LibRadio: Librarians sa Radyo
Library Marketing from Online to On Air
Marian S. Ramos-Eclevia
University Library, University of the Philippines Diliman

Abstract. This paper describes the marketing initiatives taken by the University Library to promote its
resources and services to UP Diliman community and to the rest of the world. It focuses on the LibRadio:
Librarians sa Radyo, a radio program aired at DZUP 1602 as marketing tool of the University Library. Itfurther examines the librarians‟ attitudes towards marketing concept and LibRadio.

Introduction
During the last four years, the University of the Philippines (UP) Diliman University Library has taken big steps
forward in developing smarter and bold marketing programs, which sends a strong message that Head Librarians
have considered the relevance and importance of marketing to the success of library operations (Kaur & Rani,2008). Promotion of library resources and services has been an integral part of librarians‟ duties and responsibilities.
Traditionally, they do it by displaying posters on bulletin board, providing suggestion boxes, and distribution ofpamphlets, brochures, flyers and other promotional materials.
With the proliferation of Web 2.0 applications and growth of digital libraries, there has been an increasing use of theInternet for marketing. New information and communication technologies (ICTs) in the new millennium present not
only new challenges but also more opportunities for library marketing. As Xia (2009, p. 470) put it, the use of theInternet has expanded the “horizon of finding new ways of advertising library services.” Through the librarywebsites and Web 2.0 tools, e.g. social networking sites, Wikis, podcasts, etc., academic libraries become more
visible on the Web.
Aside from Web 2.0 tools, university libraries abroad are also using Internet radio show for library advertising. In
the Philippines, there are two AM radio shows for libraries: (1) Marikina City First Library Hour and (2) LibRadio:
Librarians sa Radyo. The Marikina City First Library Hour is a radio program over Radio ng Marikina, dzBF 1674
kHz. Hosted by a librarian, the First Library Hour includes on-air library orientation, storytelling, and “Book Talk”
segments (Marikina City Library, 2011). On the other hand, the LibRadio: Librarians sa Radyo is a one-hour
DZUP-sponsored radio show for the UP Diliman University Library. Currently, there has been no research about
Philippine library radio shows. This paper describes the marketing initiatives taken by the University Library to
promote its resources and services to UP Diliman community and to the rest of the world. It focuses on the
LibRadio: Librarians sa Radyo as marketing tool of the University Library. It further examines the librarians‟
attitudes towards marketing concept and LibRadio.

Literature Review
Numerous studies have been conducted on library marketing (Smith, 1995; Nkanga, 2002; Breweron, 2003;
Henderson, 2005; Mi & Nesta, 2006; Gragasin, 2007; Enache, 2008; Kaur, 2009; Xia, 2009; Baker, 2010; Vasileiou& Rowley, 2011; Anbu K. & Mavuso, 2012; David & Sagun, 2012) and librarians‟ attitudes toward marketing(Shontz, Parker & Parker, 2004; Singh, 2005; Singh, 2009; Kaur & Rani, 2008). Literature on library marketing
acknowledges that dwindling budgets, increasing user needs, complexity of information requirements, and growth ofclient-centered services are forcing the librarians to adopt marketing concepts within the library environment(Henderson, 2005; Kaur & Rani, 2008; Kaur, 2009). According to Smith (1995), “marketing is a stance and an
attitude that focuses on meeting the needs of users.” Since the patron is the focus of marketing, it gives the librarians
an opportunity to evaluate the usage of the information products, justify the production cost, and determine which
products are to continue/discontinue so as not to waste resources in meeting user‟s information needs (Kaur & Rani,
2008, p. 520). A study of Spalding and Wang (2006) identified the challenges and opportunities of marketing ofacademic libraries. Marketing efforts by the library resulted in gaining visibility and institutional supports from its
community.

