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Objective. The article covers different forms of communication between library staff and its users including reading promotion. It is rather effective for libraries to communicate with the target audience. Nowadays libraries need to communicate with customers and academic libraries are not in the exception list. Academic library staff need to communicate and build strong relations with students, professors and staff of university. Target audience may be informed about the library, support of users or different events that take place in library space. Methods. Based on the analysis of scientific research, a list of potential communication channels has been identified. Library messages and reading promotion campaigns were also analyzed. Results. Part of library communication should be devoted to book reading promotion and reading programs. Library staff need to get acquainted with programming and marketing, because without this knowledge it is hard to fulfill main activity. Marketing is everywhere today, even in academic library activity. The article describes the main elements of communication between the academic library and the user: messages, channels, target audience and gives examples of information and advertising campaigns conducted by different libraries. Conclusions. Reading promotion programs maybe part of common library communication. Modern libraries start to communicate with their users, promote reading books and educate readers. It can be done with a budget on promotion and without it., Objective. Стаття висвітлює різні форми спілкування між співробітниками бібліотеки та її користувачами, включаючи просування читання. Для бібліотек досить ефективно спілкуватися з цільовою аудиторією. В даний час бібліотекам необхідно спілкуватися з клієнтами, і академічні бібліотеки не є винятком. Співробітникам академічної бібліотеки необхідно вести діалог і будувати міцні відносини зі студентами, викладачами та співробітниками університету. Цільова аудиторія може бути проінформована про бібліотеку, підтримку нею користувачів або різні події, що відбуваються в бібліотечному просторі. Methods. На основі проведеного аналізу наукових досліджень визначено список потенційних каналів комунікацій. Також було проаналізовано повідомлення бібліотек та кампанії промоції читання. Results. Частина бібліотечної комунікації повинна бути присвячена популяризації читання книг і програм читання. Співробітникам бібліотеки необхідно ознайомитися з програмуванням і маркетингом, тому що без цих знань складно виконувати основну діяльність. Маркетинг сьогодні присутній скрізь, навіть в роботі академічній бібліотеки. У статті описані основні елементи комунікації академічної бібліотеки і користувача: повідомлення, канали, цільова аудиторія та наведені приклади інформаційних та рекламних кампаній, що проводяться різними бібліотеками. Conclusions. Заохочувальні читання можуть бути частиною загального бібліотечного спілкування. Сучасні бібліотеки починають спілкуватися зі своїми користувачами, заохочують їх до читання. Це можна зробити з бюджетом на просування і без нього.

Objective.The article covers different forms of communication between library staff and its users including reading promotion. It is rather effective for libraries to communicate with the target audience. Nowadays libraries need to communicate with customers and academic libraries are not in the exception list. Academic library staff need to communicate and build strong relations with students, professors and staff of university. Target audience may be informed about the library, support of users or different events that take place in library space.Methods.Based on the analysis of scientific research, a list of potential communication channels has been identified. Library messages and reading promotion campaigns were also analyzed.Results.Part of library communication should be devoted to book reading promotion and reading programs. Library staff need to get acquainted with programming and marketing, because without this knowledge it is hard to fulfill main activity. Marketing is everywhere today, even in academic library activity. The article describes the main elements of communication between the academic library and the user: messages, channels, target audience and gives examples of information and advertising campaigns conducted by different libraries.Conclusions.Reading promotion programs maybe part of common library communication. Modern libraries start to communicate with their users, promote reading books andeducate readers. It can be done with a budget on promotion and without it.

Resumen Los catálogos de venta de libros son una fuente principal en la historia del comerciodel libro. Su razón publicitaria permiteacercarsea los ritmos del mercado del libro, y orienta sobrelas modalidades y estrategias usadas por los libreros para alcanzar sus clientelas. La condición efímera de estos materiales ha impedido, sin embargo, documentarsu impacto en la vida comercial urbana oincluso determinar la frecuencia de su uso por parte de los libreros. Sobre una base de datos que registra más de 500catálogospublicados para el espacio cultural argentino entre1850 y 1920, este artículo identifica yanalizalos momentos de auge de estas producciones, releva sus orígenes yemisores, y señala algunas de sus transformacionesen el tiempo. Elestudio enfatiza así la necesidad de reconocer al catálogo de librería como un material primario en la consolidación de una cultura impresa en la Argentina. Abstract Book sale catalogues are the main source in the history of the book trade. Its advertising nature allows us to approach the rhythms of the book market, and guides on the strategies used by booksellers to reach their customers. The ephemeral nature of these materials has prevented, however, to know their impact on commercial life or even determine the frequency of their use by booksellers. Based on a database that registers more than 500 catalogues published for the Argentine cultural space between 1850 and 1920, this article analyzes the rise of these materials, reveals their origins and producers, and highlights some of their transformations in along time. The study thus emphasizes the need to recognize bookshop’s sales catalogues as a leading material in the consolidation of a printed culture in Argentina.

