In an industry whose product’s price has risen at twice the rate of inflation, the Internet’s proven track record for change may bring the demise of textbook publishers.Certain sectors of our economy exist that simply should not be profit driven. Take health care. Pharmaceutical companies shouldn’t use their position to jack up prices on seniors looking to lower their blood pressure. The education system is another sector that should be free of profiteering. But, as any college student can attest, textbook companies have been very shrewd in their pricing and tactics (such as bundling books and issuing “new” editions).Because of the government’s role in financing students’ educations, the Government Accountability Office published a report seeking answers to the causes of ballooning textbook costs.The conclusion: Based on conversations with publishers the rise in costs was attributed in large part to the development and release of new “enhanced offerings.”Because of the supposedly high competition in the textbook market, publishers in recent years claim to have invested heavily in supplemental materials.While the cost and quality of a textbook may influence a professor’s demand for a given textbook because of students’ protests, publishing companies recognize the “competition” they are engaged in is ultimately among professors.Clearly there is a potential dilemma for professors between choosing the material which is most useful to them or to save students money and provide quality materials.Providing online quizzes which grade themselves, pre-made PowerPoints and ready to administer tests, it’s easy to see how the textbook industry is extending its influence into the classroom over its traditional role outside of the classroom.Many professors have designed their classes around these textbooks. After picking a textbook it seems there is little reason to change in the future. Textbook companies recognize this, which is why “enhanced offerings” are floated.I don’t mean to suggest all educators are lazy across the board. While I have crossed some clearly unmotivated instructors in my time at the University, such a sweeping indictment is inappropriate.But I do believe instructors could be saving students money by taking full advantage of the materials that have been made accessible by the Internet.First, it should be pointed out that textbooks aren’t necessary for every subject. The fundamental purpose of textbooks is to provide a narrative and logical organization of information relative to the subject.In many situations the professors can provide this narrative to students on their own accord — whether through a list of topics to cover mandated by their department or through their own design.For those classes in which the textbook has a use in guiding the class, rather than being used a crutch for the instructor, many “open” sources exist that are free for distribution and use.An instructor may be using a textbook because of the actual content it provides. For example, a math textbook might explain the Pythagorean theorem. But Pythagoras lived more than 2,000 years ago. It’s safe to say the word on triangles has gotten out. A textbook in this instance would not be valuable as a source of information because this knowledge is in the public domain.In such cases professors could provide their own personal notes or materials they created themselves. While it is certainly easier for them to elect to assign a textbook, they could instead reach out to the collaboration that is enabled by the Internet.The Internet cuts to the core of the current education paradigm that relies on textbook publishers.First, the Internet has leveled all barriers to information. Web sites like Wikipedia.org have shown the beauty of collaboration in which no single group controls information. By using the collective knowledge of the masses, the need for gatekeepers such as large textbook companies is in decline.Perhaps instructors could embrace the tenants of the wiki in cutting out the publisher and collaborating with their colleagues. The result would be academic quality materials without licenses or restriction.Second, because of the Internet, there are essentially no costs in providing the end user information. Textbook companies were necessary because they actually collected information and printed it in one place — there was a need for the physical material. Now, everyone with an Internet connection has equal access to information regardless of wealth. Producers of information can avoid charging, as a page can be displayed 10 times or 1,000 times with virtually no difference in cost.While a market for producing quality teaching materials to accommodate learning certainly exists, given the wealth of information available through the Net it appears the textbook industry’s core purpose is becoming irrelevant. It will require a concerted effort from professors through a shift in the approach to teaching, but hopefully the future of university learning materials will be “open” and not motivated by profit.—-Contact Mark Macmurdo at [email protected]