Let us see what library advertising of the economic types may mean. In the first place it means telling those who want books where they may get them. This simple task is rarely performed completely or satisfactorily. It is astonishing how many inhabitants of a large town do not even know where the public library is. Everyone realizes this who has ever tried to find a public library in a strange place. I once asked repeatedly of passers-by in a crowded city street a block distant from a library (in this case not architecturally conspicuous) before finding one who knew its whereabouts; in another city I inquired in vain of a conductor who passed the building every few hours in his car. In the latter case the library was a beautiful structure calculated to move the curiosity of a less stolid citizen. In New York inquiry would probably cause you to reach the nearest branch library, anything more remote than that being beyond the local intelligence. Sometimes I think we had better drop all our far-reaching plans for civic betterment and devote our time for a few years to causing citizens, lettered and unlettered alike to memorize some such simple formula as this: "There is a Public Library. It is on Blank street. We may borrow books there, free."
You will notice that I have inserted in this formula one item of information that pertains to use, not location. For of those who know of the existence and location of the Public Library there are many whose ideas of its contents and their uses, and of the conditions and value of such uses, are limited and crude. The advertising that succeeds in bettering this state of things is surely doing an economic service. All these things the self-respecting citizen should know. But beyond and above all this there is the final economic service of advertising--the causing a man to want that which he needs but does not yet desire. Every man, woman and child in every town and village needs books in some shape, degree, form or substance. And yet the proportion of those who desire them is yet outrageously small, though encouragingly on the increase. Here no memorizing of a formula, even could we compass it, could suffice. This kind of advertising means the realization of something lacking in a life. Is the awakening of such a realization too much for us? Are we to stand by and see our neighbors all about us awakening to the undoubted fact that they need telephones in their houses, and electric runabouts, and mechanical fans in hot weather, and pianolas, and new kinds of breakfast food, while we despair of awakening them to their needs of books--quite as undoubted? Are we to admit that personal gain, which was the victorious motive that spurred on the commercial advertisers in these and countless other instances, is to be counted more mighty than the desire to do a service to our fellowmen and to fulfill the duties of our positions--which should spur us on?