In every community there are scores of intelligent men--men who are
well-informed on most subjects--who do not know what the modern
public library does, whose conception of it is what might have been
expected a generation or two ago. The word "library" to them means
such a collection of books as they have in their homes, or the library
they used while in college. There is no thought in their minds of the
aggressive, civic and educational force that we believe the American
public library to be.
These men are not found in any one particular class. Business men and
public officials may seem to head the list, but there are college
professors and presidents, and well educated professional men who
are quite as uninformed and indifferent as any others. I could point
to dozens of men and women in my own state, high up in educational
affairs, and some of whom are officially in close touch with libraries,
who do not realize at all what place a public library can hold in
community life.
Perhaps the best evidence on this proposition, if evidence is needed,
is found in the recent books dealing with civic and educational
affairs. In many of them the authors speak forcibly and unmistakably in
favor of the public library, and exhibit a knowledge of current library
practice that is gratifying to the library profession, but there are
other books--not few in number--in which the writers show an entire
lack of appreciation of the public library movement.
It is very easy for us to say, when such a condition is brought to
mind, that it is the other fellow's fault, that there is no excuse in
these days for anybody's being ignorant of the public library movement.
Perhaps that is true; but, for my part, I am inclined to wonder if the
fault is not with the librarians themselves. They have been so busy
working out their own administrative problems that they have not taken
the trouble to keep the public informed on the progress made. They have
pushed the establishment of libraries--that has been comparatively
easy--but they have not yet, to any very great extent, created a public
sentiment that insists enthusiastically on generous appropriations.
There is need for some advertising that will take care of this
situation. It might emanate from different sources: from the state and
national library associations and departments working on the public
generally; and from the libraries themselves, individually working on
their own communities. Most of the library association publications
are professional literature; most of the speeches made under the
auspices of the associations are made to librarians and others already
interested.
What is needed now, if my reasoning is correct, is a publicity campaign
that will cover a wider range. Let its purpose be to give concrete,
up-to-date information about the public library to every man and woman
who reads, to every individual who is interested in any way in civic
improvement or educational affairs. Surely no better way can be found
of laying a foundation for liberal library appropriations.
One great need is for popular books and pamphlets on public library
work. Dr. Bostwick's "The American public library," is the one
available volume of this character; there is room yet for several other
publications, shorter, for the most part, and dealing with special
phases of library work rather than with all phases. Many people will
have to read a short article or pamphlet before they will acquire
sufficient interest to undertake a whole book.
The different lines of library work that offer subjects for popular
treatment are many. Most of them have been written about for
librarians; why can't we have them written about now for the general
public? Properly printed and attractively illustrated, a series of
books and pamphlets of the sort I have in mind could be used to a good
advantage all over the country. Of course, a good deal of the material
distributed would never be read, but the fact that little advertising
booklets are widely used by business men would indicate that in the
long run they do have a good effect.
Perhaps the most promising field is that of the magazines, for
practically all intelligent Americans read some monthly or weekly
periodical. Some would be reached by the good literary magazines, some
by the so-called family magazines; others read only the trade journals,
and a few only religious. All together they offer a medium of publicity
that would reach nearly everybody. If we could successfully emulate the
people who have pushed some of the great movements like conservation
or industrial education we should soon have everybody believing that
the public library is a live issue. No other movement offers better
opportunities for such publicity, for there is no other institution
quite so broad in its interests as the public library.
Why cannot the library associations have a publicity man whose business
it would be to get such articles into the magazines, to prepare little
booklets such as I have described for the information of the general
public, and to do whatever else he can to interest influential men and
the world at large in public libraries? This man might also be made
responsible for getting library news articles and feature stories into
the newspapers. Such articles would undoubtedly do a great deal to
educate newspaper readers to a knowledge of library work as it now is,
but if they did nothing more than to keep the subject before the people
they would be worth while.
There is also a large field open for public speakers. A publicity man,
representing a national or state organization, could make himself
very useful as a speaker at public gatherings. He could easily secure
a place on the programs of many civic, scientific and educational
organizations, and by a popular presentation of the public library's
service along the line that particularly interested the members, could
undoubtedly make scores of new friends for public libraries.
Such a person would be welcome also as a lecturer on librarianship at
college, academy and high school gatherings, at chapel and convocation
exercises, etc. These talks would have a double value in that they
would help to bring good people into the library profession and at
the same time give information about library affairs to students and
instructors.
So far as I know, the library profession has never indulged in paid
newspaper or magazine advertising. This may be due to the fact that
we can usually get all the space we want in the regular news columns
free of charge; but I suspect it is due partly to our conservatism,
to our fear that paid advertising would be considered undignified.
Certainly if the newspapers and magazines are willing to print without
pay all that we wish, we need not consider the paid "ad." But if it
is impossible to secure the desired space in any periodical free of
charge, it might be worth while to buy it.
The paid library advertisement need not be similar to the ordinary
commercial advertisement. It could be modeled after the "talks"
sometimes used by large corporations and promoters which are meant to
create a sentiment favorable toward the company. They should be done
in newspaper English and should, of course, be short and to the point.
Charles Stelzle, in his "Principles of successful church advertising,"
says that "One denomination in the U. S. has made a selection of a
group of newspapers throughout the country which print regularly an
editorial on some doctrinal or ethical theme and which is paid for by
the national body." If it is not undignified for a church to do these
things, surely it would not be out of place for the public library.
