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Although advertising has always been regarded, and with very good reasons, as a branch of the more inclusive subject of marketing, it has enough specialized reference sources of its own to deserve a separate treatment. The fact that it is not comparatively a new discipline may be understood from a recent publication entitled How It Was in Advertising, 1776–1976, which originally came out as the bicentennial issue of Advertising Age. This compilation contains an historical narrative of personalities and agencies involved in the advertising business in the United States. It includes interesting facts, observing, for example, that the most revolutionary figure in 18th century advertising, none other than Ben Franklin, was the first on record to tap the potentials of the women's market by offering benefit copies. Since those days, advertising has grown into a multibillion dollar industry, big enough to attract the attention of Federal regulatory agencies.

This paper does not pretend to introduce anything which has not been said at greater length before, but it may prove useful to the extent that it attempts to collect together associated aspects of the utilization of foreign literature.

To explore the belief that digital technology has created a steep and irreversible decline in traditional library use, particularly in borrowing from public and higher education library print collections, with a concomitant effect on familiar patterns of reading and reflection. If digital technology has led to a fundamental change in the way young people in HE process information, should traditional assumptions about library use and educational reading habits be abandoned?

This is a comparative analysis of statistics of library use available in the public domain in the USA and UK.

That reading habits shown in the use of public libraries are arguably conservative in nature; and that recent statistics for the circulation of print stock in US and UK university libraries indisputably show year on year increases, not decreases, except where the digitisation of print originals has provided a generous supply of effective digital surrogates for print holdings. The nature of reading has not changed fundamentally in nature. But where copyright law permits large‐scale provision of digital collections to be derived from print originals, these will readily displace borrowing from print collections, leading to lower circulation figures of hard copy items.

This paper asserts that the restrictive nature of UK copyright law, which is demonstrably backward by international standards, is a major factor inhibiting university teachers from helping their students migrate from print to digital media. This assertion should be researched in greater depth, with a view to using such research to influence the development of future intellectual property legislation in the UK.

Because of the essentially conservative nature of reflective reading for educational purposes, digitisation programmes offer an important way forward for academic library service development. Library managers should not underestimate the persistent demand for traditional reading materials: where such materials are provided in digital or print formats, in most cases the digital formats will be preferred; but where high quality educational resources are only available in print, there is no evidence that the format of alternative digital media is in itself sufficient to lure students away from quality content.

This paper questions some of the more casual assumptions about the “death” of traditional library services.

This paper aims to understand the level of synergy between print and online activity and to assess the influence of print/online synergy on the log of circulation change.

In order to meet this aim the authors conducted an empirical study of 100 regional newspapers supplying news media services in the UK. Two hypotheses grounded in a conceptual model were developed. The authors used Pearson correlation and (stepwise) regression analysis to test two hypotheses (H1 and H2).

H1 provides us with some interesting findings. The first is that higher priced newspapers attract more unique Internet users and mobile Internet access. Higher priced newspapers who have been in business longer and have established brands attract more online readers. Also, because these issues are more expensive there is more incentive to go online to read the papers for free. Note that this last explanation is consistent with the analysis provided for H2, the beta for price is negative. The negative coefficient indicates that the circulation change of higher priced papers has reduced more. Therefore circulation change impacts greater upon premium price newspapers for an elite rather than a broad readership. The regression results presented here indicate that established firms with premium pricing, providing multiple platform distribution and specialist digital editions with free online content, have circulations that are reducing less.Practical implications – While reducing the rate of circulation decline, current levels of online presence are not reversing it. There is a need for online presence to be focused on more targeted segments/niches of circulation such as “hyper‐local” news. This suggests a much clearer consideration must be made by newspapers with a premium price for an elite rather than a broad readership.

News organizations now find themselves less socially relevant as consumers turn towards the Internet for alternative sources of “news”. News media firms are having to rebuild their brand identity and market positioning in the online marketplace. Higher priced newspapers have been in business longer and have established brand recognition for providing elite services. This is vital if they are to retain their community influence (as trusted sources of locally produced news, analysis and investigative reporting into public affairs). Commercial influence is determined by their social influence and the demise of newspapers would significantly threaten news plurality, democracy and public service journalism at the local community level.

The originality of this work concerns its specific focus on the influence of print/online synergy on the rate of circulation change. The news media industry is an under‐researched area of Internet scholarship. The study is significant on two counts: first, it estimates cross‐media synergies based on print and online interaction at an aggregated level; and second, it identifies different combinations of cross‐media exposure over individual media effects. It combines both print and online measures of circulation. Of most importance, the study is able to show that synergy is complementary and has had a positive effect on log circulation change by reducing it by a smaller number.

This paper seeks to address two research questions: first, to what extent do highly skilled migrants intend to make personal business and financial investments in their home countries, and second, what factors influence them to invest in their home countries?

