Are you looking to book more revenue from the library market? Libraries are a vital part of society’s system of learning and communication. They offer a wide variety of media for the use of their patrons. Libraries are also typically at the leading edge of the development of information technology.

One easy marketing mistake is to target only public libraries. There are actually four library markets: public libraries, school libraries, academic libraries, and special libraries. The various types of libraries have many purchasing needs in common, but have distinct characteristics and opportunities.

Public libraries can have complex organizations, which are sometimes misunderstood. The head librarian or library director has great influence over many decisions. At larger libraries, collection development librarians will be the key decision makers on purchases of books and other media. There are more than 16,000 public libraries in the U.S.

School libraries are actually the most common type of library, with more than 105,000 locations across the country. These libraries can be targeted based on the attributes of the schools they serve. Larger schools in wealthier communities will have the most discretionary income for their libraries and are the most likely to acquire computer software and services. School-wide Title I program schools that serve area with a substantial number of underprivileged students may have federal money devoted library materials that support core curriculum goals and reading skills.

Academic libraries are operated as part of college or university systems. While there are relatively few locations (about 4,000) they serve as a key target for publishers of books or periodicals geared to niche academic markets. These institutions are typically very large and use a wide variety of supplies and equipment.

Special libraries serve a wide variety of non-traditional audiences, including private business libraries, law libraries, medical libraries, and museum libraries. These institutions are typically smaller and niche-oriented by nature. There are about 7,000 special libraries, plus another 3,000 hospital-based medical libraries. In addition to general library equipment and supplies, this segment is an essential target for publishers of highly specialized reference publications.

Public libraries often serve as a key distribution center for a wide variety of community services. In addition to books and digital media, they typically offer public health information, promote events in coordination with local government agencies, and offer a wide variety of educational programs for every age group.

Larger public libraries also offer extensive summer programs for school-age children, which makes them strong prospects for awards, craft materials, novelty items, entertainers, and other offers that might be targeted to summer schools or vacation bible schools.

MCH can help you build a comprehensive marketing strategy for libraries, including direct mail, email, and social media options. Contact your MCH representative today for a complimentary consultation and marketing recommendation.

Find out more about the library data available from MCH at these links: Public Libraries, School Libraries, and Special Libraries.