ACADEMIC LIBRARIES: A SUPPORT SYSTEM FOR EDUCATION: Man is the only known creature which is not satisfied by fulfilling

its basic needs of food, shelter and water. He always tries to know better about his surroundings so that he can live a better life and can also make others life better. In this never ending process he has been engaged in learning and contributing in the knowledge source since his origin. In fact, learning is essential if man has to continue to prosper economically, combat social exclusion and enhance peoples quality of life. Learning is a life long process. Learning enhances the quality of life, personal growth and creating. This habit contributes to education, social, economic and cultural development. To obtain development there is the need of gaining knowledge. Information is the raw material of knowledge. Before being converted into knowledge information is processed well. The processed information form knowledge, which is disseminated by the social institutions called educational institutions for the betterment of the society. In other words, educational institutes are the social facilities, which are established to generate, process and use the knowledge for the betterment of mankind. Since the ancient times, educational institutes or academies are engaged in the contribution of knowledge.

On the other hand, Libraries and other similar types of institutions collect, stock, process, organize, disseminate and distribute

information/knowledge recorded in various types of documents. Libraries are the social institution which collect the information, process it and make it available to the society for human benefaction , i.e. for better social order, economic order, political order and for all that is essential for the prosperity and happiness of men and society. Since the ancient times, libraries have been functioning as lighthouses for those who wanted to read. In ancient India, Panchala, Kuru, Videha, Matrya, Taxila and Nalanda etc. were great libraries. Library plays an important role in supporting and research activities of society, promoting culture , disseminating information, catering to spiritual and ideological instincts in men and building up a value system for him and providing recreation. Libraries are direct incentive to the development of educational, social and cultural activities. They contribute a lot to the awakening of public interest in day to day affairs by facilitating mutual exchange of knowledge among different sections of people.

For convenience of Study, Libraries can be divided in three broad groups, as per their services, users and document collection :(A) Academic (B) Public(C) Special

The scope of present research is limited to academic libraries. Libraries which are attached with the educational institutions which are engaged in providing education form a special type of social institution called Academic Libraries. Academic libraries are part of educational institutes which are established to fulfill the information requirement of their academic community, i.e. its students, scholars and teachers of parental educational institutes. In simple terms, academic library can be defined as a type of library which works in the collaboration of educational institute by which it is attached. Academic libraries are established to support their educational institutions. They support learning, teaching , research and other educational functions appropriate to their parent institutions.

Integrative Process of Libraries and Education: In todays age it is necessary to ensure integration of the library services into educational activity of the institutions. The basic work of integration of library services to teaching and learning programme can be achieved by following activities :(1) By giving relative importance to different form of information sources such as books, periodicals., thesis, research reports, standard patents, specifications, statistics etc.. In this way , people will be motivated to use information. (2) Development of several repackaged and information consolidation products for use by academies and in their consultation work and services. Like as other consumer products there is the need of today to consider on the packaging and form of information products so that they can be best used by the scholars, students and the teachers. (3) The incorporation of information unit into R&D work , production, market and customization products. These efforts towards customer-based services by using the information resources of library are very crucial for library support service to an academy. Customer based services are needed because every user of

information has its own information need in a specific form. So, information has to be given in a specific form. Some questions arise when we talk about teaching and learning like as: Do the students learn how to explore ideas? How to move around an issue? Are the students able to think how to debate? Do our students at all know about these skills. Do we teach students how to write, how to think and how to study? In fact, the motto of gaining and giving education is to develop this type of skills so that the scholars of future can direct the nation to a well developed and civilized society. Here libraries play a vital role. Research and Development activities are essential component of any educational system. Libraries and the information centers of the institute must provide the inherent support to Research and Development activities by providing relevant information. Importance of Academic Libraries: Libraries play a significant role in the progress of academic institutions. Academic libraries attempt to provide information services to individuals that encourage cultivation of curiosity, intellectual energy, intuitive thinking and lifelong learning. Some of the areas in which academic libraries play a major role in helping the society are :-

(a) Academic libraries enhance the image of an academy as a center for excellence specially in respect of information resources. If the library has good collection of information resources, the image of academic library as well as its parent institute will be good. It is a key component specially in the modern age where there is the need of marketing the library and information products. The library which is able to create attraction towards it will be in better position.

(b) Academic libraries improves the quality of education at every level, specially concerning teaching and learning as it will be affected by information resources. It is true that for learning and teaching information resources are needed. If the available information resources are good enough, by the proper utilization of these resources the quality of learning and teaching can be improved. Academic libraries collect, process and utilize these information resources. In this process, the information is repackaged and made available on demand or in the anticipation of demand. In this way, the quality of learning and teaching is improved.

(c) Academic libraries increase the research output by faculty and research scholars through effective provision of information resources and support services. If the library of academy provides good information resources and effective library services to its research scholars , it can be ensured that the research output will be of better quality. The better research output can be utilized in a better way for the betterment of the society. In this way, academic library helps in increasing the level of living of society.

(d) Academic libraries develop the role of information resources as an economic investment for obtaining funds from Academies and their infrastructures. As other social facilities, there is a need of continuous flow of funds on libraries and its infrastructures. The society spend a lot of money in maintaining library facilities. It can be understood by one example. In each type of business activity, money is invested so that some profit can be achieved. In investing money on libraries and their information resources also there is the intention of gaining profit but the profit gained by the libraries and other similar types of institutes is not in terms of money but in sense of betterment of Society. It is the reason

that continuous inflow of funds is made available to spend on various information resources, staff and infrastructure of libraries. Academic libraries make available the information resources to the needy. The information users use the information resources effectively. The use of information may generate new information and can contribute in the betterment of the society. In this sense the money spent on information resources can be justified that the money spent by the public is being spent on public. So, it is considerable that spending on information resources is an economic investment.

(e) Academic libraries increases the value of information and helps in its maximum use through support services. In fact, information has no use of it if it is not utilized properly and in an efficient way. If information is utilized properly , the standard of living of the citizens can be improved, In todays age, information is considered a valuable resources. The person society or nation which has better access to information, is the more powerful, socially, economically or politically. In this situation, like as other resources there is the need of using information properly in the effective and efficient way. Academic libraries are the support institutions of the society which help to society

by maximum use of information, and utilization of this information in the betterment of mankind. By this process ,the value of information is increased and the awareness about the effective use of information is also increased. Various support services are provided by academic libraries to help users so that they can better access the information they need in the most suitable form at the appropriate time. In this way, academic libraries follow the principle, right information to the right reader at the right time. The given support services of academic libraries may be in a broad range of information services like as indexing, abstracting , photocopying, translation, inter-library loan , reference etc.

(f) Academic libraries increase the quantum of information available for students and others. Education is the process by which man understands about the various facts about his surroundings. To grasp these facts and to utilize them in the betterment of society is compulsory. This process may be incomplete if the available information is not sufficient. To understand better about any phenomena there is the need of collecting information on each aspect of that particular phenomena. In this condition, only it is

possible to think and understand each and every aspect associated with that particular phenomena. Books or other information resources can be purchased directly by users but in the modern age there is the tendency of rising prices of information resources. In this situation, it is not possible for anyone to purchase individually each and every text book available in the market written by various authors on the same subject. Academic libraries purchase the information resources from the users side and made available the same on demand or in the anticipation of demand. By this way, user get a lot or resources on his specific area of interest without actually spending money on its purchasing. Thus academic libraries make available various information resources and increases the quantum of information available. (g) Academic libraries protect and promote Academies interest with respect to external policies by developing its ability to use information resources in support of its academic responsibilities. In fact, there is the need of keeping a view on various governments policies, research and development activities, activities of competitor and other matters which can affect any institution or person directly or indirectly. Academic libraries help in keeping a view on these matters. They keep a close watch on the matters which are of

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institutions interest and immediately report it to the concerned authorities. By this process, academic libraries maintain institutions interest properly. (h) Academic libraries provide database systems for supporting the faculty and students. (i) Academic libraries process information directly to workstation and resource utilization points. (j) Academic libraries develop single point access to the full range of information resources in the academies and their neighborhoods. (k) Academic libraries develop the means to assert that faculty and students have access to the technical information support needed to use information resources effectively. In fact, in modern age, a variety of information products is available. Their consultation is not easy, if these products are used personally. Academic libraries develop some type of mechanism so that use of these information resources can be fruitful and they can be used efficiently and effectively. Various type of technical support in the form of support services is provided in this direction. These services are given on demand as well as in the anticipation of demand.

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(l) Academic libraries increase the level of co-operation with other institutions, with respect to information resources. In todays age it is the reality that no person or institute can live without the exchange of co-operation. At the personal as well as the institutions level there is the need of cooperation with the other person or institute. Academic libraries help to their institutions in exchanging cooperation with other institutions and in building healthy relationship with them. This co-operation is in the form of inter-library loan indexing, abstracting , photocopying, translation , reference etc. (m) Academic libraries increase the effective use of expenditure in

acquiring , producing and using information resources. In the every activity of society there is the need of money. It is true for purchasing information resources also. In the modern age due to rising cost of information resources, their proper utilization is difficult. Libraries are the social institutions which act as friends. They purchase books for the society and make it available on demand. If each user purchase these books individually, there is a need of spending a lot of money. Second problem related to these information resources is the various forms of information resources which create problem in consulting

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them. Academic libraries acquire the information resources on behalf of society. They develop some mechanism by which their consultation is made easy and cheap. In this way ,academic library use the expenditure effectively and a lot of money is saved. (n) Academic libraries increase the level of cooperation in the use of information resources and help in the development of networking. In todays age , no institute can survive without cooperation. In modern time, a lot of literature is published in various subject fields in various languages. It is not possible for any institute even for the greatest library of the world to purchase each and every publication. In this situation, a new term Resource Sharing has been applied. By Resource Sharing ,a pool of institution is organized which are ready to exchange the cooperation. A list of participating members and their information collection is made. Whenever there is the need of any information resource which is not available in the local library where it is demanded, the information resource is asked from other member libraries. In this way a network is developed in which each member want to exchange cooperation. This process utilize the information resources fully and spread the feeling of brotherhood among various institutions.

