by John Lannefeld

Created on: April 08, 2010   Last Updated: April 11, 2010

The world of textbook publishing is quite different than trade publishing and it is clear that traditional textbooks will eventually be supplanted by so-called "e-books". With respect to trade books, there will, I suspect, always be a segment of the population that prefers their leisure reading on the printed page.  This is particularly true with the older generation, who though not necessarily technophobic, still feel more comfortable lounging in their cozy recliner with an old friend, flipping the pages enjoying the touch and feel of a freshly printed volume or the musty odor that emanates from an old chestnut.  Thus, it would appear that traditional trade publishing for the mass market will continue to play an important role in literature.  However, textbook publishers are rapidly moving toward the electronic medium and away from hard bound printed volumes.  The primary reason that textbook publishers see this as their future is simply economics.  For several decades textbook publishers have seen their profit line dwindle with the mass distribution of used books.  It is commonplace for a newly published text to have a shelf life of one term and then see future sales drastically reduced by the onslaught of used copies. 

Furthermore, textbook publishing is an expensive proposition, partially due to the diminution of new sales, but more importantly, the inclusion of significant numbers of color plates, instructor's teaching materials, testing packages and web-based supplements. Also, a print run for a textbook is considerably smaller than a commercial trade book adding significantly to the cost.   As a consequence, textbooks are very pricey and students are reluctant to purchase a text if there is an alternative.  Publishers are attempting to meet these concerns head-on with packages that require the purchase of a new book by including codes that are necessary to access on-line material incumbent to the course.  However, this approach tends to alienate their customers and forces instructors to look for more economical choices.

The future of college textbook publishing is in the production and distribution of electronic versions, much less costly and more relevant since the material can be quickly revised to reflect new research.  Electronic versions will allow publishers to eliminate the used book marketplace since electronic books will be non-transferable and access to web sites will expire at a given point, generally at the end of a term.  The advent of the iPad and other similar technologies will greatly facilitate this transformation.  Students will pay less for their text material; have greater accessibility to a wide range of web materials; bookmark pages; underline passages and take notes, all electronically.  Old-fashioned textbook publishing will eventually go the way of the horseless carriage.

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