Newsletter No. 99
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Free Pint
"Helping 43,000 people use the Web for their work"
http://www.freepint.com/
ISSN 1460-7239 1st November 2001 No.99
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IN THIS ISSUE
EDITORIAL
MY FAVOURITE TIPPLES
from Shirl Kennedy
FREE PINT BAR & STUDENT BAR
In Association with Factiva
a Dow Jones & Reuters Company
Reviewed by Simon Collery
JOBS
Librarian, Implementation Manager
Sales Executive - Customised Products
Junior Consultant/Researcher, Information Manager
FREE PINT REGULARS
TIPS ARTICLE
"Web Sources for Climate Change and Emissions Trading"
By Anne Ku
BOOKSHELF
"Information Marketing"
Reviewed by Helen Clegg
FEATURE ARTICLE
"Marketing Library and Information Services"
By Sheila Webber
FACT, EVENTS, GOLD AND FORTHCOMING ARTICLES
CONTACT INFORMATION
ONLINE VERSION WITH ACTIVATED HYPERLINKS
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ADOBE ACROBAT VERSION WITH NEWSLETTER FORMATTING
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KNOWPEOPLE
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KnowPeople takes the hard work out of finding people information by
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>>> ABOUT FREE PINT <<<
Free Pint is an online community of information researchers. Members
receive this free newsletter every two weeks packed with tips on
finding quality and reliable business information on the Internet.
Joining is free at <http://www.freepint.com/> and provides access to
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EDITORIAL
As Free Pint is continuing to grow at quite a rate, with 1300 new
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In today's Free Pint we have some smashing articles on timely themes.
Following the recent proposed ratification by the EU of the Kyoto
Protocol and emissions trading system, the tips article looks at Web
resources relating to climate change and emissions trading. Meanwhile,
the feature article and book review both follow the theme of marketing
information and library services. There are some great reader tipples,
and of course our run-down of the latest research requests at the Bar.
We really hope you enjoy today's edition of Free Pint and will share
it with your colleagues and friends.
Best regards
William
William Hann, Founder and Managing Editor
Email: <william@freepint.com> Tel: +44 (0)1784 420044
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>>> NEW: DETAILED REPORTS ON ALL UK COMPANY DIRECTORS <<<
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MY FAVOURITE TIPPLES
from Shirl Kennedy
* Romenesko's Media News <http://www.poynter.org/medianews/index.cfm>
Weblog by media critic Jim Romenesko which chronicles "news about
the news". Updated throughout the day, with links to relevant
stories and commentary by Media News readers.
* Magportal <http://www.magportal.com/> - Search for the full text of
magazine articles freely available online or browse by subject
category. Covers a wonderfully eclectic mix of publications --
everything from Advanced Manufacturing to Wired.
* TV Guide Online: TV Listings <http://www.tvguide.com/listings/>
One son loves sports and the other loves classic, independent and
foreign films. The digital cable subscription has a zillion
channels. Who can keep track of what's on when?
* BoardReader <http://www.boardreader.com/> - Search 732,456 online
forums and message boards, or drill down through subject categories.
Useful to supplement consumer-type reviews; see what others are
saying before you lay your money down.
* SpyOnIt <http://www.spyonit.com/> - "Tell a 'spy' what to watch for
on the Internet and when something changes, it reports back to you
wherever you are: by email, instant message, mobile phone or PDA."
Fab-oooo!
Shirl Kennedy, a librarian and journalist, is Web Guide Manager for
Business 2.0 <http://www:business2.com/>. She also writes the
Internet Waves column for Information Today
<http://www.infotoday.com/it/itnew.htm>.
Tell us about your top five favourite Web sites. See the guidelines at
<http://www.freepint.com/author.htm> and email <simon@freepint.com>.
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is a stress free service." Internet Resources Newsletter
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FREE PINT BAR
In Association with Factiva
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Reviewed by Simon Collery
<http://www.freepint.com/issues/011101.htm#bar>
Free Pint Bar <http://www.freepint.com/bar>
-------------------------------------------
[Note: To read a posting enter the message number in place of
XXXXX in the address http://www.freepint.com/go/bXXXXX ]
It's great when you see a message going up in the Bar and then a
reply goes up a very short time later. Someone looking for the
publisher of a certain magazine got the answer in less than fifteen
minutes (13397). A request for the source of a quotation was answered
in a few hours (13391). And the required contact details for a
specific company were supplied by someone who had direct dealings
with it (13416).
