Marketing Library Services

 

Publication analysis


About the publication

Title: Marketing Library Services

ISSN: 0896-39081

Website: http://www.infotoday.com/mls/default.shtml

Purpose, objective, or mission: From the site: “MLS will provide information professionals in all types of libraries with specific ideas for marketing their services. You’ll find numerous suggestions for planning programs, making money, increasing business, and proving your value to your administrator.”2

Target audience: Information professionals interested in learning how to better market their library.3

Publisher: Information Today, Inc.4

Peer reviewed? No.5

Type: LIS trade.6

Medium: Print and online.7

Content: Articles on promotions, programs, policies, and culture related to the marketing of libraries and promoting librarians in their respective communities.8

Frequency of publication: Six times a year (January/February, March/April, May/June, July/August, September/October, November/December).9

About the publication’s submission guidelines

Location of submission guidelines: The editor of Marketing Library Services, Kathy Dempsey, does not accept blind submissions; instead, it is preferable to email her first (see Editor below) with an article idea, so that she can see if it fits in with upcoming issues, or whether or not something similar has already been published. In a personal correspondence she asserts that if the topic is something useful to Marketing Library Services readership, she will send the author a desired length and deadline. Writers will be sent guidelines, and all graphics (photos, charts, etc.) must be in color and high resolution.10

The site itself says very little about submissions. Editorial communications should be directed to the editor, Kathy Dempsey, at Information Today, Inc., 143 Old Marlton Pike, Medford, NJ, 08055-8750, or kdempsey@infotoday.com.11

Types of contributions accepted: From a correspondence with the editor: “Marketing Library Services covers a wide range of marketing-related topics, including these: advocacy, outreach, programming, fundraising, event planning, dealing with the media, getting votes for library issues, proving your value, making good promotional materials, community promotion, online promotion, winning related awards, studying demographics for target marketing, innovations, surveys and focus groups, strategic communication, etc. And, of course, true marketing (plans for full campaigns).” Also, “in addition to the case studies, Marketing Library Services carries news, reviews of books and videos, conference coverage, ideas for programs and events, and a fun look at libs in pop culture.” 12

Submission and review process: Authors first should send correspondence to Kathy Dempsey stating their idea. Because Marketing Library Services is published often, timely articles are strongly recommended. Also, authors must have been directly involved in the projects they are writing about, and should write in the first person. Ms. Dempsey states that authors’ specific titles do not matter.13

Editorial tone: Marketing Library Services should not be written in third-person or academic tones. The newsletter’s tone is conversational, professional, and should inspire readers. According to the editor, “Articles should be written as if you’€™re sitting down with a colleague and explaining your project over lunch.”14

The editor will correspond with the author about this after the author’s idea has been accepted.15

Style guide used: No style guide specified.

Conclusion: Evaluation of publication’s potential for LIS authors

Marketing Library Services is a very good resource for LIS authors interested in writing on community outreach and marketing of library services. Many topics can fall under this umbrella, so it is important for potential authors to be creative and open in how they frame their content.

 

Audience analysis


About the publication’s readers

Publication circulation: Marketing Library Services has 1,000 subscribers. Most of these are in the United States, but some are in Europe and a few are from other countries.16

Audience location and language or cultural considerations: Because the content of the newsletter is in English17 and about a broad topic (marketing), the geographic location of the newsletter’s readership is assumed to reside across the United States. There may be some librarians and information professionals outside the United States (such as the UK), but because marketing can be culturally specific, I suspect these readers are few. English is used entirely throughout Marketing Library Services18and, for the most part, readers are American and from Europe. Because of this spread, colloquialisms should be avoided (as in most professional writing).

Reader characteristics: According to Kathy Dempsey, the editor, most of the readership is comprised of librarians who market for their organization, while others are managers and directors. She also states that some are professors specializing in marketing. Because Marketing Library Services readership is comprised of professionals directly involved in marketing, it may be safely assumed that jargon specific to marketing is fine. As well, because this is a trade journal, readers will be interested in practical information. Kathy Dempsey states from a personal correspondence that, “MLS is written for a wide horizontal market that covers all types of libraries: public, academic, special (medical, gov’€™t, etc.), corporate, and to a lesser extent, K-12 school. It welcomes article queries from all of these librarians. What they all have in common is the need to promote their services. Many case studies about how one lib accomplished a goal can be used as models to doing similar things in other types of libraries. Articles on projects that have this ability to be widely replicated are especially valuable.”19

