680 Research & Evaluation

Running head: RECIPE FOR SUCCESS: TOP-RATED LIBRARIES

Recipe for Success: Shared Characteristics of

Hennen’s American Public Library Ratings Index Top-rated Libraries

Abstract

This study looks at a selected group of top-rated public libraries, comparing demographic and individual library data such
as policies, services and programs, to learn whether there are shared characteristics among the selected libraries, and whether
these factors are common to libraries of varying sizes and demographics. Demographic data revealed correlations between income
and educational levels and library use. A brief survey distributed online to the directors of thirty libraries found strong
similarities in the popularity of certain programs, services and material formats that were common to all; other features,
such as interactive websites or community use of facilities, were found to differ in popularity between clustered groups.
These findings indicate that there are traits to which libraries of certain sizes may wish to devote more resources, and other
characteristics which serve all public libraries equally well.

Recipe for Success: Shared Characteristics of

Hennen’s American Public Library Ratings Index Top-rated Libraries

Libraries in Salinas, California – home of John Steinbeck - narrowly avoided permanent closure this year by instituting
drastic reductions in hours and services. Many libraries today are experiencing budget cutbacks, diminishing support and changing
roles within their communities; yet at the same time other libraries are expanding and enjoying unprecedented popularity.
The conflicting reports of penury and prosperity beg the question: are there tangible, controllable factors that contribute
to the success of some libraries, and might these factors be applicable to other public libraries as well? Is there, in short,
a ‘recipe’ for success?

A search of EbscoHost Academic Premier, Science Direct, Emerald Library Suite and ERIC returned little empirical or exploratory
research pertaining to characteristics of successful libraries overall, but did reveal some studies that addressed individual
factors.

Recent magazine and journal articles indicated that library roles and patrons’ needs were wide-ranging and changeable.
Public libraries nationwide have generally fulfilled similar functions, but they have also remained unique to their communities.
A program highly valued in one library did not necessarily produce similar perceptions of service quality in other libraries
(Lincoln, 2002). Such diverse factors as virtual services, book discussion groups, library policies, outreach services, children’s
programming, physical characteristics of the library, and marketing efforts affected community perceptions of and attitudes
toward the public library.

Our ‘recipe for success’, then, must be adaptable, employing a basic core of ingredients – including roles,
community participation, physical environment, and marketing - while allowing for variations, depending on the tastes of consumers.

Roles

In a survey of public library roles and patron use, D’Elia and Rodger (1994) identified three basic roles of libraries
that were most valued in the community: provision of recreation, access to information, and educational support. Childers
and Van House (1994) further separated library roles into eight categories, and had library staff rank the value of these
roles. Over 80% of respondents considered the roles of Reference Library, Popular Materials Library, and Children’s
Door to Learning the most important. These roles, and the library programs and services which support them - such as reference
service, internet access, and story hours – were regarded as essential for effective service.

Community Participation

Several authors have contended that libraries must engage not only the support but also the personal involvement of community
members. Berry (2005) stressed the benefits of a strong volunteer program - not just for the value of helping staff without
breaking the budget, but for the support they build within the community as well. Milam (2001) cites the involvement of city
teens in the planning and design of new teen centers as an important reason for their success.

Allen’s study of public opinion and library funding (2003) found that levels of demand and positive public opinion had
less effect on funding levels than robust community support. This finding was surprising, yet it highlighted the value of
community involvement.

Whether strong community ties impact large urban and small rural libraries equally is debated. Gutek (1995) identified two
basic types of interaction that were differed fundamentally between large and small libraries. Encounters generally occurred
in larger organizations, when providers and customers were strangers. Service expectations emphasized speed, efficiency and
uniformity. Relationships, on the other hand, indicated a stronger community bond, involving a history of repeated contacts
between customers and providers, and service expectations which reflected shared personal history and knowledge.