Similarly, the responses to a question about suspect offers have been
pretty useful (13554). It's good to be reminded how many scams there
are going round. And there was some sage advice for people working in
non-profits who want to improve their information management function
(13427).
There are so many sites and services on the Web that it is wise to
ask the opinion of others before making a choice about which one to
use. Unfortunately, no Free Pinter appears to have an opinion on
either the UK Fantastic ISP (13411) or the research site, 1jump
(13507). But if you have heard of either of these, do get in touch. I
looked briefly at 1jump and didn't feel a great urge to return.
The overwhelming majority of postings in the last couple of weeks
have been about Web resources. Subjects range from library usage
statistics (13473), aerospace libraries (13447) and consumer law
journals (13410) to European press releases (13606), UK motorway
traffic flow figures (13499), the Egyptian king, Horemheb (13444) and
latitude and longitude co-ordinates (13539).
We are still waiting to hear about resources for the pharmaceutical
industry (13581), planning competitions (13563) and free Web hosting
for non-profit sites (13451).
Researchers have been looking at requests that have been made to
falsify results (13429), archive longevity (13457), guidelines for
establishing an archive (13400), information about solicitors
qualified to practice in Ireland and the UK (13551), total quality
management (13501) and support groups for technical information
centre employees (13517).
Ecommerce has been on the agenda too. There were questions about
ecommerce newsletters (13396), using the Internet as a business tool
(13401), UK ebilling statistics (13572), UK greeting card publishers
(13450) and established ways of measuring ecommerce conversion rates
(13601).
Financial matters were on the minds of some with postings about
software for calculating bank interest charges (13627), blue chip
companies' expenditure on capital projects (13556), historical
foreign exchange rate data (13602) and numbers of people investing in
the Swedish, German and Japanese stock markets (13513).
Among the industries covered were energy (13493), rail transport
(13460), specialist dietary food (13622), UK paint manufacturing
(13386) and sports (13438).
There were a few job related postings about secretarial sites
(13515), agencies that specialize in finding work for people over
sixty (13510) and work permits in Holland (13448).
As usual there have been quite a few technical questions about slow PC
performance (13486, 13533), ASPs (13527), error messages on startup
(13508), writing Excel formulae (13494), moving from Mac to Windows
(13536), OLE links (13530), page numbering in PowerPoint (13471),
putting postcode data on Web sites (13521), using SharePoint (13621)
and the advantages of XML for intranets (13578).
And finally, there were miscellaneous postings about domain names
(13452), identity theft (13564), glycol detection (13616), iodine
(13618), Victorian gardening (13415) and a TV series called "Sunset
Song" (13612). And I reviewed an invisible Web search tool (13480)
and a tool for finding phrases and phrase information (13588).
Free Pint Student Bar <http://www.freepint.com/student>
-------------------------------------------------------
[Note: To read a posting enter the message number in place of
XXXX in the address <http://www.freepint.com/go/sXXXX>]
Students have been researching graphical user interfaces (1941),
historic GDP figures (1903), universal aspects of Web design (1910),
Internet technologies used for business information services (1914),
prison libraries and careers centres (1919) and landfill sites
(1920).
They've also been looking into sports resources that could be used in
a virtual library (1928), the influence of national culture in ERP
implementation (1934) and the effects of Internet bookshops on the
book industry as a whole (1938).
Other postings have been about the graduate job market (1908),
cataloguing video clips (1921), choosing MBA fields (1923), UK
colleges with courses in networks and distributed systems (1915) and
why some universities' courses don't appear in a list of business
studies course rankings (1916).
Simon Collery, Content Developer <simon@freepint.com>
If you have a tricky research question or can help other Free Pinters
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FREE PINT JOBS
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Free Pint Jobs has details of many information-related vacancies.
Whether you're searching for a new job or have a position to fill then
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Take firm into new market areas, develop business with vendors,
publishers and in industry. Can be based anywhere in UK, travel to US.
Recruiter: Sue Hill Recruitment and Services Limited
Information Manager <http://www.freepint.com/go/j1449>
Managing Senior Researchers, developing strategy, high level
promotion of services and advanced in-depth research.
