":v)iv, ' 1 iiiir-'-''i'-^t l.ibi'Kty School, Urbana, PUBLICITY By Jeannette M. Drake, library organizer and member of instructional staff (From the Wisconsin Library Bulletin) As the result of visits to libraries in the state, the conclusion has been reached that those libraries that are the least active and seem to have the least influence and standing in a town, are those where the librarian and board members do not appreciate the value of advertising the library. It is also true that the reason many libraries continue with the same annual ap- propriation is that almost no effort is made by those in whose care the library has been placed to have the appropriation increased. For the benefit of librarians and members of library boards who will make use of suggestions, this number of the Bulletin is largely devoted to the sub- ject of Advertising the library. Concrete examples are given of actual ex- periments, so that the same plans or something very similar can be used in many places. No attempt has been made to cover the entire subject in this number, and some lines of the work where there are the greatest opportunities, as with schools, are not considered at all. It is possible for even the smallest libraries to carry out most of the suggestions which are given. General aids. Librarians can get hints and suggestions from books on ad- vertising that are written for business men. The monthly magazine System should be read regularly with the idea of finding something that can be adapted to the library profession. We belong to a profession in which we meet the people of the world as much as in any other, and we cannot afford to neglect taking advantage of all possible suggestions. It will pay the librarian who is interested to read the articles in back num- bers of the library periodicals, bulletins, annual reports and keep up to date with this literature. Among others, the following articles will be found sug- gestive: Drake, J. M. How to get non-fiction read. Wisconsin library bulletin, v. '5, p. 1-5. Jan.-Feb.. 1909. Hayward, C. A. Advertising libraries. Public libraries, v. 14, p. 7-10. Jan. 1909. Wright, P. B. Some methods of library advertising. Library journal, v. 31, C p. 86-88, Ti 1 e\f\o 4 WISCONSIN LIBRARY BULLETIN [February, 1910 Monthly and special bulletins. The Newark, N. J., public library plan of preparing monthly and occasional typewritten bulletins, giving the latest acces- sions on a certain subject and also the author, title and exact references to a few of the best articles in the current numbers of the periodicals is a good one. These are mailed to those whom they know are or may be interested in keep- ing pace with what the library has and also what is being written on the subject. As there are many people who may be interested in seeing the same bulletin, mimeograph copies can be used to advantage. ■ There are many different kinds of duplicating processes, ranging in cost from $2.50 to $25. One which will answer for the small libraries is Todd's Chicago hektograph, which can be bought from A. C. McClurg & Co., Chi- cago, Illinois. The desirable size is letter size, 10 x 12>^, at $3.84, with a dis- count of about 40 per cent. Religious subjects. A list of religious periodicals on file in the library was sent to the pastors of one city and brought personal thanks from many and was partly responsible for the preaching of an evening sermon to young people on the use of the library. A list sent to Sunday school teachers containing helps and aids as well as good bible stories has been found to be ver}^ useful. Municipal subjects. In order that your city council may profit by the ex- perience of others collect data in the library showing how other cities have solved problems of sewerage, paving, civic art, etc. After you have the ma- terial keep the mayor and the aldermen aware of its existence, by frequent lists. Send them a list of books on the subjects they should study and then supplement it with lists as new books are added, also keep them informed of .all current magazine articles on such subjects. They will be interested to know that a great deal of current newspaper material may be found by using the Current events index. Some years ago information found in a book in the Cincinnati public library (which at that time could be obtained no where else) saved the city over $300,000, a sum sufficient to pay the expenses of the library for six years. Educational. A similar list should be sent to teachers, and posted in the school building on the library bulletin board. It is best to have one bulletin for the teachers of the ward schools, and another for those of the high school, as their interests are somewhat difi^erent, although sometimes the same book or article should be listed for both. Similar lists should be prepared and sent to insurance men, doctors, nurses, electricians, members of the G. A. R., etc. When there are several people in one place, make one copy do and have it posted where all will see it, such as one on the bulletin board in each school building, one on electricity in the power house, etc. The following is a sample of a bulletin, according to the form of those is- sued by llic Newark, N. J., ])ublic library, which is made up of recent material February, 1910] WISCONSIN LIBRARY BULLETIN 5 for the teachers of the high school. The annotations of the books are taken from the A. L. A. Book-Hst. EDUCATIONAL. BULLETIN December, 1909 . ^ Free Public Library of Blankville, Wisconsin Recent books of interest for teachers of bigh schools Addams, Jane. The spirit of youth and the city streets. ^ ' u „,.