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The academic library is both a service agency and a kind of academic department. It is an integral part of an academys teaching and learning process. The purpose of an academy is to help a student to learn selectively and train oneself in application of knowledge. It calls for competence for acquiring multi and interdisciplinary knowledge in various areas . Academic library service help a seeker to identify the topic for research and the procedure for understanding, the knowledge already known and duly documented. Functional Aspects of a Library in an Academy: A library in an academy is established to support the aims of its academic institution. The service given by a library covers the storage, retrieval and dissemination of information and ideas. Academic libraries collect and organize recorded information in accordance with the aims and needs of the institutions. The user community i.e. students, scholars and teachers use these resources for learning , teaching and research. Academic libraries gain their objectives by various activities. Some of them are as follows :a) Academic libraries identify user needs , some of their information needs may be expressed while some of them may be unexpressed. Academic libraries respond to user needs. Sometime due to change in the

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circumstances there may be any change in the information needs of the users. Academic libraries keep a view on their users information needs and if there is any change they identify it and try to provide best information resources in the appropriate form to fulfill the changed information needs of users. b) Academic libraries provide information media and services to support the activities of their parent institution. c) Academic libraries make their services simple to understand, easy to use and economical of users time as far as possible. In this way, users are motivated to use the information resources and services effectively. d) Academic libraries develop awareness and understanding of

information sources and the role of the libraries with institutions. e) Academic libraries provide well equipped study and reference facilities. f) Academic libraries coordinate the work of the libraries with that of the other institutes and develop formal links for the promotional services. g) Academic libraries promote the use of library resources by the neighborhood organizations and develop networking of library resources.

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h) Academic libraries maintain access to business and individual communities to the libraries and provide specialized services for them through library network services by recovering all costs . i) Academic libraries manage the personnel, financial and other resources of the library with efficiency.

By this discussion, we can say that academic libraries play an important role in support of education of individuals and groups. Unfortunately , our education system is currently under strain due to economic recession and cost-recovery concepts. Academic institutions are suffering from resource constraints. In this situation, Academic libraries will have to manage with explosive production of literature, price-wise , increasing number of users, cost etc. This calls for careful management of resources as well as resource sharing. This is the only way by which academic libraries can survive in fast changing environment.

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OBJECTIVE AND FUNCTIONS OF VARIOUS TYPES OF ACADEMIC LIBRARIES: Education is the process of learning. Since the origin of mankind , educational institutions have established. These educational institutes are different in nature, as per their students, scope of subject , their services and characteristics. As per the status of educational institutions by which libraries are attached, we can classify academic libraries in following three sub-groups:(1) School Library (2) College Library (3) University Library

(1) School Library :

In a dynamic approach to teaching, library is

an essential part of school. The teaching in the new setup can not be classroom centered but has to be child centered and library centered. The childs learning has to be self directed and he has to acquire reading skills and do reading activities through the agency of the school library.

Children need an environment of attractive books from the beginning and it is one of the duties of the school to provide this environment. If a childs early experiences with books are pleasant, a sound foundation is laid for their use in his future development. Once the child is taught to read and brought to love books he can explore.

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School library is a place where the use of documents as sources of information may be taught. School libraries provide material to inspire and develop extra-curricular activities in children. The main objective of a good education system is to equip individuals to be able to play their role in the society effectively. The school library helps in achieving this objective. The main aim of a good school library is to become a force for educational excellence. School libraries should be established at primary, middle and secondary level, whatever the level of school library, it has to do the following functions :a) School Library acquires, maintains , lends and keeps track of books and other documents relevant to the needs and interests of teachers and students. It tries to fulfill the information needs of teachers and students so that learning and teaching can be fruitful. b) School library generates curiosity and interest about the information resources available in the library. In this way, information is utilized well in the development of students and teachers. c) School library creates a value for books in the mind of a reader and cultivates learning and reading skills. d) It gives support to self learning activity and skills for life long learning.

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e) School library enables the teachers to use learning resources to support various programmes of the school.

Objectives of a School Library school library are as follows :-

Some of the objectives of a

(a) To acquire, process and make available documents to serve the information needs of the students and teachers effectively. (b) To provide user education to students so that they cam learn to use the information resources of the library (c) To create a habit of life long reading. (d) To give support to school activities.

In order to achieve above objectives, a modern school library should be considered a resource centre. Is should be made a centre of informal education and should be the hub of the activities in a school. Fransis Baken has said that the objective of study is self-satisfaction. School library is the first place which gives the opportunity to the students to be satisfied by the reading..

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Services of a School Library :

It is observed that a school library

should provide the following services :(1) Display of materials and information to attract students and teachers. Following devices can be applied to achieve it :(a) Organisation of Book exhibition from time to time. (b) Display of newspaper clippings specially whenever any information of schools interest appears in the newspapers. (c) Display of Jackets of new books as soon as they appear in the library. (d) Display of new books or documents received. (2) Organisation of story hours, book talks, debates, essay competition, quiz competition. If story telling skill of a teacher or librarian is good then it can help to attract the children toward the world of books. (3) Library Orientation Program introduce the library to new students so that they can use the library in a meaningful and effective way. Librarian should familiarize new students with the varieties of the reading materials in the library, the ways of using them and also the working of the library tools. (4) (5) (6) School library should help in providing reading guidance to individuals. Assistance in the use of library catalogue. Assistance in the searching and location of documents.

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(7)

Assistance in the use of reference documents. School Libraries can be further classified in two subgroups:

(A)

Primary School Library

These type of libraries are meant

for children between five to ten / eleven years of age and their teachers. It should aim to :(1) (2) (3) (4) (5) Encourage to develop book mindedness. Strengthen the learning skills through kits. Create a love for learning resources. Help in learning how to read in a slow but deliberate process. A primary school library should build up collections on the following themes and use them extensively with students :(a) Picture books which include adventure , patriotism, service to follow persons and other themes. (b) Biographies of great personalities in simple language. (c) Folk tales and other famous tales which can help children in developing good habits. (d) Cultural Heritage. (e) Children Magazines. (f) Popular Games and sports.

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(B)

Secondary School Library :- Secondary school libraries maintain

specific educational identity in fulfilling all academic requirements of the young students for learning. It helps teachers in effective teaching and their own development. Secondary School Libraries support school programmes at three stages i.e. middle class 7-8, secondary classes 9-10 and higher educational classes 11 & 12. Secondary school library tries to achieve the following aims :(i.) To develop the habit of using library for reference and course requirement by learning reading for pleasure, general knowledge and recreation. (ii.) Development of learning skills for collecting information on any topic by consulting reference books and other materials.

Services of Secondary School Library provides following services :(1)

Secondary school library

Awareness service on current events, activities, personalities, scientific and technological achievements, issues of national importance and international events of significance.

(2) (3)

Organisation of book exhibitions. Organisation of book talks.

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(4)

Organizing competitions - Debate on current issues , essay writing, quiz etc.

(5)

Display of Jackets of currently acquired books, newspaper clipping, pictures and photographs of current events.

(6)

Guidance and advisory services are provided to serious students for writing an article, story or poem.

College Libraries :-

The colleges are important links in our educational

system and their libraries play a vital role in the meaningful development of higher education and to some extent forming the personality of the youth in the country. Education today places great emphasis on the use of libraries specially in the field of higher education. The use of libraries is a great boon to encourage learning - gaining of knowledge and uplifting of education. If standards in higher education are to be raised , the standard of our college libraries need to be raised.

Objectives & Functions of College Libraries

:-

Some of the objectives and functions of college libraries are :(1) To give young persons a wider and deeper understanding of the various disciplines. (2) To prepare the students for advanced studies in various disciplines.

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(3) To prepare young persons for accepting the higher responsibilities of manning schools, government departments, commercial establishments and business etc. (4) To provide adequate physical facilities for study. (5) To train young persons for various professions. (6) To train a body of ore enlighted, knowledgeable and responsible citizen.

College libraries helps to students in using their leisure more usefully and meaningfully. They also help in discovering students own inherent potentialities and generally lay the foundations of good and more responsible life in the future. In addition to teachers, students and staff, authors, writers, lawyers and other professional may be the part of user community. To serve them better, following services should be given to them :-

Objectives & Functions of College Libraries

:-

Some of the objectives and functions of college libraries are :(i.) College Libraries provide following services. (ii.) Assistance in the location of documents. (iii.) Readers advisory services. (iv.) Provision of general or specific information.

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(v.) Interlibrary Loan (vi.) Compilation of bibliographies. (vii.) Reservation of Documents. (viii.) Reprographic Services. Collection of college libraries should be live one , able to meet the extent and nature of the curriculum. It should also adequately take care of extra curriculum materials as well as extra recreational reading material.

University Library :
A library is more important in a university, because a library can function without a university but a university can not function without a library. It is obviously true that the prime necessity for a university is a good library which has a well rounded connection, is well organized and well maintained to satisfy the needs of the university faculty and for the promotion of advanced study and research programmes. The university library has an important place in the community , as it has the fate of young generations in its hands. It is the responsibility of the library to acquire material to support the attainment of educational objectives of the university. It should also be impressed upon the minds of the students

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that next to class room lectures, the most important thing in the reading that they will do themselves in the library. By accumulation and organizing books, manuscripts, journals and other materials, the university library serves as an invaluable aid in the

conservation of knowledge and ideas and active force in the teachings research and extension programmes of university.

Services of University Libraries

Some of the services which are

provided by university libraries are as follows :(i.) Bibliographic instruction and library orientation. (ii.) Provision of general and specific information. (iii.) Assistance in the location of documents or use of library catalogue and in understanding of reference books etc. (iv.) Literature Search. (v.) Readers advisory service. (vi.) Selective dissemination of information. (vii.) Compilation of bibliographies, preparation of indexing and abstracting services. (viii.) Reservation of documents. (ix.) Interlibrary loan.

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(x.) Display of new additions to the library. (xi.) Maintenance of clippings. (xii.) Reprographic Services. (xiii.) Translation Services etc.

A modern university is concerned with the manifold objectives and a welladministered university library can rightly direct its business towards the fulfillment of these objectives. Modern libraries have large to do with the knowledge contained in the documents. The collection of documents, journals, magazines, and other materials, their preservation, and finally their dissemination or serving should be considered as the primary function of the modern university library.

The user communities of University Libraries :The user communities of university libraries include the following :(i.) Students at different levels of study in different subjects. (ii.) Teachers at different levels and in different subjects. (iii.) Research students working for M.Phil. and Ph.D. degrees. (iv.) Post doctoral research scholars working on specific projects.

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(v.) Professors and experts guiding research projects and managing research activities of the university. (vi.) Members of the various academic and executive bodies of the university. (vii.) The university management. (viii.) Scholars in general, who get special privileges of using the university library. Today university libraries have a very large and difficult role to play in order to meet a variety of demands of information and knowledge by far larger number of people on far larger number of subjects at far higher prices and negligible grants. All other above types of academic libraries play a significant role in the educational advancement of a nation . It is the duty of each section of the society to provide its full cooperation so that they can try to build a better informed community.

