Pride and Prejudice Presentation
Published on: Mar 4, 2016
Transcripts - Pride and Prejudice Presentation
Pride and Prejudice: A 200-Year Affair Page 1
Pride and Prejudice: A 200-Year Affair
Goucher College Library Exhibit and Events
January 26, 2013 – July 27, 2013
Pride and Prejudice: A 200-Year Affair Page 2
Needs Assessment & Planning
In January 2013, the Goucher College Library launched a comprehensive marketing campaign for “Pride and Prejudice: A
200-Year Affair,” an extensive exhibit and event series in honor of the bicentennial anniversary of the beloved Jane
Austen novel. The library serves the community of Goucher College, a private liberal arts institution dedicated to
providing a multidisciplinary, international education to its approximately 2,000 students. The library has articulated its
mission as supporting the intellectual efforts of the Goucher community and fostering creativity and collaboration across
In 2009, the library moved to its current campus home in the Athenaeum, the college's newly constructed flagship
building, gaining significantly improved facilities to showcase Goucher's special collections. Once relegated to a
subsection of the old library basement, Goucher’s special collections are now safe, secure, and well conserved in a space
that allows for increased visibility and use. Perhaps foremost among these assets is the largest collection of works in
North America by and about Jane Austen and her times. The 200th anniversary of the publication of Pride and Prejudice
provided an extraordinary opportunity for the library to broaden recognition of this world-class collection and to
increase the visibility of Goucher's special collections in general.
Our campaign, “Pride and Prejudice: A 200-Year Affair,” was designed to meet the following goals:
Goal 1: Increase campus-wide awareness of Goucher's Jane Austen collection and its scope.
• Objective 1: Advertise through all available campus venues: events calendars, posters, emails, etc.
• Objective 2: Work with professors in related disciplines, such as English and Dance, to encourage interest in
• Objective 3: Collaborate with faculty members, the Development and Alumnae/i Affairs Office, and other
campus offices while planning events.
Goal 2: Increase awareness of Goucher's Jane Austen collection in greater Baltimore as well as nationally.
• Objective 1: Receive significant, in-depth coverage from at least one national news outlet.
• Objective 2: Identify key constituencies and individuals in Baltimore to invite to the opening reception and
• Objective 3: Disseminate communication materials to local libraries and bookstores.
Goal 3: Increase student involvement in Goucher College Library activities.
• Objective 1: Market library events more aggressively to students, using marketing strategies to which students
tend to respond, such as Student Government Association emails and posters in high-traffic areas.
• Objective 2: Meet with members of student clubs and the Office of Student Engagement to research the type of
events that are most popular with students.
• Objective 3: Increase student participation in events from an average of 40 students per event to an average of
60 per event.
The library’s Outreach Committee—comprising exempt and non-exempt employees as well as a volunteer from the
Friends of the Library—was integral in establishing and carrying out these goals. Committee members were able to
provide attendance figures and general feedback concerning content from previous library events, enabling us to set
realistic goals for this campaign. The committee worked closely with Special Collections & Archives staff to plan events
that would relate closely to the exhibit while appealing to our target audience.
Our target audience included current students, faculty, and staff; alumnae/i; potential donors; local community
members interested in books and literary topics; and the broader community of Jane Austen enthusiasts, especially
members of the Jane Austen Society of North America (JASNA). To reach this wide, multigenerational audience, we
endeavored to use a combination of traditional print media and digital social media.
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We had a limited budget for the campaign, but were lucky enough to be able to draw from endowed funds specific to
our Jane Austen collection to fill in budget gaps. The largest part of our budget went towards the exhibit itself, mostly
for materials reusable in future exhibits. The second largest item was for the opening reception, to which we had
invited many special friends and donors. We deployed students and volunteers in exhibit and event planning, and
utilized free digital media sources to decrease printing costs.
Implementation and Creativity
Our implementation process involved a broad mix of library staff and other campus partners. The professional and
student staff of Special Collections concentrated on the construction of the exhibit and its accompanying blog, and
worked with the college librarian's office to coordinate group visits and events. The Library Outreach Committee
focused on planning and carrying out events designed to engage the student body in our celebration.
