W GWYN WILLIAMS HON FLA MinstAM
Cyfarwyddwr Gwasanaethau Llyfrgell a Gwybodaeth
Director of Library and Information Services
Mr. Roger Bowes, Eich Cyf/Your Ref WGW/CJA
Public Library Review Secretariat, Ein Cyf/Our Ref WGW/CJA
ASLIB, The Association for Information Management
Information House,
20-24 Old Street,
London EC1V 9AP
Dear Roger,
Further to your letter dated 19th May, 1994 I enclose the 'Clwyd'
response to your invitation
to forward our views in respect of the questions you pose.
The views expressed, whilst based partly on the 'Clwyd' experience,
have been compiled to
reflect both our philosophy in respect of public library service
provision generally and the
particular needs and requirements of delivering public library
services in Wales.
I would also wish to draw your attention to the fact that my authority
approved many of the
sentiments expressed in the Comedia report 'Borrowed Time; the
future of the Public
Libraries in the UK', and I am sure that the Review Team will
consider the contents of the
Comedia document as valuable evidence in the review process.
Yours sincerely,
Director
Cyfeirier pob gohebiaeth at y Cyfarwyddwr
Please address all communications to the Director
Gwasanaeth Liyfrgell a Gwybodaeth
Y Ganolfan Sirol
Yr Wyddgrug . Clwyd. CH 7 6N W
Ffon Tel 0352 704790
Ffacs Fax 0352 753662
Library and Information Service
County Civic Centre . Moid
Clwyd . CH7 6NW
2. COMMUNITY SUPPORT SERVICES
SERVICE AIM: To act as a community focal point and resource base identifying and responding to the needs of individuals and organisations enabling them to fulfil their interests and aims and participate fully in the life of the community.
3. CULTURAL SERVICES
SERVICE AIM: To stimulate and encourage individual and community awareness, involvement and participation in the arts and cultural activities.
4. REFERENCE AND INFORMATION SERVICES
SERVICE AIM: To uphold and promote the principles of freedom of access to information and knowledge and to maintain major ref Terence and research facilities for the benefit of all members of the community in Clwyd.
5. SERVICES TO CHILDREN AND YOUNG PEOPLE
SERVICE AIM: To encourage and foster the interest of children and young people in books and reading and provide for their leisure, education and information needs to enable them to participate fully in modern society.
6. SERVICES TO EDUCATION
SERVICE AIM: To support formal education at schools in the County by making available appropriate resource materials to support teaching, curriculum delivery and development, learning and professional development and by the provision of advice and guidance on the effective organisation and exploitation of school libraries in a curricular and extra-curricular context.
7. ADULT AND CONTINUING EDUCATION SERVICE
SERVICE AIM: To provide the appropriate resources, information and advisory support to students, potential students and tutors involved in both formal and informal adult and continuing education and training.
The free 'core' library service in Wales must also include special provision in relation to the Welsh language and culture. The emphasis on 'special language materials' is particularly important in relation to the promotion of the Welsh language and the need to ensure free access to language learning packs in whatever format.
The provision of information by electronic means is not complementary to the basic service but is an essential component of that service. Access to public libraries for reference and information services should therefore remain free of charge whether the material is provided in printed or electronic form.
NON-CORE ACTIVITIES
Non-core activities for which there could be a charge should be defined in terms of those services whereby staff action adds value to library and information resources to meet specialist and contracted customer needs, e.g. S.D.I. to business concerns who contract a public library service to identify and supply for example research findings, market intelligence, etc. of particular relevance their commercial activities.
2. On What types of new service should we concentrate our attention?
The Public Library Service should develop new services in response to analysed customer demands and needs across all seven key areas of activity noted in section (1), to ensure a progressive and effective resource base for education, business and commerce, personal development and recreation.
1. LENDING SERVICES
Demographic changes and the implementation of government policies, in particular community care, has led to an increase in need in specific customer groups in particular from the elderly, the retired and people with disabilities. The potential level of need far outweighs the actual level of resources available. The library service to the housebound is fully subscribed whilst only reaching 15% of those potentially qualifying for the service.
There is a need to concentrate on developing appropriate services and methods of delivery to meet the needs of this particular customer group.
There is a broadening of customers needs and interests with a resultant effect on demands made in terms of the range of subjects concerned, titles, facilities and information services. The emphasis on speed of service means that continual investment and research are required into the latest technological developments to ensure that the stock of the service is managed with maximum efficiency.
It is important to ensure that customers continue to have access to the skills and expertise of chartered professional librarians so that their library and information needs are recognised adequately and efficiently met.
