Collaborative Librarianship

Volume 3 Issue 1 Article 9

2011

A Failure in Marketing

Jordan S. Sly Graduate School of Library and Information Science, Simmons College, Boston, MA, [email protected]

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Recommended Citation Sly, Jordan S. (2011) "A Failure in Marketing," Collaborative Librarianship: Vol. 3 : Iss. 1 , Article 9. DOI: https://doi.org/10.29087/2011.3.1.09 Available at: https://digitalcommons.du.edu/collaborativelibrarianship/vol3/iss1/9

This Viewpoints is brought to you for free and open access by Digital Commons @ DU. It has been accepted for inclusion in Collaborative Librarianship by an authorized editor of Digital Commons @ DU. For more information, please contact [email protected],[email protected]. Sly: A Failure in Marketing

A Failure in Marketing

Jordan S. Sly, Candidate, M.S. 2011 ([email protected]) Graduate School of Library and Information Science, Simmons College, Boston, MA

Introduction library break-rooms, and library schools across the world.2 The second trend is an This essay addresses the current climate in upsurge of negative and vitriolic feelings the library world from the perspective of a against libraries. On one hand, there are library student. We are at a point where the high profile celebrities such as Rolling actual value of libraries and library services Stones guitarist Keith Richards and author are of the utmost importance, but the per- Neil Gaiman speaking about the importance ceived importance from our patron base is of libraries.3 On the other hand, however, on the decline. The root of the problem is there are just as many detractors, high pro- that of marketing. Libraries need to refocus file and otherwise. In a recent monologue attention on making sure that people are (11 May 2010), Tonight Show host Jay Leno aware of the services the library can provide included the following riff about the pro- even as many believe the role to be lost in posed recent budget cuts to Los Angeles increasing obsolesce. As the job has been in libraries: the past, librarians are going to continue in the role as “filter” within the ever increasing People here in Los Angeles, [are] upset information repository of the internet. It is that the mayor’s proposed plan to cut the our duty to help people find good informa- budget of libraries around Los Angeles; tion in a world where there is more access, they want to cut library budgets here in and yet less clarity. This essay is a response Los Angeles. That would affect as many to recent articles that express anger towards as nine people!4 librarians and the library profession. It is imperative that we make ourselves known In recent blog postings and newspaper ar- as a very important resource and to make ticles, there is clear anger at the idea of a sure that libraries and librarians represent a well-paid library professional. There is a good return on investment to the library problem in the perceived value of librarians. administration as well as for the users. Many believe that the job of the librarian is outmoded and obsolete in the current world Libraries in Popular Culture of information abundance. While we, as in- formation professionals, know how difficult Librarians and academics know fully of the it can be to find valuable information in intrinsic value of libraries, but despite this what David Weinberger referred to as the fact there have often been opponents who internet “swamp.” Many people are satis- feel that the services provided by libraries fied with cursory level answers to their que- are no longer needed. People have, at times, ries found through a brief web search.5 referred to libraries as “welfare bookstores” While this may seem strange to many of us or with some similar degrading terminolo- in the profession or in library school, it is gy, diminishing the value of libraries within worthwhile to investigate why negative sen- communities and regard their services as timents exist and to consider what we can mere “hand-outs” and the users as freeload- do in the profession to re-justify our jobs to ers.1 There have been two interesting the user-base we serve. trends recently in the discussion of the li- brary profession. The first is perhaps the In the blog post, “10 Reasons Why ‘Profes- most surprising—that there is discussion of sional Librarian’ is an Oxymoron,” Ryan libraries outside of professional literature, Deschamps, who blogs as “The Other Libra-

