Grow Custom: Symtext

CAMEX starts today with the launch of education, and we have our most recent sponsor of the Grow Custom Initiative to announce.  Symtext (CAMEX Booth 6924) has also joined in sponsorship of the Grow Custom Initiative.  Enjoy CAMEX, please stop by the NMS area of the Opportunity Hub to learn more about the Grow Custom initiative and visit our sponsors.

What do you see as the future of custom course materials?

I think we still underestimate the future impact of custom. Every major trend and technological development points toward a growth in custom as a share of the overall market. We aren't looking at a simple transposition of print custom (e.g., coursepacks) to digital but rather a major market shift toward digital custom learning materials. This is driven by everything from devices (which are profoundly altering the nature of demand for learning materials) to publishing processes. The barriers are coming down; we should see more custom business as an overall percentage of the market. Educators, as they realize just how simple it is to produce multi-publisher, multi-format custom learning materials, are moving toward custom in greater numbers. That said, we also underestimate the technical and business requirements of providing a custom digital learning materials experience. It is not enough to offer downloadable PDFs, for instance; the requirement for digital custom learning materials is that they be "always on", device neutral, and social. This creates a set of technical and business challenges that aren't easy to overcome.

What role do you see for stores with custom course materials in the future?

Upon initial examination, the e-textbook market seems a hard one to win for campus stores. The obvious threat is one of disintermediation, driven by low prices and ease of access to e-textbooks. But custom learning materials are different. In many cases, "some assembly required" is the norm, given that many faculty want help and support sourcing, assembling, and distributing learning materials into the classroom. This represents an enormous opportunity for campus stores. It is also the antidote to low cost generic e-textbooks: the campus store can add tremendous value by acting as the assembly, commerce and data hub for custom digital learning materials. The opportunity is at hand to take on a strategic role in learning materials content management -- and, again, the commerce and data that comes along with it -- which includes critical roles in the assembly and distribution of custom digital learning materials. What's needed is more than just a means of delivering custom materials on a course by course basis, but rather a custom digital learning materials platform: a universal solution to a fast growing opportunity.

What makes your product or service unique?  What products or services do you offer in this space?

The Liquid Textbook platform is used by schools -- via the campus store -- to deliver:

• The ideal mix of chapters, cases, videos, presentation materials, links etc., for every course. Content may include fee-based, open, and self-authored learning materials. All materials are fully rights managed, and supported by our authentication, e-commerce and royalty payment processes.
• Cloud-based, device neutral, HTML5 custom learning materials. Liquid Textbooks are not tied to a specific device, and are not dependent upon installing and managing software. It's an always-on, stable, secure, and truly online learning experience built around perfectly customized learning materials.
• Social learning. There are Liquid Textbook applications for online, offline, and device use which are all synchronized in real time: annotations, comments or self-authored materials may be added and which appear immediately to all users regardless of the device they are using.
• An ever increasing set of easy-to-use tools for campus stores. Building Liquid Textbooks is simple, but we can also add support for custom branding, Learning Management System integration, custom metrics, distribution for faculty authored learning materials, the inclusion of materials from electronic reserves and more. We can integrate with campus store online purchasing, and create unique versions of Liquid Textbooks for each section of a course. Materials may be added during the course itself to create a truly responsive, fluid learning experience. We can even offer differentiated pricing for students taking the same class, which is often a billing headache for schools to solve.
• Personalized training and support. While the platform itself is easy to use, Symtext provides both technical and business support, so that there is always someone to call, and someone to help you get started.
• Integration into Print on Demand services.
• High rates of purchase. We have proven that custom digital learning materials, built to be device neutral and social, maintain their rates of purchase term over term.

Who should stores contact for more information? 

Ian Barker: ian@symtext.com, or via Twitter @irbarker.

Grow Custom: Pearson

Today's sponsor highlight of the Grow Custom Initiative is Pearson Learning Solutions (CAMEX Booth 5309).  CAMEX starts in just a couple days, please be sure to visit all of our Grow Custom sponsors!