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INFORMATION LITERACY, KNOWLEDGE MANAGEMENT AND ACADEMIC LIBRARIES: We are living in information age in which each activity is directed by the information. Information is growing at a very fast rate and technologies for storing, organizing and accessing information are developing. The persons who have access to computers and information systems are able to become productive information users while others are unable to participate in the information based activities. In the information age, information is critical in decision making for quality decisions there is the need of being a critical thinker, Learning is considered as a life long process and it must be supported by information skills for learning. The greatest resource of any country is its human resource. But if a lot of citizens are living below the poverty line and they are unable to use the available resources and ideas for their better lives due to the lake of their abilities of using information or unawareness of required information then there is no use of information age. Today information is considered a vital resource. There is the need of educating people about the use of information. Also some type of training in dealing information is needed because information is available in a variety of

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information sources. To survive in the information is age it is essential to know how to make use of these sources. In this direction teachers and librarians can play a crucial role. But it is not possible without adopting the concept and practice of Information Literacy. Information Literacy is an understanding and set of abilities enabling individuals to recognize when information is needed and have capacity to identify, locate, evaluate and use of effectively the needed information Dr. Muttayya Koganuramath defines an information literate person as person who has learnt, how to learn, and able to (i) (ii) (iii) (iv) (v) (vi) recognize a need for information. Access the needed information. Determine the extent of needed information. Evaluate the information into their knowledge base. Incorporate selected information into its knowledge. Use information effectively to accomplish a purpose.

(vii) Understand economic, legal, social and cultural issues in use of information. (viii) Access and use information ethically and legally. (ix) Classify, store, manipulate and redraft information collected or generated.

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(x)

Recognize information literacy as a prerequisite for life long learning.

In other words we can say that to become an information literate, it is needed that the person must be able to identify its information needs, examine the available information, select related and useful information, organize the selected information, give it personalized touch, present that information in proper format, assess the quality of information and can apply that information for decision making. In the modern age it is the duty of our educational system that information skills for learning must be developed among the schools, colleges, and universities students so that they can make efficient and effective use of information resources and services throughout their lives. Educational institutes must play a leadership role in incorporating information literacy programme into their curricula so that students will be able to gain survival skills for the information age. Infect there is the demand of information age that people of all ages should gain information skills whether they are studying or not. Here libraries can play a wonderful role. They can be very important partners in creating an information literate population. Libraries can provide key access points to

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electronic and print information and can offer related training programes to half in going necessary information skills. It is a fact that people retain very little of what they hear in a classroom unless they become actively involved in the learning process and apply the new knowledge to specific problem solving. Libraries and teachers must create positive learning experiences for students to ensure that educational outcomes are positive and productive. Specially in information age while new information and technological changes occur faster all the time, students must be taught how to become lifelong learners and how to find, organize, evaluate and use information. It demands that learning process must be restructured. There is the duty of educational institutes that learning environments must become interactive, student centered, dynamic and more creative to ensure that students will determine their own learning paths to gain critical thinking and life long learning skills. There should be a atmosphere of interaction between the teachers and students. Librarians can take active part in information literacy programs because they are experts in collecting organizing, evaluating, and providing access to information in all formats, Librarians are able to teach students how to become knowledgeable information handlers for print formats as well as for

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electronic information. It is the demand of present age that academic librarians must become active leaders in the electronic information environment and in the educational reform movement. By establishing healthy relationship with teachers and faculty they can bring about curricular restructuring and dynamic learning environments for students in the information age. In the area of information handling librarians experience and expertise position them uniquely to work with teachers and faculty, in the nurturing of students learners so that they become critical users of information. Academic library can become a teaching library by activity involving in all aspects of higher education, i.e. teaching, research and community service, to develop a climate which encourages lifelong learning. Schaffinger, stebbins and wyman say that librarians need to become more vocal and more involved with the educational process in order to faster change with regards to the teaching of information literacy. Librarians should participate in debate in undergraduate education, publicize their role, as well as their talent and skills in library instruction as it relates to improve the undergraduate experience and take an interest in curriculum reform, in order to further information literacy programe on campus. Wiggins says that in this direction the most important role the academic librarians can play is to act as collaborators with teaching facilities. Both

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librarians and faculty have something to contribute to information literacy. The librarians passes knowledge of resources and strategies to access information and faculty have in depth knowledge of their content areas and are in a position to help their students with regard to evaluate and apply information. Incorporating information literacy into the under graduate curriculums is not an easy task. Faculty are very concerned with the discipline and the care of concepts that they feel students need to learn to receive their degree. Some time in order to preserve the integrity of their discipline, faculty may be against incorporating any material that they consider non essential such as information literacy skills. Faculty have knowledge in their specific field and they can feel that they have the right to decide what is important enough to cover in class. They may discourage the involvement of other sources of expertise, such as librarians. Faculty may feel that their classrooms are under their control or their domain and may reject interference from outside their discipline. Faculty members may feel that it is not their duty to teach the students library skills. In this situation there is the need of motivating the faculty to have student centered discourse. In this way some faculty members can be motivated to believe in the joy of discovery and research. The motivated staff

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members may be in the position to inspire their students to learn through techniques other than traditional lecture. They can try to integrate library research skills into their curricula. On the other side librarian may have the views that they may prevent collaboration with faculty. They may feel that they have to teach certain care concepts related to information literacy but they are more focused on importing skills to their patterns than simply knowledge. Fullerton and leckie say that the academic library can play a crucial role in mediating the difference between faculty and librarians. The library can examine ways of thinking that to delay its efforts at working with faculty work for change on campus regarding the imbalance of power, act as a pedagogical liasion with academic departments and information faculty about the service the library has to offer then. In the role of pedagogical collaborator, leader/mentor or supporter, librarians can plan and deliver information literacy courses. They can advice faculty in incorporating information literacy into their curricula. They can also support faculty in any way possible so that faculty may have more comfortable teaching information literacy skills. Information literacy skills are very important for students to survive in the information age with a successful life. It is a well known fact that librarians are well equipped to teach such skills but there is a demand of the

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time, for the support of entire faculty. Integration of information literacy skills into subject areas and collaboration with faculty is the only way for the success of an information literacy program. Academic libraries are information centers which are established to support their parent institutions in generating knowledge and also to develop people in knowledgeable persons so that they can serve the society well. In todays age libraries are facing competition from commercial organisations. Internet and other commercial information providers has created a problem for libraries. To prove their relevance and value academic libraries have to provide the right form with a right expense of financial and human resources. There is a huge pressure on academic libraries that with a limited library budget they have to increase the operational efficiency in order to meet the challenge of information age. In this direction one management tool has developed which is known as knowledge management. Here question arises what is knowledge management? Knowledge management is defined as the process of creating capturing, and using

knowledge to enhance organisational performance. The e-knowledge centre (www.eknowledgecentre.com) describes that knowledge management is a cross disciplinary practice which enables

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organisations to improve the way they create, adopt, validate, diffuse, store and use knowledge in order to attain their goods factor and more effectively. It is very crucial in information age for any enterprise to know what they know and how to make maximum use of knowledge. They have to manage and make use of these assets to get maximum return. To get success in an increasingly competitive market place depends critically on the quality of knowledge which organisations apply to their key business processes. By the use of knowledge management managed knowledge enables the members of the organisation to deal with todays situations and effectively on vision and create their future. Knowledge management has been applied to money oriented organisations to gain competitive advantage and increase profits. Now it is the turn of non-profit organisations like as the libraries to use the knowledge management to promote their services and user satisfaction. Liebowitz pointed a nine step approach to knowledge management. (A) (B) (C) (D) (E) Transfer information knowledge Identify and verify knowledge Capture and secure knowledge Organize knowledge Retrieve and apply knowledge

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(F) (G) (H) (I)

Combine knowledge Create knowledge Learn knowledge Distribute / Self knowledge There is a combination of strategies and tools which librarian use

towards knowledge creation, knowledge adaptation, knowledge distribution and knowledge retrieval. Some of them are:Digital libraries Internet and Intranet Expert systems Online catalogue CD Roms E-Journals E-books E-mail Website of libraries Local databases etc. Kim says that Knowledge Management is not about managing or organizing books or journals, searching the internet for clients or arranging for the circulation of materials, however each of these activities can in some way

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be part of knowledge management spectrum and poures. Knowledge management is about enhancing the use of organisational knowledge through sound practices of knowledge management and organisational learning. Thus knowledge management is a combination of information management. Communication and human resources There is a question how to manage knowledge in libraries? Shanhong says that Knowledge management in libraries should be focused on effective research and development of knowledge, creation of knowledge base, exchange and sharing of knowledge between library staff and its users, training of library staff, speeding up explicit processing of implicit knowledge and realizing of its sharing When libraries apply knowledge management process, they convert data and information stored in various sources into knowledge . At the request in the anticipation of demand only relevant knowledge is delivered to the users. Jantz says that Knowledge management with in libraries involves organizing and providing access to intangible resources that help librarians and administrators to carry out their tasks more effectively and efficiently. Knowledge management helps in developing and applying the organisational knowledge which is needed to improve library effectiveness.

