The Association of Educational Publishers sponsors a blog called: Publishing for the Digital Future, which is a collection of essays, articles and opinion pieces that analyze the impact of the digital age on the field of educational publishing. In a recent post, the CEO of Evan Moor Educational Publishers offers up a number of questions that are often asked by publishers thinking about moving into the digital realm. His answers to these questions provide some valuable insight into the thought process of publishing executives. The writer, Bill Evans, takes a decidedly optimistic view of the future of digital publishing, and its effect on the industry. Here are some excerpts of the questions and answers he addresses:
1. How secure is the e-book format? How can I be sure that my intellectual property isn’t going to be e-mailed to 150 of my customer’s closest friends?
Before answering this question, we first have to ask: How safe is a paper and ink book? The truth is that with better and better scanning techniques and better and better character recognition, any paper and ink book can be made into a digital book in a matter of minutes. Whether it’s a paper and ink book or a digital book, publishers will have to be vigilant about protecting their copyrights.
2. Will digital books cut into my other sales?
That has certainly not been our experience at Evan-Moor. It has been our experience that it actually grows the sales of a book. We believe this is because we are serving a different customer–a customer who has not previously been served. However, if the format did replace the sales of a paper and ink book, it would still mean greater profits for your company. Without any costs of goods sold or the costs of incoming and outgoing shipping, more money drops to the bottom line.
3. How should I price an e-book?
I’ve always taken the position that I’m not selling paper and ink. Rather, I’m selling content. The publisher may be saving on the cost of goods sold, but the customer is also saving the cost of shipping. In addition, the customer gets immediate delivery of the product. At Evan-Moor an e-book and a paper and ink book cost the same.
6. What’s the future of the digital book?
Right now, most publishers (including Evan-Moor) are simply taking the production files we have for our books and transforming them into PDFs for distribution. To a certain extent this is a lot like putting radio shows on television. It really doesn’t take advantage of all the possibilities of this new electronic medium. There are lots of ways we could think about enhancing our e-books, including:
- Providing a clickable table of contents to immediately get to the part of the book that you want to go to;
- Giving the ability to annotate the pages with the teacher’s notes;
- Allowing the teacher to customize the content for his/her class;
- Adding elements to an activity or deleting them or perhaps even changing the spelling for territories outside the United States;
- Selling chapters or even a few pages of a book rather than the entire book;
- Selling compilations and collections of e-books in a bundle; and
- Making the book whiteboard friendly so that the book is truly interactive. This might also include providing worksheets that now become self-correcting in the digital context.
8. What are the benefits to the ultimate consumer?
There are many reasons that teachers are going to want to buy supplemental materials in this manner:
- Get the book immediately;
- Do electronic word searching within the document;
- Store the book so it doesn’t get lost, and even back it up;
- Print exactly what you need when you need it;
- Avoid shipping costs;
- The teacher may have the ability to customize content for his or her individual classroom; and
- Use the book on a whiteboard, as well as printing it out.
Now you might be a bit confused if you read the answer to Q 3 (“At Evan-Moor an e-book and a paper and ink book cost the same”) and attempted to reconcile it with the rest of the piece. This statement might be paraphrased as “Let’s not change our pricing one iota, despite taking 30-40% out of our cost base and not adding any value to the content”. It is symptomatic of the antediluvian philosophy of the publishing industry. This assertion is all the more ironic in view of the other promises of e-books that the writer refers to. If they took the extra step and converted to a reflowable text standard such as e-pub, then one might see the justification for charging the same price, because of the value added to the digital content. Clickable ToC, highlighting and annotating text, electronic word searching – now those are features that changing the nature of the book (and education) as we know it. Simply converting files to PDF misses out on the ability to deliver on the prediction he makes in his conclusion:
E-books and digital content are not just a new way of distribution–this is a whole new way to think about educational publishing.
It may be a new way to think about it but they’re stuck doing things the old way.