Michael Whang is currently the Head of Web and Internet Services, Western Michigan University Libraries. He has developed Web sites for Western Michigan University (WMU) Libraries, WMU Regional Digitization Center, WMU Friends of the University Libraries, WMU Web and Internet Services Department,

University of Hawaii's (UH) Thomas Hale Hamilton Library, UH Hamilton Library Digital Image Archives Collection, UH Gregg M. Sinclair Library, UH Desktop Network Services Department, Manoa Public Library, UH Library and Information Science WebTeam, Support Group for Information Architecture at the University of Hawaii, and the UH Department of Theatre and Dance.

What has been the biggest challenge for you while working in a library environment?

I think a lot of young, creative, forward-thinking librarians face a number of challenges working in today's library. In academia, I think the biggest issue that draws a lot of concern is copyright and protecting intellectual property. In an age where information transfer occurs almost instantaneously, I think policy development, awareness, and enforcement will continue to be a major challenge. Another issue of growing concern is digital archiving. It's expensive and the longevity of today's archival media, with the exception of microfilm, is largely unknown. So, the burning question yet to be answered in the digital arena is who will have access and how will that access be determined within the next decade.

What are some short- and long-term return on investments for libraries?

That all depends on library goals and objectives and how a library measures its success. A good example is publishing an e-mail newsletter that pushes targeted content to specific target user groups. Let say you ask 10 people to sign up for the newsletter and only two people actually do so. You have a conversion rate of 20% (2 ÷ 10 = .20 x 100 = 20%).

All though there are only two subscribers, they may tell their friends about the newsletter, resulting potentially in an increasing total number of subscribers over time. The return on investment is your conversion rate or loyalty—how many occassional users you can convert to become habitual users of the library.

Return on investment does not necessarily have to equate to a physical dollar amount to determine when an investment will pay for itself. Return on investment can be calculated in a number of creative ways.

You mention how libraries create value and in doing so satisfy both patron goals and goals of the library. What does a library need to do to shift its current way of thinking to a more value-oriented mind set?

First, I think a library has to have a kind of culture within itself that naturally breeds creativity and collaboration. I think if library staff, from top to bottom, are competent and confident in what they do, and they believe in their work—take pride in it—then the library as a whole tends to break out of traditional modes of thinking. I think success for any library hinges on developing and maintaining a shared central vision of itself, so that everything the library does, from reference service to document delivery, adds value to existing library services and resources.

I also think setting small measurable goals and objectives that clearly show returns on investment is a very good way to start. A good example is the e-newsletter subscription model that I just mentioned.

If you take a look at a handful of successful libraries today—libraries that have a healthy and confident staff contributing enormously to the field of librarianship —I think you'll find that their success hinges upon creativity, respect, passion for their work, and enthusiastic support by administration.

From personal experience, I think libraries that do not build a roadmap to success really don't know where they're going or how they'll get there. They end up spinning their wheels and never leave the tarmac flying.

Michael Whang received a Master's in Library and Information Science from the University of Hawaii at Manoa Library and Information Science Program. He can be reached at michael.whang@wmich.edu

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