Recruiter: Glen Recruitment
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One year contract to project manage implementation of new corporate
computer system for leading medical charity.
Recruiter: Sue Hill Recruitment and Services Limited
Librarian <http://www.freepint.com/go/j1450>
With 4+ years experience to combine traditional library skills and
Business/Finance Information Research.
Recruiter: Glen Recruitment
[The above jobs are paid listings]
Candidates: It is free to search Free Pint Jobs and you can set up a
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Recruitment agencies can also automatically upload all their jobs.
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TIPS ARTICLE
<http://www.freepint.com/issues/011101.htm#tips>
"Web Sources for Climate Change and Emissions Trading"
By Anne Ku
The subject of "climate change", also known as "global warming",
conjures up images of radical weather movement and stirs up
controversies that reflect both scientific and political
uncertainties. For the most part, the international community agrees
with the existence of global warming and its far-reaching impacts.
However, the world is divided on effective ways to prevent or slow
down its occurrence and effects.
An important message from a new book by the Pew Center on Global
Climate Change <http://www.pewclimate.org> entitled Climate Change:
Science, Strategies, & Solutions says that the climate is changing
and will continue to change as a result of increased greenhouse gas
concentrations in the atmosphere. Despite the many uncertainties, the
effects are profound.
Kyoto Protocol
--------------
The Kyoto Protocol is the main treaty that addresses the mandatory
reduction of all six greenhouse gases. One way is through market-
based mechanisms, such as emissions trading (explained later in this
article). The full text of the Kyoto Protocol is located on the web
site of United Nations Framework Convention on Climate Change (UNFCCC)
<http://www.unfccc.de>. On a historical note, the UNFCCC, which
preceded the Kyoto Protocol (drafted in 1997), came into force
in March 1994 but only required voluntary reductions. See
<http://www.iisd.ca/climate/fcccintro.html> for clarification.
To date, the Protocol has not been ratified. However, on 23 October
2001 the European Union adopted a major package of initiatives to
combat climate change, comprising of a proposal for the EC to ratify
the Kyoto Protocol; a draft Directive on greenhouse gas emissions
trading within the EU; and a Communication setting out further
measures for reducing greenhouse gas emissions. See European Union
Online <http://europa.eu.int/> for more information.
In May 2001, I set out to write an article on carbon emissions trading
at a time when the future of the Kyoto Protocol was not at all
certain. The lack of resolution at the COP6 meeting in The Hague in
November 2000 coupled with the subsequent US pull-out from the
Protocol cast a dark shadow over the treaty's future. Rather than
presenting the opposing views, I focussed the 8-page feature on what
companies were doing about global warming, in spite of the great
scientific and political uncertainties. Under most uncertain
circumstances, people would gather more information or wait and see.
In this case, the leading energy companies were actively taking action
to measure (inventorise), reduce, and control carbon emissions.
Web Search Strategy
-------------------
Precisely because of the complexity of this subject, the Web provides
a haven for the inquiring mind. When I began my research into this
area, I first consulted industry experts who pointed me to several
good links. However, even without their help, the non-expert can use
search engines like AlltheWeb <http://www.alltheweb.com> to search for
keywords such as "climate change" and "global warming." The results
will keep you very busy indeed.
In general, the best place to start on the Web is a good search engine
or a good portal. Use a search engine if you know what you're looking
for, such as the tremendous amount of jargon in the Kyoto Protocol.
Use a portal to make sense of the volume of information scattered all
over the Web.
Portals and Dedicated Sites
---------------------------
Portals are point-of-entry sites that lead you to many places.
Powered by WorldNews.com <http://www.wn.com>, the portal Pollution.com
<http://www.pollution.com> contains a wealth of up-to-date news and
information in categories related to the environment and environmental
concerns. In the middle part of the screen, the headlines are linked
to international news sources where you can get the entire story.
Along the left and right-hand sides are links to web sites. This set-
up is useful as a directory. From here you can get to organisations
most concerned about the environment. Under the Environment heading
is a link to Global Warming <http://www.globalwarm.com> which is a
portal to topics specific to global warming. Calling itself "the
premier climate change portal", Climate Ark
<http://www.climateark.org> breaks down the subject of climate change
into an introduction, observations, and potential impacts. The
sections are very readable and the news links impressive - but it's
hardly a portal, in the usual sense of the word.
