Get the Biggest Bang for Your Continuing Education Buck at the Premier Event for Public Librarians. Registration for the 13th PLA National Conference opens in early September. AL CO TION NFE A RE N N th C 3 E

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PORTLAND M O R E G O N 0 AR 01 CH 23-27, 2

Join PLA in Portland, Oregon, a city that continually tops travel destination lists, for the 13th PLA National Conference, March 23-27, 2010. The biennial National Conference is the premier event for the public library world, drawing librarians, library support staff, trustees, Friends, and library vendors from across the country and around the world. The PLA National Conference will feature: • More than a hundred high-quality educational programs, preconferences, talk tables, and special events • World-class speakers and presenters, including the profession’s leading experts and experienced practitioners • A bustling exhibits hall, packed with the latest products and information from library and information technology vendors • Countless networking opportunities and social events Visit www.placonference.org for information about registration, conference programming, special events, travel, and insider tips on everything the Conference and Portland have to offer. Join PLA! Registration opens in early September. Only PLA and Oregon Library Association members can take advantage of our lowest registration fee – $195, compared to ALA members who pay $275 and non-members who pay $330. For more information about all of the benefits of PLA membership, visit www.pla.org or call 800.545.2433, ext. 5PLA.

www.placonference.org Public Library Association Volume 48 • Number 4 • july/august 2009 ISSN 0163-5506

DEPARTMENTS

3 News from PLA kathleen hughes

3 On the Agenda

4 From the President sari feldman

6 Tales from the Front jennifer t. ries-taggart

8 Perspectives nanci milone hill Features 12 Statistically Speaking 27 No Easy Targets denise davis Six Libraries in the Economy’s Dark Days 18 Internet Spotlight suzann holland and amanda verploeg michael porter and The authors talked to library administrators across the country to david lee king determine how they are coping with today’s economic realities— library funding cuts, a growing user base, and higher circulation. 21 Bringing in the Money 39 Tightrope Walk peter pearson Advocate for Funding While Winning Friends, 24 Passing Notes Influencing People michael garrett farrelly james g. van bramer Advocate without alienating. Van Bramer explains how to manage 52 By The Book the delicate balance between zealous advocacy and maintaining the julie elliott good will of those holding the purse strings. 54 New Product News 44 Public Libraries and the American Recovery vicki nesting and Reinvestment Act emily sheketoff Extras Details steps librarian can take to ensure their libraries have access to funding available through the American Recovery and Reinvest- 2 Editor’s Note ment Act. 56 Index to Advertisers

cover and table of contents artwork by jim lange design. EDITORIAL EDITOR: Kathleen M. Hughes Editor’s Note CONTRIBUTING EDITORS: Julie Elliott, Michael Garrett Farrelly, Nann Blaine Hilyard, Nanci Milone-Hill, David Lee King, Vicki Nesting, Michael Porter, Lee Price, Jennifer T. Ries-Taggart Dear readers: ADVISORY COMMITTEE Luren E. Dickinson, Shaker Heights Public Library , Ohio (Chair); Clara Welcome to “The Economy Issue.” All of the articles and Bohrer, West Bloomfield Library, MI; Bessie Condos, California State columns in this issue focus on today’s libraries coping Library, Sacramento, CA; Anne L. Coriston, New York Public Library, NY; Dianne Harmon, Joliet Public Library, IL; Joanne King, Queens with our current economic situation. “No Easy Targets” Borough Public Library, NY; Patricia Linville, Seward Community examines how libraries across the country have been Library, AK; Cindy A. Lombardo, Cleveland Public Library, Ohio; Nanci Milone-Hill, Nevins Memorial Library, Methuen, MA; Susan affected, “Tightrope Walk” shows how to carefully and zeal- Sexton-Cooley, Sara Hightower Regional Library, GA ously advocate for funding, and “Public Libraries and the PLA PRESIDENT: Carol Sheffer, Queens Library, 89-11 Merrick Blvd., American Recovery and Reinvestment Act” details how your Jamaica, NY 11432; [email protected]. PUBLIC LIBRARIES (ISSN 0163-5506) is published bimonthly by the library can gain access to funding that will become avail- American Library Association (ALA), 50 E. Huron St., Chicago, IL 60611. able through this program. We hope you will find some It is the official publication of the Public Library Association, a division of ALA. Subscription price: to members of PLA, $25 a year, included helpful information to guide you and your library through in membership dues; to nonmembers: U.S. $50; Canada $60; all other these turbulent times. countries $60. Single copies, $10. Periodicals postage paid at Chicago, IL, and at additional mailing offices. In other news, we are looking for a new “By the Book” editor—check out page 52 for details. POSTMASTER: send address changes to Public Libraries, As always, please let us know your thoughts, comments, 50 E. Huron St., Chicago, IL 60611. questions, etc. SUBSCRIPTIONS Nonmember subscriptions, orders, changes of address, and inqui- Kathleen M. Hughes, Editor, [email protected] ries should be sent to Public Libraries, Sub­scription Department, American Library Association, 50 E. Huron St., Chicago, IL 60611; 1-800-545-2433, press 5; fax: (312) 944-2641; [email protected]. Kathleen is reading A Cat Among the Pigeons by Agatha advertising Christie. Doug Lewis, Jordan Gareth Inc., 4920 Hwy 9, #141, Alpharetta, GA 30004; (770) 333-1281, fax: (404) 806-7745; doug@ jordangareth.com; Territory: FL, MS, AL, GA, NC, SC, KY, TN, VA, WV, MD, DE, NJ, NY, CT, RI, MA, NH, VT, and ME. Dave Adrian, David M. Adrian & Associates, 7251 Jameson Place, Canoga Park, CA 91303; (818) 888-5288, fax: (818) 888-0547; [email protected]; Territory: PA, OH, MI, IN, IL, WI, MN, IA, MO, AR, LA, TX, OK, KS, NE, SD, ND, MT, WY, CO, NM, AZ, UT, ID, WA, OR, NV, CA, HI, AK, and all international countries. New PLA Products for Your Library’s Youngest PRODUCTION Patrons ALA Production Services: Troy D. Linker, Chris Keech, Tim Clifford, and Justine Wells. “100 Picture Books to Read in Kindergarten” and “75 of MANUSCRIPTS the Best Books for the Very Young” are two new poster Unless otherwise noted, all submissions should be sent to Kathleen kits available from PLA. Created by the West Bloomfield Hughes, Public Library Association, 50 E. Huron St., Chicago, IL 60611; [email protected]. See www.pla.org for submission instructions. Township (Mich.) Public Library, the posters are available in INDEXING/ABSTRACTING packs of 25 for you to share with your young readers. Public Libraries is indexed in Library Literature and Current Index “100 Picture Books” lists some of the very best picture to Journals in Education (CIJE), in addition to a number of online books to read aloud to kindergarten-age children. The list services. Contents are abstracted­ in Library and Information Science Abstracts. includes well-loved classics as well as quality contemporary books. It is designed so books can be checked off as they are MICROFILM COPIES read. Includes parent guide and bookmarks. Product num- Microfilm copies are available from University Microfilms,­ 300 N. Zeeb Rd., Ann Arbor, MI 48103. ber 2009-0001; list price $75 (per pack of 25). The paper used in this publica- “75 of the Best Books” lists some of the very best board tion meets the minimum require- books and picture books to read to children from birth ments of American National 30% Standard for Information Cert no. SCS-COC-00648 through preschool. The list includes classics, books that Sciences—Permanence of Paper for Printed Library Materials, teach important concepts, stories to sing, books with rhyme ANSI Z39.48-1992. and rhythm, and books for bedtime. Includes poster-use ©2009 by the American Library Association guidelines and stickers to add as books are read. Product All materials in this journal are subject to copyright by the American number 2009-0002; list price $55 (per pack of 25). Library Association and may be photocopied for the noncommercial purpose of scientific or educational advancement granted by Sections Both are available from the ALA Store (www.alastore 107 and 108 of the Copyright Revision Act of 1976. For other reprint- .ala.org). ing, photocopying, or translating, address requests to the ALA Office of Rights and Permissions, 50 E. Huron St., Chicago, IL 60611.

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News from PLA

Join PLA in Portland! report contains a special survey on The PLA National Conference is the facilities. For more information visit On the Agenda premier professional development www.pla.org. The print version is event for public librarians, public available from the ALA Store (www PLA Results Boot Camp 5 library staff, trustees, Friends, library .alastore.ala.org); the database must October 12–16, 2009 vendors, and others with an inter- be ordered from PLA (www.pla.org). Seattle est in public libraries. PLA 2010 will provide opportunities to learn new 2010 ideas, share success stories, hear The PLA Reader for Public ALA Midwinter Meeting best practices, and meet colleagues Library Directors and January 15–20, 2010 from across the county and around Managers Boston the world. A co-publication from Neal-Schuman and PLA; List price: $65; ISBN-13: 978-1-55570-684-5; PLA members The first in PLA’s new Train the Mark Your Calendar receive a discount, see advertisement Trainer series, this electronic pub- PLA’s 13th National Conference on page 25. lication (available from the ALA will be held March 23–27, 2010, The first in a new series that is Store, www.alastore.ala.org) sup- in Portland, Oregon. Registration designed specifically for busy public ports the PLA publication “Libraries opens in early September 2009. library professionals. PLA staff and Prosper with Passion, Purpose, Registration rates are as follows: PLA committee members worked and Persuasion: A PLA Toolkit for together to choose key articles, Success.” This guide will enable Early Bird Rates (deadline culled from the pages of Public library trainers to: December 18) Libraries and from chapters of best- PLA and Oregon Library Association selling PLA books. Each chapter ● create a sample advocacy plan for (OLA) Members—$195 tackles one of the prevalent topics a library; faced by today’s public libraries. ● adapt the general training agenda Advance Rates They address issues such as advo- and materials to support the PLA/OLA Personal Member—$225 cacy basics, tips for retaining and learning objectives for specific ALA Personal Member—$275 motivating high-performing employ- target audiences; Nonmember—$330 ees, learning more about library ● explain each of the sections of the Student—$90 communications, a discussion of toolkit to learners from a variety intellectual freedom matters, the lat- of target audiences; Visit www.placonference.org for est topics in reference, brief entries ● answer questions relating to updates and more information. on technology, and more. the materials from training To order call (866) NS-BOOKS, fax participants; (866) 209-7932, or purchase online at ● provide concrete local examples New PLA Publications www.neal-schuman.com/plar. of how each of the resources in 2009 PLDS Report the toolkit might be used; The Public Library Data Service ● lead general discussions and Statistical Report 2009 is now avail- Libraries Prosper: A Guide manage group interactions; able in either print format (List to Using the PLA Advocacy ● organize and manage effective price: $120; ISBN-10: 0-8389-8508-4; Toolkit small-group discussion and ISBN-13: 978-0-8389-8508-3) or as Part of the new PLA Train the Trainer reporting processes; and a subscription database ($250 for a Series by Sandra Nelson; List price: ● evaluate the effectiveness of year-long subscription). This year’s $45; ISBN-13: 978-0-8389-9713-0. training programs they present.

3 july/august 2009 from the president

Libraries Key to Economic SARI FELDMAN is President of the Public Library Association and Recovery the Executive Director of Cuyahoga County (Ohio) ot long ago, there were predictions that libraries would become Public Library; sfeldman@ unnecessary. The Internet, television, mega-chain bookstores, and cuyahogalibrary.org; N the Starbucks phenomenon were supposed to make libraries irrel- http://twitter.com/ evant and render librarians extinct. It was also thought that libraries could sari_feldman. never be destinations for anyone hip or interesting. But the reality is that today, public libraries are catalysts for building social capital and corner- Sari is reading The stones of community sustainability. We are active and responsive agents for Sweetness at the Bottom social and economic change. In the future, we will play an important role in of the Pie by Alan Bradley community reinvestment and recovery as well. and Await Your Reply by Our ability to adapt to meet the needs of our communities has made us Dan Chaon. more relevant than ever. Homework centers, afterschool programs, computer instruction, developmental education programs to prepare adults for formal learning, and small-business training have all become standard components of the community-based education service provided by today’s public librar- ies. We have been early adopters of critical childhood education programs. For instance, Every Child Ready to Read (ECRR) @ your library—a collabo- ration between PLA and the Association for Library Service to Children (ALSC)—has developed and trained librarians across the country to partner with parents and prepare children for success in the classroom. Through programs like ECRR, public libraries help establish the building blocks for twenty-first-century learning. Workforce programs have become a cornerstone of our community ser- vice efforts. Job seekers are turning to us for help with their résumés and cover letters, to find work, open e-mail accounts, take advantage of our free computer access, and apply for jobs online (currently, less than 44 percent of the top 100 U.S. retailers accept in-store paper applications).1 By offer- ing career counseling, assessment tests, résumé writing, job search support, and computer training we are helping put them back to work. For cities and counties to rebound from this recession, they will need to have economic growth and job opportunities. They will also need an educated workforce equipped to use today’s technologies and solve problems through creative and innovative ideas. In 2008, our nation’s public libraries reported double-digit increases in computer use.2 This upward trend will only continue. It is for this reason that broadband, a component of the American Recovery and Reinvestment Act of 2009,3 is a critical commodity for public libraries. High bandwidth is a must. Our customers need speedy Internet connections to access online education and training; download materials, applications, and forms; and use social

  4 from the president

networking tools and streaming barriers in order to engage our cus- world—and also through Twitter. media. In addition, we must leverage tomers and connect them with books. Keep in touch. our broadband and wireless capacity Never before has the public library to attract businesses to our commu- been so critical to the health and nities. vitality of our nation. Never before References and Notes Public libraries are also play- have the media, government, and our 1. ALA Office for Research and ing an important role as our nation customers held such high esteem for Statistics, “Job Seeking in U.S. recovers from the current economic the services we provide. Yet, never Public Libraries,” www.ala downturn. Across the country, many before have we had more difficulty .org/ala//aboutala/offices/wo/ libraries have launched economic lit- balancing our spending. We must find woissues/washfunding/fedfund/ eracy programs to inform consumers ways to meet the needs of our users IssuesBrief-Jobs.pdf (accessed and help protect them from finan- and keep books as our brand, while Mar. 2, 2009). cial disaster. Others are offering free allowing for the cost of new technolo- 2. ALA Office for Research and investor education, tax preparation gies and interior spaces capable of Statistics, Libraries Connect information, seminars for individuals accommodating the full spectrum of Communities: Public Library facing foreclosure, and counseling for our customers’ needs. We must also Funding & Technology Access Study those living on fixed incomes. be prepared to respond to increased 2007-2008 (Chicago: ALA, 2008), As we adapt our services to meet social networking, to build more www.ala.org/ala/aboutala/ customers’ needs we must not lose robust virtual libraries, and to create offices/ors/plftas/0708/ track of our core value—to ensure digital information and collections LibrariesConnectCommunities the future of a literate society. Public rather than just storing and provid- .pdf (accessed June 2, 2009). libraries must continue to nurture ing access. The physical library and 3. According to the Federal and sustain the reading public the virtual library must remain at the Communications Commission, amidst a growing multitude of new center of the community and create the Broadband Initiatives technologies and media that are an equally vibrant environment. funded in the American Recovery vying for the public’s time. We must Together we must leverage our and Reinvestment Act of 2009 continue to encourage people to— new notoriety and use it in our advo- are intended to accelerate in the words of President Obama— cacy efforts. We must remind our broadband deployment in “turn off the television and read.”4 government officials and custom- unserved, underserved, and In the New York Times, venture ers that free access is not free and rural areas and to strategic capitalist Michael Moritz said, “I that public libraries provide a great institutions that are likely to rarely read business books. I try to return on their investment. PLA has create jobs or provide significant vary my reading diet and ensure that recognized the value of advocacy public benefits. See www.fcc I read more fiction than nonfiction.”5 and government relations through .gov/recovery/broadband for In the same article, Shelly Lazarus, its Turning the Page training pro- more information (accessed May the chair and chief executive of grams and the toolkit, “Libraries 22, 2009). Ogilvy & Mather said, “As head of a Prosper with Passion, Power, and 4. Barack Obama, “Remarks of global company, everything attracts Persuasion,” both of which provide President Barack Obama— me as a reader, books about different new value to our members. In addi- Address to Joint Session of cultures, countries, and problems. I tion, PLA Communities of Practice Congress,” Feb. 24, 2009, www read for pleasure and to find other offer new opportunities to connect .whitehouse.gov/the_press perspectives on how to think or solve with colleagues nationally to share _office/remarks-of-president a problem.”6 These admissions by best practices including advocacy -barack-obama-address-to top executives illustrate a funda- efforts. -joint-session-of-congress/ mental truth—that the pleasures I hope you will reach out to me (accessed June 2, 2009). and benefits of reading are universal as your president and your col- 5. Harriet Rubin, “Surprises on the and immense. In our roles as reading league. I encourage you to contact Bookshelves of CEO’s,” New York advocates, we must work to build a me through Facebook—where I Times, July 21, 2007, late edition, good feeling about reading within our intend to become the public librar- business section, C1. communities and remove artificial ian with the most friends in the 6. Ibid.

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“Tales from the Front” is a collection of news items and innovative ideas from libraries nationwide. Send submissions to the contributing editor.

Barb Vlk. It outlines six positive Contributing Editor Libraries Lend Free Hand actions for job seekers, including Jennifer T. Ries-Taggart to Those Struggling in Bad how to apply for unemployment, is Executive Director, Economy which is a first-time experience Brighton Memorial Library, for many people in this economic 2300 Elmwood Ave., It’s a familiar story: When times are tough, library use goes up. The climate. The third component is Rochester, NY 14618; media has been full of variations on an array of special programs and [email protected]. this theme for the past year. computer classes. These include Libraries of the North Suburban support groups, networking Jennifer is reading Sepulchre Library System (NSLS) in Illinois are opportunities, and computer by Kate Mosse, Swine Not? A reaching out in these tough eco- instruction on how to set up a Novel Pig Tale by Jimmy Buffet, nomic times. NSLS is a consortium free e-mail account. To make and Drood: A Novel by Dan of more than 650 academic, public, the library more accessible, staff Simmons. school, and special libraries in north members have volunteered to suburban Cook, Kane, Lake, and park in a nearby church parking McHenry counties. It is one of nine lot to free up spaces for our multi-type Illinois library systems customers. Making it a library- funded by yearly grants from the wide effort helps both our staff Illinois General Assembly and the and public see the value of their office of Jesse White, the secretary of public library in action. state and state librarian. Linda Weiss, executive director of Paula Moore, executive director the Niles Public Library, said: of the Arlington Heights Memorial Library, reported: In March, we began a series Our focus has been on people of fourteen workshops and who have lost their jobs. We programs called “How to Survive created a “Start Your Job Search a Troubled Economy.” This Here” service with several series includes programs and components. The first is staffing seminars on a variety of topics, a separate jobs desk in the including help with finding a middle of the library on weekday job, money saving, and financial afternoons. A reference librarian issues. We have partnered with suggests job websites and other community businesses, agencies, career information and talks and organizations, and most about the classes and programs of this series is being provided we are offering. In the first week, at no charge. The response has with no advertising, we served been very good and we have had over eighty people. Several had a number of calls from other tears in their eyes. The second agencies and organizations who component is a checklist for would like to present something as people who have lost their jobs, part of the series. We will continue created by business specialist this effort through this year.

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Several libraries in the system openings locally and nationally, as family literacy programming that have had a Food for Fines program, well as career and personality assess- focuses on pre-K literacy skills. There donating collected food to local food ment instruments. For more infor- are a small number of computers pantries. The Algonquin Area Public mation, contact Nancy Saint John at reserved for accessing the online Library had a fines amnesty. “The (858) 694–3833. catalog, but no public-access com- amnesty allowed individuals and puters due to limited space. Instead, families that have incurred fines to wireless Internet access is provided clear their records and once again Southern Nevada Library within the branch and can also be have access to our great collection of District Opens Branch in Mall accessed in the mall within a range books and audio/visual products,” of approximately three hundred feet. Executive Director Randall Vlcek When most think of a trip to the For more information on HDPL, said. mall, all the new things they might visit www.mypubliclibrary.com or For more information, contact spend money on come to mind— call (702) 492–7252. Judy Hoffman, NSLS marketing/ clothes, housewares, and maybe communications specialist, at (847) having lunch with friends. In 353–7137. Henderson, Nevada, however, locals Libraries Now Have Laptops are now thinking about what library for Student Use book they might check out next. San Diego County Library Henderson District Public Children and teens ages eight to Launches Live Online Job Libraries (HDPL) recently celebrated seventeen can now check out laptop Assistance during Tough the grand opening of its newest computers to do their homework Economic Times branch, the Galleria Library—located at Grissom, Main Street, and Pearl within the Galleria at Sunset Mall. Bailey libraries in Newport News, Brainfuse.com, one of the nation’s The joint project between the Virginia. The new program, Learning leading providers of online tutoring Galleria and HDPL is a one-of-a- on Laptops (LOL), was funded by a to schools and libraries, announced kind in Southern Nevada and a rare $143,450 congressionally directed the national launch of JobNow at the concept throughout the country— grant awarded to the Newport News San Diego County Library (SDCL). usually because mall retail loca- Public Library System (NNPLS). This breakthrough online service tions are too expensive for libraries. Each library has twenty laptops gives job seekers on-demand access However, the Galleria offered HDPL for students to check out during to trained career coaches and job the 1,300-square-foot space at a rate specified time periods and for use resources. JobNow’s free professional it could afford. only inside the library. The program services are available through SDCL’s “Although rare, mall library also includes technology classes and website (www.sdcl.org); just click on locations are a proven model assistance for students. Grant money the JobNow banner. Job seekers sim- that works,” said HDPL Executive also was used to purchase technol- ply need a free SDCL card to enter Director Tom Fay. “They are known ogy equipment for library use. the site. best for attracting an entirely differ- In order to use the laptops, stu- JobNow is the first service of its ent demographic than that of tradi- dents need a permission form signed kind to provide live career coaching tional libraries, and we are looking by a parent, proper identification, from any computer with Internet forward to introducing the library to and a library card in good stand- access. Services available through those who might not otherwise have ing. Laptops may be used inside the JobNow are live interview coaching, set foot in one.” library for up to two hours. with interview tips and resources; a The district issued 80 new library For more information, contact résumé lab with sample templates, cards, checked out 180 items, and set Community Relations and Programs along with résumé analysis within aside 19 items on reserve for patrons Coordinator Karen L. Gill at (757) twenty-four hours by a JobNow during its first 15 hours of operation. 926–1357 or e-mail kgill@nngov expert; assistance with writing cover The branch is used for checking .com. letters; and a career resource library out popular bestsellers and high that includes links to current job interest books. It also has space for

7 july/august 2009 perspectives

“Perspectives” offers varied viewpoints on subjects of interest to the public library profession.

