Information Marketing in Public Libraries: A Case Study in Darjeeling District of West Bengal

1. Information Marketing in Public Libraries: A Case Study in Darjeeling District of West Bengal Debasish Pradhan Librarian, St. Joseph’s College, North Point, Darjeeling-734104.

2. Why is public library is the subject ? Among the different types of libraries evolved by the society in modern times, public libraries are the most important ones because of: • the geographical area they cover; • the vast and varied user population they serve; • lifelong education they permit; and • the functions they perform.

3. Need for information marketing • To maximize the use of library and information services; • Information is considered a vital resource for social development; • Library and information service is promoted; • Extension of library services is emphasized; • Marketing of information improves credibility, recognition and attachment to the amount of information served.

4. NON-PROFIT MARKETING APPROACH Marketing for non-profit sector is based on voluntary exchange of values with the targeted market in society. Non-profit marketing aims at societal well-being. • literacy for all, • pulse polio programme, • eradication programmes of communicable and non-communicable diseases, • programmes against drug addiction and so on. Marketing and public relations are integrated activities necessary for any promoting activity in organizations including libraries.

5. Marketing MixThe component ideas which all together are important in marketing management are known as ‘marketing mix’.The marketing mix helps to build library and information services very firmly in the perceptions of their communities served.

6. SCOPE OF THE STUDY The study is confined to all types of government-sponsored public libraries, i.e. government-sponsored District Libraries, Town/ Sub-divisional Libraries and Rural /Primary Unit /Area Libraries situated in Darjeeling District of West Bengal.

7. Total no. of libraries in Darjeeling Gorkha Hill Council area and coverage of survey: Total no. of libraries in Siliguri Mahakuma Parishad area and coverage of survey:

8. Books, periodicals, newspapers, etc. are the common information products in a public library. Followings are therefore enquired: • Saving time of users through organization of library materials • Offering Library timing to be best used • Reference service • Reading room service • Provision of lending service • Inter-library loan • Referral service • Book bank for poor students • Newspaper clippings • Display of new books • Display of periodicals and magazines • Customized service • Career guidance • Information service on community development • Post-literacy centre or service to neo-literate readers • Adult Education Programme • Use of suggestion box

9. Extension services enquired are: • Organization of branch library • Organization of quiz, debate, seminar, etc. • Participation in local fair and exhibition • User education and information literacy programme • Organization of mobile library

10. Publicity aspects enquired are: • Advertising the name of library in local magazine, souvenir, etc. • Cultivating press and media for positive image (success stories, new achievement, interview of Librarian, etc.) • Offering some memento/gift to a local student for good result, in a local programme, on behalf of library; • Celebration of Bhanujayanti /Rabindrajayanti, Library Foundation Day, Independence Day, etc.; • Conferring ‘BEST USER AWARD’ regularly; and • Publishing articles on the library, local information, etc.

11. The pricing aspect: Price is vital component in marketing mix, but for many in library profession, it will be the most difficult to consider. Pricing of information services and products is relatively a new concept. Pricing system helps to avoid misuse and to keep attachment to the information supplied. However, libraries as the non-profit organizations pose difficulties in pricing of their services. Price is, therefore, rarely used as a promotional tool by librarians and information professionals. Standard economic equation and calculations are only part of the strategic decision-making process and cost-benefit-analysis for library and information professionals that how much is the budget and costing of the services and how much is the benefits attained, i.e. how many products and services may be offered. Price does not necessarily imply cash value. The price paid to libraries would be in terms of recognition achieved.

12. Observation: • Most of the Librarians and other supporting personnel in the public libraries in Darjeeling district are active and enthusiastic and they are promoting libraries in serving information. • Public libraries as the social institutions and purveyors of knowledge and information have made an enduring impact on the consciousness of common people. • An encouraging trend is observed that Librarians identify themselves as the intermediaries in information communication business and much enthusiastic to apply the marketing principles in order to understand the customers properly.

13. Conclusion: There are many challenges to the implementation of marketing of information and promotion of services in public libraries. The challenges are apparently more critical when marketing of information is concerned with information enabling technologies, and when some of the areas do not have electricity, telecommunication and Internet connectivity. Implementation may however be possible step by step.

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15. References: • Ganguly, S. and Kar, Debal C. 2002. Marketing - a critical policy for today’s information center. DESIDOC Bulletin of Information Technology. 22(3); May 2002; p.15-25. • Janakiraman, M. Marketing mix in the context of library and information products and services. DESIDOC Bulletin of Information Technology. 18(3); May 1998; p.11-19. • West Bengal. Directorate of Library Services. 2002. List of West Bengal Government sponsored public libraries (in Bengali). Kolkata : The Directorate, 2002; p.60-74. • Kumar, Krishan. 1992. Research methods in library and information science. New Delhi : Vikas Publishing, 1992; p.121-173, 174-190, 256-265. • Pradhan, Debasish and Tripathi, Tridib. Public libraries : information marketing and promotion (a special reference to Darjeeling District of West Bengal). Kolkata : Levant Books, 2010; p.148-189. • West Bengal. Department of Mass Education Extension. 2007. Annual report of the Directorate of Library Services, West Bengal : 2004-2005. Kolkata : The Department, 2007; p.7-8.

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