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“Selling to your steadiest customers: The library market”—the Lapt report
Library Acquisitions: Practiceand Theory, Vol. 6, pp. 55-57, 1982 Printed in the USA. All rights reserved.
0364-6408/82/010055-03503.00/0 Copyright © 1982 Pergamon Press Ltd
"SELLING TO YOUR STEADIEST CUSTOMERS: THE LIBRARY M A R K E T ' - - T H E L A P T REPORT
J A N A K. STEVENS Head of Acquisitions Bobst Library New York University 70 Washington Square South New York, NY 10012
On November 30th, over 100 representatives of the publishing and library communities gathered in New York City to participate in a one-day seminar entitled "Selling to Your Steadiest Customers: The Library Market." The content of the seminar, as advertised by its sponsors--the Bowker Magazines: SLJ, L J, P W - - s o u n d e d promising. It was to cover current dimensions of the library market for books and discuss such topics as how librarians make book selection decisions, the kinds of books libraries want and need the most, the importance of paperbacks in library collections, the problems libraries have in acquiring books, current and future outlook for library book budgets, and how publishers can reach this market most effectively. The seminar began with a keynote address by Regina Minudri, the Director of the Berkeley Public Library, California. Her presentation covered points which were, in many respects, representative of interests and concerns of all types of libraries. She stated that the library market is still sizeable and durable. This market, however has witnessed new developments. Economic factors have forced libraries to reexamine their priorities in respect to selection processes, i.e., the kinds of books needed as well as the ways to acquire them. The selection process today is, more than ever before, based on public interest and demand, but also on quality of information, durability, format and, of course, price. In general, public libraries today purchase fewer copies of a book; they rely more heavily on Interlibrary Loan, and they are more selective. In order to stretch library book budgets, selection of materials is no longer the responsibility of an elite group of staff. Rather, selection has become a collective effort which includes many levels of the library's staff. Acquisitions, on the other hand, is being centralized. Changes in these two processes are geared to achieve efficiency in order to save on personnel costs and thus buy more books. Publishers should adjust their marketing techniques to reach the appropriate staff who participate in the selection process. 55
56
JANA K. STEVENS
What is desirable, Minudri stated, is that the book selector get the message. This message needs to include current bibliographic data as well as an indication of the inherent value of a publication. Publishers should take care of how and where their publications are advertised. She stated adamantly that "publishers flood libraries with too many pieces of paper stuff to look at." The traditional catalogs should not only include accurate bibliographic information but also should be annotated as to whether or not a book is a reissue, a reprint, or an original. Promotional materials are extensively used by public libraries, and therefore publishers should cooperate with librarians by providing display materials. Minudri suggested that libraries should receive and enjoy the same treatment as bookstores in areas of promotions and discounts. Minudri's presentation covered issues and concerns which were drawn from her public library experience. As a result, she did not and, quite understandably, could not address interests or concerns of academic, college or research libraries. Similarly, the panel representing the publishing industry directed their presentation toward the public and school library market. This panel included Suzanne M. Glazer of Random House, Alfred A. Knopf, and Pantheon Books; Suzanne Coil of Avon Books; and Bridget Marmion of Farrar, Straus, & Giroux. All of them presented strategies and techniques used by their respective houses to capture the library market. These techniques included direct marketing in the form of seasonal catalogs, newsletters, brochures, back lists, promotional materials such as posters and bookmarks, various "review plans," as well as personal contacts at conventions and in individual libraries. The array of promotional tools and techniques used by these houses to promote sales to libraries is impressive and, obviously, profitable. They suggested that paperbacks are being bought more and more by libraries and that many publishing houses are now extensively involved in publishing originals in paperbacks. Although all of them mentioned the importance and usefulness of correct bibliographic information, none mentioned what she does to assure that libraries do receive up-to-date, in-print, out-of-print, or out-of-stock information. Individual presentations by a four-member panel of librarians immediately followed the publishing panel. Joan Grant, Director of Collection Management at New York University Libraries, presented a very concise overview of issues relevant to the selection and acquisitions processes. She based her discussion on her experience at several medium-sized and large academic libraries. Responsibility for selection is determined by the history rather than the size of the institution, she said. Whereas some academic libraries use specialists who are responsible for selection in a specific subject discipline, others rely either on faculty or on a combination of librarians and faculty for this purpose. Because