Open Access Te Herenga Waka-Victoria University of Wellington
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Public Libraries Marketing to Teens: a Study of Two New Zealand Libraries

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posted on 2021-11-13, 20:23 authored by Biggs, Helen Frances

Marketing in libraries has been widely discussed in literature, but is often limited to either prescriptive writing on the application of marketing theory to libraries, or descriptions of marketing at individual libraries with little theoretical basis. The purpose of this research was to compare the teen marketing practiced by public libraries with library marketing theory, and to discover whether the application of theory is a conscious decision by libraries. Staff were interviewed at two New Zealand public library networks to discover whether they considered marketing targeting theory and the marketing mix when marketing to teens. It was found that while both library networks did do some formal teen marketing, the majority of marketing was conducted more informally by individual community libraries. Libraries struggled in particular with defining their teen users, and the marketing mix was dealt with in an ad hoc manner. Overall, library marketing was more tactical than strategic.


Copyright Date


Date of Award



Te Herenga Waka—Victoria University of Wellington

Rights License

Author Retains Copyright

Degree Discipline

Library and Information Studies

Degree Grantor

Te Herenga Waka—Victoria University of Wellington

Degree Level


Degree Name

Master of Library and Information Studies

ANZSRC Type Of Activity code

970108 Expanding Knowledge in the Information and Computing Sciences

Victoria University of Wellington Item Type

Masters Research Paper or Project



Victoria University of Wellington School

School of Information Management


Calvert, Philip