The Long Tail and Libraries

Statistics show 90% of materials that circulate represent 10% of a libraries holdings. If this is accurate, following the 80/20 marketing rule the Long Tail (LT) cites, the LT really should apply to libraries. Yet how does a library or consortium of libraries "market" their holdings? Inter-library loan , displays, a user friendly OPAC, websites, social networking,word of mouth etc. are all tools used to enlighten library users to the holdings available to them. Yet according to the statistics, many items are still not being used. The library is still very much a physical world. Space and budgetary constraints are much like that of a video/DVD retailer or bookstore. Using the Internet to expand exposure of collections beyond the community a library serves, as well as to enlighten the immediate community as to what is available to them is one way libraries can make use of the long tail. Contrary to this, cataloging methods in place today using authority controlled language are often limiting as to what a user is able to discover. Expanding the population to which holdings are available should in turn increase circulation. In turn, libraries will have to make the means by which users discover materials more obvious, and in some cases, more user friendly. For example , it is no secret that searching for periodicals is still a complex exercise--one must first know databases exist for such a search, they must then know which database to use for their topic, and then must work their way through the language of the particular database. The latter is confusing since different interfaces require different elements and terminology, as well as different syntax. The process makes materials less available and more intimidating to find for the average user. Delivery of the periodical is another step in the process that may be equally confusing. In fact, there are many steps between requesting an item and final delivery that each require the user "knowing" the system. If libraries are to capitalize on the "Long Tail", some of these issues need to be ironed out or eliminated so they can get down to the business of making the 90% of unused materials in their collections active. The Internet tools are available, often at no cost to the library, for pursuing the LT. It is up to the institution to not only alot the manpower to do so, but to have on staff people current in technology that will allow this to happen.