ACRL News Issue (B) of College & Research Libraries 844 / C&RL N ew s ■ N o v e m b e r 1999 C o l l e g e & R e s e a r c h L i b r a r i e s news Tips to help your institution prosper by Terry Kirchner w ith contributions from the ACRL Professional Enhancement Committee A d v o c a c y is th e a c t o f p le a d in g fo r o r s u p ­ p o rtin g a c h a n g e in a n e x is tin g sy ste m w h ic h w ill p r o d u c e re su lts th a t a re p e r n e n t a n d w ill b e n e fit fu tu re u s e rs o f th e sy s­ tem . A n a d v o c a te is o n e w h o s p e a k s o r a cts o n b e h a l f o f a n o t h e r o r in s u p p o r t o f a c a u s e .”1 P u b lic lib ra ries h a v e m o re activ ely p r o ­ m o te d th e n e e d fo r a d v o c a c y p ro g ra m s th a n h a v e a c a d e m ic a n d re s e a rc h lib ra ries. In re ­ ality, h o w e v e r, all lib ra rian s m u s t e n g a g e in o n g o in g a d v o c a c y to g u a ra n te e th e lo n g -te rm su rv iv a l a n d p ro s p e rity o f th e ir in d iv id u a l in­ s titu tio n s a n d t h e lib ra ry p r o f e s s i o n a s a w h o le . Elsie F re e m a n F in c h n o te d th a t a n y librar­ ia n w h o c laim s n o t to h a v e th e tim e to b u ild s u p p o r t fo r h is o r h e r lib ra ry w a s c o m m ittin g “p o litica l s u ic id e .”2 T h e g o o d n e w s is th a t all o f u s p ro b a b ly d o s o m e fo rm o f a d v o c a c y fo r o u r lib ra ries a n d th e lib ra ry p ro fe s s io n a lre ad y . B ut th e e ffe c tiv e n e s s o f o u r a d v o c a c y e ffo rts m u s t b e q u e s tio n e d . As e d ito r-in -c h ie f o f L ibrary J o u r n a l, J o h n N. B erry III c h a lle n g e d lib ra rian s to re th in k th e ir a d v o c a c y stra te g ies: “T h e lib ra ry a d v o ­ c a c y m o v e m e n t h a s b e e n v e ry e ffe c tiv e at e n lis tin g a d v o c a te s fo r lib ra rie s, fro m Bill C lin to n to Bill G a tes. It h a s fa iled m ise ra b ly m to d e fin e a n d p r o m o te th e c ru cial ro le o f th e lib ra ria n in t h e in f o r m a tio n fu tu re , e ith e r a ­t h r o u g h b e n ig n n e g le c t o r c o n s c io u s p ro fe s ­ sio n a l s e lf-e ffa c e m e n t.’’3 H a v in g “n o n -lib ra ria n ” allies w h o s p e a k u p fo r th e im p o rta n c e o f lib ra ries is g o o d , b u t it is n o t e n o u g h . T o b e su c c e ss fu l, a d v o ­ c ac y m u st b e a full-tim e a n d c o n s c io u s ly p r o ­ a c tiv e b e h a v io r p a tte rn in th e lib ra ry p ro fe s ­ sio n . T o g ra b o u r fair s h a re o f th e fin an c ia l re ­ s o u rc e s a n d to e sta b lish a n d m a in ta in c re d ­ ibility in th e b r o a d e r a c a d e m ic c o m m u n ity , lib ra rian s m u st le a rn to effectively m a rk e t a n d a d v e rtis e lib ra ry se rv ice s. P rin c ip le s o f a d v o c a cy Like it o r n o t, lib ra ries a re m e m b e rs o f th e h i g h l y c o m p e t i t i v e s e r v i c e i n d u s t r y . M e g a b o o k s to re s , o n lin e b o o k d e a le rs , a n d o t h e r In te rn e t sites a re ju st a fe w o f th e c o m ­ p e tito rs th a t lib ra ries m u s t fa c e e v e ry d a y . T o su rv iv e , w e m u s t le a rn h o w to p la y b y th e n e w ru le s o f th e in fo rm a tio n g a m e . P ro v id in g g o o d s e rv ic e a lw a y s h a s b e e n a n d a lw a y s w ill b e im p o rta n t, b u t lib ra rian s m u s t le a rn h o w to effe c tiv e ly p r o m o te sys­ te m ic c h a n g e w ith in th e i r o p e