Friday, May 29, 2009

Kindle Up Your Textbooks, Children

The Chronicle of Higher Education on the Kindle DX and the market for electronic textbooks:

Most college students—more than 80 percent, according to a survey by Educause—already own portable machines that can display electronic textbooks: They're called laptops. And more than half of all major textbooks are already offered in electronic form for download to those laptops.

Yet so far sales of electronic textbooks are tiny, despite efforts by college bookstores to make the option to buy digital versions clearer by advertising e-books next to printed ones on their shelves. "It's a very small percentage of our sales at this point," said Bill Dampier, general manager of MBS Direct, a major textbook reseller.

What the textbook industry needs is the equivalent of an iTunes store for e-books, say some experts, who note that sales of digital music never took off until Apple created the iPod and an easy-to-use online music marketplace. That's why Amazon seems like a promising entrant.

Except for one thing: Publishers have already set up a digital store meant to serve as the iTunes of e-textbooks, and it has been slow to catch on. The online store, called CourseSmart, was started two years ago by the five largest textbook publishers. Now 12 publishers contribute content to the service, which offers more than 6,300 titles. The e-books are all designed to be read on laptops or desktops, rather than Kindles or other dedicated e-book reading devices.

One problem for CourseSmart has been a lack of awareness by both students and professors that the service even exists.

Yep -- sounds about right. You think we'd be easy to target, but we're actually not. In fact, probably the ONLY two media/publishing companies with significant overlapping penetration among both students and professors would be Amazon and Apple.

Also of note: the only reason why publishers are really interested in electronic books is that they can use DRM to crush sales of used books beneath their foot forever. (I remember the first book I ever used that required you to register a CD w/ a unique ID number in order to use it; SBS sold it to me at about 75% of cover used and then refused to take it back. I had to buy the new copy again.)

Also also of note: one of the lines Bezos used again and again in his Kindle presentation (from the transcripts I've seen -- anybody know where I could find video) with respect to textbooks is "structured content." I actually think this is a hugely important idea. A book gives a text physical form, sure, but that physicality works together with paratextual devices to structure its content. Page numbers, title pages, tables of content, indices, volume and chapter devisions, footnotes/endnotes, captions, commentary, usw.

This is why Project Gutenberg or any other kind of throw-it-up-there text file service will always suck. It's also why a lot of digital archives don't work. We need ways to give content structure, and to make that structure easily and productively navigable to users. Ebooks have suffered from a lack of legitimate and visible marketplaces, but to borrow a metaphor, they've also suffered from really crappy gameplay. Whoever figures out how to solve these problems will solve long-form electronic reading.

1 comment:

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