BOOK ADVERTISING: ILLUMINATION AS TO ATTRACTIONS OF REAL BOOKS

The reputation of the American people as a nation of readers evokes

a pleasurable sensation of pride in the patriotic heart. But when we

pause to ask, "What do they read?" that pride is destined to fall.

Newspapers, periodicals, novels, the popular books of the hour--yes,

but how many of the books of all time? It may be doubted if the present

generation, with all its opportunities, reads as many of these as did

its fathers.

Two traits seem forcibly to impress the cultivated foreigner as

characteristic of our men and, to a lesser degree, of our women--a

hard materialism and a lack of interest in the finer things of life.

Is there any relation between this dearth of idealism and the reading

habits of the nation? Ideals are the greatest force in life, and

what a man's ideals are is largely determined by what he reads. The

power of great literature to awaken noble ambitions, to cultivate the

imagination, to impart the ability "to see life steadily and see it

whole" is undisputed. In face of all this, where does the library of

today stand?

It has been pointed out that the modern library movement is of recent

growth. We look with amazement at all that has been accomplished in

the last quarter-century. There seems little to connect the library of

the present with the library of the past. But one link remains--the

book. Sometimes it seems as if that was the one thing we were leaving

out of our thought--the book, not as a material object, paper,

printing, binding, to all of which we pay much attention, but the

book as literature. Is the library, too, becoming materialized? As

the authorized custodians of the wisdom of the past, we stand in an

important and dignified relation to the present. How can we share our

treasures with a public that too often fails to appreciate its need for

them?

First of all--above all mere schemes and devices however good--must

come a real love and enthusiasm for books, and a knowledge of them

among library workers. It is impossible to awaken an interest in other

people in a subject in which you are not interested yourself. There

has been more or less good-natured raillery among librarians over

that time-honored recommendation for one who wishes to enter library

work, that he is "fond of reading." In the long list of qualifications

which, we are told, the library assistant should possess--a list so

comprehensive that one is reminded of the old jest about expecting

all the virtues for four dollars a week--love of books seems to be

ranked very low. It may be questioned if this is not a mistaken policy.

After all, books are the basis of all library work and the attitude of

the workers toward the books, cannot be unimportant. One of the most

scathing indictments ever brought against library assistants was made

when Gerald Stanley Lee accused them of being "book chambermaids."

We like to judge our profession--if I may be allowed that disputed

term--by its leaders; but the public judges us by the people who answer

their questions in our delivery rooms and at our information desks and

in our reference departments. And it is no use trying to evade the

issue, as some libraries do, by requesting people not to ask questions

at the delivery desk. Two-thirds of our public never get any farther

and, even when referred to some other department, show an inexplicable

unwillingness to go there.

A few years ago the following communication appeared in a well-known

paper: "Will you kindly inform me through the columns of the Saturday

Review of Books where I can find the story of 'Gil Blas'? I inquired at

one of the public libraries and the attendant said she had never heard

of it." Incidents like this, and we must in all honesty admit that

they are liable to occur in any library, may be one reason for the too

prevalent impression that the library is merely a place where one can

get a new novel. If we wish to promote the reading of the best books

in our communities, we must have literary taste and a familiarity with

books in the members of our library staffs.

The power of the viva voce, personal opinion is apt to be

underestimated. "It's great," says the little cash-girl in the

department store, and her word settles the matter for the hesitating

purchaser. With the public at large, your recommendation of a book goes

farther than a learned review by a real authority. Here is where our

opportunity lies, not only inside the library, but outside. A librarian

who recently read "Eothen" and found it thoroughly delightful, casually

spoke of it among his friends and, as a result, knows of no less than

seventeen people who read the book and twelve who bought it. This

incident is typical. Why did you choose the last book you read? Even if

you are a librarian and in the habit of looking over endless numbers of

book reviews, it is more than likely it was because someone spoke of it

in a way to arouse your interest.

