E-Text Pilot Program Takes Full Course Load Next Semester
MBS Textbook Exchange's pilot program selling digital textbooks from four publishers in 10 college bookstores (Shelf Awareness,
August 10) has earned a passing grade and is being expanded in January,
MBS announced yesterday. The company hopes to add about 100 stores,
increase the number of participating publishers and boost the title
base to more than 800 from the current 300.
From the beginning, the Universal Digital Textbooks program has adapted in response to student concerns. In that spirit, with the January term, prices on the e-textbooks will be reduced to as much as 45% below the price of a new print copy of the same text. In addition, most of the e-books will have no expiration and will allow for unlimited printing. The titles with limitations will last at least a year until they expire and allow at least 100 pages per week of printing. (In the very first e-iteration of the program, the discount was 33%, the books expired after five months and printing was severely limited.)
During the fall rush, sales of the e-texts were 5.7% of total textbooks sales in the participating stores, MBS said. The bestselling categories were history, law and technology. A survey of purchasers showed that "convenience and portability" was most important to students (cited by 59% of them) while price followed closely (54%). Some 78% said they had no technical difficulty downloading, but many needed some time to learn and understand how to use the digital format.
A separate survey of 1,600 students on the campuses where the pilot program took place found that 60% of respondents would be willing to try a digital textbook. Some 84% said a favorable price would encourage them to buy--and that price needed to be 33%-50% off the new print version. They also found the following features important: note-taking (54%); highlighting (53%); printing (48%); and searching (40%).
In a prepared statement, Kevin McKiernan, MBS's director of digital product strategy, called the initial response from students "positive" and noted that e-text pricing in part recognizes the value of the ability of students to sell most traditional textbooks back at the end of the course. "Instead of a student getting value for a book at the end of the semester, we want the pricing to reflect that savings at the beginning, in essence giving them their buyback money up front."
From the beginning, the Universal Digital Textbooks program has adapted in response to student concerns. In that spirit, with the January term, prices on the e-textbooks will be reduced to as much as 45% below the price of a new print copy of the same text. In addition, most of the e-books will have no expiration and will allow for unlimited printing. The titles with limitations will last at least a year until they expire and allow at least 100 pages per week of printing. (In the very first e-iteration of the program, the discount was 33%, the books expired after five months and printing was severely limited.)
During the fall rush, sales of the e-texts were 5.7% of total textbooks sales in the participating stores, MBS said. The bestselling categories were history, law and technology. A survey of purchasers showed that "convenience and portability" was most important to students (cited by 59% of them) while price followed closely (54%). Some 78% said they had no technical difficulty downloading, but many needed some time to learn and understand how to use the digital format.
A separate survey of 1,600 students on the campuses where the pilot program took place found that 60% of respondents would be willing to try a digital textbook. Some 84% said a favorable price would encourage them to buy--and that price needed to be 33%-50% off the new print version. They also found the following features important: note-taking (54%); highlighting (53%); printing (48%); and searching (40%).
In a prepared statement, Kevin McKiernan, MBS's director of digital product strategy, called the initial response from students "positive" and noted that e-text pricing in part recognizes the value of the ability of students to sell most traditional textbooks back at the end of the course. "Instead of a student getting value for a book at the end of the semester, we want the pricing to reflect that savings at the beginning, in essence giving them their buyback money up front."