Artículos de revistas sobre el tema "Advertising – Libraries"

The article examines the advertising activities of scientific libraries during the pandemic period, including the role and importance of advertising in the process of promoting library and information services and products. The author notes that advertising allows to reach a wider audience in a short time, to increase the efficiency and quality of the service process and to ensure the stability of the library position in the society.Advertising can create a stable information demand for definit library and information services and products. The article also touches questions of SMM (Social Media Marketing) usage in libraries.It is emphasized that SMM is a solution for marketing issues of the library through social networks. Its main purpose is to provide the profile audience with information about the library’s services and products in the form of feedback, communication with the user and exchange of their views, as well as to encourage them to use the library resources as a whole. The advantage of using SMM instruments is the possibility to attract more users. The author also studied the activities of one of the largest Azerbaijani libraries during the pandemic and came to the conclusion that in the current situation on the information market, the leader-ship of publishing and bookselling enterprises with advertizing services and products is obvious. In this connection such coordination of libraries with these enterprises can support and maintain the position of the library in the society.

Purpose The purpose of this paper is to investigate and analyze library jobs advertised by higher education institutions, newspapers and job market sites in United Arab Emirates (UAE). Design/methodology/approach The paper uses summative content analysis approach for data collection, data analysis, evaluation and assessment. It reports about the accuracy of advertisements, job titles, job categories, locations and types of libraries. Findings Higher education institutions demonstrate the highest accuracy level in advertising library jobs. Librarian emerged to be the highest advertised title by the sources. e-library executive, principal-publications and library, and primary librarian found to be the new titles in the market. The paper also found inconsistencies and lack of uniformities among the sources in using job categories to advertise library jobs. In fact, none of them used the term “library” in any category. Academic libraries recorded the highest advertised jobs compared to other types of libraries. Research limitations/implications The paper is based on library jobs advertised on the websites. Websites are only one source of library job advertisement. Practical implications The paper provides important information for librarians looking for library jobs in the Middle East as well as for library managers and decision makers who wish to recruit library professionals. Originality/value The paper represents one of the few studies conducted on library job marketing in UAE. Findings of the study may contribute to the improvement of library job marketing not only in UAE but also in the other gulf countries.

The article deals with the problem of marketing use in the practice of modern Russian libraries. The main factors responsible for the relevance of putting marketing instruments into library practice are defined. The model of a centralized marketing service of Moscow libraries, which provides monitoring information, social communication and leisure needs of the Muscovites, the development of differentiated products and services of library activities, advertising and promoting them to the user is represented in the article.

Over the past decades, advertising for the library has become a mandatory part of the activity, but the approach to its creation is largely based on accepted stereotypes that express the most common ideas about the properties of such a complex phenomenon as the target audience of the library. Advertising can be expressed through an advertising image that contains not only objective but also subjective information; it uses associations, metaphors, emotions, visualization of something that has a generalizing character, i. e. a layer of implicit information is added to the exact data and read automatically. One of the problems of creating an advertising image may be that there are contradictions between the perception of the person who creates an advertising based on a stereotype and its recipient. The article reflects the experience of the State Public Scientific Technological Library of the Siberian Branch of the Russian Academy of Sciences (SPSTL SB RAS) in the study of two groups — “Event visitors” and “Readers”. The study involved 326 people (254 visitors to mass events and 72 readers of the SPSTL SB RAS). The author tested the method of semi-formalized interview to get relevant information for better understanding the audience’s motivation and desires. It is assumed to use pre-made plan with a list of mandatory questions, while using general wording and their variations, “close to the text”, and observing the general logic in their sequence.The author analyses the data on distribution of users in both groups (“Event visitors” and “Readers”) by the age categories and employment areas; frequency of library visits; frequency of references to forms of work that are called in demand and found interesting in both groups; frequency of references to preferred information channels. The article presents the main positions for creating an advertising image of the library. The author shows the expediency of using the semi-formalized interview method to adjust the advertising image of the library and the campaign to promote events, resources and services based on it, both for individual groups and for several segments in parallel, if the library’s event or service does not have a specific addressee. The article reveals the method of work that can be applied in the analysis of the advertising image for other libraries.

The article presents a survey of readers’ demand for books and periodicals conducted in Moscow libraries in 2018, which analyzes readers’ tastes and preferences. The most in-demand serious fiction writers include E. Vodolazkin, A. Ivanov, Z. Prilepin, A. Rubanov, D. Rubina and G. Yakhina. The author enumerates the reasons for a particular writer, book or journal to keep their top position in the readers’ ratings over a long period of time. Also described are writers’ advertising strategies, as well as the influence of television and screen adaptations on readers’ demand for new books. Noviy Mirhas long established itself as the main thick literary journal. The article also raises the issue of dwindling circulation of literary journals, and offers advice to writers, editors, publishers and librarians about promoting their products. As a separate topic, the article examines a growing demand for translated literature (published, among others, in Inostrannaya Literatura), as well as for children’s books.

Introduction. This study discusses about Bibliobattle as a promotion strategy conducted by the Library of the Ministry of Social Affairs of the Republic of Indonesia. Bibliobattle is a unique activity because it has a book-like shape but is packed in game form. Research on library promotion using Bibliobattle in a special library of ministries has never been done.Data Collection Method. The research approach used is qualitative with case study method. The data collection method used is by observation, interview and document study. The research informants were chosen based on purposive sampling method where there were criteria in the selection.Analysis Data. Data were analyzed by data reduction, interpretation, analyzed and conducted withdrawal conclusion.Result and Discussions. The promotion strategy using Bibliobattle on its implementation focuses on promotion through public relations. In addition, to promote Bibliobattle's activities, librarians focus on promotional tools of advertising, personal selling, and direct and digital marketing.Conclutions. The results of this study show that promotional strategies using Bibliobattle in fact not only promote the existence of libraries, but the library's own collection. During this time the focus of promotional activities in the special library is still limited to the promotion of the library unit.

Trade literature can be used as primary source material for the study of subjects ranging from business history to the history of advertising. Historical collections of trade literature exist in museum, academic and special libraries in the UK and in the United States. Collections of current trade literature are also being developed as important resources for users by an increasing number of academic libraries supporting design- or construction-related courses. Many such collections however remain uncatalogued, or only appear in in-house manual catalogues and are therefore largely inaccessible. This ephemeral material appears in a wide variety of formats and media, and can present particular difficulties in terms of organisation and documentation. The ARLIS/UK & Ireland Cataloguing and Classification Committee is currently working on guidelines to help libraries address these problems and encourage the online cataloguing of trade literature collections.

Corporate funding is an alternate source of financial support for libraries not to be overlooked. Corporations give grants through corporate foundations, through advertising and marketing budgets, and directly through the corporation's charitable contributions budget. James P. Shannon, former Vice President and Executive Director of the General Mills Foundation, is a leading expert in the area of corporate funding. His book, The Corporate Grant Making Handbook, is scheduled for publication by Jossey‐Bass in April 1991.

Leaflets still remain unexplored resource in local lore. Distribution of sheet material as a printed advertising in different regions of Russia opens new pages of informational local lore. The history of local printed collections keeps names of few figures and projects connected with forming of “flying sheets” funds. The involvement of national libraries into this process allows for experts to predict the importance of ephemerae catalogues for the system of union library catalogues in our country.

Purpose When advertising historians began searching for substantial collections and archives of historical advertisements and marketing ephemera in the 1970s, some reported such holdings were rare. This paper aims to report the findings of the first systematic attempt to assess the scope and research value of the world’s archives and collections devoted to advertising and marketing ephemera. Design/methodology/approach Searches conducted online of the holdings of museums, libraries and the internet led to the identification and description of 179 archives and collections of historical significance for historians of marketing and advertising, as well as researchers interested in many other topics and disciplines. Findings The lists of archives and collections resulting from the research reported in this article represent the most complete collection of such sources available. Identified are the world’s oldest and largest collections of advertising and ephemera. Also identified are quite extraordinary collections of historically unique records and artifacts. Research limitations/implications The online searches continued until a point of redundancy was reached and no new archives or collections meeting the search criteria emerged. There remains the likelihood, however, that other archives and collections exist, especially in non-Western countries. Originality/value The findings make valuable contributions to the work of historians and other scholars by encouraging more global and cross-cultural research and historical analyses of trends and themes in professional practices in marketing and advertising and their consequences over a longer period than previously studied.

The issues of reducing time and labor costs for document processing, expanding and improving the quality of bibliographic records (BR), library products and services continue to be actual in Russian libraries. To accomplish these tasks, various projects of corporate library interaction are being implemented, aimed at solving the issues of acquisition, cataloguing, creation of central and distributed catalogs and user services. Library cooperation in cataloguing allows providing libraries with the possibility of mutual records use with their subsequent improvement and promotes unification of BR elements. The purpose of the article is to identify the problems that hinder the effectiveness of creating and using electronic catalogue BR in SPSTL SB RAS. It also shows the difficulties faced by the library cataloguers when borrowing records from the Russian Book Chamber database (RBC DB). It is noted that by borrowing records from the RBC DB, SPSTL SB RAS provides an opportunity to use its EC to the libraries of the research institutions of SB RAS (SRI of SB RAS). The article also demonstrates the experience of the Unified Automation Center (UAC) of SPSTL SB RAS, which contains information resources of libraries of the research institutions of SB RAS. Electronic catalogs and databases of these libraries are presented on the website of SPSTL SB RAS in the «Electronic catalogs and databases of the Library System of the research institutions of SB RAS». The conclusions are made that when borrowing records from the library electronic catalogs, the question of their quality and uniformity is left open, using the technology of corporate cataloguing brings significant advantages to the work of libraries. On the one hand, it allows to save labor and time resources by ready-made records of the RBC DB, on the other hand – to provide an opportunity to use BR by other libraries, while advertising their own information resources.

