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Textbook publishers explore direct-to-student marketing and sales
Inside Higher Ed: Don’t be surprised if major publishers show up on campus this fall. In an effort to increase awareness -- and sales -- of digital course materials, publishers are pitching and selling their products directly to students.
The ongoing transition from print to digital in the textbook world is providing publishers an opportunity to learn more about students as consumers and, over time, gain greater control of how course materials are sold, analysts say. Several of the major textbook publishers, Cengage Learning and McGraw-Hill Education among them, have already begun that process by expanding the scope of their marketing.
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