PURPOSE – Libraries are subscribing to many expensive information products/services available
through information aggregator/provider services. It is a concern for them, as well as these services, to
get users (also referred to as consumers) to fully exploit the products/services, and especially new and
innovative additions and features. This paper aims to address this issue.
DESIGN/METHODOLOGY/APPROACH – The paper is written against the background of research from
information behaviour as well as a touch from marketing as reported in the library and information
science (LIS) literature.
FINDINGS – The paper reveals that to improve the use of information products/services, and
especially new products/services and features, libraries, especially academic libraries, as well as
information aggregator/provider services, need to address consumers on various levels. In the case of
academic libraries, the librarians, faculty members, and students (under-graduate and post-graduate)
should be included. To appeal to the seriousness and entertainment facets of the lives of consumers, a
variety of targeted competitions and prizes can be used.
ORIGINALITY/VALUE – Although publications have appeared on using innovative methods such as
Web 2.0 and collaboration with students to market products/services, the authors are not aware of
articles focusing on competitions and prizes specifically addressed at the serious and entertainment
facets of the lives of consumers.