A "post Gutenberg" e-text for biology 101

In earlier posts, I talked about an electronic text Nature would publish this fall. I suggested that it was a noteworthy departure from the established textbook format and business model -- perhaps the first "post Gutenberg" text.

The etext is out now and being used on some campuses. I've had a chance to play around with it, and remain impressed. Here is what I've seen.

The professor creates a "classroom" like the one shown here. The classroom is personalized with her name and photo and an announcement welcoming the students to the class.

Click to enlarge

The classroom also contains the material she selected to include in the course. The material is organized into units, each of which contains several modules. In this example, she included four modules in the Introduction unit. She could also have included other material like summaries of and links to primary literature, and supporting topics like lab skills or hypothesis formation and data analysis.

Clicking on "textbook" takes us to the etext itself. I put quotes around textbook, because this is not a PDF-like reproduction of a typical textbook. It is not even a "book." It is a collection of 196 modules.

Each module begins with an introduction, listing the topics covered and the skills or learning objectives it teaches and concludes with a summary, which refers back to the topics and skills. Modules also have associated multiple choice quizzes. That is pretty standard textbook fare, but the teaching "pages" covering the material are not.

I've put the word page in quotes because these are not what we think of as pages. For a start, they vary in length and are significantly longer than typical book pages. Lets look at a sample page.

The page I picked is 17 screens long on my laptop. In addition to text, it contains 13 figures, a table and six test your knowledge questions. (The page I picked did not include any animations or videos, but others do).

As shown here, the figures are like those found in Scientific American Magazine -- high quality images with relatively long captions so they can stand on their own. (Nature and Scientific American are both MacMillan Publising companies).

The page I selected contained six open-ended knowledge test questions. After reading the question, the student submits then a suggested answer is displayed. This example shows a question, my answer and the suggested answer. These are not graded or reported to the professor -- they are food for thought.

The pages also include links to supplementary material like essays on the importance of this particular topic and primary references in a narrow, right hand column. The essays on the importance of a topic are written by practicing scientists and are comparable in format and quality to the text pages. The primary references include both summaries and links to the journal articles, and there are roughly 100 all together.

Modules also include multiple choice quizzes. The first time a student takes a quiz, the results are reported to the professor, but they can re-take the quiz as often as they wish. The professor has tools to analyze the quiz data, for example comparing the scores of a particular student to the class as a whole and, most interestingly, to other classes around the world which use this text. My guess is that we will see more analytic tools in the future -- perhaps one day giving very specific feedback to students.

As you see at the top of the screenshot, the classroom also contains links to a threaded discussion, grade book, and teaching resources, which include PowerPoint slides for all of the figures, a list of all the primary sources, and 2,000 test questions.

We have been talking about the professor's view of the classroom. The student view is somewhat different. They have access to flash cards and cheat sheets for each module. They can take notes while they study, and aggregate those annotations into a single study guide for the module. They can also hide or display their notes while reading.

The professor can see a student's annotations, but, at this time, there is no ability for students to share them among themselves. Students expect social networking these days, so my guess is that Nature will probably build support for study groups and sharing notes in future etexts.

The modular structure and content of this etext is different than a traditional etext and so is Nature's business model. Traditional textbooks are written by one or a small group of authors who write the entire book and receive royalties. By contrast, Nature has contracted with teachers and scientists to write specific modules and supplementary essays for a fee.

The payment model is also different. Traditional textbook publishers bring out new every two or three years to create demand for new books instead of used or rented books. Alternatively, they offer access to an electronic version for a limited time.

Nature has a different model. The student pays $49, which includes lifetime access to the material. Nature is committed to making continuous updates as the science and pedagogy change. The student gets a subscription, not a book. The $49 price is less than that of a typical print or electronic textbook, but every student in a class must subscribe. It seems to me that this would be attractive to the general public as well as enrolled students.

I don't know Nature's costs and revenues, but, since fewer than half of the students taking a class today purchase a new book, this subscription model might be more profitable than selling books. If this model catches on, it will hurt the used book, college book store and book rental (hard copy or electronic) businesses.

The reader does not have to download and install a program to use the book. The book is published in HTML and CSS, so it can be used with any modern Web browser. The server automatically detects the size and resolution of a user's display and delivers appropriate content. That allows students to use laptops, desktops, tablets, etc., but imposes extra cost on Nature -- they have to prepare around twenty different versions of each piece of art.

Gutenberg would not recognize today's books. About fifty years after Gutenberg, Aldus made signficant changes in typography, book size and production and the publishing business model. But Aldus would not recognize today's books either. Things like paragraphs, punctuation characters, chapters, indices, and tables of contents would seem to be radical innovations.

Nature has gone beyond the traditional ebook with this text, but, as with Aldus, I think this is just the first step.

More on Nature's forthcoming digital texts

A few days ago, I posted a positive note about a series of electronic texts announced by Nature Publishing. It sounded like a significant improvement over the electronic textbooks being offered by other major publishers, so, I followed up with an email interview of Vikram Savkar, Publishing Director for Nature Education. The questions and answers follow, and the added emphasis is mine, not his -- all good stuff.

When will it be possible to play around with the etext or at least a sample interactive lesson or other material?

We expect to be able to demo sample modules for press in early to mid August, ahead of publication of the full product for the broader market on September 1 2011. Review access will be available to instructors from September 1, 2011.

Is the etext a collection of interactive lessons or are the interactive lessons a supplement to an integrated textbook?

