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New Advocacy Initiative Focuses On Text Sales
04/30/02
With many college stores reporting a notable downward trend on their sell-through percentages for textbooks, textbook utilization on campus has become a focus for NACS' advocacy initiatives this year.
Although many efforts have attempted to address this issue in the past, NACS plans a broad, industry-wide campaign that will involve publishers, college stores, wholesalers, and other interested industry partners. The campaign is tentatively scheduled to launch sometime this summer.
To further NACS planning for the campaign, NACS staff recently met with representatives from the major higher education publishing companies in a focus group to discuss how publishers might partner with college stores to enhance textbook utilization.
Participants emphasized the importance of faculty's role in driving classroom purchases and indicated that the keys to a successful campaign would involve three things:
- Faculty education—Many faculty are unaware that students are increasingly reluctant to purchase textbooks.
- Simplicity—Messages from all facets of the higher education retailing industry must be consistent.
- Timeliness—Key messages must be delivered to faculty not only during textbook adoptions, but also during the first week of classes when most textbooks are purchased.
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