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Purpose

The purpose of this article is to raise awareness of current and quite possibly emerging trends in the marketplace with the potential to affect reference service, those who provide it, and those who educate future service providers.

Design/methodology/approach

Deconstructs a job posting for “Web researchers”.

Findings

This article notes that the knowledge, skills and abilities that ensure success in the reference environment are also critical in the electronic information environment.

Originality/value

Reinforces the value of the conceptual and practical foundations of reference, while at the same time establishing their reach and relevance beyond library walls.

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