In order to further define the role of information centers in institutional research activities, two hypotheses are advanced: there are distinctive markets for information center activities within the university; and different services, products and delivery mechanisms are needed to serve each market. Following a discussion of the evolution of the information center concept, the following topics are covered: (1) new-style vs. old-style information centers; (2) understanding information markets: an analysis of requests to an old-style information center; (3) trends in information delivery; and (4) developing targeted reporting systems (the routine clerical market, the complex clerical market, and the decision support market). 11 references. (KM)