Library PR in Soviet Style
The staff of the "Malookhtinskaya" Library during Soviet times demonstrated effective promotional strategies (then referred to as propaganda) that are still worth learning from. According to the report on efforts to attract new readers for 1956, special invitations to the library were printed at a local press. These invitations were distributed to residents of new buildings on Talsinskaya Street, Stakhanovtsov Street, and Perevoznoi Street (now a lane). A total of about 500 invitations were circulated.
Announcements about all major events held at "Malookhtinskaya" were posted at the nearby tram stop.
Additionally, the library established a close connection with the "Rassvet" cinema, which was located in the building of the former Church of St. Mary Magdalene on Malookhtinsky Prospect. (Unfortunately, this building has not survived to the present day.) Staff from "Malookhtinskaya" held discussions, lectures, bibliographic reviews, and, of course, provided information about the library's location and operating hours before movie screenings. These events were often thematically related to the films being shown.
Remarkably, many years later, this form of library promotion was revived. Today, "Malookhtinskaya" collaborates with the "Zanevsky" cinema, organizing various promotions and flash mobs. In 2019, before one of the movie screenings, an experimental presentation was shown on the big screen. Thus, young library staff, unaware of the previous generations' experiences, initiated a new chapter in the library's history.
The Mobile Library from Malookhta
The term "mobile library" might not mean much to modern readers in Saint Petersburg, especially the younger ones. However, this form of library service was once highly popular, including in our city.
In 1952, when "Malookhtinskaya" was located on what was then Far Eastern Prospect (now part of Novocherкасский Prospect), an agreement was made with Store No. 2 of Gorpromtorg to organize a mobile library. "Malookhtinskaya" was responsible for equipping and regularly updating the mobile library's book collection, while the store was responsible for the books' safety and provided an employee to work with readers. This employee was known as the mobile librarian.
Mobile libraries, designed to reduce the distance between books and readers, virtually disappeared in Saint Petersburg by the mid-1990s.
History of the Location
1944
In January, just before the lifting of the blockade of Leningrad, preparations began for the opening of a new library.
1945
The library's founding date is considered to be May 9, the day of the end of the Great Patriotic War. It opened to readers on September 20, and on October 24, it was officially registered with the political department of the Krasnogvardeisky District for cultural and educational institutions.
1949
The library moved from house 84 on Malookhtinsky Prospect to house 3 on what was then Far Eastern Prospect (later part of Novocherкасский Prospect). The children's literature collection remained on Malookhtinsky Prospect.
Malookhtinskaya Library
The "Malookhtinskaya" Library is one of the oldest libraries in the Krasnogvardeysky District, and its rich history is filled with many notable chapters.
The library's birthday is considered to be May 9, 1945, making it a contemporary of the Victory in the Great Patriotic War. Preparations for its opening began as early as January 1944, just before the complete liberation of Leningrad from the Nazi blockade. Even in the war-torn city, people needed books. The library was officially registered (under number 23) with the Krasnogvardeysky District Political Department for Cultural and Educational Institutions only on October 24, 1945, but it opened to readers on September 20 of the same year.
The "Malookhtinskaya" archive contains intriguing data about its earliest period:
- On its first day of operation, 12 people registered at the library.
- At the time of its opening, the library’s collection included 654 books.
- By 1950, the library had 12,807 books.
The "Malookhtinskaya" Library has changed its address several times. The first location was at Malookhtinsky Prospect, 84, one of the residential buildings in the architectural complex constructed between 1936 and 1941. The complex, known as "Quarter No. 26," was designed by the architectural workshop of Grigory Aleksandrovich Simonov, with contributions from Boris Rafailovich Rubanenko, V. M. Cherkassky, and possibly Oleg Ivanovich Guryov and Viktor Matveyevich Fromzel. The project for the quarter included provisions for cultural and recreational institutions, including a library. The scale, thoughtfulness, and novelty of the architecture of the quarter were noted in the press even before construction began. Quarter No. 26 is among the finest examples of Leningrad architecture created during the era of the best friend of Soviet architects. In 2014, the ensemble of six residential buildings in the Stalinist neoclassical style (or Empire style) on Malookhtinsky Prospect (opposite the Holy Trinity Alexander Nevsky Lavra on the left bank of the Neva) was recognized as a cultural heritage site of regional significance.