^„r,^ An invaluable book to those who are trying to minimize the dangers which surround young people in large cities by giving them opportunities for recreation. Cubberly, E. P. Changing conceptions of education. Story of the rise and growth of our public school system, discussing the kind of edu- cation needed to meet the demands of a mixed population. Will interest teachers and general readers. Davenport, Eugene. Education for efficiency. Chapters on practical methods of procedure in introducing agricultural courses into high and normal schools. Earhart, L. B. Teaching children to study. Guide book for teachers and parents. Especially adapted to the needs of the elementary schools. Hollistor, H. A. High school administration. Exhaustive consideration of the larger problems of secondary education as they ex- ist in the high school. , . , McMurry, F. M. How to study and teaching how to study. Instructive and interesting factors involved in true or logical study with practical sug- gestions for training children to apply the logical method to textbook study. Olin, H. R. The women of a state university. Facts and figures on the value of women's higher education and an argument for abso- lute co-education in distinction from segregation. ARTICLES IN RECENT MAGAZINES Beveridge, A. J. Fifth wheel in our government. Century, Dec. 1909. Discusses the functions and powers of the Vice-President of the United States. Bradford, Gamaliel, Jr. The novel 2,000 years ago. Fortnightly review. Dec. 1909. Camp, Walter. Football up to date. Century, Nov. 1909. By the foremost authority on college sports. Crampton, C. W. Education by play. Educational review. Dec. 1909. Crothers, S. M. Convention of books. Atlantic, Dec. 1909. Humorous conversation between old and new books. Gould, G. M. Back strain and eye-strain. Survey, 25 Dec. 1909. Hooker, Brian. Popular element in literature. Forum, Nov, 1909. Main, Josiah. Some factors in the making of a high school course in agricullture. Educa- tion, Dec. 1909. Miller, W. T. Vocation-teaching. Atlantic, Nov. 1909. Discusses value of a trained vocational adviser to help young people in selecting a business. Nathan, G. J. Funny side of football. Outing, Nov. 1909. Showerman, Grant. Making of a professor. Atlantic, Nov. 1909. Appearance of building. The attractiveness of the building is of first im- portance when one is attempting to make the library popular. The building should be both useful and comfortable, as well as pleasing to the eye. Li- brarians should make it by far the most attractive public building in town. Have the necessary house-keeping accurately and constantly attended to; have books in good order on the shelves ; always have comfortable chairs, good light and ventilation. This point has been urged again and again, but there are still many librarians who do not realize its importance. Telephone. Encourage people to telephone their wants to the library, i. e., renew books, ask reference questions, ask if certain books which they want are in, etc. The Grand Rapids, Mich., public library has a full page advertisement in the telephone directory. It is worded as follows : "To get an answer, in a few minutes, to a question that arises in connection with youi business is worth more to you than the answer you get tomorrow. The Grand Rapids public library answers many questions over the telephone. Its resources are more than 100,000 books and pamphlets and 600 current periodicals. "So far as it is within its power the library is always glad to be of service in this way," 6 JVISCONSIN LIBRARY BULLETIN [February, 1910 If there is more than one telephone system in town the library should have both. Printed circulars and broadsides. Many kinds of printed circulars have been issued by libraries for advertising purposes. Some idea will be given of two or three that have proven -especially successful. The following is a copy of a broadside issued by the Marinette (Wis.) public library. The size was 6'' by ^Vi.*''. There were about 10,000 of these distributed and the result was that the circulation increased twenty-five per cent the next month. DO YOU TAKE BOOKS FROM THE PUBLIC LIBRARY? IF NOT, WHY NOT? The Library belongs to You, why not make use of Your Investment? Come and see what the hbrary has anywa^^ If you have never been here you don't know what a good place the library is. If you have been here, come again. YOU NEED THE LIBRARY AND THE LIBRARY NEEDS YOU. A circular called "Don't be a quitter" was distributed by the Grand Rapids (Mich.) public library to the senior class in the high school. It is in the form of a story of a boy who after leaving school continued his study by using the public library. As the result of his increased information, he worked his way up from one position to another, at increased salaries. This circular was published in Public Libraries, Feb. 1907, v. 12, p. 65-66, and may be bought in circular form from H. W. Wilson & Co., Minneapolis, Minn., at 25c per hundred. It will pay any library, large or small, to distribute these very freely. The Niles (Mich.) public library sent printed invitations to persons whose names were in the city directory and not enrolled in the library, to come and see what the library contained that might interest them. Special attention was called to the contents of the