Nanci Milone Hill is the Head of Readers’ Services at the Nevins Memorial Three Views Library in Methuen, Mass; uring difficult economic times, public libraries often see an increase [email protected]. in circulation and use. According to Library Journal, circulation in libraries is up 5.6 percent this year,1 as people look for more eco- Nanci recently finished D nomical ways to spend their free time. During this period of mass layoffs and reading The Last Lecture business closings, job seekers are also turning to public library computers by Randy Pausch. She is to search for work and create résumés. Unfortunately, the increase in circu- currently reading Dead and lation and use is often not met with an increase in funding. Many libraries Gone, the latest Sookie have suffered budget cuts this year and are looking at even further cuts over Stackhouse novel by the next two years. Librarians are left to fill the needs of their patrons with Charlaine Harris, and listen- less staff and less funding. We have asked three colleagues to talk about how ing to Deep Dish by Mary the economic climate has affected their libraries and the services they pro- Kay Andrews. vide. Perhaps by reading their responses, you will get some ideas for weath- ering the storm.

Dianne Harmon, Associate Director for Public Services, Joliet (Ill.) Public Library

Public Libraries: What’s the biggest way the economic recession has affected your library?

DH: More people are visiting the library and checking out an increasing number of items. We’re up more than 15 percent from last year and some months our main library building has been up almost 25 percent. We hear comments about patrons looking for low cost or free things to do. We also have increasing complaints about fines for overdue materials. Our frontline circulation staff has full authority to make decisions about fines and they report a big increase in patron demands about waiving fines and renewing materials. Those demands are usually followed by a story about money prob- lems, job problems, family problems, etc. We noticed this increase starting a few years ago and began offering staff training in dealing with this problem. The jump in this type of behavior has been remarkable in the last year, so we are again offering staff workshops on confronting change to help staff better deal with irate behavior.

PL: Have you had any staffing cuts or reduction in hours?

DH: No, but we’ve been doing this [working with less staff] for years. We

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evaluate workflow fairly frequently the house. We’ve also seen an increas- a true campaign off the ground yet. and that tends to result in a schedul- ing number of people who comment We have increased our presence at ing reassessment for most depart- that they haven’t been to the library various community events and think ments. We put all books returned (all in many years so they need an intro- we’ve noticed good responses. We materials actually) on book trucks duction to our services. Many of are a city library and our city has just and place them on the public service them have no idea what is possible been hit with a large budget deficit floor where patrons will find them so staff are becoming quite adept so mentions of more revenue bring easily. At times we’ve put signs on at reference interviews in all library more snarls than smiles. So we con- the book trucks saying something departments and those interviews tinue to find ways to tell our story like “check these out” and we tell turn into mini workshops on Basic throughout the community. patrons that anything they check out Library 101. While we offer self check from a book truck means someone and self pickup of holds to make life doesn’t have to shelve it. We’re gear- easier for our regular patrons, we find Luren Dickinson, Director, ing up our volunteers again and take that new patrons really need staff Shaker Heights (Ohio) Public shameless advantage of any of their interaction. New patrons then have Library talents or skills. We do not allow a chance to find answers to ques- volunteers to see any patron infor- tions they didn’t know how to ask. We PL: What’s the biggest way the eco- mation so we edit our daily “pick also see an increase in people using nomic recession has affected your lists” so volunteers can go into the the library website—at least we get library? stacks to find items that have been feedback quite quickly if we change requested. We do not have enough something that they don’t like as well LD: We are more cost conscious than staff available to supervise many as an increase in suggestions about we have been in years. We are evalu- volunteers so we also take advantage what we can do for them. One of the ating virtually every expenditure of something temporary that a vol- odd things I’ve noticed through the and giving consideration to whether unteer can do—sometimes it’s tak- website is an increase in the number we will refill a position or not when ing digital pictures of programs that of authors asking us to buy their new it becomes vacant. Our materials their children are attending so we books. budget has probably taken the big- can use the pictures on our website. gest hit. We spent 24 percent less Our local high schools require com- PL: Are you offering new program- on materials in 2008 than we did in munity service of graduating seniors ming to help your patrons weather 2006 and we will probably spend 12 so we can get groups of them asking the recession? percent less in 2009 than we did in what they can do. They can contrib- 2008. That’s approximately 38 per- ute by making displays, processing DH: We are now offering workshops cent less on materials in three years. deleted items from the collection, on looking for a job, writing résumés, helping with crowd control at vari- interviewing skills, and programs on PL: Have you had any staffing cuts or ous programs, helping with crafts for living frugally—programs on cou- reduction in hours? kid programs, etc. poning, growing your own garden. The free tomato plant giveaway was LD: No, we have not had to cut staff PL: Have you noticed a change in the a big hit as five hundred heirloom or reduce hours because our local way patrons are using your library as tomato plants were gone in just over funding (which now accounts for a result of the recession? twenty-four hours. two-thirds of our tax income) has been very stable compared to the DH: We’ve seen a definite increase in PL: Have you tried any public aware- state funding, which has been drop- people looking for jobs and needing ness campaigns that have worked to ping this year. Plus, we have been to use library computers. We also see bring additional support or revenue trying to streamline our operations an increase in the number of patrons to the library? for years. Probably 70 percent of who spend more time each day at the the libraries in Ohio, however, rely library. Some of them are homeless DH: We were just able to hire a com- completely on the state’s Public but many of them are out of work and munity outreach/marketing person Library Fund as their only source of need someplace to go to get out of last fall and have not been able to get tax income and they are really hurt-

9 july/august 2009 perspectives

ing. They are cutting staff, reducing LD: Like most libraries, we offer received a grant of $17,000 which hours, and exhausting any reserve ongoing free classes in our com- helped us to expand our teen center funds they might have. For the past puter center to teach people how to hours and programming during the three years, Shaker Heights Public use word-processing software and summer, as well as to add gaming Library has been envisioning its the more sophisticated programs equipment. This year, we received future with a focus on strategic of Access, PowerPoint, and Excel. a $19,000 grant that we are sharing planning. We identified various Acknowledging the need for our with three other groups, all of which operational challenges through the customers who need software, but will be working with youth this sum- strategic plan and a subsequent cannot afford to buy it, the computer mer. Another interesting twist is that staffing study and organizational center staff has begun teaching we will be cooperating with the city assessment. As a result, we have been classes on OpenOffice, a free suite of to build a low-income senior citizen planning to move to a more proactive software with features and functions apartment complex, which will be reference service, to reduce service much like the others. adjacent to (and accessible from) our desks, and to go self-service with Our Friends of the Library fund main library parking lot. We are hop- both circulation and holds materials. movie licensing rights so that we can ing that the newly dubbed “Library We hope to have this accomplished offer free family films each month Court” apartments will be a win-win some time in 2010. Also, we have and they also provide a generous for everyone by providing afford- been trying to reduce expenditures budget for us to offer free programs able housing for those who need it or enhance revenues wherever we for our customers. most and providing additional tax can. We are also looking at what I call In September, we have sched- income to the schools, the city and “invisible” cuts vs. “visible” cuts as uled a program on job hunting. the library. worst case scenarios should we lose We have also been asked by the significantly more state funding. So schools to present a program for far, we have balanced invisible and parents on how to complete the Skip Auld, Director, Durham visible cuts by beginning to be very Free Application for Federal Student County (N.C.) Library strict with hours for part-time and Aid (FAFSA) applications as well as substitutes (saving perhaps $30,000), a program on college funding help. PL: What’s the biggest way the eco- reducing appropriations in some Our program committee is respon- nomic recession has affected your areas (by another $10,000), and cut- sive to programs suggested by both library? ting the materials budget further (by staff and the public. $50,000). SA: It’s pretty simple. We are learning PL: Have you tried any public aware- how to meet community need for PL: Have you noticed a change in the ness campaigns that have worked to library services with fewer financial way patrons are using your library as bring additional support or revenue resources. Our main goal is not to a result of the recession? to the library? cut our hours of operation dur- ing this downturn. The increased LD: There are more people looking LD: We collaborate with the city and demand for our resources makes for work and more people are using the schools to produce Shaker Life, a that critical. computers, filling out applications bimonthly publication that is mailed online, working on résumés, etc. We to every household in our district. PL: Have you had any staffing cuts or also have a lot more people coming This publication provides us with a reduction in hours? in saying that they have to learn how forum to speak about our challenges, to use computers and they are sign- to explain how the public can give SA: No. However, Durham County ing up for e-mail addresses and our to the library, as well as to help us government implemented a hir- computer classes. There seems to be advertise our programs and services. ing freeze in December 2008. We less leisure reading. We have also been working closely thought that was going to be lifted with other community groups as with the new fiscal year but recently PL: Are you offering new program- part of a countywide initiative to found out that, because of additional ming to help your patrons weather meet the out-of-school-time needs budget cuts at the state level, the hir- the recession? of youth. As a result, last year we ing freeze will stay in place. We have

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a number of highly critical positions around us. This one is called “Is the that we cannot yet fill. The county Economy’s Turning Point in Sight?” manager worked hard to avoid and features Campbell Harvey, pro- reducing library hours in his budget fessor at Duke University’s Fuqua proposal to the Board of County School of Business, who will exam- Commissioners. However, with the ine the case for and against an eco- budget reductions and hiring freeze, nomic recovery starting in the third it will require extensive restructuring or fourth quarter of 2009. of our staffing in order to make this Also, we are offering more com- work. Also, we will have many fewer puter classes, including job hunting positions overall than were planned skills and résumé writing. when we embarked a decade ago to create a regional library system with PL: Have you tried any public aware- four new regional libraries. We are ness campaigns that have worked to restructuring our staffing by working bring additional support or revenue with the county’s human resources to the library? department to reclassify numerous positions. At our Staff Development SA: Yes. We have had several print Day in May, we discussed the and broadcast reporters produce restructuring plans with all library stories on people’s use of our librar- staff and requested that each staff ies. We also have a foundation that member complete a form telling supports our library, and we have what talents and skills they have, worked with them to create fundrais- whether they’d like an opportunity ing appeals that educate customers to work in a new location or a new about the increased usage libraries position, etc. We’re working to match experience in difficult economic people’s interests and skills with times. The community continues to a new staffing pattern that will be be very supportive. focused on our customer-centered strategic plan, “Saying Yes to the Editor’s note: Interviews were Community.” conducted via e-mail by Brendan Dowling. PL: Have you noticed a change in the way patrons are using your library as a result of the recession? Reference 1. Barbara Hoffert, “It’s The SA: Yes. Computer use has increased Economy,” Library Journal 134 in the past three years from under no. 3 (Feb. 15, 2009). 100,000 sessions to over 500,000 annually. Staff members are field- ing more requests for help with job searches, etc.

PL: Are you offering new program- ming to help your patrons weather the recession?

SA: Yes. We are offering a follow-up program to a very popular one we had last fall as the economy crashed

11 july/august 2009 statistically speaking

This occasional column will focus on topical issues related to public library research and statistics. What do you need to know? Send ideas for topics to Kathleen Hughes, Editor of Public Libraries, at khughes@ ala.org.

DENISE M. DAVIS is Director, Office for Research & Statistics, American Library Association; [email protected]. Challenges to Sustaining Library Technology In a Tough Economy

repared as a presentation to the Pennsylvania Public Library district and system directors and staff, the following article highlights the P range of services libraries provide through public-access comput- ing and the core challenges to sustaining that infrastructure and those ser- vices. Acknowledgments are extended to the Public Library Funding and Technology Access project team, as much of what is reported in this article results from that research.

Library Use Increases in a Down Economy Yes, it does. A 2002 American Library Association (ALA) survey explored the proposition of whether or not library use increases during an economic downturn. Monthly circulation data from the 25 largest U.S. public libraries was requested in mid-February 2002, all serving populations of one million persons or more. Statistics on total circulation for the full reference period (60 months) were provided by 18 of the 25 libraries. Although the 2002 study findings suggest a relationship between public library use and the economic cycle, they do not themselves specify the immediate causes. Household surveys provide a snapshot of current library use and can be a source of trend data. Periodic household surveys sponsored by ALA indi- cate steady use of public libraries with modest fluctuations year-to-year within a reasonable margin of error (+/- 3 to 5 percent).1 In fact, the public library usage landscape has remained relatively stable over the past 11 years

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(according to ALA studies in 1998, reporting they had used the library ALA, the Public Library Funding and 2002, 2006, and 2009). in the past 12 months. Technology Access Study (PLFTAS) The most recent survey conducted The 2009 KRC household survey provides this detail.3 This three-year for ALA by KRC Research (January also found a switch in highest use study of public libraries assesses pub- 2009) found that, although the services from education (the long- lic access to computers, the Internet, number of households using librar- standing top reason for library use) and Internet-related services in U.S. ies is stable, frequency of use has to entertainment—leisure reading, public libraries, and the impact of increased substantially—both in- using computers, and borrowing library funding changes on connec- person and on the computer. Nearly music and movies—an increase of tivity, technology deployment, and two-thirds of Americans (about 130 about 9 percent from the 2006 sur- sustainability. The study builds on million) continue to report hav- vey. This reinforces the notion that the longest-running and largest study ing a current library card and most disposable household income is of Internet connectivity in public still visit the library in-person. Most shrinking. libraries, begun in 1994 by John Carlo frequent users tend to be women, Americans are deeply satisfied Bertot and Charles R. McClure.4 younger adults, college educated with and have positive perceptions PLFTAS provides information that adults, parents of younger children, of their public libraries. In fact, can help library directors and library and urban and suburban residents. seven out of ten Americans report IT staff benchmark and advocate for Increases in frequency in use being extremely or very satisfied technology resources in communi- since 2006 are attributable to two with their public libraries—a ten- ties across the nation. The data are groups: younger adults (ages 18 to point increase from 2002. “Friendly,” also of importance for policymak- 34) and households with children. “convenient,” “providing opportuni- ers at local, state, and federal levels; These increases in use translate into ties,” and “comfortable” are the top manufacturers of information and 25 million more in-person visits, descriptors for public libraries. communication technologies; and 11 million more uses via computer, Even with this great data, there the communities served by public and about 4 million more uses by are things we don’t regularly measure libraries. PLFTAS 2008–09 will be telephone. Overall, more than 135 about the impact of increased library released in September 2009. million Americans visited or used use. We don’t measure what specific the public library during the last year library services experience increases and nearly two-thirds of parents with because of higher walk-in use of Key Findings: children under the age of 18 con- public libraries; how libraries antici- 2007–08 Study tinue to take their kids to the public pate and plan for increased demand Demand Is Up library. for services, especially technology- Libraries serve a unique and Recent news reports also point based; or how libraries estimate important role in providing free to increased library use, with cir- technology expenditures twelve-plus access to all types of information culation growth in double-digits months in advance. and telecommunications services. (Chicago, Philadelphia, and many The demand for such services has other cities report increases of 20+ increased significantly with growing percent in the last six months).2 So, a Reality Check need for access to digital and online reasonable conclusion that libraries If high use implies higher value, how information—including e-govern- are used more when the economy are libraries dealing with all this ment, continuing education, and is in decline may be directly linked love? To understand this in a con- employment opportunities. Almost to household disposable income. Of text of technology-related services 73 percent of libraries report they households reporting library use in such as public Internet access, we are the only source of free access to the past 12 months, about 58 per- need to understand library con- computers and the Internet in their cent reported earnings of less than nectivity levels, how these services communities. $35,000 per year, 61 percent earned are used, and how libraries pay for Library staff members with higher $50–$75,000, and 68 percent earned them. A multiyear study coordinated skill sets are needed to support $75–100,000. Even those earning by the ALA Office for Research & technology-based services. Staffing more than $100,000 were strong Statistics, with support from the Bill levels are not keeping pace with library users, about 61 percent & Melinda Gates Foundation and patron demand—both for those

13 july/august 2009 statistically speaking

staff who provide training and other the effective speed of access to the staff, particularly those on library direct patron services, as well as for Internet at the workstation. reference desks, estimate that as those who maintain the information much as 85 percent of their time is technology infrastructure. The two spent in any given day on technol- greatest barriers to supporting and Costs to Increase Access ogy-related tasks. Along with an 86 managing public-access technologies Remain Number One Barrier percent increase in the number of are a need for greater staff expertise Cost and availability of higher- computers in U.S. public libraries, and availability of staff (time). speed access limit libraries’ abil- there was an 18.6 percent increase in ity to improve access speeds. library visits from 1.15 billion in 2000 to 1.36 billion in 2005. The number Proportionally, all libraries (rural, of full-time equivalent (FTE) staff Connectivity Speeds Are Up suburban, and urban) considered grew only 6 percent over the same However, libraries are not moving the cost of increasing access speeds time period. above the T-1 speed as had been to be a barrier hindering upgrades. Not surprisingly, there is an anticipated during 2006–07. About Rural libraries (24.8 percent) report- inverse relationship between library 51.6 percent of urban libraries, 42.1 ed that they are at the maximum staffing and numbers of public- percent of suburban libraries, and level of connectivity. For the second access computers (see figure 1). In 32.1 percent of rural libraries are year, libraries reported space issues addition, libraries reported spending accessing the Internet at T-1. In the and challenges in maintaining an more time troubleshooting comput- 2007–08 state library questionnaire adequate supply of building-based of the larger study, several state ing issues. electrical and IT wiring to support librarians suggested T-1 should be Moreover, staffs are struggling technology-based services. More the minimum level of connectivity with aging equipment. The 2007–08 than three-quarters of libraries (77.7 for all libraries in their states. study revealed that the age range percent) reported that space limita- Although many libraries improved for library computers in use is quite tions are a key factor when consider- access by moving to T-1 from lower broad. Libraries in all types of com- ing adding public-access computers. speeds, there was a slight decline munities are keeping computers Another 36.4 percent reported the (about 3 percent) in the number of older than four years in use to sup- lack of availability of electrical out- libraries reporting access speeds port patron demand. Key factors lets, cabling, or other infrastructure above 1.5 Mbps. The very low speeds affecting the replacement of public- as a barrier—up from 31.2 percent in are going away, but the midrange access computers: 89.6 percent 2006–07. speeds aren’t seeing increased reported cost and 33.1 percent said Public-access Internet services growth. This may be because of maintenance and general upkeep (including homework resources, availability and cost to increase issues as the greatest challenges. e-books, audio, and video) grew access speeds. There also is evidence dramatically over the past year. They in the 2007–08 study that more provide more options for library libraries have reached capacity in Education and Job-Seeking patrons, but further tax the library’s their technology infrastructure. The Services Skyrocket public services and technology infra- percentage of libraries that report Library staffs rank the top two most structure. Many library buildings, their connection speed is insufficient critical uses of public Internet ser- inadequate in terms of space and to meet patron demand some or all vice: education for K–12 students infrastructure (for example, wiring of the time is up about 5 percent (78.7 percent) and job-seeking ser- and cabling), cannot support addi- over the 2006–07 study. vices (62.2 percent). tional public-access computers and An increase in the number of The 2007–08 study found double- libraries reporting connection technology infrastructure. digit growth in the availability of a speeds greater than 769 kbps (up 11 range of resources in five key online percent from last year) is tempered services (see figure 2): by the vast majority of libraries (75 Staffs Are Stretched As Far percent) who report their wireless As They Can Go l audio content increased 33 and desktop computers share the While the reported average is about percent (from 38 to 71 percent); same network, thus diminishing 50 percent, some frontline library l video content is up 32 percent

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Poor’s), and life interests (such as genealogy). These are still the most commonly provided Internet-based services. These resources are avail- able in 98 percent of urban libraries, 93 percent of suburban libraries, and 80 percent of rural libraries. In fact, rural libraries reported the greatest percentage growth in offering home- work resources (up 15 percent) and audio content (up 34 percent). All of these services are great, but now let’s look at library funding.