With attendance rates at library workshops and events in decline, the authors looked to data from practice to help the field move forward. Using survey responses from providers of 161 library workshops across Canada and the United States, the authors examined 10 key variables that are widely believed to impact attendance rates (topic, month, time, duration, advertising, location, target audience, series status, buy-in, and incentives). Analysis of the responses highlights several trends in attendance and offers a better understanding of what students are looking for from extracurricular educational opportunities like those provided by libraries.

The study investigates the impact of promotional tools on marketing of library services. The study explores the relationship between promotional tools constructs: personal selling, sales promotion, public relations and advertising on marketing of library services among selected Polytechnics in Ghana. With the aid of SPSS, the following statistical method were employed: supporting literature for measurement scales, values of cranach’s alpha for construct values, descending means of constructs, skewness and kurtosis on the constructs, correlations and regression analyses on a sample of 402 obtained through convenience sampling method. The study revealed that, all the constructs of the promotional tools thus personal selling, sales promotion, public relations and advertising have significant positive relationship with marketing of library services. The study suggests that the professional training of library staff should include courses such as personal selling, sales promotion, public relations and advertising. . Library staff should be trained and develop skills on how to handle users request and establish a good personal relationship with users of the library. Library staff should be oriented on the procedures to handle complaints and find lasting sloutions to them. Users should be updated with the list of new databases, online services and new journals via notice board, leaflets and newsletters as well as the institutional websites. Library staff should collaborate with professional markerters on the application of the marketing mix in the promotion of their services. Keywords: Advertising, Personal selling, Sales promotion, Public relations, Academic libraries

The main forms and methods of distribution of music publications in Galicia in the XIX — early XX centuries are scrutinized. The demand for the relevant music production is one of the determining factors in the formation of the musical publishing repertoire, its structure and special features in the process of the existence of music publications in society. It is noted that export-import trade in books has become especially widespread in Galicia; there are facts about the links between publishers and booksellers in Lviv and Warsaw. The basic types of presentation of book advertising of music products, its regional peculiarities, and ways of its placement are considered. Special emphasis is placed on the role of specialized press in the advertising of music products, typical examples of press advertising. The registration bibliographic information as the initial form of music bibliography and the forms of its compilation are distinguished. The emphasis is placed on the importance of thorough critical articles as a separate typological group of bibliographic publications under the conditions of formation of the Ukrainian bibliography, in which the main importance is given to the disclosure of the content and evaluation of the reviewed work. The combination of article genres and reviews on examples of separate publications by Stanislav Lyudkevych and Ivan Franko is traced. Special book-selling and book-publishing catalogs are characterized. While executing the marketing and advertising function, these directories were addressed primarily to foreign consumers and distributors (the so-called commissioners).One way to distribute music is to subscribe through libraries. A significant financial factor in the distribution of any printed matter was the price that depended primarily on the cost of each process associated with its publication. Keywords: music publications, bookstore, book-trading enterprise, advertising of publications, pricing.

The Librarian’s Nitty-Gritty Guide to Content Marketing is a must-read for every librarian or library considering creating or revamping a marketing or social media plan. At a time when many librarians still consider simply posting a comment to their library’s Facebook page or Twitter feed to be “advertising for a program,” this guide provides excellent advice.

In recent decades, the scope of library activities has changed. In addition to providing traditional resources and services, today libraries themselves are becoming developers of digital content and providers of access to electronic content. The user base of libraries is also undergoing significant changes: there are changing the user generations, employment trends, areas of interest and habits. Realizing that marketing activities can increase user loyalty, form public opinion about both — a particular institution and libraries in general, increase the visibility of library resources and enlarge market share, the most active specialists are adapting marketing to the conditions of libraries operation. In 2019, there was organized the study on the websites of libraries in Russia, Australia, the United States and Canada, Western and Eastern Europe, Latin America, as well as in a number of countries in South and South-East Asia in order to identify the main trends in the organization of library promotion in the Internet environment. There were considered the websites of public, national, University and academic libraries. Library websites were analysed for the use of 10 most common tools in Internet marketing, such as: the transition to a modern web site design, effective linking with social networks, marketing in social networks (Social Media Marketing, SMM), the use of banner advertising, the availability of subscription to e-mailing, the publication of press and post releases, the presence of a blog in the library domain, the availability of content evaluation and sharing tools in social networks. The study conclusion was the identification of trends in the development of library sites over a large area and the compilation of heat maps, which clearly demonstrate such trends, where the libraries of the countries of North America, Australia and Northern Europe showed greater consistency with the parameters selected for the study; Central and Southern Europe, Russia and part of the countries of Latin America are in the transition zone, and the least compliance are found in the countries of South Asia. The most common means of promotion is the publication of press and post releases. Among the least used marketing technologies are blogs in the library domain, embedded video and Internet broadcasts, as well as work on optimizing sites for an audience from social networks.

Purpose This paper explores the development of a luxury retail shoe brand in Belle Époque Vienna. Design/methodology/approach Footwear retailing and marketing history is a neglected area. Unfortunately, no business records have survived from Robert Schlesinger’s shoe stores. However, it has been possible to reconstruct the history of the development of the Paprika Schlesinger brand from its extensive advertising in the Viennese newspaper, the Neue Freie Presse, with the guidance of the founder’s grandson, Prof Robert A. Shaw, Emeritus Professor of Chemistry, Birkbeck, University of London, England. This case study would not have been possible without the digitization of some major collections of primary sources. In 2014, the European Union’s Europeana digitization initiative launched a new portal via the Library of Europe website which provides access to selected digitized historic newspaper collections in libraries across Europe. The project partners include the Austrian National Library which has digitized full runs of several major historic Austrian newspapers, including the Neue Freie Presse. Other project partners which have digitized historic newspapers which are relevant to this paper are the Landesbibliothek Dr Friedrich Teßmann of Italy’s Südtirol region, the National Library of France and the Berlin State Library. An associate project partner library, the Slovenian National and University Library’s Digital Library of Slovenia, has also digitized relevant historic newspapers. Furthermore, the City of Vienna has digitized a complete set of Vienna city directories as part of its Wienbibliothek Digital project. Findings This paper suggests that Robert Schlesinger created one of the first European luxury retail shoe brands. Originality/value This is the first academic study of the historical development of the advertising and marketing of a European luxury retail shoe brand.

AbstractToday’s mobile apps employ third-party advertising and tracking (A&T) libraries, which may pose a threat to privacy. State-of-the-art detects and blocks outgoing A&T HTTP/S requests by using manually curated filter lists (e.g. EasyList), and recently, using machine learning approaches. The major bottleneck of both filter lists and classifiers is that they rely on experts and the community to inspect traffic and manually create filter list rules that can then be used to block traffic or label ground truth datasets. We propose NoMoATS – a system that removes this bottleneck by reducing the daunting task of manually creating filter rules, to the much easier and scalable task of labeling A&T libraries. Our system leverages stack trace analysis to automatically label which network requests are generated by A&T libraries. Using NoMoATS, we collect and label a new mobile traffic dataset. We use this dataset to train decision tree classifiers, which can be applied in real-time on the mobile device and achieve an average F-score of 93%. We show that both our automatic labeling and our classifiers discover thousands of requests destined to hundreds of different hosts, previously undetected by popular filter lists. To the best of our knowledge, our system is the first to (1) automatically label which mobile network requests are engaged in A&T, while requiring to only manually label libraries to their purpose and (2) apply on-device machine learning classifiers that operate at the granularity of URLs, can inspect connections across all apps, and detect not only ads, but also tracking.

A review of: McLoughlin, Carla, and Anne Morris. "UK Public Libraries: Roles in Adult Literacy Provision." Journal of Librarianship and Information Science 36.1 (March 2004): 37-46. Objective – To examine the role of public libraries in the provision of adult literacy services, with a detailed look at both the successes and concerns of the libraries under study; to provide recommendations for best practice in establishing or reviewing adult literacy services. Design – A series of case studies using written reports and semi-structured interviews. Setting – Eight public libraries in the UK involved in literacy service provision or reader development services. Subjects – Eight senior staff members in charge of library literacy programming. Method – A written report of literacy service initiatives was solicited from each participating library. A single interview was conducted with a staff member in charge of literacy service at each of the eight participating libraries. Fact-checking telephone interviews were conducted at three locations where adult literacy programs were in early stages. More in-depth, face-to-face interviews were conducted at the five libraries with better established programs. Each type of interview consisted of a set of scripted questions supplemented by individualized questions based on the written reports. Main results – There are four key areas of results to be summarized from this study: Adult Literacy Collections – The authors observed three main approaches to branding literacy collections: ?Emphasis on reading for pleasure (with collections entitled ‘Quick Reads’ or ‘First Choice’); ?Emphasis on reading for skills development; ?Discreet labelling enabling stock recognition without advertising that the reader is borrowing literacy materials. The authors conclude that the ‘Quick Reads’ approach was the most successful in highlighting the collection without stigmatizing it and in promoting the pleasure of reading. The importance of maintaining relevant, attractive books was highlighted, with collections targeting both entry level readers and emergent readers. Approaches for Supporting Adult Literacy – The libraries used reader development extensively as a strategy to support adult literacy efforts. Staff tied literacy offerings to other programs or services of interest (for example, promoting adult literacy services alongside audio-visual collections and Internet access). Adult learners were also targeted for library tours, reading groups, and assistance with book selection for the literacy collection. Some of the libraries hired new staff from outside the library profession, choosing candidates with prior experience in basic skills development or community work. Methods of Attracting Adults with Poor Literacy -- Partnership was identified as a key strategy for the libraries studied. Partnerships were formed with numerous agencies, including the probationary service, a community centre (where the library’s ‘reader in residence’ was installed), a college, and a Peugeot factory. Networking with other literacy service providers and coalitions was also an important strategy, particularly as a way to increase the library’s profile as a literacy service provider. Perhaps the simplest strategy for attracting adults with poor literacy was to identify areas of the library districts where literacy skills were lowest and then to target literacy service to those regions. Sustainability and Mainstreaming -- Early planning for sustainability was crucial. Incorporating funding for literacy staffing and collections into the core budget and annual library plan was also an important step. While some libraries hired new staff, and one library staffed the literacy project with volunteers, using existing staff for adult literacy work proved to be more efficient and sustainable. Instilling a sense of ownership in the project for both staff and users of the literacy services by involving them in the development and promotion of literacy service and collections was another strategy employed to ensure longevity of the service. Conclusions – The most successful form of library literacy service provision was found to be the reader development approach (promoting reading for enjoyment and building reading activities around existing interests). The libraries studied showed an understanding of the wide range of reading levels and interests among adult learners. Potential barriers for libraries in the provision of adult literacy service “include restrictive funding criteria, limited staff capacity, and a bidding culture that remains unsympathetic to public library circumstances” (44). The authors make five recommendations for best practices in adult literacy service provision: Eclectic adult literacy collections: Collections should be fresh and appealing and should incorporate engaging non-fiction. Standardized criteria for adult literacy stock: Standardized criteria should be developed by a basic skills agency, preferably at a national level. Equality for adult readers: Approach adult readers as people who read for enjoyment or who are ‘getting back to reading’, rather than as those needing to ‘improve’ their reading. Maximum access: Ensure a diverse and well-stocked collection of books that is easy for adult learners to locate. Community profiling: Optimize service delivery by profiling your community’s literacy levels.