Consideration needs to be given to the increased demand for Welsh learner materials and Welsh language literature.
2. COMMUNITY SUPPORT SERVICES
New approaches need to be explored to cope with existing and increasing community demand, particularly in relation to the use of library premises and resources by voluntary and community based groups.
3. CULTURAL SERVICES
Interest in and demand for cultural activities is widespread throughout the County.
Without exception the organisation of classes/events for both adults and children results in maximum take-up. The extension of availability is limited by the available finance.
Additional funding sources will need to be identified or alternative mechanisms developed to encourage delivery on a partnership basis.
4. REFERENCE AND INFORMATION SERVICES
There has been a significant increase in the demand for information. In the last decade the number of enquiries handled by Clwyd Library and Information staff has risen from 50,000 to almost 500,000. The increased demand has been experienced across all sections of information provision but has been particularly marked from the business sector and with regard to the implications of the development of the European Community.
The D.T.I. has already established in England the first of a country-wide network of Business one-stop multi-agency centres for information, advice and assistance to businesses, and the Welsh Office is seeking to introduce the concept to Wales. As the premier provider of information to businesses, it will be essential for the Public Library and Information Services to participate on a partnership basis in local responses to this initiative. This could radically effect both the style and location of service delivery.
The European Commission is establishing in 1994/95 a public information "relay" which will permit easy access for the citizen to accurate information regarding the E.C. policies, practices etc. Public libraries will be the key players in this "relay". Increasing demand both quantitative and qualitative, together with the rising costs of information resources and the spread of mediums, combine to make the enhancement of technologically based networks imperative. Greater attention needs to be given by library authorities to the development of information technology and the effective use of technologically based networks . A skills base will need to be developed to ensure that the electronic media now available can be used economically and effectively to answer enquiries.
The service as a whole needs to be able to interact with information sources across the world, whilst libraries need likewise to be linked with C D Rom information sources to be accessed at local level.
5. SERVICES TO CHILDREN AND YOUNG PEOPLE
Two particular areas of demand are showing significant county-wide increases.
1 . Children of all ages are increasingly seeking to use their local library as the prime source of information for their homework, projects etc. Changes in the curriculum, the scale of availability of resources in schools, etc. are generating such demand - a demand which obviously should be met in the short term, but equally depending on how the demand is met in the long term could significantly influence lifelong attitudes to, and the use of public libraries.
2. There is significant increase in and demand for preschool child care facilities which is producing an increase in demand for bulk-loans of library books for use in nurseries. This is producing a significant resource demand which must be met as it provides a valuable introduction to reading and generates an enthusiasm for books which is to the long term benefit of the individual and society in general.
6. SERVICES TO EDUCATION
The rapid and dramatic changes in all tiers of educational provision have made new and broadened demands on the Library Service to Education. The demands result from a variety of factors, including changing curriculum, with particular emphasis on individual tasks and projects and the development of information skills. The implications for the service are far-reaching including the adoption of new forms of technology requiring new staff skills and public/staff interaction and the need to promote and market these services in the light of the changing pattern and environment of the delivery and management of formal education (eg. L.M.S., G.M.S. etc).
7. ADULT AND CONTINUING EDUCATION
In a world of unprecedented and on-going change, there is a rapid growth in the demand for library services in relation to adult education services which will provide:
New services need to be developed to respond to these demands:-
Basic Education:
National research has demonstrated that between 10 and 15 % of the population are functionally illiterate. Work and projects in the U.K. and U.S.A. have clearly shown that public libraries, as locally accessible customer friendly centres of community activity, are ideally placed to help break the illiteracy cycle with it's consequent social and economic implications.
Open Learning:
Services should seek to increase the availability of Open Learning materials both in range and location, to maintain the training profile of appropriate staff and also seek to maintain progress in offering front-edge delivery systems e.g. interactive laser-disc computerised study facilities. Strategic partnerships with other key players are essential for progress, including direct links with employers, T.E.C's etc.
Further/Higher Education:
Recent legislation changes have resulted in the devolution of community adult education function to the independent colleges. Public libraries have been identified to act as co-ordinator and facilitator in this new environment. Such a role has significant potential for public libraries - a role only limited by the staff and time resources required.
"Third Age":
The public library service is the natural agency for a partnership involved in delivering and promoting adult education for this growing customer group. Activity in the U. S. A. has clearly proven the customer benefits of public library work in this area and of the consequent community benefit.
Advice and Guidance:
Access to advice and guidance regarding continuing adult education and training should be provided through public libraries - this role is clearly appropriate for public library services as a logical development of existing information and study support activities and is a role which has been identified in the Governments initiate "Open for Learning".
