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August 9, 2009

Texts: Library's new tool to reach teens

Friday, August 7, 2009
Last updated: Friday August 7, 2009, 1:13 PM
BY MARK J. BONAMO
Hackensack Chronicle
MANAGING EDITOR
In a time when kids face enough multimedia distractions that would challenge anyone's attention span, Keri Adams, the young adult librarian at Hackensack's Johnson Public Library, enjoys a unique problem.

"Honestly, it's not a challenge getting teenagers around here to use the library," said Adams, 27. "During the summer, my bookshelves are pretty close to empty. But not every kid is using the library, and I would love to change that."

A new program sponsored by the New Jersey State Library is designed to make Adams' wish come true. The Johnson Public Library is one of eight libraries from across the state that has been selected to join a six-month pilot program that will test the effectiveness of using mobile communications to promote library use and services. With text messaging such a major communications and cultural force, especially among the young, Garden State librarians hope that the text program will show teens, young adults and the entire community that the library is the place to go.

How to use library text technology

As part of the program, the selected libraries will use text messaging, averaging two text messages a week, as a way to reach out to teens and young adults, including the parents of younger children. Standard text messaging rates apply.
Hackensack teens can sign up to receive updates about events taking place at the library by texting HACKTEEN to 51684. Adults who are interested in personal development programs and other information can text HACKSKILLS to 51684.
Parental permission is required for kids under the age of 13 and recommended for all participants under the age of 18.

According to Nancy Dowd, director of marketing for the New Jersey State Library, the program will focus on reaching out to teens.
"Mobile phone usage is at the leading edge of a cultural change in communications," said Dowd. "The New Jersey State Library realizes communication networks are continually evolving and it's important for libraries to keep up on those technologies that will help them reach existing customers, as well as inform new people of how libraries can help them. The idea of reaching teens and parents directly on their mobile devices just makes sense. This is the first program of its kind for libraries in the nation."

"The Johnson Public Library is a pioneer in our field," added Dowd. "Their work will help libraries across the country learn more about this medium and provide the groundwork for future campaigns. Each library is creating their own strategy to create a community of opt-in patrons and build databases of supporters."

Local librarians look forward to text tool

Adams has her own strategy on how to reach out to Hackensack's teens.
"A lot of kids really love reading, and I think that more of them would if they knew what we had available to them," she said.
Adams noted that the library has about four events per month for students in grades seven through 12, with closer to four events a week during the summer.
"My biggest problem is that the teens think that the events sound cool, but they never remember when they are," she said. "In this way, we send them a text message, and remind them that it's going to be a lot of fun. This way, we're hoping to reach out to kids that aren't in the library all the time."

Programs for teens at Johnson Public Library include the video programs Dance Dance Revolution and Rock Band, as well as a teen advisory board that talks about what teens really want to see and do in the library.

Johnson Public Library Director Sharon Castanteen was quick to point out that the new mobile communications pilot program is also geared towards adults.
"Our biggest job now that we have made so many improvements and have added so many services is to get the word out," she said, noting that the library has many programs in place for adults, such as employment information and financial information workshops, with career coaching programs, job search seminars and identity theft advice coming in the fall. "And all of these things are free, including the free museum passes for families at the American Museum of Natural History in New York available at our library."

"Our community is very diverse, and a lot of times people aren't accustomed to knowing what a public library can offer more than books. But everyone has a cell phone," Castanteen added.
Although the program has only been in place for three weeks in Hackensack, Adams is very hopeful that it will reach its goal of reaching out to teens, young adults and the rest of the community.

"We're the guinea pigs for the whole country, basically," she said. "I think that it's going to work and that people are going to find it to be a valuable service. My teenagers don't really check their e-mail, but they are willing to sign up for text messages because they always have their phone in their hand. I'm really excited, and I hope that it's really successful."
E-mail: bonamo@northjersey.com

Posted by tumulty at August 9, 2009 1:39 PM

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