Marketing Practical Information

Abstract

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.