Pub Date : 2022-02-02DOI: 10.1080/0361526X.2021.2008583
Orville Mo-He
ABSTRACT In 2019 the total accumulated digital data reached 4.4 trillion gigabytes; Facebook alone produced 4 million gigabytes, which includes 350 million photos and 100 million hours of video watch time, 65 billion messages via WhatsApp, and 95 million photos or videos on Instagram. 1 With the vast volumes of data accessible to users, the necessity for filtering agents, which separate relevant data from noise, becomes clear for both the user and the businesses aiming to target specific audiences. The lack of regulation and misalignment of values between businesses and users, however, has led to poor design and implementation of filtering agents, which have been shown to be able to manipulate, extremize, and restrict users, even in situations and contexts beyond access to information and media. This paper aims to map the current state of interaction and dynamics between stakeholder groups and the consequences that arise from the current state and its perpetuation.
{"title":"world.me","authors":"Orville Mo-He","doi":"10.1080/0361526X.2021.2008583","DOIUrl":"https://doi.org/10.1080/0361526X.2021.2008583","url":null,"abstract":"ABSTRACT In 2019 the total accumulated digital data reached 4.4 trillion gigabytes; Facebook alone produced 4 million gigabytes, which includes 350 million photos and 100 million hours of video watch time, 65 billion messages via WhatsApp, and 95 million photos or videos on Instagram. 1 With the vast volumes of data accessible to users, the necessity for filtering agents, which separate relevant data from noise, becomes clear for both the user and the businesses aiming to target specific audiences. The lack of regulation and misalignment of values between businesses and users, however, has led to poor design and implementation of filtering agents, which have been shown to be able to manipulate, extremize, and restrict users, even in situations and contexts beyond access to information and media. This paper aims to map the current state of interaction and dynamics between stakeholder groups and the consequences that arise from the current state and its perpetuation.","PeriodicalId":39557,"journal":{"name":"Serials Librarian","volume":"83 1","pages":"2 - 8"},"PeriodicalIF":0.0,"publicationDate":"2022-02-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42851159","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-17DOI: 10.1080/0361526X.2021.1986195
Joseph Aubele, Gabriel J. Gardner
ABSTRACT The desire to identify which journals are core to a discipline is important to librarians and departmental faculty alike. Whether for purposes of accreditation, decisions related to retention, tenure, and promotion, or the assessment of a library’s collection, core lists are highly valued resources. Applying a previously tested, mixed-methods approach, the authors created a five-tiered list of criminal justice and criminology journals from which 151 titles were identified as being core to the discipline. In an effort to assess the reliability fo their results, the authors also compared the results of their study to a list created by criminal justice scholars.
{"title":"Criminal Justice and Criminology at the Core: Using a Sustainable Method for Constructing a Core Journal List","authors":"Joseph Aubele, Gabriel J. Gardner","doi":"10.1080/0361526X.2021.1986195","DOIUrl":"https://doi.org/10.1080/0361526X.2021.1986195","url":null,"abstract":"ABSTRACT The desire to identify which journals are core to a discipline is important to librarians and departmental faculty alike. Whether for purposes of accreditation, decisions related to retention, tenure, and promotion, or the assessment of a library’s collection, core lists are highly valued resources. Applying a previously tested, mixed-methods approach, the authors created a five-tiered list of criminal justice and criminology journals from which 151 titles were identified as being core to the discipline. In an effort to assess the reliability fo their results, the authors also compared the results of their study to a list created by criminal justice scholars.","PeriodicalId":39557,"journal":{"name":"Serials Librarian","volume":"81 1","pages":"223 - 238"},"PeriodicalIF":0.0,"publicationDate":"2021-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42560897","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-17DOI: 10.1080/0361526x.2021.1995927
Julia Proctor
ABSTRACT In the fall of 2018, Penn State Libraries took the first step in responding to a library committee recommendation to rightsize the collection at the University Park campus in preparation for renovations taking place over the next four to five years. A collaborative weeding project involving items with Z LoC classification began in an effort to establish criteria and processes that could pave the way for future weeding projects and processes for weeding on an ongoing basis. This article explores Penn State Libraries’ effort to engage in a collaborative weeding project focused on a collection that has great relevance to the profession.
