A broken relationship: pushing direct marketing to the public library user

Abstract

Purpose The purpose of this paper is to critically examine the potential implications of a recent initiative in public libraries in England that sees commercial direct marketing placed in library books borrowed by users. Design/methodology/approach The article is a reflective viewpoint around the nature of the librarian‐user relationship and discusses some of the literature in this field. Findings The paper finds that the initiative potentially endangers a relationship built on impartiality and user needs. Practical implication The paper analyses a new area of public library policy. Originality/value Takes a critical approach to a new initiative in public libraries in England.

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