reading room, the hours of opening, and sug- gestions were asked for concerning new books. Business men, mechanics, railroad men, men of all vocations were asked to let the librarian know what would be helpful to them in their work or recreation. One library issued a printed bulletin announcing some of the books and magazines in the library on useful arts with the heading "Please post in a conspicuous place'' and sent it to industrial establishments. The Superior (Wis.) public library issued, some time ago, a "Circular of information on the use and contents of the library". It gives the hours of opening, states briefly the library's purpose, who may use it, adds general in- formation about the use of books, what the library has, its arrangement, how tc find books, what the numbers on the books mean, emimerates the ten classes of the decimal classification, list of magazines received, magazines in the chil- dren's room, list of ncws])apers, indexes to bound magazines, important ref- erence books, and closes with a brief history of the library. This was pub- lished in good form and has just such information as will interest people. In preparing a circular of this sort care should be taken not to have it too long or detailed. February, 1910] WISCONSIN LIBRARY BULLETIN 7 Another library sent out to a large number of people who were not using the library the following circular and also had it printed in the newspaper. LIBRARY WANTS We want business men to call on us for statistics, etc. We want railroad men to use our railroad books. We want mechanics to tell us what books they need for their study. We want taxpayers to see that we are a paying investment. We want mothers to come and see what we have for children. W^e want teachers, ministers and newspaper men to depend on us and inform us where we are wanting. We want more readers in our reading room daytime and evening. W^e want all residents to feel a pride and an interest in their librar}^ to come to it for their books, or, if they buy their books, just to see what we have and in every way to show a lively interest in it. The Jackson (Mich.) public library issued a calendar with five pointed suggestions about the use of the library. The librarian says "Several thousand were printed and delivered to each household of the city. It served as an attractive and useful reminder that the library was their opportunity under new conditions. It was more than worth while". Posters. A poster giving general information about the library should be up in public places, as hotels, stations, store buildings, street cars, etc. The posters may be various sizes, but should be large enough so that the printing can be read at some distance, perhaps 24"xl5" is a good general size. It should be without much decoration, white in color and make prominent the name of the library, and the words ''free to all". It should also contain the location, hours of weekly and Sunday opening and a general invitation to visit the library. The librarian of the Jackson (Mich.) public library says, ''We are now mak- ing plans for framed posters, showdng a cut of the library building, and giving opening hours and other information, to be hung in stations, halls, factories, postoffice, etc." It has also been suggested that the author, title and brief annotation of books posted in these public places would be worth while. It would seem best to experiment with books of non-fiction that should interest business men, city officials, etc. Perhaps a notice of one book at a time, with frequent changes, would prove satisfactory. Letters to organizations. The following is a sample of a plan tried in Jacksonville, lUinois, which had good results. Trade unions. The first letter is directed to the Chairman of each trade union in town. Mr. , City. Dear Sir : — As I know that you are interested in the Public Library, will you kindly read the en- closed invitation to the members of your union? I should be grateful if you felt like emphasizing the value of the library, and if yo^s would, at the same time, ask some of your members or friends to speak in its favor. Will you mention the library hours, especialh^, evenings and Sunday afternoons? 8 JVISCONSIN LIBRARY BULLETIN [Lcbniary, 1910 Any suggestions from you as to ways in which we might make the Hbrary more in- teresting or useful to you in your work or in your home will be acted upon, if possible. I would be very glad to talk with you personally about this matter. Very sincerely yours, Librarian. [Letter enclosed] Boiler Makers' Union, Jacksonville, Illinois. Gentlemen : — As the time of the year is approaching when we are forced to seek pleasure indoors, I wish to extend to you and to your families a most cordial invitation to make every possible use of your public library. The library is supported by taxation and every citizen of Jacksonville should feel perfectly at home there and secure for himself the utmost pleasure and benefit from its resources. We have on file in the reading-room, Jacksonville, Springfield, St. Louis and Chica^ papers, and about 80 current magazines. These are for general use in the room. Books may be borrowed without charge from the library upon apphcation at the loan desk. The loan desk is in plain sight, opposite the main entrance, where you will find someone who will be glad to an=wer any questions and to show you about the li- brary. The library is open from 9 a. m. to 9 p. m. during the week and the reading room