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Super Library Marketing: Practical Tips and Ideas for Library Promotion

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Why Print Marketing Still Works for Libraries… and How to Prove It!

Photo courtesy Cincinnati and Hamilton County Public Library

Quick Summary

  1. Print marketing is not dead. When used strategically, it helps libraries cut through digital noise and even strengthens digital marketing.
  2. Measure return on investment of print marketing with opt-ins, QR codes, custom trackable links, and interactive prompts.
  3. Repurpose print content across social, blogs, and email to extend its reach and prove its impact.

Every day, I run with anticipation to the mailbox.

I can’t help myself. As a member of Gen X, snail mail was a significant part of my life when I was growing up. A letter or postcard from a family member or friend brought me such joy. We had phones, of course, but no social media. So if a friend went on vacation, I couldn’t follow each step of their journey on Instagram.

I also love mail because it’s physical. There is something about the feel of paper in your hands that adds to the joy of reading. It’s why I prefer print books to eBooks.

And I know that digital correspondence is also permanent, but there is something different about a stash of letters, held together with ribbon or string, kept to be read again years later.

What does any of this have to do with library marketing?

The 10th Annual Super Library Marketing survey closed a few weeks ago. I’m analyzing the results now and will publish the full report on January 5, 2026.

But one theme has emerged already: Library promotions are getting lost in the constant digital noise.

I work with hundreds of libraries worldwide every day at NoveList. They’re all facing this struggle. And some are beginning to lean on print to cut through the noise.

That’s because print still matters when it’s intentional, measurable, and audience-focused.

Print is not dead. It’s strategic!

It might feel old-fashioned or even risky to invest staff time and budget in print. After all, email and social media offer instant metrics and quick reach. But here’s the truth: Print has never been more valuable.

Now, I realize this statement may come as a surprise. Readers of this blog know how much I value email marketing. It is, hands down, the most effective use of your marketing time.

But clever library marketers know that there are some audiences we cannot reach with email. Print helps you connect the dots between those groups. It can spark attention in people who might otherwise overlook your digital promotions. And it can deepen the relationship with those who are already engaged with your library.

Imagine this: You’ve been on a store’s email list for years, eagerly clicking through their sales messages. Then one day, a coupon shows up in your mailbox. Suddenly, the brand feels even more present, more valuable, and you’re more likely to act on the next email, too. (BTW, this example is born of my own experience with Bath and Body Works!) And it works because…

Print doesn’t replace digital marketing; it amplifies it.

How do you know if your print marketing is working?

Here’s the challenge I’ve always faced with print marketing: How do you prove that it’s effective? How do you know it’s worth the investment? Because, let’s face it, print can be costly.

Here are five concrete ways you can measure the effectiveness of print marketing at your library.

1. Start with an opt-in model for longer print publications.

Many libraries print thousands of copies of their print newsletter or magazine. Then they send them out to all the people living in their service area. They might also send copies home with each child in their school district.

I totally understand that strategy. But it’s akin to sending un-targeted email messages. If someone isn’t already engaged with the library, the sad truth is they may throw that print piece in the trash. That’s a waste of money for the library and a waste of time for you.

A better approach is to ask readers to opt in to the publication. There are a couple of ways to do this.

  • Ask people to sign up either when they sign up for a library card or through an email campaign.
  • Send your print publication to anyone who donates to your library’s fundraising groups.
  • Put copies out in your branches. You can also distribute copies to partner organizations with locations that have a lot of foot traffic, like museums and theaters. Be sure to include a QR code so those new audiences can sign up to receive their own copies at home.

2. Make your print marketing interactive.

Ask readers to post a social media comment on a story or an event in your print publication. This works really well for print calendars and fliers.

Add a unique hashtag to the piece, and ask people to use it when they post their comment. Then count how many comments you receive.

You can also ask readers to send an email with an answer to a special prompt, like, “Which storytime is your child’s favorite?” Create a special inbox to receive comments from your print publications. Then you can count the number of emails you receive.

3. Use custom trackable links.

When I worked at the Cincinnati and Hamilton County Public Library, I used Bit.ly to create special trackable links for our website. With a free Bit.ly account, you can edit the back half of a link and then track how many people click on it. This makes it easy to see which traffic is coming directly from your print marketing.

4. Add QR codes.

Add a QR code to your print piece, then track how many scans you get. One library marketer I spoke with takes this a step further by creating a different QR code for each poster, depending on where it’s displayed. That way, she can compare engagement across different locations or departments!

Pro tip: This strategy works for all your library’s print pieces, from bookmarks to event flyers. If you ever feel like you’re doing too much print marketing, the data you collect from trackable links and QR codes can help you make the case for (or against) continuing.

5. Repurpose your content across other channels.

Save time and amplify your content by repurposing stories from your magazine or newsletter into social posts, blog articles, or email content. If those repurposed pieces perform well digitally, it’s another signal that your print marketing is resonating.

When I worked at the library, many of the stories we published in our quarterly newsletter or on our blog were repurposed in this way. This helped us to get more traction for the stories and gave us another way to measure whether the story is interesting to our audience.

