Information Marketing in Public

Libraries: A Case Study in

Darjeeling District of West
Bengal
Debasish Pradhan
Librarian, St. Josephs College,
North Point, Darjeeling-734104.

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.

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.

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.

Marketing Mix

The 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.

S.N.

Component ideas (7 Ps)

Implications (7 Cs)

1.

Product

Community needs, customized services.

2.

Patron

Clients, user community.

3.

Place

Convenience to community

4.

Price

Costing for services

5.

Promotion

Communication with community

6.

personnel

Conducting employees

7.

Physical aspects

Complete environment

SCOPE OF THE STUDY

The study is confined to all types of governmentsponsored 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.

Total no. of libraries in Darjeeling Gorkha Hill Council area

and coverage of survey:
Total no. of libraries:
99

6 Town Libraries

93 Rural Libraries

Libraries surveyed:
74 (74.75%)

6 (100%)

68 (73.12%)

Total no. of libraries in Siliguri Mahakuma Parishad area and

coverage of survey:
Total no. of libraries: 28

1 DL

4 TLs

23 RLs

Libraries surveyed: 15
(53.57%)

3(75%)

12 (52.17%)

Books, periodicals, newspapers, etc. are the

common information products in a public library.
Followings are therefore enquired:
1. Saving time of users through organization of library materials
2. Offering Library timing to be best used
3. Reference service
4. Reading room service
5. Provision of lending service
6. Inter-library loan
7. Referral service
8. Book bank for poor students
9. Newspaper clippings
10. Display of new books
11. Display of periodicals and magazines
12. Customized service
13. Career guidance
14. Information service on community development
15. Post-literacy centre or service to neo-literate readers
16. Adult Education Programme
17. Use of suggestion box

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

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.

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 nonprofit 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.

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.

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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