libraries being more popular due to hard times. And it called you "hip"!! YES!!

Not to be a buzzkill, but -- well, OK, this next bit defintely will be a buzzkill. Stop reading now if you can't deal with it.

I'm thrilled that people are using libraries more, and even more thrilled at all the recent media coverage. BUT let's think ahead here -- what are we going to do when the economy recovers? Will all of these new patrons turn out to be just temporary patrons? Will we lose them once they have more money to buy their own books and pay to see movies? Will they stop visiting once they no longer need your computers to post their resumes online??

Let's be proactive and start thinking now about ways to prove that we're worth patronizing even when people's wallets are healthier. How?

1. For starters, once you have people's attention, don't let them get away without telling them about other cool stuff you have. Can you give them a brochure that lists all your services? (Wait, when was the last time you updated that brochure?) Can you put that same list of offerings onto your public access PCs so it's in front of users' eyes? Better yet, ask a visitor what he's interested in, then offer to SHOW him what you have for his benefit.

2. Are you registering these folks for cards, gathering their email addresses, and getting them to opt in for your newsletter or email blasts?

3. Are you inviting them to Friend you in your social networks?

4. Are you making sure they have info about your live programs? Try to bring them back for a happier activity than filling in job apps online.

5. Are you building a sense of community?

There are lots of things to do to show this new crop of visitors why you're worth coming back to even after they get better jobs. I know it's tough now when you're busy serving more people with fewer resources, but DO NOT overlook these opportunities. This resurgence won't last forever and we need to make the most of this crisis-based opportunity.

One more thing: note the very vanilla quotes in this article. If you are interviewed by the media, could you say something a little catchier? We all know that reporters will pull out whatever bits they want to use, but again, think ahead. Have a couple of talking points ready, and tie them into the basic quote the reporter is looking for. "Yes, we have seen a spike in computer usage, and we hope to experience even more growth when our visitors discover that we also have..."

What are YOU doing to keep your newfound users??

Just for Fun: Star Trek + Librarians

If you have 28 seconds to spare, check out this YouTube clip from Star Trek: The Animated Series.

Kirk tries to diss librarians, but Spock, of course, is smarter.

Are libraries ready for a Premium Line?

Allison Circle blogged about the new initiative Dallas libraries have implemented called the StreetSmart Express. Essentially it is a premium service that allow customers to pay $5 to receive popular DVDs and books without having to wait. Customers who chose not to pay could still reserve the items but might have to wait if the items were checked out. Allison suggests the idea of charging for any service breaks a promise to our customers to provide free service. I think the idea, while needing some tweaking, has some potential.

Why not create an entire “Premium Service Line” for our customers? I could envision line actually supporting traditional services.

Dallas provides books and DVDs but why not offer premium research services for businesses and home delivery - for an additional cost? I know this flies on the face of how we see libraries and may even send up a few red flags in terms of legal issues, but the challenge shouldn’t be to argue why this won’t work as much as it could be a conversation to ignite new ideas and new possibilities.

There are very few libraries that aren’t feeling the funding crunch. The idea that libraries should be fully supported by the government may not be a successful funding model in the future (and for many isn’t one right now). The idea of expanding into paid premium services may be one of the solutions that could actually guarantee outstanding free services for our customers by using the profits from premium services to fund the basic line of services.

Basic service would include all the programs, products and services libraries provide customers right now.

The premium line could be established and launched as a new brand. Give it a new name, a new mission; connect it to how it will support the basic service line. Sell it as a way for people to support the library. It could be a separate section in the library, something like the way libraries have set up their stores. Develop the line according to your area of expertise and consumer demand. You’d essentially be building a new product line. 

If you really want to take it to the next level, you could use the premium service line as the R&D department and if a particular line looks like it would benefit the general community, you can go out and find funders for the program. You’ll already have all the info need to prove success to attract funding.

