Schmidt and Rieck have taken the helm in steering media librarians on the safest journey through the turbulent waters many of us know as media librarianship. Schmidt and Rieck have respectfully edited Charles W. Vlcek and Raymond V. Wiman’s original text (Managing Media Services: Theory and Practice, Libraries Unlimited, 1989) bringing it as up‐to‐date as a print source can be, especially in today’s changing multimedia world.
The book serves media specialists in all areas, whether it be public schools, universities or the corporate sector. The authors deliver solid, practical advice as well as the theoretical and historical foundations. In fact, the first five of the 18 chapters deal with media basics, from the beginning. One might quibble as to whether media librarians really need to know about prehistoric man’s use of visual materials and the history of media importance and development in the thousands of years following – however, if one considers this as a textbook, as I did, then one can see the authors’ intent.
Each chapter in the book begins with a list of objectives, giving it a textbook or manual feel. They conclude with a “Suggested activities” list, References, Media resources and Selected bibliography. There are numerous Appendices at the end of the book including examples of a Client needs assessment questionnaire, Media selection policies and Media center standards and recommendations.
There are close to 100 reproduced forms, survey materials, flow charts, and other visual materials to illustrate and lend credence to the straightforward text in each chapter. When they talk about how to circulate media materials, they include a typical form. The very important area of space considerations and facility layouts is well covered with useful and easy to read drawings and diagrams.
Some of the chapter headings include such all‐encompassing areas as “Managing personnel”, “Managing budgets”, “Evaluating media services programs” and “Reaching distant learners”. To the authors credit they include a chapter on “Communicating” – an often‐overlooked aspect in any management situation. The chapter on budgets is very thorough and detailed, demonstrating how to develop one, as well as definitions of the variety of ways to do so: lump sum and line item budgets, zero‐base budgeting, formula and program budgets all defined clearly and effectively.
The only disappointment for me was in the chapter on “Professionalism” where the authors promote professional associations, conferences, workshops, seminars and their importance in giving the media manager that all important avenue to networking. It would have been nice if they had at least mentioned a couple of the most well known organisations such as Consortium of College University Media Centers (CCUMC), Association for Educational Communications & Technology (AECT) and National Association of Media and Technology Centers (NAMTC).
As I read the book I had two divergent thoughts. As one who has been a media manager for ten years, I felt that kind of jaded “okay, why don’t they get on it with it”. But as someone whose academic background didn’t prepare me to be a media manager, I also found myself in awe of such a comprehensive, well thought‐out text, and wished I had had it in my hand the first day I walked into my media centre.
