The Australian Library Journal

Copies direct: an innovative service from the National Library of Australia

Roxanne Missingham, Margarita Moreno and Anne Xu

One of the great challenges for the National Library of Australia is to enable individuals, whatever their institutional affiliation, and wherever they are, to access copies of material from the collections. Copies direct was developed to enable online ordering and payment for copies of material, regardless of format, and has already increased use of the collections. This is consistent with the Commonwealth Government Online strategy, based on developing more and better services online to overcome barriers of distance and access and to meet more effectively the real needs of individuals, organisations and enterprises. Through online access Australians are better able to obtain services from agencies, in this case access to their national documentary heritage. This paper describes the development of the service, its technical infrastructure, issues considered in its development and includes a report on an evaluation undertaken in 2004.

Manuscript received May 2005

This is a refereed article

Introduction

As a sector we need to look at the services we are providing to our users from the user perspective. We must move away from systems and services that can be used comfortably by library staff but that leave our users bamboozled and ultimately dependent on the mediation of library staff to find and get information resources. (Opening address by Jan Fullerton, Director-general, National Library of Australia, National Resource Sharing Forum, 11 November 2003, Canberra, Australia.)

The National Library of Australia, in its key statement of aims and objectives, Directions for 2003-2005, espouses the simple philosophy of making it easy for users to find and to get information resources. This is, however, a fundamental shift in direction away from services that have hitherto been developed by librarians for librarians, or at the very least, for library users with an advanced awareness of what was possible. With search engines offering quick and simple access to information via the internet, the National Library has adopted a new approach to its services in order to provide users with easy and direct pathways to reliable and authentic information resources. This is reflected in the redesign and redevelopment of the Library's web services and the development of new online services. The new services are underpinned by the collecting and creation of digital content, with a shift in emphasis from discovery to delivery.

The Library has an important role as a major centre for scholarship and research, with Australian and international collections essential to the pursuit of knowledge and innovation. It has built a national collection of material in its many forms over two centuries. As a major cultural institution, it is required to meet long-term objectives such as building its collections whilst evolving to meet the changing needs of customers. Given that the client base is broad and diverse, and that it serves an Australian community of many cultures, consistency and continuity are important, and much of its strength has been achieved through cumulative actions and strategies over considerable periods.

Its central location in the capital of Australia, Canberra, has limited physical access to its services, but Australian libraries have used traditional interlibrary loans to mitigate this. The World Wide Web and other developments in internet technology have provided the Library with a mechanism for successfully overcoming the barrier of distance for individuals for the first time, assisted by the fact that Australians have been rapid adopters of the internet. In 2003, 53 per cent of Australian households and 58 per cent of individuals had a personal computer with internet access. Australians have embraced the internet as an information resource and have come to expect to find the information they need online. The National Library of Australian is the largest net lender in the Australian interlibrary lending system, supplying approximately 52 000 loans and copies to libraries and 2188 Copies direct to individuals in 2003/04.

In developing and expanding its services, the Library has taken several key environmental and behavioural factors into account:

• Users will increasingly seek information online and they will not care who holds this information.
• Users will want fast and easy access to information regardless of its location or source.
• Users will increasingly want to satisfy their information needs without mediation by librarians.
• Search engines will provide more efficient search capabilities, creating user expectations that information resources should be able to be located with minimum effort.
• Users will not persevere in their efforts to locate information in libraries if the task is too difficult in comparison to 'googling' on the internet.

In order to support the getting of information resources once the user has located an item in the Library's collection, two major service developments have been delivered to support onsite and offsite users. For those who will use the collection onsite an electronic call slip facility allows users to request a copy of an item from the Library's closed stacks for use in a reading room. This can be done onsite or from the user's home, place of work or study. For users who cannot visit the Library in Canberra, there is the Copies direct service.

Copies direct is an example of the importance given by the Library to making its collections and services available nationally. It provides a single entry point for users requesting a copy of any item in the Library's collections. A simple web-based form is used to request copies of journal articles, chapters of books or in some cases whole books, pictures, maps, manuscripts, sheet music and oral history transcripts and tapes. The electronic call slip facility and the Copies direct service ensure that the user has the option to get the item they need.