Cilj je radnje istražiti knjižarsku promidžbu kroz oglašavanje u novinama koje su u drugoj polovici 19. stoljeća tiskane u Osijeku. Oglašavanje je u novinama i časopisima od njihova nastanka krajem 18. i intenzivnog razvoja u 19. stoljeću bilo jedan od načina knjižarske promocije. Knjižari i izdavači oglašavali su knjige preko novinskih oglasa koristeći promotivnu mogućnost zasnovanu na činjenici da su novine postale svakodnevni i sveprisutni medij širenja informacija. Iz njih se može iščitati položaj knjige u odnosu na druge aspekte kulture i društva, pristup promociji i naposljetku značaj knjiške promidžbe.Kako bi se istražilo koliko su i kako knjižarski oglasi zastupljeni te kako se hrvatska knjiga kroz njih promovirala i dolazila do čitatelja, analizirane su dnevne i mjesečne novine „Esseker allgemeine illustrierte Zeitung” iz 1869. godine, „Die Drau” iz razdoblja od 1868. do 1877. te „Branislav” iz 1878. godine. Od 11 naslova koji u drugoj polovici 19. stoljeća izlaze u Osijeku, ovi su odabrani mahom iz sadržajnih razloga, budući da se radi o prvim ilustriranim novinama („Esseker allgemeine illustrierte Zeitung”), čime se željelo ispitati utjecaj pojave ilustriranog tiska, kao i o prvim osječkim novinama na hrvatskom jeziku („Branislav”), čime se željelo utvrditi utjecaj pojave novina na hrvatskom jeziku kao mogućeg sredstva za širenje i promociju hrvatske knjige, te o novinama koje su uspostavile kontinuitet izlaženja te time imale i stalnu čitateljsku publiku („Die Drau”). Odabrani naslovi analizirani su iščitavanjem i bilježenjem oglasa te njihovom sadržajnom analizom. Dan je i kratak pregled knjižarske i izdavačke situacije u Hrvatskoj i u Osijeku u to vrijeme te pregled pojave novina u Osijeku uz kratak opis naslova odabranih za istraživanje kako bi se ponudio uvid u kontekst unutar kojega se pojavljuju knjižarski oglasi.Utvrđeno je da se pojavom novina pojavljuju i knjižarski oglasi, u početku tek povremeno, dok razvojem i širenjem novina i oglasi postaju sve češći. Knjižarski se oglasi u većini slučajeva ne nalaze u rubrikama predviđenima za oglašavanje, već se javljaju unutar rubrika poput kulture, obavijesti, novosti iz gradske svakodnevice i sl.; vizualno nisu uočljivi te su namijenjeni već postojećoj čitateljskoj publici, osobito u njemačkim novinama. Mogu se podijeliti na oglase o knjigama izdanima izvan Osijeka i Hrvatske, oglase za knjige dostupne u osječkim knjižarama, oglase za novine i časopise te tiskarske oglase. Tek je manji broj knjižarskih oglasa u pravom smislu koji se nalaze u rubrici oglašavanja te donose podatke kao što su naslov i autor knjige, sadržaj,cijena, izdavač i ime knjižara.Ovim se radom željelo dati uvid u početke razvoja novinskog tiska te u način na koji je novinski medij poslužio za promociju knjige i knjižarsko oglašavanje. Analizirano razdoblje donosi podatke koji daju početni uvid u navedenu problematiku te je nadalje potrebno produbiti dobivene spoznaje istraživanjem prijelaznog razdoblja iz 19. u 20. stoljeće, kada novine postaju daleko rašireniji medij, a knjižna proizvodnja znatnija, pa se pretpostavlja da s time u skladu djeluje i knjižarska promidžba. Radu je priložena i bibliografija oglasa u navedenim novinskim naslovima., The paper investigates the promotion of books through advertising in the newspapers published in Osijek in the second half of the 19th century. From late 18th century and in the course of the 19th century’s intense developments in the publishing of newspapers and journals, advertising in this medium was one of the ways to promote books. Booksellers and publishers advertised books in newspaper ads, relying on the fact that newspapers had become a common and omnipresent medium for disseminating information. Book advertisements were evidence of the position of books in relation to other aspects of culture and society, of the approach to their promotion and, finally, of the importance of book promotion. In order to investigate how and how much book ads were present, and how Croatian books were promoted and reached the readership, the paper analyses daily and monthly publications, such as Esseker allgemeine illustrierte Zeitung