As an academic, I am continually pressed by publishers to look at their online products. Publishers seem to have a fantasy that we will be seduced into signing up to (and then becoming dependent on) subscription services. Many large corporations have the same goal. I expect it is taught on MBAs, and it will certainly sound good to their shareholders. Some corporations have been very successful with this model.
However, I can’t see it being successful in the UK (beyond a few niches). Perhaps the problem is that most of these companies are actually only UK subsidiaries of US based multinationals, and it is in the US that strategy is being set. Indeed, UK managers, if you catch them in the right mood, will often agree that this approach is unlikely to make much headway.
Whether it is due to group strategy being set for the US rather than UK market or not, the impression is that a number of publishers aren’t as agile or creative as they like to suggest. They are unable to respond to customer demand, and are tied up with rigid strategies to provide what they want us to want rather than what we do want.
The personal copies of texts approach that several universities are already trying to develop could be wildly successful in the UK if priced reasonably, but my experience is that many aren’t set up to cope with ideas emanating from their customers. Being the publisher’s customer can be hard work.
You can get people at a certain level to understand, but they often seem to fail to convince others further up the chain – perhaps in the US – that the UK market is different and that giving us what we want at an affordable price could be a solution to many of their problems. Perhaps those online products that they show us are part of the problem. Publishers must have invested enormous amounts in their development, with reputations of entire senior management teams pegged to their success. Why supply personal copies of core texts when the corporate strategy is to get users on the adaptive learning system they have invested so much cash in?
Perhaps those of us who share the vision of supplying students with personal copies of their core textbooks need to work together to give senior publishing executives hard evidence that:
1) UK HEIs really aren’t interested in subscribing to walled garden adaptive learning systems in the way private colleges in the US might be – almost regardless of price.
2) UK universities would be very, very interested in providing personal copies of (interactive please!) ePub versions of all core texts to all their students if they could get them at the right price.
Phil Gee, University of Plymouth