The End of the Printed Textbook. John Fallon, CEO of Pearson, spoke to podcaster Kara Swisher and said this:
"Once you get your head around that and you just accept that actually the $300 textbook is dead, we have to reinvent and make a future for this company around $40 to rent an ebook, $80 for a completely integrated package that provides much more personalization, adaptive assessment capabilities that support faculty."

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https://www.vox.com/recode/2019/8/2/20750863/john-fallon-pearson-education-textbook-digital-aida-teachers-kara-swisher-recode-decode-podcast?fbclid=IwAR3Neez_NIuDXACfv6TIYrM4Zdak081kVYQnfka0p2rVbn17kyHNneuzNew​