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Subhash Khode and Umesh Kumar Singh define knowledge management in academic libraries as the combination of different processes such as acquisition of knowledge from different sources and classification, storing, indexing and dissemination of that knowledge using people, process and technology in such a way by which library could fulfill the mission of the parent organisation in term of users satisfaction. Knowledge management helps to academic libraries in encouraging library staff and users to communicate their knowledge and experience by creating environments and systems for capturing organizing, learning, enhancing and sharing knowledge through out the library for the benefit of the organisation and its users How to present library materials to users is focused in library knowledge management research. How to effectively use our staff and how to improve the efficiency and effectiveness of our technical services operations should be the real focus of knowledge management in academic libraries. Here a question arises why we should implement knowledge management in academic libraries? In the present age academic libraries are facing problems in survival, due to the reduced budget and insufficient and unskilled staff. On the other side there is a huge pressure of satisfying increased information needs of

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students and faculty. In this condition academic libraries are forced to implement knowledge management to fulfill their mission. Generally driving force of using knowledge Management in academic libraries is to survive in the business sector in the age of huge competition. The chief goal of knowledge management is to make full use of the knowledge existed in a institution to increase the productivity and/or operational efficiency to survive in the competition. The primary driving force for the implementation of knowledge management in academic libraries is shortfall of budget. On the other side there is a great expectation from students, faculty and administration. In the digital age to provide the right information at the right time, in the right form to the right user is more crucial than to fulfillment of the mission of academic libraries and their parent institutions. Although they are facing competition form. Internet and other information services providers. So the most important thing for academic librarian is to operate more efficiently with reduced financial and / or human resources. Knowledge management can play a crucial role in this situation. Academic libraries are dependent on the support from their parent institution. In the changing environment academic libraries can be survived just by keeping a view on users information needs, and developing more

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mechanism to fulfill them immediately. Libraries are social institutions which are established as non-profit based organisations but in the changing environment libraries should be more proactive in marketing there service and products. They can not follow the tradition of just waiting for users to come to the library but they have to reach out to their users advertise and market their services. In this way if users find that services of their libraries are valuable they will support them and would not allow libraries to be closed or scale down. Here we have to consider that academic libraries are not facing a lot of competition from other academic libraries, but the real competitors are some internet based companies that provide reference services or e-books, journals and audio-visual materials, However they are not an imminent thereof yet as their services are fee based while libraries offer their services without changing any money or in some cases at the minimum operating cost. Now we have to consider that how to implement knowledge management in academic libraries. Most researchers have a view that knowledge Management consists of two components. 1. Human factor 2. Technology

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Managers at various levels should get the responsibilities to manage staff and work flow in their units. Each manager should be responsible for managing knowledge pertaining to their units goals and operations. Here we have to consider that knowledge acquisitions should not be confined to ones own units or even the library. A knowledge management manager is like an intelligent agent. He must try his best to acquire information to improve the operational efficiency of his unit. Managers at higher levels have to look both within and beyond their departments or libraries and see what work follows, organisational structures services, technologies etc. are available which may be imported or adapted to better serve their clientle. It is the matter of debate that advance technology should be used to store and retrieve knowledge or centralized turn key knowledge management software product or system should be used. Theoretically a knowledge management system could include a large number of things. In reality no such system exist. A centralized knowledge management product involves a costly initial capital investment whether purchased from the market or developed in house on the same side subsequent and on going maintenance and upgrades of hardware and software may not be affordable with the reduced library budget. Such an a approach over looks the

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technology competence and preference of individual knowledge management managers. It would be costly and unrealistic to train all staff to use such a knowledge management system. On the other side, it is difficult to estimate the value of an investment in knowledge management. In the case of tight budget library administration hesitate to invest in such a knowledge management system. One more fact we have to consider that a particular knowledge is valuable only in particular situation. So there is no big need of including it in a centralized management systems because it would be irrelevant to most people outside a certain unit or not performing a particular function. In this situation we can make use of the existing technology to store and retrieve knowledge for promoting knowledge management in library operations. Open source technology and software may be ideal. To prevent the loss of knowledge at a staff turnover, all operational documentation should be stored on a library network or in a shared space. Here librarians play the important role. Rearden has stated that there is a need for significant changes in thinking, attitudes, education and training before we can confidently face the knowledge management future that awaits in many important areas of the information and library professions

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In this direction Webb says that anyone working in the field of knowledge and information management will require a range of skills, some of which can be grouped in the following categories which are related to knowledge and information management(i) Knowledge of sources-print /electronic, internal / external, whom to ask, how to look, evaluation. (ii) (iii) Subject knowledge and understanding. Information and records management Indexing methods, data base development, thesaurus construction, retrieval, delivery, methods, electronic, storage, retention policy, structuring records, legislation, standers and controls. (iv) (v) (vi) Internal and external networks. CAS monitoring /updating, abstracting, news services. User advice and training.

(vii) Contribution to knowledge and information strategy

TFPL has described following personality attributes for knowledge Managers :(a) Creativity (b) Ability to learn and adapt

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(c) Will and ability to create, share and utilize knowledge. (d) Understanding of knowledge creation processes (e) Understanding of the impact of knowledge (f) Information literacy skills creating, finding sharing and using. (g) Understanding of the knowledge process

Subhash Khode and Umesh Kumar Singh describe the type of knowledge which are required for the librarians for implementing knowledge Management (a) Knowledge about librarys information sources or assets, products and services. (b) Knowledge about where there sources are stored and what is there use. (c) Knowledge about users, including teaching staff, and resources and who is using there information sources. (d) What are the current usage of there sources and how to increase its uses. (e) Knowledge about the librarys own competencies and capabilities (f) Knowledge about the emerging library trends and technologies.

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But implementing knowledge management is not in any task. There are some barriers which tend to stop the sharing of knowledge. Some of them are as following

(i) In todays age knowledge considered as a power. The person who has better knowledge is in better position. In this situation some senior library staff may not be interested in sharing of knowledge, with other staff members. It is not a good condition for any library. (ii) junior staff feel that if they share their ideas and knowledge they will not get any extra benefit. In this situation they hesitate to share their knowledge and ideas. (iii) If there is a lake of communication skills among staff members then knowledge sharing will not be an easy task. By this discussion we can say that academic library can play a vital role in information literacy and knowledge management program. Information literacy help to person to use the information resource properly in an efficient way while knowledge management and sharing of knowledge can help in improving of the quality of library services as well as creation and maintenance of a learning culture. It is the duty of librarian to implement them effectively.

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INFORMATION TECHNOLOGY AND ITS USE IN ACADEMIC LIBRARIES : Word information technology has several connotations in different contexts to librarians and information workers. It connotes the convergence of several technologies, mainly computer, telecommunication and micro graphics for the purpose of effective information handling. Term information handling includes the whole range of processes for the generation, storage, retrieval and dissemination of information. The information age provided us Interest, Global information structure, PC based hardware and software development such as faster, multi taking and end-user work stations, e-books, e-mail, C.D. Roms, DVD etc. Access to world information is now possible almost from any where in the globe. New methods of information storage and retrieval, creation of bibliographic and source data bases, link up of all of these through a variety of communication networks and document delivery centers and similar advancement have provided greater accessibility and greater use of information. Since 1950s libraries are using computers mainly for their housekeeping activities. Some of the operations of the library functions which can be processed speedily by the computer areA. Acquisition (i) (ii) (iii) (iv) (v) (vi) Duplicate checking. Preparation of order lists. Sending orders to book suppliers. Monitoring orders and follow up action Verification with order file and invoices Maintaining state of funds, budget control etc.
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B. Cataloguing (i) (ii) (iii) (iv) (v) (vi) (i) (ii) (iii) (iv) (v) (vi) (i) (ii) (iii) (iv) (v) (vi) (i) (ii) (iii) (iv) (v) Duplicate cataloguing cards Preparation of authority file / subject heading list Sorting, checking and filing of catalogue cards Automatic generation of added entries Learning the monthly accession lists Developing centralized and cooperative cataloguing systems Registration of members Charging and discharging of documents Upgrading the records file Preparation of reminders Maintaining statistics Information retrieval etc. Ordering of serial Receipt and updating the record file Receipt to venders/publishers List of holdings Preparing list of additions Preparing list of binding Indexing of micro and macro documents Then quires construction Abstracting work Compilation of union catalogues / lists Bibliographic work
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C. Circulation Control

D. Serial control

E. Documentation and Information Retrieval

(vi)

Searching and print-outs of queries of users

Money of the academic libraries are using computers for their housekeeping activities. The application of computer in libraries has enormous advantages. Some of the advantages of compensation are enumerated below(i) Increase in speed and saving of time :Duration of time between the acquisition of documents and their availability to the user is reduced. (ii) (iii) (iv) (v) (vi) Computers system update the record files much move quickly and easily than the manual system Greater library cooperation Better library management New services can be introduced Protection of records A member of library softwares are available which can automate the library activities. On the other hand computer communication network like as NICNET, DELNET, JANET and INFLIBNET communicate information. INFLIBNET links libraries in universities and colleges in country and libraries in institutions affiliated to the CSIR, ICMR,JCAR, DROO and government department, It is established to improve interactions among academic and research libraries in the country for the efficient and effective sharing of resources, databases, information document delivery and other services for the benefit of
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(vii) Report production

are used to

the library, student, teaching and research communities in the country as a whole on the other hand development in communication technology gave birth to Internet, the Internet is the term used to describe the network of computer networks. This network is global in nature and supports facilities such as e-mail and the world wide Web. Internet allows a two way exchange of information and data. Internet is packed with both primary and secondary sources of information, to track which one has to develop the ability to sift through millions of search engine hits. The internet makes the world simpler, shrinks time and distance and enable more effective information resource use and communication by individual knowledge workers. If internet is integrated into library services it can enrich the treasure of information role vary and finally make it available in a timely fashion to knowledge clienteles. It also allows knowledge workers to use their time more efficiently and to focus on more productive tasks, such as to reach the un-reached. With an unprecedented growth in the quantum of knowledge worldwide and the easy accessibility, Internet has become an unavoidable necessity for every institution of higher learning and research. An internet user has access to a wide variety of services. e-mail, file transfer, vast information resource, interactive collaboration, multimedia displays, real-time broad casting, shopping opportunities, breaking news etc.

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Library and Information service managers can exert significant influence on attitudes to the internet as experts in locating identifying, organizing, maintaining, compiling and providing access to information. Internet and library both of them deal with information content, management and dissemination. Surash Jange, Amruth Sherikar and Malikarjun Angad, differentiate between the characteristics of the Internet and the library-

Criteria Act as an

Internet Online Library

Library Library Wealth of

Knowledge of Resources

Wealth of knowledge Network of networks

knowledge resources but restricted in nature

Network Dr. S.R. Raghunathans Five Laws of Library Science Collection Format Major source

Single Network

Satisfied

Satisfied

Diversified in all disciplines Electronic and

Restricted specific collection Print & C.D. ROM

online format Primary, Secondary, & Primary, Secondary

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Tertiary Book Growth Relevancy Quality Organisation Time lines Maintenance Accessibility Economic Value Nascence Staff Less dominates Tremendous Both relevant and irrelevant Less validated Well organized Search engines Subject gateways Very fast Invisible All users Economic Up-to-date All sorts of professionals

& Tertiary Fully dominated collection Gradual More relevant and less irrelevant Mostly validated Well organized Catalogue Index Fast Library professionals Specific users Bit costly Less up-to-date Library professionals

In the first sight we can think that interest is better than traditional libraries but there are some characteristics which the libraries have but interest not. Brtan Howkins describes it A vast amount of information is indeed available on the web today, but it is not a inherent collection of information. Further the amount of scholarly, intellectual and aesthetic information