In our professional capacity we all expect to be called upon for advice

in selecting books, but even outside the library we are probably

alike in finding that people assume we can help them to discover the

"something interesting" for which they are looking. Accordingly, the

advantage of a broad range of literary likings is obvious. The world

of literature is wide and there is something in it for every taste. If

your personal preference happens to be for the moderns, if you enjoy

Ibsen and Shaw and Maeterlinck--don't look askance on that other type

of mind that finds happiness in Scott and Browning and Tennyson. The

mental breadth that can sympathize with a point of view that it does

not share, is nowhere more desirable than in library work.

Much effort is being expended by libraries at the present time in

promoting the reading of their books. It is being more and more

recognized that a smaller number of books more widely read fulfills

the real purpose for which the library exists better than a larger

number standing on the shelves. This is now so much of a commonplace

that we are liable to forget how new the idea is. It was not so long

ago that the annual report pointed with pride to the large proportion

of income spent on books and the small amount on administration. The

whole movement expressed by the term, "publicity," is the growth of a

few years. So far most of our work along this line has been devoted

to promoting the reading of new books and technical works. Gratifying

success has crowned our various schemes. But every library worker

knows that the easiest class of books for which to find readers is new

books. The reasons for this are so apparent that we need not dwell

upon them. To circulate the great books, the classics, the books which

constitute literature in the restricted sense is another and a far more

difficult undertaking, and on this we have hardly made a beginning.

Yet if the library is to stand--and we all believe it should--for the

highest, for true culture and refinement, if it is to be a source of

ideals, as well as ideas, here is a side of our work which must not be

neglected.

We may be inclined at times to underrate the library's ability to

secure the reading of specific books. An experiment tried some years

ago may serve as an object lesson. Van Vorst's "The woman who toils"

and "The souls of black folk," by Du Bois, were selected for this

experiment. Under ordinary conditions the first of these books would

have enjoyed a fair degree of popularity, while the second would

have had a rather small circulation. The library bought a number of

copies of each, sent notices to all the papers, had book-notes in its

bulletin, put up publishers' advertisements on its bulletin-boards,

and (note this last) discussed the books in staff-meeting so that

every assistant was able to talk about them intelligently. The results

surpassed expectations. For months it was impossible to meet the calls

for them, and reserves came in steadily; most remarkable of all, after

eight years the circulation of one is eight and the other three times

above the average. So much for what a library can do in determining

what its constituency shall read.

One reason why the best books are not read is that many people do not

know how readable they are. In the vocabulary of the great public

the word classic is synonymous with dry. It frightens people. How

much the schools are responsible for this through their use of great

literary masterpieces as text-books is a disputed question. If we can

only succeed in making people understand that the reason these works

are classics is because their inherent interest is so great that it

has kept them living and vital through the years that have brought

oblivion to hordes of weaker writings, we shall have accomplished

something truly worth while. But if to many of our patrons the classic

is something to be feared and avoided, there are others who really wish

the best, but either do not know it or are so busy that they neglect

it, taking the book that comes first to hand. Like those daughters of

time--the hypocritic days, books too bring diadems and fagots.

"To each they offer gifts after his will,

Bread, kingdoms, stars and sky that holds them all."

How often have we, wearied and hurried, hastily taken a few herbs and

apples, only to feel later the solemn scorn of a wasted opportunity.

There are probably few libraries today, outside the very small ones,

that do not employ book lists, more or less elaborate in form, to call

attention to their resources. These can be used to good advantage to

recommend the purely literary attractions of the library's collection.

But there are book lists and book lists. To some librarians a book list

is a list of books, and nothing more. The newest member of the staff

can take his subject, a pencil and a pad, and look in the card catalog

under the proper heading, and lo! the list is made! And it is worth

just about the amount of work put into it. A successful list requires

far more than this. The books must be carefully selected by some one

who knows them. If there are annotations, they must really annotate.

