How do we counter this bit of human nature? Chris had several suggestions. Since the books shelved within 15 feet of the front door get up to 137% more circulation that books outside that zone, put the books there that are being missed. Move the materials people know you have farther into the library so patrons have to walk through the building to reach them. They may find things they didn’t about as they go by. Then use that precious first 15 feet to promote things that aren’t being found.

The most valuable space in the building is to the right of the entrance. It’s the first area folks see when they come inside. So put your displays there. Don’t display things people will find anyway. Promote good books that haven’t been found. Pull something from those top shelves and bottom shelves that they aren’t finding and make a display of it.

Chris also told us to walk through our libraries as if we were patrons. What are they seeing? What is inviting? What is distracting? How do patrons get to the shelves? Does the path from the front door lead them through your merchandise the way the aisles do at a good department store?

Your main aisle is your “Yellow Brick Road.” You want it to stop at every department and important destination in the library. Is your environment comfortable and inviting? Would you want to spend time here? What can you change to make it more comfortable?

After telling us about marketing changes that can  increase circulation, Chris challenged SEKLS librarians to give them a try and let him know how it worked. What did you do? How did it work? What did it change? Did you see a difference in circulation statistics for the areas that you marketed. What can you change to make it more comfortable?

From Sept-Oct. 2007 SEKLS Stacks of News newsletter

If you use these techqniques, send Iris Jones an e-mail with your results. She will share it with Chris. Her e-mail is ijones@sekls.org.