Purpose – The purpose of this paper is to critically examine the potential implications of a recent initiative in public libraries in England that sees commercial direct marketing placed in library books borrowed by users. Design/methodology/approach – The article is a reflective viewpoint around the nature of the librarian‐user relationship and discusses some of the literature in this field. Findings – The paper finds that the initiative potentially endangers a relationship built on impartiality and user needs. Practical implication – The paper analyses a new area of public library policy. Originality/value – Takes a critical approach to a new initiative in public libraries in England.
Library Review – Emerald Publishing
Published: Jun 27, 2008
Keywords: Professional ethics; Direct marketing; Advertising; Public libraries; Library users
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