Pat Billadeau, MCH National Accounts Manager, was recently interviewed by Target Marketing magazine. The article, written by Linda Formichelli, focused on the value of public librarians to direct marketers. Pat, and other marketing professionals, provided examples of how the products and services offered by libraries have evolved over the years to include Internet access, movies, music, books on tape, and much more. Librarians are highly educated professionals who have big buying power. They are dedicated to making sure they spend their budgets on products that will benefit a diverse user base.

The article also provides an overview of the various marketing channels that can be used to reach librarians. Max Crow, Director of the New Durham Public Library encouraged marketers to make sure to provide information on their websites in addition to direct mail. Librarians often collect data from multiple sources and need time to review the materials prior to making a purchase decision.

MCH Notes about the Library Market: In a report from the National Center for Education Statistics, estimated U.S. library expenditures total $14 billion annually. Libraries are divided into four general categories: school libraries, academic (or college) libraries, public libraries, and special libraries. Each type of library has distinct characteristics and opportunities. Marketers need to ensure that their message is appropriate for the type of library they are targeting. Marketers can extend their reach by targeting other institutions that are book buyers including churches, and gift shops at museums and zoos.

Click here to read the Target Marketing article "Marketing by the Book" by Linda Formichelli.

Click here to view our Public Libraries datacard.

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