NEWSMAKER Thomas Frey n LITERACY Raising a Reader n BIBLIOTHERAPY Children and Dogs AuGuST 2010 THE MAGAZINE OF THE AMERICAN LIBRARY ASSOCIATION PLUS: n Book Discussion as Party n Books & Literacy in the Digital Age n Mission-Centered Marketing ADVOCACY ON THE HILL Demonstrating in D.C., Annual Conference Wrap-Up Hello, My Name is Library Relations For Berit Nelson, the pursuit of library science began on the path to law school when she talked to a law librarian and found herself drawn to the information side of the industry. Perhaps serendipitously—we like to think so— her plans detoured once again in the library science program when she found herself gravitating more toward the automation and programming courses. The rest was history, and she’s been bridging specialties every since, translating library needs into SirsiDynix action items to improve the way libraries function. Berit Nelson, MLS "Our job with customers is so interactive—working Vice President, Library Relations with them to fi nd smarter, more creative ways to SirsiDynix staff since 1999 serve their communities. I fi nd it very fulfi lling." As an integral part of the dedicated SirsiDynix library relations team, Berit works to develop relationships with SirsiDynix libraries, understand their needs—common and uncommon alike—and connect SirsiDynix resources to fi ll in the gaps. It is this committed, ongoing conversation that produces the industry-leading solutions more than 20,000 library facilities worldwide rely on every day. 800-288-8020 | www.sirsidynix.com Copyright © 2010 SirsiDynix, Global Headquarters 800-288-8020 CONTENTS A m e r i c A n L i b r A r i e s | August 2010 | V o L ume 41 #8 | i s s n 0 0 0 2 - 9 7 6 9 Departments 4 AmEriCANlibrAriEsmAgAziNE.Org COvEr sTOry iNfOrmatiON TECHNOlOgy 38 librAriANs HEAD 24 Dispatches frOm THE fiElD fOr THE Hill TO Hope, Hype, and VoiP BY char Booth rAlly fOr rEADiNg 25 iNTErNET librAriAN ALA Annual conference in I’m sorry, You’re out BY joseph janes Washington, D.c., attracts 26 iN PrACTiCE 26,000 enthusiastic Guided by barcodes BY Meredith Farkas professionals PEOPlE 46 CUrrENTs PrOfEssiONAl DEvElOPmENT 48 Youth Matters Features What came Home from D.c. BY jenniFer Burek pierce PArTy ON! at yOUr NExT bOOk 49 NExT sTEPs 28 The unquiet Library BY Brian Mathews DisCUssiON shouldn’t a book club be about the fun of 50 librAriAN’s librAry A Friend in the White House sharing? BY MarY ellen Quinn BY alan jacoBson 51 rOUsiNg rEADs Frankie catches a break BY Bill ott 31 UP, UP, and away: A birD’s-EyE 52 sOlUTiONs AND sErviCEs viEW Of missiON mArkETiNg New Products and a case study Deploy multiple communications venues to grab OPiNiON AND COmmentary the attention of diverse audiences BY donald h. dYal and kaleY daniel 3 frOm THE EDiTOr Unnecessary choices BY leonard kniFFel 5 PrEsiDENT’s mEssAgE 34 bOOks AND liTErACy iN THE Advancing Advocacy BY roBERTA steVens Digital AgE 6 rEADEr fOrUm can we grow technophiles who are also Letters and comments bibliophiles? 22 PUbliC PErCEPTiON BY ralph raaB How the World sees us 23 ON my miND Signage: better none Than bad BY leah l. white Updates and Trends 56 Will’s WOrlD Surveying my sex Appeal BY will ManleY 8 AlA JObs 11 PErsPECTivEs 54 CArEEr lEADs frOm JOblisT 21 NEWsmAkEr: Thomas Frey Your #1 source for Job openings Geico | 55 • Kingsley Library equipment | 41 • modern Language Association | 15, 43 • san José state university | 20 • advertisers | page sirsiDynix | cover 2 • The Library corporation | cover 4 • Verizon Foundation | cover 3 • American Library Association • conference services | 27, 45 • Graphics | 2 Celebrate Banned Books Week September 25-October 2, 2010 Banned Books Week highlights the benefits of free and open access to information while drawing attention to the harms of censorship by spotlighting actual or attempted bannings of books across the United States. For more information about Banned Books Week, please visit www.ala.org/bbooks. 2010 BBW Poster back front Banned Books: List of Banned Books 2009 I Read Banned Books Button 2010 BBW Bookmark 2010 Resource Guide BEST DEAL! Banned Books Banned Books Week Set 1 Week Set 3 Set includes: Set includes: • 1 poster • 1 poster • 1 bookmark pack • 1 bookmark pack Banned Books • 5 buttons • 5 buttons Bracelets 2010 BBW Button • 1 List of Banned Books • 1 List of Banned Books • 1 Banned Books Banned Books 2010 Resource Guide Week Set 2 Set includes: Banned Books • 1 poster Week 2010 • 2 bookmark packs Bookmark Set • 10 buttons Set includes: • 1 List of Banned Books 5 packs, 100/pack Back I Read Banned Books 2010 BBW T-Shirt Tote Bag Ice Gray Front Purchase these Banned Books Week products Banned Books Week is sponsored by the American Booksellers Association; American Booksellers Foundation for Free Expression; the American Library Association; American Society of Journalists and more at www.alastore.ala.org/bbw and Authors; Association of American Publishers; and