Welsh Language:
There is a significant increase in the demand for teaching and learning packs and support material for adults seeking to learn and/or improve fluency in the Welsh Language, and this trend is bound to increase following the implementation of the 1993 Welsh Language Act.
3. How do you see future priorities for public libraries?
The enhancement of services in three main activity areas should be future priorities for public libraries.
1. REFERENCE AND INFORMATION SERVICES
There is an increasing and continuing demand for information and over the last decade there has been a dramatic increase in the number and range of enquiries handled by librarians throughout the Country. This increase reflects the growing complexity of modern life producing an increasing need for information, the growing awareness that the public library is the appropriate and effective resource of help and assistance and that the skills of the staff and the resources provided to effectively and efficiently meet the needs of the community.
The increased demand is across all sectors but is particularly evident from the local business sector, from individuals seeking information of direct and often vital relevance to their own lives and from students seeking sources of information to support their studies and their entry to employment. The enhancement of technological based networks is imperative if this need is to be met. Services as a whole need to be able to interact with information sources across the world, whilst libraries need likewise to be networked so as to allow information sources to be accessed at a local level and new approaches to service delivery harnessing in some instances new technology will need to be explored especially to meet the needs of special interest groups and the needs of customers in rural areas.
2. ADULT AND CONTINUING EDUCATION
Traditional jobs are disappearing and the pattern of work is changing radically. As technology brings change, so the jobs that are available and the skills that are needed change. Training and retraining will be a necessary and ongoing part of people's working lives for the foreseeable future as witnessed by the National Training Targets.
Librarians must respond positively to the rapid demand for library services in this vital area of work. This demand will be a significant factor throughout the next decade. Services will need to provide:
Open Learning
The Government is sponsoring expansion of public libraries into the field of Open Learning Service provision and public library authorities will need to increase the availability of Open Learning materials both in range and location, enhance the training profile of appropriate staff, develop strategic partnerships with other principle players, and seek to maintain progress in offering front-edge delivery systems such as inter-active laser-disc computerised study facilities. The continuation of the national programme could well generate further opportunities.
Basic Education
National research by the Government funded Adult Literacy and Basic Skills Unit has demonstrated that between 1 0 and 1 5 % of the population are functionally illiterate and that this effects such individuals' ability to be economically active and participate in society.
Work and projects in the U.K. and U.S.A. have clearly shown that public libraries, as locally accessible customer friendly centres of community activity, are ideally placed to help break the illiteracy cycle with its consequent social and economic implications.
Training and Enterprise Council's
Initiatives such as the 'Skill Choice' initiative provided by Training and Enterprise Councils will impact significantly on the style and direct delivery of services. It aims to develop locally a comprehensive network of information and guidance support for adults seeking to develop new skills and gain new knowledge.
3. SERVICES TO CHILDREN AND YOUNG PEOPLE
Public libraries must continue to encourage and foster the interest of children and young people in books and reading and provide for their leisure, education and information needs to enable them to participate fully in modern society. At a time when sub-optimal reading levels affect the economic, cultural and social life of the country, the potential of the public library as a force in support of reading and information literacy cannot be too strongly emphasised.
Children of all ages are increasingly seeking to use their local public library as a prime source of information for their homework, projects etc. Recognition has to be given to the fact that children live in a multi-media world and libraries must therefore provide resources encompassing a range of media to ensure that children and young people have access to information in appropriate and user friendly formats.
The public library has a significant role to play in the delivery and development of information skills training programmes to groups and individuals. It is vitally important that services to children and young people in rural areas are maintained and enhanced. Opportunities need to be identified to reach into local communities where social, geographical or educational barriers may mitigate against ease of access to library resources.
Active involvement with organisations , agencies and groups concerned with the educational and recreational needs of children must be a priority. The need to explore funding sources for innovative, outreach activities is of paramount importance.
4. What factors and considerations should we allow for in setting a framework for local choice?
Library authorities in Wales must ensure that services are available in both the English and Welsh languages. They should also make positive efforts to ensure that children are provided with every opportunity to learn about, and be more aware of , their linguistic, literary and cultural heritage.
There are a number of factors to be considered in setting a framework for local choice.
The public library should be a locally accessible, expertly staffed, information centre with an enhanced and proactive role in allowing equal access to all groups and individuals in society in order to participate effectively in the local democratic process. It is an interdependent network system which operates simultaneously at local, regional and national levels.