r a t io n s a n d w ith in th e lib ra ry p ro fe s s io n to a llo w fo r th e e n h a n c e m e n t o f s e rv ic e d e livery. About the authors Terry Kirchner is associate ch ie f o f access a t the N ew York Public Library, e-mail: tkirchner@nypl.org. He prepared this article w ith contributions fro m the o th e r members o f the ACRL Professional Enhancement Committee: Deborah Abston, Gregg T. Atkins, Patrick Dawson, E linor Folder Foster, Kathryn Kjaer, Joan A. Reyes, Ellen DereySafley, a nd A n ita Schuneman Advocacy 101 for academic librarians mailto:tkirchner@nypl.org C&RL N e w s ■ N o v e m b e r 1999 / 845 R e m e m b e r to h ig h lig h t th a t lib ra ria n s d o m o re th a n w o r r y a b o u t w h e t h e r o r n o t b o o k s are p ro p e rly s h e lv e d . S tre ss th e ro le o f lib ra ria n s a s p ro v id e rs o f in fo rm a tio n , as in s tru c to rs w h o e n c o u ra g e le a rn in g , a n d as g lo b a l p ro fe s s io n a ls w h o can q u ic k ly an d e ffic ie n t ly a cc e ss re so u rce s fro m a ro u n d th e w o rld . E liz a b e th E. B in g h a m h ig h lig h te d th e s e p rin c ip le s o f a d v o c a c y th a t c a p tu r e th e n e e d fo r e ffe c tiv e sy s te m ic c h a n g e fo r e n h a n c e d s e rv ic e d e livery: • K n o w y o u r c ase; d o c u m e n t facts. • K n o w th e o p p o s i n g c a s e a n d its a rg u ­ m e n ts a n d d e v e l o p stra te g ie s. • O p e r a t e fro m a s o u n d b a s e o f s u p p o rt. • K n o w y o u r r e s o u rc e s a n d allies. • In te r v e n e h ig h e n o u g h to g e t th e jo b d o n e . • T a k e a p o s itiv e a p p r o a c h . • D e m o n s tra te to th e sy s te m h o w it is in ­ te rfe rin g w ith o r d e fe a tin g its o w n goal. • U s e o v e rt p o w e r o n ly a fte r u s in g th e first s e v e n p rin c ip le s . • W h e n in p o w e r c o n te s t, d o n ’t p u s s y ­ foot. • U se a n a d v o c a c y e ffo rt to s tr e n g th e n y o u r g ro u p . • A lw ays b e a w a r e o f v u ln e ra b ility . • A sse ss risk s realistically; id e n tify th e m ; w e ig h th e m a g a in s t g a in s. • D o n ’t p la y t h e d e v il’s a d v o c a te .4 A lth o u g h lib ra rie s a n d lib ra ria n s a re o fte n n o t in th e b u s in e s s o f d o in g b u s in e s s , w e s h o u l d l o o k t o s e e w h a t c o re p ra c tic e s c o u ld h e lp e n s u r e th a t lib ra rie s sta y in b u sin e ss. M a n y o f th e s u g g e s tio n s p r o v i d e d in th is ar­ ticle m a y s o u n d lik e c o m m o n s e n s e to s o m e a n d c o m p le te ly im p ra c tic a l to o th e rs ; th e r e a re m a n y d iv e rs e a d v o c a c y p a th s th a t lib ra r­ ia n s c a n fo llo w . T h e p u r p o s e o f ra is in g t h e s e s u g g e s tio n s is to h e lp facilitate crea tiv e d isc u ssio n o n easy- to -im p le m e n t, lo w -c o st, a n d e ffe c tiv e a d v o ­ c a c y a ctiv ities th a t a c a d e m ic a n d r e s e a r c h li­ b ra ria n s c a n in c o r p o r a te in to th e ir d a ily r o u ­ tin e s. E s ta b lis h a m a r k e t in g p la n M a rk e tin g p la n s e n a b le lib ra rie s to d e v e lo p a n d m a in ta in a c o re im a g e w h ile s e g m e n tin g t h e lib r a r y u s e r b a s e i n to n a r r o w t a r g e t g ro u p s . S erv ices a n d p r o d u c ts c a n t h e n b e d ir e c te d to th e ta rg e t g r o u p in d iv id u a ls fo r w h o m th e y h a v e th e m o s t re le v a n c e .5,6 T o le a r