Primary among our campus partners was Dr. Juliette Wells, an associate professor of English and Goucher's resident
specialist in Austen studies. An integral part of the planning, promotion, and implementation of this campaign, Dr. Wells
also gave several talks in the Mid-Atlantic region, during which she was able to publicize and hand out bookmarks
highlighting our campaign.
We worked closely with Goucher's Office of Communications to create needed print media materials; with the Office of
Development and Alumnae/i Affairs to engage potential donors and coordinate efforts in conjunction with college
reunion events; and Goucher's Events and Conference Services to reserve spaces and cover audio-visual needs. The
Library Outreach Committee collaborated with the Office of Student Engagement and the staff of Preface, our student
literary magazine, in planning our movie-screening event, as well as determining the kinds of advertising to which
students best respond. We also consulted Dance Professor Dr. Chrystelle Bond in planning our Regency dance event.
In terms of identity and design, we retained the distinctive “Jane Austen at Goucher College” brand that has been used
for materials related to the collection since 2000, maintaining the title “Pride and Prejudice: A 200-Year Affair”
throughout the campaign. As a unifying background graphic for bookmarks, posters, and blog posts, we used the image
of a fabric called “Elizabeth” from the 1983 Jane Austen Collection of textiles by G.P. & J. Baker Ltd., drawing on the
“Elizabeth” fabric colors to keep our color motif consistent throughout our communications. We also selected a striking
cover image from a Dutch translation of Pride and Prejudice (De Gezusters Bennet, Amsterdam: 1964) to be used
consistently in our printed media. Both the fabric and the Dutch translation are items from the Henry and Alberta
Hirshheimer ’28 Burke Jane Austen Collection.
We utilized the following media to spread the word about our exhibit and festivities: posters (placed on campus and at
strategic local venues such as the Ivy Bookstore, the Enoch Pratt Free Library Central Branch, and the Peabody Library),
bookmarks, event calendars (digital and print), Facebook, Tumblr, Twitter, a Wordpress blog, emailed invitations and
reminders, press releases, digital signage, and items in Focus: The Friends of the Library Newsletter and The Goucher
Quarterly (the college alumnae/i magazine). Local and national media learned of the exhibit early in our advertising
process and offered to write about our celebration; staff members were interviewed by the Washington Post and
As word of the exhibit spread, a number of events were added to the roster. Members of the Baltimore Bibliophiles
who had attended the opening reception requested a special showing for their membership. Professors from Hood
College and the University of Baltimore arranged private class visits for their students enrolled in Jane Austen seminars.
The Maryland chapter of JASNA also requested to hold their summer meeting at Goucher during the final days of the
Overall, we were very pleased with the results of our campaign. The media coverage and press recognition given to our
exhibit far exceeded our expectations. There were 13,657 views of the exhibit website, for instance. In total, 228 people
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signed our guestbook. Many others, including seminar classes and groups, viewed the exhibit while on library tours. In
looking at our campaign goal by goal, we feel that we were able to meet the majority of our objectives.
Goal 1: Increase campus-wide awareness of Goucher's Jane Austen collection and its scope.
From our attendance numbers, we see that we engaged over 150 students in our outreach events. From our guest book
and attendance lists, we know that more than 50 faculty and staff members saw the exhibit. As a result of working
closely with the Friends of the Goucher Library and hosting our Alumnae/i Weekend event, we also know we were able
to reach members of the greater Goucher community, incorporating former students and their families in our
celebration. We were also covered by both of the college’s event calendars, the alumni magazine, the Friends of the
Goucher College Library newsletter, the college blog, and the college’s Facebook and Twitter accounts.
Goal 2: Increase awareness of Goucher's Jane Austen collection in greater Baltimore as well as nationally.
We were very satisfied in our ability to engage the local and national Jane Austen community, especially through special
visits from the Baltimore Bibliophiles and the Maryland chapter of JASNA. Our guest book reveals visitors from the
Washington, D.C. chapter of JASNA, local library book groups, and patrons who had heard of our event through Dr.