selection practices differ from institution to institution, Grant urged publishers to send publishers' catalogs to Acquisitions departments. These departments will make sure that appropriate selectors receive the information. Academic libraries usually prefer hardbound book formats and do not collect textbooks; paperbacks are generally selected and bought for leisure reading collections, which tend to be small. Academic libraries are interested in promoting the use of acid-free paper by publishers to prevent deterioration of books. Because academic libraries buy esoteric materials, books in series, and variant editions of books, acquisitions staffs go through a painstaking process of verifying bibliographic information through sources such as CIP, BIP, etc. Grant pointed out that accurate information is essential in these sources. Publishers' catalogs are useful, and publishers should realize that in academic libraries they are often being used as the last resort in the verification process. The three participating librarians who followed Grant--Agnes Griffen, of Montgomery County Public Library System; Donna Rodda, of Solon City Schools, Ohio; and Trevelyn
"Selling to Your Steadiest Customers: The Library Market"
57
Jones, of Garden City Public Library, N.Y.--unfortunately spent a great deal of time, in their rather lengthy presentations, on issues which were sufficiently covered in the morning's keynote address. With the exception of Agnes Griffen, who called for publishing "socially relevant" books in paperback so that "public libraries would buy them in a bigger volume," and for expensive books such as art books to be published in a format which libraries can afford, no one made any practical suggestions which would make publishers' access to their respective library markets easier. This was a disappointment. The timing of the seminar was another disappointment. The sponsors did not allow time for an afternoon question-and-answer period. As a result, by the end of the seminar, publishers and librarians in the audience were probably left with as many unanswered questions as they had at the beginning. Although Bowker magazines should be praised for their initiative in sponsoring this seminar, their advertisement for it was misleading. The topic addressed by the majority of panelists was marketing of mass market books to libraries. Yet, the audience included a sizeable number of representatives from publishing houses who do not publish mass market books. To avoid future misunderstandings, it would be advisable that sponsors of such seminars not only narrow the topic sufficiently to allow plenty of time for questions and answers, but also realize that the needs and wants of one group within the library and publishing communities do not, necessarily, reflect those of another group. Once sponsors of such gatherings address these problems, future seminars of this nature could indeed be very productive.
0364-6408/82/010055-03503.00/0 Copyright © 1982 Pergamon Press Ltd
"SELLING TO YOUR STEADIEST CUSTOMERS: THE LIBRARY M A R K E T ' - - T H E L A P T REPORT
J A N A K. STEVENS Head of Acquisitions Bobst Library New York University 70 Washington Square South New York, NY 10012
On November 30th, over 100 representatives of the publishing and library communities gathered in New York City to participate in a one-day seminar entitled "Selling to Your Steadiest Customers: The Library Market." The content of the seminar, as advertised by its sponsors--the Bowker Magazines: SLJ, L J, P W - - s o u n d e d promising. It was to cover current dimensions of the library market for books and discuss such topics as how librarians make book selection decisions, the kinds of books libraries want and need the most, the importance of paperbacks in library collections, the problems libraries have in acquiring books, current and future outlook for library book budgets, and how publishers can reach this market most effectively. The seminar began with a keynote address by Regina Minudri, the Director of the Berkeley Public Library, California. Her presentation covered points which were, in many respects, representative of interests and concerns of all types of libraries. She stated that the library market is still sizeable and durable. This market, however has witnessed new developments. Economic factors have forced libraries to reexamine their priorities in respect to selection processes, i.e., the kinds of books needed as well as the ways to acquire them. The selection process today is, more than ever before, based on public interest and demand, but also on quality of information, durability, format and, of course, price. In general, public libraries today purchase fewer copies of a book; they rely more heavily on Interlibrary Loan, and they are more selective. In order to stretch library book budgets, selection of materials is no longer the responsibility of an elite group of staff. Rather, selection has become a collective effort which includes many levels of the library's staff. Acquisitions, on the other hand, is being centralized. Changes in these two processes are geared to achieve efficiency in order to save on personnel costs and thus buy more books. Publishers should adjust their marketing techniques to reach the appropriate staff who participate in the selection process. 55
56
JANA K. STEVENS