The rapid advancements in web and availability of growing number of free social networking tools have greatly influenced the present day communication mechanisms. These tools have provided cheaper, instant and faster methods of communicating information irrespective of geographical and time barriers. Users especially the younger generation is much familiar with the use of such tools and modern libraries are experiencing rapid changes in user perceptions and information seeking patterns. Owing to the ease of accessibility of plethora of information resources via cell phones, tablets using smart apps, libraries are revisiting their methods of information delivery. Many libraries are using social networking tools for handling user queries and advertising their library products especially in Virtual Reference Services (VRS). Virtual reference is reference service initiated electronically where patrons employ computers or other technology to communicate with public services staff without being physically present. Communication channels used frequently in virtual reference include chat, video-conferencing, voice-over-IP, co-browsing, e-mail, and instant messaging (Reference and User Services Association [RUSA] Guidelines, 2010). It primarily refers to a network of expertise, intermediation and resources placed at the disposal of someone seeking answers in an online environment (Berube, 2003). It has brought about tremendous change in the concept of reference services in terms of information dissemination and user satisfaction. Various initiatives have already been taken to develop standards, guidelines and procedures for setting up successful digital reference systems. Virtual reference has emerged as a new powerful method of delivering reference and information service to a vast number of clientele distributed globally. It includes seamless access to global resources and the collection of knowledge for reference access, coupled with complementary access to information on the internet. It has brought about tremendous change in the concept of reference services in terms of information dissemination and user satisfaction. The seamless influence of Social Networking tools on virtual reference is quite evident and trend is fast shifting towards incorporating such tools in libraries at global level. These tools not only solve the problems of communicating in real time environment in all modes ranging from instant messaging to audio/visuals but also provide ample opportunities for libraries to retain their users. The present work thus discusses the concept of Virtual Reference Service and possible use of different Social Networking tools in present day Virtual Reference Systems for successfully addressing user queries.

The article deals with the experience of creating specific electronic literary and local history resources in the libraries of the Russian Federation literary maps as a form of literary local history. They allow modern and visual representation of the literary heritage of the region. The article objective is a systematic description of the experience on creating literary maps in libraries in rural municipalities, the most numerous ones in the Russian Federation. To achieve the research purpose, the author selected the most popular resources via search engines Yandex, Google, Rambler. The study of 12 literary maps of the highest demand on a number of criteria allowed the following conclusion: in most cases, the literary and local history resource of the municipal district has a geographic map, which indicates the preference of visual navigation in geographic space; all resources provide information on local writers and poets including photos, bioand bibliographic data; resources contain news feed; more than half of the literary maps contains bibliographic information on local literary publications; all special sites on literary and local history resources contain full-text literary collections; half of the resources contains information on literary awards and competitions. The study has shown that the library community of municipal districts is working on creating literary maps and looking for the best way to preserve and provide literary and local history information. The revealed problems are typical for the majority of unprofessionally designed sites (redundancy and incompleteness of information, unformalized texts, lack of internal links, settlement on free hostings and, as a result, lots of aggressive advertising, etc.).

A aplicação da teoria de marketing como recurso gerencial para bibliotecas e serviços de informação é demonstrada por meio do caso da Biblioteca da Presidência da Republica, com o intuito de confirmar a validade da aplicação dos conceitos de marketing para a área social. Os serviços prestados pela biblioteca foram avaliados para observar o uso das atividades de promoção, relações públicas, merchandising, propaganda, incentivos, atmosfera e outras técnicas de marketing. Foi verificado que a biblioteca planejou e utilizou várias técnicas de promoção: atmosfera, divulgação dos serviços, relações públicas com projetos destinados a um determinado público, para promover seu relacionamento com o usuário da biblioteca. AbstractThe application of the theory of marketing as management resource for libraries and information services is demonstrated by the Brasil Republic Presidency Library in order to confirm marketing concepts application for the social area. The services provided by the library was evaluated to observe the use of promotion activities, public relations, merchandising, advertising, incentives, atmosphere and others marketing techniques. It was found that the library planned and used various promotion techniques: atmosphere, services dissemination, public relations with projects aimed to an specific audience, and others actions to improve the user and the library relationship.

Open source software projects often rely on package management systems that help projects discover, incorporate, and maintain dependencies on other packages, maintained by other people. Such systems save a great deal of effort over ad hoc ways of advertising, packaging, and transmitting useful libraries, but coordination among project teams is still needed when one package makes a breaking change affecting other packages. Ecosystems differ in their approaches to breaking changes, and there is no general theory to explain the relationships between features, behavioral norms, ecosystem outcomes, and motivating values. We address this through two empirical studies. In an interview case study, we contrast Eclipse, NPM, and CRAN, demonstrating that these different norms for coordination of breaking changes shift the costs of using and maintaining the software among stakeholders, appropriate to each ecosystem’s mission. In a second study, we combine a survey, repository mining, and document analysis to broaden and systematize these observations across 18 ecosystems. We find that all ecosystems share values such as stability and compatibility, but differ in other values. Ecosystems’ practices often support their espoused values, but in surprisingly diverse ways. The data provides counterevidence against easy generalizations about why ecosystem communities do what they do.

Purpose – The purpose of this paper is to provide a signpost to the librarian that might be helpful in making strategic assessments for the future of the public library, and helping in the process of decision-making about the course to be followed. Thereby critical remarks about the Internet-based “virtual library lobby” are summed up as arguments against following that path blindly, and alternatives to a technology-centred approach are put forward by focusing on the cultural uses of the library as a public place. Design/methodology/approach – In this article a viewpoint is developed, based on an exploration of selected literature on the function of the library as an institution in society, and different viewpoints that are put forward in the debate on the future of libraries in the Internet era are analyzed. Some contend that going virtual is the only feasible course to take. Others emphasize that many functions of the library are unquantifiable because of their cultural nature, and rooted in physical interaction of citizens with a real space of bricks, mortar and books. These functions may never be fully virtualized, but are deemed essential to the community in which the library institution is rooted, and even society at large. Findings – If librarians choose the technological path of the virtual library, they are rapidly being made obsolete by the multinational commercial information aggregators, where free access to information is no longer provided. If the library takes the cultural path, defining its future as an institution instrumental to “the commons” providing freedom to citizens, the actual use citizens make of library as public places should be taken as central starting point for a feasible future, and technology should be used as a means to that end. Research limitations/implications – The article is a viewpoint, based on a limited selection of literature. Practical implications – The viewpoint offers a critical assessment relevant to those librarians responsible for creating a roadmap for the future of their public library. Social implications – This study underpins the importance of the public library as one of the last true public areas, open to all for the benefit of the community. Originality/value – This study offers a different point of view, possibly even a warning call, against embracing technological determinism that brings with it enclosure of The Commons, which the Public Library in its true meaning should offer. Internet-based services are often put forward (and welcomed by many) as the solution for the future for free access to information. In the article, the case is made that unfettered free access for information to citizens is at odds with actual developments on the Internet, that according to leading Internet critics is rapidly being turned into a commercial advertising platform or market place.

The article is devoted to the well-known serial edition “Soldatskaya Biblioteka” [Soldiers’ Library] of V.A. Berezovsky, the commission agent of the Ministry of Defence, private publisher and bookseller of military literature. Since 1888, most of the works were published and republished under the title “Reading for Soldiers and People” and from 1894 to 1915 — “Soldiers’ Library”. The purpose of this large publishing project of V.A. Berezovsky was to promote intellectual and spiritual moral development and self-education of the lower military ranks. By 1915, twenty-five serial sets of “Soldiers’ library” — twenty stories in each — were published. Separate sets and works were repeatedly republished. The aim of the study is to show the noticeable role of cheap illustrated “military and moral” books in the acquisition of libraries for the lower ranks and company book collections of military educational institutions. The author collected the data about all serial sets and runs of “Soldiers’ Library” by 1915, its acquisition and distribution. The article presents the analysis of the authors and the content of the library, its presence in military and civil book collections.Commercial entrepreneurial spirit, common sense and taste of V. Berezovsky himself, the appropriate choice of authors and their works, low prices, design, accessibility and accuracy of the publications were of great importance in gaining the great popularity of the “Soldiers’ Library”. Its active advertising campaign, conducted through the official structures of the military and other Departments, as well as through the printed publications owned by V. Berezovsky, contributed to its promotion to soldiers-readers. Therefore, some of the works from the “Soldiers’ Library” were purposfully admitted for acquisition of book collections of lower schools, free folk libraries and reading rooms and were recommended for home reading for cadets of primary schools.The results of study demonstrate that the “Soldiers’ Library” was available in the catalogues of book collections for lower ranks, in company schools, in battalion, squadron, crew, battery and regimental educational teams of military units and military schools. The experience of edition of “Soldiers’ Library” was popular in the years of Soviet power: it was used in the series “Library of Red Army Soldier”, “Popular Scientific Library of Soldier” and “Bibliotechka of the ‘Sovetsky Voin’ magazine” [Library of the “Soviet Soldier” Magazine].