1)              What do you see as the future of custom course materials?

a.      The marketplace for custom content will continue to be defined by engaging material that addresses students' unique needs. In the future, customized materials will play a leading role in evaluating student performance in the course. Pearson Learning Solutions (PLS) is at the forefront of this movement towards greater personalization. Our ability to help professors create new content and manage existing Pearson content that specifically addresses these issues is unparalleled. Content, whether print or digital, and technology will exist side by side for the foreseeable future and increasingly, we'll see digitally-based solutions for placement, learning and evaluation of student performance in the course.

2)              What role do you see for stores with custom course materials in the future?

a.      PLS engages with the college store as the concierge for all students' course needs. Whether it's print, digital, or a hybrid solution, the college store on-site or online is the venue of choice for a campus-based or distance learner. The store management team will likely become more proactive in helping faculty and students recognize the value of customized material as a superior offering for all stakeholders in the campus community.

3)              What makes your product or service unique?

a.      PLS takes a holistic approach to the creation and delivery of custom content. Our editors, in conjunction with a talented PearsonONE sales team, make every effort to "dig deep" and find the right solution for every instructor in every course. We partner with faculty to adapt existing materials and find and create additional resources that result in an enhanced print/digital solution that's tailor made to the instructor's individual course. We call those CUSTOM+ solutions.  In addition, we offer a range of world-class educational services "beyond the book" that provide cost-effective and pedagogically sound solutions for almost any adoption at a variety of price points. 
 

4)              What products or services do you offer in this space?

a.     PLS offers a variety of print and digital solutions that can be customized to individual faculty needs. For example, we can publish a simple book of third-party readings in black and white with an attractive cover.  Or, if an instructor wants to personalize his or her own textbook, the Pearson Custom Library offers state-of-the art, on-demand publishing solutions. Pearson Custom Library uses a simple user interface that allows an instructor to select from thousands of textbook chapters and third-party readings. Instructors can even upload their own material for additional levels of customization.  For online courseware, Pearson's CourseConnect offers customizable online courses with recommended course descriptions, syllabi, lessons containing rich media, graphics and interactivities, discussion questions and assessment banks.  

5)              Who should stores contact for more information?

a.      More information about PLS products and services can be found at www.pearsonlearningsolutions.com. Don Golini is the PLS Director of Bookseller & Vendor Relations and can be reached via email:  don.golini@pearson.com.

Grow Custom: John Wiley & Sons

Today’s highlighted sponsor of the Grow Custom Initiative is John Wiley and Sons (CAMEX Booth 4800).   CAMEX is now just a few days away.  Be sure to attend the Digital Update on Saturday afternoon, or visit the NMS area within the NACS Opportunity Hub to learn about these and other developments.   We will have information at the booth to help you find your way to each of the Grow Custom sponsors. 

1)         What do you see as the future of custom course materials?

The demand for Custom course materials continues to grow because it answers a need.  Custom publishing allows instructors to create a product tailored to their specific course needs allowing the students to only pay for the content that will be used- whether that’s select textbook chapters, readings, professor created content or some combination.  We foresee Custom moving from Customized Content to Customized Curriculum.   These offerings will integrate assessment elements and media components with the customized print or digital content.

2)         What role do you see for stores with custom course materials in the future?

The campus bookstore provides a one-stop shop for students to easily get access to their custom materials.  Often it is the best (and usually only) place carrying the product.  Wiley continues to see the bookstore as a partner in delivering quality material to students.  

3)         What makes your product or service unique?  What products or services do you offer in this space?

Wiley Custom Learning Solutions is our full-service custom publishing department that offers an array of tools and services designed to put content creation in instructors’ hands. Our suite of custom products empowers users to create high-quality, economical education solutions tailored to meet individual classroom needs. For example, Wiley Custom Select is a revolutionary custom textbook system that allows the instructor to “build” customized materials tailored to their course needs. In a simple 3-step process, instructors create a textbook containing the content they want, in the order they want, and delivered in a printed or digital format of their choice.  To view a demo of this site, visit www.wiley.com/college/wcsdemo.

4)         Who should stores contact for more information?

