2121stst Century Libraries Century Libraries Internationally:Internationally:

The Challenges and The Challenges and OpportunitiesOpportunities

Roberta A. StevensRoberta A. Stevens

PresidentPresident

American Library AssociationAmerican Library Association

The Backdrop: “A Perfect The Backdrop: “A Perfect Storm”Storm”

Escalating costsEscalating costs Shrinking financial supportShrinking financial support Consolidation of materials and sourcesConsolidation of materials and sources Surging usageSurging usage Growing demands for serviceGrowing demands for service Increased expectations about the level Increased expectations about the level

of serviceof service

The 20The 20thth Century Model Century Model

Manufacturing and agriculture Manufacturing and agriculture dominated (particularly in the early to dominated (particularly in the early to mid-century)mid-century)

Work was generally routine and “hands-Work was generally routine and “hands-on”on”

Individuals had one or two jobs in their Individuals had one or two jobs in their lifetimes (usually at the local level)lifetimes (usually at the local level)

The organizational structure was top-The organizational structure was top-down and hierarchical down and hierarchical

Being educated meant pursuing formal Being educated meant pursuing formal degreesdegrees

The 21The 21stst Century Century Job competition is globalJob competition is global Hold numerous jobs in a lifetimeHold numerous jobs in a lifetime The organizational culture is multifaceted: The organizational culture is multifaceted:

bottom-up, top-down, and side-to-sidebottom-up, top-down, and side-to-side A growing expectation of expertise in A growing expectation of expertise in

several or more rapidly changing fieldsseveral or more rapidly changing fields Flexibility, adaptability, and technological Flexibility, adaptability, and technological

and interactive skills are viewed as and interactive skills are viewed as essential attributesessential attributes

Lifelong and self-directed learningLifelong and self-directed learning LIBRARIES HAVE A KEY ROLE IN THE 21ST LIBRARIES HAVE A KEY ROLE IN THE 21ST

CENTURYCENTURY

2020thth Century Institutions Century Institutions Responded to 20Responded to 20thth Century Century

ProblemsProblems Invisible and ubiquitous communications Invisible and ubiquitous communications

have replaced cumbersome logistics and have replaced cumbersome logistics and limited communicationslimited communications

Niche versus mass marketing is growingNiche versus mass marketing is growing Centralized management is being Centralized management is being

superseded by self-organizational superseded by self-organizational structuresstructures

The Library as a 21The Library as a 21stst Century Century “Platform” Institution“Platform” Institution

Institutions flourish when they solve Institutions flourish when they solve people’s and communities’ problems people’s and communities’ problems by:by: Enabling the exploration of optionsEnabling the exploration of options Informing the selection of satisfying Informing the selection of satisfying

choiceschoices Giving people access to the tools of Giving people access to the tools of

participation and collaborationparticipation and collaboration Facilitating the formation of ad hoc, short-Facilitating the formation of ad hoc, short-

term and long-term communities to term and long-term communities to address specific concernsaddress specific concerns

Key Concepts in Library DesignKey Concepts in Library Design

The shift from buildings constructed The shift from buildings constructed around library operations and services to around library operations and services to facilities that reflect how people learn facilities that reflect how people learn and interactand interact

Spaces for solitary users and Spaces for solitary users and collaborationcollaboration

Connecting people physically and Connecting people physically and virtuallyvirtually

High-quality and attractive facilities with High-quality and attractive facilities with good lighting, comfortable and ample good lighting, comfortable and ample seating, numerous electrical outlets, seating, numerous electrical outlets, wireless access, signage, maps and wireless access, signage, maps and directories, lockers, coffee shops or cafesdirectories, lockers, coffee shops or cafes

The Library as a Place: Physical The Library as a Place: Physical and Virtualand Virtual

24/7 “round-the-clock” access to 24/7 “round-the-clock” access to collections and services, including online collections and services, including online catalogs and databases, digital reference, catalogs and databases, digital reference, and downloadable e-booksand downloadable e-books

Availability of e-lists, blogs, Facebook, Availability of e-lists, blogs, Facebook, Flickr, Twitter, YouTube, iTunes U, and RSS Flickr, Twitter, YouTube, iTunes U, and RSS feeds to reach out and communicate with feeds to reach out and communicate with usersusers

““Fish where the fish are”Fish where the fish are”

The most common The most common question from the media:question from the media:

Why do we need Why do we need libraries in the age of libraries in the age of

the Internet with the Internet with everything online?everything online?