AbstractIt is commonly assumed that “free” mobile apps come at the cost of consumer privacy and that paying for apps could offer consumers protection from behavioral advertising and long-term tracking. This work empirically evaluates the validity of this assumption by comparing the privacy practices of free apps and their paid premium versions, while also gauging consumer expectations surrounding free and paid apps. We use both static and dynamic analysis to examine 5,877 pairs of free Android apps and their paid counterparts for differences in data collection practices and privacy policies between pairs. To understand user expectations for paid apps, we conducted a 998-participant online survey and found that consumers expect paid apps to have better security and privacy behaviors. However, there is no clear evidence that paying for an app will actually guarantee protection from extensive data collection in practice. Given that the free version had at least one thirdparty library or dangerous permission, respectively, we discovered that 45% of the paid versions reused all of the same third-party libraries as their free versions, and 74% of the paid versions had all of the dangerous permissions held by the free app. Likewise, our dynamic analysis revealed that 32% of the paid apps exhibit all of the same data collection and transmission behaviors as their free counterparts. Finally, we found that 40% of apps did not have a privacy policy link in the Google Play Store and that only 3.7% of the pairs that did reflected differences between the free and paid versions.

Abstract Objective The risk for cognitive impairment is greater in individuals with low SES and limited education. In rural areas, distance and economic concerns preclude individuals from accessing care. In Alachua County, 23% of residents live below poverty and 16% are uninsured. The Neurocognitive Screening Initiative (NSI) attempts to reduce disparities in Alachua by offering free neurocognitive screening. NSI also aspires to promote cultural competence through unique training opportunities for clinical neuropsychology doctoral students. Method Patients learned about NSI through flyers, word of mouth, or referrals. Appointments include a clinical interview, cognitive testing, and mood questionnaires. Patients receive feedback, brain health recommendations, and referrals to community resources. Phase 1 began in November 2017 and involved selection of appropriate cognitive measures, development and dissemination of advertising materials, identification of resources, and trainee recruitment. From February 2018 to August 2018, phase 2 involved administration of cognitive screeners. Phase 3 involved continued provision of clinical services, expansion of the NSI team and increased culturally relevant outreach. Outcomes NSI’s greatest challenge is recruitment of the appropriate demographic. Since phase 2, we have evaluated 10 patients with diverse racial, socioeconomic, and clinical characteristics. NSI has recruited an ethnoracially diverse cohort of trainees comprised of 4 graduate students and 2 postdoctoral fellows supervised by a clinical neuropsychologist. Discussion Efforts to provide services to marginalized individuals have uncovered challenges in attracting patients who might benefit from these services. NSI is forging community partnerships with churches, libraries, and local organizations to reach the targeted audience. Via weekly meetings, participation in community events/outreach, and clinical work, NSI provides unique training for emerging neuropsychologists.

Due to the rapid globalization in the second half of the 20th century the problems of preserving and studying the historical and cultural heritage of certain territories of national states have become especially relevant and socially significant. Since the book is a form of presentation of cultural heritage values, the memorial function responsible for preserving the heritage of certain territories and making population familiar to it is of fundamental importance for regional book culture. The purpose of the study presented in the article is to reveal ways to implement the memorial function of the regional book culture in Siberia and the Far East in the 2000–2010s. As a methodological basis, the theoretical model of book culture proposed by K. Migoń was used, who distinguishes the local, regional, national, supranational, cultural-civilizational and world “cultural circles of the book”. The activities of publishing houses and publishing organizations in Siberia and the Far East are treated within the local and regional “circles” as a part of the national Russian book culture. The article shows the main actors of modern local history book publishing in Siberia and the Far East: these are the majority of regional publishing houses and those publishing organizations whose activities are institutionally related to the preservation of historical and cultural heritage (museums, archives and libraries). Methods for popularizing their products are presented. For the first time, examples of product placement in advertising local history literature are identified and presented. The author concludes that Internet is becoming the main channel for the dissemination and popularization of regional local history book production, that opens the access to a wider circle of readers of historical and cultural heritage of Siberia and the Far East.

Purpose The purpose of this paper is to describe how librarians used elements of market research, advertising and media literacy in a personal finance class. Design/methodology/approach Librarians each semester guest lecture one session in a personal finance class “Foundations of Money Education.” Through this class, librarians present engaging material about market research and advertising in an effort to encourage students to think about how these external forces influence their spending behavior. Findings Students appreciate learning about advertising through the engaging use of commercials. While responses were mixed as to the applicability of the topic, the majority of students agreed that the topic was a worthwhile addition to the personal finance curriculum. Originality/value Topics such as budgets, savings, and mortgages are typically taught in personal finance classes. Teaching information about market research and advertising is a topic that is usually not covered in a personal finance class.

The aim of the article is to highlight the actual trends associated with architectural construction and identify ways of forming a visual image of a modern city. The solution to this goal involves not only the analysis of certain unique architectural structures, but also the outline of the existing visual practices in the city which correlate with the urban landscape. The research methodology is connected with the use of the method of synthe- sis, the use of tools of cultural analysis. The most extraordinary buildings are rarely residential buildings, much more often they are intended for public use. Their very essence is con- nected with publicity and attraction of a considerable quantity of visitors, tourists. These can be museums, libraries, concert halls, stadiums, shop- ping malls. In addition to these structures, extremely impressive structures are created in the field of transport – bridges, railway stations. The re- equipment of old objects and the creation of new ones becomes such that necessarily creates an occasion for communication, becoming a part of the media. In architecture there is a desire to circumvent the principle of statics that was inherent to it. Manifestations of this tendency in architecture were attempts to "revitalize" the building, giving them mobility through structures that visually convey the idea of fluidity (asymmetric structures, often deprived of straight angles with the prevalence of rounded parts). Creating the effect of architectural variability arises not only at the expense of innovative constructions, but also due to the equipment of the buildings by media facades, which perform as a purely aesthetic and advertising function, providing the opportunity to represent buildings in fundamentally different visual images. Scientific novelty consists in highlighting the specifics of architectural constructions claiming the status of "art" and visual practices that in- teract with them directly. The conclusion is made about the transformation of a modern city. The practical significance of the study is that features of the development of modern architectural constructions are presented and the factors influencing the formation of the visual image of the city are highlighted.

In this tome, Russell examines four principal foci in her historiographicwork on Egypt: “the rise of capitalism, the development of an indigenousbureaucracy, the creation of a modern educational system, and the evolutionof the nationalist movement” (p. 5). The author compares and contrasts consumptionrates between lower-, middle-, and upper-class Egyptian womenand investigates how western patterns of capitalism paralleled and divergedfrom indigenous urban templates of consumerism. Against this backdrop,she frames women’s education “in a larger struggle for cultural and intellectualhegemony” (p. 7). Her engaging work is sprinkled with examples andanalyses of Egypt’s societal “contact and confrontation with Europeanthought and culture” (p. 8).Russell’s volume is intended to be accessible to non-specialists as wellas helpful to specialists in the field. Its sources include archival documentsfrom the Dar al-Kutub, L’Institut d’Egypte, the Egyptian National Archives,the libraries of the American University in Cairo and the PresbyterianHistorical Society in Philadelphia, and other primary materials. An earlierversion of this manuscript stemmed from the author’s doctoral researchunder the tutelage of Judith Tucker. Russell’s work is a noteworthy contributionto the fields of Middle East and women’s studies, communication,education, economics, and other related areas of inquiry.The author’s introduction addresses Qasim Amin’s concept of the “NewWoman.” Russell places the disparate views of Egyptian women in the contextof growing consumerism and educational opportunities in the late nineteenthand early twentieth centuries. Chapter 2 discusses Khedive Ismail’snation-building, chapter 3 studies urban patterns of consumption and economicdevelopment, and chapter 4 deftly analyzes the rise of consumer cultureand advertising in the West in contrast to the development of robustconsumerism in Egypt. Chapter 5 addresses “The New Egyptian Womanand Her Western Sisters,” and chapters 6 and 7 focus on female education.The politics of textbooks is reviewed in chapter 8, which is followed by theauthor’s “Conclusion,” detailed notes, and a helpful index.An intriguing passage (p. 20) references the types of education receivedby male and female slaves in the royal harem. Russell explains that potential ...

In the context of the digital transformation of society and the integration of Ukrainian science and education into the European scientific and educational space, it becomes necessary to carry out high-quality, competitive scientific research which is demanded by theory and practice. The key factor in this process is the creation and successful functioning of a system of information and analytical support for research in education, pedagogy and psychology. Today libraries accumulate materials for digital education and they can effectively serve as centres for learning throughout life. A library should be a full-fledged part of the open scientific and educational space. The paper presents to the scientific and educational community the educational information resources of the V. O. Sukhomlynsky State Scientific and Pedagogical Library of Ukraine (SSPL) of the National Academy of Educational Sciences of Ukraine (NAES of Ukraine). The authors feature the major characteristics of the SSPL web portal, its contents, functional specificity and purpose. It has been substantiated that the library site meets the requirements of relevance, substantial completeness, usability, accessibility, topicality, it has its own unique style, harmoniously combines the traditions of the scientific and pedagogical library and new technological solutions. It has been substantiated that the SSPL web portal fully fulfils informational, search, educational, advertising, navigation functions and serves as an integrated resource, a powerful tool for promoting information and library products and services that meet modern scientific and educational needs of society. The authors, among other things, have provided an overview of the SSPL electronic catalogue as the basis for scientific research. The relevance of the institution’s web portal has been statistically confirmed. It has been substantiated that the web portal is a powerful tool for conducting research in the issues of education, pedagogy and psychology. Also, its functioning is a significant factor that affects the image of both the SSPL and the NAES of Ukraine. The priority tasks for improving the web portal have been identified.

