A Librarian's Open Shelf by Arthur E. Bostwick
page 116 of 335 (34%)
page 116 of 335 (34%)
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THE ADVERTISEMENT OF IDEAS Writing is a device for the storage of ideas--the only device for this purpose prior to the invention of the phonograph, and not now likely to be generally superseded. A book consists of stored ideas; sometimes it is like a box, from which the contents must be lifted slowly and with more or less toil; sometimes like a storage battery where one only has to make the right kind of contact to get a discharge. At any rate, if we want people to use books or to use them more, or to use them better, or to use a different kind from that which they now use, we must lose sight for a moment of the material part of the book, which is only the box or the lead and acid of the storage battery, and fix our attention on the stored ideas, which are what everybody wants--everybody, that is, except those who collect books as curiosities. The subject of this lecture is thus only library advertising, about which we have heard a good deal of late, but we shall try to confine its applications to this inner or ideal substance which it is our special business as librarians to purvey. And first, in considering the matter, it may be worth while to say a word about advertising in general. Practically an advertisement is an announcement by somebody who has something to distribute. Announcements of this kind may be classified, it seems to me, as economic, uneconomic and illegitimate. The most elementary form is that of the person who tells you where you can get something that you want--a simple statement that someone is a barber or an inn-keeper, or gives music lessons, or has shoes for sale. This may be accompanied by an effort to show that the goods offered are of specially good quality or have some feature that makes them particularly |
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