John Stanley Associates

Strict Rules for Libraries

No peeking, Scholastic, the US publisher of 'Harry Potter and the Deathly Hollows,' the final book in the series by J.K Rowling, has set strict rules for libraries handling the book.  Among them: Libraries must limit the number of emplyees who handle the books before the July 21 release, and provide names and contact information for each branch manager, according to the contract.  A library that fails to keep 'Deathly Hollows' under wraps until it's release could find itself denied embargoed titles in the future.

Ref: International Herald Tribune April 8 2007

They Are The Books We Just Can’t Pick Up

Britons spend an average of £4,000 on books during their lifetime – but fail to read more than half of them, a survey has found.

A lack of time and heavy-going plots are the reasons most people give up on a title.

But many Britons admit they buy books with no intention of reading them, hoping instead to look clever or decorate a room in a literary style.

David Beckham’s autobiography, David Blunkett’s political memoirs and even JK Rowling’s Harry Potter adventures were among the titles that are often left to gather dust.

The survey of 4,000  people commissioned by Teletext, found attention spans have shrunk in the digital age- with 42 percent admitting that they are unable to concentrate on books.

Just 24 percent have the time to read everyday, with 48 percent saying they are normally too tired.  Vernon God Little by DBC Pierre, was the most common unfinished book, followed by Harry Potter and the Goblet of Fire, James Joyce’s Ulysses, Captain Corelli’s Mandolin by Louis De Bernieres and David Mitchell’s Cloud Atlas.

Salman Rushdie’s Satanic Verses, the Alchemist by Paul Coelho, Leo Tolstoy’s Ware and Peace, the God of Small Things by Arundhati Roy and Dostoevsky’s Crime and Punishment completed the top 10.

The Blunkett Tapes headed the non-fiction list.

Ref: International Express 20 March 2007

Catwalks and Book Cells – What is your point of difference?

By John Stanley

In previous articles I’ve often discussed the fact that Libraries need to provide an experience for consumers and that they have to attract new people into the Library.  The traditional technique of council flyers are ignored by many people, if you want new patrons you’d better come up with some original ideas.

I was recently in Las Vegas to speak at a conference.  I have admired the library service in that city for some time; they always have some original ideas.

I was sitting in the airport waiting for a flight when I noticed a light billboard in the terminal promoting the library.  Statistically, 1 in 4 Americans visit Las Vegas each year, so this billboard would have huge exposure.  I’m not sure how many travellers to the casino city will be encouraged to go to the library, but I admire the library for competing aggressively in such a cluttered marketplace.

But, back to the title of this article.

Have you created a Manga Café in your Library?

By John Stanley

Globalisation means different things to different people.  To some it is the march of Wal-Mart, MacDonald’s or Starbucks across the globe, to others it is identifying opportunities from around the world and adapting them to suit your own culture and market.

I was recently in Japan to speak at a conference.  I used the opportunity to check out various aspects of retailing.  The most confusing place to me is a bookshop.  The ones I visited were full of comics.  The Japanese love their comics and especially Ninja Turtle and comrades, but also fiction and non-fiction books were presented in a comic format.  It worked; some of the busiest stores I visited were bookshops.

Flash forward four weeks and I’m walking through the Latin quarter of Paris and discover a small store in a side street, “Manga Café”.  I was drawn in instantly.  The owner informed me that her son had identified the popularity of Japanese comics and was convinced that a similar market was available in France.  He translated Japanese comics into French and established Europe’s largest Japanese comic store.  The target was French youth who, like many Europeans, have been brought up on comic book characters.

Casanova was a Librarian!

This may not shock you, but it surprised me and thank you to Nottingham County Council libraries and the local pub for providing the information ..... let me explain.

Nottingham had a major problem, they were finding it difficult to attract youth into their libraries. They found that youth preferred the pub to the library. Therefore when it comes to target marketing, the pub was the obvious place to go. The marketing arm for the library service had two challenges, how to get the attention of a youth in a pub. Plus create a win:win situation for publican and librarian.

The answer was a beer mat, the library developed beer mats and offered them to local pubs. This provided the pub with a local feel and free beer mats and the youth market was presented with a message in a surprising place.

Todate they have produced three styles of beer mats, one to  coinside with the World Soccer finals and then one on Band Aid concerts plus one on Casanova.