Funding Libraries Figure 1. Full-Time Public Library Staff vs. Number of Computers, Nationally and Technology There are three major expenditure categories in which library data are reported—salaries (including benefits), collections, and “other” expenditures. Expenditure distribu- tions average 65 percent salaries, 13 percent collections, and 21 percent other. Other expenditures continue to increase as a proportion of over- all library expenditures. In fact, an anticipated increase of more than 6 percent in other expenditures, com- pared with about 3 percent for sala- ries and collections, was found in the 2007–08 study and may indicate a “greater than inflation rate” expense increase in this area and a shift away from salaries, as well as collections. This phenomenon is compounded by an anticipated decline in capital expenditures for building repair or Figure 2. Public Library Services Available to Users, 2007 and improvement that are not part of the 2008 general operating budget of a library. Capital expenditures declined slight- ly between fiscal years 2004 and 2005 (from 16.6 to 48.9 percent); increased by almost 13 percent (down to $1.22 million from $1.24 l homework resources grew (from 21.1 to 33.8 percent). million), and continued decreasing 15 percent (from 68.1 to 83.4 in FY2006 (down to $1.14 million).5 percent); Educational resources increase Funding data reported by libraries l e-book availability increased through various licensed databases since 2006 in PLFTAS indicate volatil- 13.5 percent (from 38.3 to 51.8 to support education (such as World ity in how libraries support this pub- percent); and Book and test-preparation materi- lic-technology access. Even libraries l digitized special collections als), business (such as Standard & with historically increasing funding

15 july/august 2009 statistically speaking

are experiencing flat levels of local from those anticipated by as much the type of expenditure. The most funding, and have reacted to this by as 20 percent—20 percent below noticeable shifts when comparing shifting to soft funding sources (fees/ anticipated expenditures for salaries, anticipated versus actual FY2007 fines, donations, grants, and so on) 0.8 percent below anticipated expen- operating expenditures occurred as a way to support public-access ditures for collections, and 12.5 per- with reported local/county support computing services. Local govern- cent above anticipated expenditures for salaries, donations, and local ment revenue and “other” (soft fund- in other areas. fundraising for other expenditures, ing) account for nearly 90 percent of When considered by source and an unexpected increase in fed- overall public library funding, with of funding, average expenditures eral funding directed to support very little funding coming from state missed or exceeded anticipated lev- salaries and collections. or federal government sources. els as follows: Libraries are becoming more Further, expenditures for collec- dependent on “soft” money (fees/ tions are shifting and the dispropor- l local/county missed anticipated fines, donations, and grants) for staff tionate increases for staff salaries levels by -22.2 percent; salaries. This is alarming because and “other expenditures” (including l state exceeded anticipated levels these types of support are more utilities, building repair, and tech- by +0.8 percent; volatile and can distort the true cost nology) compared with collection l federal exceeded anticipated of library operations, positioning purchasing raise an interesting levels by +28.6 percent; libraries to struggle year to year to question: Are the costs of salaries l fines/fees missed anticipated maintain basic services when, in and benefits, as well as increases levels by -22.5 percent; fact, sustainable public funding is in basic utilities, eroding funds for- l donations/local fundraising declining. merly directed toward collection exceeded anticipated levels by Overall, the use of non-tax rev- purchases? Despite documented +136 percent; and enue (fines, fees, and so on) reported triple-digit increases in materials l grants, including private grants, in PLFTAS 2007–08 are: costs during this decade, far less gain exceeded anticipated levels by in collection expenditures can be +19.9 percent. l about 37 percent was used to identified. pay for staff salaries in FY2007; When comparing anticipated Table 1 displays federally reported about 33 percent is anticipated in FY2007 operating expenditures library operating revenue (IMLS) FY2008; reported in 2006–07 PLFTAS librar- and actual or anticipated operat- l about 20 percent was used to fund ies with the actual expenditures ing revenue for FY2007–09 reported collections in FY2007; 23 percent reported in this year’s study, it in PLFTAS. The distributions aren’t is anticipated in FY2008; and quickly became apparent that antici- very different than those reported for l about 42 percent was used to pated expenditures were not real- FY2007 in the earlier study. support other expenditures in ized. Overall operating expenditures Looking at the data over multiple FY2007; 44 percent is anticipated fell short by 15.5 percent, and they years, it appears there are shifts in FY2008. varied by specific expenditure type in both the source of funding and

Table 1. Library Operating Revenue Reported to IMLS and ALA-FSU by Funding Source, FY2006–09

Funding Sources IMLS Public Library PLFTAS 2007–08 PLFTAS 2008–09 PLFTAS 2008–09 Data, FY2006 (%) Survey, FY2007 (%) Survey, FY2008 (%) Survey, FY2009 (%) Local/County 81.7 74.7 60.58 57.5 State 9.2 12.4 10.68 10.12 Federal 0.5 0.7 1.35 1.49 Other Sources 8.7 12.3 27.39 30.88

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Even in fall 2007 there were section for household and Issues brief-jobs.pdf (accessed traces of declining local revenue in other studies, www.ala.org/ala/ June 10, 2009). previously well-funded libraries. aboutala/offices/ors/reports/ Suburban libraries—a segment of reports.cfm#Research (accessed the library community that has his- June 10, 2009). Library Use in Economic torically had strong and stable local 2. ALA Office for Library Advocacy, Hard Times Resources funding—anticipated continued “Advocating in a Tough Economy ALA Office for Research & Statistics, declines in overall local/county sup- Toolkit,” www.ala.org/ala/ Libraries Connect Communities: port into FY2008, as well as declines issuesadvocacy/advocacy/ Public Library Funding and in donations and grants directed to advocacyuniversity/toolkit/ Technology Access Study 2007– technology expenditures. index.cfm (accessed June 10, 2008, www.ala.org/ala/aboutala/ Libraries’ ability to report tech- 2009). offices/ors/plftas/0708report nology expenditures continues to 3. Public Library Funding and .cfm (accessed June 10, 2009). be difficult. However, knowing what Technology Access Study, www Dan Freeman, “Libraries: A Source is spent on connectivity, hardware, .ala.org/plinternetfunding of Free Technology in Tough software, staffing, and related ser- (accessed June 10, 2009). Times,” ALA TechSource blog vices is critical to managing and 4. John Carlo Bertot and Charles R. (Jan. 2009), www.alatech sustaining these services. General McClure, “Public Libraries and source.org/blog/2009/01/ operating funds pay for most tech- the Internet 2004: Survey Results libraries-a-source-of-free nology-related services. However, and Findings,” www.ii.fsu.edu/ -technology-in-tough-times reliance on non-tax revenue to projectFiles/plinternet/2004 .html (accessed June 10, 2009). support basic technology hardware .plinternet.study.pdf (accessed “FY09 State Funding for Public and telecommunications expendi- June 16, 2009). Libraries,” 2009 COSLA Survey tures is growing, and is a reflection 5. Institute of Museum and Library for the upcoming PLFTAS of creating a revenue stream from Services, “Library Statistics,” (2009), www.ala.org/ala/ soft-funding sources to build and http://harvester.census.gov/ support new services. This is espe- imls/publib.asp (accessed June aboutala/offices/ors/plftas/ cially evident in suburban and rural 10, 2009). FY09statefunding.cfm (accessed libraries. June 10, 2009). Public Library Funding and General Advocacy Resources Technology Access Study, www Getting Ahead of ALA Office for Library Advocacy, .ala.org/plinternetfunding the Curve(ball) “Add It Up: Libraries Make (accessed June 10, 2009). Mary Jo Lynch, “Economic Hard Tracking expenditure trends in the Difference in Youth Times and Public Library Use your library is essential. Having ten Development and Education” Revisited,” American Libraries years of data is best and five years is (2009), www.ala.org/ala/ minimal. Understanding projected issuesadvocacy/advocacy/ (Aug. 2002), www.ala.org/ inflation rates and the impact on advocacyuniversity/additup/ ala/aboutala/offices/ors/ your budget planning is also critical. index.cfm (accessed June 10, reports/economichard.cfm Consumer Price Index (CPI) data are 2009). (accessed June 10, 2009). Full online and are current within a few ALA Office for Library Advocacy, report at www.ala.org/ala/ months of real time. See the Bureau “Advocating in a Tough Economy aboutala/offices/ors/reports/ of Labor Statistics website (ftp://ftp Toolkit,” www.ala.org/ala/ economichardtimestechnical .bls.gov/pub/special.requests/cpi/ issuesadvocacy/advocacy/ report.pdf (accessed June 10, cpiai.txt) for current and historic advocacyuniversity/toolkit/ 2009). inflation figures. index.cfm (accessed June 10, “State Funding for Many Public 2009). Libraries on Decline,” press ALA Office for Research & Statistics, release (January 2009), www.ala References “Job-seeking in U.S. Public .org/ala/aboutala/offices/ors/ 1. See ALA Office for Research Libraries” (2009), www.ala.org/ plftas/COSLAstatelibfunding09 & Statistics website “Reports” ala/aboutala/offices/ors/plftas/ .cfm (accessed June 10, 2009).

17 july/august 2009 internet spotlight

“Internet Spotlight” explores Internet and Web topics relevant to librar- ians in the public library sector. Your input is welcome.

Michael Porter is Communications Manager at Webjunction.org; michael Save Money— [email protected]. Michael is reading The Escoffier Cookbook and Guide to the Fine Art Use the Web! of Cookery by Auguste athleen Hughes, our very patient editor, asked for a column focusing Escoffier. on libraries and the economy: “Not only are we thinking about how K libraries are doing more with less, but also what libraries are doing to David Lee King is Digital help the public (job fairs, foreclosure workshops, etc.).” We immediately said, Branch and Services “we can do that!” Manager, Topeka & Shawnee County (Kans.) Michael: There are many ways libraries can save a boatload of money—their Public Library; davidlee own and their patrons’ money, too! [email protected]; www .davidleeking.com; Twitter/ David: And do it using online tools and websites! Let’s start sharing. We pres- Skype: davidleeking. David ent you with two lists: is reading Designing for the Social Web by Joshua Porter. Five Ways to Save the Library Money If you have feedback about this article, would like to 1. RSS. Does your library purchase library-related trade journals for suggest a topic for future staff to read? Or books about librarianship? Try this free alternative Internet Spotlight articles, instead—subscribe to some blogs written by librarians. In some cases, have an interesting Internet the authors of those slower-to-print journal articles have their own blogs resource to share, or if (both authors of this column do, anyway). In some areas of librarianship you just want to say hello, (technology is a great example) reading a blog is where you will find the please feel free to e-mail best information. the editors. Why? Because emerging technology trends are morphing and changing very fast. By the time a new concept or Web service is fully researched and printed in a journal, the information could be dated. This is why you’ll often hear the phrase “always beta” associated with emerging Web-based tools and services. By subscribing to an RSS (Really Simple Syndication) feed rather than reading (and purchasing) journals, you are saving the library money and potentially reading the freshest content at the same time. 2. Online Conferences and Training. Need to learn something? Want to hear some innovative ideas, but you don’t have the travel budget to pay for someone’s conference registration, hotel, airfare, parking, and food? Why not send staff to a webcast instead? There are a number of

  18 internet spotlight

organizations offering some 5. Open-Source and Web-Based yes, Mint claims to use great webcasts with top-notch Software. Instead of updating the same security tools that speakers. WebJunction and to the newest Microsoft Office banks use. the SirsiDynix Institute are product, why not try an open- How does this help save a couple of examples that source alternative, like the well- your patron’s bottom line? You come to mind. The American known and useful OpenOffice can offer classes showcasing Library Association is starting (www.openoffice.org)? It does financial-planning websites, to get its feet wet with virtual everything your favorite Office such as blogs focusing on the membership and participation products do, but it’s free. Need topic, online stock quote sites, at conferences as well. Why not to edit photos? Instead of buying online trader sites like E*TRADE, give it a try? Adobe Photoshop, why not use a and services like Mint. 3. Skype and IM. Need to make a free product like Picnik (www 2. RSS News Feeds. Remember long-distance call? Instead of .picnik.com)? Open-source and the RSS feeds mentioned using the phone, why not use Web-based software has come a earlier? Why not teach your a free online service? Connect long way; an application that has news-reading patrons how to using video instant messaging a strong community attached to subscribe to news sites’ RSS (IM) or make a Skype call it is a strong contender (maybe feeds, instead of paying for a (Skype does video, too). These even a replacement) for today’s paper newspaper? It’s actually services are free, in many cases, pricey, store-bought software. better news—it’s timelier than and very easy to use. Need to Case in point—David’s recently the print edition, it can be make a conference call? Skype published book was written updated for changes on the fly, does this for up to twenty-four using NeoOffice (the Mac and you can read commentary people. That’s a lot of people version of OpenOffice). in the comments underneath conferenced in—and it will cost most articles. Plus, it’s free. you nothing at all. 3. Social Networking and Web 4. Online Storage. Need to 2.0 Sites. Keep in touch with store some files, but your IT Ten Ways to Help Your friends and family for free. department is running out of Patrons Save Money YouTube account so you can storage space? Why not try a share your amazing videos? Free. free or affordable Web-based 1. Mint.com. There are a number Flickr? Free, but a pro account alternative, like Box.net or of online services created only costs $25 a year (which Dropbox (getdropbox.com)? specifically for saving money. is extremely cheap). Twitter? These services usually offer Mint, an online money Free. Facebook? Free. And in a “small” amount of storage manager, is one of them. This this economy? Free is definitely space for free (Dropbox gives free, Web-based service helps good. you 2 GB, and Box.net provides you set up a budget. Users of 4. Job Searches. Maybe your 1 GB). Then if you need more the service can enter financial library customers don’t need a space, it’s cheap to upgrade account information and it financial planning site. Instead, both services. Plus, your files will help track spending. From they have been laid off and aren’t locked in your office or Mint’s “About” page: “In five need to find a job. The library behind a firewall when you leave minutes or less, you’ll see (and the Web) can help here, the office. They’re accessible where you’re spending your too! Right now, every public anywhere (when you provide money, understand how your library in the nation should be your username and password, of investments are performing, holding classes on how to job course). I wouldn’t recommend and set up realistic budgets. Set hunt online. Many newspaper storing your library’s payroll up e-mail and SMS alerts and classified ads are online now, so records there, but still—free, you’ll be automatically updated they’re easy to search. But local easy, and accessible from whenever there’s an important job ads combined with those of anywhere. change in your finances.” And, surrounding areas, and larger

19 july/august 2009 internet spotlight

national job search sites like tournament with tween boys. to the community. If they see Monster.com, creates an easy Invite kids in to show off what how we helped others, they’ll way to search for and find a job. they’ve done to their Webkinz know they can also get help 5. Teaching Basic Computer Skills. pet’s rooms. There are literally through us. Attendance numbers for some thousands of cool multimedia technology classes at David’s and gaming websites the library So use posters and local newspa- library have gone up since the can use for an entertaining pers (online and print, ahem). Heck, recession kicked in—people are event. Again—all free to use and why not call the local TV channels coming in to learn new skills and watch. and have them come in so you can update or create a résumé. Plus, 9. Have Patrons Make Their Own give them a tour of how you save the many jobs now require online Entertainment. Hold a teen community greenbacks? It might just applications. Guess where you YouTube video contest like end up getting you more legal ten- can fill one out for free? Yep, in some libraries have done, and der to offer more of these important the library. offer a pizza party at the end of services and it will endear people to 6. Electronic Reference Services. the contest. For the adults, set the institution of the library at a time Patrons can access them from up an online book discussion when they may be feeling less valu- home, so they don’t have to group and choose an open- able, more vulnerable, and in need drive, which saves gas and wear source, online book that’s free to of some hope. and tear on their cars. Plus, the download. Then discuss. And as far as hope is concerned, fact that they’re able to access 10. And Finally . . . The best way we can even create book displays thousands of free magazine to save patrons some serious with encouraging titles, upcom- articles is also a money saver! bucks may be by simply ing events, or guest speakers. The 7. Moving Traditional Library telling your community how important thing is to not be afraid Services Online. Even something successful you are, by marketing to toot your own horn. If you don’t as simple as placing a hold on both your services and your tell people how critical the library is, a book can be a help. How? If accomplishments. Have great especially when people are feeling patrons know how to place holds DVD circulation stats? Make a stressed, then many of them might on books online, they can drive posting about it and encourage not know just how the library can to the library when they know patrons to be a part of the wave help in their coping and recovery. It’s a book is ready to be picked up, of people discovering the value up to you, so go start planning what thus saving their gasoline bill of the library that way. Offer free you can do for your community! and time. classes or workshops? Talk about 8. Free Entertainment. Link to how many folks attended last the funniest YouTube videos of year and upcoming events. Help the week—even show them in someone find a job? Take his the library on a Friday night, picture, get a testimonial, and with popcorn, on a big screen. make a poster out of it. Every That could be fun. Link to new single day we are surrounded movies that Hulu.com has added by success stories that wouldn’t to its site. Advertise and play have happened without the some Facebook games with library, and we need to do a your patrons. Hold a Runescape better job of telling those stories

  20 bringing in the money

“Bringing in the Money” presents fundraising strategies for public librar- ies. Many librarians are turning to alternative funding sources to supple- ment shrinking budgets. Fundraising efforts not only boost finances, but also leverage community support and build collaborative strategies.

PETER PEARSON is filling in for regular columnist Lee Price. Peter has been President of The Friends of the Saint Paul Public Library Fundraising (FSPPL) for eighteen years. FSPPL is a single non- profit that serves as both a Friends group and a library and Advocacy foundation. Peter is also Lead Consultant with Library Strategies, created three years ago by FSPPL as an in Tough Times entrepreneurial effort to fter 9/11, the economy took the worst downfall we had seen in many provide consulting services years and library budgets took huge hits. We thought we had seen the to libraries across the coun- A worst of times. The effect of that economic downturn on library bud- try while earning additional gets was far less severe than what we are facing today. Demand for library revenue to support Saint services is at an absolute peak while funding is being slashed by percentages Paul Public Library; peterp@ that I have not seen in my eighteen years as a public library fundraiser. thefriends.org. In spite of what we read and hear every day, the sky is not falling. These are tough times, but they provide an opportunity to look at the fundraising Peter is reading Outliers: glass as half full. Consider the following: The Story of Success by

Malcolm Gladwell and The l Many library donors are older and less invested in equities (stocks) that Second Death of Goodluck have shown the worst losses in the last eighteen months. Tinubu by Michael Stanley. l Annual giving for most working donors comes from their salaries, not their invested assets. Donors with a job will continue to be able to give. l Those donors who feel the economic pinch tend to continue to give to programs and organizations that they view as essential to the community’s well being. Never have libraries been more essential and it is prime time for making the case for annual support. l In most states, the creation of new nonprofits is at a standstill. Competition for donors is not increasing so now is the time to focus on reaching 100 percent donor retention. l Tough economic times can provide fertile ground for bringing in new donors at all levels of giving. The Friends of the Saint Paul Public Library (FSPPL) recently launched a campaign to Stock the Stacks. This campaign to boost the library’s collection budget raised more than $30,000 in just over a month, with more than 450 gifts (from $20 to $1,000) and brought hundreds of new donors in the door. l Private and public supporters do not respond well to panic. The library’s mantra should be, “We provide high quality programs and services in

21 july/august 2009 bringing in the money

all times.” This message should big fundraising initiatives, but it is support. Every one of our Friends’ be communicated to donors, pound foolish to cut fundraising staff donors gets a personal phone call public officials, corporations, and with the goal of saving money. Focus some time during the year from our foundations. It does not diminish on fundraising activities that have a staff, board members, or other vol- the need for support but portrays solid track record of engaging sup- unteers. This is not always easy to the library as a strong, constant porters for the library. do but this has helped build a broad, thread in the community’s Cultivating and maintaining loyal strong base of loyal library donors. tapestry. individual donors is the cornerstone Planned giving is always an of private fundraising efforts. There important fundraising activity for The flip side of the fundraising are no donors too small. Stories of libraries. Donors may be shell- coin is containing expenses. While a individuals who led quiet lives and shocked by their losses in the stock first reaction might be to slash pro- left big dollars to libraries and other market and their retirement plans grams and staff in reaction to budget organizations are always in the news. and worried about having enough constraints, the wiser approach is to More than ever, now is the time to assets to sustain themselves, let plan and move strategically—looking focus on individual donors. alone having enough money to leave to the long term. Individual donors need to be their children or charities. Now may Take time to examine all of your presented with a strong case for sup- not be the time to increase solicita- library’s programs, services, market- porting an organization, other than tion of new planned givers, but it is ing, and fundraising activities and “We need your money because these certainly the time to nurture your identify which ones are successful. are tough times!” It is easy to pres- existing estate donors. Eliminate those that cost excessive ent the same case year after year. Create opportunities or structures staff time or are just not producing These challenging times provide an for special recognition of donors strong results that will yield long opportunity to change your message. with a long history of supporting the term support for the library. It is Consider making the case for how library. Let them know that you know shortsighted to measure success by libraries help people find jobs, learn who they are and how much you numbers only. It is also measured to write résumés, and find support in appreciate their ongoing support. by impact and potential for building the library setting. Showcase how the FSPPL recognizes these individuals loyalty and potential supporters. need for library materials, programs, in a number of ways. Donors of $500 FSPPL created a special fundrais- and services goes up in huge num- or more are invited each year to the ing event five years ago. Opus & bers when the economy plummets. Donor Society Luncheon. The event Olives: Fine Print & Fine Food is a Take time to create writing and talk- is small in scope but big in impact. reception, dinner, and program with ing points for all your communica- There is no mention of fundraising five authors. The event was con- tors (staff, board members, Friends, at the event. We feature a popular ceived as a fundraiser but the spill- and other library supporters) to tell author and give a signed copy of his over effect has been tremendous. the story of how vital libraries are or her book to every donor at this Last year’s event drew more than in these times. Post these messages level (even if they do not attend the seven hundred guests and netted on your website and write editorials event). This event draws more than nearly $100,000. Beyond these num- and white papers. Now is a market- one hundred individual donors every bers, the event has brought in new ing opportunity that should not be year and we hear over and over how annual donors, corporate sponsors, missed. much they appreciate being invited board members, strategic partner- Do not assume that individu- and recognized. ships, and incredible visibility for als cannot make an annual gift, or Another way of recognizing our library and The Friends. While other contribution to their library. donors is creating a Loyalty Circle. now might not be the best time to Individual giving declines only mar- Our Loyalty Circle is made up of take on a big, new event, I offer this ginally in tough economic times. donors who have a ten-year history as an example of the many ways that Fundraising campaigns should (or longer) of supporting the library, a program or fundraising activity can acknowledge the challenge but never at any level. Loyalty Circle members measure success. back away from making “the ask.” are recognized in our annual report Now may not be the time to add Individual donors need to be and thanked by being invited to new fundraising staff or move into thanked and recognized for their special events. This group contains

