The University System of
Ohio
Textbook Affordability
Symposium
Remarks On Behalf of
The Association of American Publishers
By Bruce Hildebrand
Executive Director for Higher Education
April 29, 2008
Key Considerations
Student Readiness: What impact does student
preparedness have on the selection of course materials?
Faculty Decision Matrix: Why does a faculty
member adopt the course materials used in his or her
classroom?
Choice of Course Materials: What price and
product options are available to faculty and students?
Key Considerations
Role of Publishers: What actions are publishers
taking to meet faculty needs and improve students’
success rates?
• Policy Considerations: What impact do
publishers’ products have on student success rates and
lowering the cost per-pupil for instruction?
Student Readiness
Only 23% of entering freshmen are college-ready
in math, science, English and reading (ACT)
Only 56% of students will graduate in 6 years (The
College Board)
At least 30% of students are enrolled in some type
of remedial program (National Center for Education Statistics)
Faculty Decision Matrix
Source: Faculty
Selection and Use of
Publisher-Provided
Textbooks and
Supplementary
Materials in the United
States, Jim Farmer,
im+m, December 2006
55% of all incoming students and 75% of students at two-
year schools are unprepared according to faculty (Zogby)
Faculty Decision Matrix
Source: Faculty Selection
and Use of Publisher-
Provided Textbooks and
Supplementary Materials
in the United States, Jim
Farmer, im+m, December
2006
77% of faculty said they believe supplementary materials
enhance most students’ learning (Zogby)
Choice of Course Materials
Range of prices for materials adopted for
student use:
– Introductory Psychology: 216 titles - $23.50 to
$120.50 retail
– Introductory Algebra: 234 titles - $40.75 to
$126.50 retail
– Introductory Biology: 116 titles - $22.00 to
$138.50 retail
– CourseSmart.com: Up to 50% reduction in
price of textbooks
Choice of Course Materials
Textbooks and Supplemental Material Options Include:
• E-books • Abbreviated editions
• Custom books • Podcasting
• Books online by the chapter • Video clips
• Lower-cost texts • 3-D graphics
• Practice exams • Web sites
• Split editions • Animations
• Online graded homework • Language labs
• Black-and-white editions • Audio presentations
• E-tutoring and live tutoring • Virtual labs for courses such
as chemistry
Choice of Course Materials
Lowering Student Spending
– University of Cincinnati, Physics
• Textbook by Serway designed for a three-quarter course, sells
for $148 net (typical retail: $197). Due to fall off in enrollment
from one quarter to the next the book was cut into thirds.
Now, the customized text costs $42 net (typical retail: $56) for
the first quarter and $38 net (typical retail: $51) for the two
subsequent quarters.
• Potential savings per student: $79.
– The University of Akron, Principles of Accounting I and II
• Covers Williams-Financial Acct. and Hilton-Managerial Acct.
Faculty and publisher designed a two-course custom textbook
which sells for net $115, typical retail $153. The standard
textbooks sell for net $124 each, typical retail $165. Total for
both: $330.
• Savings per student: $177.
Choice of Course Materials
Lowering Student Spending
– Miami University, Psychology
• To reduce student cost for this textbook by David Myers, the
professor chose to use the e-book instead of a printed text. The
print text costs approximately $112.50 (estimated retail price from
$90 NET). The e-book costs $56.25 if purchased directly from
publisher.
• Estimated student saving of $56.00
– Wright State University, Biology for non-majors
• This school is on the quarter system so students were not able to
use the entire book Essentials of Biology by Campbell. Faculty and
publisher designed a custom version with only the chapters used in
the class and materials provide by the lead instructor. Cost of the
custom book is net $51.90 (retail cost is typically $69.25). The full
version is net $79.20 (retail price typically set at $105.60).
• Savings per student: $36.35
Role of Publishers
• “…publishers are assuming roles that have traditionally
belonged to postsecondary institutions.” (GAO)
• Due to the employment of more part-time instructors, and
advances in classroom technologies and class management
tools, publishers now maintain specialized, field-based
staff dedicated solely to faculty training. (AAP)
• To meet demand publishers are currently investing an
estimated $1 billion to develop digital-based supplemental
materials. (James Farmer)
Policy Considerations
• Digitally based learning materials used in colleges are an
extension of the materials students have become
accustomed to in their K-12 years. (AAP)
• “Focusing only on price may fail to best achieve student
success or best meet public policy objectives.”
– “Data suggest that publisher-provided online learning
courses in early mathematics will improve retention and
course completion 5 to 30%”
– “Selection of the more expensive bundle by the
faculty…saves the state and local governments $146 per
enrolled student”
– Source: James Farmer