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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractBaby Boom generation librarians, those over 40 who have not been promoted into supervisory and managerial positions, are important but often-undervalued assets to the libraries that employ them. Their presence in the library workforce, and the issues surrounding them, are similar to those in the workforce as a whole. A truly diverse organization reflects both major racial and ethnic groups, and different generations. Managers are challenged to maximize the often-considerable expertise of these librarians. Older librarians are challenged to maintain their enthusiasm and commitment to their professional careers, and to contribute commensurably to their respective libraries.

Providing practical information, which can be valued monetarily and enhances the economic well being of those who use it, is an important function of the public library. Most public libraries, however, do not aggressively market this niche. Precedence is given to marketing the library as an educational and cultural institution. This role has had a long and dominant history. Traditionally, public perceptions of the library and other factors have made it difficult to broaden library marketing to focus on other information segments. Over time, this bias erodes the viability and relevance of the public library since other organizations usurp the niche. Methods for broadening the library's marketing focus to include practical information are outlined.

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