GeoLib's database will help public librarians access valuable information about their communities Who lives in the community I serve? Public librarians continually ask this as they develop collections, programs, and services for their users. Suddenly, with the Public Library Geographic Database (PLGDB) that question has gotten a whole lot easier to answer. PLGDB is a map of all of America's public libraries connected to a database full of information about their communities and about library usage. The PLGDB pulls together important public library data previously dispersed in several print and online sources and makes it freely available through the Internet (www.geolib.org/PLGDB.cfm). The goal is to make the PLGDB the major demographic resource for public library decision-makers. Now in its second year of development by the GeoLib Program at Florida State University (FSU), Tallahassee, and FSU's School of Information Studies' Information Institute, the project is funded by the Institute of Museum and Library Services.

No need to learn GIS

Only a few major library systems are using geographic information system (GIS) software - a technology that can collect and manipulate data and then present that data on customized maps. Many local governments use GIS for planning facility distribution, police and fire department stations, emergency routing, and much more. But local planners often do not view the library as an equivalent or critical public service. Thus, most librarians get neither resources nor the time to learn it. The PLGDB uses cutting-edge Internet-based mapping software for which GIS still provides the structure and capabilities. It is designed to place the robust query capability of GIS, and access to the rich data, easily in the hands of librarians.

Key data made easier

The PLGDB links key public library data sets to a national digital base map of over 16,000 public library locations. The major data sets include the U.S. Census data that are most relevant to public library use (age, education, income, and language spoken) and public library use data. Other information includes important geographic boundaries such as county and state lines, rivers and roads, and other features. The first key dataset - annual library use data linked to a library or a system's central facility - is collected by the Federal State Cooperative System of the National Center for Education Statistics, Department of Education. These data include information on usage, staffing, and funding. For library systems the data are available only at the system level, aggregated. The second key dataset is from the 2000 Census. Usage data is not available on the branch level, but demographics are. U.S. Census information is provided at the block group level (about 1000 people). Block groups form census tracts (about 4000 to 8000 people), which in turn make up counties. Users must create a geographic area of service for the branch to which the U.S. Census data is exported and can then develop profiles of the specific community.

Customer research: the basics

We know from library research, and common sense, that several demographics gathered by the Census matter to libraries. Libraries seek age-related information to segment markets and respond with services that range from large-print collections for seniors to preschool programs for young children. Language spoken is emerging as a more important dataset than race/ethnicity; it can be used to identify language minorities and shape collection development, marketing and public relation efforts, and more. Income and education levels have always been the most sought-after data. They can be used to assess such issues as familiarity with libraries, transportation options, and highly competitive data like leisure time. With the PLGDB, one simple interface accesses this information. Many more granular categories of census data (households with public assistance, for example) can be overlaid in myriad ways.

Find your potential

The PLGDB is designed to go well beyond the standard statistics. In business, patrons are called actual and potential customers. In libraries, we usually refer to users and nonusers - although "potential" is more optimistic. Consider the PLGDB as a marketing research tool: powerful customer information about real people in real communities that can help identify service gaps. America's shifting demographics create burgeoning and untapped library markets nationwide. Librarians can pair their local experience with this community-level data to understand and meet the information needs of changing populations better. Successful retailers do this continually, and as similarly customer-based and "travel-to" organizations we can now employ the same customer data-mining techniques, creating new markets for libraries by discovering the complex and niche markets our communities hold.

Explore scenarios

The PLGDB provides the ability to ask "What if?" questions, create maps that visualize the answer, and export data for use with local datasets. The query tool is based upon the dynamic structure of the database. A librarian can quickly identify the library's location, set a radius around it of up to 15 miles, and then estimate a variety of specific data. Colorful legends communicate the numbers while maps visually depict levels in gradations of color. The database can also help analyze trend data. It holds only U.S. Census 2000 information, but it can be exported into desktop spreadsheets and used in conjunction with 1990 Census data and local-level library use data. Together, this material can answer questions such as, "Is the library meeting the demands of increased populations of Hispanics as identified in Census 2000 and compared with 1990?" Librarians can now look at the impact of changes in services, from shifting hours to the closing of a branch. How will a branch closing affect the teens who live within a set distance of the branch? This can all improve planning. Thinking of establishing a new branch? The PLGDB provides information about what local markets can expect, impact on special populations such as children and the elderly, and how the new location interacts with transportation. Consider the fictitious Smith County Library, which is exploring building a new West Side Branch. The library has garnered support for the project, largely to address a growing school-age population. Through the PLGDB, it can be determined that 2000 of those children live within a mile of the library's proposed location - that's over half of the school-age children in town. Combine that with usage data, and it comes to light that over 80 percent of these children are registered users of the main library. Looking good - until a picture of the estimated service area of the West Side Branch identifies a railroad track and highway within a quarter-mile of the branch. Together, these are likely to prevent over 1200 elementary school children from walking to the library.

A competitive edge

Today competitors extend from the virtual (Amazon and Google) to the brick and mortar (the corner video store, the neighborhood Internet café) to other local agencies. Public libraries in the United States garner over 80 percent of their funds from local coffers - funding they compete for with parks, schools, police and fire departments, museums, and more. The public library, like other agencies (many that use GIS for planning), must identify return on investment. The PLGDB can identify segments of your community and when matched with usage data can illustrate how well these segments are served. And, the information needn't be a data table. The data can be represented in many formats that allow funders to grasp quickly library impact. The PLGDB offers librarians on the front lines graphical weapons for budget battles, site and location conflicts, and general reporting.

For broad application

While created for community librarians, the PLGDB will be useful for both a range of library decision-makers and the general public. State libraries, for example, can use the PLGDB to profile the communities within the state that receive federal Library Services and Technology Act funds, better assessing the impact of these funds on special populations. The PLGDB is a reference tool for national geographic data, valuable in nearly all institutions. The public can work with the data to help make many decisions, from assessing small-business opportunities to siting homeless shelters. Vendors in the library market can get vital organization- and customer-level data to aid product development. User feedback is vital This database is new, with glitches to work out, but the possibilities are infinite. We plan to create customized tutorials and develop additional online training. In the future we will include new datasets, such as updates to the current locations. User feedback is vital to this project. Look up your library, see if it is on the right street and corner. Let us know about the product's usability, what "bugs" you find, and future enhancements you would like - in content and functionality. Librarians are our customers, and we need to hear from you. Most importantly, start using the PLGDB - make your library's service area your opening screen and start mining your data. The demographics conundrum is about to be solved.

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Christie Koontz (ckoontz@admin.fsu.edu) is Director, GeoLib Program, Florida State University, Tallahassee, and Dean Jue (DJue@admin.fsu.edu) is GeoLib's Associate Director