If I were Dallas I wouldn’t try to lend products for $5. That feels too much like a paid basic service. What I would do is provide the ability for my borrowers to purchase borrowed items from home. I call it the “borrow before you buy” program. If you borrow something from the library and decide you like and want to own it, just go online to your account, click the “Buy This” button on your account, enter your credit card number and voila- the item is yours. You pay the full purchase price but no service or delivery charges. If you had fines, they are erased. If a person prefers to purchase an unused item, then they can click to buy “new” and return the item. This provides the customer with both convenience and choice. On the backend, the library can decide whether to replace the book or but a new book. I’ve been sharing this idea with business people and they love it. And libraries are the only ones in the position to offer this program because we are in the business of borrowing!!

Whether libraries begin to develop a premium line or develop a “borrow before you buy” program, I believe it is essential that libraries develop ways to generate funding in addition to that which we receive from the government and our Friends and foundations. These are just two ideas. My guess is that there are many libraries that are already charging for programs (concerts?). Some might already be thinking about a premium line. Thoughts?

They Don't Search From Academic Library Websites, You Know

If you want to think deeply about academic libraries' websites and how faculty and students use them, you'll want to delve into "The Library Web Site of the Future," an article that just appeared (Feb. 17) in Inside Higher Ed. It's another thought-provoking piece from Temple University's Steven Bell.

If you've built your academic library's website to function as a portal to all the fantastic content you own, do you realize that most people don't use it that way?

I won't simplify the article by trying to summarize in a sentence or two, but one telling quote says that, according to studies, "faculty increasingly access what they need elsewhere or simply find alternate routes around the library Web site to get to their desired library e-resources." Bell mentions marketing several times, and in one spot he says:

"It’s not that academic library Web sites completely ignore marketing. It’s just done badly."

If you're thinking that your site is the starting point for research or that your target audience rates it as highly important to their work, think again. Better yet, read this article, then think again about how your website should its constituents, and how you should promote it to them.

Woman's Day magazine wants stories about using libraries to save money

Here's yet another way to help your happy customers tell their library stories. In case you haven't heard this yet from ALA, they're working with Woman's Day magazine again. Here's the deal:

From Feb. 17 through May 18, women ages 18 and up are invited to send in stories of 700 words or less to womansday@ala.org. Up to four stories will be profiled in the March 2010 issue.

Librarians can download free tools to help collect local stories from the Campaign for America’s Libraries Web site (www.ala.org/@yourlibrary). Click on “Woman’s Day.” Tools include a sample press release, newsletter copy, and a Web button.

More information, including the official rules, is posted on the Woman’s Day Web site.

And if you're into stories, you're already part of Nancy's NJ campaign to tell your compelling stories, right??

The Art of Telling Compelling Stories

Telling stories like pros, originally uploaded by New Jersey State Library.

North Brunswick Public Library hosted my first workshop on, "The Art of Telling a Compelling Story". The workshop was fantastic. What a great crew - smart, imaginative and natural storytellers, they tweaked a few anecdotes and came up with some very powerful stories for their libraries.

Our libraries are doing so much to help the people in our communities in these tough economic times. One story that struck me at this workshop was about a woman who no only lost her job but had absolutely no computer skills. She started with a one-on-one session with her librarian to learn how to email and continued with workshops for Word and resume writing and even learned how to upload her resume online. BTW, she did land a job. The librarian who shared this story said that he is seeing more and more people needing to learn those skills. As he was speaking, he paused for a moment and the overwhelming weight of realty just hit me all of a sudden and I felt this huge sense of pride to know that I am part of an organization that can actually help people when they need it so much.

Thank goodness for libraries.

Learning all the time

Great quote from Seth's Blog:
"The #1 habit successful people share with me is this: They read books to learn. They do it often and with joy. It's cheap (or free, at the library or online) and portable and specific."
Full post

Pardon Me, Your Image Is Showing

If you're ready for a way-fun new book, check out You Don't Look Like a Librarian: Shattering Stereotypes and Creating Positive New Images in the Internet Age by Ruth Kneale.

For years, Ruth has had a web site by the same name that's explored the stereotypes of librarians in pop culture. Now in the book, she's researched the effects of the persistent images and shares her analysis, survey results, and interviews.

This one promises not be as insightful as it is interesting. It won't be out till March, but you can pre-order now. I can't wait to get my copy!

