THE BUCK HILL FALLS REPORT, THE CHANGING NATURE AND SCOPE OF THE SCHOOL AND LIBRARY MARKET. ARE NEW MARKETING TECHNIQUES NEEDED. A CONFERENCE SPONSORED BY THE SCHOOL AND LIBRARY PROMOTION AND MARKETING COMMITTEE (BUCK HILL FALLS, APRIL 27-29,1966)

Abstract

PUBLISHERS, LIBRARIANS, AND EDUCATORS MET TO DISCUSS THE CURRENT SCHOOL AND LIBRARY MARKET FOR BOOKS AND OTHER INSTRUCTIONAL MATERIALS IN AN EFFORT TO INCREASE UNDERSTANDING OF THEIR RESPECTIVE ROLES IN MEETING THE GREATER DEMANDS MADE UPON THEM BY THE ADOPTION OF IMPROVED EDUCATION AS A NATIONAL POLICY. AFTER AN EXAMINATION OF FEDERAL EDUCATIONAL LEGISLATION AND ITS IMPLICATIONS FOR THE PUBLISHING INDUSTRY, THE ECONOMICS AND FINANCING OF THE SCHOOL AND LIBRARY MARKET ARE DISCUSSED, BEGINNING WITH AN ADDRESS ON LIBRARY EXPENDITURES FOR PUBLISHED MATERIALS, FOLLOWED BY REACTION FROM THE PUBLISHING INDUSTRY AND PANEL COMMENTS REPRESENTING SCHOOL, COLLEGE PUBLIC LIBRARY, WHOLESALER, PAPERBACK PUBLISHER, AND DIVERSIFIED PUBLISHER VIEWPOINTS. CRITICAL PUBLISHING DECISIONS ARE ANALYZED WITH SPECIAL REFERENCE TO CHILDREN'S ADULT AND PAPERBACK BOOKS AND TO THE COLLEGE, SCHOOL AND SCHOOL LIBRARY MARKET. A PAPER ON THE PROFESSIONAL RESPONSIBILITY FOR BOOK SELECTION OPENS THE SESSION ON THE RELATIVE EFFECTS OF PROMOTION AND MARKETING UPON BOOK SELECTION, FOLLOWED BY COMMENTS ON FIVE ASPECTS OF PROMOTION--SPACE ADVERTISING, BOOK REVIEWS, EXHIBITS AND MEETINGS, CATALOGS AND DIRECT MAIL, AND PUBLIC RELATIONS. THE CHANGES IN BOOK DISTRIBUTION TO SCHOOLS AND LIBRARIES ARE CONSIDERED, AND THE CONFERENCE CLOSES WITH AN APPEAL TO PRODUCE QUALITY MATERIALS FOR EVERY CHILD. HARD COPY OF THIS DOCUMENT IS AVAILABLE FROM THE AMERICAN BOOK PUBLISHERS COUNCIL, INC., ONE PARK AVENUE, NEW YORK, N.Y. 10016. (JB)