Readers of Marketing Library Services work in many types of libraries, so it may be safely assumed that they all value libraries’ continuing prosperity. That said, this does not mean that their values are identical. However, the newsletter’s tone is conversational, not argumentative. Articles written arguing strongly for one thing or another probably will not fit in Marketing Library Services.20

Knowledge of LIS subject matter: Readers of this newsletter have a high degree of LIS subject matter. Marketing Library Services caters to the LIS profession, so references to library specific trends, ideas, and concepts will be well received and will not require a high degree of explanation. However, because the readership is broadly based across the LIS professional spectrum some terms and knowledge specific to one group may not be appropriate for all readers.21

Conclusion: Analysis of reader characteristics and their potential impact on authors

Marketing Library Services is a newsletter informing LIS professionals the best practices and valuable ideas regarding LIS marketing. Professionals reading this newsletter are looking for good ideas and solidly practical plans and instances of good marketing. Marketing Library Services is not a dry tome of theoretical research written in an hermetic tone. Nonetheless, most of the readers are deeply engaged with marketing their organization, and are working professionals whose time and attention is valuable. Writers should consider their readers as interested colleagues who are deeply interested in successful programs and campaigns, and how they may learn from the writer’s experience and implement similar strategies in their own organizations.

Last updated: May 14, 2016


References

Show 21 footnotes

  1.  MLS: Marketing Library Services, Ulrichsweb Global Serials Directory, accessed March 18, 2018, http://ulrichsweb.serialssolutions.com.libaccess.sjlibrary.org/title/1521418800307/153039
  2. Information Today, Inc. (2016). Marketing Library Services. Retrieved from http://www.infotoday.com/mls/default.shtml
  3. Information Today, Inc. (2016). Marketing Library Services. Retrieved from http://www.infotoday.com/mls/default.shtml
  4. SerialsSolutions. (2016). MLS: Marketing Library Services: the “how-to” marketing tool designed for librarians. Ulrichsweb Global Serials Directory. Retrieved from http://ulrichsweb.serialssolutions.com.libaccess.sjlibrary.org/title/1407430553926/153039
  5. SerialsSolutions. (2016). MLS: Marketing Library Services: the “how-to” marketing tool designed for librarians. Ulrichsweb Global Serials Directory. Retrieved from http://ulrichsweb.serialssolutions.com.libaccess.sjlibrary.org/title/1407430553926/153039
  6. SerialsSolutions. (2016). MLS: Marketing Library Services: the “how-to” marketing tool designed for librarians. Ulrichsweb Global Serials Directory. Retrieved from http://ulrichsweb.serialssolutions.com.libaccess.sjlibrary.org/title/1407430553926/153039
  7. Information Today, Inc. (2016). Marketing Library Services. Retrieved from http://www.infotoday.com/mls/default.shtml
  8. Information Today, Inc. (2016). Marketing Library Services. Retrieved from http://www.infotoday.com/mls/default.shtml
  9. Information Today, Inc. (2016). Marketing Library Services. Retrieved from http://www.infotoday.com/mls/default.shtml
  10. K. Dempsey, personal communication, 22 September, 2008
  11. Information Today, Inc. (2016). Subscription & Editorial Info. Retrieved from http://www.infotoday.com/mls/mls-subs.shtml
  12. K. Dempsey, personal communication, 22 September, 2008
  13. K. Dempsey, personal communication, 22 September, 2008
  14. K. Dempsey, personal communication, 22 September, 2008
  15. K. Dempsey, personal communication, 22 September, 2008
  16. K. Dempsey, personal communication, 22 September, 2008
  17. SerialsSolutions. (2016). MLS: Marketing Library Services: the “how-to” marketing tool designed for librarians. Ulrichsweb Global Serials Directory. Retrieved from http://ulrichsweb.serialssolutions.com.libaccess.sjlibrary.org/title/1407430553926/153039
  18. SerialsSolutions. (2016). MLS: Marketing Library Services: the “how-to” marketing tool designed for librarians. Ulrichsweb Global Serials Directory. Retrieved from http://ulrichsweb.serialssolutions.com.libaccess.sjlibrary.org/title/1407430553926/153039
  19. K. Dempsey, personal communication, 22 September, 2008
  20. K. Dempsey, personal communication, 22 September, 2008
  21. K. Dempsey, personal communication, 22 September, 2008
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