n m o re a b o u t m a rk e tin g p la n s , a u ­ d it a n u n d e r g ra d u a te a d v e rtis in g o r m a r k e t­ in g c o u rs e . A u d itin g a c o u rs e s e rv e s s e v e ra l im p o rta n t r o le s s im u lta n e o u s ly . N o t o n ly w ill y o u g a in u se fu l a c a d e m ic k n o w le d g e , b u t y o u w ill g a in i n c re a s e d v isib ility in th e a c a d e m ic c o m m u n ity : fa c u lty a n d s tu d e n ts w ill a s s o c i­ a te w ith y o u in b r o a d e r c o n te x ts th a n ju st as a lib ra rian . If y o u h a v e n ’t th e tim e o r in te re s t in a u ­ d itin g a d v e rtis in g o r m a rk e tin g c o u rs e s , s e e if y o u r lib ra ry c o u ld s p o n s o r re s e a rc h p ro je c ts w h e r e s tu d e n ts first d e v e l o p a n d im p le m e n t a m a rk e tin g p la n a n d t h e n fo llo w u p w ith a n a d v e rtis in g c a m p a ig n fo r y o u r library. W h y p a y a n o u ts id e c o n s u lta n t fo r se rv ic e s th a t n o t o n ly s e rv e t h e e d u c a tio n a l g o a ls o f y o u r a c a d e m ic in stitu tio n , b u t c o u ld b e d o n e fo r free , a s w ell? P ro m o te y o u r s e lf a n d y o u r lib ra ry B re a k th e s te r e o ty p e o f th e m e e k a n d tim id lib ra ria n a n d c a p ita liz e o n y o u r s tre n g th s a n d k n o w le d g e . As a p ro fe s sio n , w e p ro v id e v a lu ­ a b le in fo rm a tio n a n d se rv ice s th a t e n a b le o th ­ e rs to e n h a n c e th e ir lives, c a re e rs , a n d in te l­ le c tu a l p u rsu its; so m a k e s u re th a t p e o p le d o n ’t fo rg e t a b o u t y o u r ro le in th e ir p e r s o n a l a n d p r o fe s s io n a l a d v a n c e m e n t.7 F in d w a y s t o p ro m o te n e w lib ra ry se rv ice s a n d p ro d u c ts : w rite a n d d is trib u te a q u a rte rly o r b i a n n u a l n e w s le tte r o r g e t a g u e s t s p o t o n th e c a m p u s o r lo c a l ra d io sta tio n . A sk th e c a m p u s o r lo c a l n e w s p a p e r to w rite a fe a ­ tu r e a rtic le a b o u t lib ra ry sta ff w ith sp e c ific skills o r in te re sts. T h e s e a rticle s c o u ld h e lp a ttra c t n e w lib ra ry u se rs: s tu d e n ts a n d fac­ u lty d o in g re la te d r e s e a r c h o r c o m m u n ity m e m b e rs in v o lv e d in sim ila r h o b b i e s o r a c ­ tivities. W h e n g iv in g lib ra ry o rie n ta tio n s a n d le a d ­ in g tra in in g s e s s io n s , fo c u s o n in fo rm a tio n lite rac y a n d n o t ju st b ib lio g ra p h ic in stru ctio n . I n f o r m a t io n lite r a c y e n c o m p a s s e s b i b l i o ­ 846 / C&RL N e w s ■ N o v e m b e r 1999 g ra p h ic in stru c tio n a n d a llo w s y o u to b e c o m e a n e x p e rt in re le v a n t a re a s s u c h as c o p y rig h t, re se a rc h m is c o n d u c t a n d ethics, o r W eb d o c u ­ m e n t d e sig n . By b e c o m in g a k n o w n e x p e rt o n c a m p u s y o u p ro m o te n o t o n ly yo u rse lf, b u t a ls o y o u r library a n d th e library p ro fe s ­ sion. R e m e m b e r to h ig h lig h t th a t lib ra ria n s d o m o re th a n w o rry a b o u t w h e t h e r o r n o t b o o k s a re p ro p e rly s h e lv e d . S tress t h e ro le o f li­ b ra ria n s as p ro v id e rs o f in fo rm a tio n , as in ­ stru c to rs w h o e n c o u ra g e lea rn in g , a n d a s g lo ­ b a l p ro fe s s io n a ls w h o c a n q u ic k ly a n d effi­ c ie n tly a c c e s s r e s o u r c e s fro m a r o u n d th e w o rld . In to d