Issue: Rural-dwelling elderly have been shown to suffer from health disparities when compared to the general population. Research involving these individuals is important, and to have meaningful results, sample sizes must be adequate. Recruiting and retaining these individuals pose significant challenges. Context: Nurse researchers in the rural northwestern United States conducted a 4-part educational intervention aimed at increasing general and complementary and alternative health care literacy of older rural dwellers. Significant challenges were faced in both recruiting and retaining participants over the 6-month study period. Despite careful planning and community selection, the team had to double the number of communities in which they carried out the project to meet recruitment goals. Retention was also a challenge. Of 127 participants initially enrolled in the study, only 52 remained to the end. Lessons Learned: Challenges of recruiting and retaining are complex and compounded when the target population is rural, older and the study is longitudinal. Recruitment challenges included reaching older adults, offering a compelling program, and offering it in an acceptable format at a convenient time and place. A variety of outreach activities were conducted including in-person presentations, advertising or public interest stories in local newspapers or radio stations, and flyers on bulletin boards in restaurants, clinics, churches, community centers, and libraries. A project champion, an individual well known and connected within the community and committed to the success of the proposed study, is a major asset. Retention strategies included developing relationships with the participants and maintaining contact with them over the course of the study through such mechanisms as appointment cards, e-mail or regular mail, telephone reminders, and thank you cards. Oversampling was important as factors beyond the control of the researcher occurred; for example, illness, death, family crises, unexpected relocations, and weather events that prevented travel to scheduled research events. Keywords: complementary health, health literacy, participant retention, sampling Funding: National Institutes of Health, National Center for Complementary and Integrative Health 1R15AT009097-01DOI: https://doi.org/10.14574/ojrnhc.v21i1.642

This paper explores the impact of the COVID-19 pandemic from the perspective of three individuals, all of whom are early-career professionals: Julia, a term librarian for an academic library who began her role as the pandemic was causing widespread change; Christine, a recent graduate who started her job search during the pandemic; and Kevin, a current Master of Library and Information Science student who started and completed his co-op in an entirely remote setting. This paper explores their perspectives on job precarity in a remote work environment and provides reflections on working in a library setting during the pandemic. To bring together the key themes experienced throughout this period, several recommendations are offered to managers and early-career librarians as they navigate this new landscape. For employers, advertising new employees, organizing their onboarding, and ensuring concerted efforts for introductions are recommended. For new librarians, forming communities of practice and building relationships in the remote work environment to battle feelings of isolation and not belonging are recommended. The precarious roles most early-career librarians find themselves in is unlikely to improve during the pandemic. The perspectives and reflections shared in this paper are intended to provide a transparent view into the experiences of three early career librarians, what they have learned, and how they are maximizing their time in the remote work environment.

Введение. Современные медийные дискурсы, формируемые на пересечении разных (конкурирующих и взаимодействующих) практик интернета, рекламы, PR-коммуникации и источников СМИ, реализуют семиотическую среду, которая с точки зрения выполняемых функций может быть охарактеризована как монологическая, ориентированная на развлечение аудитории. Эксплозия способов привлечения внимания явно диссонирует с имплозией содержательных доминант дискурса, подвергающихся существенному воздействию развлекательной функции, которую можно охарактеризовать как ценностно-ориентирующую идеологию современных СМИ. Цель статьи – описать специфику развлекательной функции СМИ в дискурсивном пространстве конвергентного радио. Объект исследования – дискурсивная практика конвергентного радио. Материал и методы. Рассматриваются новые формы медийной коммуникации, значимые в аспекте тех технологических и социокультурных изменений, которые обусловили появление конвергентного радио. На материале веб-страниц и социально-сетевых версий радиоканалов анализируются дискурсивные механизмы реализации развлекательной функции. На основе теоретических положений дискурс-анализа и социальной семиотики делается предположение о гедонистическом характере развлекательной функции конвергентного радио. Результаты и обсуждение. Прежде всего гедонистические характеристики распространяются на коммуникационную среду радио, адресаты которого стали полноправными субъектами дискурса и его акторами. Информационный контент конвергентного радио формируется в среде активной коммуникации, в жанрах, которые унаследовали прототипические черты интернет-общения (чат-коммуникации). Если коммуникативный гедонизм как базовый компонент развлекательной функции и основная стратегия взаимодействия с адресатом достаточно хорошо представлен в научной литературе, то акциональный гедонизм рассматривается в этом качестве впервые. Заключение. Проанализированы те способы междискурсивного взаимодействия, которые являются основополагающими для формирования развлекательно-гедонистической функции, моделирующей особый тип отношений субъектов дискурса на основе потребительской идеологии. Сделаны выводы о значимости этого функционального компонента для дискурсивной среды конвергентного радио, в которой границы между развлекательным, информационным и аналитическим становятся очевидно нечеткими. Introduction. This work explores the recreational function of Media also recognized as the recreational function, hedonistic function, function of mental regulation, function of emotional release, etc. by various sources. We suppose that modern media mostly pursue hedonistic aspects of broadcasting as the changed structure and new conditions of functioning increased consumer’s component of address activity. Aim and objectives. The aim of this article is to describe the specifics of the entertainment function of the media in the discursive space of convergent radio. The object of research is the discursive practice of convergent radio. Material and methods. The article considers new forms of media communication that are significant in the aspect of those technological and socio-cultural changes that led to the emergence of convergent radio. Based on the material of web pages and social network versions of radio channels, the discursive mechanisms for the implementation of the entertainment function are analyzed. On the basis of the theoretical provisions of discourse analysis and social semiotics, an assumption is made about the hedonistic nature of the entertainment function of convergent radio. Results and discussion. The work investigates the specialty of the hedonistic function of modern radio discourse. Texts from radio websites and social network versions of entertaining radio channels served as material. From the position of modern semiotics and discourse analysis, the main communicative models between the subjects of discourse, which are formed on the borders of hedonistic strategy of radio, are allotted. A big role was played by advertising discourse and PR both integrated into communication practice by strategies of radio which pursue consumer’s ideology of modern media. Conclusion. Thus the interaction of radio discourse, advertising discourse, and PR provides hedonistic effects of (targeted attention) and participation: based on action and semiotic codes the addressee forms a convenient psychoemotional area of their identity – the consumer of high-quality media products, the user of various services that replace social institutions such as libraries, cinemas, hobby clubs, etc.. In this case the interactive user shows the necessary activeness (for discourse practice) in choosing recreational products and engagement in consumption of such.

A Review of: Immroth, Barbara and W. Bernard Lukenbill. “Teacher-School Library Media Specialist Collaboration through Social Marketing Strategies: An Information Behavior Study.” School Library Media Research 10 (2007). 22 April 2008 . Objective - The study attempted to apply the strategies of social marketing theory to collaboration between school librarians and teachers. Design - Based on the 1972 theory of social marketing by Zaltman, Kotler and Kaufman, a cohort of students in a graduate-level practicum established a collaborative unit with selected teachers within their school. In addition, two focus groups were conducted in alternate schools to gauge the overall attitudes of teachers toward collaboration with school librarians. Subjects - Students (student librarians) in a graduate-level certification class for Texas school librarians, and both teachers and librarians in host schools/districts for the graduate students’ practicum experiences Methods - Researchers used qualitative approaches, both case study and focus groups, to gather data about the collaborative interactions between teachers and school librarians. The interactions were designed using the social marketing AIDA model (Attention, Interest, Desire, and Action). Social marketing, based on models of commercial marketing, assumes that social goodwill is a motivator for establishing interactions between groups – or selling a service that is for the greater good. Students in a graduate-level practicum were instructed to develop a strategy based on the AIDA model to elicit and carry out a collaborative unit with teachers in their host schools. They were given specific guidelines by the principal investigators that included: • Instructions for designing announcements, leaflets, and conferences as marketing strategies • Instructional unit designs for subject content and information literacy skills • Incentive payments of $200 to be used for library resources as an incentive to collaborate. • The steps to engaging in the collaborative process • Procedural guidelines for taking field notes, unobtrusive observations and informal evidence. Summative evaluation was based on a reflective journaling exercise by both student librarian and teacher. Measurements and recordings were analysed using accepted case study methods. Main Results - Social Marketing Model The researchers evaluated the study in each of the four aspects of the Social Marketing Model. Attention (A) – Gaining Attention and Convincing. Efforts to gain attention through student choices of flyers to teachers were not successful. E-mail announcements were more effective, but it appeared that direct librarian-teacher contact was the most effective. The monetary incentive also did not appear to have an effect on response rate. Host librarians did make suggestions regarding the appropriateness of when and how to distribute the flyers in some cases. Researchers concluded that perhaps such a straightforward advertising approach did not fit in the established relationships, and may be a better choice for new librarians who are establishing their presence in schools. Interest (I) -- Promoting Interest in Services and/or Products Researchers noted that initial strategies did not promote interest in the field study project. Teachers cited time and test–related curriculum restraints, and viewed the project as an “extra” responsibility. The researchers note the need to establish the value of the collaborative instruction to long-term goals for both teachers and librarians. The focus groups showed more interest in collaboration, and an awareness of the value of librarians’ collaboration in promoting effective teaching and improving student achievement. Desire (D) and Action (A) – Recognizing Values and Taking Action. Field test responses did not reflect desire on the part of teachers to collaborate with student librarians. Only two teachers responded directly to the advertisement. The offer of monetary incentive ($200 in library supplies) also did not appear to increase motivation of teachers to participate. Results after the field test showed that overall, teachers gained an appreciation of the value of collaboration with school librarians, and indicated they would be open to future projects. Action Process themes of successful marketing campaigns were evident in the results of the study and benefits in being exposed to new resources and information approaches were reported by teachers. The concept of territoriality of teachers, and how much authority is shared with librarians in a collaborative setting, was an aspect not explored by the study, although indications from both the field test and the focus groups showed that the perception of the competency of the student librarian, and the teacher’s personal approach (structured vs. more relaxed) affected the release of teaching authority. The librarian bringing ideas, concepts and directions to teachers can enhance collaboration. Opportunities to collaborate based on objectives of state-mandated exams to develop specific skills can also foster collaboration. Main Results - Collaborative Research This project reflected much of the earlier research in collaboration and added data to support the importance of the findings of the landmark Mettessich and Monsey (1972) study of collaboration. Shared interest, mutual trust, flexibility, adaptability and clear roles and policies were all reflected as needs in the current study. In addition, clear communication, shared goals and purposes and the need to have leadership from the school librarians in establishing collaborative interactions was reiterated. Predictive behaviour of teachers toward collaboration included time and overall commitments to other teaching responsibilities. Confidence in the skills and knowledge of the librarian also affected the teachers’ willingness to collaborate. Conclusions - Social exchange theory and community psychology were cited by the researchers as two theoretical concepts that affected the design and interpretation of data. They suggest that these two strategies may be most helpful in situations that have less than optimal environments for collaboration, where librarians have not been successful, or are not considered equal to the tasks.