Collaborative Librarianship 3(1):61-66 (2011) 61 Sly: A Failure in Marketing rian,” lays out his diatribe against librarians. as that available on the internet. While it is The post is meant to provoke a response true that many answers are available on the from emblazoned librarians who want to internet, it is the job of the librarian to act as prove the sentiments wrong. (It should be a “filter” and “fact checker” for the re- noted, however, that this post is written in sources available. It can be a tricky point to an effort to challenge librarians out of com- convince people of this role as it could lead placency and into active defense of the pro- to a sense that a user’s interest and informa- fession.) He writes, tion needs are being censored. There needs to be a clear understanding with users of …before you comment, yes, this is an un- what exactly librarians do, and do not do, balanced look at professionalism. Yes, I with information. Librarians are trained to am trolling a little bit – but with a heart differentiate the good information from the that wants to lead discussion on the topic bad, and to help users find the targeted and of library professionalism. Please do pertinent information they seek. Many users write a post about why these ten reasons are capable of self-directed searching, but are bullocks [sic].”6 often these individuals have had library- based instruction in the past. While it is true Deschamps points out many of our profes- that librarians do not have a strict monopoly sion’s flaws, or perceived flaws, from the on information service, there is a definite point of view of the users. These flaws are as benefit to the librarian’s expertise. By way follows: on analogy, people have the right to forego an attorney and represent themselves pro se. 1) Librarians have no monopoly on the ac- These individuals may get a favorable result tivities they claim. 2) There are no conse- in court, but they take a significant risk in quences for failing to adhere to ethical not utilizing the expertise of a lawyer who practices. 3) Librarianship is too genera- knows the tricks of the trade. The same is lized to claim any expertise. 4) ‘Librarian’ true with librarians. One may be able to find assumes a place of work, rather than the good resources, but the added expertise of work itself. 5) Peer-review in Librarian- librarians will help to ensure accuracy in the ship does not work because there is no results and serve as a learning experience for competitive process … . 6) Values are not future searches. This interaction will also enough. 7) The primary motivation for set a user on the path of information litera- professionalization is the monopoly of la- cy. bor. 8) Accredited library schools do not adequately prepare students for library The tenth point that Deschamps makes is work. 9) Competing professions are offer- that, “nobody can name a ‘great’ librarian.” ing different paradigms to achieve the The role of the librarian is much like that of same goals. 10) Nobody can name a ‘great’ a teacher. The aim of the profession is not to librarian.7 promote one’s self, but to propel others to greatness. Because of this supportive role, The mission in writing this paper is not to knowing about great librarians is not very fully address all ten points, but only the first important. It is important, however, that and tenth reasons in his diatribe that relate users are aware of the influential role libra- most clearly to this paper. ries have played in the lives of great people. As mentioned above, high profile celebrities The first point is, “librarians have no mono- like Neil Gaiman and Keith Richards have poly on the activities they claim.” What De- spoken about the wonders of the library. schamps is talking about at this point is the Libraries would do well to promote their idea of knowledge acquisition. From the formative role in the lives of shapers of his- perspective of many users from all types of tory and contemporary culture and society. libraries, the information housed within the confines of the library is essentially the same

