| Abstract [eng] |
The object of the article is the strategies for improving tendencies of children reading culture in Lithuania implemented by Children Literature Center of Martynas mažvydas National Library of Lithuania, Children Literature Department of Povilas Višinskis Šiauliai County Public Library, Ukrinai Village Branch of Mažeikiai District Municipality Public Library and Library of Šiauliai Juventa Progymnasium. The aim of the article is to state and discuss the most popular forms for children reading promotion in Lithuanian libraries by highlighting the most efficient and original marketing strategies for children books in the surveyed libraries. The practical part has been produced by using semistructured interview of experts and descriptive method with the help of interpretation and comparative approach to the object being analyzed. The libraries that seek operational efficiency have to apply quite a number of time-tested or untried strategies of public relations in their activities. Usually they are repetitive and common strategies for children books popularization: thematic exhibitions, quizzes, text readings aloud in unusual places, Book of the Year awards, Nordic Countries Week, Children Book Day, introduction of parents to novelties in children books, benefit of reading, etc. Most of the strategies, especially the most effective and original ones, are determined by external factors (financial, geographical location, size of target audience, number of employees, working time). The most efficient (specialized vehicles, book presentations, quizzes, etc.) and the most original (text readings in nature, literary afternoons with parents, puppet-plays, etc.) strategies determine the originality of libraries and help to attract a larger target audience. |