Latest information technologies were effectively utilized in marketing information services and products. Kaur(2009) interviewed Malaysian university library managers to determine their level of awareness and perception of
the library website as a marketing tool. Findings show that library websites were not fully exploited as a marketing
tool to reach a wider range of clients. Social networking sites, such as Facebook were also used to announce newlibrary services and events and feature newly acquired resources; thus, librarian organizers of Facebook Groups
have created a new means of connecting users to the library and discovering their information needs (Xia, 2009). On
the other hand, Anbu K. and Mavuso (2012) looked at how Short Message Service (SMS) technology can beeffectively used in marketing library services. Results reveal that the library users can be successfully motivated touse the resources through SMS messaging. Hence, it has enormous potential of advertising library services.
As concluded in the studies of Shontz, et al. (2004) and Kaur & Rani (2008), librarians have positive attitudes
towards library marketing. Kaur & Rani (2008) further argued that marketing concept will not succeed if librarians
are not positive and enthusiastic toward it. Singh (2009) identified three kinds of libraries based on market-oriented
behavior: strong, medium and weak. His findings show that strong market oriented libraries exhibited the mostpositive attitudes towards various aspects of marketing, while weak market oriented libraries showed no specificattitudes toward marketing. Although librarians have positive attitude with marketing concept, Nkanga (2002) foundout that few of them have a formal marketing plan. Kanaujia, as cited in Kaur & Rani (2008, p. 517), notes that there
was “less evidence of systematic and planned use of marketing in the service design, pricing and delivery of
information products/services.”Today‟s libraries are not just using e-mail, telephone, websites, and Facebook to communicate with patrons, butthey have also set up their own AM or Internet radio show. Baker (2010) shared her experience in managing andhosting “The Law Librarian on Blog Talk Radio,” an online law library radio show of the University of Nebraska
College of Law (http://www.blogtalkradio.com/thelawlibrarian). According to her, “Blog Talk Radio is a webbased, live radio internet service that includes free or basic services for individual users… Users can listen to shows
without registering but they will appear as guests…” (Baker, 2010, p. 14). Baker gave few tips on setting up an
online library radio show, such as finding a good name, setting a schedule and be consistent, and promoting theshow.

Methodology
The research data were collected through survey questionnaires and examination of available documents including
annual reports, usage statistics, and messages posted on the wall of UP Diliman University Library Facebook fan
page. The questionnaire consists of two parts: (1) librarians‟ attitudes about concept of marketing and (2) attitudes
towards LibRadio as marketing tool. Statements about marketing concept were adopted from Shontz, et al. (2004)
and Kaur & Rani (2008). A total of 39 questionnaires with a response rate of 76% (n=30) were distributed to
Head/College Librarians of the University Library.

Results and Discussion
Librarians‟ Attitude towards Concept of Marketing
Respondents were asked to indicate their level agreement with eight items on attitudes toward concept of marketing.
Similar with the findings of Shontz, et al. (2004) and Kaur & Rani (2008), results show that majority of the
respondents (80%) have a positive attitude about the concept of marketing. Table 1 exhibits that librarians tend to
disagree with negative statements about marketing concept, which indicates a positive attitude among them.
Furthermore, the respondents strongly agreed that marketing is important, relevant, and applicable to libraries.
Librarians‟ Attitude towards LibRadioAll respondents were also asked to rate their level of agreement with a set of statements to determine their attitude
toward LibRadio as marketing tool. Majority of them (18, 60%) showed a positive attitude. Eleven (36.7%)
librarians exhibited a strongly positive attitude toward LibRadio as marketing tool (see Table 2). Of the respondents,
56.7% strongly believe that libraries should market themselves more like businesses do in a radio program. Majorityof the respondents think that LibRadio can be effectively utilized in promoting library resources and services. Only
one respondent has a mixed feeling concerning LibRadio as marketing tool.

Table 1 Librarians‟ attitude about the concept of marketing
Statements

Strongly
Agree

Agree

NeutralDisagreeStrongly
DisagreeAttitude5(16.7%)
4(13.3%)

7(23.3%)
012(40.0%)
05(16.7%)
0

Positive

The concept of marketing is applicable not only
to business organization but to library also1
(3.3%)
26(86.7%)

It is more difficult to apply marketing
techniques to libraries than to businesses.*4(13.3%)

11(36.7%)

4(13.3%)

9(30.0%)

2(6.7%)

Mixed

Marketing is primarily about providing better
products and services to the customer.

10(33.3%)

16(53.3%)

2(6.7%)

2 (6.7%)0

Positive

Marketing is too costly for most libraries.*

012
40.0%)
010(33.3%)
03(10.0%)
0

Positive1(3.3%)

20(66.7%)

3(10.0%)

000Marketing is mostly hype and hustle.*

Good public relations activities are important
for a library.
Marketing is primarily used to persuade people
to buy things they don't really need.*26(86.7%)
3(10.0%)

5(16.7%)
4(13.3%)
3(10.0%)

Marketing is relevant to the needs of libraries.

26(86.7%)

4(13.3%)

Strongly
Positive

Strongly
Positive
Positive
Strongly
Positive* Negative statements
Table 2 Librarians‟ attitude towards LibRadio as marketing tool
Statement

Strongly
Agree

Agree

NeutralDisagreeStrongly
DisagreeAttitudeLibraries should market themselves more likebusinesses do in a radio program.