Developing the Copies direct service

Copies direct aims quite simply to be a fast, easy and inexpensive way to get copies of articles, chapters of books, photographs, pictures, maps, manuscripts, music, sound recordings and much more. Any individual or library can order copies from the National Library's collection through it, and it includes copies of material from all collections - printed material, oral histories, pictures, manuscripts, maps or audio material. Copies can be made from electronic resources, provided this is allowed under the licence. Copies can be made under the fair use provisions of the Copyright Act 1968 (Division 3 part 3 and Division 4 part 6); the library supply provisions (section 50) and may also be made of material which requires payment of a copyright royalty under an agreement between the Library and the (Australian) Copyright Agency Limited (CAL). Material can be supplied in a range of formats and the most popular is digital with the advantages of speed and flexibility from home, work or educational institutions.

The user is charged the Australian standard interlibrary loan fee and has a choice of delivery mechanisms: electronically via e-mail or CD, by fax or by mail. The standard fee is contained in the Australian InterLibrary Resource Sharing (ILRS) Code which is reviewed regularly. Only the administrative costs of interlending/document supply are charged. Section 49 (3) of the Copyright Act clearly does not allow the library to make a copy if the charge posed by said library 'exceeds the cost of making and supplying the reproduction'.

The service was developed to implement the Library's objective to facilitate access to the collections by all Australians and it was a complex process: for example each of the eight reading rooms in the National Library had used a variety of forms and workflows for the supply of copies, each was different and the majority were not available electronically.

The goals were to provide a 'one-stop shop' where individuals and libraries, both in Australia and overseas, could request copying of documents from the National Library via the internet and to improve the efficiency of the document supply service of the Library. This has been done by creating and implementing a single web-based, user-friendly request form, streamlining the document production and delivery processes, and reconciling the charges of the document supply services applied in different areas of the Library.

The project had four objectives.

1. Design a single web based, user-friendly form for all requests including requests for copying of articles, music, pictures, maps, manuscript material, and oral history material that are permitted under the Copyright Act, by the creators of the documents and by agreement with CAL.
2. Redesign the workflows of document delivery in Document Supply Section and related reading rooms.
3. Update all affected web pages on the web site of the Library.
4. Train staff to adopt new working processes and procedures.

There were four critical components of the project.

• Support from the top of the organisation.
• Detailed consultation with all reading rooms/document supply areas.
• A focus on increasing the efficiency of the operation of supply services.
• A commitment to delivering a one-stop shop ordering service online through the web.

The project comprised three major stages. In the first, a small team engaged in discussion with staff in each reading room, describing the objective of the project, agreeing to issues that required investigation and discussion and ensuring that consideration was given to the needs of each service point without compromising the goal of a fully online service. The focus of the consultations was in identifying common processes, understanding any special issues in relation to supply of material such as maps and manuscripts and finding solutions to establish, as far as possible, a single process from the customer's point of view. These consultations occurred at all levels in the Library. A model was defined for the service, which included:

• a single form to enable users to make requests;
• access to this form from the catalogue and a separate web page on the National Library's site;
• routing of requests to individual areas;
• centralisation of document supply processing and copying wherever possible; and
• an evaluation mechanism for users to provide feedback.

The second stage of the project involved resolving issues such as how to streamline workflows and comply with the copyright provisions in an electronic environment. The major legal issue addressed in the project was that of digital signatures, which enables a user to request a copy without having to submit a signature in handwriting, under the provisions of the Electronic Transactions Act 1999. The final wording on the request form, which is attached, meets the requirements of the Copyright Act. The other significant challenge was the processing of payments, but the Library had already implemented a secure server so that processing of payments could be fully automated.

Finally the online form and service was developed, its complexity reflecting that of the project as a whole and including:

• inputting the form for requests, taking into account any special requirements based on type of material;
• electronic messaging of this information to staff in the Document Supply Section, with a copy sent automatically to the user;
• recording all data in an Oracle database;
• establishment of a central contact point in Document Supply for enquiries;
• training of staff in Document Supply and Reading Rooms;
• integration with financial processing; and
• agreeing workflows and standards.

After considerable testing the service went into production in October 2002 and has been subject to regular updating to improve the form and service. An upgrade was implemented in March 2004, enabling users to request copies of images through the service. The next major development will occur after implementation of a software system which fully automates the Library's document supply service. Copies direct requests will then be sent directly to the automated document supply system.

Copies direct in operation

Copies direct enables users to request copies from the Library's catalogue. This was implemented in December 2003 with the launch of the Voyager system. When a user finds a record of a resource that they wish to order a copy of, they click the 'Copies direct' option on the summary or Librarian (MARC) display screens.

Diagram 1: Requesting from the National Library catalogue

The order form then appears in two parts. The first screen (Diagram 2) includes bibliographic details transferred automatically from the catalogue and the customer indicates the format they prefer.

