Free Books!
I received a textbook in the mail today. It was from N. Gregory Mankiw. Dr. Mankiw wanted me to have a copy of his principles of microeconomics textbook, compliments of Dr. Mankiw.
I am not sure it will be a surprise, but college professors don’t pay for textbooks. There are (at least) two ways we can get the freebies (called “desk copies”).
1. We can request a desk copy. Essentially, I would be expressing some interest in adopting a text for a class, and the salesperson assigned to NSU will send me a copy. It would be very unusual for a professor who requested a copy to sell this book, but I had a few friends in grad school who drank many a beer on the book reps.
2. They simply arrive, unsolicited, at our offices. This is the case with Dr. Mankiw’s book. It turns out there is a new edition out, I once previously adopted this book, and it probably makes good marketing sense to send me a copy. Sometimes I get books unsolicited that I have never heard of that I am unlikely to adopt. Importantly, it is my sense is it is *not* that unusual for a professor who had *not* requested a copy of the book to sell the book.
Since the publishing company is not in the business of giving away free stuff for giggles, they must think that giving away desk copies leads to increased adoptions and thus greater demand. I bet they’re right.
However, interfering with their efforts are a legion of entrepenuers called “book buyers”. These folks knock on our doors, often. They offer us cash to part with our desk copies. Surely the value to me of possessing my 14th principles of microeconomics book is quite low, and these book buyers know this. They’d like to buy the books from professors and sell them to students or bookstores, who presumably are willing to pay more. In doing so, they earn a return for their services.
I respect these book buyers, they are making the world a better place – they move a book from a low valued use (sitting on my shelf collecting dust) to a high valued use (hopefully not *just* sitting on a shelf in some dorm room collecting dust).
Surely you could think of a reason why the publishers don’t like these book buyers. Used books and new books are substitutes. The existence of these used books surely reduces the demand for the new books.
Publishers have been dealing with this for some time. It used to be the case that a copy sent to a professor would be labeled Instructor’s Edition. The thought, no doubt was, that bookstores and bookbuyers or students would refuse to buy these books because they were originally complimentary. I’m not sure if you refuse to buy instructor’s copies, but they are out there. It wasn’t a slam dunk.
Finally, back to Dr. Mankiw. On the front cover of the book I received today, it says “Personalized Instructor’s Edition” and more importantly(?) it says “Specifically prepared for Professor Chad Turner, Nicholls State University, Compliments of N. Gregory Mankiw.”
Why would his publisher incur additional costs to print my name and university on the cover?
Do you think it will work?
Anybody want to buy my book?
–CT
March 23rd, 2006 at 7:46 am
I would say that by personalizing your edition of the latest release by Dr. Mankiw would make you feel “special, important, valued,” as a potential customer. I think it’s a great idea for the publisher to go to this extent to personalize the instructor’s edition. For the $.50 cents extra, or so to print the name of the instructor, they have already done the math which proves their miniscule investment will reap huge rewards/returns if/when the instructor decides to implement that edition into his/her curriculum.
As for the selling of your book, put it on Ebay and sell it for $.01, then charge $45.00 S/H!
March 26th, 2006 at 5:13 pm
I do not feel specifal, important, or valued. In fact, everyone of my colleagues also got a personalized book. There is something else going on.
There is no legal restriction preventing me from selling the book.
–CT
March 26th, 2006 at 7:32 pm
Dr. Mankiw’s publisher is trying to protect and promote his investment by adding the “personal touch.†Sounds like a sales tactic. Possibly, the publisher feels that personalizing a professor’s desk copy will ensure that the copy stays on the professor’s desk — or bookshelf. Whichever the case, it does not make good dollars and sense to me. If Professor Turner wants to use the book and adopts the text for class, wonderful. However, his name on the front cover will certainly not be the deciding factor. Even if a personalized cover dissuades owners from selling these desk copies, isn’t that a minor issue? I wonder how many second-hand books are adopted for mass publishing, particularly in a college classroom. Aren’t publishers in business for publishing? Professors want outstanding publications; they can go to the local mall to get anything personalized. And concerning confrontations with those annoying book reps, I would be happy to buy a beer for any graduate assistants out there!
August 22nd, 2006 at 9:08 pm
How much is the textbook?
December 3rd, 2006 at 8:25 pm
I believe that by adding the instructor’s name on the book they are trying to make sure that the book will stay with the instructor. They don’t want to lose any money because an instructor sold its copy of the book. In my opinion, by putting on the cover “Instructors Edition†is cheaper than if an instructor sold the book to a student and the publishers lost a sale.