At CAMEX, please look for Rich Bigger (rbigger@wiley.com), Director of Customer Relations, at the Wiley booth.  Bookstores can also work with their local campus sales representative (www.wiley.com/college/rep).

Grow Custom: Virdocs

Today’s Grow Custom highlight is on Virdocs (CAMEX booth #2521).   Virdocs is a new sponsor of the Grow Custom initiative. 

1)      What do you see as the future of custom course materials?

-           We see the textbook market as a whole moving towards custom. As digital textbooks become more of the norm, they’ll become more flexible. We’ll move away from a digital text built off of the structure of a paper text and into a more malleable content delivery platform. The biggest hurdle is getting the content to be written to stand alone and then producing a very fluid, simple process for professors to package their desired course materials. There will always be a place for the one-stop-shop standard textbook, but going custom tailors the content to your course and that is good for students.

2)      What role do you see for stores with custom course materials in the future?

-          In our opinion, right now is a very important phase for stores and their involvement in the future. As things move towards digital, they have the opportunity to get on board or be passed over. The biggest asset a store has is its proximity to the content creators, Professors; and that isn’t changing. If they can implement an effective digital platform, that absorbs custom materials, they’ll be in a strong place to control their future.

3)      What makes your product or service unique?  What products or services do you offer in this space?

-          We give stores the tools to do what they otherwise could not. We have built a cost-efficient, cloud-based platform tailored to higher education, which allows stores to make their custom course materials available digitally. Our mission is to provide stores with a digital platform that seamlessly integrates into their current operations. The stores maintain control; we don’t take over permissions, we don’t take over printing, they are still the contact with professors, etc. Simply, we are a technology company that partners with bookstores and print shops so that they can offer a digital option to their customers. 

4)      Who should stores contact for more information?

-          Greg Fenton, Co-Founder & CEO, sales@virdocs.com

-          Tim Haitaian, Co-Founder & CFO, admin@virdocs.com

Grow Custom: AcademicPub

Today’s Grow Custom highlighted sponsor is Academic Pub (CAMEX Booth #7028).  CAMEX is now about one week away.  Please be sure to visit the Grow Custom sponsors and learn more about where custom is headed so that you can think about the custom course material strategy for your campus.

 1)            What do you see as the future of custom course materials?

Our message has always been simple to higher education professionals: your book, your way. And through experience we know that means the future of custom course materials lies in lower prices and the largest possible selection of up-to-the-minute materials for students. Furthermore, ease of use, quality, and efficient distribution methods will continue to grow in importance.

2)            What role do you see for stores with custom course materials in the future?

Custom course materials are growing at a faster rate than the overall textbook market.  So, as custom materials increase proportionally they will help drive traffic into stores.  We also anticipate bookstore staff and management will be in a position to provide specific assistance to faculty in the development of their custom textbooks and the smarter stores will thus provide a level of 'service' for faculty that will help grow the proportion of custom materials used on campus.  A virtuous circle: the more store management support faculty in building custom materials (using platforms like AcademicPub) the more custom materials are sold in the bookstore and the better are the prospects for the campus store long term.

3)         What makes your product or service unique?  What products or services do you offer in this space?

AcademicPub is unique in its ability to aggregate pre-cleared content from many different publishers in a manner that’s not only self-service (although with ample support if requested), but easy. The inclusion of real-time copyright clearance for articles outside of the Library increases the breadth of content that can be provided immensely. At the same time this allows professors to be highly selective in creating textbooks that only have the necessary information, and this lowers costs and thereby increases the likelihood that students will actually purchase the assigned material…and learn!

4)         Who should stores contact for more information?

Todd Anderson will be attending CAMEX and would love to hear from you, you can e-mail him at toddande@gmail.com

Alternatively, our Customer Service staff is ready to help:  1-888-212-3120

support@sharedbook.com

Grow Custom: LAD Custom Publishing

Today's Grow Custom highlight is on LAD Custom Publishing (CAMEX Booth #5003).

1)      What do you see as the future of custom course materials?