Diagram 2: Copies direct form

On the second screen three sections - copyright declaration, contact details of the requestor and payment details - need to be completed. Context-sensitive help is delivered to assist the user in filling out the form. Once the form is completed and submitted the request is transmitted to the Document Supply Service/other ILL unit for action and a confirmation e-mail sent to the user.

Requests may also be made through a form on the Library's web site.

Diagram 3: Copies direct web page

In addition, a small number of academic libraries provide links to Copies direct from their document supply web pages to enable individuals to order directly. Searchers using the RLG RedLightGreen service are provided with a link to Copies direct for all material held by the National Library of Australian through the hyperlink to the Library's catalogue. Libraries Australia, the service providing search access to the Australian National Union Database, includes options for searchers to 'get' resources. It is used by over 1000 Australian libraries and available to end users in most academic libraries. Copies direct is included as an option for all the resources which are held by the National Library.

Copies direct: under the bonnet

The technical architecture of Copies direct involves the following:

• web form;
• messaging of all new requests to Document Supply;
• recording of all information in an Oracle database;
• reporting;
• Delivery of copies through Ariel web publishing.

A diagram of the architecture is shown below.

Diagram 4: Copies direct architecture

Users of the service

The service has been engaged by Australian and overseas users. Analysing all requests from January to December 2004 reveals that:

• Approximately 77 per cent of requests are from Australians: 63 per cent from metropolitan areas, 34 per cent from regional and 3 per cent from remote Australia. These ratios reflect the general spread of the Australian population.
• Australian user distribution by state:
  • New South Wales 33 per cent
  • Victoria 23 per cent
  • ACT 20 per cent
  • Queensland 9 per cent
  • Western Australia 9 per cent
  • South Australia 4 per cent and
  • Tasmania and Northern Territory 1 per cent each.
• Overseas users were from every continent and constituted 23 per cent of total requests.

The service has been successful in reaching a wide range of users within Australian and around the world.

Evaluation

The Library has evaluated Copies direct measuring use of the service, a study of users and feedback through a '60 second' survey.

Usage results

The Library has received 5019 requests since the service commenced in November 2002, an average 180 per month with a steadily increasing trend.

Chart 1: Copies direct Usage

User study

A study of users was undertaken in mid-2004 by an independent organisation. The survey comprised online focus groups of researchers and the general public, and an online survey. One hundred and twenty-two individuals responded to the survey. The sample included researchers, commercial users and non-researchers; individuals from all states and overseas; and regular and infrequent users.

In summary the study found:

• Type of user and use Over half the users (52 per cent) use it for their own interest, 21 per cent for family history work, 46 per cent use it for their work, 20 per cent for academic purposes and 26 per cent for commercial work, and 24 per cent use it for publication (multiple answers were allowed in this question).
• Usage is occasional and increasing The majority of users (74 per cent) use Copies direct only occasionally. Only 27 per cent use the service on a regular basis. Of these regular users, 16 per cent use it every 2-3 months and 11 per cent use it daily, weekly or monthly. Usage was increasing for some libraries - 34 per cent reported an increase usage and 7 per cent reported decreasing usage in the last 12 months. A substantial proportion (58 per cent) have been using the service for a year or longer and are more likely to be regular users. Recent usage of the service is common, with 31 per centof respondents using it for just a few months. This is most probably related to easier access with the new catalogue.
• Knowledge of the Library's collection is the key to improving use Increasing awareness of the Library's collection through the service has the highest impact on usage. Forty-eight per cent of users increased usage, due to being more aware of what is available in the collection.
• Users are generally highly satisfied 90 per cent satisfied with delivery times - most comments however indicate that users would like the turnaround time to be quicker. Ninety-seven per cent are happy with the service. More than half (53 per cent) are very satisfied.
• The value of the service is the access to the Library's collection and its excellence and convenience The main reasons for recommending the service are the excellence of the service (30 per cent), and the convenience (21 per cent). Users commented on the advantages of being able to order from wherever they were located. Only 78 per cent are satisfied with communication from staff and 78 per cent are satisfied with the order form and there is a sense that users feel it has improved.

Comments from users were generally enthusiastic:

'The online order form is pretty good now, and SOO much better than having to fax everything in triplicate somewhere like some libraries still do.'

'I am very satisfied. It's cheap, quick and easy. It's a service I couldn't get through my local library so I just go straight to Copies direct.'

