One trend I continue to notice is the advertisement of free activities. Ocean City Maryland, for example, is running an ad campaign called 100 Free Things to do in OC. Though these activities have been in existence for a long time, it is only recently that they are highlighted as free. Similarly, one of my new favorite “parenting” magazines FamilyFun is focusing on the “free-ness” of their activities as well. I think libraries and academic institutions should follow suit, and re-brand themselves–at least for the moment–with a focus on “free-ness.”