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available on the web is truly minimal when compared with what is available in a good library. Perhaps the greatest obstacle to moving forward in him area is eradicating the myth that the web already provides this library environment. Further more access to the web is anything but egalitarian. The web is not a library, and access to it is far from egalitarian. In traditional libraries the knowledge is catalogued but web is not catalogued and no one has any idea what is available there and what is not. How to this information fits into a larger taxonomy of knowledge is a problem for users. Some times available search engine are insufficient to provide the information. The web lacks standards and methods to validate or authenticate information. No librarian is providing his services in making informed decisions about the quality or appropriateness of the information and then adding this to a coherent collection. While the Internet provides vast amounts of information many of the basic defining characteristics of a library are missing. These missing elements will significantly referred the educational frame work for our society. Academic library must be part of the fabric of the new electronic infrastructure that is emerging. Access to the information, the services, and the organisation of information is essential for teaching, learning, and inquiry at all levels of our educational system, as well as to the society as large. The rise of electronic information resources freely accessible through the Internet has disrupted the library system in a number of ways. There is no

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clear and definite role for libraries with regard to the selection, preservation and provision of access in regard to the digital resources accessible through the net. Additionally students and faculty have a need of know to evaluate these new information massacres and it is for more difficult to do so on the nets then it has been in a traditional library. With a traditional library, the very fact that a book an a journal was held by a library represented a conscious set of decisions about the validity of the information, and implied a filtering focus that suggested a reasonable level of legitimacy . This is not true when one surfs the web. Another problem is that of scale, as some libraries, academic departments, and even individual selecting and describing network resources they find them useful of amenable. In some cases these resources are even oddest centralize databases, but the combination of the growth of the web, and the lock of scalability of these individual, highly favor intensive approaches do not make much efforts a viable on affordable means of addressing this important challenge. These are some problems by the nature of various scared engines. While they offer far wider coverage than any traditional cataloguing approach can possibly match, they do so with far less quality filtering and very different, often powerful label of description. A search one of these engines may yield a half million hits. These search engines are also tainted by a bias in the

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selection process rooted in their commercial advertising relationship, other than solely on the search parameters. Most users dont know how to use their advanced feature and the more sophisticated search algorithms imbedded highly used application. Academic libraries make use of the internet in achieving information about their activities and interests. Much bibliographical and price information can be found from online book stores and web site for professional

organisation and publishers. The library have more skepticism about the well published web search tools then most users such services can be valuable, particularly fast easily defined topics and the sheer hang of material indented, subjects covered and the speed with which the search can make then useful when a clear starting point is not obvious. They may not always retry with full answer but may give helpful dues. Similarly speculative query to a discussion list on newsgroup may identify on expert to answer a problem. In the information age the academic librarian should develop the information packages far the users and reach up to them instead of waiting then to come to library when we have to meat up to the users We must identify the wage. Hosting of web sites far the library is one of the most effective ways in the I T environment of Hosting of web sites means to develop the web pages along with the home page contain appropriate

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information of any kind and touch it on internet web side can be hosted either on price or free of cast. Mohan R. Kherde says library point of view as far as possible following information should be included on web site : (i) (ii) (iii) (iv) (v) (vi) Name of the library Year of establishment Name of the librarian Total No. of staff (a) Technical (b) Non-technical Working days & hours. Rules & regulations of library

(vii) Membership fees (viii) Library committee (ix) Total collection (a) No. of Books (b) No. of back volumes (c) No. of C.Ds (d) Bibliographies (e) Clippings (f) Special collection (g) Other

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(x) No. of members enrolled (xi) (xii) (xiii) (xiv) (xv) (xvi) (xvii) (xviii) (xix) categories of the members Journals periodicals subscribed Newspapers subscribed Area of layout of the library. Financial sources of the library Services available far users Other statistical information about the library Special features of library. Future plans of library. He describes home advantage of web pages for library. (a) it offer a unique opportunity to interact with the users (ii) The collection and services offered by the library for the users can be put before them at minimum expenditure. (iii) out standing accuracy of demographics can be achieved. (iv) It is less expensive & powerful media. Then only other available media (v) it takes very short time to reach up to the user (vii) It provides combination of cost effectiveness, targeted, Marketing and growing users (Viii) It acts as a mirror for the library. (viii) Latest development of the library can be forwarded to the users with in a short period.
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Users just can down load information of the library on their computer very quickly. If university libraries have the web sites their purpose may be(i) (ii) An online prospectus for potential students Making widely available, both internally and externally essential information like phone and e-mail directions details of research activities or computer documentation. (iii) (iv) (v) Giving access to relevant internet resources. Providing the opportunity for any one to publish useful information on the web. Librarians may be involved with designing the structure of the site and are likely to have responsibility for some of the general contacts. They can provide page about library services. There may often be the equivalent to the printed guides, to stock and services that have been produced for many years but can be more readily updated and may be extended. In accepting internet resources as just another information medium academic librarians are extending there skills to encompass it. They may offer a current awareness service to teaching and research staff to inform them of new web sites and discussion links. They can apply established criteria to assessing the content of information sources or the effectiveness of secondary services. Library catalogues have been a accessible on the Internet for many years but they are likely to become a one step access to local and internet resources from a single terminal.

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Widespread access to the Internet has created new means of communicating with users. In some cases internet technologies are use to reproduce existing service in another medium such as online suggestion boxes. Access to the internet has greatly enhanced opportunities for professional development and current awareness in academic libraries. E-Books :- Today we have a type of books which is available on our computer screen and there is no need to have it in physically from though if we want then hard copy can be taken. The term e-books defined broadly to include electronic reference works, monographs and text books. They may be delivered via the web on a hand held device. While electronic books and texts have been available for sometime for selected public domain, only relatively recently have electronic texts have been packaged and offered commercially as electronic books. Electronic books offer creative possibilities for expending access as well as changing learning behavior and academic research the most important feature of e-book that contact can always be accessible regardless of time or place to be read of PCs or on portable book readers. e-book have the advantage that they will never go out of print and new additions can be easily created. The other useful features of e-books which enhance their inability are full text searching changeable font size, marks up citation creation and note taking print text can be integrated with multi dimensional objects sound and film to create a whole new kind of monographic work library user can search the whole book by keyword

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quickly and unlike the traditional index page keywords can be put together to locate that prefect quote. The current mindset is to replicate the print version of a book but future development needs to recognize the potential scholarly significance of increased integration of unless traditional media with text in e-books. E-book content a should match any print version and include all its elements text graphs and illustrations. Contents need to be reported from access and manipulation features and needs to be transferable, in a non proprietary fortnight into a variety of software and hardware readers, both to offer readers an choice of additional features and to make it possible for libraries to loan e-book content. Currently there is no established standard for an interoperable e-book format for commercially produced e-book that address published needs to support commercial end-user distributors and that also enables added value for the consent although publishers are creating books electronically, more often than no text is created in a proprietary form that requires reformatting scanning of the print version for adoption to individual vendors system. To some a large and varied academic clientele and to build a strong scholarly collection for long term access, electronic books must be provided in a statement based format that includes (i) (ii) (iii) (iv) Non proprietary software and hardware for interoperability of files Identifiers Metadata ADA compliance

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The most promising standards are being developed by the open e-book forum (OEB) as the open e-book publication structure, which would ensure interoperability with both PC and portable reading devices. A pragmatic factor in wing e-books is the case of reading and using them, yet e-book hardware devices are still not quite practical or cast effective enough to penetrate very deeply into the index text. A variety of devices are being developed to replicate some of the virtues of printed monographs including portability and network in dependence so that e-books will function on a variety of platforms. One of the most critical elements is the development of electronic publishing that will incorporate libraries in valuable digital rights management systems (DRMS). DRMS are either hardware or software or both that on force control over intellectual property, such as limit by user time free, and/or extent of content due to publishers concern about rights. To date e-book vendors are normally able to offer only limited usage rights for printing, down loading and copying, Normally inter library loan is not allowed and class rooms use is not always allowed. The degree of control e-book publishers choose to exercise over the access, sharing and loaning of intellectual property will make ebooks either more or less compatible with the free flow of information needed in the scholarly setting to support open & create, libraries will need owner ship or first scale rights that allow perpetual access and fair use such as class room use and the ability to loan the textual content to other libraries. It will not be feasible to create a print copy of entire monographs for interlibrary loan as is done for journal articles, without vendibility, e-books become supplementary to any print version required for archiving and interlibrary loan. When the market evolves to
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a print where a print version is not also available, libraries will need to have the capability of learning and archiving e-books. So that researchers can readily identify e-books libraries must be able to integrate little with other formats in catalogs and integrated library systems in standardized forms of bibliographic information and in meta data such and other appropriate meta data will also be necessary to integrate e-books into normal work flows of integrated library systems for function such as order, payment cataloguing and circulation. Two of the roles of academic libraries are building research level collections and acting as archives of research information vendors working with libraries use a one copy one user model. The numbers of simultaneous user for e-book titles will become on issue particularly in consortial arrangements. Depending on the type of information being purchased a single user may not be using the entire book text but only querying a portion of it. A single chapter as an edited work may be what is needed rather than entire values. Ways to accommodate partial books use by simulate only using need to be factored it licensing. Currently e-book vendor purchased models allow some flexibility, such as a premium price for on-line access users, more modest pricing for annual access to volumes of titles. In other disciplines where long term research is external assurance proportional access will be vita. Some e-book venders are according individual user accounts to track which title individual has checked out There individual accounts on the vendors web site may infringe on privacy since it would be

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possible for vendors to report exactly what on individual has accessed in the vendors system. The business models of major e-books vendors so far claim a role for libraries conduits to their customers but it is not clear that libraries are fully considered a viable part of most marketing plans. At present only a hand full of vendors are offering e-books to libraries-particularly with academic contents. E-books have added functionality over print versions. It may be as varied as inclusion of multimedia information full text scratching, mark-up citation formatting reference linking, convenience, portability, incomparability on a variety of devices, availability in advance of print advertisements pricing and the ability to share on loan information. E-book have the potential to be valuable reference tool. Libraries still at the front-line of exposing readers to a Book, libraries will need to educate users on the benefits of e-books. The benefits to libraries such as no late returns as damage cost are a bonus. Bar code technology :- It has discussed that computers are being used in libraries in areas like acquisition, technical processing circulation and serial control. Information entered in computers should be accurate, specific, fast and inexpensive this can be achieved by using bar coding system for checkout and check in operations. To transfer the accession number of the book in to the code using specific software in known as bar coding the books. Bar codes area series of black and white bans arranged in a predefined form to represent known coded. Information. This code is read by a device which cusses a bean of light which are transferred into

