In 2006, I wrote an article based on the confluence of Library Science and Marketing that had occurred in my life. American Libraries honored me by publishing the article in their September 2006 issue. I think the article is still relevant now, five years later. Maybe more relevant, as libraries continue to lose money and those with MLIS degrees struggle to find a place to use their particular skills. Here’s the text of the article. I’d love to hear what you think about it.
ans know how people search, how information is organized on the Web, and how to connect searchers with the information they seek. These skills are essential, for example, in designing an online advertising campaign (as I have facilitated for my firm). The key to success is to make sure the advertiser’s message appears in front of the target audience, and that the ad delivers what that audience wants. It is no secret that if a customer’s efforts do not result in instant gratification, he or she may revert to other resources or even such traditional tools as print indexes. An MLS-holder can offer insight into what keywords are likely to lead searchers to an advertiser’s ad–the goal of signing up with the fee-based Google AdWords service. In an era of paid search, cutting down on a potential client’s frustration can mean big clicks for an advertiser, and high credibility for a marketing or advertising firm. In this environment, an MLS is as valuable as an MBA.