Barber and Wallace share word-of-mouth marketing expertise

Contact: Jill Davis

ALA Editions

800-545-2433 ext. 5418


For Immediate Release

November 10, 2009

ALA Editions, the publishing imprint of the American Library Association, announces the release of “
Building a Buzz: Libraries & Word-of-Mouth Marketing,” by Peggy Barber and Linda Wallace, both well known in the ALA and library communities.

The only marketing task more important than getting the word out about libraries is doing it in the most cost-effective way possible, and this book offers numerous effective word-of-mouth marketing (WOMM) strategies. Known for their marketing creativity, Barber and Wallace lay out a wide range of sound marketing principles to spread the word about libraries within the community, including

  • Guidance for choosing a strategy that works
  • WOMM must-haves
  • Tips to effectively deliver a library’s message
  • Best practices and insightful reviews

Prior to launching Library Communication Strategies, Inc. in 2000, Peggy Barber was Associate Executive Director for Communication for the ALA, where she managed and implemented marketing and communication programs, including external relations and membership development. She established the ALA Public Information Office, Public Programs Office and the ALA Graphics program, including the widely known “Celebrity Read” poster series. She worked to implement the universal library logo that appears on streets and roads across the country. She also launched the association’s development program and served as the first executive director of its foundation. She is co-author with Linda D. Crowe of
Getting Your Grant: A How-to-Do-It Manual for Librarians. Barber received the Lippincott Award for distinguished service to the library profession in 1999, and was honored as an Alumni of the Year in 2001 by the Rutgers University School of Library and Information Science.

Linda Wallace is co-founder and partner in Library Communication Strategies. She was formerly director of the ALA's Public Information Office, where she developed and implemented creative strategies for National Library Week, Library Card Sign-Up Month, Teen Read Week and many other public awareness campaigns. Wallace is the author of
Libraries, Mission and Marketing: Writing Mission Statements That Work. She has written and edited many other ALA publications, including the Campaign for America's Libraries @ your library® toolkits for public, school and academic libraries. A journalism graduate of Ohio University (Athens), Wallace worked as a newspaper reporter before becoming community relations coordinator for the Mideastern Michigan Library Cooperative, a system with more than 40 urban, suburban and rural public libraries, based in Flint. She received two Addys and two John Cotton Dana special awards for her work there and was named “Librarian of the Year” by the Flint Area Library Association.

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