Public libraries in the Norwegian reference market

Abstract

Purpose

In this paper, reference is treated as a market and the purpose is to argue that libraries need to refine their business strategies if they want to prosper in the digital environment.

Design/methodology/approach

The paper compares Norway's national virtual reference service (Biblioteksvar) with its commercial and non‐commercial competitors – and explores possible development strategies for the near future.

Findings

Most virtual reference services in the library sector are modelled on the traditional face‐to‐face encounter between user and librarian that prevails in the physical library. As traffic grows, this creates a conflict between the wish to market the service, on the one hand, and the capacity to deliver high‐value answers, on the other.

Practical implications

The current organization of digital reference work is unable to cope with large increases in demand. To create scaleable services, libraries need to differentiate between user groups and to ease the burden on staff‐intensive person‐to‐person services by adding well‐designed self‐service resources.

Originality/value

The main value of the paper, the author believes, lies in its systematic treatment of reference as a competitive market.

Citation

Høivik, T. (2007), "Public libraries in the Norwegian reference market", New Library World, Vol. 108 No. 9/10, pp. 396-406. https://doi.org/10.1108/03074800710823935