How do we build the How do we build the comprehension of what libraries comprehension of what libraries

do? do? Know user and nonuser audiencesKnow user and nonuser audiences Understand current needs and not the Understand current needs and not the

stated needs of the past (needs analysis)stated needs of the past (needs analysis) Use the information to clarify opportunities, Use the information to clarify opportunities,

align resources with strategies, and guide align resources with strategies, and guide decision makingdecision making

Identify legacy operations and services that Identify legacy operations and services that can be reduced or eliminatedcan be reduced or eliminated

Develop partnerships to maximize Develop partnerships to maximize resources, leverage assets, and build resources, leverage assets, and build goodwillgoodwill

Marketing Your LibraryMarketing Your Library Who are the target audiences and can Who are the target audiences and can

they broken into market segments?they broken into market segments? What are the audiences’ needs?What are the audiences’ needs? Is there a price or cost for the access to Is there a price or cost for the access to

the services?the services? How will the services be distributed and How will the services be distributed and

how convenient is the distribution?how convenient is the distribution? How will the audiences find out about How will the audiences find out about

them?them? What are the benefits to the “customers”?What are the benefits to the “customers”? Can you partner with a business, Can you partner with a business,

organization, or institution in your organization, or institution in your community or on your campus?community or on your campus?

Where is the funding coming from and will Where is the funding coming from and will it be sustained?it be sustained?

2121stst Century Librarians Century Librarians Are “blended” librarians who combine Are “blended” librarians who combine

technological skills with the bedrock values technological skills with the bedrock values of access to knowledge, preserving the of access to knowledge, preserving the human record, intellectual freedom, the human record, intellectual freedom, the right to privacy, and dedication to fostering right to privacy, and dedication to fostering an educated citizenry to sustain democracyan educated citizenry to sustain democracy

Have skills in budgeting and the Have skills in budgeting and the management of human resources and management of human resources and projects as well as the ability to projects as well as the ability to communicate with a wide variety of communicate with a wide variety of audiencesaudiences

Are experts in digital technologies and Are experts in digital technologies and multimediamultimedia

Reflect the shift from the 20Reflect the shift from the 20thth to the 21 to the 21stst century workplacecentury workplace

Be an Advocate for Your Be an Advocate for Your LibraryLibrary

Share your vision of the library’s role with Share your vision of the library’s role with clarity and passionclarity and passion

Frame messages for the target audiencesFrame messages for the target audiences Use data to provide evidence of the value Use data to provide evidence of the value

and impact of your library (the return on and impact of your library (the return on investment)investment)

Tell stories that illustrate your pointsTell stories that illustrate your points Cultivate relationships with users, Cultivate relationships with users,

administrators, and community leadersadministrators, and community leaders Know how to deal with opposition and Know how to deal with opposition and

controversy and answer tough questionscontroversy and answer tough questions Presidential initiatives “Our Authors, Our Presidential initiatives “Our Authors, Our

Advocates” and “Cultivating Your Local Advocates” and “Cultivating Your Local Notables” (ilovelibraries and ALA websites)Notables” (ilovelibraries and ALA websites)

Supplementing the Library’s Supplementing the Library’s Financial SupportFinancial Support

““Frontline Fundraising” online toolkitFrontline Fundraising” online toolkit Formulating a fundraising plan Formulating a fundraising plan Identifying prospects and enlarging the Identifying prospects and enlarging the

base of contributorsbase of contributors Gift opportunitiesGift opportunities Recognizing donorsRecognizing donors Location on ALA’s website: Issues & Location on ALA’s website: Issues &

AdvocacyAdvocacy

Questions for Libraries in the Questions for Libraries in the 2121stst Century Century

Will libraries become museums of the book?Will libraries become museums of the book? What are the symbols that define the role of What are the symbols that define the role of

libraries?libraries? Can we use the experiences and messaging from Can we use the experiences and messaging from

the private sector, media, and entertainment the private sector, media, and entertainment industry to convey a 21industry to convey a 21stst century image? century image?

How do you preserve the iconic status of How do you preserve the iconic status of libraries?libraries?

Why support new or renovated buildings?Why support new or renovated buildings? What are collections’ models with digital What are collections’ models with digital

materials and publisher restrictions?materials and publisher restrictions? What are examples of institutional renewal and What are examples of institutional renewal and

resurgence? What factors enabled this to resurgence? What factors enabled this to happen?happen?

Who were the leadership figures at critical Who were the leadership figures at critical moments?moments?