If your brief note adds nothing that the public wishes to know, it

is wasted. The number of entries, the title, the arrangement, the

paper, and the print, all are important in deciding the popularity of

a list. A distinction needs to be drawn between the list for students

and the list for popular reading. The former may be very full, but

experience tends to show that the latter should be brief--twenty-five

entries at the longest; and many times, ten would be better. Ten

great autobiographies, ten world-famous dramas, ten literary

masterpieces--the very titles hint at that multum in parvo which gives

popularity to collections like Dr. Eliot's five-foot library. To read

five feet of books and find oneself simply but sufficiently armed and

equipped to hold one's own with any university giant, how enticing it

sounds! and how simple. The public dearly loves superlatives--"the

best," "the most famous," "the greatest." If any librarian doubts

the drawing power of these phrases, let him make a trial of them. A

knowledge of psychology may be a great aid in library work.

To be successful, the compiler of a book list should thoughtfully

consider whom he hopes to reach by it and then take measures to see

that it reaches them. Advertise your list, and do not for a moment

think that great literature, because it is great, needs no advertising.

If your local paper will say that the library is distributing a

fine list on the immortal Greek tragedies, far more people will be

interested in that list than if you merely hand it out at your delivery

desk.

The most encouraging thought in regard to the promoting of the reading

of the best books by means of lists is the broad field from which the

books can be selected. The true book-lover in library work often feels

like Tantalus--seeing all the time so much he would like to read and

cannot. And so he turns with avidity to preparing for more fortunate

mortals lists, not only of the things he has read and loved, but of

the things he would love to read. Poetry, drama, essays, biography,

letters, travel--here is a world from which to choose.

Supplementing the lists and adding to their attractiveness are

collections of the books themselves. In large libraries most people

are more or less at sea. Who has not seen them wandering aimless and

bewildered from shelf to shelf, and who has not noted the relief

with which they turn to almost any small selection of books. Many

libraries have kept statistics showing the circulation of books placed

on special shelves, and it is invariably found that it is much higher

than that of the books kept in their regular places. This has passed

the experimental stage. Today we know that we can in this way increase

the use of any books we select. There are just as good books in the

stack, but they will not be read to anything like the same extent. A

library has in its delivery room certain shelves on which appear all

the new books that are bought, regardless of class. The circulation

from these shelves is notably large. After a varying length of time

these books are sent to the regular shelves. Immediately the use of

them decreases. Books that were read almost continuously while they

were on the special shelves only go out occasionally. But take them

back to one of the small miscellaneous collections in the delivery

room and they immediately begin to circulate again. The merchants

learned long ago that people buy what they see, and so in all the

stores a large amount of stock is on the counters for inspection.

Librarians have learned that people also read what they see. In both

cases, however, the methods adopted to secure patrons are influenced by

the natural limitation as to the amount that can profitably be seen.

The experienced clerk does not show the prospective buyer too many

different kinds of cloth, lest he should become confused, be unable

to decide, and refrain from buying. So with the reader. He can select

something satisfactory from a single case of books, when row after row

of them gives him mental vertigo. So do not say to him, "Here is all

Greek literature--choose." But bring together on a table or a shelf a

few books and say, "Here are a dozen of the greatest tragedies in the

Greek language. All of them are worth reading. Take one."

But when you have brought together this little collection and called

attention to it, never think your work is done. After a little while

change it for something else. The wonted soon becomes out-worn.

When the collection is new, it is regarded with interest. Leave it

too long, and people cease to see it. They walk past the shelf with

a subconscious feeling that they know what is there. The thing to

cultivate in them is a delightful uncertainty as to what they will

find, coupled with the expectation that it will be something different

from what they saw last time. Change we must have. Here again we may

take a lesson from the merchant. Time, thought, and money are spent

on preparing a beautiful window display. Does the proprietor settle

back and say, "This is the high-water mark. We cannot arrange a better

window than this; therefore we will make it permanent." Not at all. He

realizes that while at first it will draw crowds, after a bit it will

become an old story. He must offer something fresh. So get together a

collection of the best books; call attention to them; get your public

in the habit of looking for them; but change them frequently. The

infinite variety of literature is such that its presentation need never

become stale.

