Always one

step ahead!

Marketing

strategies

for libraries

e-Book-lending

in Cologne

Organisation,

promotion and

experiences

Frank DanielDenk- en Discussiedag Brussel 2014

The future of media

Top trends from Horizon-report

– „People want to work, learn and study whenever and wherever they want“

– "Digital media literacy will increase in its meaning as a core competency in every discipline and in every profession"

– “Mobile Computing and e-books are among the technologies that will conquer the mass market in the next 12 months”

Quelle: http://www.nmc.org/pdf/2010-Horizon-

Inhabitants of Cologne 1.024.373

Library members 86.885

Budget € 13,9 Mio

Positions (FTE) 145

Number of items in stock (without databases) 852.295

(incl. 200.000 nonbooks, 377.000 nonfiction, 19.000 e-Media)

Visitors in libraries 2.047.398

Online visitors 1.9 Mio

Library facts and figures 2013

1. History

2. Operation

3. Formats & platforms

4. Usage

5. Licences

6. Support

7. Problems

8. Staff

9. Promotion

10.Outlook

Agenda

• Lending = giving sth. to sb. for a limited time

• Shareware: timestamp

• Negotiations with publishers in 2001

• Distrust: platform? technical implementation? security issues?

Library = lending -> also on the web?!

Lizenzen

Technik

PR

Support Bibl.

Bibl.

Bibl.

Bibl.

Bibl.

2007: Central service provider

DiViBib negotiates licences with publishers (copyright issue!)

Library orders via shopping system, have only simple right of use

pricing equals physical media + service costs

separate platform for library patrons

download of DRM-protected files

one user per licence

restricted usage time, also mobile and offline possible

How does „Onleihe“ work?

Look and feel of homepage

e-Books: ePub and PDF

newspapers and magazines: PDF

audio: WMA (or streaming)

video: WMV

Formats

www.e-ausleihe.de

search or browse

PC

library catalogue

download

Log-In

E-Reader MP3-Player Smartphone

Loan period ends automatically

checkout procedure

e-library: anytime and everywhere

demonstration

iOS and Android-Apps

many platforms – some restrictions

Viele Plattformen- viele Einschränkungen

Audio books

Fiction

guidebooks / non-fiction

Papers and magazines

no fines, no extra charges

E-Reader-compatible

Cheap devices

Quick approach, also mobile

using standardized software

e-Books and reading behaviour

• e-book-readers read more (60% indicate this)

• reading becomes mobile

• readers want to read samples before downloading

• e-book-readers read selectively (only certain passages, read books less likely to end, read parallel)

• 70% use at least two e-book capable devices

• e-book readers are frequent readers, not techies

• main age is 40-49 years, 60% are women

Study of Universität Hamburg, Institut für Marketing und Medien (2012)

Mai 2007: Start with 4 piloting libraries

31.12.12: 671 libraries: 53 single, 45 library networks

16.9.2014:1935 libraries

How many libraries offer the service?

year loans users loans plus titles exchange items

2007 5796 1203   7258 1 7291

2008 18459 2468 218 % 8336 2 8611

2009 29230 3053 58 % 9826 3 10362

2010 41071 3250 41 % 4101 10 4290

2011 52279 3854 27 % 6336 8 6708

2012 102387 5896 96 % 10223 9 11681

2013 173584 8025 70 % 15721 9 19367

Development of usage

10% of library patrons use e-lending

11% of aquisition budget spent for e-lending

Development of user number

Standard: price of printed copy = 1 licence = 1 user

[py > 2 years: multiple download]

[3x price of printed copy: 25 loans + 2 archive-ex.]

Licence models

Limited numberof licences

Some publishers are restrictive

AV-files as WMA/WMV only or online streaming

needs supportincompatible formats and devices

error-prone

no ownership!

Missing interfaces to LMS

Quelle:www.open4.org

loan periods not flexible

e-books only for download

titles in OPAC with deep

links to detailed entry

import routine for data

online-authentification

second patron account

separate reservation system

separate availability information

proprietary classification

interfaces

Help!!!

• up-to-date news of technical issues

• dictionary

• FAQs

• information about mobile devices

internal board for libraries

2nd-Level Support: Helpdesk

FAQs als Textbausteine

FAQs as text modules

Promotion: internal

Promotion: internal

• Presentation on staff meetings• News via mailing list • information in internal wiki• Staff trainings• eReaders & tablets for staff• Staff trainings• Staff trainings• Staff trainings…  

External promotion: concept

External promotion: single actions

• press conference• setting up own domain (e-ausleihe.de)• flyers and posters• radio broadcasts (interviews) • recommendation of videos in local paper• mini poster campaign in trams• information screens in subway stations• "Road shows" in the foyer of the Central Library• presentations at partner institutions

External promotion: permanently

• Homepage, OPAC, social media• information to patrons by reference librarians• flatscreens with PPT presentation• posters and flyers• information on library shelves • presentation in user trainings and guided tours • covershow (z.B. als Bildschirmschoner)• displays in the shelves• deep links to papers, e.g. bit.ly/DieZeit

With an App to the eBook…QR-Codes on library shelves

External promotion: hands-on practice

E-Reader, tablets and E-Ausleihe:

Free trials in the library, free weekly workshops

Cooperative publishers

New licence models

Easy technology (cf. Overdrive)

New copyrightlaw?!

compatible with all platforms and devices

improved system architecture

24/7-Serviceintegration into LMS via NCIP

flexible loan periods

App in English

Thank you!

daniel@stbib-koeln.de www.e-ausleihe.de

Source:

Malcolm Campbell

www.ariadne.ac.uk/issue24/cartoon