E-books sales are rocky, Print Books still remains Contender 11/23/15

By Katerina Biancardi

In 2014, the book publishing industry saw $3.38 billion in e-book sales, but print remained the largest revenue contributor at $4.84 billion, according the Association of American Publishers.

From 2009 to 2011 e-book sales saw a growth, bringing about $46.6 million in increased sales. However, the increase of e-book sales has not remained consistent.

E-books sales fell by 10.3 percent in the first five months of this year, according to Association of American Publishers, which gathers data from about 1,200 publishers.

Michael Kiely, director of course materials at University Co-op, said even with society going digital, book prints trump e-book sales, and are preferred by students at the University of Texas.

During the 2015 fall semester, the total of e-books unit sales at the Co-op was 704 items combined between the Co-op two largest e-book providers, CourseSmart and RedShelf.

On the other hand, the total of print books unit sales items through the Co-op was 97,213 items.

E-books sales only make up 1.8 percent of the Co-op’s business. That small business has stayed constant over the past few years, according Kiely.

“We do this because it’s cheaper and it’s what a certain segment of students want,” Kiely said.  However, the Co-op only receives only about 6 to 7 percent commission on e-books sales according to Kiely.

However, for print books, the Co-op does not receive a commission. Instead the Co-op receives sales margin, the average sales margin for print books is on average 23 percent, according to Kiely.

“That little commission [on e-book] that we get is now just keeping the lights on and helping pay the labor,” Kiely said.

The Co-op financially benefits more from print books sales, but there are more resources required to get the tangible book on the shelves, Kiely said.

Kiely said the process for e-books is much more simple.

The e-book company providers such as RedShelf and CourseSmart negotiate with publishers to make the textbooks available in an e-book format. Students can purchase e-books online and at two store kiosks in the Co-op.

“All the upfront costs in the technology that we have invested in connecting RedShelf to our website and the kiosks are all done,” Kiely said.

As a business the Co-op does not have preference, Kiely said.

“Our mission is to provide the student what course materials in whatever they need and whatever format they want it in,” Kiely said.

However, Kiely said he has noticed students favor print books compared to e-books.

“Given a choice students prefer the print book,” Kiely said. “More than 90 percent of the time.”

There has to be a significant difference in price for a student to choose an e-book against a print book, Kiely said.

“There’s been times when we are flat out of the [print] book, and a digital one is available, but they [students] say no,” Kiely said.

Students rather wait several days in order to receive the print version, Kiely said.

Allie Mullin, 19, UT sophomore studying early childhood development from Dallas, said she prefers print over e-books any day, even if print is more expensive.

“I only like and prefer print, so that I can write in them, ” Mullin said. “So buying them is essential.”

Mullin said she prefers print books because it is a more tangible learning process.

“It’s very hard to concentrate and actually learn when looking at e-books versus looking at a regular old textbook,” Mullin said.

There is a higher demand for everything to be digital, especially in the form of textbooks, according to Mullin.

“In most of my classes we get the choice, but I do see a lot of people that have e-books, mainly because they are cheaper than print textbooks,” Mullin said. “But I just prefer holding a book in my hands.”

On the other hand, Josh Guerra, 21, a UT senior studying rhetoric and writing from San Antonio, said he prefer e-books over print books because they are cheaper.

“Costs is probably the most important thing when it comes to purchasing a book,” Guerra said. “I wouldn’t spend money on a book I can find free online or find somewhere else way cheaper.”

Additionally, Guerra said e-books are more convenient and offer more learning tools than print books.

“I always have my laptop with me, and sometimes forget to even put my [print] book in my backpack, but I never forget to bring my laptop because it’s already part of my routine when I head out,” Guerra said.

While some like the tangible reading experience, Guerra said e-books offer interactive studying materials not found in print books.

“You can also do much more in an e-book than with a printed copy,” Guerra said. “Most e-books come with online study guides, chapter quizzes and tests and a bunch of other activities to help you learn the material.”