Physical Environment

Library buildings of the past were designed with an aura of grandeur that reflected society’s view of libraries as stately
institutions dedicated to the serious enlightenment of the populace (Weigand, 2000). Contemporary views of libraries and their
roles are changing, and current library architecture reflects a new multiplicity of functions. In an interview by Block (2003),
Kent and Myrick identified four qualities that comprise appealing public spaces, including: access and linkages, comfort and
image, uses and activities, and sociability. They emphasized the importance of making libraries a welcoming place, where people
gather in a communal area that offers many activities, so that the library is perceived as part of a larger community. Meyers
(1999) noted in a study of teen opinions that young people wanted ‘welcoming spaces’, and that libraries needed
to create inviting environments, with space both for quiet study and for socializing. In an article reviewing trends of use
in modern libraries, DiMattia (2005) also highlighted the incorporation of multiple-use spaces, including computer clusters
for group projects, lounge areas for quiet reading, cell-phone zones, and other user-friendly features.

Marketing

In an article on quality management and promotion, Kumbar (2004) stated that information professionals must learn to effectively
market themselves. Mark Smith, in a 2001 case study, examined a successful pamphlet created by the Texas Library Association.
Library statistics were presented in the pamphlet by comparing library expenditures not only to other states or in relation
to other services, but also to such figures as ballpark attendance or the cost of one day at an amusement park. This campaign
quite effectively brought home to citizens the value of their community library.

A great many factors contribute to the success of public libraries. The purpose of this study is determine, by investigating
shared characteristics, whether there are significant trends or factors that are common to libraries overall, and which of
these factors, if any, are affected by library size or community demographics. Characteristics examined include community
and library service area populations, library staff educational levels and opportunities, volunteer programs, outreach services,
website usability, physical environment and marketing efforts. Since the study is based on top-rated libraries, comparisons
are expected to highlight similarities within groups, and to reveal differences between clustered groups.

Method

Participants

Three top-rated libraries were selected by non-random choice from each of the ten size categories delineated in Hennen’s
ratings index, for a total of 30 libraries. An effort was made to include a wide range of locales to avoid any possible regional
bias. The directors of participating libraries represent a diverse sampling, including public libraries of all sizes from
all regions of the United States.

Materials

Hennen’s American Public Library Ratings Index for 2004 was used as a basis for selecting highly-rated libraries for
comparison. The HAPLR scores are based on a number of factors including circulation, staffing, materials, reference service,
and funding levels. Data on internet use, electronic services and physical building attributes were not included in these
ratings. Further data, including website interactivity, information and features, programs, services, and marketing strategies,
were collected from library websites and from a brief online survey (Appendix A). Library statistics and community demographic
data for each library were collected from the National Center for Education Statistics (http://nces.ed.gov/).

Procedure

Data collected from Hennen’s and NCES reports was organized in an Excel spreadsheet. The online survey (see Appendix
A) was distributed via an e-mail link to the directors of selected libraries. Seventeen usable surveys were returned, representing
at least one library from each of the ten size categories. Data from these surveys was tabulated and recorded in a spreadsheet.

Websites for 28 of the selected libraries (2 libraries had no website) were carefully examined, and a website checklist (Appendix
B) was completed for each site investigated. Twenty factors included in the checklist required Yes/No responses; no option
was offered for a qualified response. For example, under the ‘online news links/feeds’, though some libraries
have newspapers available through their electronic databases, they do not have live links to news from the webpage itself,
resulting in a ‘No’ response. If book groups were mentioned but were not available as an online activity, the
response also was ‘No’. Two factors required ranking, based on a scale of 1 -5, where ‘1’ represents
an ‘excellent’ rating.

Where results were grouped in clusters for comparison, clusters were based on library service population, delineated by size
as small (up to 10,000), medium (10,000 to 99,999), and large (over 100,000).

Results

To determine the similarities among the selected libraries, data were analyzed and results presented as a percentage overall.
Libraries were then grouped by size of service area population to reveal differences among clusters.

Analysis of demographic and library statistics revealed correlations between median household income and circulation figures,
and between educational levels and circulation. These are not factors that the library can control, but they are included
here to establish awareness and foster understanding of the ways in which community factors may influence library programs,
services, evaluation and future development.

