ABSTRACT
Children's book editors were among the first to realize that attempting to reach librarians through the normal sales and marketing channels was ineffective. According to a Knowledge Industry Publications study, in 1976 domestic library acquisition accounted for 30 percent of all trade books published, 70 percent of all children's books, 18 percent of all professional books, and 27 percent of all books published by university presses. The development of library promotion as an aspect of marketing was an attempt to meet and speed up the selection procedures primarily of public libraries, most of which until recently spent a great deal of time and money reviewing new books prior to purchase. Control of advertising for the library market has been the province of the library department, rather than the publishers' advertising department or agency. The kind of information needed by librarians is different and generally far more specific than that required by bookstores.
