New textbook lists boost competition

Author: Tim O'Grady

The release of course textbook lists two weeks before the semester commences and a $500 giveaway for College Bookstore members were the first of a myriad of developments for the newly renovated Bookstore in Proctor Hall.

The new bookstore, which will sell textbooks, school supplies and memorabilia in its old location, will be completed by May 2009. The clothing and gift section of the store has already been completed and can be accessed through the newly renovated entrance on Hepburn Road.

"The space is finally going to be worthy of Middlebury," said Jansen. "It's going to have the look and feel of a college of this caliber."

In addition to selling textbooks and products, the bookstore will also serve as a social space for faculty lectures and students events. All of the fixtures in the Bookstore will be on wheels, which will increase the functionality of the space.

"We look at it as a great opportunity to create a sense of community and do more things for students in the Bookstore," said Jansen.

Additionally, Jansen continues to build up the bookstore's reward and Facebook networks by holding various members only promotions. The most recent promotion was a $500 giveaway in which 10 students each won $50 of redeemable store credit.

Jansen reiterated that such giveaways benefit the Middlebury community as they deliver value back to the students themselves and increase Bookstore profits.

"We're not giving away $500," said Jansen. We're reducing the costs of textbooks for 10 students by $50."

Jansen has been featured in a smorgasbord of publications for effectively using Facebook to promote the Bookstore. Jansen has set up his own account, as well as a Middlebury College Bookstore fan page on which students can learn about deals and giveaways. The most recent giveaway was conducted on Facebook and only those students who were "fans" of the Bookstore's page and friends with Jansen were eligible for the reward.

Another major development is the Bookstore's decision to release course textbook lists two weeks in advance of the semester. This information is accessible through the Bookstore's Web site. It lists the ISBN as well as the book's edition to ensure students are buying the correct textbooks.

According to Jansen, several college bookstores have been releasing book lists for many years without being affected financially. Nevertheless, since this is the first time the College has released booklists two weeks early, Jansen is unsure of how Middlebury will fare.

"It's too early to know how much it's going to hurt us until after [book] rush," said Jansen.

In 2010, the U.S. College Opportunity and Affordability Act will go into effect - which requires College bookstores to list textbook ISBNs on course schedules so that students have the opportunity to look around for books on their own. Jansen believes that students will start to use peer-to-peer markets, such as Half.com and Amazon.com, to more readily buy their texts instead of buying them through the Bookstore.

Furthermore, the establishment of two new student-run sites - Middbooksearch.com and Middbay.com, serve as local peer-to-peer markets in which Middlebury students can trade and sell their textbooks directly without the College Bookstore acting as a middleman.

These peer-to-peer markets may pose a problem to Middlebury as the College bookstore is the one of the few profitable establishment on campus. Since fewer students are expected to buy textbooks through the Bookstore, the College will have to find new ways make up for the loss of profit.

"We deliver value back to the College which offsets the cost of the College," said Jansen. "It's all about change and staying on top of the best we can be. I think we're heading in the right direction."