Discussion about textbook price is anchored to cost which has grown faster than that of drugs, to the point that it matches or exceeds pro rated tuition at community colleges or comprehensive public institutions. But, cost is a relatively minor issue in the choice of books by instructors. Textbooks are marketed and selected based on the services offered to faculty including desk copies, solution manuals, test banks, PowerPoints and more modern apps including online homework systems. This is vital for faculty at teaching institutions who teach three or more courses per semester and greatly appreciated even at the R1s. Increasing the adoption of OOER requires understanding how textbooks have been marketed by commercial publishers in the past and how commercial textbook marketing is changing to meet online challenges. Textbook marketing can be described as an odd version of “business to business” (B2B) marketing most closely resembling how pharmaceuticals are marketed to physicians who then prescribe them for their patients. In normal B2B transactions the buyer resells what they have bought to their customers. In the traditional textbook market faculty select textbooks for their course but do not buy them and they do not sell them to their students (of course the elderly were victims of faculty selling their mimeographed "textbooks" although the INTERNET has pretty much killed that off). The college bookstore functions as a more traditional B2B marketer, passing the cost of the textbooks onto the students, but does not specify what should be ordered. The separation between marketing, ordering and selling leads to the current economic dysfunction in the textbook market.
A modern textbook costs of the order of $250 or even more in advanced courses. This is about tuition for a three credit course at a community college. Students resist registering for courses with expensive textbooks and when they do, often do not purchase the text which degrades their performance. In order to escape this trap students have in the past purchased used books. Today they pass along bootleg versions on the INTERNET. Most concerning, they often try to work without a textbook.
Traditionally publishers resisted by introducing new editions every few years. At this point as one publisher told Eli, they only make money in the first year and profit is vanishing. Increasingly, publishers include software access to the text and online homework systems in the packages sold to students while charging significantly more for the online homework system if the book is not purchased new. Publishers have begun to rent online editions of the text to students, but this means that the students will not have access to the information in the text that they may in follow on courses. Finally, just as the pharmaceutical manufacturers, commercial publishers have started to market directly to students and their parents.
What needs to be done, well stay tuned.