One method of introducing people to the best literature seems

comparatively little used in this country, though common in England,

and that is the lecture course. It is generally affirmed that the

American people no longer care for lectures. Forms of popular

entertainment wax and wane. The New Englander of the middle nineteenth

century was an enthusiastic attendant of lectures and there can be no

doubt that he owed much in an intellectual way to the habit. Almost all

of the best-known literary and public men of that period either went on

lecturing tours or gave readings from their works. Their influence was

thus greatly extended and an interest awakened in things worth while

to an extent otherwise impossible. The old-fashioned lecture certainly

compares favorably in its results with many methods of entertainment in

vogue today. It is to be feared that the latter, far from stimulating

mental life, are conducive to inertia of thought. It would be an

interesting experiment for the libraries to attempt a series of

lectures on literary lines and see if their old popularity could be

revived.

* * * * *

Another way of calling attention to the best in literature seems wholly

neglected by libraries; and, surprising as it seems, this is through

their bulletins. Nearly all large, and many small, libraries publish a

bulletin, but little has been done to develop this important library

agency. Here is a field that may well be cultivated. Most publications

have to put much money and work into the task of securing readers.

Our clientele is already provided by the patrons of our institutions.

Because the bulletin gives a list of new books, and because many of the

reading public are interested in new books, they read our bulletins.

Why do we not give them something more than a bare list of accessions?

If we wish to make our influence felt in the character of the reading

in our communities, this is our opportunity. The work may be difficult,

but it is certainly worth attempting.

All librarians have viewed with mingled feelings of wonder and

amusement those ingenious literary ladders, by which the unsuspecting

reader is triumphantly led from Mary J. Holmes to Thackeray. During

the library experience extending over a number of years, the present

writer has hopefully watched for an instance of some individual reader

climbing this amazing structure, but she has watched in vain. It is

not my aim to show how the reader of Ella Wheeler Wilcox's poems may

be induced to change to Milton; or how a devoted lover of Gaboriau

may follow a blazed trail that shall lead via Münsterburg's study

of criminal psychology to William James; or by what methods Jack

London's "Call of the wild" might eventually end in Darwin's "Origin of

species." This puzzling task must be left to some more ambitious soul.

But in every community there is a class of people, be it smaller or

larger, to whom an attractive presentation of the stimulating qualities

of real literature would appeal; and if such a presentation was rightly

made, they would respond. Will not some library make trial of this

method? Let it publish in its bulletin a series of brief articles

about the great books, telling what they have meant in the past,

what they mean today; showing them as sources of inspiration and of

consolation; making it clear that any one who has made himself master

of their treasures can never be mentally poor. Then let that library

report the outcome and tell us whether, in its opinion, it paid. The

trouble with too many library experiments is that the experimenters

never seem to follow them up and tabulate their results. The schemes

sound fine, but as to their actual working there is much haziness.

Librarians are notably ready and anxious to learn from one another, and

a plan reported as being tried in one place is likely to be immediately

started in many others. If libraries would carefully investigate the

actual results achieved by their various devices, and report their

failures as well as their successes, much wasted effort might be

avoided.

Another untried scheme that might be suggested is a series of readings.

The wealth of English poetry commends that form of literature as

well suited to this purpose, though of course there is no dearth of

material along many lines from which to choose. The theory of this

method is the same as that of the story-hour for children, and the same

question would present itself--whether the auditor would merely enjoy

the entertainment or whether sufficient interest would be awakened to

induce him to pursue the subject farther. Most libraries have small

lecture rooms, and this plan has the recommendation that it can be

tried at slight expense.

But after everything possible has been said for schemes of one kind and

another, we shall come back in the end to the supreme importance of

personality. No amount of advertising, no number of lists and special

collections can ever take the place of the cultivated and enthusiastic

book-lover in promoting the reading of the best books.

The PRESIDENT: It all pretty nearly amounts to saying that our public

are our friends, our books are our friends, and we wish to help the

friends of the first part to the pleasure of knowing the friends of the

second part.

The next order of business is the report of the Executive board and the

report of the Council, which the secretary will read.

The SECRETARY: There have been two meetings of the Executive board, and

two meetings of the Council, during this conference.

Papers and Proceedings of the Thirty-Fourth Annual Meeting of the American Library Association Held at Ottawa, Canada, June 26-July 2, 1912 · 第 141 / 250 题