Promoting leisure reading to adults in New Zealand public libraries

Abstract

This is a comparative case study analysis of how large public libraries in New Zealand are promoting leisure reading collections. Sources of data were observations by the researcher, promotional material produced by libraries and interviews with library staff and managers. Promotional activities observed were direct assistance to customers, provision of reference tools, displays, lists, publications, web pages, events and arrangement and presentation of the collections. Analysis of policy issues showed that libraries that prioritised promoting adult reading in their overall mission were more likely to have successful promotional programmes than libraries that did not. However, a strategic marketing plan was not a prerequisite for a being active in promotion. There was very limited evaluation of the effectiveness of promotional activities. Participants were motivated to promote by their personal enthusiasm and few had access to outside training that was directly relevant. The areas of least consensus were the role of librarians in advising customers on leisure reading and the benefit of events as a promotional activity. Libraries paid particular attention to the presentation and layout of leisure reading collections as part of their promotion. Some libraries produced excellent examples of promotional materials by integrating web publishing and printed materials. It was evident that libraries could improve their promotional activities through cooperative ventures.