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A broken relationship: pushing direct marketing to the public library user Editorial

A broken relationship: pushing direct marketing to the public library user Editorial 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Library Review Emerald Publishing

A broken relationship: pushing direct marketing to the public library user Editorial

Library Review , Volume 57 (6): 3 – Jun 27, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0024-2535
DOI
10.1108/00242530810886670
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Library ReviewEmerald Publishing

Published: Jun 27, 2008

Keywords: Professional ethics; Direct marketing; Advertising; Public libraries; Library users

References