Our Past, Our Future
MARS was established in June 1978 within ALA's former Reference and Adult Services Division (now RUSA), as the Machine-Assisted Reference Section (MARS). In 2010, the section redefined its charge and voted to change its name to MARS: Emerging Technologies in Reference Services. The new name emphasizes our intentional focus on emerging technologies within reference and user services. Today, the individual letters of MARS no longer stand for words, but carry on the "brand" name of the Section, established over the years, while the words which follow MARS - "Emerging Technologies in Reference" - describe the focus of the Section.