Library Visits Down?

I recently read an article from The Atlantic titled, “Fewer Americans Are Visiting Local Libraries – and Technology Isn’t to Blame”. Frankly, as a librarian, the title is kind of scary. However, the article isn’t all doom and gloom.  Yes, Pew’s research has shown that there is a legitimate downturn in the visitation of public libraries. Pew correlates that this is due to technological changes and recommends that libraries publicize their non-print services more. However, the article also references a conflicting report from IMLS (Institute of Museum and Library Services) that states that it is more likely that a downward trend in revenues is what is impacting library visitation numbers. IMLS suggests that increasing funding creates visitation growth in a ratio that is higher than the decrease in use that comes from a decrease in library revenues.

It isn’t all bad news. The majority of customers still support their libraries and believe that they are necessary for their communities. In my opinion, neither Pew nor IMLS are completely right or completely wrong. Technological change does impact library use and lacking budgets can affect libraries. But I think there is a third component that isn’t really discussed in detail and that is marketing. I don’t mean marketing as in paying for TV spots and ads in papers, but more of the simple marketing and networking that allows for communities to realize that their libraries are more than just brick and mortar buildings full of books. Libraries are community spaces and as such need to advertise themselves in this way. Our customers want to take advantage of all of our library’s services, but if they don’t know it is available, they will find it somewhere else. Truly being a part of our communities through outreach and interaction is the simplest route we can take to increasing our visitation numbers.

What do you think?