Get Your Patron Demographics from... Newsweek?

You should have as much info about your patrons as you can get if you intend to really market to them properly, and demographic info is incredibly important. In reality, you probably don't have time to do your own studies... but why should you? Lots of organizations gather and report on statistics. You might be thinking about Pew, the U.S. government Census, or... Newsweek?

Yes, newspapers and magazines often report on bits of demographics too. I found the Jan 26 edition especially interesting in this respect. The cover theme of "Obama's America: Who We Are Now" doesn't really explain that the issue is about the changing population of America. It's full of charts and graphs
that are really useful, and short articles about all sorts of populations.

My fave article was called "Campfire Questions" (p 66-67) and talked about how the Boy Scouts of America (BSA) was trying to recruit Latinos to join b/c the BSA's membership was dwindling and Latinos are the fastest-growing ethnic group in the country. Makes sense to target them, right? And if you just go speak to some community members, you could easily show how worthy the Scouts are, right? Not so fast...



Seems the Boy Scout recruiters didn't initially understand much about their Latino neighbors, and they made rookie mistakes in their pitches. One that you'll be able to relate to is the BSA simply translated a flier into Spanish and left it at that. Think it worked? (Does it work for you?) It didn't b/c the content of the flier, originally created for English speakers who already understood the Scouting concept, never actually said what scouts are or what they do. It highlighted ideals and things that scoutmasters thought were important, but it never defined BSA for a population that had no prior contact.

I recommend that you read this full article -- and study the interesting demographic info in the entire issue -- just to get a big picture of how demographics are changing and why it matters. Then look to your local government to get more specific info about your own area before you start doing any futher strategic or marketing planning. It's worth your effort to get your messages right the first time around!

John Cotton Dana Winners Announced

Congratulations to the six winners of the John Cotton Dana Award:

Baltimore County Public Library, Towson, Maryland, for “Storyville: An Interactive Early Literacy Learning Center” housed in a 2,250 square-foot child sized village. Storyville, a joint project of the Foundation for Baltimore County Public Library and the library, was designed as a catalyst for school readiness that garnered national attention and made learning fun for preschoolers and their caregivers. During an eight-month period, Storyville attracted over 50,000 visitors from more than 100 different zip codes.

Gwinnett County Public Library, for a brilliantly planned and implemented reading festival with more than 50 authors that attracted more than 4,500 people. The library collaborated with 46 community partners and garnered in-kind media sponsors totaling more than $67,000. An impressive variety of communications mediums were used to spread the word about the event including outdoor ads, blogs, and electronic and print media.

Houston Public Library, Houston Texas, for “A New Chapter,” their public relations campaign for the grand reopening of the newly renovated Houston Central Library. Recognizing that this event marked “a big step in a new direction” for the library, they leveraged this event into a successful ongoing campaign featuring striking graphics reflecting images of Houston’s diversity, earning significant media coverage, attracting 20,000 people to the reopening event and increasing usage by non-traditional customers.

The Library Foundation of the Multnomah County Library Portland Oregon, for the “Campaign for a Lifetime of Literacy.” The Foundation and the staff of Multnomah County Public Library developed a five year dual communication and fundraising campaign. They raised awareness that the library was the early literacy leader in the community and branded the library as a dynamic, vital literacy partner. They exceeded their goals by raising $12 million dollars, attracting 50,000 kids to their summer reading program and earned the support and recognition of the community and its leaders.

St. Paul Public Library, for “St. Paul-itics,” a dynamic program created to inform and engage citizens in the political convention and election season. In partnership with diverse political, arts, and religious organizations, the library served as a vibrant salon for civic discourse, presenting 40 programs targeting all age groups, featuring national political experts as well as local celebrities. St. Paul-itics revolutionized the role of the library in the community, increasing program attendance, public awareness, and online library access.

Ypsilanti District Library, for the “Second Annual Ypsilanti Songwriting Festival,” a unique public library program which used music and performing arts to appeal to non-library users, teens and men ages 18-45. Creative, nontraditional marketing strategies and community partners helped the Library reach the targeted demographic: 75% of attendees at events were men.