Table 1

Demographic comparison

Median Household Income of Service Area Population Avg.Circ per cap % of population

with advanced degrees Avg. Circ per cap

Over $70,000 27.22 Over 65% 31.04

Up to $70,000 31.74 Up to 64% 24.48

Library survey results showed that 21.5% of professional staff had attained MLS or higher degrees. Of the nineteen respondents,
88.2% offered some form of further education for staff; 47.1% offered reimbursement for college-level courses. 65% of respondents
maintained active volunteer programs, and provided in-house training for both staff and volunteers.

The stated physical characteristics of libraries indicated accommodation of multiple functions, showing 73% of libraries
that offered a variety of multi-use spaces. These included areas designed for quiet work or group activities, open and private
spaces, varied lighting and furniture, and separate computer access areas for children and adults.

Internet filtering reported by respondents showed that 16.7% of libraries used filtering software at all times; 22.2% allowed
filtering to be disabled, 22.2% used filtering only in children’s areas and 44.4% used no filtering.

All respondents rated books, audio books, videos, children’s programming, and internet access as popular or very popular;
89% rated reference service as such and 84% rated book discussion groups, and cultural programming reference service, ILL
and non-internet computer use as popular or very popular. E-books were not available at 12 libraries; of the seven offering
electronic books, three libraries rated them as popular or very popular. Software and microfiche materials were rated as popular
by 16% of respondents.

Outreach services of some type were offered by 97% of responding libraries; 84.2% offered homebound delivery, 78.9% offered
staff visits to community entities (schools, retirement homes, prisons), and 42.1% offered books by mail. Bookmobile service
was maintained by 10.5%, and 52.6% permitted food or beverages in library buildings.

All of the respondents reported some marketing activities. All used notices in local newspapers to promote programs and services,
42.1% used radio announcements, 42.1% used local cable access channels. 84.2% reported distributing posters, and 89.5% used
word-of-mouth as a means of promotion.

Evaluation of services and programs was conducted through self-evaluation and statistical information by all respondents;
57.9% used patron surveys and 15.8% hired an agency or consultant for evaluation.

Results from the library survey and website checklist were also grouped by size and compared as clusters. Library websites
varied greatly between larger and smaller libraries. All websites contained basic data such as library locations, hours and
contact information. In Cluster 1(libraries serving populations over 100,000), all library websites offered catalog search,
access to electronic databases, online reserves, booklists, e-mail reference service, library policies and services information,
whereas in Cluster 3 (libraries serving populations under 10,000), 60% or less offered such features.

The results of the cluster analyses are summarized in the following tables.