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relevant signals for the computers to read, without the risk of human error. Previously after receipt of a new book the details were entered in the accession register. The routine practice was to prepare author card, subject card, shelf list card and book pockets for each and every book by manual typing. After the application of computers all bibliographic details are entered in the system and a print out of accession register is taken to reduce the burden on library staff. Search option is arranged, to search for the bibliographic details in such a way that user can choose any one of the options like author, title, subject, publisher, serial no., class no., call no., ISBN no. and so on. The practice of issuing library tickets to users can be discontinued. In place of library tickets, a library borrowers book can be introduced. Every student and staff members get issue a book. Personal details like name, ID numbers, class group or department etc. with a photographs and signature are given in the first page. From the next page on wards the book has columns for accession numbers issue, date, signature of user and library staff, return date etc. At the time of issue the user enters accession number of the book with issue date and signature. The library staff also signs in the book at the time of issue as well as return. Bar code labels are printed on the borrowers books. These label contain the following information in (i) (ii) (iii) College name and place. Name of the student/staff ID Number and class / department
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When a book is issued or received from user, the counter staff scans the bar code membership number from the members ID card and cheeks whether any book is overdue. The staff than scans that bar code number from the book and then issue it. The book is issued to the member and it gets updated simultaneously in the database. Every academic library that has a rich collection a large number of registered members and leave transactions at the circulation desk can apply the bar code technology to improve efficiency and quality. Digital library :- All of the types of libraries are social institutions which has the responsibility of storing and preserving the cultural heritage of accounting and making than available for use to the community. Various types of records of information which store human knowledge and civilization, constitute the collection of libraries. There is the need of protection of cultural property through activities that minimize chemical and physical deterioration and damage and that prevent lose of informational contents. Since there origin libraries are engaged in conserving and preserving the knowledge so that it can be retained for the future generation. The traditional libraries are using some chemicals and proper care for preserving the library materials. Since the origin of librarian the traditional method of preservation and conservation are used by libraries. In the information age it is considered that some new type of conservation should be these which can use new technological development because the old method of conservation information age. and preservation are not quit effective in the

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The increased volume of information, heavy demand of users, the rising cost of documents, demand for a lot of expenditure on conservation and preservation of documents, demand for a big space for arranging documents and reduced budget forced libraries to search a method by which they can survive in the internet age. In this pressure libraries discovered a new type of conservation which is termed as digitalization. Digitalization refers to the process of translating a place of information into bits. Bits are the fundamental units of information in computer systems. Libraries which are used digitized information are termed as digital libraries. They have the storage of information in digital form. Digital libraries use communication network to access and obtain information and copying either by downloading or online/offline printing from matter file. A digital library is understood to leave the information stored predominately in electronic or digital medium. The digital information collections may include digital books digital or scanned images graphics, textual and numeric data, digitized films audio and video clips etc. Sherwel gave following reasons for emerging of digital libraries : (i) (ii) (iii) A well informed and computer literature user base has started to demand more information at the desktop. Library budgets are not able to cope with the users rising demands or hard copy journal titles Users demand to download for their research were not concerned whether these were held locally in the library or
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obtained from outside as long as they could be supplied quickly. (iv) The rapid growth in the internet has demonstrated the potential wealth or information resources available at the disk of a mouse button. (v) Librarians started giving increased emphasis to provide access to resources available elsewhere rather than physically possessing resources Husler said : That digital libraries enable managing very large amounts of data prescribe unique collection, provide faster access to information facilities dealing with data from more than one location and enable distributed learning environments. They also help to perform search that are manually not feasible of practical and offer to protect content owners information. The main functions of the librarian of a digital library is similar to that of the librarian of a conventional library i.e. identify, select, procure, organise, provide access, preserve and manage. It is the matter of debate that when library should be converted into a digital library. Asawford gave some recommendations. He proposed a library can be considered for changing into digital library when (i) (ii) (iii) (iv) (v) when reading from digital devices is as comfortable, effective and fast as reading from printed books and serials etc. When digital reading and storage devices are omnipresent. When digital distribution replaces print publishing for all new materials because it is cheap and faster. When all existing materials are converted to digital form. When digital communication facilities are so fast and inexpensive that transmission of publication.
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(vi)

Given that publishers would not stand in the way of institution making single purchased or converted publications simultaneously available throughout the institution, nation or world then only libraries will and must convert to digital distribution as a more effective way to carry out their mission.

In developed countries of the world academic libraries are converted into digital libraries and the students and faculty are getting better services. But in under developed countries like India it is dream specially when a number of academic libraries are facing problems like as(i) (ii) (iii) (iv) Unqualified and insufficient staff. Lake of budget lake of interest in supporting bodies cost of digitalization

The gift of I.T like as computers internet , e-books etc. are playing dominate role in libraries and their services. The crucial factors on which there is the need to consider are budget and professionals training. If sufficient budget is provided to academic libraries and professional trained librarian and supporting staff is made available there academic libraries can play a vital role in information era.

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MARKETING OF INFORMATION AND ITS USE IN ACADEMIC LIBRARIES : In the modern age everyday we read and listen about marketing. Often it is said that marketing is an essential tool of any organisation or institutions work plan. Marketing can be defined as a social process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others. In other words, marketing is the directing of the flow of goods, and services from producers to consumers or users. Organisation which are established with a motto of gaining profit are using marketing concept since last some decades. Marketing help them in increasing the demand of their existing products, understanding their customers need well and in developing the products and services which are better suited to their users. This way they increase their profit and on the other side they achieve better satisfied user community. On the other side , libraries are the social institutions which work on non-profit basis. Society make available funds so that they can serve to the society by providing needed information. The information which is disseminated by the libraries is used for generating more information or to

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inform citizens how they can live better life or for other tasks in the betterment of mankind . Since the ancient time libraries are providing their services to society to build a better informed community on free basis.

Marketing : Today we are living in an information age in which information is a dominant factor. Libraries are facing a lot of problems in surviving in this age. They have to face a lot of competition from internet and other information service providers. They have to try to fulfill a growing demand of better information services while their budget is reduced. In this situation there is a big question that how library can be survived in this information age? Sometimes there is a matter of discussion that should non-profit organisations like libraries apply marketing concept for their survival? In this direction, we can know though there is basic difference between a profit based and a not-profit based organisation there are also some similarities :(1) Organisational Goals : The main purpose of both of the types

of organisations is to maximize the number of customers and profits. The business organisations try to attract maximum customers. They launch new types of schemes, better customers products and services and try to

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motivate a maximum number of customers to use their products and services. If they achieve it, the more revenue can be collected and more profit can be gained. If better profit is gained there are better chances of being capable them to give better salaries to their employees. If employees get better salaries, they can be motivated to give their best for achieving organisations goals. In this never ending process, the organisations can achieve the best profit and public image. Libraries specially academic libraries work under their parent institutions. The main aim of libraries is to support to their parent

institutions in achieving their objectives. Basically, the main aim of any type of libraries is to serve the society by providing the needed information. Libraries get a lot of funds from society and it is their responsibility to increase the information level of the community. Though the objectives are different in nature, both of the types are established to achieve their organisational goals. (2) Means of attracting Customers : Both of the types of Organisations try to attract to customers. They offer special types of products and services to targeted groups, change the characteristics of their products and services as per the requirements of the targeted group of users, ensure convenient delivery of their services and products and forward the message to actual

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and potential users that the organisations will try to give them the best services and products. (3) Customer Satisfaction Tools : Both of the types of

Organisations try to retain customers and increase use of their products and services. To achieve it , they try to give the product or service in the affordable prices. Better customer services are given by them . In this way , they try to satisfy their customers. (4) Shopping Behavior : The tendency of customers is to accomplish

their goals with the least time and effort with the most convenience possible. Business firms and non-profit organisations , both of the types of organisations give it importance. In libraries for the convenience of users, search tools, reference services and information services are provided to save the time and efforts of information seekers. By this discussion , this can be understood that Both of the types of Organisations share some characteristics and the same business strategies can be followed but in different style. In the modern age, library professionals are realizing that marketing of information products and services is important for improving user satisfaction , promoting the use of services and products and survival in the information age.

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Sass, Shamel and Zauha give the reason of why marketing should be applied in the libraries :(a) Competition for Customers : Before some decades, libraries were

single organisations for providing information services. In that situation, there was no fear of loosing of information users, but in the information age , libraries are facing stiff competition from mega bookstores, on-line book dealers, consultants and internet etc. Some of them are offering their services at free of cost or sometimes on nominal charges. Also there are some customers who feel that they can get information by their own efforts and there is no need to consult a library. In this situation, there is a need of giving better services in appropriate form at the right time, at a minimum cost of efforts, time and money. So, libraries are forced to apply the marketing concepts. (b) Competition for Resources : Libraries are social institutions. For

proper maintaining they need a continuous flow of funds. Academic libraries are the part of their parent institutions. There are so many other parts and departments of educational institutions for which funds are needed. So, there is the competition for resources among libraries and other departments. Marketing is essential for academic libraries so that they can maintain their better image and can show their utility for parent

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institutions and can get resources for providing better services to society. Libraries have to show that they have better reasons for sending money so that they can serve their institutions better. (c) To maintain their relevance : By applying marketing concepts,

academic libraries can be connected with their communities to accomplish their present information needs. (d) To maintain their uniqueness : Academic libraries have to show

their uniqueness in the services which they are providing. If they are succeeded in proving their uniqueness , they can achieve better image and show their utility for society. It is also needed to maintain their uniqueness in the specific areas. (e) To promote an updated image : Traditionally, libraries are

considered as store houses of information and a librarian is considered as a store in-charge who is not doing anything just before the arrival of information seeker and not doing anything just after departure of user. Most of the people think that society has wasted a lot of money on libraries and librarians..! If librarian are well trained and proper library services are provided by library staff. libraries can reflect these issues by applying marketing concepts. In this way, the image of library and librarian is protected.

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(f)

Visibility of Librarians :

Unfortunately,

the

employers

of

librarian underestimate the duties and tasks of librarians. It is the reason that librarians are often paid minimum salaries, poor conditions of working are provided to them and a lot of extra duties and tasks are assigned to them so that employer can utilize them well(?) If libraries and librarians use marketing , then only librarians can show their importance in the libraries. They can give specific message to their employers that they are more efficient in the tasks which are directly related to dealing with information. In this way, employers can consider their librarians role in a changing environment and librarians will get better salary grades and working condition. (g) Valuable Community Resource : Libraries are the organisations

which are run by the society. Society spends a lot of money for maintaining them. It is the duty of librarians and library to show them as essential and valuable community resources. In this information age, information and its use is crucial. It is essential for libraries to aware their community about the services and products which are available there. They have to make aware to the community about the relative values of the library services. To achieve this objective, marketing is essential for the libraries.