Several entities have bothered to create very informative and
educational sites to help newcomers climb up the steep learning curve.
Among the newer ones are CO2E.com <http://www.co2e.com> and Green
Energy <http://www.greenergy.com>. Calling itself the "Global Hub for
Carbon Commerce," CO2E.com has an extensive FAQ of climate change
which can be downloaded as a PDF file or viewed online via links to
the questions. The novice can start here with comprehensible answers
to questions such as "What is the Kyoto Protocol" and "What is the
science behind climate change".
Another new commercial site, Greenergy (in German and English) also
has educational sections on climate change basics which can be reached
by clicking on "Carbon Advisory."
News and Newspapers
-------------------
Online newspapers and broadcast stations carry some of the easier-to-
digest pieces on climate change. The latest news about climate change
and policy proposals will give you a better sense of current
priorities. Top newspapers have online presence with invaluable
searchable archives. The New York Times <http://www.nytimes.com>
displays headlines and abstracts, but only articles less than a week
old are free to view for those that have registered. It has a very
good coverage of the latest dialogue on climate change, both on the
science and the politics (Kyoto Protocol). The archive at Financial
Times <http://www.ft.com> is searchable and entirely free. So are the
BBC <http://www.bbc.co.uk>, CNN <http://www.cnn.com>, and other TV
channels. The Washington Post at <http://www.washingtonpost.com> goes
one step further, allowing you to specify the time period of your
search. The popular American newspaper USA Today at
<http://www.usatoday.com> gives more educational articles with longer
shelf lives, all free of course.
The monthly publication Environmental Finance
<http://www.environmental-finance.com> has a selection of feature
articles on the impact of environmental issues on the financial
sector, especially on emissions trading. The non-profit Center for
the Study of Carbon Dioxide and Global Change publishes the weekly CO2
Science Magazine whose abstracts are contained at
<http://www.co2science.org>. The International Institute for
Sustainable Development <http://www.iisd.ca/climate> has very useful
links for policy makers, including daily coverage of the meetings
under UNFCCC.
Company Sites
-------------
Web sites of large energy companies that are proactive in doing
something about their carbon emissions are worth a visit. Among these
are BP <http://www.bp.com> whose search engine takes you to a variety
of documents on climate change, policy, emissions trading, and what
they're doing about it. The Royal Dutch/Shell Group
<http://www.shell.com> is another global energy company active in this
pursuit - click on "Environmental Issues and Performance" from its
home page, and you will see a number of related topics. In addition
to educational pieces, it also includes negative feedback from its
customers under "Environmental Viewpoints".
Think tanks, consultancies, academic institutions, and government
sites are probably the best places to hunt for extensive articles on
the subject.
Think tanks include Competitive Enterprise Institute
<http://www.cei.org/WarmingIndex.asp>, Tellus Institute
<http://www.tellus.org>, Stockholm Environment Institute
<http://www.sei.se>, and Royal Institute of International Affairs
<http://www.riia.org>. The US Environmental Protection Agency
<http://www.epa.gov/globalwarming> has extensive information on the
environment, including global warming. ICF Consulting's
<http://www.emissionstrategies.com> contains useful information for
corporations, including tools for carbon risk management. The Pew
Center on Global Climate Change <http://www.pewclimate.org> has good
links at <http://www.pewclimate.org/policyguide/glance_resources.cfm>.
Non-government lobby and interest groups such as World Wildlife Fund
<http://www.worldwildlife.org/climate/climate.cfm> and Green Peace
<http://www.greenpeace.org> also contain information on climate
change, a subject close to their hearts.
Emissions Trading
-----------------
The term "emissions trading" originated with the trading of sulphur
dioxide permits in the US in the early 1990's. Experience of "cap and
trade" has shown that market-based mechanisms for controlling and
reducing the amount of pollutants work because the true value is
determined by supply and demand, and markets can allocate the permits
more efficiently than command and control methods such as taxation.