{"title":"Weeding the Zs: A Collaborative Rightsizing Project in A Large Academic Library","authors":"Julia Proctor","doi":"10.1080/0361526x.2021.1995927","DOIUrl":"https://doi.org/10.1080/0361526x.2021.1995927","url":null,"abstract":"ABSTRACT In the fall of 2018, Penn State Libraries took the first step in responding to a library committee recommendation to rightsize the collection at the University Park campus in preparation for renovations taking place over the next four to five years. A collaborative weeding project involving items with Z LoC classification began in an effort to establish criteria and processes that could pave the way for future weeding projects and processes for weeding on an ongoing basis. This article explores Penn State Libraries’ effort to engage in a collaborative weeding project focused on a collection that has great relevance to the profession.","PeriodicalId":39557,"journal":{"name":"Serials Librarian","volume":"81 1","pages":"239 - 245"},"PeriodicalIF":0.0,"publicationDate":"2021-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41337028","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-17DOI: 10.1080/0361526X.2021.2011820
Francisco Segado-Boj, J. Martín-Quevedo, E. Fernández-Gómez
ABSTRACT With series on conventional television and pay TV platforms now a key element of media consumption, they have gained increasing academic attention in the last decade, both as a main object of study and in combination with other social phenomena. However, the boundaries of this line of research, which draws together researchers from different fields, have become increasingly blurred. This paper undertook a bibliometric investigation to understand how this line of research has come about, what its characteristics are, the main streams within it, and the extent to which the rise in publications reflects a mature and consolidated field of research in its own right. This analysis focused on the development of scientific production on television series indexed by database Scopus between 2010 and 2019 (n = 1,679 documents). More specifically, this study analyzed authorship, journals, national output and international collaboration, co-citation of keywords to ascertain the main intellectual trends in the area and the co-occurrence of references to find out if there is a theoretical body of works that serve as a foundation for this research. The results show symptoms of immaturity, such as a lack of continuity in authority, little concurrence between specialized journals and the most cited authors and works, vagueness in both the keyword clusters and the papers that are often cited together. In addition, a large number of the most cited works come from fields outside Communication that consider television series an accessory aspect of their main theme, such as their impact on the influx of tourists as a result due to the consumption of cultural works. On the other hand, this points to a strong, versatile line of research capable of hosting research on new and old media and related to various topics.
{"title":"Research on Television Series: A Bibliometric Analysis","authors":"Francisco Segado-Boj, J. Martín-Quevedo, E. Fernández-Gómez","doi":"10.1080/0361526X.2021.2011820","DOIUrl":"https://doi.org/10.1080/0361526X.2021.2011820","url":null,"abstract":"ABSTRACT With series on conventional television and pay TV platforms now a key element of media consumption, they have gained increasing academic attention in the last decade, both as a main object of study and in combination with other social phenomena. However, the boundaries of this line of research, which draws together researchers from different fields, have become increasingly blurred. This paper undertook a bibliometric investigation to understand how this line of research has come about, what its characteristics are, the main streams within it, and the extent to which the rise in publications reflects a mature and consolidated field of research in its own right. This analysis focused on the development of scientific production on television series indexed by database Scopus between 2010 and 2019 (n = 1,679 documents). More specifically, this study analyzed authorship, journals, national output and international collaboration, co-citation of keywords to ascertain the main intellectual trends in the area and the co-occurrence of references to find out if there is a theoretical body of works that serve as a foundation for this research. The results show symptoms of immaturity, such as a lack of continuity in authority, little concurrence between specialized journals and the most cited authors and works, vagueness in both the keyword clusters and the papers that are often cited together. In addition, a large number of the most cited works come from fields outside Communication that consider television series an accessory aspect of their main theme, such as their impact on the influx of tourists as a result due to the consumption of cultural works. On the other hand, this points to a strong, versatile line of research capable of hosting research on new and old media and related to various topics.","PeriodicalId":39557,"journal":{"name":"Serials Librarian","volume":"81 1","pages":"265 - 281"},"PeriodicalIF":0.0,"publicationDate":"2021-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41787675","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-17DOI: 10.1080/0361526X.2021.2008581
Daniel Brown
ABSTRACT This article examines the experience of a starting electronic resources librarian, who transitioned to the role after working for a vendor and as a faculty member. The author's experience demonstrates the complex, often ambiguous nature of the role, as supported by the professional literature. The article concludes with a call for greater product support and transparency on the part of vendors. Although anecdotal, the author's experience should interest new ERLs as well as library staff and vendors with whom they communicate. It should also interest those who are considering so-called “alternative academic” (non-professorial) careers with their doctoral degrees.
