Higher Education Textbook Publishing

Past, Present and Future

Outline

• History of Textbook Publishing

• Textbook Publishing Industry Today

• Textbook Publishing Trends

History of Textbook Publishing in Canada

• 1700s - protests about the use of American textbooks

• 1837 - Lord Durham’s report suggests importing from England or writing/printing in Canada

• Pre World War I - Canadian books or British imports used market for higher education textbooks increased

• World War I - textbook production decreased by 50%

• Inter-war years - increasing prominence of scientific research increase in textbook production price regulations and the use of advertising revenue

• During World War II - only essential materials published

History of Textbook Publishing in Canada

• Post World War I expanded and more specialized textbook staffs rise of production

• 1960s - buyouts and mergers of publishing houses American educational publishers promote modified content belief that Canada’s existence as a nation was threatened by foreign

domination of the education system

• 1970 - Ontario Royal Commission on Canadian Publishers and Publishing Report continued to discourage the use of foreign materials and advocated for

Canadian content rise of Canadian studies courses and curriculum at all levels of

• 1980s to present - more buyouts and mergers

History of Textbook Publishing in Canada - Trends

• Left behind issues of K-12 El-Hi publishing sector censorship, propaganda, nationalism, patriotism, racism, gender

roles, and religious versus secular content.

• Heavily reliant on imported materials specialized courses, foreign experts

• Small population = small enrollment = small market = small print runs = high prices = high profits

• Profit vs. education of the nation

Textbook Publishing Today

Presses:UniversityScholarlyAcademic

Professional Association Publishing

Groups

Higher Education Textbook Divisions:

Large Commercial Publishers

Top Commercial Publishers: US

Top Commercial Publishers: Canada

Publishing Process

1. Author submits proposal to publisher.

2. Publisher conducts a market review.

3. A contract is established.

4. Editorial team + author develop manuscript.

5. Manuscript is reviewed.

6. Author approved revisions.

7. Cover is designed.

8. Supplemental material is prepared.

9. Marketing strategy is developed.

10. Index is prepared.

11. Book is sent to the printer.

12. Book is promoted by sales representative.

13. Adoptions are secured.

14. Books are shipped to the bookseller.

15. Profits are distributed.

Elements of the Industry

Adoptions “Bundling”

Increasing Prices

Used Book Industry

Shorter Revision Cycles

“Debundling”

Very Upset Students!

Publishers

Current Market

• 2006: $6.195 billion in sales (US + Canada)

• Sales within college bookstores are declining. direct sales to students via publisher’s websites is up. Amazon sold an estimated 3.3% of total textbook sales.

• 2008: Textbook sales decreased 12-17%

• 1970s - Present: sales have decreased by 25%

• Prices have increased 278% the rate of inflation over the past 12 years.

• 70% of textbooks sold in Canada are American

Trends - Students

• Where are students getting their textbooks? New and used textbook sharing Online downloading and pirating Illegal photocopying Buying back Renting Imports of foreign editions Not buying at all

Trends - Professors

• Revolting against book and journal pricing Open access, trade, and self publishing

• Creating custom course packs/books Royalties for licensed photocopying (through Access Copyright) has

increased between 10 and 15% over the past few years. Custom presses (espresso machines) Textbooks as wikis, online content (PDFs) or websites.

• Using only supplemental materials, or no textbook at all

Trends - Publishers

• Merging and standardizing• Downsizing by outsourcing• Export manufacturing abroad• Cheaper and alternative materials

Coverless Hole punched packages.

• Content and software development for new technologies Interactive websites Online and distance courses Hand held content

• Allowing greater customization Course packs (print or online) Shorter guides Digital printing Print-on-demand are other options being offered by publishers

E-Textbooks: The Solution?

• About half the price of print versions,• Special features: text-searching, multimedia, and hyperlinks • Incorporate customized and can include supplements• Self tutoring and assessment tools• Authors can quickly and easily update editions • Removes the need for middlemen such as distributors, • Prevents the loss of revenue towards used book or college

booksellers• Reducing the influx of returned stock• Reduces transportations costs• Can be sold through iTunes

E-Textbooks: Or Not?

• Students aren’t responding as expected Like having a hard copy to read from at their convenience Do not like that they can’t borrow or sell the copy Believe eliminating the college bookseller and used book market will only

drive up prices Dislike not being able to keep a copy of the book for future reference,

Restrictions: limited viewing licenses or copy-protection software

• Can still be shared, scanned and pirated• Not a solution to the used textbook market or open access movement

The future of textbook publishing seems to favour a hybrid of print and online content.

Key Resources

• American Association of Publishers. Textbookfacts.org. http://www.textbookfacts.org (accessed March 15, 2009).

• Giordano, Gerard. 2003. Twentieth-century textbook wars: A history of advocacy and opposition. History of schools and schooling (v.17). New York: P. Lang.

• Lepionka, Mary Ellen. 2008. Writing and developing your college textbook: A comprehensive guide to textbook authorship and higher education publishing. 2nd ed. Gloucester: Atlantic Path Pub.

• Oda, Stephanie, and Glenn Sanislo. 2009. Book industry trends: College. Educause Review 44 (1): 14-6.

• Thompson, John B. 2005. Survival strategies for academic publishing. Chronicle of Higher Education 51 (41): B6-9.