Wells’ talks or Washington Post coverage. We also know, having tracked down the digital/print footprint of our
campaign, that we were mentioned by 14 different media outlets, including the Washington Post and The New York
Times; 25 different blogs or newsletters, including entries in Portuguese and Spanish; and two LibGuides (Indiana
University East and Arizona State University). There were also visits from Hood College (18 students) and University of
Baltimore (10 students), with professors bringing Jane Austen seminar students to see the exhibit and learn about the
Burke Austen Collection.
Goal 3: Increase student involvement in Goucher College Library activities.
We were able to increase student involvement in library-sponsored activities. According to the Outreach Committee,
our events prior to this campaign usually amassed an attendance of about 40 students. We are happy to report that
student attendance rose significantly during this campaign, with about 70 students attending both our Anniversary Cake
event and our Film Night. Dr. Wells also brought one of her English classes in to talk about the exhibit.
• Explore partnerships. Working with the student literary magazine did not lead to student government
sponsorship of our film night, as we had hoped, but it was a useful exercise in determining how best to promote
activities and events to our student body, and may encourage future collaboration.
• Create a unified exhibit and event identity early in the process. A clear, recognizable identity branded at every
opportunity makes it easier for the public to recognize that the events and the exhibit are linked; and partnering
early with campus communications allows more lead time for strategic promotion.
• Use the marketing identity across more advertising venues. Students in particular get their information from
multiple sources—including campus posters and recommendations from professors. As we saw with “Pride and
Prejudice: A 200-Year Affair,” a broad mix of channels yields better audience awareness.
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Creating a Brand
Fig. 1 We based our marketing color palette upon the fabric “Elizabeth” from the 1983 Jane Austen Collection of textiles
by G.P. & J. Baker Ltd.
Fig. 2 (right) The cover image from a Dutch
translation of Pride and Prejudice (De Gezusters
Bennet, Amsterdam: 1964) that we chose to
feature prominently our print media.
Fig. 3 (below) Our “Jane Austen at Goucher
College” brand that was created in 2000 for
printed materials related to our Austen Collection
by the Office of Communications.
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Advertising for the Exhibit
Fig. 4 Official poster,
by the Goucher
College Office of
team, advertising the
exhibit and related
events. This poster
was distributed on
and off campus, and
features the Dutch
cover art and the
pattern to cultivate
the brand, as well as
the color scheme of
rose, blue, and gold.
At the top of the
poster is the “Jane
Austen at Goucher
treatment that has
been part of the
collection brand since
2000. Please note that
the first two events,
which occurred in
early Feburary, are
not listed because
they were targeted
directly to students.
The actual poster is
11” by 17”.
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Fig. 5 Bookmark designed by the Office of Communications to advertise the exhibit. Distributed at events and to exhibit
visitors in Special Collections & Archives. This bookmark proved to be so popular that we had to do a second printing.
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Fig. 6 An article about the exhibit and events in Focus: The Friends of the Goucher College Library Newsletter. Focus is
distributed to members of the organization, which include alumnae and alumni from all over the country and the world.
The Dutch cover art is again featured.
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Fig. 7 A screenshot of the front page of the exhibit website, created especially to promote the exhibit and related
events. Please see the website, located at http://gouchercollegejaneausten.wordpress.com, to view all content. Note
the use of the “Elizabeth” fabric pattern as the background, the rose, blue, and gold color scheme, and the use of the
Dutch cover art as the “events” icon.
Fig. 8 Announcement of exhibit in “In the Loop” email, sent to the campus community. The “In the Loop” email is a
digest version of the online campus events calendar.
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Fig. 9 A screenshot of the press
release by the Goucher College
Office of Communications,
describing the exhibit and
upcoming events. The press
release appeared in the
College’s online events calendar
“In the Loop,” as well as in the
College’s newsfeed, which is
linked from the front page of the
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Fig. 11 A screenshot of the Special Collections & Archives blog post about the exhibit.
Fig. 10 Library news story
about the exhibit, which
features the Dutch cover
art that was selected to
be part of the campaign’s
brand. Library news
stories appear on the
library’s homepage, in the
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Fig. 12 Post on the
college’s Tumblr about
the exhibit and linked to
the exhibit website.
Fig. 13 The Ivy Bookshop
in Baltimore placed the
poster in their front
window. They contacted
us to investigate the
possibility of a
partnership and we were
able to arrange an
appearance by Dr.
