Abstract
Academic libraries tend to differentiate the medium of their marketing messages but not the messages themselves. Of paramount importance is the identification and description of the library's target audiences and the selection of media most likely to generate a positive response to the library and increase use of its resources. This article identifies target audiences desirable for undergraduate academic libraries and describes how to develop mutually beneficial relationships with these audiences. The positive impact that results from audience and media segmentation in the areas of library funding, awareness, use, and attitude are noted. Examples are given from successful public relations initiatives at Milner Library at Illinois State University.
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