Marketing to Libraries: What Works and What Doesn’t
How can publishers more effectively market to libraries? In 1975, 1987, and 1991, the AAP/RTSD (ALECTS) committee surveyed publishers and librarians about marketing to libraries. Looking at the results of the three surveys we see that many of the practices of librarians and publishers are unchanged over the last seventeen years. Much of the advice from librarians to publishers about how to do business is the same. Some important pieces of our world are different. Today I hope to reinforce the practical advice that still applies, and point out the changes in libraries which may cause us to question long held beliefs about how to effectively market to libraries.