21st century librarians

Ran across this article while researching sources for an Advanced Advertising library session:

"As 21st century librarians, we must add strategic planning, financial, human resource, and marketing skills to those we traditionally associate with librarianship. Skills in developing our message and advocating for it have become embedded in the profession's consciousness as a requirement for ensuring that our voices are heard when funding is being considered. Skills in crafting fundraising proposals, identifying funding sources, and effectively reaching out to potential contributors are becoming essential parts of the new mix of knowledge required for library leaders."

http://www.nwmissouri.edu/Library/IPChecking.asp?http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=54358191&site=ehost-live