Netflix-inspired Pilot Program for Borrowing in California Library Languishes
By Michael Kelley Nov 22, 2010A novel, Netflix-style circulation model introduced at a Bay Area library one year ago has not yet gained significant traction.
The Hayward Public Library introduced its "Fines Free" Library Loan Program in November 2009 as a way to alleviate the burden of unresolved fines that was prohibiting about 20 percent of the library's 100,000 cardholders from borrowing material.
"We never intended for it to be a profit generator but to bring lapsed users back to the library," Sean Reinhardt, the library's director, told LJ.
Program has not met expectations
An alternative to the standard circulation plan, the three-tier subscription plan allows users to pay a monthly, automated fee in exchange for taking out items on an "endless loan." For $2.99, three items can be borrowed; for $4.99, five items; for $8.99, ten items.
As with NetFlix, no additional items can be borrowed until a checked-out item is returned. The plan does not offer mail delivery or postage-free returns, as Netflix and some libraries in New Jersey do.
"Those who participate love the program," Reinhardt said. However, only a handful of patrons have signed up so far.
"It hasn't quite met my expectations," Reinhardt said. "Adoption is slower than I would like it to be, because I think this is ahead of the curve." He did not fault the model so much as the library not having enough time or staff to push the idea out into the community and sell it.
Economy may play a role
Reinhardt also cited economic hard times as a possible reason for the program's weak uptake. "In this environment, taking on another subscription, it's challenging for people to make that jump," he said.
The program's ultimate impact on library operations and finances will have to await a statistically significant number of participants, which Reinhardt still believes will be achieved, perhaps once the economy takes a turn for the better.
"This is a big change for a public library," he said.
When the program was introduced, officials from the California State Library wrote a letter to Reinhardt saying the plan "is consistent with current California library laws regarding public libraries and the provisions of the California Library Services Act regarding equal access."
The city's willingness to adopt the automated, online recurring payments was a big step in the right direction, Reinhardt said. "From a staff perspective, we don't have to spend time managing this."
The library pays an e-commerce vendor, First Data Global Gateway, a service fee of about 35 cents for each subscription transaction, a cost more than made up for by the fees the library charges patrons.