  22 bringing in the money

many of your most likely prospects including FSPPL, were successful poned temporarily, but this may for planned gifts. in getting $4.25 million per year set not be a luxury of time that your Your annual giving campaigns are aside from a new state sales tax dedi- library can afford. Capital campaign as good as your database. Eighteen cated to supporting library arts and gifts are larger than annual gifts so percent of the U.S. population culture programming. contributions usually come from an moves each year. Incorrect addresses Grassroots advocacy efforts are individual’s assets rather than from cost money, irritate individuals, and extremely successful. While individu- their annual incomes. While these ultimately result in lost donors. Weed als may not have dollars to give to gifts have been adversely affected in your database and keep it up to date. the library, most everyone believes this economy, there are still many When we use the term fundrais- the library is critical to the health of wealthy individuals with diverse ing, we generally think of annual a community and will give their time portfolios and investments who are campaigns, capital campaigns, and and raise their voices in support of surviving the downturn with sub- planned giving. But for libraries, the libraries. Think beyond the usual stantial assets still intact. If you are lion’s share of funding comes from suspects in identifying individuals still planning a capital campaign, it public sources. What can Friends and groups who might support your is more critical than ever to conduct and foundations do to secure and library at the local level. a feasibility study before you begin expand this source of support? One Advocacy coalitions are effective the campaign to determine the solution is to create a grassroots, ways to band seemingly disparate potential success of a campaign goal citizen-based advocacy campaign. groups together to secure public and identify lead donors. This goes hand-in-hand with private funding. Coalitions can make the A final word of counsel is about fundraising. case that funding community pro- looking at your fundraising structure The need for public support of grams and organizations (such as and activities. If your Friends group libraries never diminishes. In criti- arts, cultural, new Americans, senior is not bringing in enough money cal times, advocacy moves right to groups, libraries, and so forth) helps to provide serious support to the the top of the priority list of support maintain the economic viability of library, now may be the time to con- activities. Having a solid advocacy the city or state. Advocacy initiatives sider creating a library foundation. A program is essential to any library. like these also attract corporate sup- foundation can live side by side with Now is the time to expand your port from businesses that believe an existing Friends group but each advocacy efforts. If your library healthy communities attract and has a separate role. Creating a foun- Friends or foundation does not have retain good employees, where every- dation allows the library to recruit a an advocacy committee, create one. one thrives in the long term. Working fundraising board, populated with If one already exists, be creative in in coalition is a lot more effective individuals with affluence and influ- looking for new partners and innova- than going it alone. ence. This does not diminish the tive ways to raise new public dollars. The need for new, expanded or work and contributions of Friends FSPPL recently expanded its renovated libraries does not go away groups, but expands a library’s advocacy efforts from the city level even in these rough times. Many capacity for raising money in good to the state level. Library advocates, capital campaigns have been post- times and bad.

23 july/august 2009 passing notes

“Passing Notes” focuses on young adult service issues, including pro- gramming, collection development, and creating stronger connections with young adult patrons. The column will address these topics with a humorous bent and an awareness that the key to working with young adults is constant reinvention.

Contributing Editor MICHAEL GARRETT FARRELLY is a Youth Services Librarian and graphic novelist living in Chicago; mgfarrelly@ Refuge in the gmail.com; www.mgfarrelly .com; Twitter: @mgfarrelly.

Michael is reading The Library Road by Cormac McCarthy, sk any group of people and you’ll be stunned how many of them The Lazarus Project by grew up poor. Whether you’re in a dorm, at an upscale cocktail party, Aleksandar Hemon, or hunkered around a keg under the stars, you’re going to meet a The Yggyssey: How Iggy A heck of a lot of poor people, or a few poor people and a great many fibbers. Wondered What Happened Believe it or not, being poor has a certain coolness factor, if you aren’t actu- to All the Ghosts, Found Out ally poor. Where They Went, and Went I grew up in what would be politely called the “lower middle class.” We There by Daniel Pinkwater, never lacked for the basics (food, shelter, clothing) but I knew that my mom No god but God: The Origins, had to mend my clothes more times than she would care to admit because Evolution, and Future of new ones would cost too much. I knew that my mom didn’t like me to open Islam by Reza Aslan, and my Christmas gifts in front of my cousins for fear I’d be embarrassed. I knew Herzog by Saul Bellow. that my childhood asthma meant my mom had to take a third job on the weekends. I knew that I’d be paying for college if I wanted to go. I knew that when my mom came to me and asked if I could help with grocery money after I got my first part-time job in high school that she cried about it. I knew that cheap shoes don’t last but you can get five pairs for less than one good pair and alternate. I learned how to do my laundry and cook at age eight, how to ride the bus and El train by nine, and was taking myself to Cubs games at ten. My mom worked and worked and worked. With a high school educa- tion, she went from loan collector to bank vice president by sheer grit. She always saw that I was safe, but she missed a lot providing those basics. My dad died when I was six and she had to be everything and anything a parent might need to be. I was a latchkey kid, a term I hate because of the connota- tion that somehow being one reflected badly on your parents. I walked home from school, called to check in, called if I was going out, and always told my mom when I’d be back. Of course, she knew where I was most of the time— at the library. The Albany Park branch of the Chicago Public Library (CPL) was my sec- ond home for much of the late ’80s until the mid-’90s. It’s a one-story build- ing, right at the corner of Foster and Kimball avenues. It’s a ’60s-era building,

  24 passing notes

so it lacks the red brick spot and like me, were hanging out. Many of “ecopocalypse” or a recession or just polish of more recent CPL buildings. them were children of divorce. I had be honest and say it’s hard out there You’ll find a number of branches an odd status as the kid whose dad these days. Whatever term applies, in the system with eerily similar wasn’t simply out of the house, but there are more and more kids whose layouts. Nevertheless, this one was dead. parents are working longer hours. mine, all mine. The library saved my life on more Music lessons, martial arts—these I devoured spinner racks of cheap, than one occasion. Being chased by often get scaled back to save on pulp sci-fi. I read Faulkner and a grade-school pack of thugs? Run money. Suddenly, tweens and teens Hemingway for the first time thanks into the library and wait them out are facing a long, empty afternoon to a display about American authors. with a good book. When a cataclysm landscape. What can we do, as librar- I participated in a Halloween cos- of circumstances led to my mom ians, to make it better? tume contest with my friend Tommy being unable to pick me up by clos- Deluca, dressed as a murderer and ing, and nowhere near a phone, the victim respectively. I—very gently, I good-hearted librarian sat with me assure you—bopped Tommy on the at the bus stop, in the rain, until my Keep Everything Free head with a candlestick, my vision of mom showed up crying and far more (Or Darn Close To It) murderers being informed entirely scared than I was at the time. The This one is obvious, because it goes by the board game Clue. mountains of books I read, the board to our very souls as library profes- The librarians were patient souls, games I mastered, the friends I made. sionals. However, the creeping answering a millions questions, but Moreover, it didn’t cost me a penny. trend of charging for materials and refusing to do my homework for me. You can call it the “global finan- events has been going on for a while. There were plenty of other kids who, cial crisis” or the “econoclasm” or Especially in a time when local bud-

25 july/august 2009 passing notes

gets are being slashed to the bone, seems like a bad plan, but many all, it’s a legal defense and eminently the pressure to charge can be over- businesses are looking to support sensible. However, what happens whelming. Programming costs can their community and reach out to when a fourteen-year-old tells you always be cut back. new customers. They can do it with- his dad won’t be home until after out spending money, too. Maybe 8 p.m. and he’s the only person his the copy shop loans you a digital sister has to look after her? You can Simplicity Works camera for programs. The hot dog build a relationship here with a par- Popcorn, a movie, and a television stand might have spare t-shirts that ent. Maybe they can’t afford daycare to show it on. Colored pencils and can be used for crafts or costumes. or perhaps they simply can’t con- a theme. Paper squares and an ori- Look beyond what a business does nect with the right nonprofit to help. gami book. I’ve kept a notebook of to what assets they might be able to Working with parents and connect- programming ideas for years and share. In return, the library can offer ing them to resources that can help one category I have is “the moths in exposure, maybe help drum up busi- make a hard time easier, that’s a pro- the wallet” program. If you’re tapped ness by getting a little synergy going. active solution. for money, go simple. The most suc- Offering an upgrade on a car wash When my mom passed away, cessful programs are often the most or a free drink with a library receipt we did the somewhat traditional simple. Young adults want to be free dated today is just one possibility. As funeral procession drive around the to self-define. Give them the run for stealing, grab any and all good old home sites. Leaving the church, of the art closet and a mandate to ideas you can. Librarians are already we headed past our old apartment decorate part of the library. Create ridiculously connected online; why on Sawyer Avenue then out to the art projects for local military person- not offer up your programming ideas cemetery. Now turning right on nel. Writing and poetry cost nothing. as a PDF “out of the box” kit? Steal Foster at Sawyer you go about three What’s stopping a library from host- this program. blocks and pass right by the Albany ing a play or even a series of dramat- Park Library. I remember that was ic readings from literature? Twenty where I felt a sense of deep gratitude. bucks and a trip to a thrift shop or Tread Lightly Growing up poor, you often don’t feel dollar store will score you some great Nothing gets librarians arguing like very welcome, but the library was props and costumes. policies on unattended children. one place I always felt accepted. A Usually this doesn’t affect young place where my mom didn’t have to adults as much, but with parents out worry and I could get into all kinds Beg, Borrow, or Steal of work or pulling more hours, often of smart trouble. Telling librarians (Sort Of) teens are stuck watching younger that libraries are important seems Asking for community sponsor- siblings. The temptation is to stick silly. But it’s true all the same. ship and support in a bad economy close to the letter of the policy. After

OCLC Receives Grant to Develop Community-Based Awareness Campaign

The Bill & Melinda Gates Foundation announced a $5 million grant to the OCLC library cooperative to develop a public information campaign that will help public library leaders heighten awareness of the needs of local libraries and increase support for the services they provide during these challenging times. OCLC will pilot the campaign in select areas of Georgia and Iowa starting this summer along with a limited number of other com- munities to be selected later. In addition, OCLC will make available community awareness campaign materials and other guides to assist library leaders throughout the country. OCLC will work with Leo Burnett USA, a Chicago-based marketing communications agency, to design and test the community support campaigns in Georgia and Iowa. They will use advertising, direct marketing, online engagement, public relations, and grassroots community initiatives to heighten awareness of the need for increased library support. Approaches will be informed by market research OCLC and Leo Burnett con- ducted in 2007 identifying factors that drive and limit support for public libraries.

  26  No Easy Targets Six Libraries in the Economy’s Dark Days

SUZANN HOLLAND is Director of the Oskaloosa (Iowa) Public Library; [email protected]. She is reading Cemetery Dance by Douglas Preston and Lincoln Child.

AMANDA VERPLOEG is a Library Assistant at the Oskaloosa (Iowa) Public Library. She is reading a Nancy Drew book, The Mystery of the Ivory Charm by Carolyn Keene.

n the current economic climate, virtually no government agency is safe from financial hardships. Libraries all over the nation are feeling pain, often in the form of cuts to hours, programming, materi- als, or even staff. Now more than ever, people are turning to libraries for the services that they can no longer afford, such as media purchases and Internet access. The combination of library funding cuts and a growing library patron base has many libraries throughout the nation stretched thinner than ever before. IFor this article, the authors talked to library administrators representing communities of varying sizes across the country about the difficulties they are facing and the ways that they are coping with their libraries’ struggles. Most libraries are making difficult decisions about how to best prioritize the valuable and necessary services on which their patrons depend. Many library patrons are relying on services such as Internet access to apply for jobs, complete college applications, or work on homework—many things that they used to do from home. According to a recent issue of Time magazine, 63 percent of the approximately one thousand people inter- viewed for the article have cut back on entertainment purchases due to the economy.1 For better or worse, the perception of the public library is changing from that of an information source to an entertainment source, which can lead people to look at the library as an expendable resource. While many library patrons and staff know the important role libraries play in a community, many non-library users and municipality leaders may not see the value of the public library. Despite the dark days many of America’s libraries are facing, the directors of the profiled libraries consis- tently expressed hope for the future and optimism that things may be brighter than ever once the economy turns around.

The Libraries Saxton B. Little Free Library The Saxton B. Little Free Library (SBLFL) has been a presence in the small community of Columbia, Connecticut, since 1883. Staff members currently work to meet the needs of a population of just fewer than five thousand citizens. Though library funding has always been tight, recent years had seen small but steady

27 july/august 2009  no easy targets

gains in the budget. Director Su Epstein notes that that the administrative team has been able to “hold in 2006, the library negotiated with the city for a the line in resisting budget cuts and has maintained substantial increase to take place over the course of a balanced budget through the current recession.”3 several years. This additional funding was earmarked But this doesn’t mean that the library isn’t feeling the for much-needed salary adjustments for library staff. economic pinch. Once the economic crisis hit, the city reneged on this The administrative team has been able to negoti- agreement, and made cuts to the library’s budget. ate reductions in costs with vendors and service pro- In the fallout of the city’s broken promises, Epstein viders. However, the escalating cost of staff benefits and her staff had little choice but to reduce the level has been difficult to absorb in a flat budget year. A of service being provided to the citizens of Columbia. partial freezing of salary increments accepted by staff “While we have tried very hard to not cut, we have has helped. Casey is noticeably proud of the library’s purchased less materials and reduced the number of employees for keeping staffing levels under control. programs offered,” she said.2 More service cuts may “The increasing demand for service by the public has be coming. been met by astute management of existing staff by supervisors,” he said.4 Oskaloosa Public Library The budget woes of the Oskaloosa (Iowa) Public Washoe County Library System Library (OPL) date back to 2004, when the state leg- Founded in 1904 as the Reno Free Public Library, the islature made a $60 million cut to local governments. Washoe County (Nev.) Library System (WCLS) cur- Like other cities and counties across the state, the rently serves a population of 420,000 citizens and city of Oskaloosa (population: 11,000) made across- is led by Director Arnie Maurins. The situation in the-board cuts that year. The city budget line item for Washoe County is bleak. In the last two years, the library materials was slashed from $47,000 to $1,000. system’s budget has been reduced an astounding 40 Left with few options, the library board and staff percent, primarily because of the area’s declining tax turned to “windfall money.” These funds are primar- revenues. Maurins explained, “Sales taxes have been ily comprised of small special-purpose grants and decreasing in Washoe County for over two years, and memorial bequests. property taxes have been declining due to foreclo- OPL has tried to keep most of the cuts behind sures and adjusted property values.”5 the scenes. The primary example of this came in Where are the cuts being made? Spending on February when the board voted to cease the library’s materials and database subscriptions has been RFID tagging program. The original equipment pur- halved. A shared library with a middle school has chases were made with a large bequest, but the ongo- been closed. Smaller branch locations, such as the ing cost of supplies has been a financial burden. one housed in Washoe County’s Senior Center, have The library’s decision ushers in a new era with a seen reductions in operating hours of up to 35 per- new philosophy. No longer will ambitious new pro- cent. The larger branches will likely see hours cut in grams with substantial ongoing costs be initiated the new fiscal year and more closures may be immi- with windfall money. Generally, if the library’s operat- nent. The coming year will also see mobile and out- ing budget cannot support the fixed operating costs reach services significantly reduced. of a project, it’s risky to commit the library to it. Perhaps the hardest to swallow for Maurins and Despite the change in philosophy, the point is his staff is the closure of the partnership library almost moot, as available windfall money has been with one of the area middle schools. He noted, “We drained with little to replace it. OPL has to use the had provided public library service in that facility trickle of windfall money for materials, so it must find for nearly thirteen years. Families in the immediate other areas in which to reduce operating expenses. neighborhood now have to travel several miles to Next on the horizon: a probable move from SirsiDynix reach one of two alternative branches.”6 Staff layoffs to a less expensive integrated library system. may also be a difficult development on the horizon. “That would be an extremely painful decision, even if Oak Lawn Public Library there are no other viable alternatives.”7 Oak Lawn (Ill.) Public Library sits in the suburbs of Chicago with a population of just over 55,000. ALA Phoenix Public Library Council member James B. Casey heads the library. The Phoenix Public Library (PPL) has been serving Oak Lawn has not yet experienced the drastic budget the public since 1898 and currently meets the needs slashes seen in other public libraries. Casey noted of a population of 1.5 million. According to Director

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Toni Garvey, the facility has lost about 26 percent of Increased Usage its payroll budget in the last two years. Services have While libraries all over the nation are feeling the been hard hit. Much less adult programming takes effects of cuts to the budget line items for materi- place, although employment-related programming als, programming, and staff, more and more people has been maintained, given the economic situation. are flocking to libraries for entertainment and other Teen programming has been reduced from one per needs. week to one per month. Gone are the school tours Fall 2008 book sales were down about 7 percent and the outreach program for the area’s first graders, compared to the fall of 2007.12 With standard hard- Grade One at the Library. The materials budget has back books typically costing well more than $25, it is been slashed by a million dollars. The hardest cut to no surprise that people are cutting that expense out make? Library hours, which have been decimated. of their personal budgets and instead turning to their Before the cuts, every library in the system was libraries. At the main library in Modesto, California, open seventy-two hours per week, and each had the circulation of books, CDs, and DVDs is up about same hours, which included Sundays. Now Sunday 15 percent.13 The Boise Library saw a 61 percent hours only exist at half of the branches, and those increase in library card usage in 2008.14 libraries are open for four hours instead of the previ- These incredible increases in usage are great for ous six. Each building operates one eight-hour shift libraries, in the sense that it seems like more and per day, six days per week; bringing total open hours more people are realizing the value of the public down to forty-eight per week. Garvey recalled, “For library. Unfortunately, if the cuts get much worse, years we could say, ‘we’ve got the best hours of ser- libraries may be forced to cut the very services that 8 vice of any library in the country.’” Bigger in geogra- the patrons are using more than ever. phy than Los Angeles, Phoenix is served by a central According to a January 2009 article in The Boston library and only fifteen branches. “Accessibility was Globe, “at the Revere Public Library, circulation in about the hours we were open, not a lot of buildings. fiscal 2008, which ended June 30, was up 20 percent 9 We really redefined what access meant.” over the previous year, according to library director Robert E. Rice Jr. He said usage has risen noticeably Brooklyn Public Library since then.”15 Brooklyn Public Library (BPL) Executive Director In Seattle, the two primary library systems in Dionne Mack-Harvin took the helm at a difficult the area—the King County Library System (KCLS) time in the library’s history. The institution has been and the Seattle Public Library—loaned more than open to the public since 1892, and currently serves two million more items in 2008 than in the previ- a borough of 2.5 million citizens. Brooklynites are ous year.16 KCLS is one of the busiest libraries in the now watching helplessly as the library takes a city nation, second only to the Queens (N.Y.) Library.17 and state funding hit to the tune of $2.1 million. Early KCLS saw an increase in circulation of about 6.5 per- in the budget process, the library system is typically cent in 2008.18 pegged for cutbacks, but funding has typically been The American Library Association’s (ALA) Public restored during budget negotiations. Mack-Harvin Information Office (PIO) reported that, as of noted, “This is the first time in several years that a September 2008, an estimated 68 percent of U.S. resi- proposed budget cut has gone through, and that is dents have a library card, up about 5 percent from due to the state of the economy. Our operating bud- 2006.19 PIO also reported that 76 percent of U.S. resi- get, or spending ability, has also decreased—regard- dents visited their public library during the previous less of an actual budget cut—since funding has not twelve months.20 When compared to a study from increased along with inflation.”10 2006, this is a 10 percent increase in library visits. All Sunday service throughout the system has In the same press release, PIO stated that in been eliminated. Mack-Harvin said, “It’s always a a recent poll of U.S. residents, 92 percent of the challenging decision to reduce hours of service, but respondents felt that their library is a very impor- in order to make the savings we need for the upcom- tant community resource.21 Given these reported ing fiscal year, we closed six locations on Sundays increases in visits and circulation, libraries are strug- at the beginning of this year. By eliminating Sunday gling to make sure that they can serve their commu- hours, we’ve saved almost $1 million in operating nities in the best way possible. expenses. A hiring freeze for nonessential positions is Library materials related to the job search process now in place, and the purchase of new materials has have also seen spikes in circulation. At the Boulder been severely curtailed.”11 (Colo.) Public Library, circulation of books related

