An article about the University of Minnesota's efforts to lure in undergraduates outlines the creative steps librarians have taken to compete for students' interest. Like other university libraries, UM librarians aimed to address the particular needs and preferences of undergrads by adding a coffee bar, comfy chairs and more computers. Most interesting, UM spent 18 months developing an "Undergraduate Virtual Library," chock full helpful resources tailored to undergraduates including an assignment calculator and a Google-esque search interface. Excellent! If anyone knows more details about this project, I'd love to hear about how this developed. Talk about marketing in action!