Special topics paper

Recommendations without saying a word: Passive readers’ advisory

Readers’ advisory (RA) is a service offered to patrons to assist them in identifying items that they will enjoy borrowing from the library. RA generally involves an interview to determine the patron’s desires based on past positive or negative experiences, favorite author, mood, pace, time period, and anything else helpful in hopes of locating the perfect book for the patron. Readers’ advisory service is becoming an increasingly sought after service from staff in the majority of public libraries. According to survey results, “All of the public librarians who answered a survey recently developed by LJ (Library Journal) with NoveList and the RUSA/CODES Readers' Advisory Research and Trends Committee said that they conducted personal RA in-house.” (Schwartz, 2014) 

Chances are good that when working with the public, a RA inquiry will arise as survey results indicate that an “in-person RA takes place 85% of the time at the reference desk and 59% at the circulation desk.” (Schwartz, 2014) Patrons can also gain satisfaction in selecting their own books as part of their entire reading experience or appreciate suggestions when they feel staff is too busy to assist them with individual assistance. Those patrons still benefit from staff’s expertise in readers’ advisory services through the classification of material, creative use of displays, and the information provided about and the promotion of materials in the library.

Passive readers’ advisory services, sometimes referred to as self-service readers’ advisory, involves the actions of and intentions in staff recommending and suggesting books to patrons in all possible methods and modes, aside from verbal communication. “Passive readers’ advisory is an essential part of any library’s readers’ advisory services because it reaches a group of readers who cannot or will not take advantage of real-time or face-to-face services.” (Moyer, 2010, p. 73) According to the survey, “Self-directed RA is also highly popular, with 94% of libraries creating book displays, for example, and 75% offering book lists.” (Schwartz, 2014)

While many patrons enjoy nothing more than talking to library staff and using their expertise and resources to help them discover a new book; some patrons’ simply enjoy discovering a book to read by browsing on their own. According to the article, Flow: The benefits of pleasure reading and tapping readers’ interests, “The importance of self-selection is key in developing services to fiction readers. Through Readers’ Advisory Services, libraries can passively and actively promote fiction to readers. Passive readers’ advisory is the act of grouping, displaying or highlighting books to make them accessible to readers seeking to self-select titles.” (Towey, 2001)

There are many different types of passive readers’ advisory methods used in libraries that staff may not even be aware that they are offering to patrons. A subtle advisory service employed by libraries is in the organization of the collection.  “Grouping the fiction collection by genre or placing genre identification on book spines is often suggested as the solution to providing readers with better access to the fiction collection.” (Saricks, 2005, p.138) If a patron enjoys Mystery Fiction, for instance, they are able to browse that area without asking for staff assistance. Unfortunately, without speaking to staff, patrons may be unaware that the Mystery section does not contain some of the suspense titles they enjoy, or that their favorite author may also have books in a separate section as well. Genre defining stickers placed on the materials spine can also assist patrons in selecting books based on their preferences especially when the collection is not divided into separate genres. Regrettably, issues of inconsistent classification can occur with subjective staff determination of material placement, lack of knowledge of a particular title or genre and the fact that many authors are writing books that are in blurred genres or in a completely different genre altogether.

Displays around the library are a great way of promoting material and can be used in a variety of physical locations, and take up as much or little space deemed necessary. The displays can be customized to fit any need that the library wants to meet. Megan Tarbett author of “Market your library like a bookstore” was a merchandising manager at Barnes & Noble before becoming a librarian and offers this valuable advice for successful displays,

This is the most important thing to remember about making a display. A display doesn't have to be put up on the first of the month, be forgotten, and then taken down at the end of the month to begin the cycle again. If a display is having a great impact, leave it up. Add to it. Modify it to keep it vital. On the flip side, if a display is a nonmoving stack of books, take it down and put something else up. It sounds simple and it is, if you let yourself be nimble and alert to your patrons' wants and the profession's trends. Make a basic display plan at the beginning of the month but be willing to change it as the month goes along. (2011)

Displays are a great way to offer self-selection and increase the circulation of material.

In the article, “Working without a Net Readers’ Advisory in the Small Public Library”, Katie Mediatore Stover, provides several great ideas for RA tools that she credits to Talk Table participants at PLA. (Stover, 2005)

·         In preparation for blockbuster books, make a quick read-alike list for titles with expected long reserve or hold lists. 

·         Feature a "Book of the Day" at the checkout point. As soon as it disappears, get another book to take its place.

·         A perennial low-maintenance favorite is the "Good Reading You May Have Missed" basket. Ask staff and patrons to add to the basket. Patrons enjoy making their own choices, but they also appreciate having the choices whittled down to the best material.

·         Leave multicolored index cards at the public service desk for patrons, and invite comments and suggestions about current reading. After a handful of cards have been collected, put them on a ring, and leave it at the desk for patrons to flip through.

These ideas are all effective methods of passive RA techniques that can be utilized by any size library, without a budget and are fairly low-maintenance; some also include patron involvement which is a fun way to expand suggestions and add variety to them.

Making bookmarks and booklists are both terrific resources in offering passive RA and providing additional information to all patrons. Bookmarks can easily be created through templates and can feature staff packs, patron favorites, new releases, “similar to” and suggested titles or anything else desired. Booklists are generally printed on full size paper, and can be folded, full page or multiple pages. This gives them the ability to contain more information about the book, including a brief annotation. Booklists can cover any topic, theme or bestsellers. (Moyer, 2010, p. 76) If the material is available in the library, (which is always a positive thing to make sure that it is available for patrons to borrow or reserve from the collection) the item location can also be noted.

No matter how patrons receive staff’s assistance, we want it to be positive. Librarians are always thinking of the best way to serve patrons and through that, the scope of RA has evolved to help patrons find the material that best serves their needs. Whether it is for sheer entertainment or resources for a research paper; the librarian can offer value through recommendations. Passive readers’ advisory extends the offerings to patrons without saying a word.

References

Moyer, J. E., & Stover, K. M. (2010). Readers' Advisory Handbook. Chicago, IL, USA: ALA Editions. Retrieved from http://www.ebrary.com

Saricks, J. G. (2005). Readers' Advisory Service in the Public Library (3rd Edition). Chicago, IL, USA: ALA Editions. Retrieved from http://www.ebrary.com

Schwartz, M., & Thornton-Verma, H. (2014). The State of Readers' Advisory. Library Journal, 139(2), 30.

Stover, K. M. (2005). Working without a Net: Readers' Advisory in the Small Public Library. Reference & User Services Quarterly, 45(2), 122-125.

Tarbett, M. (2011). Market Your Library Like a Bookstore. Voice Of Youth Advocates, 34(4), 334-336.
Tarulli, L. l., & Welch, L. w. (2013). RA Training. Reference & User Services Quarterly, 52(3), 191-196.

Towey, C. A. (2001). Flow: The Benefits of Pleasure Reading and Tapping Readers' Interests. Acquisitions Librarian, 13(25), 131.