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to job hunting has increased approximately 14 per- value of their public libraries will continue to use cent in the last year.22 The Arlington Heights (Ill.) library services after they are back on their feet. Memorial Library has seen an increase in homeless patrons appearing in business attire and spending long hours job hunting.23 Despite the increases in the Reduction Considerations use of this category of materials, struggling libraries When there are no other choices other than to make may have difficulty in updating their job seeking and cuts, how do we make these difficult decisions? Some résumé materials or replacing those materials when rely heavily on statistics and make highly researched they become worn out from use. decisions; for others, the best choices are obvious. More people are turning to their libraries as a sub- With the vast majority of a library’s budget going stitute for entertainment purchases such as movie toward salaries and associated benefits, laying off rentals and music. Cutting the entertainment budget staff might seem like the quickest fix. But few stones may be easier for some families when they know that cause more ripples than staff reductions. Unless a the library can provide them with the latest movies library is overstaffed, which is unimaginable for most or most popular CDs. But with increased use comes administrators, fewer employees means poorer ser- increased replacement and mending costs. It may vice. Other devastating results can include shorter become more difficult for libraries to maintain an hours, fewer professional employees, longer waits for attractive collection of materials. materials, and so forth. Of course, most library staff members love the Mack-Harvin noted that protecting staff positions increase of patrons and usage. After all, that is why was key for BPL. The system’s administrative team the library is here, to be used! However, it must be recognizes that protecting staff positions and main- acknowledged that the downturn of the economy, taining a high standard of customer service go hand the stresses of layoffs, and the struggle to make in hand and are therefore top priorities for Brooklyn’s ends meet is causing concern among library users library. “By cutting non-essential spending, not filling and staff. More and more people that come into the vacant positions and eliminating Sunday hours, we library are already stressed to the breaking point. have been able to safeguard in fiscal year 2009 and Little disappointments or unmet needs at the library preserve six-day service at our sixty libraries,” she can make their temperament or attitude take a said.26 downward turn. Staff of the PPL knew that hours must be reduced, Generally, crime rises when the economy sours. and the administrative team worked to make the The increases in usage and stress have resulted in most informed decision possible. Formal usage many libraries taking measures to make sure that studies were conducted to determine the foot traf- their patrons and staff members are safe. At OPL, fic patterns for each branch location. The resulting police officers have taken a proactive approach to data provided hour-by-hour, day-by-day information safety—providing training to library staff and peri- about the number of people entering the building odic walkthroughs of the library building by officers. and the circulation valleys and peaks. The ultimate They hope that showing that they are present and goal was to reduce hours, yet still be available to ready to respond to trouble will deter people from patrons during the busiest times. Garvey learned that stealing or harassing staff and patrons. According to the hours from 11 a.m. to 7 p.m. are key, but steady the New York Times, libraries all over the nation are morning traffic clearly indicated earlier hours were facing increased security concerns and some may needed as well. Garvey said, “We’re now open from need to increase the measures they take to protect 11 to 7 on Mondays, Wednesdays, and Fridays; 9 to 5 their employees and patrons, but they may not have on Tuesdays, Thursdays, and Saturdays. Close to the the funds to do so.24 The average cost of an unarmed same number of customers are now being served by security officer is about $26,000.25 Many libraries do 30 percent fewer staff.”27 The system’s visits-per-hour not have the money to pay for their current staff, let statistics show that the library is busier than before. alone the additional expense of a guard. In light of the brutal cuts endured in Washoe Most libraries have seen or will see an increase County, Maurins considered a variety of factors. in library use as long as the economic climate looks Primary on the list was the impact on the public. bleak. Hopefully, the vast majority of libraries will be Geography was a strong consideration in closing a able to maintain their collections, staff, and facilities branch or reducing hours at others. The distance until their funding increases. The interesting point between branches and the open hours of each loca- will be seeing if the patrons that have discovered the tion was carefully studied. For staff reductions, the

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qualifications of employees were noted. Luckily, OPL was able to use its remaining windfall money retirement incentives offered by the county reduced to cover the 2009–10 budget year. An operational the number of layoffs. For other cuts, Maurins looked efficiency committee was also created, consisting of a at the availability of outside funding to help with combination of board and staff members, to evaluate variable expenses. Funds from grants, donations, and the everyday expenses of the library and make sure support organizations are now part of the plan for the library’s money was being used in the best ways supporting line items such as library materials. possible. For the smaller, single-location institutions of OPL Maurins said Washoe County Public Library and SBLFL, the decisions have been simpler. They System did not use any special methods when mak- have been made by a single person and have drawn ing cuts, but rather followed a balanced scorecard heavily upon common sense and trusted instincts. strategic plan when deciding on a plan of action. The question has been, “How do we serve the most The director also said that plan will likely be modi- patrons with less money available?” At SBLFL, Epstein fied in the future to account for financial and human looked at “the amount and variety of patrons who resources cuts. utilize the material or service . . . It’s common sense PPL looked at its priorities and goals and to eliminate something with little use but high in cost decided that cuts that it would try to avoid would versus something highly used, but low in cost.”28 be preschool services and early literacy programs Interestingly, none of the directors of the profiled (preschool programs were eventually reduced in libraries mentioned the dreaded three-letter word: number). The library also had to adjust operating fee. If pressure exists to take the “free” out of our hours. In order to ensure that the new staff schedules libraries, administrators are not yet bowing to it. The would be manageable and effective, managers pre- idea of shutting our poorest patrons out of crucial pared sample schedules for various-sized branches services such as interlibrary loan with the institu- to ensure that proposed staffing levels would be suf- tion of fees is reason enough. Logistics can also be a ficient. barrier. Charging a small fee to check out a feature BPL’s finance team created multiple budget mod- film DVD could become a nightmare with self-check els with possible cuts and some likely situations. machines and more money to keep track of. Is the After much evaluation the team decided that cutting small amount worth the hassle? Do we want to start Sunday hours would save the most money at the judging what materials or services are extraneous greatest rate. enough to warrant fees? Each of these libraries tried to look at all possible cuts and what sacrifices they were willing to make in order to make sure that they can still provide the best The Methodology of Service service to their communities without resorting to Prioritization closing their doors. Ultimately, one hopes that most Unfortunately, the cuts that libraries have to make libraries will look at all money saving avenues before are not uniform across the nation. Libraries have to being forced to cut staff. evaluate their communities’ needs as well as their According to an article in The Tampa Tribune, the mission in serving the public. For example, in one Pasco County (Fla.) Library System (PCLS) cut library community it may be obvious to cut the seldom-used hours across the county.29 The cuts will result in the job search classes, while in another community the seven libraries being closed on Mondays and each job search classes are well attended and needed. library will be open for only forty hours per week. The Many libraries have been forced to cut program- county is likely to have a $30-million-dollar budget ming, which in turn may decrease the number of deficit next year. The libraries are also being asked new patrons coming into the library. Libraries have to cut an additional 18 to 20 percent from next year’s to look at their own circulation records, library usage budget. The library has already had to cut seventeen records, and successful elements in order to fully employees, and it is looking like they will have to cut understand what cuts and sacrifices are needed. four more by September. PCLS’s situation is a scary At SBLFL they looked at what programs were most one that most library staff and patrons would hate to needed and used. They also tried to keep programs have their library face, but this story is not a lonely and services that cover the broadest of needs. By tak- one. Libraries all across the country are being forced ing this approach SBLFL will, hopefully, be able to to make difficult and often unpleasant decisions. cut major costs without cutting vital services to its While one hopes that most people in any given patrons. community would hate to see their libraries close

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doors, there have been a small few who are calling for an excellent opportunity to educate the advocates. the removal of libraries all together. A notorious March Public input can also be quite casual and small 2008 editorial by George Elmore in The Gainesville in scale. SBLFL’s strategy for selecting periodicals to Sun sent shockwaves through the library commu- discontinue demonstrates than an informal exchange nity.30 Elmore claimed that libraries are basically use- of communication can yield highly relevant informa- less and that if the library in his area were gone he tion. For those newspapers and magazines under would save roughly 5 percent on his property taxes. consideration for elimination, staff members placed Elmore further asserted that the Internet and Google notes on the publications for the patrons reading have replaced the library and that no real, or “serious them. Patrons were asked to let library staff know research is carried on in the library stacks.”31 It would if they were reading a particular publication. This appear that Elmore is not a library user. If he were to method also provides a little customized publicity visit his local library, I bet he would find a plethora of about the library’s financial plight and how it could information, entertainment, and other services that he directly affect the patron reading the note. never knew were available to him. It also appears that Garvey had other thoughts on patrons having a Elmore has forgotten that many people, in the wake voice in PPL’s reductions and cuts. The administra- of lost jobs, rely on the free services of the library to tive team went back to the library’s strategic plan find a job or develop new, helpful skills. Unfortunately, for guidance in what services best met the library’s many of these free services that are so helpful to mission and goals. “Though the input is indirect for the residents of the community that cannot afford reducing services, the patrons had quite a bit of input Internet access or other luxuries are being taken away into our strategic plan,” Garvey said.33 Provided that and ultimately could mean removing many opportu- a library has a current strategic plan partially or fully nities from the hands of our loyal patrons. based on patron feedback, every time the resulting It truly is an ironic situation. While the need and tool is used, patrons have a voice. demand for library services is on the rise, libraries Turning to the frontline staff also sheds light on are being forced to cut services, hours, staff, or even the pulse of a library’s patron base. Frontline employ- close the doors all together. ees work with patrons every day. They hear the off- hand remarks made by the public, understand which needs are being met, and those that still need to be Utilizing Public Opinion addressed. The BPL administrative team utilized the Only one of the libraries profiled in this article uti- direct input from frontline staff in making reduction lized direct public input in making services reduc- decisions. Mack-Harvin said, “All changes to service tion decisions. Maurins described the efforts of the were carefully discussed with our board of trustees WCLS’s administration to ensure the public had a and executive management, with input from library voice. “For this most recent round of cuts, we are staff who serve the public directly.”34 holding a series of town hall meetings at different For the smaller communities of Oskaloosa and branches, in order to solicit budget ideas, hear which Columbia, the question of seeking out direct pub- services are most important to try to maintain, and lic input was academic. With a more limited array also hear which days and hours our branches should of services, fewer staff members, and less money be open to best serve the public,” she said.32 For to shift around, the service reduction choices were those patrons unable to attend the town hall meet- clear-cut. In libraries serving small communities, ings, sharing their ideas and suggestions is still an the administrative staff is likely to be comprised of option. The library system is providing special com- just the library’s director. Library directors in smaller ment cards to gather patron input. Patrons are also communities more often have the opportunity to encouraged to submit their comments through the work directly with the public, thereby eliminating the library’s website. middleman. For PPL, the library’s support groups are thought of as a focus group of sorts. Members are obviously very familiar with the library’s wide array of services. Sharing Difficult News During the recent round of cuts and reductions, their Early rumblings of service cuts usually spread quickly input was solicited. A secondary benefit of asking through the building. Keeping the library’s staff well support groups for suggestions can also be realized— informed as events unfold is important for employee with the built-in advocate base that a library support morale and will make things easier for patrons later organization provides, asking for assistance provides in the process. Some administrators may feel that

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providing confirmation or denial for solutions under message and reduce the amount of staff time spent discussion is pointless. The “I’ll let them know when answering the same questions repeatedly. At PPL on we’re sure” philosophy can lead to rumors that are far the day of the city council vote, a special commu- worse than reality. Meeting with a board committee nication plan was rolled out. It included an impres- to discuss reduction of service hours? A quick all-staff sive variety of information-dissemination methods. e-mail from the director announcing the meeting Library staff members continue to distribute a will help tremendously with information control. The printed “frequently asked questions” flyer within the hierarchy shouldn’t matter. Every staff member, from building and an electronic version on the library sys- maintenance to pages to catalogers, should receive the tem’s website, detailing the budget cuts and the rea- same information. Service or staff cuts impact every- sons behind them (see appendix on page 38). one; take the time to get everyone on the same page. BPL’s administrative team uses the media not only Once the decisions are official, how do you tell the to publicize cuts and reductions in library service, public the library is preparing to provide less service? but also to help redefine the focus. Despite the lost In the current economic climate, the news is not hours, Mack-Harvin is quick to focus on what the surprising. Maurins said, “We have tried to maintain library still has to offer, putting a positive spin on the an objective tone, stating the dollar amounts of our situation. “Our customers can still conduct much of cuts, the ideas we are considering, and the possible their library business on our website, such as place impacts to the public.”35 Epstein agreed: “I have been books on hold, renew library materials, get free very straightforward. Our budget was reduced, our homework help, and download e-books,” he said.39 expenses have increased, we have had to make dif- Maurins said that while the library system’s recent ficult decisions. We are trying to balance our cuts to press releases convey unsettling news of massive minimize public impact.”36 With honesty, the script cuts and reductions, the “primary message is that writes itself. Mack-Harvin noted, “We’ve been very we will strive to provide the best service possible, straightforward that eliminating Sunday service, in whatever amount of resources we have.”40 Casey which all staff were paid overtime, was the quickest acknowledged the importance of “a strong and posi- way for us to make necessary savings to maintain six- tive public relations effort providing local media and day service across the borough.”37 residents with announcements of new materials and The local media outlets are an important tool in program opportunities.”41 getting the word out. Notifying the public early and often will make upcoming changes unfold more smoothly and reduce the chances of anger and Public Reaction shock. Mack-Harvin had an enormous patron base From all accounts, public reaction has been one to notify. “We are as disappointed as the public about of understanding. As our patrons suffer the conse- having to cut our hours of service. With 2.5 million quences of the economy’s downturn, they under- people living in Brooklyn, we decided a direct and stand the prioritization that comes with making do far-reaching approach was the best way to dissemi- with less. That is not to say they are accepting the nate the message. In December, we alerted media changes with nonchalance. Garvey said that Phoenix via press release that Sunday service would be elimi- patrons are enduring three and four-hour waits to nated within a few weeks,” she said.38 In addition to use a computer. “They’re understanding, not angry. notifying customers through the press, staff posted But the frustration level is high.”42 signage in the system’s buildings and a notice on the Are patrons too understanding? Maurins website. described a small minority in Washoe County who Garvey has been careful to consider the needs of “shrug it off and think it’s not a big deal or that librar- specific subgroups of people who might be impacted ies should be shut down completely.”43 Does public by the library’s changes. Notification flyers were apathy make the problem worse? distributed to people entering the library so kids Many of OPL’s patrons have noticed a stark reduc- wouldn’t be stranded unexpectedly. The police were tion in the purchase of materials. A handful of them notified. Local schools were alerted. Think not only have been vocal about the change. Most seem to of the patrons, but also of the organizations that may shrug it off. Though circulation is very strong for a routinely refer the public to the library and its range library serving a community of just more than ten of services. thousand, very few seem willing to take steps to help Several libraries used special-purpose tools dis- the library or publicly support it to local officials. tributed within the library to communicate the People express their frustration while they’re in the

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library, but would never consider addressing a city We know libraries are often undervalued and council or county supervisors’ meeting on its behalf. underfunded. But do those terms have much mean- Bright spots do exist. In some communities, ing when we can’t think of a time when they weren’t patrons are working to improve the situation. Mack- true? Harvin tells of BPL’s “Support Our Shelves” campaign. A core group of vocal advocates can completely “We’re asking the public to give what they can to change the environment in which library cuts are help ensure our shelves are filled with books during made. Statistics and examples of the value of library these challenging economic times. In just the first service are proudly touted by library administration. thirty days of this three-month initiative, we’ve raised Vitriolic support from those not in the employ of the nearly $150,000 of our $300,000 goal, and received library can carry even more weight and certainly gar- hundreds of postcards addressed to Brooklyn’s ner more attention. Casey put things in perspective: elected officials pleading for library budgets to be “It helps to have respected and influential trustees restored,” she said.44 representing the library’s interests to their counter- parts in the municipality, and for grass roots sup- port to be represented by a vigorous and resourceful Are Libraries Easy Targets? Friends of the Library.”46 Doesn’t it often seem that when something must be OPL and SBLFL face a problem common among cut, libraries come first? It’s difficult to determine public libraries in poorer communities—their pri- statistically if that’s really the case. One interviewee mary users are not movers and shakers in the com- cited the example of public schools. Many districts munity, often not property owners, and often without across the country have cut professional staff from a voice. Epstein contends that those who most need their libraries or shuttered them entirely; despite all and use the public library are portions of the popu- of the statistics that prove academic performance lation that have little political power. “Although suffers in the absence of a library. the public library is one of the few institutions that Are public libraries easy cuts for municipalities serves every member of the community, regardless of looking to reduce services? Maurins believes they are, demographics, it is an institution that is often taken clearly indicating who the favored children are: for granted,” she said.47 Many people seem to sup- Unfortunately, I think that is true. In Washoe port the idea of a public library, but supporting it County, libraries were lumped together with publicly is very low on the priority list. parks and the law library in the lowest-priority In the absence of organized support, educating tier of services, meaning that those departments the patron base is key. The library can inform patrons are taking the biggest budget “hits” in terms of without recruiting them. Both PPL and WCLS pro- percentage reductions. Library service has always vided helpful, fact-based information to help patrons been rated very highly on the citizen surveys understand the budget issues and know who in gov- conducted by the County, and our library system ernment dissatisfied patrons could speak to about has been able to get two ballot measures passed the library. Garvey noted that Sunday hours were since 1994 that have provided revenue to expand originally eliminated during the council’s budget from bonds and tax overrides. On the surveys, slashes, but public comment during the budget hear- however, citizens’ willingness to support libraries ings caused the council to rethink the decision. As a through the normal operating budget doesn’t result, Sunday hours were partially restored at about score as well compared to how other departments half of the city’s branches. (such as the Sheriff) fare. Safety, security and Casey and Garvey both understand that the bur- health are at the top of most everyone’s list of den of proving the value of libraries rests on the basic needs, so it makes sense politically to shoulders of the staff and patrons. Casey stated sim- minimize funding cuts in areas such as public ply, “Our library has not allowed itself to be an ‘easy safety, health and social services, while allowing target’ for municipal funding cuts. The public appre- “non-mandated” services such as libraries to take ciates the services provided by the library and voices a much larger share of the cuts. Until society as a that support in many ways during the course of the whole values lifelong learning comparably to other year.”48 Garvey added that any municipality depart- needs such as survival and safety, it will be difficult ment that cannot prove its worth is an easy target. “It to make the case that libraries and schools deserve is incumbent upon the both the library staff and the as much (or more) funding as the agencies that are community to communicate the value of the library,” involved in law enforcement or public health.45 she said.49

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Speaking not only for BPL, but perhaps for librar- library computers to access the Internet.”53 With ies everywhere, Mack-Harvin said, “When you are an this abundance of in-house Internet users, access institution that solely exists to serve the public, there to the Web as a resource is more important than are no easy cost-cutting targets. Reducing costs hurts ever. Libraries should not hesitate in adapting to the entire public, whether it’s decreasing the number the changes in technology. A library does not have of books we buy or deciding not to fill the vacancy to abandon its original mission to accommodate a of a staff member who helps children learn to read. growing desire and need for new forms of technology Our customers are affected when our budgets are and media. In fact, it is core to a library’s mission to affected.”50 meet the information and technological needs of the community. Many libraries are even using social network- Have the Roles of Public Libraries ing sites for free advertising. OPL, for example, Changed? has recently created profiles on social networking Before the Internet boom of the 1990s and the instant sites such as MySpace, Facebook, and Twitter. This access to seemingly endless amounts of information, demonstrates to the technologically savvy that the the library was one of the primary public sources of library is dedicated to remaining relevant. Some information. Now, many public libraries fulfill less libraries, such as the Denver Public Library, have of an informational role and act as more of an enter- created MySpace pages dedicated to teens. They can tainment hub. It has been said that librarians are post blog entries about upcoming events and other the original Google—a statement with a strong basis information that is pertinent to their teen users. The in truth. Just fifteen years ago, the public’s primary Birmingham (Ala.) Public Library also has a MySpace information search portal was the library. page where they post a calendar of events and vid- This is probably where the idea of the library being eos. Michael Porter of Webjunction and David Lee a boring and dusty building was born. Libraries, King of the Topeka & Shawnee County (Kans.) Public however, are not immune to societal and cultural Library offer the following list of possible uses for a change, and to survive they have had to change their Twitter account: approach to public service. Casey believes that “the single most important factor assuring future develop- l connecting with patrons and colleagues; ment and public acceptance will be the library’s will- l connecting with other organizations; ingness to invest the time, talent, and money needed l advocacy; to keep up with the technological innovations and l answering and asking questions; 51 trends that capture the public’s interest.” l professional development; With all the recent cuts, many library administra- l using it as a listening tool to “hear” what your tors may be worried about whether or not they can community says about the library; afford to keep up with the ever-present changes l broadcasting announcements; in technology, or even maintain the equipment l throwing ideas around; or resources that they have. The grants that some l promoting services or events; and 54 libraries receive through the Bill & Melinda Gates l job postings. Foundation are certainly helpful, but may not cover all of the upgrades needed. With many libraries making difficult cuts from Regardless of what we believe is the primary role their budgets, having resources such as MySpace, of a public library, we can’t deny that things are Facebook, and Twitter to use as free advertising can changing. Ultimately, the directors of these profiled loosen up some of the money used for traditional libraries see change, but believe the core roles remain advertising and maybe reach a much greater audi- the same. Epstein said, “I think the appearance has ence. Many of the sites let you search for users in changed, the forms of media have certainly changed, your area, which allows you to reach out to the peo- but the function and role has not.”52 ple of your community. BPL has found that Web 2.0 OPL has also seen an increase in people, especially outlets create a dialogue between staff and custom- teenagers, coming in to use the library for the sole ers that didn’t exist before. purpose of Internet access, primarily to use social Internet access, while vital, is not the primary fac- networking sites. tor that has initiated the recent increase in public Writing for American Libraries, Chrystie Hill noted, library use. Many people can no longer afford going “more than 14 million people regularly use public to the movies, renting DVDs, buying CDs, or sub-