{"title":"“Through a Glass, Darkly”: Lessons Learned Starting over as an Electronic Resources Librarian","authors":"Daniel Brown","doi":"10.1080/0361526X.2021.2008581","DOIUrl":"https://doi.org/10.1080/0361526X.2021.2008581","url":null,"abstract":"ABSTRACT This article examines the experience of a starting electronic resources librarian, who transitioned to the role after working for a vendor and as a faculty member. The author's experience demonstrates the complex, often ambiguous nature of the role, as supported by the professional literature. The article concludes with a call for greater product support and transparency on the part of vendors. Although anecdotal, the author's experience should interest new ERLs as well as library staff and vendors with whom they communicate. It should also interest those who are considering so-called “alternative academic” (non-professorial) careers with their doctoral degrees.","PeriodicalId":39557,"journal":{"name":"Serials Librarian","volume":"81 1","pages":"246 - 252"},"PeriodicalIF":0.0,"publicationDate":"2021-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45838101","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-17DOI: 10.1080/0361526X.2021.2011821
Timothy Tully
ABSTRACT Trade journals and trade news sources are an invaluable source for business students, entrepreneurs, and job seekers, but there have not been any recent analyses to determine whether these sources are adequately represented in the aggregator databases used by Business Librarians. In this study, the researcher compiled a list of 768 quality trade news sources using the First Research industry reports from ABI/INFORM Collection and compared the full text coverage and the currency of coverage of these sources in Business Source Complete, ABI/INFORM Collection, Business Insights: Global, Nexis Uni, and Factiva using UlrichsWeb and institutional journal holdings records. This study identified whether there was full text coverage of these sources in additional aggregator products from EBSCO, ProQuest, Gale, and LexisNexis. Lastly, this study offers a few suggestions for increasing the discoverability of trade sources that are not available in these aggregator packages.
{"title":"Trade Deficit?: An Analysis of Trade News Source Coverage in Business Aggregators","authors":"Timothy Tully","doi":"10.1080/0361526X.2021.2011821","DOIUrl":"https://doi.org/10.1080/0361526X.2021.2011821","url":null,"abstract":"ABSTRACT Trade journals and trade news sources are an invaluable source for business students, entrepreneurs, and job seekers, but there have not been any recent analyses to determine whether these sources are adequately represented in the aggregator databases used by Business Librarians. In this study, the researcher compiled a list of 768 quality trade news sources using the First Research industry reports from ABI/INFORM Collection and compared the full text coverage and the currency of coverage of these sources in Business Source Complete, ABI/INFORM Collection, Business Insights: Global, Nexis Uni, and Factiva using UlrichsWeb and institutional journal holdings records. This study identified whether there was full text coverage of these sources in additional aggregator products from EBSCO, ProQuest, Gale, and LexisNexis. Lastly, this study offers a few suggestions for increasing the discoverability of trade sources that are not available in these aggregator packages.","PeriodicalId":39557,"journal":{"name":"Serials Librarian","volume":"81 1","pages":"282 - 294"},"PeriodicalIF":0.0,"publicationDate":"2021-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44437993","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-17DOI: 10.1080/0361526X.2021.2008582
J. McLean, K. Ladd
ABSTRACT University of Saskatchewan is a publicly funded, medium-sized research intensive medical doctoral university in Canada. Like other academic libraries, we have been coping with the rising costs of Big Deal journal packages in the context of shrinking budgets and variable currency fluctuation between the Canadian and American Dollar. When faced with a need to cancel two Big Deal packages in order to balance our budget, we undertook a data-driven, principles-based approach. We discuss the context at University of Saskatchewan, and the principles and steps we used to successfully determine which packages to cancel, and how to determine titles for re-subscription within a limited budget. We discuss how we compiled and used data that addresses scholarly (citation), pedagogical (downloads), and reputational (survey responses) concerns, and share the formula we developed. We also share some lessons learned and recommendations and ideas for future Big Deal assessment.
