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Fall 2003 • page 40 EVANS Super Searchers on Madison Avenue by Grace Avellana Villamora like what they see? What won’t they like about it? What will turn them off? When you go to the store to buy a toaster, but end up buying a spanking new DVD player, ask yourself this question: Who was the crafty researcher who supplied the necessary information about your psyche to the shrewd account manager who put together the perfect ad about the DVD player you just purchased because you had to have it? Maybe it was one of the professionals in Super Searchers on Madison Avenue. They certainly know and use the resources; that is what this book is about. Super Searchers is a series by CyberAge Books and is edited by Reva Basch. Just released this year, this particular book focuses on advertising and marketing and is comprised of interviews with 13 researchers from companies all over the United States. Some have built their libraries from the ground up, some have targeted and developed areas that have had little attention until recently, such as the Hispanic market, and some continue to organize better intranets and training for their customers. In a world of I need it by this afternoon, researchers for adverting and marketing firms need to be fast, knowledgeable, and able to get to the heart of any inquiry. So why is a book about advertising and marketing research a good resource for business and finance researchers? Because advertising research can and does involve all aspects of trends, cultures, needs and interests. Kristine Larsen Spanier from Carmichael Lynch had to research and compile a list of five future Fortune 500 companies from Minnesota. Liz Aviles of UPSHOT found out that in 2001, Oreo cookies celebrated its 100th anniversary. While your coworkers may not care about divination and snacks, the resources these professionals used are the same that business and finance researchers use. The nature of fact finding doesn’t have boundaries. There are over 300 Web sites listed in Super Searchers on Madison Avenue; many may be familiar, but there are sure to be some that are not, and may come in handy in future searches. The professionals in Super Searchers all love doing research and finding answers; that is one commonality that makes their knowledge valuable across a wide range of professions. Another reason Super Searchers is a practical resource is the discussion on compiling Business & Finance Division Bulletin • number 124 information into a useful report that others can use. While the key may be accuracy, the coat hanger that opens car doors is a valuable topic. Interviewing requesters about the topic in question will always help refine the request maybe, when needed, you could even break through the window with the help of others in chat rooms or by guiding the requester to a certain Web site. The professionals in Super Searchers stress the importance of finding good search engines, utilizing Web and print resources, and keeping an eye out for new resources. All strategies successful researchers use religiously. Super Searchers on Madison Avenue is well organized and a good resource for advertising and marketing professionals. It also has many possibilities of being helpful for researchers of the business fields. All researchers find themselves in the situation of having to rethink a request or reevaluate what information is really needed. A book like Super Searchers can provide some inspiration to think creatively, or at the very least, remind us that we are not alone in the deadline crunch that is research. DIANE EVANS Diane Evans is a freelance writer in Chicago, Illinois and can be reached at devans006@aol.com MENTORING Learn more about the Business & Finance Division’s Mentoring Initiative at a lifelong learning experience www.slabf.org/mentor1.html
HAL KIRKWOOD Purdue University Hal Kirkwood, column editor kirkwood@purdue.edu A CONVERSATION WITH RUTH PAGELL Business & Finance Bulletin • Number 124 Fall 2003 In another installment of Hal Kirkwood’s column, “Talking Business Information,” we get to meet Ruth Pagell and visit in Bangkok. As well as an experienced traveler, Ms. Pagell is the Executive Director of the Goizueta Business Library at Emory University. Please make suggestions or requests for specific interviewees, or general categories, to kirkwood@purdue.edu. —H.K. Ruth A. Pagell is the Executive Director of the Goizueta Business Library at Emory University. This is Ruth’s tenth year at Goizueta. She obtained her Masters of Library Science from Drexel University. She started out at Cherry Hill Public Library in New Jersey. She then spent time at Drexel University as the general reference librarian and then as business librarian. After Drexel, she moved across the street to the Lippincott Library of the Wharton School at the University of Pennsylvania where she started out as online coordinator and ended up as associate director. She took one year off while at Lippincott to be an ALA/ USIA Fellow in Bangkok. Under the tutelage of Mike Halperin, Director of the Lippincott Library, she began writing, and then speaking as well, and also obtained her MBA from Drexel.
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