The efficiency of the public library network is reliant upon the inextricable interlinking of the different aspects of any particular service - an individual town library is reliant upon the support which is available from the rest of its local library network for reference materials, specialist services and the cost effective supply of books etc.
In rural areas library users can be given the same choice of services , including access to professionally qualified chartered librarians, as users in urban areas, through an integrated library network and sophisticated library computer systems. Support for people to gain confidence in the world of computers, keyboards and on-line services could be one the great contributions the public library can make.
Whilst local libraries can be responsive to the local communities there remains a need for a strategic framework within which to operate. The public library is best managed within a framework that is publicly accountable and responsible to local government. The public library must remain the responsibility of the local authority and have a strong voice in the local government hierarchy. It must have its own full committee or constitute a major element in an 'umbrella' committee in order to provide a wide range of activities and develop and implement new policies in response to changing needs and demands.
There must be a clearly defined organisational structure with a clear indication of the chain of command and the area and levels of responsibility and accountability. The head of the library service must be a chief officer or member of the Senior Management Team of the authority in order to gain the necessary support for acquiring resources to maintain and develop services. It is essential for the head of the service to have direct access to the policy making bodies of the authority at both member and officer level. Councillors represent the views and needs of their constituents through the policy decisions and monitoring of service performance that they undertake. They are a channel for direct contact regarding individual and local issues and choices. The importance of customer contacts at all levels is vitally important if the service is to meet the needs and aspirations of the community it serves. The "Charter initiative" has stimulated developments in library and information services.
It has reinforced and strengthened the customer-orientation of activities and has led to the creation of a series of indicators regarding the actual performance of the service as a whole and each individual library. The disciplines introduced by the "Charter initiative" permeates all areas of work and ensures that the library service is totally aligned to customer needs and is the epitome of efficiency and the cost effective use of resources.
Whilst public library services must be responsive to locally determined needs and demands, strategic planning is also vital particularly in the context of local government reform.
Smaller authorities in Wales will lead to a greater need for co-operation which is one of the strengths of the public library service. A competitive framework such as CCT would inevitably lead to the fracturing of this co-operative philosophy.
As pressure builds on national government to provide a lead on national information and telecommunications policies the public library movement must make sure that its voice is heard and that its role is recognised.
5. On what basis, and from which sources, should public libraries obtain their future funding?
In order to ensure local democracy, local choice and participation and public accountability the Public Library Service should continue to be a statutory service funded through local and national taxation and managed by local authorities.
The following areas of activity constitute 'core' public library services and should be provided free of direct charge to the user and thus funded from the public purse.
LENDING SERVICES
COMMUNITY SUPPORT SERVICES
CULTURAL SERVICES
REFERENCE AND INFORMATION SERVICES
SERVICES TO CHILDREN AND YOUNG PEOPLE
SERVICES TO EDUCATION
ADULT AND CONTINUING EDUCATION SERVICES
Innovative and other developments providing enhanced or value added services could be funded from external sources and/or from income generation, but such funding should not be relied upon to maintain or contribute to 'core' service funding.
It must also be recognised that whilst external funding sources have been successfully utilised to improve and enhance services and to assist in innovation and experimentation, such sources are under increasing pressure and external funding is consequently becoming more difficult to obtain.
Further, many external funding sources are designed specifically to initiate new projects and developments by way of 'pump-priming' only and whereby the recipient is obliged or required to undertake the on-going funding of successful projects and developments.
New approaches to attract external funding need to be explored, and 'partnership' projects and developments undertaken with other local authority services such as Education and Social Services, Training and Enterprise Councils, Central Government Agencies and Departments, European Union programmes and with arts and culture organisations such as national and regional arts councils.
6. What approaches and steps should we consider or recommend on the marketing of existing and new public library services in the future?
Libraries play a pivotal role in the social, cultural, educational and economic life of the Country. They are increasingly used for information, for study, as homework centres, for literary events and other community activities.
In order to demonstrate the value of the services provided to customers it is necessary to undertake a range of marketing and promotional activities.
Marketing involves a total approach to organisational development and the running of a service.
Whilst the onus is on the local authority to deliver and promote services locally, Central Government also has a responsibility to promote public library and information services nationally, ideally working with other library and related organisations both through generalist campaigns and through promotions targeted at specific customer groupings.
Local initiatives could include the following marketing techniques:
Customer Contacts
The public library is a community based customer oriented service. Customer contact at all levels is the most effective way to market the service. Effective staff-customer contact is crucial and is achieved through:-
1. Direct contact in the library (all staff should undergo a customer care training programme).
2. Visits to local community groups, organisations, schools, playgroups, homes for the elderly etc.
3. Talks to groups, roadshows, exhibitions, open days and launches e.g. library service publications and the launch of new services.
