March 4th, 2012
Annie Keegan has a posting on open.salon.com about textbook quality that has been getting a lot of attention lately. It’s worth a quick read.
She bemoans the quality of (US) K-8 math textbooks, and blames it on rushed and underfunded development schedules caused by the greed of a quasi-monopoly of “educational publishers left after rabid buyouts and mergers in the 90s”, plus squeezed budgets.
Of course this is true in a trivial sense – the textbooks are in fact horrible, publishers do try to maximize profits, budgets are always less than one would wish, and the textbooks are indeed “there’s no other way to put it—crap”.
But she completely misunderstands the causes. And this misunderstanding is likely to lead to more of the same problems, instead of solutions.
At one time, a writer in this industry could write a book and receive roughly 6% royalties on sales. The salesperson who sold the product, however, earned (and still does) a commission upwards of 17% on the same product. This sort of pay structure never made sense to me; without the product, there’d be nothing to sell, after all. But this disparity serves to illustrate the thinking that has been entrenched industry-wide for decades—that sales and marketing is more valuable than product.
First, the 6% royalty on all sales of the book is not comparable to the 17% commission on an individual sale to a single school. The salesperson only earns commission on what she sells. There are many salespeople who split that 17% of the book’s total sales, but only one author who collects all of the royalties.
And I don’t think Keegan would complain that a bookshop earning a 40% markup on a book is an indication that retailing is somehow more important than authorship.
Second, the “the thinking that has been entrenched industry-wide” does not decide how “valuable” each contribution to making a book is. There could never be any consensus on that.
Instead, compensation is based on supply and demand – if more people want to be textbook authors, that increases the supply and reduces the pay. If less people want to sell them, that decreases the supply and increases the value of salespeople. If Ms. Keegan thinks salespeople have a better deal, perhaps she should become one – this is how the market shifts labor (and other resources) from less-valuable to more-valuable purposes. If she prefers to remain an author despite the (supposedly) lower pay, that’s her choice, and that choice shows that, to her, being an author (with lower pay) is better than being a book salesperson (with higher pay). She ought not to complain if she is better off — by her own standards.
But none of these misunderstandings get to the heart of why the books are “crap”.
The books are not crap because of the publisher’s greed and the limited budgets.
People who make televisions and plumbing supplies and instant noodles are greedy humans, too. And the people who buy them always wish they had more money to spend than they do. Yet these things aren’t crap.
School textbooks are crap because, unlike televisions and plumbing supplies and instant noodles, the people who make the decision to buy them (administrators and school boards) are not the same people who use them (students and parents).
These two groups of people – buyers and users – have different priorities. The quality of content is foremost for the users of the textbook, but the buyers are easily influenced by other things – fun trips to “educational seminars”, fancy lunches paid by salespeople, kickbacks of varying forms and legality, etc.
In the end, publishers must supply what buyers want, or face being replaced by other publishers who will. What students and parents want is relevant only insofar as it influences what buyers want. Even if a publisher were to have high standards, ensure adequate budgets and schedules, etc. to produce a high-quality product, this would only mean that their expenses would be higher than those of publishers who concentrate only on what sells books.
This problem cannot be solved by changing how publishers work or how school boards and administrators buy textbooks. Buyers will always do what is good for buyers and sellers (publishers) will always do what is good for sellers – increasing budgets simply means they will do more of it. This is an iron law of nature.
The only solution is to make the buyers care more about the wishes of the users – parents and students. As long as students are assigned to schools without choice, administrators have little reason to fear losing students and the funding the comes with them – it’s easy to prioritize (and rationalize) their personal interests as buyers over the interests of users. School choice forces administrators to care about losing dissatisfied students and parents – and so to demand quality textbooks.
Like pushing on a string, changing what suppliers offer does not change what buyers want. Buyers will simply find other suppliers with less scruples. You can only pull on a string – change will happen only when buyers demand better quality from publishers, and that can happen only when buyers and users have the same interest – quality textbooks and quality education.
 Of course the whole issue with math textbooks is moot because math doesn’t change; there’s no reason to update math textbooks in the first place. If you’re a school, my advice is to find a good math textbook that’s 100+ years old (and therefore out of copyright) and use it.
But book salespeople won’t take you on fun trips if you do that, so while this advice is best for your students, it might not be best for you as an administrator. Which is my larger point.
(Some will say that math doesn’t change but teaching methods do – I agree, but for the very same reasons that textbooks are “crap”, they don’t change for the better.)