Collaborative Librarianship 3(1): 61-66 (2011) 62 Sly: A Failure in Marketing

This being said, though, there have been Taking Stock famous persons throughout history who served as librarians. Twentieth century no- Recently, the Ottawa Public Library (OPL) tables such as Jorge Borges and Philip Lar- began an active campaign to curb the per- kin are examples of literary figures who ceived notion that libraries are obsolete and worked as librarians. Noted German intel- out of touch with the community’s needs. In lectual, Adolf Harnack, philosopher David May 2010, OPL began a library awareness Hume and the (in)famous Casanova were campaign with the catchy ad slogan, “If it’s also librarians at some point in their work- out there, it’s in here.”9 This ambitious pro- ing lives. There are also examples of famous gram was to advertise the vast resources and influential librarians in their own right, that the library offers the public and to pro- such as the much written about S. R. Ranga- file what the library has already been doing nathan and Sir Anthony Panizzi. The latter in the community. Here is a perfect exam- would be intriguing to many different ple of how libraries need to clear away the people, not simply those interested in the cob-webs, get outside, and push their ser- history of cataloguing. And Ranganathan vices. potentially could be of interest to those studying mathematics or computer science. The initiative of OPL in shameless self- The point simply is that, while librarians promotion should be adopted by all types of often function behind the scenes of great- libraries. Academic libraries should work in ness, the profession should receive its due greater partnership with their universities in credit given through the testimony of people order to let the students know that the li- for whom libraries were a great force in brary holds all the information that they their lives and careers. Deschamp’s two seek. Academic libraries also need to teach points reflect the poor job librarians general- students how to use these resources in more ly have done in marketing their services. efficient and effective ways. As is common The general public is not at fault when it in a number of academic libraries, librarians does not regard libraries and librarians in are designated subject specialists and often what we believe to be a correct light. The work directly with faculty in selecting and fault is our own. using resources. This is a good first step, but more can be done, especially in regard While Deschamps’ blog post is more of an to student involvement. We need to con- internal call to action, a more vitriolic article vince students of the value in using library- was recently published in The Ukiah Daily housed resources in addition to basic web Journal from California. The article, “Save resources. While many academic depart- the County, Close the Libraries,” by Tommy ments, including my alma mater, University Wayne Kramer should serve as a wake-up of Maryland, do require basic library skills, call for our profession. The article begins, increasing these requirements would equip “… if Mendocino County is strapped for students with better information seeking money, and I believe it is, the most logical behaviors. thing it could do is close down all the libra- ries.” Kramer’s rant continues, “lock the The fact that students often are satisfied doors, shut off the lights, sell the books. with cursory “answers” is highlighted in a Rent out the buildings to Domino Pizza out- study where Library and Information lets and Verizon franchises. Turn the book- Science students were tested on their inter- mobile into a taco truck. Libraries are the est in and use of Web 2.0 technology. This blacksmith shops of the 21st century, obso- research conducted by Noa Aharony of Bar- lete relics of another era.”8 Ilan University in Israel asked questions about Web 2.0 to a community of Library and Information Science students. Aharo- ny’s findings illustrate that one’s ability to take on Web 2.0 has much to do with one’s

Collaborative Librarianship 3(1): 61-66 (2011) 63 Sly: A Failure in Marketing cognitive ability. Based on John Brigg’s dis- ing that they will just fade away. We should tinction between “deep learner” (DL) and not fear for our jobs, but instead embrace “surface learner” (SL) it was found that mo- the change that is actually underway. The tivation to learn and the ability to relate new ability to adapt is the ability to survive. information depended on one’s stock of Adaptability determines which professional previously acquired knowledge (DL).10 The sectors in society in general are the most fit inverse of DL, the SL student does not make and relevant for the future. these meta-cognitive connections but simply addresses surface problems without consi- A Lesson from History dering context or causal situations. This student is more likely to simply memorize While librarians, historically, are not known facts as opposed to making lasting connec- for their adaptability, there are noted excep- tions among units of knowledge.11 All of tions. In previous eras, the library opened this is to say that in marketing services to doors for patrons by opening the stacks and students, it is important to realize all stu- by offering an unparalleled wealth of know- dents are not the same, and that library re- ledge in public lending libraries. In the Eigh- sources and services need to be presented in teenth-century, admittance to the British ways relevant to the users, and, in the end, Library was “obtained only by ticket, and to help students become deep learners. that only by persons ‘of condition’.”13 One of the main reasons for this closed policy, of Relevance as a quality in marketing relates course, was the ornate quality of the room, also to the adoption of new technologies. designed by Lafosse and Charles Rousseau, One of the most interesting inclusions in and housed within the building also con- libraries today is the use of mobile technolo- taining the Royal Library. The library staff gy. During the joint OCLC and Library Jour- during this time composed of elderly physi- nal online symposium, representatives from cians and clergymen was equally as “stan- Verizon, IBM, and Blazing Cloud spoke doffish” as the lavish décor.14 about the possibilities of a new “4G” world of mobile technology and the role that libra- As Head Librarian at the British Library ries can play in this new chapter of innova- from 1856 to1866,15 Panizzi’s work in creat- tion.12 The symposium was very informa- ing a usable catalogue effected a democra- tive and encouraging. Since library users tizing of the library itself. The British Li- want more usability, and as more and more brary was under threat by labor movements people are using mobile technology in their like the Chartists and other groups that research process, then there is no question wanted equal access to the materials housed that libraries should embrace this current within the library. The British library even- trend. tually opened a public reading room around 1857 which functioned much in the same Interestingly, though, there was a surprising way as the modern public library. This was backlash to the various talks by symposium a crucial first step in the movement towards speakers that surfaced on the Twitter back- free information for the public.16 channel (http://twitter.com/#search?q=%23fomo10 Other British community libraries began to ). Postings expressed a great deal of suspi- open similar reading rooms and city or bo- cion about sales pitching from Verizon, and rough librarians became important people more than a couple pleas were made for in the creation and promotion of working- more direct relevancy to the library field. class literary circles.17 This development of However, many, including myself, could service to the working-class was an impor- not help but feel that these objectors were tant moment in literary history. 18 Writers misguided in their frustrations. Libraries who did not have the luxury of lounging and librarians should be on the front lines of about Bloomsbury were able to get away these innovations, not sitting back pretend- from their often chaotic home life by sneak-