Objective – To determine the factors, barriers and facilitators, preference, and intended use of e-book compared to print book usage by all patrons in a health science library system, which serves a university with health science degree programs and a hospital system. Design – Two online surveys. Setting – University of Pittsburgh Health Sciences Library System, which includes the University of Pittsburgh’s six schools of health sciences (medicine, dental medicine, nursing, pharmacy, public health, and rehabilitation) and the University of Pittsburgh Medical Center hospitals and programs. Subjects – All health sciences library system users, including faculty, researchers, clinicians, residents, fellows, employees, and students. Methods – Two versions of the survey were deployed in 2009 using Opinio. There were 46 questions for the University of Pittsburgh Medical Center (UPMC) survey and 47 questions for the University of Pittsburgh (Pitt) survey. The surveys were pilot tested by Health Sciences Library System (HSLS) librarians and graduate students in a survey methods class. The survey was edited based on the feedback provided and received institutional review board approval as an exempt study. A total of 5,292 email addresses were randomly selected by SPSS from a pool of 9,472 UPMC and Pitt patrons registered with a HSLS remote access password; 2,684 patrons from UPMC and 2,608 patrons from Pitt were selected. HSLS librarians were excluded from the survey. Participants were emailed a link to the survey in March of 2009. Three email reminders were sent at five day intervals. Data was collected for 22 days and exported from Opinio to SPSS statistics software. Survey results were analyzed using basic descriptive statistics and cross-tabulations. Main Results – Of the 5,292 emails sent, 979 surveys were submitted and 871 were completed fully. The 108 partially completed the surveys were analyzed using pair wise deletion. All HSLS user groups were represented and all rated their confidence in computer skills high. The mean age of respondents was 39.9 with the majority of respondents being female. Of the 871 completed surveys, over half (55.4%) of the respondents reported using HSLS e-books: 66.7% men and 54.9% women. HSLS e-books were used for in-depth reading by 53.4% of men and 36.8% of women. At UPMC, 70% of attending physicians, interns, residents, fellows, and Pitt postdoctoral/fellows use HSLS e-books. The primary use of the e-books was for clinical care, by 75.3% of attending physicians; 86% of interns, residents, and fellows; and 38.9% of nurses. HSLS e-books are also used by 61.8% of respiratory care and physical therapists, 28.6% of administrators, and 56.8% of researchers. At Pitt, 73% of postdoctoral students or fellows and 64.7% of faculty used HSLS e-books. The primary use of the e-books was to support research. 76.5% of postdoctoral students and fellows and 54.1% of faculty used e-books for this purpose. Only 21.3% of faculty assigned e-books for class readings. Though 14% of undergraduate and 33.5% of medical students responded that they had been assigned readings from e-books, 51% of undergraduates and 62.1% of graduate and medical students used an e-book to complete an assignment. Over half (65.5%) of respondents saw information about HSLS e-books on the HSLS website and 55.4% of respondents used an HSLS e-book. When using an e-book, 56.6% look up brief, factual information while 41.9% use e-books for in-depth study. Uses of HSLS e-book search tools were rated: the federated full text search tool was used by 67.2% of respondents and 74.3% of those who use this tool rated it as moderately to extremely useful. Google books and the library catalog were also rated moderately to extremely useful by respondents. The catalog received the lowest rating of the HSLS e-book search tools. More respondents (95.4%) use the library’s website than come to the physical library (63.8%); however, 66.9% say they use both the website and physical library. Of the 63.8% of respondents who came to one of the HSLS libraries, 67.2% borrowed or used a HSLS print book. When using a book at the library, 23.4% only use print, 14.8% only use e-books, 44.7% use both, and 17.1% use neither. Fewer respondents (46.4%) agreed or completely agreed they could locate an e-book compared to those who agreed or completely agreed they could locate a print book (66.7%). Nearly half (45.3%) agreed that both HSLS e-books and print books were accessible where they needed to use them; however, only 27.9% agreed or completely agreed that they had time to go to the library and use a print book when they needed it. The closer a respondent worked to the library the more likely they used the physical library. Those also within one block of the library were greater users of HSLS e-books (67% of respondents) than those who worked more than two blocks from the library (52.3% of respondents). When respondents did come to the library, 84.3% used a HSLS print book in the past year and 64.7% used an HSLS e-book. Of the respondents who did not have time to come to the library, 55.3% used a HSLS print book and 55.3% used a HSLS e-book. When using e-books, respondents preferred such features as printing, saving, and searching over features such as bookmarking, highlighting, and annotating. Respondents also preferred e-books for general reference and pharmaceutical reference, and print books for textbooks and handbooks. A finding of significance is that “those preferring print were more flexible about using e-books than those preferring e-books were about using print” (p. 224). Conclusion – HSLS e-book use varied depending on the respondent’s role at their institution (e.g., clinical physician, researcher) and type of book (e.g., reference book) they used. The heaviest HSLS e-book users were students, postdoctoral fellows, researchers, and clinical physicians. Respondents who used HSLS e-books most often were also those who used print books most often, and respondents within one block of the library were some of the heaviest HSLS e-book users. Respondents felt that reference and pharmaceutical books were more suitable as e-books. Also of note was that though faculty were not using e-books heavily for assigned readings, students were using HSLS e-books to complete assignments. The greatest drive to choosing between a print and e-book was the respondent’s information need and which book format was most convenient to access at that time. Respondents were flexible in their use of print books and e-books: respondents “would be willing to use a less preferred format if it were more convenient at the time of need” (p.226). In light of respondents’ flexibility between e-book and print book usage, the authors suggest that collection development librarians could reduce the duplication of book formats. Regarding awareness of e-books, survey results from this study were comparable to that of other studies. Also, the respondent’s comments indicate that the survey itself prompted e-book awareness: respondents felt that more advertising of e-books should be done. Such responses show that passive advertisement of e-books though the library’s catalog and on the website are not enough. E-books should be advertised during library instructional sessions. Respondents also prefer Web access to HSLS e-books as well as the HSLS federated e-book search rather than to access HSLS e-books from the library catalog. The authors’ recommendation is to make sure users can easily access e-book catalog records through the Web in order to best facilitate patrons’ use of e-books. Despite the conclusions that were drawn, there were several limitations of this study. Though the sample size was large enough and all HSLS users were included, the response rate was very low. Bias could be an issue as well: non-response bias as well as an overestimation of the number of HSLS e-book users could be contributing factors to the low response rate. In addition to the small sample size and possible bias, the lack of completed responses (11%) was also a concern. Finally, respondents expressed confusion over how “e-books” were defined in the survey. Because of these issues, results of this survey may not be generalizable to other libraries.

Fashion magazines contain hidden delights ripe for investigating. One can explore overt content and covert messages in fashion magazine advertising art by probing the periodical and its promotional images for historical or social clues and for the advertiser's manipulative methods. Art librarians can apply and encourage the use of analytical techniques in connection with fashion advertising art from any era or region of the world. The focus here is on a single firm, the Demorest Fashion and Sewing-Machine Company, best known for its paper sewing patterns, and how in a single volume of its monthly magazine it promoted the purchase of fashion goods in connection with a world's fair: the 1876 Centennial Exhibition in Philadelphia. Comparing a 19th-century fashion engraving with a related photograph; and viewing a magazine advertisement as a set of repeating patterns according to a 21st-century process, fractal-concept analysis, together yield a trove of information and prompt further ideas for alternate and peripheral lines of inquiry.