Table 2

Library Survey Cluster Results

Cluster 1

Over 100,000 Cluster 2

10,000 – 100,000 Cluster 3

Under 10,000 Overall Results

MLS staff levels 22.4% 33.1% 11.5% 21.5%

Volunteer Program 100% 80% 55.6% 65%

Patron survey evaluation 100% 60% 44% 57.9%

Always filter internet 0% 20% 22% 16.7%

Filtering may be disabled 75% 0% 11% 22.2%

Filtering only for children 0% 60% 11% 22.2%

No internet filtering 25% 20% 55% 44.4%

Books by mail 50% 20% 22% 42.1%

Homebound delivery 100% 80% 78% 84.2%

Staff visits to local entities 100% 80% 56% 78.9%

Marketing: Radio 100% 40% 22% 42.1%

Local cable access 50% 40% 33% 42.1%

Poster distribution 100% 40% 89% 84.2%

Table 3

Website Checklist Cluster Results

Website feature Cluster 1

Over 100,000 Cluster 2

10,000 – 100,000 Cluster 3

Under 10,000

Catalog Search 100% 100% 90%

Electronic database 100% 89% 60%

Book clubs 33% 11% 10%

ILL 56% 33% 0%

Reserves 100% 100% 20%

Booklists 100% 78% 50%

News links 67% 33% 0%

E-mail reference 100% 89% 30%

Live chat reference 78% 67% 10%

Community resources 89% 78% 70%

Other resources 100% 89% 80%

Calendar 89% 67% 40%

Hours/locations 100% 100% 100%

Policies 100% 100% 50%

Services information 100% 100% 60%

Newsletter 67% 56% 0%

Alternate language 78% 0% 10%

Volunteer information 78% 33% 0%

Online tutorials 22% 22% 10%

Email / contacts 100% 100% 90%

Overall Usability Score 27.3 30.6 38.4

Discussion

The results of this study illustrate the wide range of characteristics among top-rated libraries, not only in size and community
demographics, but also in the variety of policies, staff educational levels, services, programs and promotional efforts. Such
a disparate collection of variables makes establishing correlations difficult; yet there are certain characteristics that
indicate definite trends among the libraries studied. Certain services are essential across all demographics: children’s
programming, internet access, ILL services, reference, and community-use meeting-rooms were most common, followed closely
by educational and social programs, book discussion and reader’s advisory services. There is a significant trend towards
programs and services which promote community participation. This trend is mirrored in the active volunteer programs shared
by a large percentage of responding libraries.

The most popular material formats for all libraries were books, audio books and videos, while software and microfiche/microfilm
were least used. Microfilm is not likely to gain in popularity, whereas E-books - though little used in six of the ten libraries
offering the format - are likely to become more popular as they become more widely available. The formats which showed the
greatest variation between the larger and smaller libraries were E-books and electronic formats. This coincides with the overall
technological difference, which is significant from the largest to the smallest libraries; technological advances are established
first in the larger libraries, and then filter down. In addition to this advantage, larger libraries provide a greater range
of services and programs to their constituents, and the results of this study reveal a greater percentage of formal patron
interaction, including patron surveys for evaluation and greater use of volunteers. This finding may belie the expectation
of greater community engagement in smaller libraries, though other factors - such as personal bonds that preclude the need
for formal surveys – may have a strong influence as well.

The sample used in this study was small, and though the percentage of surveys returned was fine, it is unlikely that results
could be easily generalized to the entire library community. Also, the number of variables made it difficult to perceive definite
patterns or to attribute any pattern to a specific variable. However, the study did reveal shared characteristics, traits
that varied in value between different demographic groups, and trends worth further investigation.

References

Allen, B. (2003). Public opinion and the funding of public libraries - Public Libraries. [Electronic version]. Library Trends,
51(3), 414-423. Retrieved July 7, 2005 from EBSCO database (Academic Search Elite).

Berry III, J. (2005). Five steps to excellence. [Electronic version]. Library Journal, 130(11). Retrieved July 7, 2005 from
EBSCO database (Academic Search Elite).

Block, M. (2003, April). How to become a great public space. [Electronic version]. American Libraries, 34(4), 73. Retrieved
July 7, 2005 from EBSCO database (Academic Search Elite).

Childers, T., & Van House, N. (1994). The use of public library roles for effectiveness evaluation. [Electronic version].
Library & Information Science Research, 16(1), 41-58. Retrieved July 12, 2005 from Science Direct database.

D’Elia, G., & Rodger, E. (1994). Public library roles and patron use: why patrons use the library. Public Libraries,
33(3), 135-144.

DiMattia, S. (2005). Silence is olden. American Libraries, 36(1), 48-51.

Gutek, B. (1995). The dynamics of service: reflections on the changing nature of customer/provider interactions. San Francisco,
CA: Jossey-Bass.

Kumbar, R. (2004). The importance of marketing and Total Quality Management in Libraries. Electronic Journal of Academic and
Special Librarianship, 5(2-3). Retrieved July 20, 2005 from http://southernlibrarianship.icaap.org/content/v05n02/kumbar_r01.htm

Lincoln, Y. (2002). Insights into library services and users from qualitative research. [Electronic version]. Library & Information
Science Research, 24(1), 3-16. Retrieved July 12, 2005 from Science Direct database.

Meyers, E. (1999). The coolness factor: ten libraries listen to youth. [Electronic version]. American Libraries, 30(10), 42-45.
Retrieved July 20, 2005 from EBSCO database (Academic Search Elite).

Milam, D. (2001). Access for All: Public Library Contributions to Civic Connectivity. National Civic Review, 90(3), 213-220.
Retrieved July 20, 2005 from EBSCO database (Academic Search Elite).

