This study explores the marketing practices used by the emerging American public library system from its inception in 1876 to 1930. This period fits the Era of Institutional Development, when most modern marketing practices were believed to have appeared. The results show that libraries adopted contemporary business practices and developed marketing strategies to identify and target specific market segments through the development of unique products. This can be seen as an example of the “complex flux” model, in which change in marketing practice is linked to past phenomena. Libraries developed complex marketing and promotional strategies using a mix of media to reach their targeted market segments.
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