35 july/august 2009  no easy targets

scribing to cable television. The public library is, in her team “can provide Brooklynites with the library a way, acting as a media outlet. This is a big change service they deserve.”58 She acknowledges the broad from even a few years ago when many libraries were spectrum of patrons who depend upon convenient only seen as an educational resource. library hours to meet their individual needs: The changes in information delivery methods Adding hours would mean that we can more have led to changes in professional library staff. effectively meet the needs of everyone in While some library staff members would rather refer Brooklyn’s communities, from the working adults to print resources than the Internet, the growing ease who want to stop in before or after work to pick of services such as Google makes serving the patron up a book they placed on hold to kids who come much faster. With a younger generation of library in after school for a safe place to hang out with staff members arriving on the scene, the methods friends and families who take advantage of our are bound to change. A fresh-out-of-college library free cultural and recreational programs on the employee may be more comfortable using search weekends.59 engines, wikis, or online directories than using the traditional print resources that were the primary Maurins is confident that WCPL will survive and go-to of people only a generation or so older. thrive. An expansion fund passed by voters in 1994 The public library has always been, and will will continue to produce a large stream of revenue continue to be, an organic entity. To best serve the until 2024. The administrative team hopes to utilize public, library administrators must work to embrace the resulting funds to build new libraries either as evolving technology to find new and exciting ways to replacements or new branches in areas that currently fulfill classic roles. do not have a library nearby. Maurins sees better times in the near future. “I believe we will surpass our previous service levels within five years, although our Hope for the Future staffing patterns and delivery mechanisms may look In the previously mentioned Time article, survey significantly different than they do today,” he said.60 respondents were asked, “What is your best guess about how long it will take before the economy starts to recover?” Twelve percent said it would be Conclusions six months, 26 percent said one year, 24 percent We hope that we’ve seen the worst of the reces- said two years, 9 percent said three years, 11 percent sion, as libraries across the nation are struggling. said more than three years, 14 percent see the cur- Librarians have always had a knack for stretching rent state of the economy as the start of a long-term budgets and making do with less. The current eco- decline, and a full 56 percent of respondents believe nomic crisis, while certainly difficult, is not the worst America’s best days are ahead.55 that libraries have endured. As in the past, we have Despite the bleak situation the libraries profiled stepped forward and made the difficult and often here face in today’s current economic climate, the gut-wrenching decisions that must be made. When common thread among their leaders is optimism libraries suffer, communities suffer. about the coming years. “As public libraries are now Although the focus of the interviews conducted playing a vital role in the recovery, they will secure an for this article was on difficult economic circum- even greater place within the new prosperity,” Casey stances and the resulting service reductions, each said.56 of the administrators of the profiled libraries spoke When asked if she felt PPL would be able to return with hope. Rather than concentrating on what has to its previous level of service, Garvey replied that been lost, they have chosen instead to focus on the it depends on how you define “level of service.” many ways in which libraries can continue to meet Depending upon how long the library operates under as many of their patrons’ needs as possible. the current circumstances, Garvey questions whether With diminishing funds, providing these services it’s better to go back to the previous mode of opera- can be challenging, but rewarding. Libraries now, tion or if perhaps it would better to “find another way more than ever, are needed to help patrons with job to meet the community’s needs.”57 Today’s difficult searches, skill development, entertainment needs, or situation offers her administrative team an opportu- even just maintaining a sliver of normalcy in chaotic nity to step back and take a fresh look at things. times. Mack-Harvin is hopeful that library funding will The necessary cuts are often excruciating to make, be restored once the recession comes to an end so but libraries all over the United States are using this

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opportunity to evaluate the needs of their communi- 19. American Library Association Public Information ties and become more efficient than ever. Perhaps Office press release, “New National Poll Shows the silver linings are the valuable lessons learned. Library Card Registration Reaches Historic Our dedicated and loyal patrons want to see their High,” Sept. 23, 2008, www.ala.org/ala/ libraries well supported and successful. Many are newspresscenter/news/pressreleases2008/ willing to head initiatives to raise money and aware- September2008/ORSharris.cfm (accessed May ness for their local institutions. In other communi- 26, 2009). ties, the support may not be as vocal, but the fierce 20. Ibid. loyalty that many people have for their libraries 21. Ibid. should be applauded. Without our patrons, no matter 22. Jackson, “The Library—A Recession Sanctuary.” their demographics, libraries across the nation would 23. Ibid.. cease to exist. 24. Freakonomics Blog, “The Public Library Libraries of all sizes from coast to coast are facing Renaissance.” similar challenges. Through the combined efforts of 25. Payscale.com, “Salary Survey Report for Industry: dedicated staff and patrons, we will work to restore Security Guard Services,” www.payscale.com/ full service to our struggling institutions, making research/US/Industry=Security_Guard_Services/ them more vibrant than ever before. Salary/by_Job renaissance (accessed May 26, 2009). 26. Mack-Harvin, Apr. 8, 2009. References 27. Garvey, Apr. 10, 2009. 1. Nancy Gibbs, “Thrift Nation,” Time, Apr. 27, 2009, 28. Epstein, Apr. 8, 2009. 24. 29. Kevin Wiatrowski, “Pasco Cutting Library 2. Su Epstein, e-mail interview with the authors, Services,” The Tampa Tribune, Mar. 10, 2009. Apr. 8, 2009. 30. George Elmore, “Pull the Plug on the 3. James B. Casey, e-mail interview with the Library,” The Gainesville Sun, Mar. 3, 2008, authors, Apr. 3, 2009. www.gainesville.com/article/20080303/ 4. Ibid. OPINION03/803030303 (accessed June 16, 2009). 5. Arnie Maurins, e-mail interview with the authors, 31. Ibid. Apr. 5, 2009. 32. Maurins, Apr. 5, 2009. 6. Ibid. 33. Garvey, Apr. 10, 2009. 7. Ibid. 34. Mack-Harvin, Apr. 8, 2009. 8. Toni Garvey, phone interview with the authors, 35. Maurins, Apr. 5, 2009. Apr. 10, 2009. 36. Epstein, Apr. 8, 2009. 9. Ibid. 37. Mack-Harvin, Apr. 8, 2009. 10. Dionne Mack-Harvin, e-mail interview with the 38. Ibid. authors, Apr. 8, 2009. 39. Ibid. 11. Ibid. 40. Maurins, Apr. 5, 2009. 12. Motoko Rich, “Puttin’ Off the Ritz: The New 41. Casey, Apr. 3, 2009. Austerity in Publishing,” New York Times, Jan. 5, 42. Garvey, Apr. 10, 2009. 2009. 43. Maurins, Apr. 5, 2009. 13. Derrick Z. Jackson, “The Library—A Recession 44. Mack-Harvin, Apr. 8, 2009. Sanctuary,” The Boston Globe, Jan. 3, 2009. 45. Maurins, Apr. 5, 2009. 14. Freakonomics Blog, “The Public Library 46. Casey, Apr. 3, 2009. Renaissance,” New York Times, Jan. 7, 47. Epstein, Apr. 8, 2009. 2009, http://freakonomics.blogs.nytimes. 48. Casey, Apr. 3, 2009. com/2009/01/07/the-public-library-renaissance/ 49. Garvey, Apr. 10, 2009. (accessed June 16,2009). 50. Mack-Harvin, Apr. 8, 2009. 15. Jackson, “The Library—A Recession Sanctuary.” 51. Casey, Apr. 3, 2009. 16. Mary Ann Gwinn, “Library Use Jumps in Seattle 52. Epstein, Apr. 8, 2009. Area; Economy Likely Reason,” The Seattle Times, 53. Chrystie Hill, “Inside, Outside, and Online,” Jan. 23, 2009. American Libraries 40, no. 3 (Mar. 2009): 39. 17. Ibid. 54. Michael Porter and David Lee King, “What Are 18. Ibid. You Doing Now? And Do Your Patrons Care?

37 july/august 2009  no easy targets

Public Libraries 48, no. 1 (Jan./Feb. 2009): 30. programs (e.g., storytimes, computer classes, and 55. Gibbs, “Thrift Nation.” GED/ESL classes) and eliminated other programs 56. Casey, Apr. 3, 2009. completely (e.g., Grade One at the Library). 57. Garvey, Apr. 10, 2009. 58. Mack-Harvin, Apr. 8, 2009. How can the library build new facilities and 59. Ibid. renovate existing buildings while cutting hours, 60. Maurins, Apr. 5, 2009. programs, and the materials budget? Funding for operations (service hours, programs, and materials) comes from a different source than Appendix funding for construction and renovation. Most con- Phoenix Public Library Budget struction is funded through Citizen Bond Programs. Reductions—Frequently Asked Questions Currently, the library is implementing projects approved by voters in the 2001 and 2006 Citizen Why has the library cut its hours? Bonds. These funds cannot be used for operating By law, the city of Phoenix must maintain a balanced expenses, such as salaries. Bond projects include the budget. Recent drops in tax revenues, resulting from construction of Agave Library (2001 Citizen Bond), the economic downturn, required the city to reduce a community library in partnership with South its budget by more than $270 million. The majority of Mountain Community College, and the improvement city departments (except public safety departments) of the library’s computer infrastructure, including were asked to reduce their budgets between 27 and additional public-access computers at many of our 28 percent. libraries. In addition, private funding is supporting the development of College Depot and additional Did you cut other things before cutting hours? renovations at Burton Barr Central Library. Between 2002 and 2007, the city has reduced the library’s budget by 16 percent. During this same time, If I have concerns about these cuts, to whom should library use has grown. Between fiscal years 2001–02 I direct my inquiry? and 2006–07, the number of library visitors increased You may submit comments/concerns to library man- by nearly 13 percent while the circulation of library agement via Contact Us at phoenixpubliclibrary materials increased by almost 39 percent. .org—see tab near top of page. If you would prefer to To increase efficiency, we have installed self- voice your concerns directly to city of Phoenix man- checkout machines at all locations, outsourced mate- agement, you may visit phoenix.gov and submit a rials cataloging and processing and much of material comment through Contact Us—at the bottom of the selection, and reorganized library staffing. We have page. also deferred maintenance of facilities, delayed opening new branch libraries, and eliminated the How can I help the library during these difficult library’s print calendar of events. From 2006 to 2009, economic times? we reduced our materials budget a total of nearly $1 The library has several organizations that support its million annually. work. These include the Friends of the PPL and the Phoenix Public Library Foundation. The Friends and How much has the library’s budget been cut? Foundation provide funding for library programs The library’s budget will be reduced by nearly $10 such as our summer and winter reading programs for million over a sixteen-month period, effective March children and GED/ESL classes for adults. 2, 2009. The library also welcomes volunteers. Please visit Other than hours, what reductions will the library www.phoenixpubliclibrary.org for more information. make? The library has reduced its materials budget more Excerpted from Phoenix Public Library website, www than $500,000 annually. We have cut back on some .phoenixpubliclibrary.org (accessed Apr. 15, 2009).

  38  Tightrope Walk Advocate for Funding While winning Friends, Influencing People

JAMES G. VAN BRAMER is Chief External Affairs Officer/ Director, Government and Community Affairs, Queens (N.Y.) Library; [email protected].

unding for your library is critically short. You know that you provide critical community resourc- es. Cutting programs and hours, especially in a down economy, is a disservice to people who need their library. Pointing fingers or embarrassing budget-makers will make lethal enemies of them far, far into the future. On the other hand, rolling over and being a good sport will guaran- tee that your library will be seen as an easy target in future budget years. How do you advocate for adequate funding without alienating the very people whose good will you rely on? FQueens Library (QL) is one of three public library systems in New York City. Approximately 85 percent of its operating costs come from the city, another 10 percent from the state of New York. Each year’s funds are allocated as part of the city’s and state’s budget processes, following several months of advocacy efforts and intense negotiations among the various political bodies and personalities. It is a labor-intensive process. To complicate matters, the “final” budget is never final. Midyear adjustments are common, depending on whether city and state revenues materialize as predicted. Whether your library gets funding through annual negotiations, brings a budget before the voters, has the security (or suffers the penury) of millage or some combination, you must walk the tightrope between zeal- ous advocacy and keeping the good will of the people holding the purse strings. The less money there is to go around, the more delicate the balance becomes. In this very difficult budget year, QL has a list of advocacy activities that include: l face-to-face meetings with elected officials; l mobilization of our grassroots advocates; l letter- and postcard-writing campaigns; l petitions; l enlisting the cooperation and support of the union that represents much of the library’s staff; l organized rallies; l a dedicated advocacy website; and l making good use of the partnerships and tools provided by the American Library Association (ALA), PLA, and our state association.

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These are the visible manifestations, perhaps 20 Relationships Are Everything percent of the total effort. The strategic advocacy plan Never miss an opportunity to network with the takes place all year around, in good times and bad. opinion-makers in your community, whether it is at a social event, Lion’s Club meeting, school event, or beach picnic. It might seem like you are investing a Tightrope Walking Is an Art lot of time just to shake a hand or chit-chat for a few We all wish there was an absolute, mathematically moments. The familiarity will serve you well when defined midpoint so we could say “do not go beyond the time comes to call and ask for support or inter- here.” If you do not advocate with enough vigor, you vention. There is a big difference between getting a will not realize the funding you need to provide qual- phone call from someone who is known to you, even ity library service. Push one step beyond and you will marginally, and a cold call from a stranger. do irreparable harm to your cause. Do your best to cultivate cordial relationships At QL, we characterize our efforts as “intelli- with elected officials. Don’t neglect their subordi- gently aggressive.” We want to keep pressure on our nate staffs. They often are influential. They may do budget-makers without being reckless. If we chose research or write speeches for their bosses. They to conduct a nasty, name-calling, burn-all-bridges interact with other opinion-makers. They may go on public campaign for funding, we might get what we to run for office successfully themselves. They need asked for. But we would only get it once. We would be to have a good opinion of the library and understand doomed in the eyes of embarrassed elected officials its value. for all eternity. How do you know how far to go? We make it a point to know the individuals Get to Know Your Elected Officials involved. We know how much they will tolerate and The only way you are going to know how far you can still maintain a good opinion of us. We know who push your agenda is to know the individual elected is a true friend of libraries, and we leverage those officials involved. Every committee on which you’ve connections. We know who only lip-synchs library ever served is a microcosm of local, state, and federal support. If we cannot connect with them, we try to government, with a similar range of personalities. connect with others who can influence them. Some individuals are high-minded and generous The goal is not to annihilate our opponents. The of spirit. Some individuals are petty and vindictive. goal is for all of us—the library, the community we Some have loved libraries all their lives, while others serve, and our government funders—to walk away are quite indifferent. You won’t know on whose help from the budget process feeling that we all did the you can rely unless you know the players. best we could in the current climate. We need to Know, before you do it, how an elected official is maintain an atmosphere of mutual respect. going to react to each action you are contemplating. Open a dialogue. They don’t have to love whatever Whose Side Are You On, Anyway? it is—nobody likes criticism—but it should not be a To advocate successfully for your library’s budget, cause for all-out war, either. The best way is to sim- you have to be single-minded in your agenda. Your ply ask the official, or a friendly, knowledgeable staff library’s services are critical to your community’s member: “Hi, this is so-and-so from the Anytown well-being. You need adequate funding to keep the Public Library. We met at the July 4 picnic. I was doors open and materials on the shelves. End of mes- hoping you would give me your candid opinion on sage. Other publicly funded services are also impor- something. You know, the Friends of the Library are tant in their way, but none is a better long-term very upset that funding may not be enough to keep investment than your library’s role in creating a well- the library open on Sundays. Actually, we’re all upset educated, literate, job-ready society. about it. They are thinking about a petition drive. You are polite. You are respectful. You are pro- How do you think the city councilperson will feel fessional and well-reasoned. You should not, and about that? I know the Friends are anxious to advo- cannot, waffle or equivocate. You must make eye cate, they love the library, but I thought you should contact. Your body language and your words have to have a heads-up, and I’d love to get your take on it.” convey the message. You must be a zealot. You must You will find out very quickly whether you are tak- believe it, with every fiber of your being. If you can- ing an acceptable risk or stepping off a cliff. not, someone else should bring the message to the When an elected official is not open to form- budget-makers. ing a relationship, try to get close to someone else who knows him or her. Your board is a good way to

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expand the number of relationships you are able to Do Not Allow Yourself to Be Pitted Against maintain on your own. It is a legitimate consider- Other Worthy Recipients ation when developing your board. Who they know Everybody agrees that first responders, education, truly may be more important than what they know. and healthcare are essential services. Libraries are equally essential. It is not an either/or choice. Let Them Know What They Have to Lose Nobody would argue that we can’t have both firemen Tell the community and elected officials exactly and hospitals. Nobody would suggest that if money what they will lose if your funding isn’t adequate. Tell is tight, we close schools or hospitals one day a week. them in very specific, measurable terms and human- All essential services require funding. Libraries are ize it in dramatic terms: “We will be forced to close essential services. Libraries require funding. two mornings a week. Three hundred of our com- munity’s seniors, who usually use the library during Never Let Elected Officials Off the Hook those hours, will not have access to recreation and for Funding Libraries referral services, and will suffer loneliness because According to ALA’s Public Library Funding & they do not have the advantage of socializing during Technology Access Study, 2007–2008, “Libraries are those times. Molly G., 86, lives alone. She walks to the more dependent on ‘soft’ money (fees/fines, dona- library every morning to visit with her friends and tions and grants) for staff salaries. This is alarming the staff, and also to save money because the library because these types of support are more volatile and is heated in winter and cooled in summer. She reads can distort the true cost of library operations, posi- the newspapers and crochets. She, along with so tioning libraries to struggle year to year to maintain many others, will have nowhere to go.” It is so much basic services when, in fact, sustainable public fund- more convincing than just saying “cutting the library ing is declining.”1 budget is a bad thing.”