Abstract The creative and cultural arts sector in the United Kingdom, most often termed the 'arts and cultural industries' in 2011 had a turnover of £12.4 billion published in Create Arts Council England. The Centre for Economic and Business Research (CEBR) stated that the arts and cultural industry in 2016 was responsible for £21.2 billion direct turnover, which involved 137,250 jobs. This sector pays 5% more than the UK median salary and so makes a positive contribution to an average household. This industry also plays an important role in supporting wider commercial activity. This includes tourism spend estimated as £856 million and this includes film production advertising, design and crafts all of which is also showcased overseas. In addition, this sector's work is seen to have a wider benefit for health and wellbeing. For example, those who attended a cultural place or event in the preceding twelve months were 60% more likely to report good health and in terms of spend, people valued being in an audience for the arts as they spent £2000 a year on events, which is more than for sport, as cited in the Arts Council England report of 2014. The continued need for reports and advocacy for the value of the arts and how that value should be ascribed is frustrating as there is a continued and pervasive sense that these areas are still of less value when compared with STEM learning and industrial activity, yet there are an estimated 89,000 jobs in museums, galleries and libraries and 296,000 jobs in music, performing and visual arts. In 2018, the number of jobs in the creative industries sector stood at just over two million, an increase of 1.6% from 2017. The sector accounted for 6.2% of UK jobs in 2018. The number of jobs in the creative industries has increased by 30.6% from 2011: three times the growth rate of employment in the United Kingdom overall (10.1%) (Department for Digital, Culture, Media and Sport [DCMS] 2018). The cultural sector had a workforce of 659,000, a fall of 2.1% from 674,000 in 2017 (a record number). The sector accounted for 2.0% of all UK jobs in 2018. Since 2011, the cultural sector workforce has grown by 21.0%.All of these sectors do not include tourism; however, we know that when people are tourists, they are doing and seeing stuff which is most often in the realm of cultural and creative sector developed activity. Across Europe and by their different methodologies of definition of the cultural sector, defined anyone employed in an economic sector defined as 'cultural', irrespective of whether they are employed in a cultural occupation and all persons with occupations relating to culture are included, even if the people concerned are employed in non-cultural sectors ‐ the number is 8.7 million people (European Union Labour Force Survey: EU-LFS).

Subject area The case focuses on brief elaboration, importance, objectives and components. While there are many ways to elaborate a brief, the overriding goal is to outline the most relevant guidelines for campaign design, and the decisions required to launch an advertising campaign. Study level/applicability This case may be used for the first marketing course in MBA curricula, as well as in executive education programs addressing communications and advertising strategy issues. Case overview On a cold July afternoon in 2005, Matías Ruiz faced a difficult challenge. After months of long presentations and detailed discussions, the budget for a new advertising campaign had been finally approved. Ever since its arrival in Argentina, the company had concentrated all its efforts on positioning its corporate brand. Now with a firm standing in the domestic market, the time had come to advertise Lubrax, Petrobras' lubricant brand. Bearing in mind that the goal was to build a unique and independent brand identity for Lubrax while preserving its links to Petrobras, Ruiz's team, along with Diálogo Publicidad, a local advertising agency, had prepared three TV advertisements. Ruiz had to choose the most suitable campaign with an approved budget of US$ 3 million – 40 percent below the sum he had hoped to raise. At least one of those ads had to be launched in late October 2005, in time for the category's seasonal consumer sales peak. To do that, Ruiz needed to make a decision and to present a complete proposal to Lubrax's Marketing Director. This case study describes the questions confronting Ruiz at that time – Which ad should we pick? What brand image do we want for Lubrax? What is it that we wish to communicate? What is our goal? What segment are we addressing? Expected learning outcomes The case provides an insight into the use of advertising campaigns as a marketing tool, describing the company's competition, consumers, distribution channels and organizational hurdles. As a result, it may be used to help students: understand communications complexities, delving into each step in the process and taking stock of relevant decisions involved; learn about the research studies and data analyses required to build a communications plan that fits in with a company's strategy; manage a specific marketing budget; gain experience on advertising campaign development and subsequent evaluation; and survey the mix of marketing drivers needed to boost business sustainability. It will enable students to realize both the significance of thorough brief preparation to pursue a company's strategic goals and the importance of ensuring the ad chosen matches that brief. Supplementary materials Teaching notes are available; please contact your librarian for access.

Subject area Integrated advertising, promotion and marketing communications. Study level/applicability The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for. Case overview The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage. Expected learning outcomes The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand. Supplementary materials Teaching notes are available. Please consult your librarian for access.

Subject area Marketing management, digital marketing, advertising and promotion management, and technology management. Study level/applicability The case is suitable for BBA and MBA students. It can also be considered in executive education programs. Case overview Venkatesh Kothapalli, the marketing head at Reebok India headquarters at Gurgaon, was in a decision dilemma about the effectiveness of using social media marketing and its employment in the current scheme of marketing strategy being planned. He had been able to generate a fair amount of awareness and excitement amongst potential users on Reebok's social media sites. However, these often fail to convert into topline sales. In addition, Alex his superior had given clear instructions that no separate budget would be earmarked for this type of medium. So Venkatesh had to divert some parts of his existing budgets (which he did from the PR budget and the DM budget) and channel these into the new area of social media marketing. This had also created concerns in Venkatesh's mind about the possibility of the new media not showing favourable results while budgets of the traditional and tried and tested media like PR and direct marketing were being chopped. Expected learning outcomes These include: understanding the dilemma of an organization's adoption of newer marketing tools as opposed to traditional marketing practices; evaluating the role of newer mediums like social media marketing and its long term and short term relevance; understanding the origins and development of social media marketing to grasp the full scale of its usefulness; and appreciating the complexities of measuring the effectiveness of social media marketing initiatives. Supplementary materials Teaching notes are available, please consult your librarian for access.

“I’m deep inside a funny mood again, like to brood again, if I could again I feel like walking on a cloud again, think aloud again, write and then...”1 The “Kuala Lumpur Declaration on Promotion of Scholarly Writing Skills and Standards in the Asia Pacific Region” was launched at the 2012 Convention of the Asia Pacific Association of Medical Journal Editors (APAME) held in Kuala Lumpur, Malaysia from 31 August to 3 September 2012.2 Considering the importance of “scholarly, scientific and technical health information” as an “invaluable resource” for “universal health promotion and policy development;” the necessity that this health information be “reliable, comprehensible and available” to the region and the world; the reality that the Asia Pacific region represents over half of the world population that both “generate(s) and need(s) an enormous amount of health information;” and that the Asia Pacific Association of Medical Journal Editors (APAME) “is an important catalyst for the promotion of scholarly writing skills and standards” that will “increase the reliability, comprehensibility and availability” of such vital health information; participants confirmed their commitment to “promoting scholarly writing skills and standards;” to the “continuing education of researchers, authors, reviewers and editors;” and to “collaboration with academic societies, universities, government and non-government organizations” in order to “ensure greater access to publication;” “empower them to write, review and edit;” and “promote research and publication” thereby “elevating loco-regional research and publishing to the global arena;” “promoting health and well-being in the region and the world;” and the “betterment of health and societal development in the region and globally.”2 The promotion of scholarly writing skills and standards presupposes giving them preference, precedence or priority (1: the quality or state of being prior; 2: precedence 3: superiority in rank, position, or privilege; 4: a preferential rating; especially: one that allocates rights to goods and services usually in limited supply; 5: something given or meriting attention before competing alternatives).3 Without prioritization, promotion is mere lip service. Promotion (the act of furthering the growth or development of something; especially: the furtherance of the acceptance and sale of merchandise through advertising, publicity, or discounting)4 in publishing entails concrete and sustained measures to ensure the growth and development of individual and collective researchers, authors, reviewers and editors, as well as librarians and ultimately, our readers. The Introductory Medical Writing Skills Workshop co-hosted by the Philippine Society of Otolaryngology Head and Neck Surgery on November 17, 2012 embodies “our commitment to the continuing education of researchers, authors, reviewers and editors, to empower them to write, review and edit scholarly manuscripts for publication and dissemination, thereby promoting health and well-being in the region and the world.”2 This workshop begins the formal introduction of Fellows, Diplomates and Resident Physicians to “scholarly writing skills and standards, in order to set the example for our peers, authors, reviewers, editors and librarians.”2 We are conducting or have conducted similar workshops in Manila, Davao, Cebu, Baguio and Iloilo as well as in Singapore, Malaysia, Brunei Darussalam, India, Vietnam and Cambodia. Ultimately, this workshop will help the Philippine Journal of Otolaryngology Head and Neck Surgery attain “increasing scholarly quality worthy of continued production and dissemination.”2 I was especially gratified to recently learn from a colleague that a 2009 article published in our journal had generated an inquiry from a potential patient in Australia, who was in search of a therapeutic solution for his problem. It is this same visibility that generates submissions from various countries, which to date includes Malaysia, India, Brunei Darussalam, Japan, New Zealand, Turkey and the United States of America. As we continue to grow and nurture our international pool of authors, reviewers and editors, may we likewise harvest more and more local talent for the various roles that make up our journal. I am very happy to announce that the Philippine Journal of Otolaryngology Head and Neck Surgery is now also indexed on the Asia Pacific Medical Journal Articles Central Archives (APAMED Central) available at http://apamedcentral.org/ a digital archive and reference linking platform of journals published in Member States of the WHO Western Pacific Region and Southeast Asian Region, supported by the World Health Organization and powered by KoreaMed Synapse. This additional archive ensures our increasing presence to the rest of the world, promoting greater visibility of our published research.

