"...According to the Rule of 1965, anything the library did prior to 1965 is basic; everything else is extra. For decades, libraries have dealt with change by setting limits that marginalize what we do and ensure that library services are sometimes good, but rarely essential to any but the neediest or the most determined." ~ Karen Hyman
"Rule of 1965 axioms -- user demand equals pesky annoyance, and fairness means doing less for somebody -- help to maintain the attitudinal status quo in the face of all evidence to the contrary." ~ Karen Hyman
Hyman suggests that five key questions need to be answered:
Negative responses do not mean that the service should be canceled or not initiated, but it should give pause. As suggested above, some librarians have too easily and too often decided that new services are troublesome and might be avoided. A typical argument is that new services will be implemented only when new money is available. Priorities and community interest may well warrant shifting monies from older collections and services to a new one.
Hyman notes that "the customer is not the enemy." Demand [wants] must be considered even if it is not personally appealing. "If you're spending a lot of time explaining to people why they can't have or do what they want, look for a way to let them do it." Good things happen when librarians partner with their community to provide wanted and needed services.
"Culture of change" is a phrase that receives increasing attention in the literature. One of the tasks of library management is to create a culture that welcomes change seeks mays to harness change to provide better service. Change is uncomfortable and challenging, but information agencies in particular must be at the heart of change, especially with dramatic change in information content and delivery.
Communities can change relatively quickly. A manufacturing plant closes, a rural area becomes suburban, community racial and ethnic composition changes, innovative technology is widely adopted, and so on. Community analysis or environmental scanning is a key ingredient in being prepared to meet changing wants and needs promptly and appropriately.
The oldest and most typical library service is providing content. It remains the most popular of all services. Content provision may be viewed from several perspectives:
While libraries long focused on hard copy or print formats, especially books and periodicals, content may be delivered in a bewildering variety of formats. Digital formats, with their preservation problems and lack of first sale rights, receive considerable attention because of their popularity and ease of access. At the same time, print content remains popular with many, especially in public libraries where there is considerable book length reading. Aging populations have also increased the popularity of large print content. In some public libraries, audio -- video or "sights and sounds" are now the most popular content and may account for a majority of all materials circulated. Formats may be combined as in a digital audio book that may be downloaded from a library server. Formats may change as from video tape to video DVDs. Typically, formats raise questions about housing, lending policies, and associated services. Segregation by format has long been popular in libraries and with many patrons, but it does raise issues when gardening content, for example, is widely scattered by format [periodical, book, audio book, video, and digital content are all housed separately.
List formats likely to interest members of your community. For each, list issues or problems associated with providing that service. For example, what issues might be involved in providing access to periodical or large book content?
Libraries distinguish themselves from book stores by providing a wide variety of finding aids. Finding aids typically go beyond what is held locally to identify standard works that might be found elsewhere. Providing finding aid content is often associated with inter-library loan or resource-sharing. The Internet and WorldCat are examples of technology change that has dramatically increased the ability of community members to find content, especially as WorldCat provides more of its records to Google and other search engines. Some finding aids, NoveList for example, are commercial products that both find and evaluate or recommend particular content for a particular purpose or audience. Finding aides are often expensive and under utilized. Still, finding the "right content for the right person at the right time at the right cost" is a cornerstone of library service.
To what degree is the provision of finding aides, usually in the reference department, an essential service in the 21st Century?
One of the distinctions between most book stores and the library is that libraries provide substantial collections of older content that is otherwise not widely available. The "preservation business" is a traditional library role and is an essential service in providing posterity with access to data, information, knowledge, and wisdom. Although not often used, older standard works are used and useful.
To what degree does each library need to preserve less used items for future use?
Primary sources are those that reflect the views and experiences of those who were there. Secondary sources are synthetic, but are one step removed from what happened. Public libraries are obligated, often as the "library of last resort," to collect and preserve primary source material on the local community. Partnering with a local historical society or museum is another way to meet this responsibility. As family history becomes more popular, such collections may be quite important to key members of the community.
To what degree should the public library gather and preserve local history?
In an ideal world, the library would acquire and make available content at several levels of difficulty. The adult who reads at the eighth grade level should have access to authoritative content on parenting. The Latino for whom English is a second language also needs access. While the traditional library user is reasonably well-educated and handles difficult content, that is not always true of current community members.
To what degree should the public library select and make available content for adults who are challenged by typical content, both fiction and non-fiction?
Language has become a controversial issue in some states. Conservatives in particular, often believe that bilingual or foreign language content is inappropriate and discourages racial or ethnic groups for integrating into U.S. society. Others argue that all members of the community should have the opportunity to read in their native language. Some English language readers/speakers may wish to read foreign content in the original language, but this demand is likely to be limited.
To what degree should the public library select and make available foreign language content for adults whose native language is not English?
