Mirosława Gorczyńska The library downtown.
	City Public Library in Wrocław
	This article was translated thanks to the grant received from the Open Society Institute

A library located at No 78 Szewska St. in Wrocław became a No 57 Branch of City Public Library in 2000. Due, in part, to its convenient location in the heart of the Old City, it is very popular in the community. In the year 2000, about 9,524 users registered there. A structural analysis of age and profession proves that the majority (about 65%) of the reading public are students (comparable with other libraries). No 57 Branch is not a typical community library, (despite the fact that many registered users inhabit the area of the Old City) its many clients come from distant parts of Wrocław citing good very good library contents and fairly easy access by public transportation.

This library's offer of material can satisfy even the most discriminating reader. Beside its extensive choice of popularised scientific literature, the library offers many classics as well. Library contents in 2000 consisted of 103,778 volumes and about 30 periodical titles. Since 1997, the library has specialised in gathering books on geography, ethnography and tourism. Its specialised tourist section is the sole section of this profile in town, and consists of an impressive collection of albums, tourist guides, maps, encyclopaedias, tourist magazines. Anybody interested in tourist attractions, both in Poland and abroad, will find something there. The region of Lower Silesia and Wrocław are covered just as extensively. The library is fully computerised. Three main catalogues and databases Wrocław City Library Main Catalogue, "Przewodnik Bibliograficzny" (current national bibliography of monographs), "Bibliografia Zawartości Czasopism" (the bibliography of periodical contents), as well as Lex Polonica Prima" provide readers with excellent information. There are two computer stations (with databases) and one fully equipped workstation destined for individual work. Lending is computerised, users can copy, print and xerox information they need. Some of these services are chargeable.

The application of marketing strategy at No 57 Branch of City Library means making it popular among the inhabitants of the city. The main point of the promotional plan is for the information about the library to reach as many people as possible. The offer covers many fields in the hope of attracting even most reluctant readers. This library's location, in the vicinity of many cultural institutions (cinemas, theatres, art galleries), defines its main agenda - promoting books and readership. Unfortunately, the library building itself, due to the lack of adequate space, is not equipped for holding larger events. In recent years, the intensity of promotional activities related to readership fluctuated, and the organisational abilities of library staff had less to do with the problem, rather than readers weak interest and participation.

One of the most effective tools in the promotion of the library is work with an individual reader. Satisfied clients, courteous and professional staff and interesting content make for the best promotion of the library. Its good reputation is shared by word of mouth, thereby, systematically and continuously built. Individual work with readers, getting to know their needs and tastes plays an important role. Naturally, other ways of promotion are also explored. Interestingly enough, one of the employed techniques is window-dressing. The library building's four huge windows provide a tremendous space for display of contents and presentations of newly published books with an artistically arranged (and updated on a regular basis) layout. This initiative has proven to be very successful it draws clients attention and creates interest. As well, the library makes a point of informing its clientele about upcoming cultural events in town the posters and notices are visibly displayed and easy to spot.

In the late 90s, the library entered into an agreement with the Wydawnictwo Dolnośląskie (the well-know publishing house). The two institutions initiated a cycle of book promotions, and the first series to be promoted was "A to Polska właśnie" (And this is Poland). very popular among readers. Naturally, book authors and editors are usually among the attendees during these functions. Promotions that followed included the book, "Karol Wojtyła"(very good attendance) and "Wrocław: przewodnik historyczny" by Teresa Kulak (Wrocław a historical guide), which drew attention of many professional tourist guides. The series, "Leksykon literatury polskiej dla uczniów i nauczycieli" (Lexicon of Polish literature for students and teachers), as well as "Język Polski" (Polish language), brought in students of the Wrocław University and the university staff. These promotions provide the library with a small benefit, namely, additional purchases of promoted books at a discount, or received in the form of gifts from the publishing house.

In the year 2000, as part of the library network restructuring, Wrocław City Public Library was founded. A Department of Promotions was created, headed by Mirosława Korbut - a person responsible for implementation of the majority of promotional activities. Wrocław libraries, along with other institutions, joined in with their contribution to promotional activities regarding EXPO 2010. No 57 Branch, as one of the first to proceed in this direction, put together an exhibition about the history of EXPO, in the context of City of Wrocław's plans and prospects in this matter. The material for the exhibition, in large part, was supplied by EXPO department of the City of Wrocław. The material included pictures, informative posters, as well as a mock-up of the Żerniki quarter (place where EXPO pavilions are to be constructed). The Mayor of Wrocław, Mr. Bogdan Zdrojewski, headed the exhibition s opening ceremony.

Picture 1. EXPO exhibition 2010.
The city mayor, Mr. Bogdan Zdrojewski, Head of Promotions, Ms. Mirosława Korbut and Director of the City Public Library, Mr. Andrzej Ociepa.

In the recent years, at the Szewska St. library, one of the most actively promoted sections was the tourist section. There were six expositions regarding culture, history, tourism of some European countries:

• History and culture of France July 2000,
• Bulgaria history, culture, tourism September 2000,
• Germany main tourist attractions October 2000,
• Austria main tourist attractions March 2001,
• Italy tourism and cuisine May 2001.

Picture 2. Opening of the Bulgaria exhibition.

Picture 3. Italy tourism and cuisine.

Picture 4. Same as above.

Every exhibition boasted its rich artistic profile. The library supplied material (pictures, data) referring to a particular country, however, co-operating institutions (embassies, consulates, Odra Tourist Agency), contributed greatly as well. French exhibition was aided greatly by the staff of Alliance Francais. They provided leaflets, flyers and French language literature. The Bulgarian exhibition was graced by the presence of two beautiful icons (lent by Bulgarian honorary consul, Mr. Jan Chorostkowski), and pieces manufactured by Bulgarian artisans. A performance of the folk dance group added to ambience. An inaugural evening included short exposes made by invited guests about presented countries. The Austrian evening saw the appearance of Mr. Wojciech Dzieduszycki, whose lively and witty speech addressed his sojourn in Austria. Dr.Maurizio Mazzini spearheaded the Italian evening; Włoski Instytut Kultury in Cracow (Italian Cultural Institute in Cracow), Zakład Italianistyki (Department of Italian Language) and its student circle from the Wroclaw University (Studenckie Koło Italianistów Uniwersytetu Wrocławskiego) aided in the organisation of this exposition. A repast of regional dishes from represented countries was served.

The institutions assisting with the organisation of the exhibition provided interesting details and advertising materials regarding countries they represented. Much of that material was later incorporated into the library contents (tourist section). The attendees were handed various informative leaflets and flyers. The event (its time and location) was well advertised by local media and press.

Advertising is the force to be reckoned with nowadays, therefore, it is difficult to imagine any institution whose business plan would ignore its importance. Statistics regarding readership in Poland show that very many people either do not have the need for reading, or do not have the know-how required for using the library services. Therefore, all promotional activity of the No 57 Public Library is at the same time the information and an invitation to the library. This particular branch, with its very interesting and attractive content (books, albums, newspapers, reference), is more than well equipped to satisfy its users needs for information or entertainment. The library's full promotional potential may have not been reached yet, however, its staff and management is well aware of the financial and technical benefits of implementation and usage of available promotional tools.

Translated by Dorota Jaglarz