Why should international educators encourage research abroad? The work of the students represented in this Special Volume of Frontiers exemplifies the best of undergraduate research abroad. Their research shows an achievement of one, or all, of the goals international educators typically set for learning abroad: linguistic competence, cross-cultural skills, cultural competence, and disciplinary learning. Research abroad often holds strong incentives for successful student learning. Students choose their own research topics, providing intrinsic motivation to move beyond superficial explorations of their topic. Fulfilling faculty expectations for student learning, whether in the form of a paper, thesis, data collection or ethnographic study provides extrinsic motivation. The value of disciplinary learning abroad, especially in course-based programs, disputed on home campuses. Undergraduate research abroad can demonstrate that the cultural context of learning enhances the disciplinary knowledge gained. Disciplinary learning in another cultural context can correct culturally-ingrained research biases. Students gain knowledge difficult to capture without the cultural exposure provided by the experience abroad, which informs their work with nuances of first-hand research, moving it beyond the intellectual. Home-campus faculty may be less skeptical of the merits of sending students abroad for disciplinary learning if that experience results in an increase in knowledge or a demonstration of the application of previously gained disciplinary knowledge in a new context. Developing research skills in an international context means that students must learn how to navigate in another culture. Students must interact with people who are not their peers and who are outside a traditional classroom setting. By approaching organizations and individuals that inform their research, students learn much about the workings of the culture. And success in one attempt to navigate a host-culture can lead to success in further attempts. For the student-researcher, persistence is necessary because their research goal depends on successfully gaining access to the information they require. Cross-cultural skills are the tools that enable student-researchers to accomplish their goals and finish their projects. In order to achieve this in non-English language locations, students must develop a certain level of linguistic competence or, if using an interpreter, basic forms of communication in the host language. They must develop these competencies not only in everyday topics, but also in their fields of research. How will they ask about their topic if they do not learn some of the vocabulary? How will they obtain the help or information they need if they cannot ask people for it in appropriate forms? Since a research project typically requires a number of weeks to complete, student-researchers are likely to use these linguistic skills on an on-going basis. As a result, the linguistic competency gained is reinforced, and becomes more permanent. This cultural and linguistic learning can lead students to develop generalized cross-cultural skills with the assistance of international educators. We can provide valuable help to students doing research by asking them questions that will encourage them to realize that these skills transfer into other cultural situations. Often it requires simple queries: “What did you do to get this information? Did you have someone specific in the culture that gave you good advice? How did you find this person? What steps did you take when you succeeded in doing a piece of your research? When you did not succeed how did you figure out what went wrong? What did you do to try again? Beyond these basic questions, there are larger ones that can spur on student learning: “What did you learn from doing this project that would allow you to do another one in a completely different culture? How did you make sure your project was culturally appropriate? Did you think about making your project useful for local people? How would you share these results in the most effective way?” In posing these questions, we encourage students to examine the specific context of their research, and also to consider a meta-level analysis that places their research in a broader context. The hope is that students will see these skills in the wider global context, and that future cultural learning will be analyzed in a similar manner and transferred into other cross-cultural situations. If we achieve this, then we have certainly met the highest goals of encouraging students to learn to transcend cultural differences in constructive ways and to adapt to differing cultural modes as appropriate. Student research abroad can be a powerful way to accomplish all types of cultural learning. Supporting Undergraduate Research Abroad Even with these benefits, not many undergraduate students undertake research opportunities abroad. Faculty may advise students that research in their chosen discipline is better done at home, given the resources of the home campus. Students may be told that their language skills are not strong enough or that they are simply not mature enough as scholars in their disciplines to conduct relevant research. Students may be encouraged to conduct research or participate in directed study, but not to do field work or participate in experiential learning. A student may be able to receive credit for an internship that requires a substantial paper, but not for an ethnographic study. Moreover, the very idea of conducting research may be daunting to some students. Efforts should be made to advertise existing research opportunities abroad and to encourage new ideas for conducting research. If undergraduate research is endorsed by the highest academic officers of our institutions, our Presidents, Provosts and Academic Deans, faculty are more likely to provide encouragement and support, and then students will be more likely to pursue these options. International educators can assist these efforts by creating programs that offer research options, advertising such programs, and, most importantly, finding funding sources for such efforts. In order for students to take advantage of possible opportunities, it may be necessary to find ways to register students who might otherwise travel abroad independently (and thereby not be registered at their home institutions) in credit-bearing programs that would make them eligible for funding. The National Security Education Program David L. Boren Undergraduate Scholarships provides a model that allows advanced undergraduates with strong language skills to apply for funding for individually-arranged, supervised independent study. International educators may also help by designing processes on the home campus that support student research abroad. Research can take many forms, from the use of original documents and artifacts in libraries, archives, and museums, to service-learning, conducting field work, joining a research group, conducting interviews, doing a creative project, or interning or volunteering for an organization. On-campus administrative processes should make clear to students what types of projects are eligible to receive credit. If a student expects to receive credit at their home institution, they need to be able to review easily the criteria for determining whether credit will be granted with the appropriate on-campus authority (e.g. academic dean, department head, or registrar). Receiving credit helps to motivate the student and to validate the undertaking; making the credit-granting process clear can make a big difference to students exploring these options. It also assures that there will be faculty input, if not throughout the project, at least in the determination of granting credit on the home campus. In designing programs abroad with research components, faculty involvement is essential. Indeed, faculty supervision and support can make or break such projects for students. Faculty supervisors on the home campus or abroad will be more likely to agree to support a student researcher if they feel that this is a recognized part of their teaching. The supervision of an independent study can be time-consuming. Do departments consider this supervision when assigning workloads? Is extra compensation provided? Should these financial concerns be addressed in the budgets of the abroad programs? Can students continue follow-up work with faculty after they return home? Faculty supervision of student research abroad may follow various models. In some cases, research is an integral part of a study abroad program. Arrangements may be made to train the student on-site, perhaps as part of a course. The student conducts the research on-site, under the supervision of a resident director, or an on-site faculty member, and the course ultimately becomes a part of the student’s academic record, along with all other courses taken abroad. Another model has a faculty member at the student’s home institution supervising the student, along with some support given by a local faculty member. This model requires effective communication between the student and the faculty member on the home campus. In both cases clear goals need to be established about the nature of the project, research methods, and the final product. Fortunately, many of these formats can follow timelines and processes already developed on the home campus. However, once in the host country, parameters may change. Students may discover new opportunities, or their original ideas and plans may not be feasible. The logistics of conducting research in an international setting may make it impossible to keep to the original goals. In addition to guiding research and assessing the final product, faculty can serve in other important roles. They may introduce students to opportunities to submit their work for publication, present it at professional conferences, or compete for academic awards. Undergraduate research funding from the home institution might require a student to present their findings. Some institutions organize annual opportunities for students to give oral presentations or poster sessions during research fairs or conferences on campus. Others have a journal of student research. Resources and opportunities that are provided to students who conduct research on campus should also be extended to those whose work is done overseas. In many cases students may use the research conducted abroad as the foundation for a senior thesis. Students may choose to conduct independent research abroad. If students do research and are not enrolled in a program (e.g., during the summer) and have been encouraged to do so by their institution, have received funds from their institution, and will perhaps receive credit, their home institution should prepare them for the experience. Faculty and administrators should conduct seminars, orientation programs, and research methodology sessions to prepare students. Institutions should consider offering benefits to individual students that they would normally offer to students going abroad on registered study abroad programs (i.e., access to emergency services). By regularizing these aspects of going abroad, even to conduct independent research, institutions will be better able to track students who are conducting research abroad. At the minimum, students going abroad independently should be directed to information sources on health, safety, and security preparations when traveling to the host country. Additionally, students should be made aware of any legal issues related to doing research, and have their proposals vetted through the usual campus channels such as institutional review boards. Outcomes of Student Research Little data exists on how many students conduct research abroad, or on how this experience affects their academic work when they return to campus as well as their career decisions after graduation. Currently the national data on study abroad from the Institute of International Education’s annual Open Doors report documents only participation in credit-bearing programs. No statistics are kept on the numbers of students conducting research abroad who will not receive credit for their research. Among the questions this lack of data raises are: Are these students more likely to attend graduate school in their major discipline and to look for opportunities to conduct research abroad? Are they more likely to pursue independent research in sites that are less common as study abroad destinations? If they conducted research in a foreign language, are they more likely to study this language at an advanced level? The Lincoln Commission articulates the need for more in-depth international educational experiences, of which research can play an important part: An understanding of the diverse cultures of the world, especially those of developing countries, should be an essential component of the 21st-century education of our nation’s students. Direct exposure to foreign languages and other aspects of these cultures can best be achieved through a meaningful study abroad experience. Broader global awareness among America’s future leaders will, in turn, lead to more effective U.S. foreign policy, greater security from terrorism and economic resilience in the increasingly competitive world of trade. The research benefits discussed above mesh well with the current national interests that call for broader global awareness, and international educators should seriously consider designing and supporting research opportunities as one of their efforts to increase such competencies. Conducting research abroad can be one of the most personally satisfying parts of a student’s undergraduate academic career. These undertakings can also be frustrating and fraught with difficulties unless there is good planning and communication with a students’ academic advisors. International educators can assist in making these opportunities as effective, safe, and rewarding as possible. Faculty and administrators should look for ways to help students overcome the potential barriers to a successful experience, including the credit-approval process, organizing faculty supervision, and accessing information about opportunities, as well as funding. Since undergraduate student research abroad can lead to improved linguistic competence, cross-cultural skills, cultural competence, and disciplinary knowledge, we should do everything we can to develop and promote it. Mell C. Bolen~ Brown University Pat Martin~ University of Pennsylvania About the IFSA Foundation: The IFSA Foundation was founded to assist the continuing advancement of international education through direct and indirect support of study abroad by undergraduate students from U.S. colleges and universities. This is the first foundation whose mission focuses exclusively on the advancement of study abroad as a major component of higher education in the United States The Directors of the Foundation believe that effective study abroad for U.S. students involves minimally a semester length experience and, wherever possible, close academic integration with recognized universities abroad and, in all cases, the provision by the program sponsors of comprehensive student services to maximize the academic and cultural benefit of the experience and provide for the welfare and security of students. The IFSA Foundation intends to concentrate on projects that will provide muchneeded strength to undergraduate study abroad in the United States: scholarships to extend opportunities (particularly among underrepresented groups); start-up funding for underdeveloped areas of semester and full year study abroad programs; and support for the development of innovative projects designed to broaden the scope of the undergraduate study abroad experience. The IFSA Foundation grants are given only to institutions; scholarship grants are not tied to participation of students on any particular program. For more information: http://www.theifsafoundation.org