41 july/august 2009  tightrope walk

Budget-makers have to make tough decisions. something to preserve it or voluntarily agreeing to That is their job. They face many worthy recipients pay more money out of their taxes, which are already competing for the same pool of money. Naturally, higher than they like. In the same vein, most people they will take the path of least resistance if it is agree that conserving the environment is a good offered. Once you indicate, by word or deed, that you thing, but very few want to take cold showers to save will “understand” or can “make do” with less, it is energy. Of course, not everyone in your community is guaranteed that you will have to. There is no benefit a library user, either. to being Ms. or Mr. Congeniality. You need to sell your message constantly. Forget How contentious should you let it get? That is the what “everybody knows.” If you didn’t tell them balancing act you need to perfect. today, they don’t know it. Identify with hot issues. Use the same rhetoric to talk about library services. Outside Support Should Never Take Public libraries do just about everything in one way the Place of Government Funding or another; it isn’t much of a stretch. When everyone was talking about “bridging the digital divide,” librar- Grants and philanthropy are valuable to libraries and ies were right there. Now, perhaps “workforce devel- well worth our time to pursue. They are, and must opment” and “entrepreneurial support” will resonate remain, supplementary to the operating expenses more. the public sector provides. It is government’s obliga- Tell your local media outlets about your success tion to keep the library’s doors open and books on stories. Tell every business in town how to access the shelves. That is non-negotiable. If you are lucky telephone reference. Invite every teacher to an open enough to receive a large gift or endowment, good for house once a year. Offer to help elected officials you! It does not mean your public funding sources research local issues. Don’t neglect the basics, either. owe a dime less. Do new parents in the community know you have toddler programs? Give local real estate professionals Identify and Leverage Allies information to give out to potential new residents. Quite possibly, there is a very vocal opponent to Connect with young adults who have gone away to library funding in your midst. Someone else, hopeful- college or into the military. Do they know they can ly equally influential, will be on your side. Find your still access your databases remotely with their home- ally. Ask your ally to speak on behalf of the library. It town library cards? serves three purposes: Some people in your community have never used your library. You still must court their good opin- 1. It helps get your message out. ions. Even though you probably do not need more 2. It is credible, because it is coming from someone demand for free services, find something that will who does not have a vested interest in keeping interest them and invite them in. Have a monthly his or her job. Sunday jazz brunch, or an online genealogy club, or 3. It will draw the opponent’s fire away from you invite the Kiwanis club to meet in the library. Give and you will be able to avoid a public face-off, them a reason to be in favor of adequate library which is always desirable. funding. Some of your elected officials probably never use Friends of the Library and other grassroots activ- the library, either. Educate them. Bring them in. Offer ists make wonderful allies. If they love the library, to help their staff members research when necessary. they will write to the newspapers, circulate petitions, Invite them to use the library as a traveling district visit elected officials, and phone to get the vote out office, or for town hall–style meetings. Use the oppor- for the library budget. If you don’t have a Friends tunity to sell them on what libraries do for the com- group, look toward the school’s Parent Teacher munity. Student Association. There is a lot of mutuality of interest. It is often the same personalities who will Know When and Where to Expend support both. Political Capital—“Winning” Is Relative In theory, any funding that does not allow the library Sell Your Message Constantly to stay open 24/7 is inadequate. In reality, depend- If you are reading this, you believe that libraries ing on the overall political and economic climate, flat are inherently good. Your library users believe it, funding or even moderate losses are the best you can too. That is a long way from motivating them to do do. It takes judgment (that is, the tightrope walk) to

  42 tightrope walk 

know the difference. If you cash in your chips over Reference everything, you won’t have any left when you really, 1. American Library Association, Libraries really need it. Choose wisely. Connect Communities: Public Library Funding & Technology Access Study, 2007-2008 (Chicago: Publicly Express Gratitude for Relative ALA, 2008), www.ala.org/ala/aboutala/offices/ “Wins” ors/plftas/0708/fundinglandscape.pdf (accessed We never get all the funding we want. Some years May 28, 2009). are particularly bleak. Look at what your library was allocated compared to other essential services, and thank your funders if you can possibly find a silver Further Reading lining. Do it without comparing the library directly American Library Association, www.ilovelibraries.org. to the others. Try to use phrases such as, “This was Britell, Jim. “Organize to Win: A Grassroots Activist’s a year full of tough decisions. Thank you for mak- Handbook,” www.britell.com. ing library service a priority. I know I can count on Landau, Herbert B. The Small Public Library Survival you to support adequate funding as the fiscal pic- Guide: Thriving on Less (Chicago: ALA, 2008). ture improves.” Write a letter to each elected official Merola, Marci, ed. Library Advocate’s Handbook who supported you. Write an open letter to the local (Chicago: ALA Office for Library Advocacy, 2008). media, and post it on the library’s website. Reed, Sally Gardner. Making Our Voices Heard: Citizens Speak Out for Libraries (Chicago: Library Staff Are Talking to Funders FOLUSA, 2004). Seo, Danny. Generation React: Activism for Beginners for You (New York: Ballantine, 1997). Your staff must realize, and be constantly reminded, Wolf, Naomi. Give Me Liberty, A Handbook for that they work in the proverbial goldfish bowl. American Revolutionaries (New York: Simon & However your budget comes to the table, it is ulti- Schuster, 2008). mately being enacted on behalf of the people in the community you serve. The best way to be perceived as giving good value is to actually give Library Acquisitions Staff good value. As public libraries, we say we give our services to the public for free. That is not LGA accurate. We may not charge a per-use fee, but everyone who pays taxes is pre-paying a flat rate Here’s a notepad I picked up at the last for your library’s services, whether they use them or not. The more people who use, and appreci- conference. Check out this vendor when you ate, the fundamental good your library repre- have a chance. Good info on their website. sents, the easier it is to get funding. Staff members are on the frontlines. They are They’re a good source for: often the public face of the library. As such, they - material our regular vendor can’t supply have the ability to make friends and build alli- ances through terrific customer service and a - genealogy titles friendly manner. - videos and other things we order online Sticks and Stones Are Just Sticks - standing orders and Stones Let’s try them soon!

Inevitably, not everyone will agree that libraries SINCE 1962 are valuable. Some people think that libraries JOBBERS SERVING LIBRARIES are obsolete. Some people also think the world is WITH ANY BOOK IN PRINT flat. Do not let them derail your mission. We are 208 WEST CHICAGO STREET doing righteous work. Keep preaching the gos- JONESVILLE, MICHIGAN 49250 pel. Libraries are critical community resources. 1-800-248-1146 (517) 849-2117 FAX: (800) 858-9716 Libraries need adequate funding. www.thebookhouse.com

43 july/august 2009  Public Libraries and the American Recovery and Reinvestment Act

EMILY SHEKETOFF is Executive Director of the American Library Association’s Washington Office; esheketoff@ alawash.org. She is reading The United States of Arugula by David Kamp.

n the fall of 2008 as the presidential election heated up and the economy sank deeper and deeper, Capitol Hill talk focused on the seemingly inevitable call for passing another stimulus package to revive the U.S. financial system. The American Library Association’s (ALA) Washington Office immedi- ately recognized this open dialogue as an opportunity to not only promote what libraries were already doing to help a public struggling with a weakened economy, but also to position libraries to advance their services with the aid of an unprecedented surge of federal funding. I“From the onset, we knew that libraries were on the verge of a historical opportunity—if we were able to effectively communicate to Congress the need and the benefits of investing in libraries as part of a stimulus package,” Lynne Bradley, director of the ALA Office of Government Relations (OGR), said.1 “For months, we had no clear picture of what the bill was going to look like, but we continued to engage in an intensive campaign to give libraries of all types a voice in Washington. In the end, every phone call, every report, every meeting, and every letter we sent out during that time, along with the efforts of other groups lobbying on behalf of libraries, paid off. The final bill wasn’t a wish list for libraries, but we were in.” Nearly a year later, the groundwork has been laid, and libraries of all types know where to put their aim, but the process of actually securing the funding available to libraries through the American Recovery and Reinvestment Act of 2009 (ARRA), which was signed into law February 17, 2009, continues and evolves every day. “As with any federal process, there is red tape to cut through, but this particular situation is different, as there really is no preexisting model to go by,” Bradley said. “The agencies tasked with doling out the funding face an unprecedented challenge of interpreting this law and executing it efficiently; for those of us on the other side, being a part of this process is incredibly challenging.” OGR and the Office for Information Technology Policy (OITP) use a divide-and-conquer approach to work- ing through the intricacies of the ARRA. By focusing on each area of the stimulus that libraries can benefit from, the team then reaches out to the appropriate ALA membership in many ways in order to ensure they have the information and resources necessary to secure stimulus funding.

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Bradley said bimonthly calls to the ALA state To meet the public’s growing need for access to chapters and Chief Officers of State Library Agencies computers through their libraries, America’s pub- have been a key way to share the inside-the-Beltway lic libraries have made substantial investments in news, as has utilizing online resources such as the technology resources over the last decade. According Washington Office blog, the District Dispatch, and to the ALA Office for Research & Statistics (ORS), the ARRA-focused website www.ala.org/knowyour today virtually every public library provides comput- stimulus, where libraries can learn about the sections ers and Internet access free of charge to the public. of the stimulus package from which libraries can tap The number of computers available has doubled in into funds. the last decade, Internet connections have become faster, and Wi-Fi has become commonplace in many libraries (see figure 1). In only five years, the number $7.2 Billion for Broadband of public libraries offering free wireless access has Libraries Positioned to Advance jumped from 17 to 76.4 percent.3 National Broadband Deployment Despite the gains libraries have made in adding For public libraries, perhaps the most exciting piece more public workstations, wireless, and increased of the stimulus is the $7.2 billion for broadband. Internet connections speeds, the greater demand for With more than 100,000 libraries (including these services is putting new strain on libraries as 16,592 public libraries) in communities across the they struggle to meet patron expectations. PLFTAS nation, each library plays a vital role in supporting outlines many of these challenges, including “inad- job searches and career development; small business equate technology infrastructure, costs associated creation and development; school homework and with operating and maintaining that infrastructure, research; and access to online education, training, and bandwidth quality/availability issues.”4 and e-government resources through their no-fee, ORS also found greatly increased use of library public-access terminals. technology for job-seeking as well as preparing résu- Libraries today must have a robust broadband més and filing for unemployment benefits. Aiding Internet connection to provide these essential ser- job seekers is increasingly viewed as a critical role for vices to the public. ALA believes ARRA funding has public libraries, with 62.2 percent of libraries report- the potential to benefit millions of people via high-capacity, future- proof connections to Figure 1. Average Number of Public-Access Workstations the Internet if invested in large aggregation points (or “hubs”) such as libraries. In most communi- ties, libraries are the only provider of no-fee access. According to ALA’s Public Library Funding & Technology Access Study 2008–2009 (PLFTAS), 71 percent of libraries are their com- munities’ sole provider of free Internet access; that number goes up to 79 percent in rural com- munities.2 As a result, many libraries have been reporting double- digit growth in com- Source: Libraries Connect Communities: Public Library Funding & Technology Access Study, www.ala.org/ puter usage in 2008. plinternetfunding

45 july/august 2009  public libraries and the american recovery and reinvestment act

ing this service as critical to the library’s mission, up for general purposes. Public libraries are likely to from 44 percent one year earlier, according to the be eligible to submit project proposals for these report.5 funds—in particular for large broadband build-out As more and more government services are acces- and deployment projects that will deliver high speed sible only online, libraries are also providing critical (fiber) broadband to libraries. Although the public instruction and other as-needed assistance to their computer center capacity provision explicitly speci- patrons on how to navigate these often difficult fies public libraries, ARRA does not preclude libraries e-government forms and websites. In 2007, 74 per- from applying for all of the other funding areas. cent of public libraries indicated their staff provided NTIA and RUS have until September 30, 2010, to these support services.6 spend the $7.2 billion. The funding will be awarded Given the relationship between libraries and job in three rounds. seekers and those individuals’ increasing dependency There is tremendous competition for these funds on library technologies during the current economic from a variety of for-profit and nonprofit entities, as situation, utilizing broadband stimulus funding to the program is open to a wide audience including support libraries and investing in the library is an educational institutions, healthcare facilities, small appropriate and highly efficient use of federal dollars. businesses, telecommunications providers, and, of Not only do libraries supply the necessary technol- course, libraries. ogy, but they also provide individualized support Public libraries have many advantages that could critical to successfully accessing Internet resources. increase their chances of securing funding. Because Investing ARRA broadband dollars in local communi- the core mission of the public library is to provide ties will lead to economic growth across the nation. public-access computing, the $200 million in federal OITP Director Alan Inouye said the ability to broadband funding to expand public computer cen- obtain additional funding for broadband is a once- ter capacity is a perfect fit for libraries, and libraries in-a-lifetime opportunity for public libraries, and have a number of angles to consider when develop- those libraries who want to receive funding should ing proposals for the broadband program. take time to assess their current needs as well as The main focus of the ARRA broadband provision needs in the future.7 In order to plan accurately for is to provide broadband access to “unserved” areas future broadband requirements, many libraries will and improve the quality of access in those areas need assistance in doing an infrastructure assess- considered “underserved,” but these terms were not ment. Critically assessing a library’s current broad- defined when the bill was signed into law. band technology will help the library determine if it Specific funds are set aside for broadband aware- is sufficient to meet increasing patron demand for ness and outreach education. Though many people bandwidth heavy services. are already Internet users, there remains a segment of the population that lags behind. Libraries are Assessing the Broadband Situation poised to provide access and support to these vul- The stimulus broadband funding is being nerable groups. Librarians can stimulate broadband administered by the Commerce Department’s demand by helping their patrons understand the National Telecommunications and Information critical role the Internet plays in everyday life. To Administration (NTIA), who will oversee $4.7 bil- do so, libraries can develop proposals for staff and lion, and the Agriculture Department’s Rural Utilities patron training, equipment, and other support for Service (RUS), who will oversee the remaining $2.5 services related to encouraging broadband use. billion.8 No less than $250 million of the broadband Because so many ARRA broadband provisions provision is targeted for innovative projects that in the program dovetail with library services, they encourage sustainable broadband service. The first underscore what libraries are already doing. Thus, step for the agencies—which has proven to be a ARRA provides an opportunity to not only find sup- lengthy and extensive process—is defining the pro- port for traditional library services but also to plan gram rules. for the connectivity needs of the future. Libraries can After accounting for the specific uses of ARRA think ahead and identify services their communi- funds, such as the one for public computer center ties will be likely to need as the Internet continues to capacity, more than $3 billion remains available become the key source for necessary information.

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n most communities, libraries are the only provider of no-fee access. According to PLFTAS, 71 percent of libraries are their communities’ sole provider of free IInternet access.

What Libraries Can Do Now needs while explaining to them how your library The ALA Washington Office has distributed a “Top utilizes telecommunications and why expanded Ten List” of things libraries can do now—before the broadband services for libraries will help the agencies announce the program rules.9 Those steps whole community. Push for “fiber to the library” include the following: and other advanced technologies. Think of your library as an anchor tenant in your community’s 1. Assess your library’s telecommunications broadband network. services and identify future needs. Think about 6. Identify the job/career, employment, and the library services that can be enhanced by small business needs and resources in your broadband applications. Focus especially on community. While you are doing this research, your library’s role in helping people gain new job share information about how your library and career skills, search for and apply for new is already helping people find and train for jobs, and support small businesses. Also start to jobs, learn new career skills, and serve small identify resource people who might work with businesses. Describe how broadband will expand you to develop proposals to NTIA and RUS. your services for recovery and reinvestment. 2. Inventory the connectivity at your library and 7. Start thinking about sustainability. What in the surrounding community. What types will your library need to make sure that your of telecommunications services are offered? broadband services are stable and robust? Will What providers serve your library and your you need other human and software resources? community, campus, or school? What are your (Although undetermined at this time, some parts patrons’ needs? (E-rate recipients: Build on your of the NTIA and RUS programs may support tech plans and other features of your E-rate “non-technology” resources.) Start strategizing applications.) now to obtain local funding for long-term 3. Talk with your local government officials, library continuation of projects and services started boards, the governor’s office, and the state under ARRA grants. library agency in your state. What plans do they 8. Stay up-to-date on the status of ARRA programs. have for broadband and ARRA? Will you have to Monitor the ALA webpage www.ala.org/ work through them or will your library be able knowyourstimulus. As details become available, to apply directly for ARRA programs? Check out more information will be added to the site—so their websites. Connect with your state library please check often! agency and any regional or multi-type library 9. Think BIG! Even a small fraction of $7.2 billion cooperatives to find out what they are doing. dollars is a lot of money. We know that libraries 4. Think creatively and collaboratively. Contact need broadband to serve users. ARRA is a one- other libraries as well as other institutions in time opportunity to advance broadband build your community to find out what they may be out to the underserved, the unserved, and planning. Can you work together to aggregate “special populations.” Libraries potentially fit demand for broadband? As you learn more about into several parts of the NTIA and RUS programs. what others are doing, identify potential models Think “fiber and other technologies to the that you may want to adapt for your community. library.” 5. Working with the key administrators in your 10. Finally, say “thank you” to your U.S. senators organization, contact potential partners—public and congressional representatives for passing and private. Talk to phone companies, cable ARRA. Make sure to keep them informed about providers, Internet service providers, and even your library services related to job growth and power companies. Ask about their plans and employment information—and share with them

47 july/august 2009  public libraries and the american recovery and reinvestment act

your concepts for ARRA grant applications libraries and develop grant criteria in a way that and broadband deployment. Emphasize how reflects the critical role libraries play in providing no- your library services promote new jobs and fee access to the Internet. employment skills, for example, through ALA believes that fiber optic cable will be the information and Internet literacy training. best long-term solution for high-speed broadband deployment for most libraries and urged NTIA By partnering with other local government agen- and RUS to target a significant amount of funding cies under the leadership of the Office of the Chief for a program to bring fiber to the nation’s public Technology Officer, District of Columbia Public libraries—though excepting some states or regions Library (DCPL) in the nation’s capital is in many ways for which fiber solutions would be cost-prohibitive. creating a model for other public libraries to consider These fiber projects should be primarily funded when pursuing stimulus funding. through the “building broadband facilities funding” DCPL and the agencies are preparing to submit a area, though some of these projects might be funded citywide proposal for technology stimulus funding through the funds allocated for “expanding public in an effort to secure money for projects that would computing center capacity” area, especially requests increase the number of public-access computers in for smaller amounts for library projects that address libraries, provide public computer training, expand multiple purposes. and promote library Web content that uses broad- Because public libraries can serve as “community band services and encourages its adoption in homes, anchor institutions” for a robust nationwide fiber and upgrade their buildings to make better use of network, funding for “fiber to the library” is a cost- broadband and support the municipal Wi-Fi network. effective solution that will offer almost unlimited “Stimulus dollars can help the library provide bet- capacity for decades. Once in place, it is often less ter technology services to users by increasing the expensive and less difficult to maintain than other number of public access computers and improving technologies. broadband,” said Ginnie Cooper, chief DCPL librar- Key community service organizations such as ian. “This funding can also help the library build libraries should have a definition of broadband that ‘greener’ buildings and make existing ones more recognizes libraries and similar organizations pro- energy efficient, a priority for Congress and the vide public-access computers for many people at Obama administration.”10 once. Their broadband requirements are therefore greater than those of a single residence. Rather than a definition based on a fixed number of megabits per Working With the Funding Agencies second, a flexible definition addresses the unique In April, ALA took advantage of opportunities to needs of libraries and the role libraries play for their engage directly with the administering agencies as particular communities. In any event, areas that do well as the Federal Communications Commission not meet the agency’s definition of unserved and (FCC), which serves in a consultative role. underserved based on residential broadband avail- ALA filed comments to NTIA and RUS, defining ability should not disqualify community service the position of libraries on the ARRA Broadband organizations such as libraries. Private-sector appli- Technology Opportunities Program (BTOP) and the cants should be encouraged and rewarded for efforts RUS program. to include libraries and other entities mentioned in The comments underscored the essential role that their investment plans. libraries play as the premier public computing center Improving libraries’ broadband capabilities and as information hubs in their communities, while involves more than a bigger pipe to library build- also making a compelling case for a nationwide “fiber ings. The technical and physical infrastructure within to the library” initiative. libraries often needs to be upgraded to accommodate ALA commended NTIA officials for correctly sug- faster Internet connections and improve wireless ser- gesting that ARRA establishes four separate funding vice in and around libraries. areas—expanding public computing center capac- These improvements include hardware (for exam- ity, stimulating broadband adoption, mapping, and ple, routers and servers), software, inside wiring, and building broadband facilities—and outlined the posi- building renovations. Additional expertise also may tion of libraries in each area. be needed, such as technical advice and support and ALA recommended that NTIA and RUS target capacity and sustainability planning. These invest- funding for high-speed broadband connections to ments all enhance access and support for broadband

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services. ARRA funding should be available for these Government Relations, said GSF is a great possible costs. source of funding for libraries because the funding is Most libraries have significant financial need. The flexible and state governors have complete discretion 20 percent match required to receive NTIA grants to use the funds for their priorities.12 will be a major challenge for most libraries, given The funds do not have to be spent entirely on edu- the severe economic downturn. Libraries should be cation activities like ESF. Possible uses of the funds accorded accommodations to the match require- include technology, materials, construction, and ment. staffing. The U.S. Department of Education (USDE) State priorities deserve some deference but there has tracked what each state has received so far under are also other important priorities. ALA advised NTIA GSF.13 to allow funding for multistate applications, some in- On April 1, 2009, USDE issued guidance on how state applications exclusive of a state’s strategy, and the SFSF funds can be spent.14 The guidance stated national-level applications (for example, assessment, that the funding can be used for library construction research, and aggregated services). in certain circumstances (see table 1). The guid- ALA also encouraged NTIA and RUS to include ance allows governors to use GSF for new construc- libraries in broadband mapping and asserted that tion and modernization of any type of building that the broadband map should not be limited only to would include public libraries. residential customer information. The map should Anderson said that after the guidance was issued, include key community service organizations such as ALA compiled and distributed a chart (see table 1) the more than sixteen thousand public library outlets to help libraries understand how SFSF funds could in the United States. To the extent that it is practi- be used for construction. Additional information is cal, ALA asked for as much data collection about available at www.ala.org/knowyourstimulus. libraries’ current broadband service as possible. The results should be publicly available, since these efforts are being supported by taxpayer dollars. $120 million for Senior Community ALA’s comments to the FCC, also filed in April Service Employment in response to the FCC’s call for comments to help To help more people gain employment, one initiative inform the commission’s consultative role in the the stimulus included was a $120 million investment broadband provisions of ARRA, reiterated these into the Senior Service Employment Program, a com- points. munity service and work-based training program for older workers. This money will mean an additional twenty-four thousand jobs available to older workers. $53.6 Billion for the State Fiscal Stabilization Fund The largest source of funding that libraries of all types can benefit from in ARRA is the State Fiscal Know How Your Library Salaries Stabilization Fund (SFSF). This pro- Measure Up! Consult ALA-APA Library Salary Data Tools gram includes $48 billion in block for Credible, Industry-Speci£c Information 11 for Your State and Region grants allocated among the states. Robust database and print tools Out of each state’s alloca- with current salary data for more than 65 Librarian and Non-MLS positions Get the Real Numbers! tion, 81.8 percent ($39.8 billion) in public and academic libraries. You need accurate data for: is reserved for the Education » Budgeting Easy to use Salary Database – Stabilization Fund (ESF) and 18.2 » Professional salary research http://cs.ala.org/websurvey/salarysurvey/salary/surveyform/form.cfm percent ($8.8 billion) is reserved » Market data comparisons Printed Salary Surveys – www.alastore.ala.org for the Government Services Fund » Performance reviews (GSF) for the governor to use for Base your management and career decisions » Job searches education, public safety, and other on real salary data. » Statistics and trends government services. GSF is flexible » Job descriptions and the governor has the discretion For more information, call ALA-APA at 800-545-2433, x2424 to use the funds as he or she sees fit. or email [email protected]. Melanie Anderson, associ- “ … an additional resource when presented with the challenging issues of salaries.” — Sara Zumwalt, Litch£eld, IL Library ate director for ALA’s Office of