LAD is very optimistic about custom materials for the future. It's a huge benefit for the professors and students, as well as the bookstores. You'll  never hear a student complaining that the professor only used 3 chapters out of a 15 chapter book. We're already seeing many new faculty make the switch to custom as the processes to do this have become much easier over the years. The digital migration has begun as well and we're helping many faculty and bookstores make the transition. Don't get left behind and choose partners that are willing to keep the bookstore as the main channel for content.

2)      What role do you see for stores with custom course materials in the future?

 LAD has always viewed the bookstore as the key channel to distribute content and we still believe that's true today and in the future. We'd like to see bookstores get much more aggressive on campus in providing information to administrators, IT and faculty about digital content and how the bookstore can facilitate the process. There are many companies like LAD that will partner with bookstores to be the expert on custom and digital on their behalf. You are the "expert" so just let everyone on campus know about it.

3)      What makes your product or service unique?  What products or services do you offer in this space?

LAD has always been known for great customer service,  high quality printed material and on time delivery, but we want bookstores to know that we can also assist them in delivering content in several different digital formats. We have a very simple solution for delivering course materials online as well as a branded iPad App that allows our bookstore partners to compete with anyone on campus trying to by-pass them. We handle all copyrights and payment of royalties, communicate with your faculty, deliver a branded print, digital or print+digital format and we still offer the industry's only true 100% Return Policy.

4)      Who should stores contact for more information?

We'd love to see you at our booth so stop by 5003 and say hello. We'll show you why over 550 campuses nationwide trust LAD for all their custom needs. Please contact Lance Liggin for more info at: lliggin@ladcustompub.com or toll free 877-318-8800. Our website is: www.ladcustompub.com

Grow Custom: Cengage Learning

Once again we are highlighting one of the sponsors for the NMS Grow Custom initiative.  Today’s highlight is on Cengage Learning (CAMEX Booth #4414).  If you are attending CAMEX please remember to visit the Grow Custom sponsors and stop by the NMS area within the Opportunity Hub to learn more about this initiative.

1)      What do you see as the future of custom course materials?

We expect even more faculty to want to adopt course materials that are customized to fit their syllabus.  We are currently starting to experience faculty demand for customized digital content as well as print.

2)      What role do you see for stores with custom course materials in the future?

Given the great advantages that stores realize from custom materials – especially the excellent student sell-through – we expect more and more stores will work with publishers to identify the best custom opportunities on their campuses (those traditional adoptions with low sell-through) as targets to reinvent as custom.  Stores will also partner with publishers to emphasize the student and faculty value through in-class and in-store marketing.

3)      What makes your product or service unique?  What products or services do you offer in this space?

Cengage Learning recently installed state-of-the-art printing capability in the distribution center which is designed to reduce turnaround time on custom titles.  Cengage Learning also has twice the return limit on custom as compared to our competitors (20% vs. 10%) even though the actual returns rate has remained below 10% in spite of larger initial orders from stores.  This reflects the excellent student sell-through that stores are experiencing with custom materials.

4)      Who should stores contact for more information?

Please contact Susan Stout, Cengage Learning’s College Store Marketing Manager at susan.stout@cengage.com, or contact your Cengage Learning reps for more information and to work together to drive more mutually-beneficial custom business.

Grow Custom: McGraw-Hill

Next in our continuing series on the Grow Custom Initiative, today's highlighted sponsor is McGraw Hill (CAMEX Booth

4014).

1)         What do you see as the future of custom course materials?

The adoption and use of custom course materials will continue to increase rapidly because custom course materials can better meet the needs of students and instructors. Instructors can combine their own materials with publishers’ content to create custom course materials that meet the specific needs of their courses. Custom materials allow students to purchase only the materials they actually need for a course.

2)         What role do you see for stores with custom course materials in the future?

Because custom materials are customized for a specific course at a specific school, the best (sometimes only) place for a student to acquire them is their college bookstore. Online and national distributors will not carry custom materials because they cannot be sold at other schools. Students trust the college store to have exactly what they need for their courses, so there is no uncertainty or confusion about which product to buy. Stores are trusted by faculty as well and are a valuable resource when working with instructors to customize course materials.

3)         What makes your product or service unique?  What products or services do you offer in this space?