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Fig. 14 (above) The Special Collections &
Archives exhibit case, filled with items from
the collection, as well as images and
Fig. 15 (above) Some of the
international editions on display as
part of the exhibit.
Fig. 16 (left) The first and second
editions of Pride and Prejudice on
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Figs. 17 & 18 Article by Julie Steinbacher about the exhibit and events in the Summer/Fall 2013 issue of the Goucher
Quarterly, the alumni magazine that is available on campus and mailed to Goucher alumnae and alumni.
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Pride and Prejudice Anniversary Cake and Craft Event,
February 5, 2013
Early in the semester, close to the day of the publication anniversary, the Committee arranged a cake celebration with a
craft element, since both food and “craftivities” had been successful in the past at encouraging student attendance. The
early-in-the-semester date allowed us to promote upcoming events and activities to the student body. We promoted
this event with multiple types of media, including printed posters, digital signage, posts on the campus events calendar,
and social media. About 70 students attended, with an overall attendance of 75 people.
Fig. 19 The post for the cake
event from the college’s online
events calendar, “In the Loop.”
Note the use of the “events”
icon, featuring the Dutch cover
art, from the exhibit website,
tying this piece of advertising
to the overall event brand.
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Fig. 20 (left) The initial announcement of the cake event on Facebook, with a link to the “In the Loop” post.
Fig. 21 (right) The reminder Facebook post, on the day of the event.
Fig. 22 Email from
Office to the
cake and film
events, as well as
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Fig. 24 Library
cake event, which
also used the
from the exhibit
Fig. 23 An email from
the student-run SGA,
notifying students of the
week’s events, which
include the cake and
film events. We learned
from our students that
the student body tends
to respond to the SGA
notices, rather than
emails from college
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Fig. 26 (clockwise from top)
Dr. Jean Baker, History, and
College Librarian Nancy
Magnuson compare their
temporary tattoos; A
student applies her
temporary tattoo display.
Fig. 25 The proof of our custom tattoo design.
On the left is the signature; to the right is a
quote about dancing.
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Fig. 28 This image shows how busy the event was, with students, staff, alums, and professors joining in the fun.
Fig. 27 The cake,
featuring the title of the
exhibit, and decorated in
royal blue to match the
Dutch cover art.
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Fig. 29 An example of a cuff bracelet, made by one of our library volunteers.
Fig. 30 Some students visiting the craft table to make their own cuff bracelets. Note the copies of Pride and Prejudice;
pages from the novel were some of the most popular items used to decorate the bracelets.
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Pride and Prejudice Film Event, 2-7-2013
For this event, we wanted to include as much student participation as possible. After several meetings with members of
Preface, the student literary magazine, the Committee put together a poll of Pride and Prejudice movie adaptations and
allowed students to vote on a favorite, to be screened on a pre-selected night. We did both a paper ballot, available at
our Service Desk, and an online poll through SurveyMonkey, to elicit feedback for which film the students would most
want to see. A total of 89 votes were submitted through both platforms, with the winning film receiving 60 votes. After
the winning film was selected, we partnered with the Office of Student Engagement to borrow a popcorn machine,
enabling us to serve snacks during the movie. This event was heavily marketed via social media, with some printed
posters and digital signage used as well. About 70 students attended, with an overall attendance of 82.
Fig. 32 We used Facebook to advertise the online poll, with a link to the SurveyMonkey site.
Fig. 31 The paper
ballot used in the
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Fig. 33 The library news story
advertising the SurveyMonkey poll.
Fig. 34 The initial Facebook post announcing
the film event, with a link to the exhibit
website and again using the “events” icon.
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Fig. 37 The Facebook post
reminder about the evening’s
event, with a link to the film
information on the Internet
Movie Database (imdb.com).
Fig. 35 The film event listing in the college’s printed events calendar,
snipped from the rest of the mailer. The printed events calendar is
mailed to over 7,000 people off-campus, including local alums (who live
within 30 miles), trustees, and anyone who has attended Goucher
events; it is an excellent tool for advertising off-campus. The calendar is
also emailed to all current Goucher faculty, staff, and students.
Fig. 36 The event listed in “In the Loop,” the
online events calendar.
