This paper is about the issue of advocacy. Standing at the vanguard of literacy, library media specialists have a unique role. However, it is time for media specialists to advocate their services in a proactive way. If library media specialists cannot, both individually and collectively, put advocacy at the forefront, then students will suffer the consequences. Specifically, this paper defines the issue of advocacy, puts the issue in context, discusses the significance of advocacy, discusses how information can be gathered on the issue, discusses which groups are most affected by it, which groups can influence the issue of advocacy, delves into how the issue affects this graduate student's hypothetical school library, gives a prescription for how to deal with the issue at the local level, and discusses the likely result of the issue at the local level.