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In the preface of this How-To-Do-It Manual, Patrick Jones indicates that one of the biggest mistakes librarians can make is taking for granted that everyone wants to have a library card. Statistics tell us otherwise. Adult usage is on the decline and many of us are in the position of having large numbers of our service population who are not card-carrying library users.
That's the situation this book is designed to address. It focuses on how to "sell the sizzle" when it comes to your library card, i.e., how to market the services accessed via the card in the most compelling way possible. To do this, it looks in-depth at the methods and results of a number of library card campaigns conducted by large, urban libraries (Houston, Philadelphia, etc.) and summarizes those of mid-sized and smaller libraries. Read a more indepth review of the book.