The library's first address gave it its current name, although the spelling changed over time due to fluctuations in orthographic norms. In archival documents, the library appears as "Malo-OkhtEnskaya," "MalookhtEnskaya," and finally "MalookhtInskaya."
In 1949, due to the expansion of the book collection, the library moved from Malookhtinsky, 84, where the children's literature collection remained, to Dalnevostochniy, 3. However, don't rush to find this address on the map. From 1940 to 1956, Dalnevostochniy Prospect referred to what is now part of Novocherkassky Prospect (from Respublikanskaya to Granitnaya Streets, more precisely, to the Connecting Line of the October Railway). The new premises provided to the library were larger, allowing it to be divided into a lending section, reading room, and children's section.
In 1955, the library moved to a newly built building at 40 (now 4a) Stakhanovtsev Street. In 1958, a children's library No. 4 opened there, and "Malookhtinskaya" settled at 61/20 Novocherkassky Prospect, where it operates to this day. Only the house number has changed over time to 49/20.
As of January 1, 2000, the library served 9,819 people, and its book collection numbered 93,199 volumes.
"Malookhtinskaya" was the first among Krasnogvardeysky District libraries to undertake a change in image and modernization. This was a bold step not only for the district's Central Library System but for the entire library community of St. Petersburg. In 2004, "Malookhtinskaya" was completely renovated in a trendy high-tech style according to a design by the renowned St. Petersburg architect Valery Anatolyevich Nefyodov. He was tasked with transforming the library into a modern informational and cultural space of a new format, clearly distinguishing traditional zones and a computer room (with all necessary equipment and internet access). The project drew on the experience of libraries in Finland and Scandinavian countries, with the architect focusing on restrained northern design, characterized by clean lines, a commitment to natural materials, maximum rationality, and functionality.
Regarding the configuration of functional areas in the library, it is noteworthy that the book shelves in the lending section are arranged in a fan-like layout, each visible to the staff member sitting in the center. In the reading room, mezzanines were created for part of the collection. Interestingly, the zoning of the library space is emphasized by its color scheme. The lending section and reading room are painted in the library’s official colors: terracotta and turquoise, respectively. Judging by visitors' reactions, the renovation clearly benefited "Malookhtinskaya" and became a new starting point in its work. The renovation was widely discussed in the library community and covered in the media.
In mid-2015, "Malookhtinskaya" introduced its new logo with an original "M," designed in the official colors, and a slogan clearly expressing the library’s concept – "Creativity. Development. Knowledge."
The priority of books in "Malookhtinskaya" remains unquestionable. Library staff work primarily on promoting reading and providing users with quality and necessary literature. Currently, the universal collection of "Malookhtinskaya" includes more than 80,000 copies of books, periodicals, and multimedia materials. The library also has access to many electronic resources, including full-text databases.
"Malookhtinskaya" is a library with history. All its staff, regardless of age, know when and for what it was created and strive to preserve the memory of the events of 1941-1945. In 2016, "Malookhtinskaya" opened a permanent exhibition dedicated to the Great Patriotic War, titled "The Library – a Contemporary of Victory." Thanks to concerned readers, this exhibition continues to be updated. This exhibition project has become a platform for many initiatives and events related to military themes.
Recently, the library has developed its own "Creative Cluster," which includes several unique art projects and programs. It hosts art workshops, art therapy sessions, creative workshops, and lectures.
Today, "Malookhtinskaya" staff oversee many of their own projects and a language club, conduct practical and educational courses, organize excursions, one-time events, courtyard festivals, and marathons, and participate in large-scale city and nationwide projects.
The main strengths of "Malookhtinskaya" are its modernity, openness, and multifunctionality. Free access to literature, a wide range of informational and reference services, multimedia spaces, a convenient computer complex, and a spacious conference hall – in other words, the library offers everything needed for creativity, development, and knowledge!
Additionally, "Malookhtinskaya" boasts an extremely advantageous location – just a five-minute walk from the Novocherkasskaya Metro Station. What better reason to visit a library that enjoys great popularity despite its long history? Especially since since 2016, its doors have been open to visitors of all generations year-round and without days off.