This may not shock you, but it surprised me and thank you to Nottingham County Council libraries and the local pub for providing the information ….. let me explain. Nottingham had a major problem, they were finding it difficult to attract youth into their libraries. They found that youth preferred the pub to the library. Therefore when it comes to target marketing, the pub was the obvious place to go. The marketing arm for the library service had two challenges, how to get the attention of a youth in a pub. Plus create a win:win situation for publican and librarian. The answer was a beer mat, the library developed beer mats and offered them to local pubs. This provided the pub with a local feel and free beer mats and the youth market was presented with a message in a surprising place. Todate they have produced three styles of beer mats, one to coinside with the World Soccer finals and then one on Band Aid concerts plus one on Casanova. I think this is an excellent example of target marketing that has encouraged the library and librarian to get out of the library and to meet their potential consumer. Well done to Nottingham and the team.