the National Association of College Stores. It is endorsed by the Center for the Book in the Library of Congress. Untitled-6 1 7/19/2010 3:07:33 PM Masthead | From the Editor unnecessary Choices THe mAGAZINE oF THe AMERICAn LIBRArY ASSOCIATION by Leonard Kniffel 50 e. Huron st., chicago, iL 60611 americanlibrariesmagazine.org e-mail [email protected] embers of the American Library Association have been toll free 800-545-2433 plus extension talking a lot about books these days, the future of the book local 312-944-6780 • fax 312-440-0901 online career classified ads: JobLIST.ala.org as a delivery mechanism, as opposed to a quaint artifact. M editor and publisher Readers of American Libraries have responded by writing some Leonard Kniffel • [email protected] • x4215 provocative articles about the future of the book in a digital age. senior editor Beverly Goldberg • [email protected] • x4217 What is often puzzling about these discussions is the assumption that associate editor Pamela A. Goodes • [email protected] • x4218 we are being forced to choose between books and digital media—and that american libraries direct editor George m. eberhart • [email protected] • x4212 we must do it now. But we have also gone through a century of evolving me- american libraries focus editor dia—movies, radio, television—none of which died as another was born. Greg Landgraf • [email protected] • x4216 american libraries website manager What they did was, well, evolve, find new niches, and create educational, Sean F. Fitzpatrick • [email protected] • x4219 interesting, and entertaining content that people wanted and needed. design and production Ralph Raab, a teacher of music, computers, and study skills for 20 years, production director benjamin segedin production editors Jennifer brinson argues in “Books and Literacy in the Digital Age” that you have to be literate Taína Lagodzinski to use the internet effectively and be able to carlos orellana Millions of people find do the kind of extended, focused reading publishing department associate executive director Donald chatham that books make easy and enjoyable—once marketing and sales director mary mackay reading books a thoroughly publishing technology director Troy Linker you’ve learned how. joblist classified advertising/ad traffic Katie bane enjoyable pursuit. In “Party On! at Your Book Discussions,” rights, permissions, reprints Mary Jo bolduc • x5416 Alan Jacobson, who teaches computer columnists meredith Farkas, Joseph Janes, Will manley, brian classes and leads film and book discussions, reinforces the notion that mathews, bill ott, Jennifer burek Pierce, mary ellen Quinn millions of people find reading books a thoroughly enjoyable pursuit that membership development should lead not just to discussion but to celebration! director John chrastka • [email protected] In their article “Up, Up, and Away: A Bird’s Eye View of Mission Market- advisory committee ing,” Donald Dyal and Kaley Daniel observe that “libraries must test their chair Andrew K. Pace, John sandstrom, susan Franklin, Jill Grogg, Paul signorelli, Jim Teliha; interns Lori reed, steel with legions of entertainment and information-gathering competi- Kathryn oberg, Pam spencer Holley, Guy Lamolinara tors, and unfortunately many show up in the battle line with marketing editorial policy: ALA Policy manual, section 10.2 advertising representatives strategies borrowed from George Armstrong Custer’s playbook at Little Big associate publisher brian searles Horn.” They are here to change that. [email protected] • x5282 In Trends, librarian Anna Hartman talks about the Read to Your Breed Acceptance of advertising does not constitute endorse- program at her library, which pairs reading-challenged kids with a lovable ment. ALA reserves the right to refuse advertising. pooch that likes to listen. Alicia Santamaria explains how Raising a Reader indexed 1996–2010 index at americanlibrariesmagazine.org. programs connect early literacy skills with school success, delighting chil- Available full text from ProQuest, EBSCO Publishing, H. W. Wilson, Lexisnexis, and information Access. Full- dren in libraries every day with books, library cards, and book bags. Rocco text searchable PDFs of 2003–2010 issues available Staino of the New York Library Association reports on an evening of dis- online free. cussion about censorship with some playwrights who’ve experienced it, subscribe Libraries and other institutions: $70/year, 10 issues, including Edward Albee and Terrence McNally. AL Associate Editor Sean u.s., canada, and mexico; foreign: $80. subscription august 2010 price for individuals included in ALA membership dues. Fitzpatrick takes a look at ProQuest’s new platform, and Senior Editor Bev- 800-545-2433 x5108, e-mail [email protected], or | erly Goldberg takes stock of the financial situation as many libraries reach visit www.ala.org. claim missing issues: ALA member and ­Customer service.