As such, there is a growing body of professional traders (SO2 and then
NOx) who are fluent with emissions trading. For more information,
read the case studies at the Emissions Trading Education Initiative
<http://www.etei.org>. The site <http://www.emissions.org> belongs to
the International Emissions Marketing association which is a US-based
trade association for "traders, brokers and utilities, all seeking to
buy, sell and trade their emission allowances, credits, offsets,
emissions reduction credits, and more for SO2, NOx and other
regulated emissions."
Several initiatives for carbon emissions trading are in the works,
including the previously mentioned CO2E.com and Greenergy. Chicago-
based Environmental Financial Products LLC is largely
responsible for the genesis of the Chicago Climate Exchange
<http://www.chicagoclimateX.com> now in the design phase, with almost
forty companies involved (including Ford, DuPont, Cinergy,
International Paper etc.). Envifi.com also contains links to
excellent published work by its staff specialists.
Final Word
----------
As carbon risk management and carbon accounting become standard
practice for companies, tools like Bonneville Environmental
Foundation's web-based CO2 calculator <http://www.b-e-f.org> will
become more prevalent on the Web. Until then, the Web remains an
essential repository of articles, news, and feedback fuelling the
ongoing debate on climate change.
> - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
A passionate believer in the 3 R's (Re-duce, Re-use, and Re-cycle in
that order of priority), Anne Ku writes for Global Energy Business, a
bi-monthly energy publication of Platts, a McGraw-Hill company. Her
article entitled "Volunteering to fight global warming" can be found
at <http://www.platts.com/business/issues/0107/0107geb_globalwarm.shtml>.
Interested readers may also like to visit
<http://www.analyticalq.com/energyn> for related articles and links.
> - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Related Free Pint links:
* "Environment" articles and resources in the Free Pint Portal
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<http://www.freepint.com/issues/011101.htm#tips>
* Post a message to the author, Anne Ku, or suggest further
resources, at the Free Pint Bar <http://www.freepint.com/bar>
* Access the entire archive of Free Pint articles and issues
<http://www.freepint.com/portal/content/>
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"Information Marketing"
Written by Jennifer Rowley
Reviewed by Helen Clegg
In today's challenging business environment, companies and
organizations that have a adopted a marketing orientation are more
likely to survive than those that have not. In the library and
information marketplace, there are few organizations that understand
the benefits of strategic marketing and practice it. Jennifer
Rowley's book, "Information Marketing" fills a much-needed gap in the
literature, explaining marketing within the context of organizations
operating in the information marketplace.
The book is divided into ten chapters and covers all the classic
marketing concepts, from the marketing mix, products, customers and
customer relationships, branding and corporate identity, to marketing
communications, pricing policies, collecting marketing data, marketing
strategy and planning. The aims of chapters are clearly stated at the
beginning of each one and the author makes excellent use of figures to
illustrate the marketing theory being discussed. Where appropriate,
these figures put the theory in an information context, which is one
real advantage of this book. For example, in the section on core,
actual and augmented products, the author provides a useful figure
listing the services/products offered by Bath University Library and
in Chapter Three, which looks at customers, one of the figures
outlines some characteristics for segmenting users of information.
The practical nature of the book is further underlined by the
inclusion of reflection points in all the main sections. These are
very useful and give the reader an opportunity to think through the
material and apply the ideas presented to their own information
environment. For example, in Chapter Nine, which reviews the
collection of marketing data, the reflection point asks readers how a
school library might use focus groups not only to encourage the use of
the service, but also to better understand why the service is not
being used as much as it could be. Another reflection point, which
follows a discussion on the promotional mix, aims to get readers to
rewrite a number of objectives in terms that apply to a library
seeking to promote its services to users. Readers who want to delve
further into marketing theory will find the references and further
reading lists at the end of each chapter useful.
Although the book is aimed at a very wide audience, from information
studies students to professionals working in varied organizations that
make up the information industry, this does not make it any less
readable. Indeed, the book is suitable for anyone who needs to
understand more about information marketing or brush up on the subject
and it would be a worthy addition to every reference shelf.
> - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Helen Clegg is Market Analyst with RR Donnelley & Sons Company Europe,
in Amsterdam. She holds an M.Sc. in Library and Information Studies
and has worked for a number of organizations in Europe including Bain
& Company, BNFL plc and AT Kearney Ltd. Helen can be contacted at
<Helen.Clegg@rrd.com>. She writes here in a personal capacity.
> - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Related Free Pint links:
* Find out more about this book online at the Free Pint Bookshelf
<http://www.freepint.com/bookshelf/infomarket.htm>
* Read customer comments and buy this book at Amazon.co.uk
<http://www.amazon.co.uk/exec/obidos/ASIN/0566082225/freepint0c>
or Amazon.com
<http://www.amazon.com/exec/obidos/ASIN/0566082225/freepint00>
* "Information Marketing" ISBN 0566082225 published by Ashgate
Publishing and written by Jennifer Rowley.
* Search for and purchase any book from Amazon via the Free Pint
Bookshelf at <http://www.freepint.com/bookshelf>
* Read about other Internet marketing books on the Free Pint Bookshelf
<http://www.freepint.com/bookshelf/marketing.htm>
To propose an information-related book for review, send details
to <bookshelf@freepint.com>.
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FEATURE ARTICLE
<http://www.freepint.com/issues/011101.htm#feature>
"Marketing Library and Information Services"
By Sheila Webber
"'National Library Week is a great time to remind people about the
value of a free library card,' says Mrs. Bush, a former librarian.
'Libraries are community treasure chests, loaded with a wealth of
information available to everyone, equally, and the key to that
treasure chest is a library card.'"
See The First Lady of the USA, launching the American Library
Association's 2001 campaign
<https://cs.ala.org/@yourlibrary/launch2001.cfm>.
Having an ex-librarian as spouse of your country's Top Person is
serendipity. However, making sure that she says what you want, when
you want, in front of the right people, could be counted as good
marketing. Increasingly, librarians have become aware that marketing
is not just about selling, and have become more interested in using
marketing to provide better services. This article pinpoints a few
general marketing resources and then describes resources specific to
library and information sectors. The emphasis is on free stuff.
Marketing in General
--------------------
General marketing sites can be useful in terms of learning about
principles and practice, trends (especially as concerns Internet
marketing) and picking up ideas. The only warning is that some sites
(*particularly* Internet marketing ones) are heavily into jargon.
This is an area where there is volatility as regards "free or fee".
For example, some useful academic sites which used to be freely
accessible have become password protected, and Centaur's MAD site
<http://www.mad.co.uk/> (Marketing Week & Precision Marketing) now
only offers free access to current stories. People can get good money
for writing books about marketing, so such books don't tend to be
lying about free on the web. If you want to learn about marketing from
scratch, I think it's worth investing in a good, recent textbook e.g.
anything by Philip Kotler, or Sally Dibb et al.'s "Marketing:
concepts and strategies" 4th European ed., published by Houghton
Mifflin in 2000.
There are various portals relevant to marketing. For example the
University of Texas' Advertising World has links divided into
numerous categories <http://advertising.utexas.edu/world/>. The UK's
Social Science Information Gateway of annotated links (SOSIG) has a
marketing section
<http://www.sosig.ac.uk/roads/subject-listing/World-cat/market.html>.
Some sites focus particularly on e-marketing. Wilson Internet's
<http://www.wilsonweb.com/> Web Marketing and E-commerce site is an
excellent resource, with short practical articles and lots of links to
other articles and sites. Tenagra (an ancient (in Internet terms) e-
marketing consultancy) has a site with annotated links to Internet
Publicity Resources <http://marketing.tenagra.com/pubnet/> which
originally accompanied a book by Steve O'Keefe, "Publicity on the
Internet" (published by John Wiley). As an example of a newsletter-
type site, Clickz <http://www.clickz.com/> has regular columns on
topics such as B2B (Business to Business), email marketing and Content
Development. There is also a crude search facility for the archives.
Some long established marketing magazines have good websites, the most
obvious being Advertising Age <http://www.adage.com/> which has a
special section focusing on Internet advertising issues. Incidentally,
at time of writing it headlined with stories related to the tragedy in
the USA, e.g. a German magazine hastily withdrawing an unfortunate
humorous advert referring to Bin Laden. You have to register to get
access to everything, but it is free, and there is a sizeable,
searchable archive. For the UK, apart from MAD, mentioned at the start
of this article, Marketing magazine has a site with some free articles
<http://www.marketing.haynet.com/> as does its stablemate, Revolution
<http://www.revolution.haynet.com/> (a magazine on new media
marketing).