4. Conducting surveys of existing and potential customers.
Specific Campaigns
Campaigns highlighting particular aspects of services are mounted in response to customer needs e.g. Adult Education Fortnight or Welfare Benefits Roadshow. Campaigns incorporate community-based exhibitions, roadshows, mailshots and leaflet distribution.
Media
The media is a vital element in promoting services. The use of the local press and national radio and television coverage provide valuable exposure for events and activities. Extensive press coverage can be gained through press releases, staff contacts with local journalists and photographers and staff appearances on local and national radio and television.
Leaflets
A family of leaflets should be produced: -
Newsletters
Informative newsletters should be produced, explaining key information about the service as a whole, and others concerning specific elements, targeted at customers and potential customers.
Bookmarks
Bookmarks specific to each library detailing opening hours and services immediately available, designed and produced in-house, can be particularly effective and customer friendly.
Posters
Clear information about services could be displayed in each library on bilingual posters.
For e.g. key posters should provide information on:-
Reading Promotion
It is essential to promote reading and the world of libraries to children and young people.
This can be achieved through a regular programme of visits to schools and an extensive range of activities held in libraries throughout the year to stimulate and encourage children to read and enjoy books.
In order to undertake such a range of marketing and promotional activities there must be an acceptance of the principle that an element of public library revenue funding is devoted to marketing.
7. How can public libraries best address the special needs of particular groups?
In addressing the special needs of particular groups public libraries must identify what groups exist, liaise closely with them and target services in accordance with their needs. In Wales additional consideration must be given to the provision of materials and services in both the English and Welsh language.
The Elderly and People with Disabilities
The well documented ageing of the Country's population together with the continued implementation of the 'Care in the Community' policy is leading to significant increase in demand by certain customer groups - the elderly, the retired and individuals with particular disabilities, such as visual impairment, for all aspects of Public Library and Information Service provision.
Recent responses have included the introduction of the specialist services to customers in sheltered housing accommodation and the transfer of the Talking Books for the Blind Service to public library services.
Access is an important factor in the provision of services for this particular customer group. Existing buildings must be adapted and new buildings constructed to meet the needs of people with disabilities. All new alterations and improvements to buildings should be undertaken with disabled customers in mind, and in consultation with the "Access experts" in the Statutory and Voluntary Sector.
However, the potential level of need far exceeds the actual level of resources available, for example in Clwyd the library service to the housebound is fully subscribed whilst only reaching 15 % of those potentially qualifying for this service. There is a need to concentrate on developing appropriate services and methods of delivery to meet the needs of this particular group.
Businesses
The needs of businesses can best be met through an in-depth, fee-based value-added business information service such as currently operates highly successfully in many public library authorities as reflected by the membership of the Business Information Network (B.I.N.).
The D.T.I. has already established in England the first of a Country-wide network of Business one-stop multi-agency centres for information, advice and assistance to businesses. The Welsh Office are introducing the concept to Wales. For such initiatives to succeed it will be essential for the Public Library and Information Services to participate on a partnership basis with other local organisations.
Students and Adult Learners
The increased demand from students of all ages seeking information to support their studies together with the rising cost of information resources, combine to make the enhancement of technologically based networks imperative. The service as a whole needs to interact with information sources across the world, whilst libraries need to be linked so as to allow information sources, such as CD Rom, to be accessed at local library level and in this respect act as a 'one stop shop'.
The rapid expansion in the range and number of further and higher education students is also producing increased demands on local public libraries as many students lack the necessary funds to purchase important texts for their own use and their own institutions have not been able to invest sufficient resources in their own library services. To address this problem public library services need to develop closer working relationship with Further and Higher Education Institutions and Adult Education and Training providers. A key mechanism for such co-operation could be geographical and sectoral Library and Information Plans.
Children and Young People
It is essential to promote reading and the world of books and information to this customer group. In addition, recognition has to be given to the fact that children live in a multi-media world and public libraries must provide resources encompassing a range of media to ensure that children and young people have access to information in appropriate and user-friendly formats.
In order to provide enhanced services to children and young people
over and above the
score' service, libraries must work closely with other agencies
in both the voluntary and
statutory sectors, such as Social Services, Pre-school Playgroups
etc. Initiatives such as the
'BOOKS FOR THE VERY YOUNG' initiative in Clwyd demonstrates the
value of
cooperative ventures. The project targets parents and children
attending child health clinics
and was set up in conjunction with the Health Authority. It
aims to: -