Connecticut Libraries - Volume 26 - Number 12 - Video Cassettes

Sep 29, 2026

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Connecticut Libraries (Connecticut Library Association publication) argues that videocassettes in the early 1980s dramatically increased non-reader use of libraries, boosting registrations, circulation, and daily transactions. It describes operational pressures on librarians, changing patron expectations, and the tension between mainstream, sex-and-violence titles and the library’s opportunity to build higher-quality collections. The text supports broader viewing through curated “twofers,” cites Greenwich statistics, and recommends acquiring diverse, educational, and classic works rather than relying on circuits.

LanguageEnglish

CategoryLifestyle

FormatPDF

Pages9

Reading Time14 min

AccessFree to download

Connecticut Libraries

Volume 26 Number 12

The Videocassette Success Story

Statistics and Demand

Quality vs. Mainstream Titles

Twofers and Broadening Interests

Circuit Limitations and Acquisition Strategy

Connecticut Libraries A publication of the Connecticut Library Association Volume 26 Number 12 Once upon a time in libraries far away,worried librarians agonized over whatthey could do to get the non-reader tocome into the library.With circulationdropping they tried everything from loan-ing tool kits to gerbils.(Custodiansgrumbled,"I'm not cleaning out thatgerbil cage,it's not in my contract.”)Wewere treated to an unending parade ofstory hours,film programs,records,cas-settes,lending art,computers,and mimeshows,all designed to get a few more peo-ple to come into the building. Well,along about the early Eighties some-thing came along that got the non-reader-user into the library with a vengeance:the videocassette.It was a guaranteed suc-cess story that sent new registrations andcirculation figures soaring!It also sentlibrarians,used to the genteel hush andwhisper,around the bend to the push andshove of video work.Video has madelibrary work look less like Minnie EarlSears and more like Sears and Roebuck.Viewers,in their demand for the fewavailable videocassettes,put librarians tothe test. The first thing to go was the idea of thelibrary as a privileged sanctuary whereyou dea with nice patrons.The videoborrower often lays claim to not havingused the library in 30 years and then,after procuring his new card,can't under-stand why all the tapes on your list aren'tthere for the taking.He fails to realizethat there are thousands like him,all buy-ing a new VCR and then turning to thelibrary to get tapes. Some statistics from our own experience...Video circulation at the GreenwichLibrary went from 10,000 to 27,000 to 55,000 in successive years.Monthly videocirculation ranges from 3800 to 5500,and the number of people coming intothe library has increased by about 5000 amonth.On one day last summer,theVideo Department handled 309 check-outs and 253 checkins,a total of 562transactions,or one every 55 seconds.Some tapes have been borrowed as manyas 300 times;the demand never drops.Whereas with a book,once demandceases,that's it.The book either gets dis-carded or gathers dust with fellow multi-ple copies on the shelf.The Greenwichexperience is not unique.From all ac-counts,other libraries with video collec-tions are experiencing the same kind ofdemand. In response,librarians are grabbing up allthe current stuff that people get in thevideo stores-Dirty Harry,Risky Busi-ness,etc.Viewers want movies that areless than three months old,in color,andloaded with sex and violence.Film li-brarians,used to plunking down $2500for a leased 16mm print of a film,nowfind they can buy about 40 features onvideo for the same money;they get morebang for the buck.Gorged with new dol-lar power,librarians have let down theirguard and are catering to this demand by,in many cases,buying the lowest com-mon denominator.This is a mistake.IfPorky's was a lousy movie,it isn't goingto be a better videocassette.But the pres-sure to buy it is there because patrons seethese tapes in the video stores. Librarians have a golden opportunity tobuy tapes of superior quality and tofilla vacuum by collecting in areas otherthan just the latest "splatteratti"(Variety's word for the blood and goreaficianados)effort.Video stores couldn'tcare less if they're selling shoes or tapes;they carry whatever sells.They'd ratherhave 25 copies of Porky's than oneCitizen Kane,and this is understandablebecause Kane won't make them anymoney.But making money is not a li-brary's primary concern(at least not yet,thank God).We can make a qualitativedifference.We can carry things likeBerlin Alexanderplatz,Nova,Grand IIlusion,Meet Me In St.Louis,documen-taries,how-to,language instruction,travel,Shakespeare-in addition to main-stream entertainment. December 1984 Granted that right now all most peopleseem to have on their monomaniacalminds is feature film entertainment;thisgoes hand-in-hand with buying a newVCR.But after viewing their 35th feature,they will begin to notice that there ar

FAQs

Why did videocassettes change non-reader engagement in libraries?

They provided a guaranteed success that brought new users with strong demand, leading to higher registrations and circulation figures.

What challenges did videocassette popularity create for librarians?

Patrons had higher expectations and sometimes questioned why requested tapes weren’t available, creating pressure through frequent check-outs and shortages.

How does the document recommend libraries improve what they offer beyond latest mainstream films?

It urges collecting superior-quality and diverse materials—educational, documentary, language instruction, travel, and classics—while using “twofers” to broaden viewers’ interests.

Sep 29, 2026

Upload by Marglet