Reaching the Elusive Library Non-Users
Popular speaker and consultant Donna E. Fletcher shares her experiences with a topic she’s concentrated on for a decade—how to connect with people who don’t use public libraries and deliver the message about what they’re missing. Get her tips for finding, interviewing, and surveying those folks to nudge them into becoming patrons.

Feature

Convincing Elected Officials to Support a New Building
Paula S.W. Laurita tells the compelling tale of how she convinced local officials (and citizens) to let her move the over-crowded Athens-Limestone Public Library into an empty building the city had bought. It took a lot of work and communication over a few years, but the library made it into a spacious new facility.

Interviews With Marketing Masters

Cordelia Anderson Brings Cardholders Back to CML
Interviewer Judith Gibbons learns how Cordelia Anderson, director of marketing and communications at Charlotte Mecklenburg Library in North Carolina, led her team in identifying lapsed cardholders and emailing messages that were effective enough to bring them back to the library. Her keys to success were working with professionals in market segmentation, email, and video production.

Tools You Can Use

Cloud-Based Video Tools and Apps
In this issue, techie and tool lover Jennifer E. Burke shares five cloud-based products that can help you make and edit videos that include animations, transitions, drawings, and music.

Music, Media Mentions, and $$$
Ruth Kneale studies how librarians and libraries appear in pop culture. In this issue, she highlights a hip-hop artist who got his start in a library and points to an interview with a researcher and Boing Boing editor. She also covers the viral story of a librarian who left his whole $4 million estate to his university, and the criticism that resulted when the library didn’t get all of the money.

Creative Library Marketing and Publicity: Best Practices
Edited by Robert J. Lackie and M. Sandra Wood
MLS editor Kathy Dempsey reviews this Rowman & Littlefield title that’s a collection of case studies by public, academic, and K–12 librarians. The contributed chapters cover basics such as email marketing, branding, and building relationships.

Announcements cover an upcoming workshop on reaching Spanish speakers, the new 45-115 ALA Federal Initiative, the winner of the first Library Journal Marketer of the Year Award, and the American Association of School Librarians’ Advocacy and Legislation Coalition launch.