17(56.7%)

11(36.7%)

2(6.7%)

00Strongly
Positive

I think effective promotion of library services
and resources can also be done throughLibRadio.

19(63.3%)

9(30.0%)

2(6.7%)

00Strongly
Positive

I have been personally involved in marketinglibrary services through LibRadio.

10(33.3%)

14(46.7%)

4(13.3%)

1(3.3%)

1(3.3%)

Positive18(60.0%)

11(36.7%)

1(3.3%)

00Strongly
Positive8(26.7%)

12(40.0%)

7(23.3%)

3(10.0%)

0

Positive10(33.3%)

9(30.0%)

3(10.0%)

1(3.3%)

0

Mixed

10
(33.3%)

11(36.7%)

7(23.3%)

2(6.7%)

0

Positive7(23.3%)

16(53.3%)

5(16.7%)

1(3.3%)

1(3.3%)

Positive

Knowing more about marketing techniques
would be helpful to me so that I can utilize the
LibRadio in promoting library services.
Because of LibRadio, it is now easier for me
to inform the UP community about upcoming
library activities.
LibRadio is a marketing tool to increase theuse of libraries.
I believe LibRadio helps clients to become
more knowledgeable and more familiar withlibrary services and resources.
To promote the services and resources of mylibrary, I want to be more involved in the
LibRadio.

Bold Marketing Initiatives
The UP Diliman University Library, a networked of one Main Library and 39 college and unit libraries, is one of thelargest academic libraries in the Philippines in terms of size of the collection (1,055,612 volumes of print and nonprint resources and 55,000 titles of print and online journals); size of user population (approximately 26,000
students, faculty and staff); and seating capacity (accommodate 4,530 readers at a time).The libraries are open

Monday to Saturday, closed on Sundays and public holidays. The General Reference Section of the Main Library
maintains extended library services until 12:00 midnight, Monday through Friday since 2000. In 2011, a total of
10,352 users visited the Main Library from 5:00PM to 12:00AM.
The University Library‟s mission is to provide access to and deliver information services and resources to students,
faculty, and staff in support of teaching, learning, research, extension and creative functions of the UP Diliman
through the utilization of ICTs. Some of the information services and products being offered by the University
Library are as follows: digital reference services, such as chat reference, SMS reference, Listen and Learn @ Your
Library, and Web-based and podcast instructional materials; Learning Commons, Integrated Library System (iLib);
Index to Philippine Newspapers; access to more than 30 online databases; Philippine eLib; eUARD, an institutional
repository of the University Archives; Kapihan sa Aklatan, an annual library orientation for new Engineering faculty
members; Research Made Easy @ Your Library, an information literacy program; RoBook Book Scanner; extended
library services until 12:00 midnight, Mondays to Fridays; and many more.
Many good library services are sometimes invisible to its target market. In this premise, the University Library
applied marketing principles in promoting its products and services in order to increase visibility, maximize use ofgood services, and satisfy the user‟s needs. The targeted customer(s) of the University Library are divided into
categories, namely: (1) UP members, such as students, faculty, researchers, and staff of the University and (2) nonUP members, e.g. alumni, students and faculty from other schools, and government/private researchers.
Starting 2009, the following strategies were employed to promote new information services and products:a) Creation of the UP Diliman University Library Facebook fan page.
b) Design of library badge (@ D. University Library) and brand statement (“Discovering Connections,
Connecting Discoveries”).
c) Design and development of library teasers in collaboration with the LIS 158 (Marketing of Library andInformation Centers) students of Prof. Salvacion M. Arlante, professorial lecturer at the UP School of
Library and Information Studies (SLIS).
d) Creation of library wiki page in the UP IskWiki!, wiki page of the University.
e) Design and distribution of a colorful library brochures.
f) Development of library vodcast, which are uploaded in the YouTube.com.
g) Design and development of “i need. i value. ILOVEMYLIBRARY” awareness campaign (Initiated by the
UP College of Engineering Libraries)h) Installation of Electronic Bulletin Board (EBB) at the UP College of Engineering Libraries

LibRadio: Librarians Sa Radyo
BackgroundOn 2 September 2010, a letter of agreement was signed between the UP College of Mass Communication (CMC),
the University Library, and DZUP 1602 to formally launch the LibRadio: Librarians sa Radyo, the first radio
program for Philippine academic libraries. LibRadio is aired every Wednesday (12:00NN to 1:00PM) at DZUP 1602
kHz AM radio and via live streaming at www.dzup.org. DZUP 1602 kHz is the UP‟s official community radio
station that “envisions serving the University where the voice of students, faculty and administration was heard on
the air” (www.dzup.org). LibRadio‟s tag line is “Matinong usapang pang-aklatan para sa maunlad na bayan”(Relevant library discussions toward a progressive nation). LibRadio aims to promote the information services andproducts of the University Library as well as libraries of other Constituent Units throughout the UP System.
Through LibRadio, librarians offer on-air library instructions to help students, faculty and staff develop theirinformation literacy skills.

