Well, it's nice to know that librarians are not the only ones facing the challenges of being heard in a landscape saturated with ads and information. A recent article in the New Yorker called "The New Pitch: Do Ads Still Work?" by Ken Auletta gives an overview of the history and current state of advertising. Prominent advertiser Linda Kaplan Thaler (think Kodak moments and the Aflack duck) shares her insights on the search for what she calls the "big bang" in advertising. Thaler also co-wrote a book called Bang! Getting Your Message Heard in a Noisy World (Currency/Doubleday, 2003).
Sunday, March 27, 2005
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Libraries are more than just collections of books and other materials. Libraries are dynamic forces in their communities with the power to improve lives. Modern marketing demands that librarians look beyond their traditional roles ("outside the book") to find new ways to connect with people and further their success.
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