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Opening Reception, 2-20-2013
Our third event was an upscale exhibition opening to which we invited Friends of the Library, other donors, local
librarians and book collectors, and Janeites. A Goucher College student provided lovely, live music, and Special
Collections & Archives staff and students created additional displays to supplement the standing exhibit.
Fig. 38 The opening reception was advertised largely through the exhibit poster and this invitation, which was sent to
various targeted groups via email. The invitation was designed by the college’s communications department. It matches
the campaign’s brand in the use of the “Elizabeth” fabric, the type treatment, and color palette.
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Fig. 39 (above) The invitation as
it appeared in the email.
Fig. 40 (left) A Facebook post,
which served as a reminder
about the evening’s reception
event, with a link to the exhibit
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Fig. 41 The advertisement for the
reception in the online events calendar,
“In the Loop.”
Fig. 42 Library news story advertising
the opening reception.
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Fig. 43 (above) The
digital sign that
reception on the
Fig. 44 (left) Two
students, an alumna,
and a professor at the
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Fig 45 (above) Two guests looking at
Fig. 46 (right) We expanded the
exhibit into the hall for the
reception; here are some of the
additional items on exhibit for the
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Fig. 47 (clockwise from top) A view of the crowds at the opening reception; President Sanford Ungar gives a few
remarks; President Ungar chatting with a student and another guest.
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Regency Dance and Activities, 3-7-2013
A final collaborative event was a “Regency Dance Night” (and craft activity) in the Forum, featuring a Goucher-affiliated
dance troupe and a fan-decorating event. We had about 107 attendees, including 28 students.
Fig. 48 (left) The entry in the college’s
online events calendar “In the Loop” for
the Regency Dance and Activities event.
Fig 49 (below) The library news story
about the event.
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(Clockwise from left)
Fig. 50 The entry in the College’s printed events calendar, which is
distributed on and off campus. The printed events calendar is mailed to
over 7,000 people off-campus, including local alums (who live within 30
miles), trustees, and anyone who has attended Goucher events; it is an
excellent tool for advertising off-campus. The calendar is also emailed to
all current Goucher faculty, staff, and students.
Fig. 51 The Goucher Twitter feed mention of the dance event.
Fig. 52 The email about the dance event to the College community from
the Provost’s office.
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Fig. 53 The email reminding the students about the dance event from the SGA.
Fig. 54 The announcement of the event in the “In the Loop” email, the college’s events digest.
Fig. 55 A Facebook post
reminding the community about
the dance event.
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Fig. 56 & 57 (left and
below) We received some
advertising via the local
news station Fox 45 News
and a community events
calendar from City Paper.
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Fig. 58 The dancers of Chorégraphie Antique during the performance.
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Fig. 59 A collage featuring a fan decorated by a library volunteer, and an image of the guests busily decorating their own
fans. This particular craft activity was wildly popular; we bought over sixty fans from Oriental Trading and ran out very
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Fig. 60 & 61 The
for the dance
event, designed to
match the rest of
materials by a
Fig. 60 Outside,
front and back,
Fig. 61 Inside of
dance list and
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Lecture by Dr. Juliette Wells
Alumnae/i Weekend, 4-27-2013
Working with the Office of Development and Alumnae/i Affairs, the exhibit and a companion talk by Dr. Juliette Wells
were a featured activity during Alumnae/i Weekend. This activity was also made possible by the sponsorship of the
Friends of the Library.
Fig. 62 The entry in the online
events calendar “In the Loop”
for the Alumnae/i Weekend
Fig. 63 Dr. Wells’ lecture entry in the printed
alumnae/i weekend booklet, given out to
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Fig. 64 The Goucher College Alumnae/i association posted a photo of some alumnae checking out the exhibit.
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Fig. 65 (clockwise from top) Dr. Wells taking
questions from the guests; some event
attendees purchasing Dr. Wells’ book and
other related items; alumna Lynne Lyon
handing out promotional materials while Dr.
Wells signs books; a couple of attendees
looking at the exhibit.