LibRadio Team
Rodolfo Y. Tarlit, is presently the University Librarian and at the same time the program producer of LibRadio.
Anchors are registered librarians and accredited broadcasters of the Kapisanan ng mga Brodkaster ng Pilipinas(KBP), namely: Eimee Rhea C. Lagrama, Elvira B. Lapuz, and Marian S. Ramos-Eclevia. In 2010 and 2011, former
University Librarian Prof. Salvacion M. Arlante (program producer) and UP College of Engineering Libraries Head
Librarian Sharon Maria S. Esposo-Betan (co-host) were also members of the LibRadio team. During the first year of

the show, DZUP 1602 assigned student interns to provide professional and technical assistance in the preparation ofbroadcasting materials, such as teasers, podcasts, etc.

Planning and Managing
Setting up a library radio show in AM band can seem complicated and intimidating. Fortunately, officials and staff
of DZUP 1602 were very approachable, accommodating, and helpful whenever the anchors need assistance. Before
setting up the LibRadio, the team members met for several days to plan the first six months of the show. Basic steps
in planning a radio program involve the following:a)Pick a good title/name. The title of the show, LibRadio, was coined by Elvira B. Lapuz. Librarians sa
Radyo was included to briefly describe the show.
b) Draw the reasons for creating a library radio show. The main objectives of the LibRadio are to promote theresources and services offered by University Library and to provide information literacy services to
identified target market. Specifically, it aims to:increase usage of electronic resources by at least 10%
increase sessions and attendance to library orientations by at least 10%
increase readers admitted by at least 10%
increase usage of discussion room by at least 5%
increase reference transactions by at least 10%c) Define the target audience. Primarily, the target listeners are the students, faculty and staff of the
University. Interestingly, LibRadio has regular listeners who are librarians not only from other libraries in
the National Capital Region (NCR) but also as far as Iloilo, Baguio, Japan, Australia, Singapore, andCanada through live streaming.
d) Determine the program format. Basically, LibRadio‟s format includes call-in, talk/discussion, and librarynews segments/feeds.
e) Describe the program content. Each episode runs at 45 minutes, excluding 15 minute commercial break.
One-hour episode of LibRadio may include but not limited to the following: playing of library jingle, Tarana sa Aklatan; anchors‟ greetings; introduction of the topic and guest resource person; talk/discussion about
the topic; announcements of library events, trial databases, updates, etc.; playing of Listen and Learn @Your Library podcast; information resource of the day; and, library trivia and quotes. Episodes aired duringholidays and Christmas vacation were pre-recorded.
f) Prepare broadcasting materials. One of the important materials developed for the LibRadio is the OBB(Opening Break Bumper)/CBB (Closing Break Bumper). The anchors wrote the scripts for the OBB/CBB
which was later recorded at the Recording/Editing Room of the UP CMC. To produce the jingle, theUniversity Library collaborated with Skinijins KABOOM, led by Orly Putong and other undergraduate
students from the UP SLIS. For each episode, the anchors prepare a guide questions to be forwarded toguest resource person(s). In some episodes of the Season 1, anchors and guests were also asked to prepare
their scripts to avoid dead air time on radio. Sometimes, they both need to rehearse the show. Eventually, as
anchors become more comfortable conversing with guests and radio listeners, they no longer need toprepare a script and rehearse ahead of their live show.
g) Prepare topics for the next six months and identify the prospect guests of each show.

EpisodesThe first episode of the LibRadio aired on 8 September 2010 with Prof. Salvacion M. Arlante as guest and Eimee
Rhea C. Lagrama as host. Since then, a total of 99 episodes aired on-air. As shown in Table 3, the top five most
discussed topics are: (1) college/unit libraries with 15 episodes; (2) sections of the Main Library, 11 episodes; (3)special topics, 11 episodes; (4) library staff, 8 episodes; and, (5) online subscriptions, 8 episodes. All college andunit libraries of UP Diliman were featured in the LibRadio, wherein Head Librarians were invited to talk about theirresources and services. Rare collections and unique services of the college/unit libraries were featured to make theseknown to the targeted audience. Special topics included library events, associations, National Book Week, Manila
International Book Fair, licensure examinations, Academic Booksellers Association of the Philippines (ABAP), etc.
Previous of episodes of the LibRadio are uploaded online via SoundCloud (http://soundcloud.com) and thenembedded in the UP Library Bulletin Online and UP IskWiki!