Our Create custom book-builder product offers instructors the ability to create their own customized textbooks. Create includes McGraw-Hill content as well as valuable “Special Collection” content from third-party sources. Instructors may also upload their own content and include it in their custom text. Create is the easiest custom publishing site available today, with an intuitive and clean user interface. In addition to create, McGraw-Hill’s Learning Solutions team also offers complete print and digital custom capabilities as well as curriculum design and original content creation services.

4)         Who should stores contact for more information?

Please contact Carter Alligood for more information:

Carter Alligood

Channel Manager

McGraw-Hill Higher Education
1333 Burr Ridge Parkway

Burr Ridge, IL 60525

carter_alligood@mcgraw-hill.com

Grow Custom: University Readers

In our continuing series on the Grow Custom initiative, today's highlighted sponsor is University Readers (CAMEX Booth 3323 -- New Exhibitor Area).





1) What do you see as the future of custom course materials?

The future would be for providing students and faculty more choice. Today's students are growing up in middle and high school with access to wide variety of educational resources, beyond off-the-shelf textbooks. They will have different expectations about materials, options, and what kinds of tools best mach course objectives. Custom is a natural fit for these new expectations. For faculty, not being bound by pre-set content, and having the flexibility to choose what best aligns with the course, opens the door for creativity and higher engagement. And, technology and publisher awareness is making the process of starting custom much easier. I see a wider adoption of custom as younger faculty matriculate up through the ranks as well, because younger faculty we speak with relish the opportunity to express their points of view.

2) What role do you see for stores with custom course materials in the future?

Stores can be a facilitator, champion, and proponent of custom. Not only is custom is good for the classroom environment, but it's also a value-added service stores can provide to faculty. "Smart custom", materials that are uniquely designed and 100% relevant for the course, create a stronger, recurring revenue stream for the stores, with a product that is relatively closed-circuit. The challenge, of course, is that it's tough to scale a robust marketing and fulfillment operations with custom being only a part of the bookstore services. The bookstores support the entire university for materials and supplies; while custom is a terrific approach to course materials, it also requires some commitment and time-share. We think that closer working relationships with custom partners can be positive, helping stores scale their services and grow custom on their campus.

3) What makes your product or service unique? What products or services do you offer in this space?
University Readers provides full course pack and custom textbook services. Like you'd expect, we do full copyright clearance and indemnification, a variety of print and digital formats (laptops, iPads, droid tablets, etc.), and an exceptional turnaround time of 2-3 weeks. What makes us unique is 3 benefits to stores: 1.) our publisher partnerships, which provide about 120,000 readings from top academic publishers like Routledge, University of Chicago Press, Perseus Books, and more in our online library. Faculty can mix-and-match on content online, and order their course pack; 2.) our one-on-one reference consultation services with faculty, which help bridge syllabi and learning outcomes to readings. This helps bring brand-new faculty to custom; 3.) our targeted marketing approach can find faculty teaching courses more apt to custom, with suggestions for content based on the tens of thousands of readings and projects we've done over the years. We're ready to partner with stores to help them grow custom on their campus.

4) Who should stores contact for more information?
Contact Christopher Foster, General Vice President at cfoster@universityreaders.com, or Mike Simpson, Vice President Sales and Acquisitions at msimpson@universityreaders.com. We will also be at CAMEX and the New Exhibitor Hall at Booth #3323, and presenting ourselves during the Technology Product Spotlight.
Thanks so much!

Grow Custom: Flat World Knowledge

 

Over the next few weeks leading up to CAMEX we will provide a brief highlight on each of the sponsors of the NMS Grow Custom initiative.  Today’s company is Flat World Knowledge (CAMEX Booth 3223 – New Exhibitor Area).

1)   What do you see as the future of custom course materials?

I think the future of custom is unfettered control of classroom content no matter size of your class, your teaching focus, or how that content is delivered.  We believe every instructor’s course is unique, and we believe it is important to give instructors tools that allow that uniqueness to be reflected in their core teaching materials, including their textbook, no matter what format that textbook is needed in.  The key to unleashing that textbook control is license and platform.  Flat World Knowledge is redefining the market for license, formats, and platform.

