Why cannot the library associations have a publicity man whose business it would be to get such articles into the magazines, to prepare little booklets such as I have described for the information of the general public, and to do whatever else he can to interest influential men and the world at large in public libraries? This man might also be made responsible for getting library news articles and feature stories into the newspapers. Such articles would undoubtedly do a great deal to educate newspaper readers to a knowledge of library work as it now is, but if they did nothing more than to keep the subject before the people they would be worth while.
There is also a large field open for public speakers. A publicity man, representing a national or state organization, could make himself very useful as a speaker at public gatherings. He could easily secure a place on the programs of many civic, scientific and educational organizations, and by a popular presentation of the public library's service along the line that particularly interested the members, could undoubtedly make scores of new friends for public libraries.
Such a person would be welcome also as a lecturer on librarianship at college, academy and high school gatherings, at chapel and convocation exercises, etc. These talks would have a double value in that they would help to bring good people into the library profession and at the same time give information about library affairs to students and instructors.
So far as I know, the library profession has never indulged in paid newspaper or magazine advertising. This may be due to the fact that we can usually get all the space we want in the regular news columns free of charge; but I suspect it is due partly to our conservatism, to our fear that paid advertising would be considered undignified. Certainly if the newspapers and magazines are willing to print without pay all that we wish, we need not consider the paid "ad." But if it is impossible to secure the desired space in any periodical free of charge, it might be worth while to buy it.
The paid library advertisement need not be similar to the ordinary commercial advertisement. It could be modeled after the "talks" sometimes used by large corporations and promoters which are meant to create a sentiment favorable toward the company. They should be done in newspaper English and should, of course, be short and to the point. Charles Stelzle, in his "Principles of successful church advertising," says that "One denomination in the U. S. has made a selection of a group of newspapers throughout the country which print regularly an editorial on some doctrinal or ethical theme and which is paid for by the national body." If it is not undignified for a church to do these things, surely it would not be out of place for the public library.
So much for the advertising methods that might be followed by the A.L.A., the League of Library Commissions, or the various state associations and commissions. By such means the attitude of friendliness toward libraries in general would undoubtedly be fostered and an interest in their establishment and maintenance greatly increased. But the librarian of a public library could not rest on this. The proper "taste" for library expenditures—if we may so express it—in his particular town will depend largely on his particular library and his own methods of advertising.
Of course we shall all agree that the best advertisement is satisfied patrons and lots of them, and that without the backing of such patrons, the advertising will do little good; also that special work for the special classes who have most to do with tax levies and appropriations will bring good results.
Almost as important as satisfactory service is a business-like administration. The library management ought to be such that it will command the respect of business men. No amount of mere talk about the need for more money or of the wonderful advantages that will accrue to the city in case an extra thousand dollars be appropriated, will count for anything unless the librarian knows how to talk business. In fact it does not seem surprising that some libraries are poorly supported when one realizes that there are hundreds of librarians who know nothing about their library finances, who leave the money matters entirely to the library board.