a y ’s d a y a n d a g e, tim e is m o n e y ; so a le rt y o u r s tu d e n ts a n d fa cu lty a b o u t h o w u sin g y o u r services c a n h e lp th e m m a k e m o re effe c tiv e u s e o f th e ir tim e. N e tw o rk In a d d itio n to d e v e lo p in g a n d m a in ta in in g c o rd ia l re la tio n s h ip s w ith th e d e p a rtm e n ta l c h a irp e rs o n s a n d th e c o lle g e /u n iv e rs ity a d ­ m in istra to rs, e s ta b lish c lo s e tie s w ith th e d e ­ p a rtm e n ta l a n d a d m in istra tiv e s u p p o r t staffs. N ot o n ly w ill y o u e x p a n d y o u r n e tw o rk o f frien d s, y o u w ill a ls o h a v e a c c e s s to in fo rm a l n e tw o rk s th a t c a n e n a b le y o u to m o re e asily g e t y o u r m e s sa g e h e a r d b y th e a p p r o p ria te h ig h -le v e l fa cu lty o r a d m in istrato r. In a d d itio n , s u p p o r t sta ff c a n p ro v id e y o u w ith im p o rta n t f e e d b a c k a n d in fo rm a tio n th at w ill h e lp y o u to m o re p ro a c tiv e ly a n d e ffe c ­ tively d e v e lo p p la n s a n d stra te g ies th a t m a tc h th e b r o a d e r in stitu tio n a l a n d d e p a r tm e n ta l a g e n d a s . A re th e re w a y s th a t y o u c a n in c o r­ p o ra te “c u ttin g -e d g e ” te c h n o lo g ie s in to y o u r c o n v e rs a tio n s a n d d o c u m e n ts so th a t a d m in ­ istrato rs a n d d e p a r tm e n t c h a irs g e t e x c ite d a b o u t w o rk in g w ith th e library? E x p a n d y o u r h o rizo n s E arlier I m e n t i o n e d th a t a u d itin g a c o u rs e w a s o n e w a y o f g a in in g n e w k n o w le d g e a n d in c re a s in g y o u r visib ility o n c a m p u s . O th e r p r o fe s s io n a l a ctiv itie s th a t lib ra ria n s c o u ld activ ely p u r s u e in c lu d e te a c h in g c o u rs e s th a t re la te to y o u r s e c o n d m a s te r’s d e g r e e o r y o u r P h .D ., s e rv in g a s a g u e s t le c tu re r o n a li­ b ra ry -re la te d t o p ic s u c h as dig ita l te c h n o l o ­ g ie s , g e ttin g y o u rs e lf a p p o in t e d to c a m p u s ­ w id e c o m m itte e s , o r s e rv in g o n t h e fa cu lty s e n a te . “ The q u a lit y o f th e lib ra ry se rv ice is ju d g e d b y th e u se r’s p e rce p tio n o f an in d iv id u a l m e m b e r o f sta ff. F o r th a t in d iv id u a l u se r th e p a rtic u la r m e m b e r o f s t a ff w h o d e a ls w ith his/her e n q u iry d oe s n o t m e re ly re p re se n t th e lib ra ry — he o r sh e is th e lib ra ry .” 8 O n a m o re so c ia l level, a tte n d c a m p u s sp o rtin g e v e n ts, c o n c e rts , le c tu re s, a n d o th e r c u ltu ra l e v e n ts. If s tu d e n ts , staff, faculty, a n d a d m in istra to rs s e e y o u s u p p o rtin g e v e n ts th at th e y s p o n s o r o r p a rtic ip a te in, th e r e is a b e t­ t e r c h a n c e th a t th e y in tu r n w ill b e c o m e al­ lies fo r y o u a n d y o u r library. P ro m o te a “ u se r f r ie n d ly ” e n v iro n m e n t J u s t as a d v o c a c y m u s t b e c o m e a c e n tra l e le ­ m e n t in a lib ra ry ’s e v e ry d a y e x is te n c e , s o to o m u s t a p ro a c tiv e s e rv ic e p h ilo s o p h y . Y our e ffo rts a t d e v e lo p in g a m a rk e tin g p la n , p r o ­ m o tin g y o u rs e lf a n d y o u r library, n e tw o rk ­ ing, a n d e x p a n d in g y o u r h o riz o n s w ill n o t h e lp y o u a c c o m p lis h y o u r o v e ra ll g o a l o f d e v e lo p in g a n d m a