As the younger generation of born digital library users and even well-established scholars rely increasingly on Google, or its new products Google Scholar and Google Book, for information resource discovery and access, libraries are finding it increasingly difficult to ensure that their own well structured websites and information services are being utilized appropriately. This paper highlights some of the changes occurring in the information environment and suggests ways of marketing library services effectively to today's users. Marketing concepts are explored, focusing on a clear understanding of users, the library's products, the appropriate place for service delivery, an appropriate pricing strategy -and effective promotional strategies. Promotional strategies which are being used effectively by some commercial organizations, as well as approaches being developed by some libraries, are highlighted. Practical hints are provided so that libraries can ensure that their missions of ensuring that every book has its reader can be accomplished in a new age of access to information in real books and journals and virtual books and journals and other information resources. Libraries no longer operate in a "come and get it" environment and new ways of outreach are described, to ensure that librarians are out amongst their communities, creating an awareness of the services available and ensuring effective use of resources through a variety of approaches used in university libraries in Australia and at

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IntroductionFundraising and revenue-raising are not new ideas in Australian libraries but they have become more important and central to library financial management. This more focussed direction to fundraising has arisen because of a decrease in government funding, increases in costs and the reducing value of the Australian dollar.

Performance measurement, as is well known, involves the evaluation of a program or service in relation to its appropriateness, effectiveness and efficiency. In this paper the author describes the evaluation of two programs at the State Library of New South Wales -serials and binding -and concludes that the exercise is well worth the time and effort. 65

An AARL paper in 1989 explored collection measurement and evaluation in the context of the Collection Development Policy prepared by the State Library of New South Wales (SLNSW). The paper referred to the proposed use of the Research Libraries Group (RLG) Conspectus as a tool for collection evaluation within Australia; fledgling cooperative collection development concepts emerging within Australia in association with the growing use of the Australian Bibliographic Network (ABN); and, the emphasis on accountability and performance management emerging within the public sector. What has changed since? Practically everything including library user behaviour, collection content formats, approaches to information resource discovery and management and the nature of the library itself. What is a library today? The term 'library' by definition still refers to a collection of books used for reading or study, or to the building or room in which such a collection is kept. But knowledge banks, learning hubs, research repositories, digital media laboratories, scholars' portals, information resource centres, 3D printing services, cyberspaces, cultural destinations, 24-hour bookstores, coffee shops, pop-up learning commons, data visualisation laboratories and social collaboratories are also libraries or can in some circumstances be regarded as such. What is the role of the library collection in this context? How have libraries responded to the changes? What approaches are being taken to collection evaluation and collaboration today? Behaviour of library clients Developments in information technology and communication have changed the role of the Library and its collections. So too has changed behaviour of library clients. Library users blend formal and informal learning, seek ideas, inspiration and information, research problems, watch movies and videos or listen to podcasts, and read and review print and online resources. All exchange information via SMS, email and social media. While most people still think libraries are important, that libraries level the playing field for those without vast resources and that people still read books, they also think that libraries have re-branded themselves as technology hubs. Library users identify as learners and seek