Some sites focus on specific aspects of marketing. Weinreich
Communications' Social Marketing site
<http://www.social-marketing.com/> includes some explanatory texts and
a set of links to social marketing resources. Since so many libraries
are not-for-profit, social marketing may provide you with a useful
approach. CRM (Customer Relationship Management) is another topical
subject relevant to libraries and the CIO CRM portal
<http://www.cio.com/research/crm/> gives some background and
specialist articles.
As mentioned earlier, to get to grips with some of these sites, it's a
good idea to learn Internet-marketingspeak. Online glossaries can
help. Ad Resources' glossary of Internet advertising terms is concise,
defining terms like CPM, interstitial and B2B
<http://adres.internet.com/glossary/article/0,1401,,00.html>.
Marketing Terms.com <http://www.marketingterms.com/> has a bigger
glossary and fuller definitions, though some of the subdivisions it
uses presuppose a certain amount of knowledge to guess what on earth
they could contain (e.g. "creative specifications"). Target Marketing
magazine's direct marketing glossary is good
<http://www.targetonline.com/doc/glossary.html> (Q: what are nixies?
A: Pieces of mail returned as "undeliverable as addressed".) I cannot
resist including msdbm's Database and Internet Marketing Glossary
<http://www.msdbm.com/Glossary.cfm?PageID=226> which introduced me to
the term "Autosexing" (not a method for determining the gender of
newborn kittens, but "A computer process for finding the sex and
appending titles (Mr. Ms.) to a file of names").
Information & Library Service Marketing (ILSM)
----------------------------------------------
You can find some "how to" advice, practical material (e.g. bookmarks
for librarians to print out and give to customers), and case studies
on this topic. I might as well mention at this point my own library
and information marketing site
<http://dis.shef.ac.uk/sheila/marketing/> which has some brief texts
about marketing and links to all the sites mentioned here, plus extra
ones. If you can speak German, Professor Hobohm, at Potsdam
Fachhochschule, has put together a virtual textbook on library
management and marketing <http://www.fh-potsdam.de/~hobohm/textbook/>
linking to appropriate texts.
The US newsletter Marketing Library Services
<http://www.infotoday.com/mls/mls.htm> generally has one article from
each issue available free, e.g. "Using Rock, Hip-Hop, and Rap to
Attract Teens" (a case study from Seattle Public Library) in the
July/Aug 2001 issue. A newish (priced) journal on marketing libraries
is The Shy Librarian <http://www.shylibrarian.com/>. Marketing
Treasures <http://www.chrisolson.com/marketingtreasures/index.html> is
an occasional newsletter from a library marketing consultant, and her
site features library clip art (for sale). Clip art is also a feature
of the Library Media and PR site <http://www.ssdesign.com/librarypr/>,
produced by a design consultant (Stephanie Stokes Design), which has
a lot of useful free information and downloads.
ILSM: Groups and campaigns
--------------------------
There is a list of material (books, campaigns, a few websites)
relevant to reader development on the (UK) National Literacy Trust
website <http://www.literacytrust.org.uk/>, including background on
some initiatives like BOOX (aimed at raising teenagers' interest in
reading: see also <http://www.boox.org.uk/>). The UK Library
Association's Publicity and Public Relations Group has a page
<http://www.la-hq.org.uk/groups/pprg/pprg.html> with details of its
conference and information about membership and publications. The main
UK Library Association site does not seem to feature their National
Library Week material (some of which, like media guidelines, would
have been useful after the event), or perhaps I've just never ever
been able to find it.
The *American* Library Association (ALA) provides a contrast, with a
good amount of useful material. For example, the library advocate's
handbook
<http://www.ala.org/pio/advocacy/libraryadvocateshandbook.pdf> gives
advice about how to put forward the case for your library, and the
Promotional Events < http://www.ala.org/events/promoevents/> page has
links to information and supporting material for events such as Teen
Read Week (October 14-20 "Making reading a hobbit"). There is also a
shop selling posters, bookmarks and so forth, and a press kits page
<http://www.ala.org/pio/presskits/>.
A recent ALA focus is the @yourlibrary campaign
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- Publication Date: 1st November 2001
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