I’m usually not scheduled for the reference desk on Tuesdays (sniffle), so I spend my time catching up on committee work and other extended projects. Today I’d set aside some time to read the EREC binder, because if I’m going to chair a countywide committee, I want to make sure I know the history (fairly reasonable, no?).
Among many other useful things, I found a copy of Rivkah Sass’s 2002 article, Marketing the Worth of Your Library. As I read it, it struck me how the debates in library marketing have changed very little in nine years! We are still talking about:
- “Library as place” vs. “24/7 access”
- Librarians as marketers (or not)
- Databases trumping Google
- The true costs of “free”
The one thing that perplexes me is why some librarians are still reluctant to be marketers, given that we live and move and have our being in an age where hordes of people choose to brand themselves via blogs, Tweets, Facebook, etc. How can you put so much delight and glee into crafting a digital presence, and still be gun-shy about marketing?
Maybe it’s the word “marketing,” which still has icky connotations for many of us. We became librarians because we didn’t want to buy, sell or process anything, and the notion of selling democratic access to information can definitely leave a sour taste in one’s mouth. Marketers, for many of us, are those unscrupulous folks featured in the film The Corporation, who actually studied nagging patterns in order to more effectively market to small children. And we don’t want to be identified with Those People.
Marketing sounds so much better when we call it “advocacy,” doesn’t it? The definition of the two words are strikingly similar, to be sure. A quick trip to OneLook renders the following definitions:
marketing: the commercial processes involved in promoting and selling and distributing a product or service.
advocacy: active support, especially the act of pleading or arguing for something.
Note that the main difference between the two concepts is the absence of “filthy lucre” and the presence of pleading.
I am writing with tongue in cheek, of course, because such debates amuse me more than anything else. Rather than get upset or argue about it, why not just accept and get cracking? Whether we like it or not, we are the public faces of our libraries, so we might as well take every opportunity to promote our products and services.
Maybe I just feel that way because it comes naturally to me. I don’t see how I can talk to patrons and NOT recommend an applicable database, or take the opportunity to talk about the state budget. It’s easy to advocate when you’re in love you believe in the service you’re promoting. I’m open to the possibility that I could be wrong – however, I’ve come to believe that, when it comes to differences of opinion in library world, the best position to take is T.S. Eliot’s: “Teach us to care, and not to care.” We should care enough to go to bat for our libraries, but we could probably stop caring about what the proper name for it should be. That way lies madness. Madness, I say!
I think about this stuff a lot because 1st quarter database stats were way down from last year, and that scares me. I refuse to accept the argument that goes, “Well, people Google these days, so why bother?” We should bother because the content of the subscription databases is, quite simply, better than the free web, especially when it comes to full-text journal articles. There are a million print pieces available via PA POWER’s librarian-only website, and from the vendors themselves. Now I just have to make the time to write up a million graphics requests, so they can be personalized with the library’s logo…
On a happier note, I’m told that 6 boxes of promotional materials from Mango Languages are winging their way toward me as I speak, so, huzzah for the path of least resistance! Vendors are really bending over backwards these days to make their products promotable, which makes everyone’s lives just a little bit easier.
On an extremely happy note, all those hard-core advocates who deluged their senators with e-mail, phone calls, and letters will be happy to learn that a little victory was won yesterday in the PA House Appropriations Committee meeting. I did my part not only by e-mailing my representatives, but also, with the blessing of my boss and The Other Powers That Be, inserting language on the database page that draws users’ attention to the budget situation – you can see it here (scroll down past the subject headings to “Access PA POWER Library”).
Back to my graphics requests. I may or may not get to post later this week, but if I do, I want to talk specifically about why Allegheny County’s public librarians should put their hats in the ring for the Emerging Leaders program this year.