49 july/august 2009  public libraries and the american recovery and reinvestment act

Program participants are placed in a wide variety Facilities Direct Loan Program, and the Community of community service positions at nonprofit and Facilities Grant Program, develop essential com- public facilities, including daycare centers, senior munity facilities for public use in rural areas. Such centers, governmental agencies, schools, hospitals, facilities include schools, libraries, childcare, hospi- landscaping centers, and libraries. tals, medical clinics, assisted living facilities, fire and It is important to note that libraries do not apply rescue stations, police stations, community centers, for this funding. If a library is interested in partici- public buildings, and transportation.16 pating, they must notify the point of contact in their state listed on the U.S. Department of Labor website, www.doleta.gov/seniors. Public Libraries Must Act Now “I encourage public libraries to look into this ini- ALA is available to help libraries, but they must take tiative,” Anderson said, “it’s a great opportunity to action. Libraries should talk with local manage- bring in helpful staff at a time when libraries really ment, regional library cooperatives, state libraries, state library associations, and governors’ offices. And need additional workers to meet the demands of libraries should ensure that they are part of an appli- the public, and it also brings a sense of community cation. If nothing is happening or available, libraries involvement to the library.” should consider submitting their own application There are currently seventy-four grantees. Grant or collaborating with others in their communities, awards are made to eighteen national nonprofit orga- which can include non-libraries. nizations and fifty-six state and territorial govern- Remember, there are three rounds of applica- ments. In most states, the governor has selected the tions, with one round likely in early 2010, so even if a State Office on Aging to administer the program.15 library misses the first or second round, there is still time. But the money will not just be handed over to libraries—they will have to make it happen. An Additional $130 Million for the Rural Community Facilities Program References and Notes The Community Programs is a division of the 1. Lynne Bradley, personal interview with the Housing and Community Facilities Programs at the author, Apr. 23, 2009. United States Department of Agriculture. 2. American Library Association, Libraries These programs, which include the Community Connect Communities: Public Library Funding Facilities Guaranteed Loan Program, the Community & Technology Access Study 2008–2009 (Chicago:

Table 1. How SFSF Funds Can Be Used For Library Construction

Amount New Construction New Construction Modernization and Modernization Allowable Not Allowable Repair Allowable and Repair Not Allowable Education $39.8 • K–12 public • K–12 private • K–12 public • K–12 private Stabilization billion school libraries school libraries school libraries school libraries Fund (including charter • Public libraries (including charter • Public libraries schools) • Public and schools) • Private academic private academic • Public academic libraries libraries libraries

Government $8.8 • K–12 public and • K–12 public and Services Fund billion private school private school libraries libraries • Public and • Public and private academic private academic libraries libraries • Public libraries • Public libraries

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ALA, 2009), www.ala.org/ala/aboutala/offices/ 11. The American Recovery and Reinvestment Act of ors/plftas/0809report.cfm (accessed May 28, 2009. 2009). 12. Melanie Anderson,personal interview with the 3. ALA Office for Research & Statistics, “Job Seeking author, May 1, 2009. in U.S. Public Libraries,” www.ala.org/ala/ 13. U.S. Dept. of Education, “American Recovery aboutala/offices/ors/plftas/Issues%20brief-jobs and Reinvestment Act—Initial Release of Funds,” .pdf (accessed May 28, 2009). www.ed.gov/about/overview/budget/budget09/ 4. American Library Association, Libraries Connect 09recoveryinitialrelease.pdf (accessed May 29, Communities. 2009). 5. ALA Office for Research & Statistics, “Job Seeking 14. U.S. Dept. of Education, “State Grants Under the in U.S. Public Libraries.” State Fiscal Stabilization Fund,” www.ed.gov/ 6. Ibid. programs/statestabilization/applicant.html 7. Alan Inouye, personal interview with the author, (accessed May 29, 2009). Apr. 23, 2009. 15. The contact information for all existing grantees 8. The American Recovery and Reinvestment Act of is available at www.doleta.gov/seniors. The 2009, Public Law 111-5, 111th Cong., Feb. 17, “Contacts” link on the right side of the page will 2009, www.gpo.gov/fdsys/pkg/PLAW-111publ5/ take users to page that where they can find a list content-detail.html (accessed June 17, 2009). of grantees. 9. ALA Washington Office, “The American Recovery 16. Libraries in rural communities interested in & Reinvestment Act: What Librarians Can Do upgrading or building a library with the aid of Now,” www.ala.org/ala/aboutala/offices/wo/ this funding can find more information at www woissues/washfunding/fedfund/arra101pgs/ .rurdev.usda.gov/rhs/cf/cp.htm (accessed May ARRAtop10v4.pdf (accessed May 29, 2009). 29, 2009). 10. Ginnie Cooper, telephone interview with the author, May 13, 2009.

51 july/august 2009 by the book

“By the Book” reviews professional development materials of potential interest to public librarians, trustees, and others involved in library ser- vice. Public Library Association policy dictates that PLA publications not be reviewed in this column. Notice of new publications from PLA will generally be found in the “News from PLA” section of Public Libraries. A description of books written by the editors or contributing editors of Julie Elliott is Assistant Public Libraries may appear in this column but no evaluative review will Librarian and Reference/ be included for these titles. Coordinator of Public Relations and Outreach, Indiana University South Bend; [email protected]. She is leaving Public Libraries at Pop Goes the Library: Using down by chapter), and an index. the end of the year with the Pop Culture to Connect with —Carrie Scarr, Assistant Director, completion of volume 48. Your Whole Community West Fargo (N.Dak.) Public Library We will miss Julie and thank her for all of her hard work By Sophie Brookover and Elizabeth over the years. Burns. Medford, N.J.: Information Better by Design: An Today, 2008. 298p. $39.50 (ISBN-13: Introduction to Planning Julie is reading Fool’s 978-1-5738-7336-9) LC 200819509. and Designing a New Library Paradise: Players, Poseurs, Pop Goes the Library began as a Building and the Culture of Excess blog, but while the blog is an excel- in South Beach by Steven lent source for the most up-to-date By Ayub Khan. London: Facet Gaines. ideas, the book version is a great way Publishing, 2009. 195p. $149.95 for those new to the concept of pop (ISBN-13: 978-1-8560-4650-3). If you are interested in culture in the library to get a solid reviewing or submitting footing. Brookover and Burns have a Managing Your Library materials for “By the simple message: No one is isolated Construction Project: Book,” contact Public from pop culture. It is everywhere: A Step-by-Step Guide Libraries Editor Kathleen books, TV, movies, music, and maga- Hughes, American Library zines. The authors provide a broad By Richard C. McCarthy. Chicago: Association, 50 E. Huron definition of pop culture: “whatever ALA, 2007. 172p. $58 (ISBN-13: 978-0- St., Chicago, IL 60611- people in your community are talk- 8389-0931-7) LC 200639317. 2795; khughes@ala ing, thinking, and reading about.” While it’s easy to dream of a better .org. There is no secret formula for dis- and bigger facility, the actual project covering what is popular—reading may seem like a mountain to climb. and talking are key. There is no But don’t worry, well chosen road If you are interested alternative to finding out what your maps such as Better by Design and in taking over as edi- patrons want, except by talking to Managing Your Library Construction tor of “By the Book,” them. If you’re a shy librarian, an Project may be just the resources please e-mail your interview with Ilise Benun provides needed to help your library find its résumé, writing sam- tips for stepping outside of your way to its next home. ples, and query letter introverted shell. Both books predictably cover top- to [email protected]. Also included: Core Pop Culture ics such as how to find an architect, Resources for Library Professionals roles of architects and libraries, (online and print resources), Pop and the many steps in the process. Programming Year-Round Calendar, Another common topic between the Survey Questions, websites (broken two texts is communication—both

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emphasize communication at dif- compliment each other; however Listen Up! Podcasting for ferent steps in the process. Khan if a library only buys one book for Schools and Libraries emphasizes communication during an upcoming construction project, staff and community relations, while buy Managing Your Library—the By Linda W. Braun. Medford, N.J.: McCarthy emphasizes communica- checklist layout will provide an Information Today, 2007. 93p. $29.50 tion during marketing and the pre- essential road map that will supple- (ISBN-13: 978-1-5738-7304-8) LC construction meeting. ment the guidance provided by an 200723650. In Better by Design, Khan includes architect and consultant.—Carrie Listen Up! is a great reference for five key principles to manage Scarr, Assistant Director, West Fargo anyone interested in podcasting. change: “different people react dif- (N.Dak.) Public Library Braun’s enthusiasm for the subject ferently to change; everyone has shows in her easy-to-follow guide. fundamental needs that have to be Librarians will appreciate her con- met; change often involves a loss Our New Public, a Changing cise descriptions of podcasts and and people go through a personal Clientele: Bewildering related technologies. Instructions on process of negativity until there is Issues or New Challenges producing a podcast are provided. a recognizable positive outcome; for Managing Libraries? Suggestions are listed for equip- expectations need to be managed ment and software needed; she realistically; and fears have to be Edited by James R. Kennedy, Lisa points out that much of the equip- dealt with” (37). Vardaman, and Gerard B. McCabe. ment is common and may already Both texts are well researched and Westport, Conn.: Libraries Unlimited, be owned by the library. Braun gives organized, however the choice of 2008. 324p. $45 (ISBN-13: 978-1- many examples supporting the one or the other will depend on the 5915-8407-0) LC 2007035907. importance of podcasting in librar- collective experience of the library This compilation of articles by ies that may be helpful for librarians management. McCarthy’s text is library professionals from Australia, preparing proposals. Types of pod- much more user friendly—contain- Canada, and the United States casts that are applicable to libraries ing checklists and duties for both focuses on management and service are discussed, as well as real-life librarian and architect, making this to the newest generation of library examples. Includes an interview with text a good choice for the librarian users: Generation Y, also known as a public librarian who shares his who is new to construction projects. Millennials. experience of making podcasts of Two unique features in Better by The information is thorough and author visits at the library and how Design include dual-use libraries academic in scope. Topics covered the service allowed others to enjoy and shelving diagrams. The section include how to tailor service towards the program at their own conve- on dual-use libraries packs a lot of this new generation of users, how to nience. These examples encourage information in just a few pages, but educate this generation on extracting the librarian to brainstorm about Khan provides a starting point for the best information, diversity, serv- many creative ways that podcasting libraries who are considering this ing Generation Y in school and com- can be used in libraries. option. The shelving diagrams are a munity college settings, and moving A helpful checklist is provided, particularly good guide that indicate forward into the twenty-first-century an excellent planning tool. A list is number of shelves, total height, and challenges in the library. Information provided of podcasting tools and shelf labels (such as “squatting,” is also provided about selecting new resources described in the book, as “browsing,” and “canopy”). format materials and changing pri- well as a sample podcast feed. Two subjects that are absent from orities for libraries and Millennials. Librarians may be interested in both books are library foundations Overall, the book is resource- reading this book simply for the and Friends of the Library—both ful and perfect for a library science easy-to-understand technical know- of which can play essential roles in textbook or supplemental infor- how. Braun also describes how ser- public relations and monetary sup- mation in management or serving vices like Skype and iTunes work, port. Khan doesn’t mention library Millennials.—Lori Sigety, Branch which may be helpful when work- boards either, which often play an Manager, LaSalle Branch Library, St. ing with the public.—Lisa Erickson, essential role in a library’s decision- Joseph County (Ind.) Public Library Youth Librarian, Fort Worth (Tex.) making processes. Both books can Public Library

53 july/august 2009 new product news

The following are extracted from press releases and vendor announce- ments and are intended for reader information only. The appearance of such notices herein does not constitute an evaluation or an endorse- ment of the products or services by the Public Library Association or the editors of this magazine.

The contributing editor of this column is Vicki Optimal Resume Online to do for libraries what the ATM did Nesting, Assistant Service for banks. GoLibrary handles the Director at the St. Charles complete process of storing books Parish Library, Louisiana. www.optimalresume.com and other media, handling loans, Submissions may be sent accepting returns, and perform- to her at 21 River Park Dr., Optimal Resume is an award-win- ing basic administration functions. Hahnville, LA 70057; ning online service that can help Library patrons access GoLibrary [email protected]. ensure that displaced or transition- using their regular library card; the ing patrons reenter the workforce process is simple, quick, and avail- Vicki is reading The Great as quickly as possible. The proven able 24/7, 365 days a year. Influenza: The Story of career tools are now used at more There are three GoLibrary models the Deadliest Pandemic in than six hundred career centers and available to meet particular needs: History by John M. Barry, can help job seekers of all levels per- Peony in Love by Lisa See, form a successful job search. l GoLibrary Popular Materials— and Little Bee by Chris Patrons log in through a library’s Allows for a mix of popular books, Cleave. website to get twenty-four-hour CDs, and DVDs. access to a comprehensive suite l GoLibrary Media—Specializes of self-directed online career tools in DVD and CD media to offer a for creating résumés, cover letters, wide array of titles. portfolios, video introductions, and l GoLibrary Reservations—A totally networking websites. They can prac- automated reservation/holds tice for job interviews with a virtual system accessible 24/7. interview practice module, as well as conduct career research and assess While GoLibrary machines can their marketable skills. be installed inside or outside library buildings, more importantly, they can also be installed at locations Evanced Brings New Level where a traditional library could not of Library Access and operate, such as shopping areas, Convenience schools, hospitals, offices, residential areas, airports, and recreational/ www.evancedsolutions.com community centers.

The new GoLibrary from Evanced Solutions allows libraries, large LearningExpress Library and small, to provide services 24/7 from anywhere in the community. www.learningexpressllc.com GoLibrary offers a new form of library service—a completely auto- The LearningExpress Library online mated library machine. It promises learning platform provides more

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than seven hundred of the most card (standard barcode or RFID), for native Spanish speakers, bilin- up-to-date test-preparation and then the item is quickly dispensed gual students, and English as a skill-building resources, helping by the machine in a protective case. Second Language/English Language both students and adults prepare LibraMate also acts as a return sta- Learners (ESL/ELLs). Offered as part for a wide range of academic and tion; returned items are cleared of the World Book Web of online ref- career-oriented exams, as well as to with the integrated library system erence resources, Gran Enciclopedia improve basic skills in reading, writ- and are immediately available for Hispanica was created through a ing, and math. Job-skills tutorials the next patron. In order to make partnership with Hispanica Saber, are available to assist in creating a optimal use of the system, the cases one of the world’s most respected great résumé, honing interviewing come in two sizes to accommodate Spanish-language publishers. techniques, and improving business various materials. The cases are big- Written from a Latin American communications. ger than current products on the perspective, Gran Enciclopedia LearningExpress also has new market, allowing up to 95 percent of Hispanica includes more than one interactive practice tests in the fol- a library’s collection to be circulated hundred thousand articles; an inter- lowing growing industries and hot through the LibraMate. active world atlas; a timeline; tens of areas: thousands of biographies; and more than nine thousand illustrations, l healthcare and social assistance Career Cruising videos, animations, and sounds that (including practice tests for dental contribute to language comprehen- assistants, certified medical www.careercruising.com sion. It offers broad coverage of all assistants, pharmacy technicians, fields of knowledge with a special radiography, and more); Career Cruising is an online career emphasis on science, technology, l educational services; exploration and portfolio devel- history, and art topics. l civil service and government opment system. With detailed agencies; and occupation profiles, comprehen- l business and professional sive post-secondary education Authoritative Literary services. information, and industry-leading Criticism from Harold Bloom assessments, patrons move seam- lessly through the career exploration www.factsonfile.infobasepublishing.com Libramation Announces and planning process. With Career the 24/7 Library Cruising’s portfolio system, patrons Bloom’s Literary Reference Online are able to make concrete, long- features Facts On File’s extensive www.libramation.com term career and educational plans. print literature collection and hun- Librarians also have access to aggre- dreds of Harold Bloom’s essays exam- Libramation announced the latest gate reporting and customization ining the lives and works of great in library robotic self-check technol- tools to help meet the needs of their writers throughout history and the ogy. The LibraMate allows patrons to communities. world, as well as thousands of critical borrow library materials 24/7 with- articles published by noted scholars out extending library hours or hiring under the Bloom’s Literary Criticism extra staff. Comprehensive Online imprint. This accessible database Libraries can allow patrons Spanish-Language also contains an archive of more twenty-four hour access with a Encyclopedia Available than forty-four thousand characters; machine that looks and feels much from World Book extensive entries on literary topics, like an ATM. Using a simple touch themes, movements, and genres; and screen, patrons can browse through www.worldbookonline.com almost 170 video segments. a list of the items available and make Helpful features for students their selection. The library can con- World Book announced the launch include: figure the system to determine how of Gran Enciclopedia Hispanica, many items a patron can borrow. a comprehensive, online Spanish- l essays on how to write about The patron simply scans their patron language encyclopedia designed literature, including crafting

55 july/august 2009 new product news

strong thesis statements and and current library-related content— see a book in a bookstore, hear one conclusions, writing outlines, such as a list of bestsellers complete mentioned, whatever.” and properly citing sources, and with book cover images and product sample essay topics; descriptions. They have also added a l “How to cite” guidance includes “Content Catalog” that allows library Bibliotheca Announces examples of full citations in staff to browse through and easily New “On-the-Fly” RFID Modern Language Association select website content from a store- Conversion Software (MPA), Chicago Manual of Style, house of regularly changing stories and American Psychological and articles. The catalog’s content www.bibliotheca-rfid.com Association (APA) styles; is categorized by audience—adults, l a dictionary tool that allows users teens, and children. Bibliotheca Inc. announced non- to look up more than thirty-four proprietary “on-the-fly” RFID thousand words without opening conversion software that allows a new browser window; and Innovative AirPAC Brings libraries equipped with barcodes l a “Did you mean . . . ?” search Library Catalog Access to the flexibility to convert to RFID enhancement. iPhones at the self-check station or book return as patrons complete routine www.iii.com check-out/check-in of library mate- Piper Mountain Webs Now rials. The RFID conversion software Offers Website Content The Orange County (Fla.) Library helps unburden libraries from the Assistance System (OCLS) is providing iPhone amount of time, labor, and cost access to its library catalog using needed to convert entire collections www.librarywebsites.com Innovative’s AirPAC product. A from barcodes to RFID. Bibliotheca’s test-group of library users is now flexible, patent-pending BiblioChip Piper Mountain Webs, LLC using iPhones to search the catalog, conversion software will work with announced the release of a new set request items, and renew checked- Bibliotheca’s line of self-check sta- of tools to help small and midsize out materials. This new capability tions and book returns, as well as libraries populate their websites with launched in January 2009 as a devel- products from other vendors. interesting, relevant content. opment partnership between OCLS Blank RFID labels are simply Piper Mountain Webs provides and Innovative. applied to media and placed on the public libraries throughout the Six staff members at OCLS have shelves. When the patron checks out United States with full-featured worked closely with Innovative as items at the self-check station, the website templates and user-friendly part of a development partnership barcode is read and—at the same content management systems. Their for the new AirPAC product. OCLS time and unnoticed by the user—the newest features signal a broadening Digital Access Architect Cassie RFID chip is initialized with the bar- of their services to include develop- Shivers said, “The ability for users code item ID data. Or, in the same ment of actual website content. to manage their accounts with the manner, media can be automatically The company’s newest features iPhone is a huge aspect. If you are converted to RFID at the book return include webpages that update them- ‘out and about’ you can request a when patrons return materials to the selves automatically with interesting title from wherever you are. If you library.

Index to Advertisers

ALA-APA ...... 49 Neal-Schuman Publishers ...... 25 Baker & Taylor ...... back cover OCLC ...... inside back cover The Book House ...... 43 PLA ...... 25, inside front cover DearReader.com ...... 11 Tweed-Weber ...... 41 LIRT ...... 51

  56 Twenty years ago, this breed didn’t exist. Now it’s 636.728.

Twenty years ago there were no books, videos or periodicals that even mentioned the lowly labradoodle. Because back then, the breed didn’t exist. Now, labradoodles find their happy home at 636.728. New concepts come into our world all the time—like fuel cell vehicles, online social networks and yes, even labradoodles—and Dewey editors keep pace with all of these updates and much, much more.

So if you want your catalog to stay up with the times (and not go to the dogs), sign up today for a free trial of WebDewey at www.oclc.org/dewey/dogs/.

It’s a big world, we’ve organized it.

The Dewey Decimal Classification is published by OCLC. Image: © Corbis