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(h) Rising Expectations :

Library users expect recognition, attention

and appreciation for their individual information needs. The information needs of the customers change at time to time. In the information age , there are a lot of expectations from the users. Library can try to meet these expectations just by applying marketing. (i) Survival : As the social facilities , libraries need a continuous

flow of funds for their existence. There is the need of communicating and working with the customers of libraries as well as the funding and

governing entities to provide information about the librarys activities. In this way, the governing and funding bodies of libraries can know about the activities of librarians and they can support to libraries. Marketing is the tool which can fulfill this task. (j) Beneficial To Library Image : Effective Marketing in the

libraries increase library funds, increase usage of services, educate customers and non-customers and enhance the reputation of the libraries and their staff. So, marketing is essential for promoting libraries activities. By the above discussion, it can be understood that there is the need of marketing of information resources and services so that users can consider that library is designed just for meeting their particular needs.

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For applying marketing concept, there is the need of understanding the users and their information need. Without paying attention to users need , the library will be unable to serve its clients. Suppose in our college library we have spent a lot of money to acquire and process documents. But after some time, we find that the books which we have acquired and processed are not as per the information needs of students and teachers. In this way, the money spent is wasted. So, it is essential to consider the information needs of our clients. To know the information needs of customers, there is the need to look the inner and outer environment of the organisation. We have to consider our goals, objectives, strengths and weaknesses. We should know who are our customers. What are their social and educational standard ?This process is known as marketing audit. Kotler defines it as a comprehensive, systematic, independent and periodic examination of an organisations marketing environment, objectives, strategies , activities , with a view of determining problem areas and opportunities and recommending a plan of action.

The Outer Environment :

In

consideration

of

our

outer

environment , we have to consider about the surroundings of the library. It

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includes the missions, goals, objectives, underlying philosophy and messages of organisation. Some areas of consideration which are suggested by Darlene Weingand are : (a) Demographies : What are the attributes of the organisation in

terms of population, age , gender, educational background, income , employment etc. (b) Geography : What constitutes the physical landscape, climate and

Other physical attributes.

(c) Economics :

What is the overall fiscal health of the organisation?

What major business/industries are in place or about to leave or enter the organisation? What is the current climate for business and growth?

(d) Technology :

What hardware do members of the organisation

personally own or plan to purchase? What is the status of satellites or computer network? What does the organisation make of different technologies? How does it communicate internally and externally? (e) Competition: What agencies, business, vendors, organisations or

individuals provide similar products to those offered by organisation? What areas of possible cooperation exist?

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(f) Policies

what laws or regulations affect the library or its

products? What are related lobbying groups and how were they successful or unsuccessful? Are any types of public funds used or available for us?

(g) Corporate Culture: internal commitment,

What are the perceptions and attributes about trust & supportiveness, Communication

Channels, Staffing Patterns and decision structures? What are the customs, lifestyles and achievements of the organisation?

(h) Sociology & Psychology :

Who

are

individuals

and

groups

comprising the target markets? What are the social patterns? How do members of the organisation behave under different sets of circumstances or levels of stress? Can probable behavior be accepted? Where is the power in the organisation and how does it flow?

The Internal Environment

The internal environment includes an

analysis of the librarys objectives, strategies, activities and resources. In this direction, Rober Muir recommends the following considerations :

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(1) Objectives

We have to consider about the purpose of our

library. It should be considered that what is the role of library in the corporation. (2) Organisational Management : Who in the corporation

understands the current and future purpose and function of the library? Is current management committed to support the library? What departmental contacts does the library have in the corporation? What types of projects have been completed over the last several year? Who pays for these projects and in what amounts? Who approves the projects that have been completed. (3) Staffing : Who is in-charge? Who are current staffing levels? Are

they adequate for meeting current needs and services? What specialties are processed individually and collectively? How many staff work directly with customers? What training and staff development programs are in place? (4) Technology : What are the librarys equipment and software

needs? Which type of technology is used in the library and which type is not used? (5) Projects : What are some activities that are currently being

performed as part of the library services both in satisfying need and in

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marketing capabilities? How long has it been since the library updated or made a client list? Are the benefits the library offers being communicated effectively and widely? what activities is the library currently using including personal touches, print and media materials, public relations and networking? Does the library offer an integrated approach combining business and technical information? (6) Core Strengths : What are the strengths of library? Can the

library act as a facilitator and promoter to bring groups together? Is the staff well trained in electronic information searching? Has the library developed strategic relationships with the other libraries? What are the library s information and transfer capabilities? Does the library regularly fax or e-mail information to customers? (7) Weakness : what support or funding has the library received to

date? Does the library has a history of successfully completing projects for customers on time and on budget? Has the library been updating in a revenue, expense balance mode, meaning that library has sufficient operating funds to cover both operating costs and to generate additional opportunities in future. (8) Competitions : Where do managers and management within the

cooperation get their information? Is it from internal documents? How

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many requests does the library has from outside interests? what type of information? Has the library regularly satisfied such information requests? Has the library had sufficient knowledge to refer staff and management when such requests have been made? Are there any competitor on the horizon? What agencies, business, vendors, organisations or individuals provide similar products to those offered by the library? Does the library has the adequate information about their arrival and impact? Does the library has specific plans to deal with them? Will the librarys market shrink or expand because of them? (9) Image : What is the image of the library within the corporation as a

source of information for human resources, Research & Development, marketing & management? What is the reputation of the library outside the corporation with regards to the same type of questions? what has been the librarys history and interaction with staff and management? What other library & R&D organisations provide expert resources to the librarys customers? (10) Profit & Loss Review : Generate a minimum three year

examination of revenue and expense sources. Does the library receive grants from management or does the library recover costs from providing services? If so, how much and what is the librarys earnings to expense

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ratio of the revenues or incomes the library receives from providing services to the expenses the library incurs? What it is going to take to recover all operating costs? (11) Financial Resources : Does the library has adequate resources

to operate at current level? Can the library accommodate growth? Is the library using operating funds wisely? What are the librarys expenses ? where are most of the expenses concentrated? Is the library running in a deficit or profit made?

Understanding User Needs :

Libraries try to recognize the clients as

individuals and shows offer customized services based on individual information needs. Studying the information needs of users and the organisation not only helps to direct library services and programs , but also to determine how to plan for marketing these resources? Janet Powers cites the following as benefits to such planning in marketing :(a) Acknowledgement and extended perception of organisational culture and organisational behavior. (b) Sharpened focus of the function of the organisation.

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(c) Increased awareness of the external environment. (d) An orientation towards the future. (e) The opportunity to focus on goals and objectives and to establish priorities. (f) The establishment of an inclusiveness and an organized structure to accomplish tasks. (g) The encouragement of continued growth and learning offering unlimited potential to develop new information services.

For marketing the information in academic libraries, certain prerequisites are needed. Some of them are as follows :(i.) A well developed collection of information :If academic libraries

want to market their information products and services, they have to maintain a well developed information repository, from where information can be distributed on demand. If they have good information repositories, it can be ensured that most of the information demand can be fulfilled. (ii.) Repackaging of the Information into a marketable commodity: Like as other consumer products, information also need attractive packaging. It is the duty of marketing department of academic library to

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repack the information products so that they can attract the maximum users. Information products should be replaced as per the requirements of the users. In this way, the users will be motivated to purchase them. (iii.) A targeted community which would need the products and services : Academic library should know about the targeted community from where customers may be available. (iv.) Creation of awareness about the information products and servicesAcademic libraries should try to create awareness about their information products and services so that actual and potential both of the type of the users can know about them and can decide to purchase it or not. (v.) Creation of demand for information products and services : Academic libraries should create a demand for their information products and services so that a maximum of users can be motivated to purchase it. (vi.) Satisfaction of the customers with the information products and services : The information products and services of academic libraries should be as per the requirements of user. They should have good quality so that they can satisfy their users. Satisfied customers can motivate to other potential users and library can get better revenue.

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(vii.) Continuos Supply of the information products without break or delay. (viii.) Obtaining the feedback from the customers on the products : At time to time, academic libraries should get feedback from the users of information products and services about their effectiveness. Academic libraries can know that if their products and services are satisfying their users or not? If yes, then how much? Is there any possibility to improve them so that more users can be attracted ? if not then why? How those products and services can be improved? This feedback give valuable information about the information products or services. (ix.) Conducting of research with regard to changing needs of the customers with a view to improve the quality of the products. In India, some type of marketing is applied by national centers of information in science and technology, medicine and agriculture , defense, science , nuclear science, patents , standards , small industries , social services etc. Now, it is the turn of the academic libraries to apply marketing so that they can earn some revenues. Academic library provide Xeroxing service to students at a substantial subsidized rate. They can give this facility to other users also at market rate.

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Academic libraries can help research scholars by preparing bibliography from the database of the institution. Other customized services also can be provided by them to research community. One more option for marketing may be to open the membership to private students or other persons who are preparing for various competitive

examinations. A security amount can be deposited and reasonably monthly fee can be charged from them. In this way academic libraries can achieve their basic motto for fulfilling the information need of society and on the other hand can gain some revenue for running some type of services for their institution. A good way to get some revenue may be to prepare microfilms of newspapers. When demand arises, Photostat of required news, notices, or articles etc. can be distributed at the reasonable rate. By this facility, the citizens of locality can find valuable information in right form and academic libraries can earn some revenue. Academic libraries can publish and sell biographies of important persons. Specially in the university and college libraries, a journal on library science can be started. The library professionals of the locality can share

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their views , experience and expertise and academic libraries can achieve some revenue by selling it . Today some universities are giving library science education by distance education. Sometimes it is not possible to know practical aspects of librarianship. Librarians, library and information science department can provide lectures, practical, and some other facility for the students of library and information science who are getting education by distance mode. In this way, a reasonable fee can be charged for giving such type of facilities. One more marketing activity may be to prepare microfilms of rare manuscripts. University libraries can sell microfilms or Photostat of manuscripts as per the requirements of the researchers. Academic libraries, specially university libraries can provide reference services to industrial, pharma, textile units etc. Some of the university libraries are already providing information service to small and medium industrial units which can not afford to maintain the institutional libraries. Academic libraries can start computer training, specially in handling library software. They can provide internet facility also. Sometimes information can not be used because the available information is in the language which can not be understood by the user. In

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this situation, academic libraries can provide translation services with the collaboration of language and subject expert of the region. This activity will provide a source of income for libraries and on the other hand can ensure that information is used in the betterment of society. Academic libraries can share another big responsibility. They can start publishing magazine in which original articles, poems, stories etc. of students and teachers of locality can be invited. It will provide a place for development of creativity in public and by selling the magazine, academic libraries can earn more revenue. Academic libraries can organize competitions and other activities . In these activities , they can describe about services and products which are available for general public in the library. Librarians can recognize some activities which are not listed here but can help libraries to market their services and products. But marketing of information products and services is not an easy task. This is a complex and complicated task. Sass, Shame & Zauha propose some barriers to make library and information services :(1) Humility : Too often librarians wait for others to notice that

they are doing a good job. Librarians may be hesitated to capitalize on

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their strengths and knowledge while the general public often does not see the value that information professional could bring to satisfy information challenges. (2) Old Expectations : Libraries and librarians are limited by their

traditional image that libraries offer books for lending and provide programming for children but do not contribute to more sophisticated information needs. (3) Lack of Training & Education : At present , concept of

marketing is not included in the curriculum of library science , so there is a lack of familiarity with marketing concept among libraries and library staff. In this situation, librarians hesitate to promote library services. (4) Complex and Complicated Task : Marketing is considered a

complicated task for libraries because of wide range of products and services and an extreme diverse audience. The academic libraries can be called an information market, Information is a vital resource for national development. There is the need of providing a variety of information services and products. Academic libraries should try to plan and design such services and products for optimal use of information, acquisition , organisation and dissemination of

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information must be based on the concept of marketing to achieve reader satisfaction. Besides reader satisfaction, academic libraries can promote their image and achieve some revenues to run their some services if they apply marketing. So, marketing is an essential tool for academic libraries to survive in internet age.