Guests
Guest resource persons are from various academic institutions. Majority of them are librarians in UP Diliman. Ten(10) faculty members, 12 UP students, three non-UP students, and 12 non-UP librarians were also invited as guest.
Table 3 LibRadio Topics, September 2010- July 2012

TopicsCollege/unit libraries
Main Library Sections
Special topics, e.g. National Book Week, MIBF,
etc.

Number of
Episodes151111

Library staff

8

Online subscriptions
Research writing
University Library of other campuses
Use of WebOPAC, indexes and otherbibliographic tools
Filipiniana information resources
Non-UP libraries
Library users

TopicsReference services
Research ethics
Special collections

Number of
Episodes
4
4
4
3

8
8
7
7

Children and young adult libraryservices
Collection management
Disaster preparedness and recovery
Digitization project
University Archives

5
5
4

Customer relations and services
LibrarianshipLibrary rules and regulations

2
2
2

3
3
3
3

Price
The total production cost of the LibRadio is approximately Php15,000 per annum to cover transportation, productionof promotional materials and tokens for invited guests. Anchors of the LibRadio who are permanent college
librarians of the University Library perform this function pro-bono. No honorarium is given to a guest resource
person. Only tokens of appreciation were awarded to them.

Promotion
The University Library promotes the LibRadio through its Facebook fan page, website, UP Library Bulletin Online
http://uplibrarybulletin.wordpress.com, other DZUP radio programs, posters, stickers, jingle, teasers, libraryorientation, and word of mouth.

Results of Marketing Initiatives
The result of the marketing initiatives was positive. Key performance indicators for marketing campaign include thefollowing:
Increase usage of electronic resources by 13%. The UP System yielded a total of 1,073,408 full-text
retrievals or downloads in 2011 while 1,213,486 download in January- July 2012;
Increase sessions of library orientations by 92% (from 1,052 individuals in 49 batches in 2011 to 2,020
individuals (86 batches) in January-July 2012)
Increase readers admitted by 13% (1,398,150 in 2010; 1,580,259 in 2011)
Increase usage of discussion room by 24% (3,047, 2010; 3,806 students, 2011)
Increase reference transactions via Ask-a-Librarian. The General Reference Section received a total of 463
reference queries in 2011, a significant increase of 50.3% from the 308 transactions received in 2010.

Suggestions for Improvement
Head/College Librarians suggested the following ways of improving the radio show: (1) a better time slot between
8:00AM to 12:00NN; (2) more interesting topics and guests; (3) increased use of social media to further promote theshow; (4) include more music; and, (5) phone patch for library clients with reference queries.

Conclusion
The success of academic libraries in digital age is dependent on getting the users to continuously use its resources
and services. There is a saying that libraries without users are useless. And these libraries will eventually become
extinct. For them not to become fossilized there is a need for marketing and promotion. Marketing plays asignificant role in making users aware of the services and resources of the library and their value. Marketing is notjust about selling the library to users. It‟s about convincing the students, faculty, and staff that library remains to be
the best place for scholarly communications and a space of discovery and collaborative learning. Likewise, it‟s
about keeping in touch with the users and informing them on the available information services and products thatmatch their needs and interests. Therefore, communication is one of the key factors in library marketing (David &Sagun, 2012). Channels of communication between librarians and users must be open and convenient in order tobuild relationship marketing. In this regard, library radio show can be an effective communication channel topromote resources and services. Further, marketing through a radio show offers opportunities to break stereotypes
about libraries and librarians and to uphold their relevance in the academic community.

Acknowledgement
The author would like to express its gratitude to the University Librarian Mr. Rodolfo Y. Tarlit and Head/College
Librarians from various college and unit libraries of UP Diliman for making this study possible.

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About the Author
Marian S. Ramos-Eclevia is the Head Reference Librarian of the University Library, University of the Philippines Diliman's
General Reference Section. She‟s one of the LibRadio‟s anchors. Her eleven-year experience in the field of reference andinformation service ushered her into teaching the same course in the University's School of Library and Information Studies. She
has been a speaker in various seminars and conferences for information professionals in the Philippines specializing reference
and information services, electronic resources and access to information. Ms. Ramos-Eclevia has earned her Bachelor and Master
Degrees in Library and Information Science from the University of the Philippines.