Bear in mind always that the main object of such library notices is to attract attention, and encourage people to use the library. Thus there should be sought frequent opportunities of advertising the library by this best of all possible means, because it is the one which reaches the largest number. To do it well requires some skill and practice, and to do it often is quite as essential as to do it well. Keep the library continually before the public. What are the business houses which are most thronged with customers? They are those that advertise most persistently and attractively. So with the library; it will be more and more resorted to, in proportion as it keeps its name and its riches before the public eye.
A certain timeliness in these library notices should be cultivated. The papers are eager to get anything that illustrates what is uppermost in the public mind. If a local fair is in progress or preparing, give them a list of the best books the library has in that field; the history of the Philadelphia Exposition, the Chicago World's Fair, the Paris Expositions, &c. On another day, set forth the books on manufactures, horses, cattle, domestic animals, decorative art, &c. If there is a poultry exhibition, or a dog show, call public attention to the books on poultry or dogs. If an art exhibition, bring forward the titles of books on painting, sculpture, drawing, and the history of art, ancient and modern.
If some great man has died, as Bismarck or Gladstone, give the titles of any biographies or books about him, adding even references to notable magazine articles that have appeared. When the summer vacation is coming around, advertise your best books of travel, of summer resorts, of ocean voyages, of yachting, camping, fishing and shooting, golf and other out-door games, etc. If there is a Presidential campaign raging, make known the library's riches in political science, the history of administrations, and of nominating conventions, lives of the Presidents, books on elections, etc. If an international dispute or complication is on foot, publish the titles of your books on international law, and those on the history or resources of the country or countries involved; and when a war is in progress, books on military science, campaigns, battles, sieges, and the history of the contending nations will be timely and interesting.
Whatever you do in this direction, make it short and attractive. Organize your material, describe a specially interesting work by a reference to its style, or its illustrations, or its reputation, etc. Distribute your library notes impartially; that is, if several papers are published, be careful not to slight any of them. Find out the proper days to suit their want of matter, and never send in your notes when the paper is overcrowded. Always read a proof-slip of each article; time spent in going to a newspaper office to correct proof is well spent, for misprints always await the unwary who trusts to the accuracy of types.
If the library acquires any extensive or notable book, whether old or new, do not fail to make it known through the press. If any citizen gives a number of volumes to the library, let his good deeds have an appreciative notice, that others may go and do likewise.
Another feature of library advertising is the publication in the press of the titles of new books added to the library. As this is merely catalogue printing, however abbreviated in form the titles may be, it will usually (and very properly) be charged for by the newspapers. But it will pay, in the direction of inducing a much larger use of the library, and as the sole object of the institution is to contribute to public intelligence, it becomes library managers not to spare any expense so conducive to that result.