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CONCLUSION Academic libraries are support system for educational institutes. Since the ancient times, they are the active partners of learning and teaching process. Academic libraries improve the quality of education at every level. Academic libraries increase the research output by faculty and research scholars through effective provision of information resources and support services. They help society in increasing the standard of living of citizens because the outputs of research are used for the betterment of mankind. Academic libraries are of three types :1. School Libraries 2. College Libraries 3. University Libraries

Though they are different in various ways , the main objective of them is to help in building a better informed community. Change is the law of nature. The professional or the institution which does not alter with the passage of time always lags behind and goes into oblivion after some time . the advent of internet ,E-books, e-mail, CD-ROM and other technological development are the main factors which force academic libraries and their librarians to change themselves as per the requirements of information age.

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Today we are living in an information age. Information is a vital resource which is needed for quality decisions, to perform our daily activities and professional duties. Due to the development of technology, information is available in a variety of information sources. Their use require some training and awareness of their characteristics. To survive in the internet age, the use of these information sources is necessary and if the persons dont know how to use them; what are their characteristics and importance, it can create problems for the society who want to be developed. Information is generated by the society so that it can be used for increasing the living standard of people. Society spend a lot of money, effort and time on the generation and processing of information. If information is used properly, the objective of society is fulfilled , but if citizens are unable to use it due to any problem, then the money labor and time spent on generation and processing of information is useless. In the modern age, a term is coined as information literacy, which emphasizes on creating awareness about the need, importance and use of information available in various information sources. It is considered that librarians, teachers and libraries should take actively part in information literacy programmes.

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Information literacy help society in enabling individuals to recognize when information is needed, where they should search for needed information , how they can find the required information, and how they can use the information for their betterment. In the present information age, one of the duty of our educational system is to create an environment of learning in which students can learn how to use the information resources effectively and efficiently. Academic libraries can play a significant role in creating an information literate population. They can provide the key access points to electronic and print information and can offer related training programmes to help in gaining necessary skills. Information, when processed well convert itself into knowledge. In the age of information explosion, there is the need of managing information. It is termed as Knowledge Management. Jants says that knowledge management within the libraries involves organizing and providing access to intangible resources that help librarians and administrators to carry out their tasks more effectively and efficiently . In the competition for resources and survival, academic libraries are forced to implement knowledge management to fulfill their mission.

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In the information age, each field of human activity is affected by technological developments. Academic libraries are also forced to adopt new technologies. Academic librarians of today should be aware of the fast developing latest trends which are to be followed. Computers are used by academic libraries since last some years. They are helping in house-keeping activities of library. When computers are used in academic libraries, they save a valuable time and effort of library staff. By their use, better library records can be maintained. One of the application of advanced technology, is in circulation activity in which bar-code technology is applied. It improves efficiency and quality and also saves time of library staff and usage. Computer technology had made possible the creation of many new types of documents. Electronic documents are acquired in computer format. They can be distributed by floppy disk, CD-ROM or communication link. Such documents can be browsed quickly using a computer. Over the last few decades, computer networking facilities have grown to a position of prominence as a mechanism to facilitate the effective and efficient communication of electronic data and information. Such networks form the basis for both in-house internet services and globally accessible public network like the internet. Knowledge of internet and other networks is

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essential for the librarians. They should know to search the internet. The traditional on-line system permit timely retrieval of information from large actually located bibliographic databases. Libraries can use the wide range of free information resources on the internet to enhance the local collections , either by downloaded from the net an d preserving it as a paper copy or in electronic format or by accessing it when required. Can internet take the place of library? This question is raised again and again. Libraries are collecting, processing and making available the information since long. They are the social institutions, which serve the society. Libraries spend a lot of money to maintain their activities. Society provide them funds, so that they can serve to society in an efficient way. On the other hand, internet is also providing information on free or normally fee basis, like as the libraries. If a person want to search information in the library , he has to go to library and search it. If catalogues are available, then he can search a book by author, title, or subject. But he may be disappointed when he reaches on the shelves an finds that desired book is not available there because it is issued to someone else.

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On the other hand , internet can be used at home or office at any time. No holiday, no off-season, or duty off time is there. Just one hit of search term can open a collection of desired documents in which desired information may be searched. But some problems are also associated with internet. Internet is not using the services of library professionals, so a maintained catalogue is not there. In this case , when we enter the search terms, a lot of sites are displayed , most of which are not relevant to search need. In fact, libraries and internet are providing same type of services in different conditions. Both of them can give better services in collaboration. E-book is another information resource which is available on-line. Electronic book or e-book has some advantages. They can always be accessible , regardless of time and place to be read on computers. They will never go out of print and new editions can be easily created. Academic libraries of developed countries are using them properly, but under-developed countries like India has a handful of libraries which are using e-books. In the information age, a new type of library has emerged which is called a digital library. It is generally described as an Organized and managed collection of information in variety of media but all in digital form. A digital library has a collection in which information is stored electronically.

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There are some advantages related to digital collections. They can be used for quality learning. If proper care is maintained , they can be conserved for a long time. A lot of space can be saved and in a little time, some copies can be prepared for the distribution. Academic libraries must pay careful attention to digitization. It will provide innumerable new opportunity to improve and extend teaching and research. In the modern world, when all of the products are adopting customization , then why not library product and services? Professional from other fields with library professionals are engaged in this debate. In the information age, information is considered as a valuable commodity. The person, institution or nation which has better information is in a better position. Information is generally considered as an economic resource because information play a very important role in production, growth and development of goods. It helps in decision making. It helps in increasing the level of general awareness of personnel and help in production. Information become knowledge when it is organized and processed well, Knowledge production needs investment of time, energy and cost. Like as other products, it is also needed by the society. It is the reason that now-a-

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days , a number of professionals are there who are engaged in marketing of information. Information is a new product from the marketing viewpoint. Therefore unless and until it is marketed efficiently, the promotion of flow or use of information would be almost minimal. Information marketing is needed due to following reasons :(1) Library spend a huge fund on collection, processing and storage of information resources and when the resources are put to very low use, it implies wastage of funds. For the promotion of the use of information resources, marketing is needed. (2) The potential users of information are not aware about the needed information, its source and location. Marketing helps users in locating their information and also help to library in achieving some revenues. (3) Unfortunately, libraries and librarians have not very good image in public and among employers. Most of the employers feel that librarians are not doing anything and they have the tendency to utilize them in other activities (?). If marketing is applied , the image of library and the librarians can be increased and by quality services, they can attract to users.

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Marketing is a managerial tool whose power has been largely unrecognized in the non-profit sector while being greatly exploited by the profit sector. But in modern age, it is considered that it is useful for nonprofit organisation also. Special libraries and information centers are using marketing since last some years. Now it is the turn of the academic libraries to adopt marketing so that they can achieve some revenues to run their services. Some areas of marketing in academic libraries may be photo-copy services/translation services, compilation and selling of biographies & bibliographies, microfilming, internet facility and computer training. It is the duty of academic librarians to search new areas of marketing of information products and services in academic libraries. In this way, libraries can give valuable support to society in providing quality information products and services so that the betterment of society can be ensured. Academic libraries have to restructure their activities in information age so that they can maintain their importance in changing situations. J.S.Mackenzie said that the librarians have to prepare themselves for the future libraries. Some of the features of future libraries described by them are as below :-

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(1) In the long term almost all information will be published and distributed in digital form. The services of the library will be based mainly on digital , networked information rather than on printed information or off-line digital products. (2) Users will access the library through the network. (3) Since most information will be stored on the network and many search , access & delivery systems will also be embedded in the network, the library can no longer depend on its internal resources. Emphasis will be on access rather than on the collection. This implies that the status of a library will depend on the quality of its services and support rather than on the volume and quality of its physical collection. Academic libraries also will be forced to move in the same direction. So, the present and future librarians of academic libraries have to learn the skills for maintaining academic libraries of information age so that they can give their active support to society and try to build a better informed community. It is the demand of information age that to survive and maintain their importance in the society academic libraries and their librarians have to think deeply. They have to restructure their activities and services so that they can achieve their mission of building a better knowledgeable community.

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REFERENCES: BOOKS: Algappa University, Emerging Thrust Areas in Library & Information Science,M.Phil.(Lib. & Info. Sc.),Algappa University, Karaikudi. Chopra,H S,Libraries and the Culture of Knowledge,Kanishka Publishers Distributions,New Delhi,2001. IGNOU,Academic Library System,MLS-04,IGNOU,New Delhi,1995. IGNOU,Library and Society,BLS-01(Block 1,2),IGNOU, New Delhi,1999. Rastogi,Umesh C (Ed.), Changing Dimensions in Academic Libraries,Lucknow Christian college,Lucknow,1989. Saxena,L S,Pustkalaya Aur Samaj ( in Hindi),Madhya Pradesh Hindi Granth Academy,Bhopal,1998. Sen,N B(Ed.),Development of Libraries in New India,New Book Society of India,New Delhi,1965. Sharma,A K, College Library Administration in India,Mahesh Jain,Delhi,1985. Singh,Ramshobhit Prashad,Pustkalaya Sangathan Evam Prashasan (in Hindi), Bihar Hindi Granth Academy,Patna,2000. Sharma,Pandey S K, Library Computerisation:Theory & Practice,Ess Ess Publications,New Delhi,1993

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Internet: Various Websites

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