in ta in in g m e a n in g fu l, sy s­ te m ic c h a n g e if y o u d o n o t h a v e a n y c lie n ­ te le to serve. “T h e q u ality o f th e library se rv ice is ju d g e d b y th e u s e r ’s p e r c e p ti o n o f a n in d iv id u a l m e m b e r o f staff. F o r th a t in d iv id u a l u s e r th e p a rtic u la r m e m b e r o f sta ff w h o d e a ls w ith h i s / h e r e n q u iry d o e s n o t m e re ly re p re s e n t th e library— h e o r s h e is th e lib ra ry .”8 E n su re th a t e v e ry o n e w o rk in g fo r th e li­ b ra ry u n d e rs ta n d s h o w im p o rta n t h is o r h e r ro le is in u p h o ld in g th e s e rv ic e p h ilo s o p h y , a n d m a k e s u r e th a t th e y a re p ro p e rly tra in e d to fulfill th e ir role! K e e p ta b s o n t h e c h a n g in g n e e d s o f s tu ­ d e n ts, faculty, a n d staff b y e sta b lish in g library se rv ice s re v ie w c o m m itte e s to k e e p fe e d b a c k a n d c o m m u n ic a tio n c h a n n e ls o p e n . T h is a c ­ tivity fe e d s d ire c tly in to th e m a rk e tin g p lan, w h ic h s h o u ld b e a n e v er-evolving d o c u m e n t th a t reflects shifts in u s e r d e m o g ra p h ic s a n d n e e d s . ( c o n ti n u e d o n p a g e 8 4 9 ) C&RL N e w s ■ N o v e m b e r 1999 / 8 47 C&RL N e w s ■ N o v e m b e r 1999 / 849 e d u c a tio n a l p u rp o s e s a re g e n era lly u n te s te d a n d u n k n o w n . W hile this article is lim ited to c o n sid e ra tio n o f th e u s e o f DVD in a se t to p situation, th at lim itation m a y b e unrealistic, p a r­ ticularly as m o re e x p e rie n c e is g a in e d w ith u sin g it. L ibraries a n d m e d ia c e n te rs m a y find, at least u ntil th e m id d le o r e n d o f th e n e x t d e ­ cade, th a t th e y h a v e a v a rie ty o f fo rm ats avail­ able, s o m e o f w h ic h m a y b e c o m p u te r-b a s e d (w ith VHS c o n tin u in g to p lay a n im p o rta n t role fo r m a n y p ro g ra m s ), w h ile DVD w ill b e u s e d to p ro v id e interactivity, m u ltip le v iew s, a n d h ig h e r re so lu tio n fo r th o se p ro g ra m s th a t n e e d th o se qualities. It m ay w ell b e that th e in cre ased capa b ilitie s o f te c h n o lo g y c o u ld le a d to a situ­ a tio n w h e r e th e re is n o sta n d a rd form at. T h e d e fin itio n o f a v id e o m a y a lso e v o lv e from th a t o f a lin e a r p ro g ra m v ie w e d th ro u g h a p la y e r w ith v e ry lim ite d m a n ip u la tiv e c a p a ­ bilities to a m u c h b r o a d e r d e fin itio n e m b ra c ­ ing m u ltim o d a l a n d m u ltim e d ia c o n c e p ts. G iv e n th e ra p id p a c e o f te c h n o lo g y , p re ­ dicting th e fu tu re o f v id e o in libraries is s p e c u ­ lative at best. T h e re h a s b e e n n o th in g to in d i­ c ate that, at lea st fo r th e n e x t five y e a rs o r p o ssib ly longer, DVD w ill m a k e th e VHS for­ m at o b so le te . L ibrary a n d m e d ia p ro fe ssio n a ls c a n c o n tin u e to p u rc h a s e m ate ria ls in th e VHS fo rm at w ith o u t fear. In th e lo n g term , v id e o will b e c o m e a p rim arily digital m ed iu m ; al­ m o st su re ly DVD in s o m e fo rm w ill p la y a p a rt in this transition. N otes 1. O n e o f th e p rim a ry re a s o n s fo r d e v e lo p ­ ing DVD w a s to a llo w h o m e v id e o u s e rs to tak e a d v a n ta g e o f th e i n d e p e n d e n t s u rro u n d - a n d lo w -fre q u e n c y effects [LFE] c h a n n e ls avail­ a b le in th ea tric al s o u n d form ats. 2. T h e re a re a lso “h y b rid ” d isk s th a t c a n b e u s e d in b o th c o m p u te rs a n d p lay e rs a s w e ll as a p ro je c te d D V D -audio form at. A v e rsio n w ill p ro b a b ly b e d e v e lo p e d th a t is fully c o m p a t­ ible w ith th e n e w h ig h d e fin itio n (HD TV ) sta n ­ d a rd . T h e fo rm a t is still evolving. 