from 2 to 6 on Sundays. Ver}^ sincerely yours, Librarian, A similar letter could be sent to any kind of organization. Methods of distributing circulars. The city officials of one town put a library circular in the envelopes with the water rent, tax notices and other official letters. The library is a city institution, and it is perfectly legitimate for the city officers to help develop the usefulness of it. This saved post- age and other mailing expenses, identified the library with other departments of the city government, and gave the circular the prestige of being sent out with official notices. The librarian of the Marinette (Wis.) public library influenced the pro- prietor of the leading department store to have one of the broadsides, which the library had issued, placed in each package that was sent from the store until about 8,000 had been distributed. Circulars have been placed in the pay envelopes of people working in mills, mines, etc. This could be used effectively in all establishments where pay envelopes are used. Librarians might offer to insert the circulars in the en- velopes in advance. The librarian of the Grand Rapids fIVTich.) public library gives the fol- low^ing account of reaching people who were not using the library: "Wc checked up the directory of one of the telephone companies to see into how many homes listed in the directory the library goes and also into how many it does not go. Tt was found according to our street index, that there were nearly 2.000 residents in ^^ hich no card holder resided. A circu- lai letter was addessed to llie name gi\'cn in the directory at each particular house and enclosed in it a copy of a leaflet entitled 'W'h.at the Grand Rapids public librar\' can do for you'. The registration dejiartment reported that a good many |)eoi)1e res])on(led to the letter." This librar)' also (listri])ute(l about 0,000 circulars at the W'est Michigan state February, 1910] WISCONSIN LIBRARY BULLETIN 9 fair. These circulars told of the advantages and the duties of the library. The results were satisfactory. This method might be used in any town dur- ing street fairs, election days, or other times when a large number of people will be on the streets. Personal interviews. It is very evident that many librarians spend most of their time in their office and leave the contact with the patrons almost en- tirely to the assistants. The fact that patrons get their idea of the library from the people who wait upon them cannot be emphasized too strongly in order that more care be taken in this matter. "Skillful lawyers travel 100 tniles to say what could be written in 2 pages, knowing how much safer it is in important matters. The written sheet is understood by the mental attitude of the reader and in the personal interview the attitude of the speaker con- trols." My strong feeling is that every plea for library advertising, as well as many other relationships between the librarian and the public, should be saturated with this idea of having as many personal interviews as possible. Your own interest and enthusiasm should soon give your library a reputation for hospitality, which is one of the greatest factors in attracting and keeping patrons. To insure the best results the librarian must keep well informed on current reading material that is being added to the library. One cannot have as much influence as he should with patrons unless he has read the books himself and can talk of them intelligently. Efficient service is the best way to advertise the library. Library day. It is well to have one day a year for a public reception at the library. If you decide to do this make every effort to have it a success. It is doubtful whether is is wise to attempt to send invitations to individuals iis it is impossble to send to every one in town. Have a general invitation in the paper, send invitations to the common council, to city officers, to each study club and all other organizations and have it announced in the churches. If you are to have an exhibition or address mention it in the invitations. Ask }Our board members and the members of the staff" to extend verbal invita- tions to every one. An effort must be made to arouse an interest as it is usually very difficult to get people to attend general functions where every- one is invited. Try to have the board members at the library from the first hour of the reception to the last and have them share the responsibilities. This is also a good opportunity to get the mayor and the city council members in close touch with the library. Besides getting acquainted with the people, try to explain some of the policies and such of the technical work as will show that the library is conducted in a systematic order. Try to have a special display of books or pictures or something unusual that will arouse interest. The Wis- consin library commission has a small collection of idustrated books on travel, biography, history, useful arts, etc., that may be borrowed for such a display. They may be kept for a limited time by the library and loaned to 10 JVISCOXSIX LIBRARY BULLETIN [February, 1910 the patrons. The commission also has a collection of German and French prints and some Copley prints which are copies of Abbey's Holy grail series in the Boston public library, which it will loan to any library in the state. If a genuinely good programme can be planned for the evening it will add to the effectiveness of the reception day. One library