Table 1
A publisher’s insight into the difference in development costs, effort required, product life cycle timescales and the risks incurred for an academic book versus a commercial textbook
| Academic books/monographs (e-books) | Textbooks (e-textbooks) | |
|---|---|---|
| Editorial | Receipt of proposal/manuscript Brief evaluation and consideration of proposal/manuscript by editor Limited paid peer review process Royalties-only contract offer paid at base rate Very little to no editorial/external involvement in shaping content Limited contact between author(s) and publisher, just checking progress Receipt and approval of final manuscript and send to production No third party copyright permissions required – the content is all original No photos/images or if a few then selected and paid for by author(s) Design often follows series or standardized look and layout Typically, one year process | Market research to establish key course markets, followed by active commissioning to match curriculum needs. Seek out new authors with appropriate profile to deliver latest content for core courses Regular travel and stay to universities/conferences internationally to develop relationships and secure authors/projects. Textbook proposal is developed over time between the author(s) and publisher/editor Develop ancillary teaching resources, either with author(s) or with hired third party including commission of bespoke videos, test banks, animations and teaching collateral e.g. PPTs, lecturer manual and additional case studies. Thoroughly review proposal typically by researching, inviting and setting up a project editorial board, who are remunerated Make business case to sign project, submitting investment required. Royalties paid at higher rates plus author grants and advances Project assigned to Development Team who lead on developing the textbook (both content and market) Work closely with author on shaping manuscript to ensure it delivers against course curriculum needs. Return to editorial board for draft chapter content reviews, who are again remunerated ‘Market seeding’ activities begin at draft chapter stage to raise initial interest in the text for course adoption (surveys, mailings, social media, etc.) Textbooks are subject overviews and summarize existing work so project typically has to include permissions costs. Search, selection and purchase of photos/images/visual matter in the textbook Meet with Design and Production to initiate page and cover design Organize student-focused groups/student involvement (paid focus groups, prize competitions and surveys). Often three plus years editorial/author timeframe |
| Production/Manufac-turing | Often managed ‘out of house’ or by project vendor Less publication date-sensitive, standard seven-month schedule (to pub) Copy-edit and proofread focused on consistency, citations and references Unlikely to have online resources Light touch on typesetting requirements Alt text/image description not considered | Project managed by UK Production Editor; consideration of author relationship management (inc. repeat PE where possible for authors of new editions) Must publish in adoption month/for semester start; fast tracking (shorter schedule) can be necessary – time-sensitive publication window Copy-edit and proofread for consistency and comprehension/language, pedagogy, print/online resources cross-checking. Online resources for faculty and students formatted and proofread, Online resource website built, course cartridges produced where applicable, synced to publication date |
| Content/layout suitable for HUB xml Mostly monoprinting Can be included in POD (printed and distributed to recipient) or low run Quantities to warehouse restocked frequently Efficient, local printing | Complex typesetting process to ensure layout appropriate to market/discipline Alt text/image description for book and online resources considered/provided, depending on context/sales expectation. Consideration given to how pedagogy translates to web pdf and ePub Mono, 2 or 4 colour. Certain disciplines/course areas demand more expensive 4-colour printing Awareness given to POD enrolment requirements, given complicated layouts (plus managing extents) Often printed overseas and shipped to UK warehouse when colour printing, or printed in different territories depending on regional adoptions | |
| Marketing | Light touch, inclusion in discipline marketing activity Inclusion in brand promotions where title links to a theme Reliant on author network | Free sample copies provided (100+ free copies but up to 500 free copies distributed, mix of print and e-book samples). Data research to identify suitable prospects for adoption across main adoption markets in UK, EMEA, APAC and North America Sales enablement support to enable the sales team to communicate the benefits of the title effectively, complex collateral requirements including competitor analysis, positioning frameworks and other sales tools Author support, including hosting webinars, developing author videos 12 to 18 month digital marketing campaign activity to raise awareness to faculty and students. Investment in paid-for advertising via key channels e.g. Amazon |
| Sales Approach | Ensure metadata accurately distributed into market Key booksellers informed of publication via ONYX feeds Light touch from sales team, include in bookseller promotions Ensure e-book files supplied to all channels | Ensure metadata accurately distributed into market Key booksellers informed of publication via ONYX feeds Ensure e-book files supplied to all channels Adoption-focus. Starts 6 to 9 months before publication to inform the field, campus-based sales team of the new title Sales people across UK, EMEA, APAC and North America travel throughout their territories, promoting the new title to appropriate faculty members Revisit interested faculty 2 to 4 times over 6 to 12 months, with aim of securing ‘core, essential’ adoptions on reading lists Strong competition from other publisher reps to ‘win’ the same key adoptions Liaise with local booksellers before term to ensure appropriate sales channels in place e.g. print stock available through local campus bookstores |
| Business Model/Market focus | Often low print sales expectation (100 to 500 units) Traditional hardback library sales an important part of mix Library e-book sales important component of sales mix E-books often available on limited concurrency basis, to support ‘reference’ use Specific parameters within editorial of whether these titles receive a library price, and at what stage in their life. Some titles made available with library list price on publication, depending on why the book has been commissioned – e.g. has it been developed for use as a key teaching resource | Challenging P&L at title level, with very clear minimum sales requirements to make a project viable Core model is the ‘student-pays’ model. Title is recommended to students by faculty as part of a module The title is commissioned on the basis of a minimum viable print/unit sales/revenue return. For brand new books, this can be high risk, high investment with no guarantee of adoptions/sales/success Traditionally, digital retail sales have been a small proportion of the title sales mix E-book availability is premised on individual student copy model Library channels/traditional library models and price points have posed significant risk to delivering the minimum Return on investment is a requirement for a textbook. E-textbooks models have grown in prominence but still represent a small overall % of a title’s annual revenue performance May be made available with library pricing later on in the product life cycle and distributed via aggregators for perpetual access – but mostly where no future editions are planned |