I think this is an excellent example of target marketing that has encouraged the library and librarian to get out of the library and to meet their potential consumer.

Well done to Nottingham and the team.

Change – It’s happening in Japan

In October I was invited to Japan to present a conference paper.  For those who have not been to Japan, travelling on your own, not knowing the language, can be a real challenge.

I based myself in Tokyo and had the opportunity to visit two regional libraries, a real challenge.  From the outside they were forbidding looking buildings, complete with security guards at the door.

Compare this with Tsutaya.  A store open from 8.00am to 2.00am that sells books, DVD’s and coffee; Japans version of ‘Borders’.

A walk around Tokyo gives the impression this is a young society, a group of people who I did not see in a library, but did see in Tsutaya.

Part of the challenge in Japan is the view of many people is that they don’t read books, they look at comics.  This is the land of the comic with shelf upon shelf of them in newsagents.

Road Building for Libraries

By Fiona Emberton

Those who know me are used to me banging on about the things I feel most passionate about in the library – collections and spaces. When faced with budget cuts (and many of you are feeling that pain at the moment) what is the first thing that has come under the knife for years, and years and years? Yup – it’s the collections and space.

Libraries, the Future and the Vision - Why Librarians Need to Lead the Way

By John Stanley

I recently worked with a Council who were developing a new library and I was asked in by the Librarians to provide some visionary direction.

To maintain confidentiality, I will not name the organisation, but while working with them, it dawned on me that libraries are different to retail establishments, but not for the reasons that first came to mind.

Retail Vision

When working with retailers, the vision for the future is normally set at the top.  They have an understanding of consumers and where and how they want their business to develop.  My role, as a Consultant, is often to fine-tune their visionary concepts and often to convince team members of how they will fit into the new concept. It is often middle management that holds back retailers.

Library Vision

In the project I worked on, the Librarians have loads of ideas and vision.  They understood their customers and the need to attack consumers (those who were not walking in the door at present).

They were aware of all the jigsaw pieces that had to go together, even if they were unsure about how they would be put together.

Libraries - The Future and the Vision

By John Stanley

I recently worked with a Council who were developing a new library and I was asked in by the Librarians to provide some visionary direction.

To maintain confidentiality, I will not name the organisation, but while working with them, it dawned on me that libraries are different to retail establishments, but not for the reasons that first came to mind.

Retail Vision

When working with retailers, the vision for the future is normally set at the top.  They have an understanding of consumers and where and how they want their business to develop.  My role, as a Consultant, is often to fine-tune their visionary concepts and often to convince team members of how they will fit into the new concept. It is often middle management that holds back retailers.

Library Vision

In the project I worked on, the Librarians have loads of ideas and vision.  They understood their customers and the need to attack consumers (those who were not walking in the door at present).

They were aware of all the jigsaw pieces that had to go together, even if they were unsure about how they would be put together.

They were enthusiastic and keen to make the changes.  In business terms we had a team of middle managers who were well in tune with what had to be done.

I then met senior management, which included the architect and financial planners for the project.  Was I in for a shock?  Here were senior managers who had no idea of what consumers were asking for.  They had no idea what the jigsaw pieces were, never mind how to put them together.

I had to start with the basics on what was the role of the library in the future and how this had to be achieved within the already agreed financial budget.

It dawned on me, this is the difference.  In retailing. the vision normally filters down.  Often, in libraries the vision has to filter up.

Are You Making the Most of Your Transition Zone and Foyer?

Are You Making the Most of Your Transition Zone and Foyer?

By Fiona Emberton

You may have read Fiona’s earlier article on the importance of developing different services for both the ‘hunter’ and the ‘gatherer’.  This update will further develop the concept for practical use in your service. At John Stanley Associates, we have a three-pronged innovation principle;

1. Stress – reduce it for the customer ( and team!)
2. Delight your customer
3. Consistent delivery

This article demonstrates methods to achieve these.

Background; research shows that most men are hunters and prefer little interaction when coming to the library or shop. They like to be able to find what they need easily through clear sightlines and signage, they like their ‘men’s shed’ with coffee, magazines, sitting by themselves and watching the news. They like self-service.
Gatherers tend to be women and prefer social interaction, browse rather than seek, enjoy displays and exploring retail spaces.

Here are some practical ways to service the hunters, or busy people.