What is desirable, Minudri stated, is that the book selector get the message. This message needs to include current bibliographic data as well as an indication of the inherent value of a publication. Publishers should take care of how and where their publications are advertised. She stated adamantly that "publishers flood libraries with too many pieces of paper stuff to look at." The traditional catalogs should not only include accurate bibliographic information but also should be annotated as to whether or not a book is a reissue, a reprint, or an original. Promotional materials are extensively used by public libraries, and therefore publishers should cooperate with librarians by providing display materials. Minudri suggested that libraries should receive and enjoy the same treatment as bookstores in areas of promotions and discounts. Minudri's presentation covered issues and concerns which were drawn from her public library experience. As a result, she did not and, quite understandably, could not address interests or concerns of academic, college or research libraries. Similarly, the panel representing the publishing industry directed their presentation toward the public and school library market. This panel included Suzanne M. Glazer of Random House, Alfred A. Knopf, and Pantheon Books; Suzanne Coil of Avon Books; and Bridget Marmion of Farrar, Straus, & Giroux. All of them presented strategies and techniques used by their respective houses to capture the library market. These techniques included direct marketing in the form of seasonal catalogs, newsletters, brochures, back lists, promotional materials such as posters and bookmarks, various "review plans," as well as personal contacts at conventions and in individual libraries. The array of promotional tools and techniques used by these houses to promote sales to libraries is impressive and, obviously, profitable. They suggested that paperbacks are being bought more and more by libraries and that many publishing houses are now extensively involved in publishing originals in paperbacks. Although all of them mentioned the importance and usefulness of correct bibliographic information, none mentioned what she does to assure that libraries do receive up-to-date, in-print, out-of-print, or out-of-stock information. Individual presentations by a four-member panel of librarians immediately followed the publishing panel. Joan Grant, Director of Collection Management at New York University Libraries, presented a very concise overview of issues relevant to the selection and acquisitions processes. She based her discussion on her experience at several medium-sized and large academic libraries. Responsibility for selection is determined by the history rather than the size of the institution, she said. Whereas some academic libraries use specialists who are responsible for selection in a specific subject discipline, others rely either on faculty or on a combination of librarians and faculty for this purpose. Because selection practices differ from institution to institution, Grant urged publishers to send publishers' catalogs to Acquisitions departments. These departments will make sure that appropriate selectors receive the information. Academic libraries usually prefer hardbound book formats and do not collect textbooks; paperbacks are generally selected and bought for leisure reading collections, which tend to be small. Academic libraries are interested in promoting the use of acid-free paper by publishers to prevent deterioration of books. Because academic libraries buy esoteric materials, books in series, and variant editions of books, acquisitions staffs go through a painstaking process of verifying bibliographic information through sources such as CIP, BIP, etc. Grant pointed out that accurate information is essential in these sources. Publishers' catalogs are useful, and publishers should realize that in academic libraries they are often being used as the last resort in the verification process. The three participating librarians who followed Grant--Agnes Griffen, of Montgomery County Public Library System; Donna Rodda, of Solon City Schools, Ohio; and Trevelyn
"Selling to Your Steadiest Customers: The Library Market"
57
Jones, of Garden City Public Library, N.Y.--unfortunately spent a great deal of time, in their rather lengthy presentations, on issues which were sufficiently covered in the morning's keynote address. With the exception of Agnes Griffen, who called for publishing "socially relevant" books in paperback so that "public libraries would buy them in a bigger volume," and for expensive books such as art books to be published in a format which libraries can afford, no one made any practical suggestions which would make publishers' access to their respective library markets easier. This was a disappointment. The timing of the seminar was another disappointment. The sponsors did not allow time for an afternoon question-and-answer period. As a result, by the end of the seminar, publishers and librarians in the audience were probably left with as many unanswered questions as they had at the beginning. Although Bowker magazines should be praised for their initiative in sponsoring this seminar, their advertisement for it was misleading. The topic addressed by the majority of panelists was marketing of mass market books to libraries. Yet, the audience included a sizeable number of representatives from publishing houses who do not publish mass market books. To avoid future misunderstandings, it would be advisable that sponsors of such seminars not only narrow the topic sufficiently to allow plenty of time for questions and answers, but also realize that the needs and wants of one group within the library and publishing communities do not, necessarily, reflect those of another group. Once sponsors of such gatherings address these problems, future seminars of this nature could indeed be very productive.