Collaborative Librarianship 3(1): 61-66 (2011) 64 Sly: A Failure in Marketing ing away to the public library for a few out a mathematical process to assess mar- hours in order to have a chance to write.19 keting plans using the “Semi-Markov While expressions of the library’s mission Process,” in, “Dynamic Analysis of Con- have changed through the years since the sumer Response to Marketing Strategies.” opening of the stacks and the creation of This process evaluates and anticipates the public reading rooms, the core value of pro- impact of marketing campaigns in a new viding information and an environment of area where two other products dominate.21 learning has remained crucially important. While libraries may not per se be a “new In today’s world, we must still provide product,” they are in direct competition equal information to all. with chain booksellers and the internet, and perhaps this approach to assessment may be Seizing the Opportunity helpful.

Times are changing and, thankfully, so are For a more general consideration the topic librarians. Thomas Benton recently charac- of library marketing that covers planning for terized the current climate of the library pro- library marketing, discussing new directions fession this way. “[F]or all the concern ex- in marketing, and guiding in the use of spe- pressed about the imminent demise of the cific marketing tools, see Suzanne Walter’s college library, there may never have been a excellent presentation in Library Marketing time when librarians seemed more vital, that Works!22 Essentially a workbook, Wal- forward-thinking—even edgy—than they ters addresses the key issues for all types of do now.”20 Thankfully, there are new books libraries and offers inspirational testimo- like Marilyn Johnson’s, This Book is Overdue: nials from libraries that in recent years have How Librarians and Cybrarians Can Save us successfully undertaken marketing cam- All. Johnson’s work aims to promote an im- paigns. age of the new librarian as one who does not even remotely resemble the stereotypical In order to address a general failure to mar- version seen in almost every pop-culture ket library resources and services, some depiction of the library professional. plan, perhaps one of the few suggested here, Amongst core users, the word is out. People needs to be put in place to combat a deepen- who use libraries know that the services of- ing decline in support of libraries and to fered are not outdated. For business entre- reverse a broadening negative perception of preneurs, professionals, and the knowing the library profession as a whole. pubic that rely on skilled information- seeking behavior and quality information, Conclusion they know that libraries remain the most reliable source for finding what is worth A failure in marketing is to blame for the finding. Librarians need to get this word upsurge in negative feelings toward libra- out more widely. ries. Many users feel that libraries are an outdated relic of a world that is no longer There are methods for implementing mar- relevant. It is the duty of librarians to forge keting strategies, but these are as varied as ahead into the uncertain waters and attempt user populations. One cannot dictate what to reinvigorate the profession with a refocus an individual library should do in order to of mission more fully embracing technology improve its marketing strategy. But regard- and modern life. One of the key issues that less of the type of library—public, academic, must be addressed when discussing library school or special—it is important to engage marketing is the same as in the commercial some plan. While there are many different marketing world—how does one sell oneself methods available for marketing, a mathe- to people who do not wish to be sold to? matical approach seen in the commercial Some librarians have taken it upon them- world may be one worth considering. John selves to post videos on online video sites R. Hauser and Kenneth J. Wisniewski lay like YouTube offering dancing and singing

