Page 316 - Crisis in Higher Education

286 • Crisis in Higher Education

TABLE 13.1
Publishing Traditional Textbooks and Creating High-Tech Reading Materials:
A Comparison
Publishing a Traditional High-Tech Reading
Textbook Materials
Variable Cost Variable Cost
Action Fixed Cost per Book Fixed Cost per Unit
Idea generation Yes Yes
Writing/creating Yes Yes
Editing Yes Yes
Page proofs/formatting Yes Yes
Software development Yes: Basic Yes: Advanced
Printing Yes
Binding Yes
Pack for shipping Yes
Put in storage at printer Yes
Remove from storage Yes
Load truck Yes
Transport to bookstore Yes
Unload truck Yes
Put in storage at Yes
bookstore
Remove from storage Yes
Stock shelves at Yes
bookstore
Checkout and pay Sold copies only
Return unsold copies Unsold copies
to storage only
Pack for return Unsold copies
shipping only
Load truck Unsold copies
only
Transport to publisher Unsold copies
only
Unload truck Unsold copies
only
Return to storage Unsold copies
only
Upload electronic May have Yes
learning materials e-supplements
Distribute May have Yes
electronically e-supplements