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aap
 
Association of American Publishers, Inc.
 
50 F Street, NW, 4
th
Floor Washington, D.C. 20001Telephone: (202) 347-3375Fax: (202) 347-3690www.publishers.org
The Higher Education Textbook Market
Prepared by theAssociation of American Publishersfor submission to theAdvisory Committee on Student Financial Assistance
 
September 15, 2006
 
 The Higher Education Textbook Market 2
Table of Contents
Table of Contents............................................................................................................................2Introduction.....................................................................................................................................3The Basics about Higher Education Textbooks..............................................................................4Separating Fact from Myth.........................................................................................................6Academic and Financial Challenges to Higher Education.........................................................8Student Challenges..................................................................................................................8Instructor Challenges..............................................................................................................8Institutional Challenges..........................................................................................................9Publisher Challenges...............................................................................................................9More Than A Textbook: New Solutions Are Available to Faculty and Students.......................11Gatekeepers: The Role of Faculty................................................................................................15Transparency in Pricing and Market Dynamics............................................................................15The Economics of Publishing.......................................................................................................16Conclusion....................................................................................................................................17Appendix A: Examples of Publishers’ New Teaching and Learning Technologies...................18
 
 The Higher Education Textbook Market 3
Introduction
The publishing industry takes great pride in its contributions to students’ remarkableachievements. Helping students achieve future success is an essential goal of America’shigher education system, especially in today’s increasingly competitive, global economy.Providing students with the right tools for success is essential. Textbooks and other educational materials are critical to student achievement in college; they are not a barrier to access.The member publishers of the Association of American Publishers (AAP) are sensitive tothe rising overall cost of a college education, of which textbooks constitute a relativelysmall amount, and have responded by giving faculty a wide variety of choices of instructional programs and textbooks at varying prices. Publishers also have investedheavily in giving students choices by producing digital textbooks and alternative printeditions that are sold routinely at significantly reduced rates.U.S. educational publishers are working hard to develop 21
st
century tools andtechnologies that will help both students and faculties succeed in their respective roles.Publishers have a compelling story to tell, and an objective review of the facts is the place to begin.On the pages that follow, AAP endeavored to lay out clear descriptions of the variousfactors that impact faculty choices, publishers’ offerings and pricing, and studentspending on textbooks and related materials. We also describe the many steps publishershave taken to help ensure textbook affordability.
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