Both in library land and within the community, there is some suspicion that non-fiction is more useful and valuable than fiction. This has been problematic since the birth of the novel in the U.K. some time ago where some felt that novel-reading led to the "vapors" and denial of family responsibilities. The term "escape reading" certainly has negative connotations. The rapid spread of the big box chain book stores has also created the notion that those who wish to read fiction can easily find what they want elsewhere.
To what degree should the public library select and make available non-fiction rather than fiction [entertainment] content?
One of the early arguments for the public library was that it provided an alternative to the "trash" found at the news agency or at the theater. Early public librarians were committed to the notion of selecting only content of good quality. In recent years, the notion of meeting customer wants or demands has resulted in selecting some popular content of dubious quality.
To what degree should the public library select content of marginal quality? How easily is "quality" identified in intellectual content? Are we responsible for providing quality or authoritative content?
In earlier times, libraries limited content provision to their own collections. Inter-library loan extended the reach of libraries by providing reasonable access to content held in distant collections. Resource sharing can be complex and it does not always work well. Still, access to remote content is one of the notable accomplishments of the contemporary library. The Internet and the web provide immediate access to content on a global basis.
How important is the provision of access to remote collections? To what degree should this service be subsidized?
As content, both local and distant, becomes more readily available, one important issue is how long it should take before the user has that content in hand. Fulfillment statistics have long been used by public libraries, but time-based fulfillment statistics are likely to be more relevant and more telling for most users.
When a user enters the front door with a list of items, what is a reasonable percentage for her to leave with? What is a reasonable length of time for that user to obtain 75 percent of the items she wants?
Until recently, libraries provided few tools for the use of patrons. These tools are used to provide particular services. Today, tool provision might have four aspects:
Access tools include both hardware and software used to access content. Computer work stations, telecommunications connectivity, servers and the like allow users to access free and fee content via the Internet. Inter-library loan is the best known example of an access service. Other examples might include delivery of content or containers to the homebound or even bookmobile services. Those libraries that lend laptop computers or playback equipment also provide an access service. Circulating IPods so that users may access digital audio books has been popular in a few libraries.
Not all access services need to be of content owned by the library. Exhibits of various kinds provide access to a wide variety of content, both local and distant. For example, the library might showcase art work created in local schools or by a local photography society
What access services should the contemporary public library provide?
These tools capture intellectual content or additional or later use. Scanners, printers, and copiers are the best known examples. Copiers in particular have become very popular in the last two decades. Printers are also popular and are a necessary component of providing access to remote content. Typically, capture tools are a fee-based service. These services are essential, but often frustrating, especially keeping the machines in good order, handling supplies, and making change. Although self-service in many respects, they do require a considerable amount of service.
What content capture services should the contemporary public library provide? Who should be responsible for these services? How can the burden on staff be reduced?
Creative tools include both hardware and software used to create a product. Examples might include digital cameras and software like Illustrator and Photoshop. The likely place for such tools would be some sort of a laboratory setting where the tools could be used under supervision. This is more likely in an academic library, but could also serve well for public libraries, especially in a setting where these tools are not likely to be found in the community.
What creative tool services should the contemporary public library provide?
General tools may include a wide variety of possibilities. For example, a few public libraries provide a tool library where tools such as drills, saws, and the like may be checked out. For children, a few public libraries have circulating toy libraries. Some public libraries circulate art objects, usually framed prints. Typically, the type of tools provided vary with the interests and the needs of the community. The purchase and the circulation of art produced by local artists has some appeal.
Being imaginative, what might a public library select and circulate beyond the traditional intellectual content?
As mentioned above, services depend upon resources. Limited resources need no eliminate certain services IF partnerships can provide access to more resources or if thoughtful management can find ways to provide a service more efficiently and a lower cost. There are four major resource categories:
People are the crucial ingredient. Many good things are possible with the right staff. The reverse is also true. People resources include everyone from the library director to the student pages. Staff must be well-informed and persuaded that a service makes sense and benefits the community. In particular, those involved in delivering the service must be well-trained and support must be clearly visible. Some libraries have had excellent success with volunteers, including friends of the library. Before considering providing a new service, who will do what, when, and why needs to be thoughtfully explored with participation from those likely to be involved.
A staff inventory would include:
In particular, finding, teaching, and explaining skills and experience make quite a difference.
How would you convince staff that a new service is needed? How would you select the person to be in charge of the new service?
The Internet has had a dramatic impact on the space variable. For example, a virtual book discussion group needs no physical space in the library. Similarly, library or other instruction may take place on the library's website. Still, face-to-face interaction appeals to many in the community and that requires space. Ideally, the library would provide space for:
It is important to provide both quiet and moderately noisy space. Some require a quiet environment while others will wish to converse, use their cell phone or whatever. There are a host of legal problems associated with providing public meeting space so check with legal counsel first.
Space is also needed to house content, equipment, and staff. Depending on the community and the content formats needed, it may be possible, especially in a library system, to reduce space for content provision and allow that space to be used for other services.