Collaborative Librarianship 3(1): 61-66 (2011) 65 Sly: A Failure in Marketing of modified Lady Gaga music 8 Tommy Wayne Kramer, “Save the Coun- (http://www.youtube.com/watch?v=a_uz try, Close the Libraries.” The Ukiah Daily Uh1VT98&feature=player_embedded). This Journal. (Ukiah California, 2010). is a fun and quirky method of (largely) free http://www.ukiahdailydailyjournal.com/ci advertising. It does not make sense for all _14449602. libraries to follow in this manner, but per- 9 The Ottawa Public Library: If It's Out haps it could be a viable way to attract teen There, It's in Here. LISNews.org. (2010). and young adult users by showing that li- http://lisnews.org/ottawa_public_library_i brarians have a sense of humour and are not t%E2%80%99s_out_there_it%E2%80%99s_h stuffed-shirted statues. ere 10 Noa Aharony, “The Influence of LIS Stu- Libraries have every opportunity to be on dents' Personality Characteristics on Their the cutting-edge front lines of new technol- Perceptions Towards Web 2.0 Use” Journal of ogical innovations. Companies like Verizon Librarianship and Information Science 41, no. 4 and IBM see libraries as an important place (2009): 227-242. to implement technology and to work with 11 Noa Aharony, 2009. the smart people in the profession. Those 12 OCLC/Library Journal Online Sympo- who believe that libraries are outmoded and sium: 20 May 2010. obsolete will no longer have an argument http://www.oclc.org/innovation/. the more we actively engage a positive and 13 Arundell Esdaile, The British Museum Li- substantial momentum forward into the brary: A Short History and Survey. (London: future and as librarians more accurately George Allen & Unwin, 1947), p. 40. market their increasingly relevant services 14 Ibid. to various user groups. 15 Eric Glasgow. “Sir Anthony Panizzi.” Li- brary Review 50, no. 5 (2001): 251-254. Endnotes 16 Ibid. 17 Paul Kaufman, “The Community Library: A Chapter in English Social History” in Li- braries and Their Users: Collected Papers in Li- 1 Andy Spackman, “Our Conservative brary History (London: The Library Associa- Ideals” American Libraries Magazine (2010), tion, 1969) p. 188. http://americanlibrariesmagazine.org/colu 18 Christopher Hilliard, To Exercise Our Tal- mns/my-mind/our-conservative-ideals ents: The Democratization of Writing in Britain 2 John Harlow, “It’s Only Books ‘n’ Shelves (Cambridge, MA: Harvard University Press, But I like it” Sunday Times (4 April 2010) 2006), p. 46. 3 Euan Kerr, “Why Neil Gaiman Loves Li- 19 Ibid., pp. 105-117. braries” Minnesota Public Radio. 20 Thomas H. Benton, “Marian the Cybra- http://minnesota.publicradio.org/display/ rian,” The Chronicle of Higher Education (On- web/2010/04/12/gaiman/ line). (2010). 4 Jay Leno and Liz Plonka, The Tonight http://chronicle.com/article/Marian-the- Show With Jay Leno: Monologue (11 May Cybrarian/65570/. 2010). NBC. 21 John R. Hauser and Kenneth J. Wisniews- 5 David Weinberger Talk at Simmons Col- ki, “Analysis of Consumer Response to lege, 2010. Marketing Strategies” Management Science 6 Ryan Deschamps “Ten Reasons Why 28, no. 5 (May, 1982): 455-486. 'Professional Librarian’ Is an Oxymoron” 22 Suzanne Walters, Library Marketing that The Other Librarian blog Works! (New York: Neal-Schuman Publish- (2010)http://otherlibrarian.wordpress.com/ ers, 2004). 2010/04/30/ten-reasons-why-professional- librarian-is-an-oxymoron/.

7 Ibid.

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