2)   What role do you see for stores with custom course materials in the future?

Stores will need to continue to evolve to handle all formats.  Print distribution (custom or original) through the on campus store hasn’t worked for the publishers and authors for years.  It’s been a “wack a mole” strategy of publisher vs. bookstore and has been unsustainable for both, and certainly unfulfilling to the student.  So it needs to change.  It’s not clear who will win the battle for digital distribution and/or custom distribution on campus.  While “custom” might help in the battle against the off-campus distributors, it’s likely to create other local distributors who want a piece of the action. 

3)      What makes your product or service unique?  What products or services do you offer in this space?

Our product (MIYO – Make It Your Own) is unique in at least four ways:

·         Unfettered control of content no matter if you have one student or 1,000;

·         DIY platform puts you in charge of your content daily, weekly, monthly, or only once in your lifetime – it’s your book, Make It Your Own!

·         Output in five (5) formats (print and digital) so your students have maximum choice around consumption.

·         Share so others can benefit from your MIYO and also so you as MIYO author can make some money.

4)      Who should stores contact for more information?

Bookstores can call (877) 257-9243 or bookstore@flatworldknowledge.com for more help.  Thanks.

Custom is the Next Rental

There is a great article on the Grow Custom initiative in this today's Campus Marketplace.  The piece compares the current developments in Custom to what occured in college stores with Rental textbooks over the past two years.  Stores are well positioned to retain and grow market share in this space, but as with all things there is a window of opportunity.  

The Grow Custom Sponsor's page is also now live with links to each of the companies who are sponsoring this initiative and their booth number at CAMEX.  Check them out.  The new smart custom and tools to help faculty create them may not be the custom you remember.

Grow Custom Campaign and Initial Sponsors Announced

At NMS we have often in the past spoken about shifting store focus from "margins" to "market share" in recognition that our business environment and core product are changing.  A common question has been, "Well, how do we do that?"  

In response, starting this month and going through the coming year we will be focusing on a Grow Custom, Grow Green  initiative.   Through blog postings here, a range of activities at CAMEX later this month, subsequent webinars, articles, and other communications, NMS will be encouraging stores to explore options to grow the volume of custom course materials and other custom product sold through campus stores.

To be clear, we are not talking about "dumb custom" here, which traditional has been viewed as a poor product, and justifiably so. For more on smart versus dumb custom, please read our prior post on that topic from a couple weeks ago.



The Grow Custom initiative is about growing good value, good products, and good business.

We know that many stores have traditionally resisted custom course materials for a range of reasons.  Today's (and tomorrow's) custom is not what it once was.  The data we are observing suggests that the custom movement, whether stores choose to participate or not, will be larger than the recent shift to rental -- a model which transformed some aspects of the North American college store industry over the past two years.  Stores that forgo engaging in growing custom will see further market share reduction.  Stores cannot pass on this opportunity to help students acquire the "just what you need to succeed" course materials for the classroom.  The future of custom is not just a "win-win" for stores and their communities, but a "win, win, win."

We are NOT alone.
The good news is that there are many companies and organizations -- both old and new to our industry -- which can help stores be more successful with growing custom.  Even better, they recognize the value of the college store in the custom equation. 

NMS is excited to announce our first TEN sponsor partners of the Grow Custom initiative.  At CAMEX they will be highlighting their solutions and NMS will be coordinating a range of activities to give stores exposure to what is happening in the custom space.  We will soon be providing links to additional information about each of these sponsors and will provide additional information through the NMS website.  We strongly encourage you to take the time to attend product spotlights, visit booths, watch demos, and talk with these organizations about what they are doing in the custom space. 

Our initial 10 sponsors include the following organizations:

We thank these sponsors of the Grow Custom initiative.  At CAMEX and in the coming weeks be prepared to hear more about the Grow Custom initiative and these organizations.  Watch for more information throughout this month and 2012.  Be sure to check out our sponsors of this initiative at a later date, and view the NMS Grow Custom information page often as information about our sponsors and other opportunities or resources will be added regularly.  You can also complete an Interest in Participation Form to learn more about this or other current NMS initiatives.