Get LISNews via email! Enter Your Email Address:
Here is an article from The Herald about the new advertisement campaign from the Boston Public Library.\"Clearly, this isn’t your father’s library, where pinched-faced old biddies stood guard over their literary charges -- or at least that’s what the Boston Public Library’s first ad campaign wants you to think.
\"This is a community that is used to seeing all kinds of crazy ads on TV and billboards,\" said library spokesman P.A. d’Arbeloff. \"Why not have some fun? When you realize the ads are for the library, it sort of surprises you, and that’s one of the desired effects. Hopefully that will help people remember the message.\"
\"The campaign includes subway placards, TV and newspaper ads, and 100 billboards. Except for the billboard ads, which began going up last month and will, according to AK Media’s Lois Catanzaro, most likely run until March, the campaign will run for roughly two years. All the television time and newspaper space is being donated by media outlets.\"
\"The campaign was developed after library officials held focus groups with area residents, who told them why they didn’t go to the library.\"
\"Many people didn’t realize that they could access any of the main branch’s resources through their local branch. Even more were afraid to go back to the library because they never returned that dog-eared copy of \"Tropic of Cancer\" they checked out 10 years ago.\"
\"Most people don’t lose the books. Most people think, ‘I know exactly where it is, it’s in my bookshelf. I don’t want to go back in because I don’t want to face the fee,\"’ d’Arbeloff said. \"So some of the ads emphasize that the maximum late fee is $1.25.\"
\"Because one of the library’s board members is Ed Eskandarian, the president and chairman of Arnold Communications, he offered the services of his company to the library free of charge.\"
\"The next challenge was to create spots that were edgy and would get noticed but wouldn’t alienate the average, not-so-hip library user. So some of the ads focused more on substance than style.\"