ERIC Number: EJ925713
Record Type: Journal
Publication Date: 2011
Reference Count: 23
Death of Reference or Birth of a New Marketing Age?
Public Services Quarterly, v7 n1-2 p87-93 2011
Reference transactions in academic libraries have been on the decline since mid-1990. The Academic Library Survey from the National Center for Education Statistics shows an average drop of 25% in reference use from 1996-2004 with higher numbers at some institutions such as the University of Maryland which plummeted 47% (Martell, 2008). The Association of Research Libraries study indicates a 54% drop in reference transactions in law, medical, Ivy League, and private research libraries (Martell, 2008). A study by the Association of Southeastern Research Libraries shows a 41% decline in reference transactions in academic libraries from 1999-2006 (Martell, 2008). With such a significant decline, academic libraries are increasing their marketing efforts in the area of reference sources and services. In this article, the author reports on the wide variety of marketing options academic libraries in North America are using to revive reference services.
Descriptors: Marketing, Research Libraries, Academic Libraries, Reference Materials, Reference Services, Library Services, Library Research, Institutional Advancement, Use Studies
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: Media Staff
Authoring Institution: N/A
Identifiers - Location: North America