So much for the advertising methods that might be followed by
the A.L.A., the League of Library Commissions, or the various
state associations and commissions. By such means the attitude of
friendliness toward libraries in general would undoubtedly be fostered
and an interest in their establishment and maintenance greatly
increased. But the librarian of a public library could not rest on
this. The proper "taste" for library expenditures--if we may so express
it--in his particular town will depend largely on his particular
library and his own methods of advertising.
Of course we shall all agree that the best advertisement is satisfied
patrons and lots of them, and that without the backing of such patrons,
the advertising will do little good; also that special work for the
special classes who have most to do with tax levies and appropriations
will bring good results.
* * * * *
Almost as important as satisfactory service is a business-like
administration. The library management ought to be such that it will
command the respect of business men. No amount of mere talk about the
need for more money or of the wonderful advantages that will accrue
to the city in case an extra thousand dollars be appropriated, will
count for anything unless the librarian knows how to talk business.
In fact it does not seem surprising that some libraries are poorly
supported when one realizes that there are hundreds of librarians who
know nothing about their library finances, who leave the money matters
entirely to the library board.
* * * * *
Unfortunately, the librarians who are ignorant of the financial
condition of their libraries, except their own salaries and the fines,
are not all found in the country towns and are not all without library
school training.
* * * * *
I know of one librarian in a city of nearly one hundred thousand
population who never knows the amount of the library income, for either
the current or the past year.
* * * * *
I know of another library, this one in a small town, that has been
running for several years on a very limited income although the board
has absolute power to more than double the library levy. Recently the
librarian, a library school graduate, resigned, because, she said,
there was no future. A few weeks later a candidate for the position
met with the board to talk things over. She went armed with a p-slip
full of figures. She knew the assessed valuation of the town, and
the present and possible library income. She knew something about
the city finances and whether the town could afford an increase for
the library. She had similar figures for the adjoining townships
and was prepared to tell how township support might be secured. In
fact, she went to the board meeting prepared to discuss the financial
possibilities of the library in a business-like way, to tell what ought
to be done, how much it would cost to do it and finally, what she would
take to shoulder the proposition.
Of course, she was employed. She was employed at her own salary
and on her own conditions, and the board agreed to follow out her
recommendations.
Such a librarian is a perpetual advertisement for the library of the
very best sort. His reputation for a good business administration will
win the business men, and his knowledge of city finances will win the
respect of public officials and others interested in city government.
The library and the librarian also need a reputation for being
interested in all civic improvement societies and other organizations
that have for their business the public welfare. Agreeable professional
relations with the men and women who are members of these societies
will make friends for the library of the best and most active people of
the city. The librarian can without difficulty, secure an invitation to
address such organizations on matters pertaining to the library and if
he is the right sort, he will be allowed to present his cause when he
is asking for more money.
The librarian who does all these things ought not to have any great
difficulty in securing the money necessary to run his library properly.
It will be an added advantage, however, to keep the name of the library
before the people. We ought not to be satisfied until everybody knows
that there is such a thing as the public library and that it is
situated at a certain place. The mere fact that a man knows a thing
exists will make him approachable when the time comes to ask his
support.
In order that people who do not use the library may nevertheless know
something about it and be prepared to play the part of intelligent
citizens when appropriations are discussed, there is need for a
continuous series of newspaper articles that will tell, frankly and
fully, what the library is doing. These articles should appear as news
items whenever possible and should be readable. The librarian who does
the largest part of the reporter's and editor's work is likely to get
the best results. If the papers are accustomed to getting something
from the library regularly, they will be willing to print financial
reports and budgets with explanations when the time comes. If for any
reason the library cannot get its items printed as news, then the same
material can be used in paid "talks" to the public.
Just before time for making the appropriation, comparative statistics
can be used to a good advantage, especially if graphically shown with
cuts. They can show the smallness of the library income as compared
with incomes of other city departments, the lack of growth in library
income as compared with the growth of the city, and the appropriation
for the library in question as compared with other libraries in cities
of equal size.
The newspaper is the recognized medium for all sorts of local
advertising. It reaches more people than any other medium and many
people who could not be reached in any other way. In advertising the
needs of the library, however, where only a comparatively small number
of people must be reached, it seems reasonable to assume that the
circular letter might accomplish good results. It should be carefully
written to catch the attention, beginning with some statement in which
the reader is interested, proceeding rapidly to the business in hand,
and, above all things, stating clearly at the end, the exact action
desired.
It is possible now to get up perfect imitations of individual
typewritten letters. Such letters with the name and salutation inserted
on a machine, and with personal signature, ought to bring results.
Those or actual personal letters are the last word.
Any man who has in the background of his mind a knowledge of what the
library stands for, a good opinion of the library based on good service
and continued publicity, ought to be influenced to definite action by a
good personal letter.
The FIRST VICE-PRESIDENT: It is not given to many of us to approach
a subject from so many directions as Mr. WALTER L. BROWN, librarian
of the Buffalo public library, in grappling with the subject of "The
breadth and limitations of bookbuying." His all-around experience will
make this next paper one of exceptional value to us.
Dr. Thwaites has kindly consented to read the paper for Mr. Brown.