萨斯喀彻温大学是加拿大一所公立的中型研究型医学博士大学。像其他学术图书馆一样，在预算缩减和加元与美元汇率波动不定的背景下，我们一直在应对“大交易”期刊包装成本上升的问题。当面临需要取消两个“大交易”计划以平衡预算时，我们采取了数据驱动、基于原则的方法。我们讨论了萨斯喀彻温大学(University of Saskatchewan)的背景，以及我们用来成功确定取消哪些包的原则和步骤，以及如何在有限的预算内确定重新订阅的标题。我们讨论了我们如何汇编和使用数据，以解决学术(引用)、教学(下载)和声誉(调查回应)方面的问题，并分享了我们开发的公式。我们还分享了一些经验教训、建议和想法，以供未来的“大交易”评估。
{"title":"The Buyback Dilemma: How We Developed a Principle-Based, Data-Driven Approach to Unbundling Big Deals","authors":"J. McLean, K. Ladd","doi":"10.1080/0361526X.2021.2008582","DOIUrl":"https://doi.org/10.1080/0361526X.2021.2008582","url":null,"abstract":"ABSTRACT University of Saskatchewan is a publicly funded, medium-sized research intensive medical doctoral university in Canada. Like other academic libraries, we have been coping with the rising costs of Big Deal journal packages in the context of shrinking budgets and variable currency fluctuation between the Canadian and American Dollar. When faced with a need to cancel two Big Deal packages in order to balance our budget, we undertook a data-driven, principles-based approach. We discuss the context at University of Saskatchewan, and the principles and steps we used to successfully determine which packages to cancel, and how to determine titles for re-subscription within a limited budget. We discuss how we compiled and used data that addresses scholarly (citation), pedagogical (downloads), and reputational (survey responses) concerns, and share the formula we developed. We also share some lessons learned and recommendations and ideas for future Big Deal assessment.","PeriodicalId":39557,"journal":{"name":"Serials Librarian","volume":"81 1","pages":"295 - 311"},"PeriodicalIF":0.0,"publicationDate":"2021-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42413595","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-17DOI: 10.1080/0361526X.2021.2009957
Mallikarjun Dora, Manoj Kumar Sa, T. Kumar
ABSTRACT The paper aims to analyze the quality characteristics of Open Access Journals (OAJs) in Library and Information Science (LIS) published in India. The study assesses three OA journals, namely. International Journal of Information Dissemination and Technology (IJIDT), International Journal of Library and Information Studies (IJLIS), and International Research: Journal of Library and Information Science (IRJLIS). The analysis is performed in two parts. The first part is qualitative. The researchers measured parameters like basic information pertaining to the selected journals, publication trends, composition of the editorial board, and quality measures such as peer review and indexing. The second part of the analysis deals with citing journal sources, where the researchers evaluates the quality of citations received by the selected journals. The finding of the study reveals that all three OAJs established themselves as preferred sources to publish LIS research articles. The analysis of citing sources reveals that 73% of the citing journals are OAJs only. The results also show that only 50% of journals are from the core LIS subject, and the majority of the citing journals are from India. The study also revealed that there are many citing OA journals in the domain of LIS, which is not indexed in leading indexing and abstracting databases.
{"title":"Quality Attributes of Open Access Journal: A Case Study of Selected Open Access LIS Journals from India","authors":"Mallikarjun Dora, Manoj Kumar Sa, T. Kumar","doi":"10.1080/0361526X.2021.2009957","DOIUrl":"https://doi.org/10.1080/0361526X.2021.2009957","url":null,"abstract":"ABSTRACT The paper aims to analyze the quality characteristics of Open Access Journals (OAJs) in Library and Information Science (LIS) published in India. The study assesses three OA journals, namely. International Journal of Information Dissemination and Technology (IJIDT), International Journal of Library and Information Studies (IJLIS), and International Research: Journal of Library and Information Science (IRJLIS). The analysis is performed in two parts. The first part is qualitative. The researchers measured parameters like basic information pertaining to the selected journals, publication trends, composition of the editorial board, and quality measures such as peer review and indexing. The second part of the analysis deals with citing journal sources, where the researchers evaluates the quality of citations received by the selected journals. The finding of the study reveals that all three OAJs established themselves as preferred sources to publish LIS research articles. The analysis of citing sources reveals that 73% of the citing journals are OAJs only. The results also show that only 50% of journals are from the core LIS subject, and the majority of the citing journals are from India. The study also revealed that there are many citing OA journals in the domain of LIS, which is not indexed in leading indexing and abstracting databases.","PeriodicalId":39557,"journal":{"name":"Serials Librarian","volume":"81 1","pages":"253 - 264"},"PeriodicalIF":0.0,"publicationDate":"2021-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41992489","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-18DOI: 10.1080/0361526x.2021.2011822
Sharon Dyas-Correia, Courtney McAllister
The article presents the discussion on COVID-19 pandemic and other forces transforming the information landscape, Electronic Resources, and Acquisitions preserving popular music.