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Special Visit by the Baltimore Bibliophiles, 6-8-2013
Fig. 66 The special
invitation sent to a group
of local book enthusiasts,
the Baltimore Bibliophiles,
inviting them to a private
viewing of the exhibit,
complete with additional
Fig. 67 Additional exhibit
items, brought out for the
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Summer Meeting of the Maryland Chapter of JASNA,
Fig. 68 The Maryland Chapter of JASNA (The Jane Austen Society of North America) held their summer meeting and
“flash” book club at Goucher in order to view the exhibit. Here are several images of JASNA members examining the
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Dr. Juliette Wells
Dr. Wells heavily promoted the Burke-Austen Collection and the exhibit during her speaking engagements and
interviews during the spring and summer of 2013.
Fig. 69 Dr. Juliette Wells’ lecture, “Everybody’s Jane: Austen in the Popular Imagination,” at Enoch Pratt Library Central
Branch, Baltimore, MD, in March 2013.
More lectures included (with links to event postings and podcasts):
“Everybody’s Jane: Austen in the Popular Imagination,” invited lecture, American Association of University Women,
Burke, VA: Jan. 2013
Leader, Pride and Prejudice book discussion, Enoch Pratt Library Light Street Branch: Jan. 2013
“Reading Pride and Prejudice from Afar: Americans Approach Austen’s Most Popular Novel,” invited lecture, Jane Austen
Society of America, Washington, DC region: May 2013
“An Afternoon with Jane Austen,” invited presentation, The Ivy Bookshop, Baltimore, MD: June 2013
“Everybody’s Jane: Austen in the Popular Imagination,” invited lecture, Hamilton Street Club, Baltimore, MD: July 2013
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Fig. 70 Dr. Wells
did an interview
and in print, in
Fig. 71 Dr. Wells’
syllabus, in which
she mentions the
the exhibit on
January 31, 2013,
as part of their
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Fig. 72 Dr. Wells wrote about the exhibit for the JASNA newsletter for spring 2013.
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Reactions to Exhibit and Events
Fig. 73 Reactions to the exhibit from our guestbook. Those who left comments were very enthusiastic. A number of out
of town visitors, from as far as San Francisco and Boston referred to the Washington Post or JASNA article they had
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Fig. 74 Two screen shots from
the JASNA-MD website about
the meeting they held at
Goucher College, during which
they visited the exhibit. This
meeting was also mentioned on
the website of the Jane Austen
Society of North America.
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Fig. 75 One of the guests at the
Regency Dance and Activities
event wrote about the experience
on her personal blog, complete
with photographs, which she also
posted on the Avon Romance
Fig. 76 The same blogger
posted a video of the dancers
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Media Mentions: Coverage in Blogs and Articles
Fig. 77-80 The
article, by Ray Lane,
that began our media
(The rest of the article
is included in the next
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Fig. 81 The College tweeted about the Washington Post article about the exhibit and events.
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Fig. 82 The library shared a link to
the New York Times mention of
Goucher and the exhibit, as part of
the international festivities
surrounding the 200th
anniversary of Pride and Prejudice.
Fig. 83 The College also tweeted
about the New York Times article.
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Fig. 84 Jane Austen’s
World blog post
mentioning the exhibit
Fig. 85 The blogger
of Rita Loves to
Write visited the
mentioned her visit
in her personal
blog; she also
wrote an article in
Arrive (in print).
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Fig. 86 Hamden Public Library
mentioned our exhibit on their
Fig. 87 A blog entry from Brazil,
Jane Austen em Portugues
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Additional Media Mentions
Cullman Times, Cullman, Alabama
Bmore Media posted
Arizona State University LibGuide
Indiana University East, LibGuide
Jane Austen Society of North America – Metropolitan DC Region Facebook (specific to the reception)
ie Humanities Center blog
No Charge Bookbunch blog
Free Library of Philadelphia blog
Pine Cones and Acorns blog
Aye, I’m tellin’ ya blog
Pride and Prejudice 200 years blog
Two Teens in the Time of Austen blog
Nineteen Teen blog
Memphis Reads blog
Minuteman Press blog
Book View Café blog
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Grand Rapids Community Library blog
Extensive Reading SIG blog
Copies of Pride and Prejudice Tumblr
The Royal Oak Foundation newsletter
The Anchor, Hope College newspaper, Holland, Michigan (page 5)