The interactive lessons in fact are the textbook. Each lesson is a thorough exploration of the topic at hand, beginning with background information, followed by a discussion of core concepts, mid-point self-tests, interactive activities to allow the student to apply core concepts, and end of lesson test questions. There are approximately 200 such lessons arranged in the sequence in which introductory biology courses are usually taught. Instructors will be able to rearrange the lessons if they teach topics in a somewhat different order. The lessons are interactive in two senses. First, because they are online - and integrated with the gradebook, annotation tools, self-tests, end of lessons test questions, and so on - students will actively drive their own progress through the material, with continual feedback to let them know where they stand. Second, most lessons contain rich interactive demonstrations (available in both Flash and HTML5 versions) that immerse students even more deeply in particularly key concepts. Taken as a whole, the interactive textbook combines what is best from print textbooks (thorough text, peer reviewed figures) with the best of what is only possible online. Note that the textbook will come with a rich set of supplements, including lecture notes, instructor guides, and more.

How often will it be revised?

One of our core goals in designing Principles of Biology was to enable it to evolve frequently, in response to both emerging scientific discoveries and suggestions that instructors have on how to expand particular modules. We plan to make these revisions on an ongoing basis. Instructors will be able to choose on a case by case basis whether or not they import these revisions during the semester, so no instructors will ever be surprised by an automatic update to the text. We think of this approach as creating a "living edition".

Will it be for sale to the general public as well as students?

Yes (and I agree with you, I think there are many lifelong learners who could benefit from this book) Principles of Biology will be available for individual purchase from the Nature Education website from September 1, 2011. The general public can pay $49 by credit card and will receive the same lifetime access that students do, with the same continual revision to maintain scientific currency.

To what extent, if any, will uses be able to cache material for offline study?

Students will have access to an offline digital version, which has most of the instructional content but won't be tied into the gradebook and a few other connection-dependent features. It's not a substitute for the full interactive textbook, but it should allow students to do some good studying on a plane or wherever else they happen to have time but no internet access.

What about DRM?

There is some DRM, but the heart of the anti-piracy strategy we've chosen for this program is ensuring that the official product is so effective that there is a significant disincentive to use a pirated version. For example, the assessments that we've integrated into every page of the textbook will feed into the online gradebook that instructors use to evaluate students' progress. Students who don't purchase the digital product won't be in the gradebook . . . that will be inconvenient for them. I'm sure some people will try to bend the rules. Overall, by pricing this product affordably, adding in plenty of value online, and mixing in a little bit of DRM, I believe we've created a strong case for people to use this product as intended.

Have you any art or sample videos that we can look at or link to?

Not just yet . . . the website is still in development and testing. We'll have samples available to you in August. We do have a few mock-ups of an iPad view of Principles of Biology if you would like to use them in the BYTE.com piece. These are early design concepts at this stage. You can see an example here.

Will there be a computer science "book" in the series? Will there be versions for non-majors, for example, "IT literacy" as opposed to computer science?

Since the natural sciences are our core strength as a publisher, our primary focus is to expand the program across most of the life and physical sciences in next few years. I would say that expansion into fields like computer science would likely only be through partnerships with publishers who specialize in those spaces.

If they deliver what they seem to be promising, and live up to the policies I've highlighted above, these will be terrific books. Since they are limiting themselves to life and physical science, I hope other publishers are watching.

(Here is another interview of Savkar -- check it out).

Textbooks -- moving beyond the "Gutenberg Bible"

Nature Education, in partnership with the California State University System (my employer), has announced a series of digital textbooks in college-level science. The first book in the series, Principles of Biology, is intended for biology majors and will be available September 1, 2011. It will be used at three CSU campuses in the fall.

Gutenberg's first books were reprints of the large handwritten bibles of the time. Today, traditional textbook publishers are offering machine readable versions of previously printed books and chapters. Nature's books promise to depart from tradition in the way they are created and distributed.

Nature's books will be "born digital" -- created from scratch by a group of scientists, instructors, artists, and interaction designers working together under the guidance of their editorial team. The first book will not be out until September, but it is undergoing extensive peer review by CSU faculty and is slated to include 175 interactive lessons and the usual supplementary material like test banks and PowerPoint presentations.

Nature's business model is also is also different. The biology book will retail for $49, which is cheap by the standards of the mainstream textbook industry. But that is not the big change. Students purchasing electronic versions of textbooks today typically gain access for a limited time, perhaps a year. Nature is proposing lifetime access to a continuously-updated book -- a textbook with an open-ended subscription.

They plan to sell direct to students through college book stores or sell site licenses to schools. But, if the subscription/books are as good as they sound in the press release, won't there be a general retail demand for them? Hey, I want one.

The textbook industry is ripe for change. There are a few dominant companies (including Nature’s parent company, MacMillan) with large sales forces, high printing and distribution costs, and bookstore markups. (Click the image above for a cost breakdown). These books from Nature may be game changers. Nature is a prestigious publisher, the CSU is a large textbook customer, and the access model and price are very attractive.

Nature is departing from the traditional textbook model by having a team of collaborators create a digital book from scratch and selling it as an ongoing subscription at a low price. If they can deliver, they may be the Aldine Press of our day. (Aldine's 15-16th century innovations included publishing small, portable books, punctuation like the period at the end of a sentence, and typography like italic text). Stay tuned for more when we get some hands-on experience with the biology book and interactive lessons.