has held informal receptions for every industry in the city; that is, one for the street car men, typographic union, etc. They were met by a committee composed of the library board and the librarian and shown about the library. The visitors' attention was called to books of especial in- terest to them in relation to their work as well as to the fiction, popular non- fiction and the magazines. The result was increased patronage. Application blanks might be signed at the library at the time of such a reception. Books could be loaned, too, if any want them at this time. Book day. A Book day is similar to the Library day only not so preten- tious. Several might be held during the year as a display can be had when "new books are ready for circulation. A display of material good for Christ- mas celebrations early in December, children's books or adult books appropri- ate for gifts, attractive editions, are some of the displays that have been used for Book day. The same books and pictures which the Commission has and were spoken of under Library day may be borrowed for this, also. Special displays. Any collection of material which w^ill give any historical or educational information or awaken pleasure is worth displaying in the li- brary. Try to have these displays often enough so the patrons will feel that if they do not come frequently to the library that they may miss something. They also add much to the attractiveness of the library. I will mention a few displays that have been tried and found to give desirable results, hoping that they will be suggestive of others. Ahvays keep in mind that the main object IS to get the books on the particular subject into circulation. Always have number of the books near the exhibit. English books. An interesting display may be made by bringing the books from the stacks on any particular subject and placing them on the display shelves. This has been tried with the books concerning England, when biographies of Englishmen, histories, books of travel, art, architecture, etc. were placed on the display shelves. At the same time pictures illustrating Englisli life, portraits of prominent Englishmen, facsimile of the ^lagna Charta were exhibited. Irish exhibit. During the week containing St. Patrick's day an exhibit was held of Irish work in linen, lace, wood, metal, embroidery on silk, Irish manuscripts of considerable age, books and maps. Madonnas. An exhibit of prints of the famous pictures of INIadonnas will he vahiable and interesting at Christmas time. Shakespeare. F.xhibit of portraits of Shakespeare, famous actors, scenes from plavs, old ])laybills, etc., will certainly attract students. Furniture. 1)Ooks on furniture, new and old, are especially interesting in a town whei-c there arc furniture factories and will attract householders. February, 1910] WISCONSIN LIBRARY BULLETIN 11 Costumes. Illustrations showing old time costumes, arranged chronologi- cally will certainly prove interesting to half of the community. Home economics. Displays of the best books on cooking, sewing, house- keeping, sanitation, etc., will always attract someone who does not know that the library has books on such subjects. Autographs. In almost every town a valuable collection of autographs can be made. Posters. The librarian of Green Bay (Wis.) public library says, ''One of our most successful exhibits was the one of posters, showing the commer- cial and artistic methods combined in advertising. Publishing houses, cloth- ing companies, paper companies, responded to the requests for something for such a display, with beautiful samples". Any firm or company vv^hich adver- tises, and all do, will probably be glad to contribute for such a purpose. Japanese prints. By watching the advertisements in the International Studio one librarian was able to borrow a beautiful exhibit of Japanese prints from a firm advertising them for sale. The cost to the library was only the express. Arts and crafts. Since there is so much general interest in arts and crafts an exhibit of articles made by people in the town will prove useful for an ex- change of ideas, etc. Several libraries have borrowed articles from other people or firms who deal in arts and crafts articles as a business. Pictures.- There are certain firms who deal in pictures who will loan a large number of prints for exhibition. The Turner picture company is one which does this. Trade catalogs. Libraries in most communities could follow New^ark (N. J.) public library's plan in collecting the trade catalogs of various mechan- ical manufacturing firms. This is a novel method of disseminating knowledge of a character not generally obtainable without considerable trouble and for which there is a growing demand. The chief values in these are the illus- tiations, price lists and addresses of firms. The Newark library loans these for home use. "At the time of the disaster to the steamer RepubHc off Nantucket there was considerable demand for the catalogs on marine hard- ware and engines." Public speakers. Public speakers can influence many people to use the li- brary by referring to certain books as being there found. You can easily interest ministers, school men, politicians and all lecturers on any subject whatever to do this and it will repay any effort made. Public lectures in the library. One of the influential methods of show- ing the citizens of a town that the library is a wide awake institution is by having thoroughly good lectures. The lectures will usually need to be popular as well as instructive. We always hope that the lectures will cause increased reading on the subject. To encourage this, after each lecture, have the books near at hand and loan any that people wish to take. Wlien the lectures are given be sure that they are advertised thoroughly. 