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Helping someone choose a book is reference?

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YES.  The definition for reference transactions covers reader's advisory.  Think of the times you use your knowledge of reading levels or a tool like A to Zoo to help a parent choose something to read to their toddler.  How many times do you look at a book flap, or read a review, or an article and then tell Mrs. Soandso about a new mystery author she'd like.

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