文章介绍了关于新冠肺炎大流行和其他改变信息景观的力量、电子资源和保存流行音乐的收购的讨论。
{"title":"Introduction","authors":"Sharon Dyas-Correia, Courtney McAllister","doi":"10.1080/0361526x.2021.2011822","DOIUrl":"https://doi.org/10.1080/0361526x.2021.2011822","url":null,"abstract":"The article presents the discussion on COVID-19 pandemic and other forces transforming the information landscape, Electronic Resources, and Acquisitions preserving popular music.","PeriodicalId":39557,"journal":{"name":"Serials Librarian","volume":"81 1","pages":"119 - 119"},"PeriodicalIF":0.0,"publicationDate":"2021-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45332127","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-08-18DOI: 10.1080/0361526x.2021.1940417
Aleksandra Kinlen, Daniel Golding
ABSTRACT When encouraging the use of a particular library service or product, public librarians can often become entrenched in sending out self-serving promotional messages rather than developing a marketing plan that prioritizes and fulfils the needs of their patrons. A worthwhile marketing plan will educate not only current users but also potential users about the benefits of what the library has to offer their community. By defining the need of a target audience through the use of a needs assessment, articulating goals and objectives based on that information, and gaining a comprehensive understanding of the promoted product, a librarian can more successfully showcase a resource with the user population in mind. Further, through analyzing challenges and opportunities and identifying and describing opportunities and threats associated with the plan, the library can make the decided strategies and tactics more effective. After developing and implementing a meaningful marketing plan, the results should be evaluated against short- and long-term benchmarks and adjusted as needed. This paper showcases the use of such steps in the explanation of a fictional marketing plan highlighting EBSCO’s LearningExpress Recursos Para Hispanohablantes for the Fort Worth Public Library in Fort Worth, Texas.
当鼓励使用特定的图书馆服务或产品时，公共图书馆员往往会倾向于发送自我服务的促销信息，而不是制定一个优先考虑并满足其用户需求的营销计划。一个有价值的市场营销计划不仅可以教育现有用户，还可以教育潜在用户，让他们了解图书馆为社区提供的好处。通过使用需求评估来定义目标受众的需求，明确基于该信息的目标和目的，并获得对促销产品的全面理解，图书管理员可以更成功地展示考虑到用户群体的资源。此外，通过分析挑战和机会，识别和描述与计划相关的机会和威胁，库可以使所决定的战略和战术更加有效。在制定和实施有意义的营销计划后，应根据短期和长期基准对结果进行评估，并根据需要进行调整。本文展示了在解释EBSCO为德克萨斯州沃斯堡公共图书馆设计的LearningExpress Recursos Para Hispanohablantes虚拟营销计划时使用这些步骤的情况。
{"title":"You Can’t See It! – It’s Electr-onic! A Fictional Marketing Plan for a Public Library’s Unseen Resource","authors":"Aleksandra Kinlen, Daniel Golding","doi":"10.1080/0361526x.2021.1940417","DOIUrl":"https://doi.org/10.1080/0361526x.2021.1940417","url":null,"abstract":"ABSTRACT When encouraging the use of a particular library service or product, public librarians can often become entrenched in sending out self-serving promotional messages rather than developing a marketing plan that prioritizes and fulfils the needs of their patrons. A worthwhile marketing plan will educate not only current users but also potential users about the benefits of what the library has to offer their community. By defining the need of a target audience through the use of a needs assessment, articulating goals and objectives based on that information, and gaining a comprehensive understanding of the promoted product, a librarian can more successfully showcase a resource with the user population in mind. Further, through analyzing challenges and opportunities and identifying and describing opportunities and threats associated with the plan, the library can make the decided strategies and tactics more effective. After developing and implementing a meaningful marketing plan, the results should be evaluated against short- and long-term benchmarks and adjusted as needed. This paper showcases the use of such steps in the explanation of a fictional marketing plan highlighting EBSCO’s LearningExpress Recursos Para Hispanohablantes for the Fort Worth Public Library in Fort Worth, Texas.","PeriodicalId":39557,"journal":{"name":"Serials Librarian","volume":"81 1","pages":"213 - 222"},"PeriodicalIF":0.0,"publicationDate":"2021-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47275437","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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