To what degree is lack of space a major inhibitor in providing new services? What might you do if inadequate space is a problem?
ToolsHere, we consider tools needed to run the library -- office tools -- as well as tools needed to deliver content or other services. For example, a film series requires projection and audio equipment. Providing downloadable digital audio books requires access to a server. Again, these tools may be divided into hardware and software as well as consumables [ink, paper for example]. Each service will require some tool availability. For example, a service that allows users to create individualized maps will require a computer with certain attributes, mapping software, geographic database software, and a large format printer to say nothing of documentation and human support.
What tools are needed to provide a particular service? How widely available are these tools in the community [for example, if many families have DVD players at home, the library need to provide them]?
Librarians are most familiar with content and the need for collections, local and distant, to change to meet changing community wants and needs. Three keys in service provision is to insure that collections include the proper mix of formats, topics, and degrees of difficulty.
In developing a collection on parenting, for example, what might be the proper mix of formats, topics, and degrees of difficulty? For a collection on retirement planning? How closely linking is content availability and providing other services?
There are many service possibilities and which are appropriate for a particular library will vary with the community served. Still, there a few roles:
Instructing shows the user how to successfully perform a particular task. Topics may range from how to check out a book using the self-charging machine to how to conduct a relatively sophisticated search in an online database. Reference librarians are substantially involved in instruction, but all staff do it from time to time. Library workshops on family history or how to create a resume using MS Word are examples of instructional services.
What instructional services would be appropriate for your public library?
Finding is at the heart of reference and circulation services as well as inter-library loan. Finding services may involve a known or an unknown item. Often, finding also involves instructing.
What finding services would be appropriate for your library? What will patrons want found?
While this overlaps with instructing, the focus is more on providing some context and understanding than developing competency. For example, an introduction to reading to young children for new parents would provide background and understanding, but not go into details on how to read or which books to read when.
What introductory services would be appropriate for your library?
This is at the heart of all library services. We provide the connection between an individual and desired content whether that be a novel for weekend reading, a book on financial aid for college students, and easy access to the Social Security website. In information and referral services, we connect an individual to an organization or an agency that provides a particular service often via an individual contact person.
What connecting services would be appropriate for your library?
While entertaining content may also have instructional or educational value, the primary focus is on entertainment rather than education. A summer film series of popular films would be a good example as would hosting musical events or story tellers.
What entertaining services would be appropriate for your library?
Interacting services typically include substantial opportunities for discussion. Book clubs or town meeting programs are good examples of interacting services.
What interacting services would be appropriate for your library?
The literature, including discussion lists and blogs, frequently focuses on three competitors:
Each provides competition to the public library while creating expectations on the part of many users. Often, libraries, here the public library, is seen as pokey, slow, and much less innovative.
The super bookstore has several attributes:
fact, a few politicians have doubted the need for the public library since "it's all available" at the bookstore. While these bookstores do have better, and newer, stock that most libraries, they lack the older, often out of print content. They also do not provide the support in finding content. There is also the substantial cost of purchasing content instead of borrowing it.
Still, many public libraries have attempted to replicate some of the features of these stores, especially in better display of content [merchandising] and providing food and drink as well as more and more comfortable seating.
Should the library even try to compete? What should the public library do to compete more effectively with the big box bookstore?
Google's reputation is build upon a simple website design and an easy to use keyword search. There are also desktop options to make it easy to search from your desktop with just a click or two via tool bars that easily fit on your desktop or as an easy add-on to your favorite browser. The ability to search many sites with one search is a notable advantage. Below are a few services that might relate to public libraries.
What can we do to make searching on library websites easier?
Google Alerts notifies you via email when an event of interest occurs. This could be a news event, a new web page in the top 20 of a Google search, or a new posting in the top 50 results of a Google Groups search.
Could/should public libraries provide alert services for events or new content?
Google Answers is a fee-based reference service with the fee bargained. Answers are later available to all at no cost.
Could/should public libraries place answers to reference questions on their website?
Google Catalogs allows users to view or search about 7,000 print catalogs.
Could/should public libraries digitize and provide access to catalogs/menus or whatever issued by local merchants?
Personalized homepage allows users to create their own home page. Google also allows users to create a personalized search page based on Google's Search History feature.
Could/should public libraries allow users to create their own individualized home page?
Like Google, Amazon provides easy access to a large stock of relevant items. For many titles, Amazon provides book cover and sample pages as well as professional and amateur reviews. Key words characterizing content and appeal elements are also available. Amazon also provides a matching service so that users interested in this item were also interested in that item. Other Amazon services include:
Each of these services is designed to individualize/customize the Amazon site to meet your needs and preferences while developing communities of people with similar interests. The recommendations services are somewhat similar to readers' advisory work.
Which of these services might be appropriate for the public library? Is Google a good model for the public library?