This trick can also help your community to learn that you have print promotions and give you a reason to solicit sign-ups for the print version!

How is your library using print marketing?

I’d love to hear how your library is using print. Share your experiences in the comments below.

Need more inspiration?

Library’s Print Magazine Is a Community Must-Read! Here Is Their Secret Formula.

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Library’s Print Magazine Is a Community Must-Read! Here Is Their Secret Formula.

Photo courtesy Cincinnati and Hamilton County Public Library

I’ve signed up for a lot of emails from libraries. A few weeks ago, an email hit my inbox… my first from this library… that made me sit up.

It was a link to a print news magazine called Words from Marion County Public Library System in Ocala, Florida.

It’s been a while since I’ve seen a print news magazine from a library. And this one was so good, I had to reach out to the editor, Karen Jensen, the library’s Community Liaison. She and several other employees manage all the marketing and public relations for the library. Karen also oversees grants and volunteers and is the liaison for all six of the library’s Friends groups.

A native of Valparaiso, Indiana, Karen graduated from Ball State University with a liberal arts degree. After college, she worked for a large radio station in the Midwest as a copywriter. She also took on a variety of jobs within the equine industry. Her love of horses was fed by her childhood library trips.

“I was a horse-crazy little girl (who grew to be a horse-crazy adult) and was so completely drawn to Marguerite Henry’s Misty of Chincoteague, King of the Wind, and Walter Farley’s books, The Black Stallion,” remembers Karen. “Books were some of my favorite gifts as a child and adolescent and my nose was buried beneath the pages much of the time. The rest of my leisure time was spent in the barn with my beloved horses!

Her passion for horses and a business prospect brought her to Ocala, Florida where she worked primarily within the public and nonprofit sectors before joining the library in 2009.

“The first issue of our quarterly WORDS magazine was in the spring of 2009 before I joined the library system,” recalls Karen. “I arrived in time to spearhead the fall issue and have served as the magazine’s editor since that time.”

“The magazine provides a central information source for all events, and updates on library information and resources, in both print and digital formats. It offers a professional means for sharing information with elected officials, community partners, and a myriad of other groups and individuals with whom we all come in contact.

-Karen Jensen

“Although by no means our only method of communicating with the public, it is a key reference point for all staff when working within our community.”

Words has evolved from its original eight pages to its current 20 pages and is funded entirely by the Friends of the Ocala Public Library. Work on each issue starts six months before the publishing date.

“There is a creative meeting with managers and supervisors quarterly where we establish the theme and content for the next issue,” explains Karen. “Upon the selection of the theme and content, I will seek volunteer writers from within our library staff, as well as within the community.”

Words is unlike other library newsletters, in that it’s a balanced mix of in-depth stories and library promotion. The issue I received included a patron interview on fall traditions, a piece on a historic tourist destination, and a preview of an upcoming library program featuring a chef from the World Equestrian Center. It’s informative, educational, entertaining, and beautifully designed.

“The number of print copies has always been small, with a current print quantity of 4,500 for three issues and 5,000 for the summer issue for nine library locations,” says Karen. “In addition to the small print quantity, the library system uses a mail management system (LibraryAware) to disseminate monthly updates to more than 80,000 patrons in Marion County.”

I’m not surprised to learn that Words is a hot commodity for patrons.

“We hear from patrons and community members asking, ‘When is the next issue coming out?’” explains Karen. “And, as with many print magazines, there are always special favorites that really resonate within our community. Typically, it is themes about natural resources in our county or other highlights. People really love learning about their community and we certainly want that to include their public library!”

“We now have very few remaining print copies at the end of each quarter and typically run out before the end of the quarter at our larger branch locations. We do, as supplies allow, take print copies to outreach events, but more than likely have a flyer with the QR code and how to sign up to receive a copy available at tabling events.”

“Our library system administration and staff love the magazine and even when it is an add-on to workloads, are so very proud of the final result. And there is really nothing to compare with receiving an email from a community partner, an elected official, or a mom of three who says, ‘I just love Words!’”   

Karen’s advice for any library looking to start a news magazine

Tip #1: Start with a plan.

  • Establish goals, audiences, what is to be accomplished, and by whom, early on.
  • Factor in how you will measure your outcomes. This is really such an important part of any public relations/communication efforts. How will you know if this is a cost-effective endeavor? What is the ROI?
  • How often will the newsletter be published?
  • Who will the editor be?
  • Who will manage the production?
  • What are the costs associated with the news magazine production and how will the costs be covered?

Tip #2: Determine what combination of formats is going to work best for your audiences.

  • If cost is a factor, digital format will be the most realistic.
  • Explore a mail management platform that will work for your community of patrons. We selected LibraryAware and it has really helped to expand the footprint far beyond the print or website reach.

P.S. You might also find this helpful

Library Cracks the Code on How To Tell Stories to Stakeholders: They Use Email! Here’s How Their Targeted Newsletter Works

Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

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