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ALA recently paid a PR firm a huge sum of money for a branding campaign, which was unveiled at the annual conference in July. Called \"@yourlibrary,\" the campaign gives libraries the opportunity to use the famous \"@\" sign to market their services. A television ad showing how exciting and electronic libraries really are was shown to conference goers at the opening session. ALA\'s announcement of the campaign is worth reading, as is a discussion about it on the ALA Council listserv, published in a recent Library Juice.