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Libraries and librarians have long been early adopters of information technologies. For decades, librarians have applied computerization to library operations. Standardization and computerization of bibliographic records decades ago made possible automation of library systems, the creation and utilization of giant bibliographic utilities such as OCLC with its 52 million records. Collaborative adoption of information technologies decades ago brought shared cataloging, on-line public access catalogs, bibliographic databases, enhanced interlibrary loan and document delivery, and acquisition of information in digital formats, resulting in worldwide access to library resources. Nonetheless the revolution in information technologies that produced the World Wide Web in the mid-1990s hit the information profession of librarianship and the educational establishment like an earthquake.

The honor of editing the 30th volume of Advances in Librarianship posed a challenge of how to acknowledge changes in the profession over three and a half decades, while continuing a tradition of identifying new trends and innovations. The series aims to present a variety of aspects of the field of librarianship through the publication of critical articles and surveys, based on the published literature, research in progress, and current developments, relating to all segments of the profession and related topics. Contributing authors are encouraged to address provocative and stimulating topics that will ensure that trends are identified and research results of interest are made available quickly in a rapidly changing profession. Though authors in the past have been encouraged to add an historical perspective, those contributing to this volume were invited especially to celebrate the history of the past 36 years by reflecting, as appropriate, on advances made in their topic since the first volume of the series was published in 1970.

In recent years there has been growing discussion in the library community regarding the civic role of the public library. The discussion is rooted in a deep-seated professional commitment to the value of the public library as an institution of democratic society. As a recent president of the American Library Association, Nancy Kranich, wrote in 2001, “Libraries serve the most fundamental ideals of our society as uniquely democratic institutions. As far back as the nineteenth century, libraries were hailed as institutions that schooled citizens in the conduct of democratic life.” (p. vi).

The idea of adapting and designing services and products to serve “special” needs either for the public good or for commercial purposes is fundamentally an idea anchored in US history. At root, it is a simple idea, albeit expressed in widely varying vocabularies across disciplines and professions. In the parlance of social work, public education, and public librarianship, for example, the idea has been repeatedly advanced over the years as a well-meaning reaching out to meet the needs of subpopulations not readily addressed by available service designs. In the parlance of the commercial sector, the idea has focused on market segmentation, dividing the population into finer and finer subgroups for the purposes of marketing products and services. One of the most recent labels for these activities has been marketing to audience “niches” in which the audience is identified “… as a certain definable market segment with demographic characteristics that make it attractive to advertisers.” (Fejes and Lennon, 2000, p. 37).