from 1869, Die Drau from 1968 to 1877, and Branislav from 1878. Among the eleven different papers published in the second half of the 19th century in Osijek, these were selected for their content, as they were the first illustrated newspapers (Esseker allgemeine illustrierte Zeitung). The investigation focused on the influence of the newly emerged illustrated press and on the influence of the newspapers published in Croatian language (Branislav), as a possible tool for spreading and promotion of Croatian books. Another focus was on the influence of continued publication and on the growth of a steady readership (Die Drau). The papers were analysed with the aim to locate book advertisements which were then subjected to content analysis. Also provided is a brief overview of the book production and publication in Croatia and in Osijek at the time, and an overview of the emergence of newspapers in Osijek with a brief account of the titles selected for study in order to gain an insight into the context in which book ads appeared. It was found that book advertising coincided with the emergence of newspapers, with ads at first appearing only occasionally, but later, with the development and spreading of newspapers, more frequently. Book ads were not, for the most part, included in the sections reserved for advertising but, rather, in the sections covering cultural matters, notices, daily news, etc. Visually, they were not prominent and were addressed at the existing readership, especially in the German newspapers. They may be divided into several categories: ads for books published outside Osijek and Croatia, ads for books available in Osijek’s bookshops, ads for newspapers and journals, and printers’ ads. Only a small number of book ads were printed in the ads section. Information included in the ads covered the title, author’s name, content, price, publisher and the name of the bookseller. Attached is a bibliography of advertisements in the above-listed newspapers. Keywords:books; book advertising; newspapers; advertisements; Osijek; printing; 19th century

Cilj je radnje istražiti knjižarsku promidžbu kroz oglašavanje u novinama koje su u drugoj polovici 19. stoljeća tiskane u Osijeku. Oglašavanje je u novinama i časopisima od njihova nastanka krajem 18. i intenzivnog razvoja u 19. stoljeću bilo jedan od načina knjižarske promocije. Knjižari i izdavači oglašavali su knjige preko novinskih oglasa koristeći promotivnu mogućnost zasnovanu na činjenici da su novine postale svakodnevni i sveprisutni medij širenja informacija. Iz njih se može iščitati položaj knjige u odnosu na druge aspekte kulture i društva, pristup promociji i naposljetku značaj knjiške promidžbe.Kako bi se istražilo koliko su i kako knjižarski oglasi zastupljeni te kako se hrvatska knjiga kroz njih promovirala i dolazila do čitatelja, analizirane su dnevne i mjesečne novine „Esseker allgemeine illustrierte Zeitung” iz 1869. godine, „Die Drau” iz razdoblja od 1868. do 1877. te „Branislav” iz 1878. godine. Od 11 naslova koji u drugoj polovici 19. stoljeća izlaze u Osijeku, ovi su odabrani mahom iz sadržajnih razloga, budući da se radi o prvim ilustriranim novinama („Esseker allgemeine illustrierte Zeitung”), čime se željelo ispitati utjecaj pojave ilustriranog tiska, kao i o prvim osječkim novinama na hrvatskom jeziku („Branislav”), čime se željelo utvrditi utjecaj pojave novina na hrvatskom jeziku kao mogućeg sredstva za širenje i promociju hrvatske knjige, te o novinama koje su uspostavile kontinuitet izlaženja te time imale i stalnu čitateljsku publiku („Die Drau”). Odabrani naslovi analizirani su iščitavanjem i bilježenjem oglasa te njihovom sadržajnom analizom. Dan je i kratak pregled knjižarske i izdavačke situacije u Hrvatskoj i u Osijeku u to vrijeme te pregled pojave novina u Osijeku uz kratak opis naslova odabranih za istraživanje kako bi se ponudio uvid u kontekst unutar kojega se pojavljuju knjižarski oglasi.Utvrđeno je da se pojavom novina pojavljuju i knjižarski oglasi, u početku tek povremeno, dok razvojem i širenjem novina i oglasi postaju sve češći. Knjižarski se oglasi u većini slučajeva ne nalaze u rubrikama predviđenima