An imposing number of Americans are disconnected from libraries. The cause? Maybe there's too much passive marketing.
Sure, libraries do outreach, but it's through the traditional bookmobile. Rather, they should follow the ice cream truck model. As the vehicle goes through a neighborhood it plays a jingle through loudspeakers that will entice the attention of the underserved. A line from the Beatles' "Paperback Writer" can be adjusted from "come and take a look" to "come and take a book." Decorating the truck's outside can be book spines sporting bar codes that enable the contents to be downloaded into smart phones. It's done on the walls of subway stations, so how much more appropriate for a bookmobile.
And you wouldn't have to go inside to borrow a book.
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