There are a number of areas identified for improvement and increasing use and satisfaction:

• Knowledge of the Library's collection and the advantages of the Copies direct service By promoting the service and the range of resources collection usage could increase. Future investigation should also identify the communities to which promotion could be targeted, possibly including family history, law and the public service.
• Technical improvements Ongoing improvements to the web form and the development of regular e-mail updates or a system which enabled customers to check progress would meet needs identified in the survey. Electronic delivery of files was also identified as an area for work because of problems experienced with file transmission and file sizes.
• Marketing and communication The service was relatively quietly launched and has so far been promoted primarily to National Library users through e-mail, the web site and newspaper advertisements. It has also been promoted to libraries through presentations at library conferences. Libraries have expressed interest in referring requests they receive but which they are unable to fill. A start has been made on marketing with a bookmark and a page in the Document Supply brochure. In 2005 the service was promoted through relevant journals and direct marketing to the health community and independent researchers. This community was chosen as a 2002 survey indicated that there was high usage of health and medical resources and discussions with other health information services reveals an unmet demand for access to conference papers, journals and other materials held in the National Library. Information was also supplied to public libraries for inclusion in any Australian Library and Information Week displays and promotions. The communication strategy is being evaluated in late 2005.

Conclusion

Copies direct has proved to be an effective service for those wishing to obtain copies of material in the National Library's collections. Any library interested in developing a similar service should consider the following points when planning an online ordering service.

• Determine stakeholders and consult on the scope and nature of the online ordering services to develop a clear agreed vision - for Copies direct this involved consultation with managers of all reading rooms and Library curators. The 'Information Australia' pilot project with public libraries (providing end user requesting to the collections of five public libraries and the National Library) was also an excellent means of determining the expectations and needs of end users (Missingham, Wilson and Smith 2005).
• Review all workflows to enable the most efficient processes to be implemented.
• Develop an IT plan including an architecture which will integrate with existing local systems - catalogue and any automated interlibrary loan system.
• Test extensively and regularly.
• Promote to user groups with training and regular information activities.

The development of Copies direct was a valuable step towards providing a better delivery service for National Library users. Future developments include:

• implementation of self-checking and automated reports;
• integration with an automated system for document delivery/interlibrary loan;
• considerable marketing and communication work, and
• promotion to libraries for links.

The aim underpinning these developments will be to better inform users about resources which are available electronically and through their library.

Copies direct has proved to be a model for other libraries and interest has been expressed by a number of Australian libraries which are now planning to develop similar services. The next major change will be the automation of interlibrary loans. This will no doubt bring new challenges but it is expected to streamline some of the current manual practices.

Perhaps most importantly, the service has provided a means of increasing access to the Library's collection. While initial use of the service was small, its usage grew by 132 per cent in 2004/05 with relatively little publicity. The resources which have been requested through the service reflect the National Library's collection strengths in the humanities, social sciences and Australiana, quite a different profile to the traditional service to libraries. It is integrated into the Library's catalogue and Libraries Australia, fulfilling a vision of a single integrated workflow from a user's point of view, and removing the barrier of having to copy information and paste it into e-mails or other requesting services.

Overall the service is an important step in delivering the Library's vision of access to the collections for all Australians: by enabling Australians to order copies easily from the collections it opens up access in a new way.

References

Australian Bureau of Statistics (ABS) 2003, Measures of a knowledge-based economy and society, Australia, information and communications technology indicators, http://www.abs.gov.au/Ausstats/abs@.nsf/0/7599F94FFDBADCCBCA256D97002C8636?Open.

Copies direct web page, http://www.nla.gov.au/copiesdirect/index.html.

Department of Communications, Information Technology and the Arts 2000, GovernmentOnline: the Commonwealth government's strategy, http://www.agimo.gov.au/publications/2000/04/govonline.

Missingham, R, Wilson, F, and Smith, J (2005) 'Evaluating the public library portal', paper presented to the Information Online 2005 conference, Sydney, http://www.nla.gov.au/nla/staffpaper/2005/missingham1.html.

National Library of Australia 2005, catalogue. http://catalogue.nla.gov.au/.

RedLightGreen 2005, http://www.redlightgreen.com/.

Biographical information

Roxanne Missingham is Assistant director-general, Resource Sharing, National Library of Australia and shortly to become parliamentary librarian. She has a strong interest in resource sharing and digital library services.

Margarita Moreno is Manager, Document Supply Service, National Library of Australia. She is a member of the IFLA Section on Document Delivery and Resource Sharing and ALIA's Expert Group on Interlending.

Anne Xu is a Senior librarian Document Supply Service, National Library of Australia and her career has spanned special libraries and the National Library. She has worked in reference and interlending.