First it was downloads. Now it's organic chemistry. - International Herald Tribune

 

First it was downloads. Now it's organic chemistry.

By Randall Stross

Published: July 27, 2008

After scanning his textbooks and making them available to anyone to download free, a contributor at the file-sharing site PirateBay.org composed a colorful message for "all publishers" of college textbooks, warning them that "myself and all other students are tired of getting" ripped off. (The contributor's message included many ripe expletives, but hey, this is a family newspaper.)

All forms of print publishing must contend with the digital transition, but college textbook publishing has a particularly nasty problem on its hands. College students may be the angriest group of captive customers to be found anywhere.

Consider the cost of a legitimate copy of one of the textbooks listed at the Pirate Bay, John McMurry's "Organic Chemistry." A new copy has a list price of $209.95; discounted, it's about $150; used copies run $110 and up. To many students, those prices are outrageous, set by profit-engorged corporations (and assisted by callous professors, who choose which texts are required). Helping themselves to gratis pirated copies may seem natural, especially when hard drives are loaded with lots of other products picked up free.

But many people outside of the students' enclosed world would call that plain theft.

Compared with music publishers, textbook publishers have been relatively protected from piracy by the considerable trouble entailed in digitizing a printed textbook. Converting the roughly 1,300 pages of "Organic Chemistry" into a digital file requires much more time than ripping a CD.

The textbook publishers have abundantly good reasons to promote e-books. When Cengage sells an e-book version of "Organic Chemistry" directly to students, for $109.99, it not only cuts out the middleman but also reduces the supply of used books at the end of the semester.

THE e-book is wrapped with digital rights management, which, history indicates, will be broken sooner or later. But as long as it does work, digital publishing with a subscription model is a much fairer basis for the business. Such an arrangement spreads revenue across multiple semesters, so it isn't the unfortunate few students in the first semester with a new edition who shoulder the bulk of the burden.

A one-semester e-book subscription does require a change in expectations. Students cannot sell their texts at the end of a course, so buying one can't be viewed as a short-term investment to be cashed out. But as students show no attachment to textbooks in any case, the loss of access after semester's end seems likely to go unlamented.

Randall Stross is an author based in Silicon Valley and a professor of business at San Jose State University. E-mail: stross@nytimes.com.

First it was downloads. Now it's organic chemistry. - International Herald Tribune