Advertising the Library.
I was once asked the question, “Why do not libraries give greater publicity to their activities, means and resources, and not be satisfied with the fact that they are merely performing an everyday public function, expected of them as a municipal institution which gives some sort of return to the ratepayers for the rate levied upon them for its maintenance?”
True, some of the ratepayers are quite satisfied when they can go to the local library and borrow one or two books to while away a few leisure hours during a wet week-end. Herein lies a small conception of what a public library is for.
The library at the present time, if it is to maintain its popularity, must be aggressive and not passive. We must not be content to rest on our oars and survey what we have done with a complacent smile of satisfaction, and say, “I have done my best,” but we must think what we can do next to keep the vision of usefulness of the public library ever before the public. The library is like the tree in nature, once it ceases to grow it commences to decay, and this food for further thought must be provided by the initiative of the librarian, providing he is an enthusiast. If cheap stories so often depicted could be replaced by such films as “The Odyssey,” “Hamlet,” “Evangeline,” the cinematograph would become a distinct influence for good.
It has been voiced at some of the conferences that systematized propaganda work is needed. I am glad to see that the Library Association has at last awakened to the fact that the educational value of the Public Library is not known as it should be. The appointment of a “Publicity Committee” shows that a determined effort is being made to launch out into something original, and, I hope, something which will demand world-wide attention.
Anyone interested in Library work cannot fail to see that such a popular and powerful agent as the film must have an effect upon the Public Libraries. Cinemas are not on the wane, but are considerably on the increase. Now that the ban on “luxury building” has been removed, these buildings—in some cases “super-cinemas” embodying every convenience—will spring up everywhere. One very seldom, if ever, hears of a cinema being “wound up” for bankruptcy; these picture-houses are too popular, and this popularity will remain as long as one generation succeeds another.
The film can arouse an enthusiasm in heretofore disinterested readers, and expose to them the pleasures and joys of life they are missing, and only the totally illiterate can ignore it.
Possibly it is not generally known by librarians that managers of cinemas are genial individuals, willing to oblige in a little library publicity, and where the library is in close proximity, so much the better.
What I refer to is a “screened advertisement” on behalf of the library authorities, calling attention to the fact that the book from which the film is produced may be borrowed from the Central Library and its branches, which medium has been advocated in Mr. Walter Briscoe’s book on “Library Advertising.”
Here is the idea for a permanent local “publicity” campaign, and in due course the Library Association, backed up by Government recognition, may launch out into a national programme of recognition.
Some may advocate publicity by means of specially trained orators, who would demonstrate from public platforms in forcible arguments the advantages of the Public library; others may convene dinner-hour meetings and deliver speeches to working men and women as during an election; others may urge the use of public hoardings or electric signs in public places, changing colour every few seconds.
It is admitted that the Press is a powerful organ, proclaiming to every reading individual items of interest within its pages. This is good so far as it goes. Possibly advertising in it would be repaid where the paper has access to every home, and even then there is the possibility of its being overlooked, unless the headline be emblazoned in red. Some people when perusing their favourite papers look for one thing of interest to them only. Some scan the stock and share markets; others devour the racing news; some look at the advertisement columns in the hope of finding a house to let; the gentler sex invariably peruse the bargain sales—so there is a danger of library matters being overlooked.
Some new tactics must be tried; something which will yield better results, something which will meet the gaze of young or old—and there is that all-powerful national appealing projector, the cinematograph. This will explain with greater efficiency than either the public Press, the hoarse-voiced orator, or any other medium.
People who remain ignorant or illiterate need no longer remain in this stage. If they do not know the alphabet, they can be taught it; if they cannot write they can be shown how to wield a pen, and the various styles of writing—backhand, roundhand, copper-plate or script, all by means of text-books obtainable at the library.
The poorest man, without any visible means, living in a garret, has this store of wealth at his disposal just for the asking. Anyone wishing to become acquainted with a foreign language to aid him in his business can learn by the “self-taught series.” Thousands of people in these circumstances could be made acquainted with the treasures of the library by means of the film.