12 WISCONSIN LIBRARY BULLETIN [February, 1910- Have notices in the newspapers, announcements made in the schools and churches, chibs and other organizations. The Madison (Wis.) pubHc Ubrary has issued very effective posters about 24'^ by 15'', announcing the place, date, speaker, subject and in large letters "All are invited". Some of the subjects that have been used for popular lectures are How to run a furnace, Fireless cooker, Japan, Indians, Gardening, Tuberculosis. Newspapers. In almost any town the newspapers are glad to publish any library news free of charge. As a rule, it is interesting reading which they are glad to add to their paper. Newspapers are undoubtedly the most valuable advertising aid the library can have. The librarian should make the acquaintance of the editor and en- list his support and interest in the library. It is also worth while to make friends with the reporter. Even then, it is much safer to prepare carefully anything you w^ant published rather than leave it to be written by the editor or reporter. It is well to make use of every newspaper in town no matter in wdiat language it is printed. When there is more than one paper it is wise to publish practically the same things in all papers, but take time to word the articles differently for the sake of the newspaper and also the readers. If you give certain news for the morning paper first at one time, be sure to give the evening paper a chance to print the next new^s first. In preparing material for the newspaper try to conform to the custom of the paper in writing head lines, capitalization and journalistic style. When it is apparent that some attention has been paid to these details your contribu- tions w^ill be looked on with greater favor. It has been proven that to make advertising in the newspaper one of the important pieces of work for a month or a year is time well spent. It is ad- visable to systematically plan to take time to do this on a large scale for a cer- tain period. One library published in the daily paper a list of books on some industry, a different subject every day for thirty days, ard the result was that the de- mand for books was nearly doubled in four months. Book revkzvs. Short interesting reviews of one book of non-fiction or re- views comparing two or three books on a su1)ject have been found to cause more desirable reading than long lists of autrors and titles. Try to get edi- tors, board members and other well qualified people to read books of non- fiction and then review them. In a small town in Wisconsin a member of the library board wrote and published a review of Steiner's "On the trail of the immigrant" with the result that it was in constant circulation for months. In another town the signature of the reviewer added weight and interest to the book reviews. The same experinvMit v, as tried with other books with like results. The A. L. A. Book-list v, ill liel;) in giving suggestions for such reviews. The vSpringfield (Mass.) Monthly bulletin, which can be had for 25c a year, always contains a nrml)er of re\i?ws which are suggestive and helpful. Febmary, 1910] WISCONSIN LIBRARY BULLETIN 13 Brief lists. When there is particular interest aroused in any subject, a brief annotated Hst of material in the Hbrary on the subject, will sometimes cause books to be borrowed. It seems best to try to have these on current subjects or subjects which you know there is some demand for, as city govern- ment by commission, Nicaragua, etc. Nezvs of the state. Occasionally give news concerning the other libraries of the state. In giving this be careful not to compare your library with an- other to its detriment. Give full accounts of the state and national library meetings. General articles. Give news concerning the local library, for example such proceedings of the library board, as may be made public ; account of gifts with the name of the donors ; expensive or unusual books that have been pur- chased ; sometimes give an article about some well-known person, mentioning what material the library has concerning him. This is, especially, effective after some particular attention has been called to him in the newspapers. For example, the day after the announcement of the death of George Meredith, I should have had a Hst published, a list giving such works of his as were in the library and material about him. Several times a year prepare an article on the purpose of the library, stating that it is its business to furnish information on any subject, the necessity of knowing the needs of the individuals, and emphasizing the wiUingness of the librarian to talk with all about the books he would like. Articles are use- ful on the need of appropriations and books, on any special effort the library is making to disseminate knowledge, for example preparing special collections on the history of the state. The following is quoted from the Newark (N. J.) Annual report: "The circiilation in the branches increased 187 per cent, over the year before and one of the reasons is the persistent and now long continued advertising for which we are chiefly indebted to the courtesy of the local newspaper."