3. Additional technical information a bout DVD can b e fo u n d at DVD Frequently A nsw ered Q ues­ tions at http://w w w .videodiscovery.com /vdyw eb/ d v d /dvdfaq.htm l. 4. T h a t interactivity d o e s n o t n e ce ssa rily c o m e easily, s e e Philip D e L a n d e a n d “S h a d o a n R e b o rn ,” E M e d ia P r o fe s s io n a l 12 (J a n u a ry 1999): 51. 5. F o r s o m e in d ic a tio n o f th e p o te n tia l o f DVD u sin g a fu ll-fe atu re d p la y e r see: R obert A. S tarrett, “P io n e e r D V D -V 7200 In d u stria l D V D -V ideo P la y er” E M e d ia P ro fessio n a l 12 (M arch 1999): 33. ■ ( “A d v o c a c y 1 0 1 … ” c o n ti n u e d fro m , p a g e 8 4 6 ) S ta y in v o lv e d R e m e m b e r th a t libraries d o n o t e x ist in a n iso ­ la te d w o rld , so fo llo w im p o rta n t legislative, political, e c o n o m ic , a n d c u ltu ral m o v e m e n ts to s e e h o w th e y m ig h t affect y o u a n d y o u r library. ALA a n d y o u r sta te a n d local library a s s o ­ c iations c a n se rv e as im p o rta n t s o u rc e s o f in ­ fo rm a tio n a n d a ssista n c e o n a d v o c a c y issues. D o n ’t h e sita te to c o n ta c t them . ALA’s ALAWON se rv e s as a n e x c e lle n t re s o u rc e fo r legislative concerns a n d as a source for advocacy training. T o c o n t a c t A L A W O N , g o t o h t t p : / / w w w .a la .o rg /w a s h o ff/a la w o n . A d v o c ac y is n o t just a n a ction; it is a skill th a t p e o p le le a rn o v e r tim e. P ractice y o u r a d ­ v o c a c y techniques: learn w h a t advocacy m eth ­ o d s w o rk best w ith y o u r personality a n d w ithin y o u r oiganization. M ake it y o u r business to stay in business: p ro m o te yourself a n d y o u r library! N otes 1. E liz ab e th E. B in g h am , “L ibrary A d v o ­ c a c y ,” LLA B u lle tin 58 (fall 1995): 86. 2. Else F re e m a n Finch, “A rchival Advocacy: R eflections o n M yths a n d R ealities,” A r c h iv a l Issues 20 (1995): 115-127. 3. J o h n N. Berry, III, “It’s T im e to A d v o c ate L ibrarians,” Library J o u r n a l (S e p t . 1,1996): 106. 4. B in g h am , “L ibrary A d v o c ac y ,” 86. 5. J a n e L. C rocker, “M arketing, P u b lic Rela­ tio n s a n d th e A c ad e m ic Library,” N e w Jersey Libraries ( s u m m e r 1994): 6 -9 . 6. R ae H e lto n a n d Stuart E srock, S. “P osi­ tio n in g a n d M a rketing A cad e m ic Libraries to S tu d e n ts,” M a rk e tin g L ib ra ry Services: MLS 12 (A pr./M ay 1998): 3 -5 . 7. D ouglas M. Ferner, “Social C ontact in the Academ y: An Indirect Route to Collegiality,” The Librarian in the University: Essays o n M em bership in th e A c a d e m ic C o m m u n ity (M etuchen, NJ: Scarecrow Press, 1990), 147-152. 8. E lizabeth Esteve-Coll, “M arketing a n d th e A cadem ic Library,” M a rk e tin g Strategies f o r th e A c a d e m i c L ib r a r y ( C a m b rid g e , E n g la n d : Li­ b ra ry A sso c ia tio n , C o lle g e s o f F u rth e r a n d H ig h e r E d u c a tio n G ro u p , 1985): 3. ■ http://www.videodiscovery.com/vdyweb/ http://www.ala.org/washoff/alawon