The results are based on face‐to‐face and telephone interviews which took place between September, 2008 and March, 2009 with 64 highly skilled British migrants working in Vancouver, Canada. Respondents were asked a combination of open‐ and closed‐ended questions.

The results of this study find that the vast majority of respondents are not investing in or intending to return to their home country, which indicates that they contributing to brain circulation in a limited extent.

The paper argues that governments and organisations in the home country can play an important role in facilitating brain circulation in Europe.

Much of the academic literature suggests that the brain drain has now transformed into brain gain. The findings of this study do not support this shift because most of the sample of British expatriates in Vancouver are not intending to invest in or return to Europe. This is significant because highly skilled migrants could be better utilised as resources by European governments and organisations.

As librarians consider adopting an automated circulation system, early tasks will be to 1) scan the literature, and 2) contact librarians who have already been involved in the process. The literature itself repeatedly urges the value of communicating with other libraries and librarians. For this purpose, most books on turnkey systems append a list of the systems and their installations in particular libraries.

This paper looks at some of the major trends in the UK newspaper industry – circulation shifts, format changes, ethical controversies, the re‐emergence of the frees, the revival of the alternatives – in the context of the debate over trust in the mainstream media and political elites. It also identifies the elements of authentic communication that are needed for trust to exist between the newspaper writer/producer and the reader. The radical newspapers of the early 19th century are presented as examples of authentic journalism. While there are opportunities for the development of authentic journalism within the mainstream, it is suggested that the internet and today’s alternative press are opening up the best possibilities for the development of trustworthy media.

Geographic information systems (GIS) are used in business and government and have potentially powerful applications to the library, specifically “interior GIS” mapping of the collection itself. This paper seeks to argue for the implementation of GIS software in library collection analysis.

The paper explains GIS history, the technology, design with spreadsheet and ILS database, statistical advancements, power of the GIS connection, and the importance of “democratizing” technology for libraries.

GIS is a powerful tool for any business or organization that keeps inventory and monitors transactional usage. GIS is going to be implemented in libraries sooner rather than later. The libraries that implement GIS early will have an intellectual advantage over those coming on‐board late. GIS should be part of collection librarian technology.

Librarians can benefit from visually analyzing the collection and its use trends. GIS will allow librarians to forecast demand for future allocations, uncover collection strengths and weaknesses, and monitor statistics in a way that is impossible with current spreadsheets. Managers will be able to track interlibrary loan trends, branch and neighborhood use volumes and will be able to match use maps with building layout and design for better functionality and loss prevention.

GIS will revolutionize statistical analysis in every field it enters. It is argued in the paper to be the first modern tool for the twenty‐first century librarian, the first piece of technology to serve the librarian first, with system and user as beneficiary of the product of GIS analysis.

This paper introduces GIS to a new audience and to those familiar with GIS, applies GIS in a new direction, to the interior space of the library and its items as subject.

The weeding project at Southeast Missouri State University presented an opportunity to identify different variables, i.e. shelf level, book jackets, added entries, and untraced series, that impacted a book’s circulation behavior and to consider the relationship between circulation and the Internet/online database activity. Using the political science collection, the investigator found that shelf level has the strongest impact on circulation among the variables studied, but the Internet and electronic reference databases have an even greater influence on circulation. Surprisingly, one of the conclusions was that 61 percent of the political science collection either circulated only once or never circulated. It is argued that because of the pressures the Internet and electronic reference databases are placing on book collections and their use it is more important than ever to identify new collection development strategies to pinpoint which titles will be used.

This paper aims to investigate the coupled effects of electrohydrodynamic and gravity forces on the circulation effectiveness of working fluid in an inclined micro heat pipe driven by electroosmotic flow. The effects of the three competing forces, namely, the capillary, the gravitational and the electrohydrodyanamic forces, on the circulation effectiveness of a micro heat pipe are compared and delineated.

The numerical model is developed based on the conservations of mass, momentum and energy with the incorporation of the Young–Laplace equation for electroosmotic flow in an inclined micro heat pipe incorporating the gravity effects.

By inducing electroosmotic flow in a micro heat pipe, a significant increase in heat transport capacity can be attained at a reasonably low applied voltage, leading to a small temperature drop and a high thermal conductance. However, the favorably applied gravity forces pull the liquid toward the evaporator section where the onset of flooding occurs within the condenser section, generating a throat that shrinks the vapor flow passage and may lead to a complete failure on the operation of micro heat pipe. Therefore, the balance between the electrohydrodyanamic and the gravitational forces is of vital importance.

This study provides a detailed insight into the gravitational and electroosmotic effects on the thermal performance of an inclined micro heat pipe driven by electroosmotic flow and paves the way for the feasible practical application of electrohydrodynamic forces in a micro-scale two-phase cooling device.