za oglašavanje, već se javljaju unutar rubrika poput kulture, obavijesti, novosti iz gradske svakodnevice i sl.; vizualno nisu uočljivi te su namijenjeni već postojećoj čitateljskoj publici, osobito u njemačkim novinama. Mogu se podijeliti na oglase o knjigama izdanima izvan Osijeka i Hrvatske, oglase za knjige dostupne u osječkim knjižarama, oglase za novine i časopise te tiskarske oglase. Tek je manji broj knjižarskih oglasa u pravom smislu koji se nalaze u rubrici oglašavanja te donose podatke kao što su naslov i autor knjige, sadržaj,cijena, izdavač i ime knjižara.Ovim se radom željelo dati uvid u početke razvoja novinskog tiska te u način na koji je novinski medij poslužio za promociju knjige i knjižarsko oglašavanje. Analizirano razdoblje donosi podatke koji daju početni uvid u navedenu problematiku te je nadalje potrebno produbiti dobivene spoznaje istraživanjem prijelaznog razdoblja iz 19. u 20. stoljeće, kada novine postaju daleko rašireniji medij, a knjižna proizvodnja znatnija, pa se pretpostavlja da s time u skladu djeluje i knjižarska promidžba. Radu je priložena i bibliografija oglasa u navedenim novinskim naslovima. The paper investigates the promotion of books through advertising in the newspapers published in Osijek in the second half of the 19th century. From late 18th century and in the course of the 19th century’s intense developments in the publishing of newspapers and journals, advertising in this medium was one of the ways to promote books. Booksellers and publishers advertised books in newspaper ads, relying on the fact that newspapers had become a common and omnipresent medium for disseminating information. Book advertisements were evidence of the position of books in relation to other aspects of culture and society, of the approach to their promotion and, finally, of the importance of book promotion. In order to investigate how and how much book ads were present, and how Croatian books were promoted and reached the readership, the paper analyses daily and monthly publications, such as Esseker allgemeine illustrierte Zeitung from 1869, Die Drau from 1968 to 1877, and Branislav from 1878. Among the eleven different papers published in the second half of the 19th century in Osijek, these were selected for their content, as they were the first illustrated newspapers (Esseker allgemeine illustrierte Zeitung). The investigation focused on the influence of the newly emerged illustrated press and on the influence of the newspapers published in Croatian language (Branislav), as a possible tool for spreading and promotion of Croatian books. Another focus was on the influence of continued publication and on the growth of a steady readership (Die Drau). The papers were analysed with the aim to locate book advertisements which were then subjected to content analysis. Also provided is a brief overview of the book production and publication in Croatia and in Osijek at the time, and an overview of the emergence of newspapers in Osijek with a brief account of the titles selected for study in order to gain an insight into the context in which book ads appeared. It was found that book advertising coincided with the emergence of newspapers, with ads at first appearing only occasionally, but later, with the development and spreading of newspapers, more frequently. Book ads were not, for the most part, included in the sections reserved for advertising but, rather, in the sections covering cultural matters, notices, daily news, etc. Visually, they were not prominent and were addressed at the existing readership, especially in the German newspapers. They may be divided into several categories: ads for books published outside Osijek and Croatia, ads for books available in Osijek’s bookshops, ads for newspapers and journals, and printers’ ads. Only a small number of book ads were printed in the ads section. Information included in the ads covered the title, author’s name, content, price, publisher and the name of the bookseller. Attached is a bibliography of advertisements in the above-listed newspapers. Keywords:books; book advertising; newspapers; advertisements; Osijek; printing; 19th century