Research of public libraries audience

This paper is a proposal for a methodologically based monitoring of the changes in habits and needs of library audiences, i.e. changes in access to library services, in the circumstances of the changed communication models caused by the wide use of information and communication technology. It presents audience research in the context of strategic planning in libraries, and points out terminological categories that could serve as a starting point for further research. Using the case study method of Novi Sad City Library, the paper categorizes the audience in two groups which proved to be right for quantitative and qualitative monitoring: according to the preference of the audience for certain content - permanent, occasional, potential and inaccessible audience types are defined, and according to the methods of addressing - users of funds and services, audiences in the narrow sense and online users are defined. Young people turned out to be a strategically relevant target group. The research has shown that the youth are the widest digital media consumers and that their primary goal is infotainment - a combination of a low percentage of information in highly entertaining packages. Members of young population do not recognize the library as a place of interest, so it is necessary to develop adequate channels of communication with them, in a way typical for this group. The paper shows how the model of the Novi Sad Library can be applied as a strategically based audience research in other public libraries, and gives an example of a user experience testing model (UX) and its final result - designed library services. Previous researches by Leo Appleton and Gina De Alwis were used in the paper. At the core of the designed service is participation, as a model of creating instead of consuming the prepared content.