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- W1615694748 abstract "While libraries face challenges in building usage of a new medium like streaming video, strategic, active marketing by libraries, with support from vendors, can overcome these challenges. Time‐tested marketing strategies, as well as leveraging new promotional tools can help the library attain the usage that justifies the investment in new media. If you license, with a little help, they will come. Unfortunately, the build it and they will come phenomenon does not apply to library media collections. The active marketing of new library resources is one of the necessary chores to ensure that patrons know about and use the resources. This is especially true about new media formats, and in particular the relatively new resource of streaming media. This paper will look at the challenges libraries face in promoting the use of streaming media collections, and strategies employed by academic libraries to meet that challenge. A Framework for Thinking About Library Marketing Much of the literature related to the marketing of electronic resources for libraries mentions the SWOT analysis (Dubicki 2009, Smith 2011). A SWOT analysis is a structured planning method used to evaluate the strengths, weaknesses, opportunities and threats involved in a project (Rogers, 2001)." @default.
- W1615694748 created "2016-06-24" @default.
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- W1615694748 date "2015-09-22" @default.
- W1615694748 modified "2023-10-03" @default.
- W1615694748 title "You've Licensed It. Now What?" @default.
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- W1615694748 doi "https://doi.org/10.5703/1288284315643" @default.
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