Interestingly, the Slashdot thread sparked by this news item revolves more around the issue of cost-prohibitive textbooks than around ideological issues surrounding advertisement in publication. Several of the dozens of comments in that thread are quite insightful, including some below the moderators’ radar.
Here’s my own comment on that thread, slightly edited.
My 2¢ as an instructor (cultural anthropology, African studies, linguistic anthropology, ethnomusicology).
Contrary to what some people seem to think, some of us instructors do care about the price of textbooks. Many of us see textbooks as a necessary evil and some of us get almost allergic reactions when sales representatives from publishing houses come to our offices. (Got several visits and calls myself, even as a visiting lecturer.) For those of us who care about reasonably-priced textbooks, some publishing houses’ practises are anti-competitive and unfair.
Case in point. Decided to use a short, inexpensive textbook for one of my introductory-level classes, two semesters in a row. Price and length did have an impact on my decision (the textbook was itself better than more expensive ones). It was published just in time for the first of those semesters and cost about 40$ at that point. The second semester, without notifying me, the publisher had bundled that textbook with another book. The bundle was 60$. Not that expensive. But my students still had to buy something that we never used.
One problem for an instructor, when the textbook is cost-prohibitive, is that students are more likely to complain if the course doesn’t follow the textbook very closely. Secondly, different editions are often confusing in the changes that they imply (much more so than software releases!) and it’s difficult for an instructor to keep track of all of those discrepancies. Not to mention that an expensive textbook may discourage students from buying other material for that subject.
According to someone close to me who used to work at a publishing house, textbooks are the main source of income for several publishers. A bit like “hits” for record labels, but students aren’t free to choose textbooks as they please.
Obviously, the financial model is skewed.
Those issues should be enough to encourage everyone to adopt a new model. But there’s even more.
Textbooks are typically written by a handful of authors who may be well qualified for explaining several of the issues included in those textbooks but who still have areas of limited expertise. The result in cultural anthropology, for instance, is that textbook chapters on language are usually full of inaccuracies while chapters on the authors’ areas of expertise appear quite decent. In some cases, an instructor might even end up having to “fight the textbook” instead of using it as a reference.
Online material accompanying textbooks in some disciplines generally seem like an afterthought instead of representing a central part of the approach. The ultimate effect is that students get disinterested in that material and will come to rely on other (and often unreliable) sources.
While some publishers offer instructors the possibility to use material from different books, these sources should all be from the same publisher. So an instructor can’t use Chapter 3 from Jane Smith’s textbook published by one of Thomson’s many subsidiaries and Chapter 4 from Amy Johnson’s textbook published by Oxford University Press. How can we get a diversity of viewpoints, in such a situation?
The solution, IMVHO? Open textbooks. Teaching material based on an open content model. Supported by instructors and their institutions. With a flexible, modular design.
Yes, Wikibooks may be part of that solution. But there are other issues to think about. How do we motivate instructors to contribute content to such a project? Does it count for tenure? Who will lead the effort to complete such a textbook? How can we integrate those books in our teaching? Will students use those textbooks the way they were intended or discount them based on perceived lack of quality? Are students without Internet access out of luck? Who will provide “technical” support to students and instructors? How can we produce affordable dead-tree copies for those who need them? How can we make deals with publishers to integrate excerpts from primary texts? How can we share material to instructors without giving too much away to students? How can we integrate this material with course management systems like Moodle (and, for the unlucky ones, even Blackboard)?
Still, if we get together, as students, administrators, and instructors, we can eventually solve all of these issues and, hopefully, challenge prevailing models of academic publication.