Smith, M. L. (2001). Gathering and presenting comparative data. In D. P.Wallace & C. Van Fleet (Eds.), Library evaluation:
A casebook and can-do guide (pp. 54-60). Englewood, Colorado : Libraries Unlimited, Inc.

Weigand, W. (2000). American Library History Literature, 1947–1997: Theoretical Perspectives? [Electronic version].
Libraries & Culture. 35(1). Retrieved July 23, 2005 from EBSCO database (Academic Search Elite).

Appendix A – Email Survey

1. How many full-time librarians/library aides does your library employ?

2. How many part-time librarians/library aides are employed?

3. How many librarians/library aides currently hold the following?

MLS

Library Training Certificate

Other college degree

4. What type of training/education is available? (Please check all that apply)

In-library training provided by experienced staff

Free classes provided through state library or consortia

Classes provided by state or consortia for a fee

Grant-funded library courses

College courses reimbursed by the library

Other (please specify)

5. What is your library's physical environment? (Please check all that apply)

easily visible from street

adequate parking

nooks and crannies

open floor plan

bright lighting

low lighting

quiet areas

group work areas (conversation allowed)

comfortable furniture

clear signage

Handicapped accessible

6. Does the library charge fees for the following services? (Please check all that apply)

Overdue, lost or damaged materials

ILL, document delivery

Fax

Copy machine

Books by mail

Other (please specify)

7. Does the library have a structured volunteer program?

Yes

8. What type of training do volunteers receive?

Formal scheduled training for all volunteer duties

Formal scheduled training for assigned tasks only

On-the job training

Other (please specify)

9. How many volunteers are currently participating?

10. What tasks do volunteers regularly perform? (Please check all that apply)

Shelving materials

Mending damaged materials

Checking materials in/out

Assisting with programming (e.g., crafts, preparing materials)

Office support (e.g., filing, typing, keeping supplies full)

Operational reference (directions, hours of operation, etc.)

Educational (e.g., catalog or basic computer use)

11. Please rate patron use of the following resources. (Scale of 1 – 5, N/A)

Books/Audio books

Periodicals

Videos

Music CDs

Microfilm/microfiche

Software

Electronic databases

E-books

Computers (Internet)

Computers (Non-Internet)

12. How many internet terminals are available to the public?

13. Does the library offer wireless internet access?

Yes

14. Does the library use internet filtering software?

Yes, filtering is always used

Yes; adults may disable

Yes; children's area only

No internet filtering

15. How frequently are library policies reviewed and revised?

16. How are library programs and services evaluated? (Please check all that apply)

Patron surveys

Usage/attendance statistics

Hired consultant/agency

Self-evaluation by staff

N/A

Other (please specify)

17. How would you rate patron response to the following programs and services?

(Very Positive Positive Somewhat Positive Not Positive N/A)

Book discussion groups

Computer/Internet training

Social or cultural (e.g., arts, history, travel)

Children's (e.g., summer reading, story time)

Community-use meeting rooms

Reference service

Reader's advisory/booklists

ILL service

Internet access

18. What outreach services are available? (Please check all that apply)

Bookmobile

Books by mail

Homebound book delivery

Staff visits to community (schools, senior centers, etc)

Other (please specify)

19. Are food or beverages sold or allowed in the library?

Yes, unrestricted

Yes, restricted to designated areas

Not currently, but considering

Other (please specify)

20. How does the library promote its services, programs or special events?

Notices in local newspapers

Posters placed around town

Radio announcements

Regular articles in local papers

Local cable access

Word of mouth

Other (please specify)

Appendix B – Website Information

Do library websites provide the following? (Yes/No Response):

Online catalog search

Online database access

Online book clubs

Online ILL requests

Online reserves/renewals

Booklists/ RA

Online news links/feeds

E-mail reference

Live chat reference

Links to comm. resources

Links to other resources

Online calendar

Library Hours / Locations

Library policies

Library services

Library newsletter

Alternate language(s)

Volunteer information

Online tutorials

Email/Contacts

Ranked on a scale of 1 (excellent) – 5 (poor):

Is the website well-organized?

Is the site easy to navigate?