PRadigm Shift

Wallet pillaging hits close to home

Montreal, Quebec, 1992–  In a red brick duplex on Bellgrade Avenue, Linda K. Linville sat, pouring years of academic experience into an 8-inch Macintosh desktop.  Her work, a compilation of worksheets, tips and study guides, would soon become the textbook “ASAP: Academic Skills Achievement Program,” published in 1994.  Today, the book can be purchased new on Amazon from $41. 47 (+ $3.99 shipping) to $168.06 (+3.99 shipping).  

Really?  One-hundred-sixty-eight dollars and six cents?!?! 

Okay, don’t get me wrong, I’m extremely proud of my mom’s work.  If you don’t believe me, check out the compliments I left her on Amazon in 1999 (also note that one person felt my five-star rating was not very helpful.  Can’t say I blame them — I was 11-years-old and clearly biased).  While many of the tips and tools my mom talks about in her textbook are still relevant to this day, many newer study methods go unmentioned.  In 1992, my family was one of the lucky few who owned a computer, and having the Internet in our home wasn’t even an option.  “ASAP” outlines none of the benefits of online study guides, the Internet or even computers in building study skills. 

So how can a company charge such an outrageous amount for a textbook this outdated?  Well, we all have to learn. 

I think it’s safe to say that every KSU student feels the crushing weight of textbook costs, especially in today’s down economy.  But is using the Net to purchase cheap books the way to go?

Fowl bowls: A result of textbook eating

Cyber Space, April 1, 2009– The Web site Chegg.com, self-proclaimed as the “number one online textbook rental company,” says it saves students “65-85%” on textbook purchases.  Not only does the site offer extremely low prices, but it also offers a pre-paid shipping label for you to return the book, and it plants one tree for every book you sell, buy or rent.  Does this sound too good to be true in the world of money-hungry textbook sellers?  Well, if you think it’s unusual, it gets even weirder.  

On April Fools’ Day, Chegg issued a press release picked up by www.prweb.com.  The release detailed the launch of a new line of edible (not audible) textbooks called Text-a-Licious.  According to its site, it offers 21 flavors, including “Apricot American History” and “Limeberry Linguistics.”   I’m strangely reminded of Eric Carle’s book for children where a famished caterpillar eats through the very book it’s printed on from beginning to end.  But we’re humans, not insects — and we’re also educated. 

Photo taken from www.neonmonkey.com.au/brand/Jedko-Games/.

“After extensive studies conducted by former Stanford researcher Dhruv Sampat, Chegg.com has developed a patent pending formula that breaks down the complex compounds found in rental textbooks into an edible form.    Now not only will Chegg.com help college students save money on textbooks but also on food expenditures. During the clinical trials students who were given samples of economic textbooks applied with the digestible formula immediately reacted with severe cases of diarrhea and stomach cramps. After further research, Chegg.com determined that the side effects were corollary to economic recession and not a result of the formula itself,” says the PR Web article.

So the economic recession is to blame for unsatisfactory bowl movements occuring after the consumption of Chegg.com textbooks?  Perplexing. 

Photo taken from www.Chegg.com.

Another oddity: When I visit Chegg’s site, which boasts about the eco-friendly development of edible books, I am unable to find a price for the product, a way to purchase it and what book titles are even available.  Seem fishy?  I thought so.  So, I asked the friendly automated assistant, Nina, to shed some light on the advertised books. 

(I apologize for the copy-and-paste job below, but Adobe Reader wouldn’t allow me to copy a full-page view of the chat.)

Nina :
Hello, I’m Nina, an automated chat agent, and I’m here to answer your questions about Chegg. Just type into the box below and click Send to get started.
You :
What are text-a-licious books?
Nina :
I’m not sure I’ve understood. Could you please rephrase your question?
You :
Do you really sell edible textbooks, and if so, how can they be purchased?
Nina :
Do you mean?:
How does Chegg buyback work?
Can I buy the books I rent?
Can you tell me if the book I want is available?
What textbooks are eligible for buyback?
You :
No, Nina, that is not what I mean.
Nina :
I’m listening. How can I help you?
You :
Are the Text-a-licious books you advertised real, or are they a spoof?
Nina :
Click on one of the following statements which best matches your situation to obtain a response. Do you mean?:
Can you tell me if the book I want is available?
Will Chegg ever send me e-mails?
Where is My Account?
You :
None of these.
Nina :
I’m sorry if this isn’t what you’re looking for. Could you please rephrase that?
You :
Nina, you suck.
Nina :
I don’t appreciate that kind of language. Let’s get back to our conversation, please. How can I help you?
You :
Sorry.
Nina :
It’s OK, I’ve already forgiven you!

PR technology leaves students with uneasy feeling

Kent, Ohio, 2009– While technology is a fabulous tool for PR professionals and students, it must be used properly and honestly to be effective.  It is not wise to market Web sites that aren’t transparent or to crack illogical jokes in online press releases.  This makes the product or service promoted seem unreliable. 

ETHICS ALERT: I suggest you don’t visit sites or purchase anything from sites that encourage copyright infringement.  It’d also be a good idea not to provide publicity to these companies.  Sure, we’d all like to save cash on textbooks, but getting fined for illegal downloading or getting scammed into buying a bogus product online seems a bit pricier in the end than the traditional path.  If you’d like to save money in a down economy, I suggest visiting Shantae Rollins’ blog, Recession PRofession, for some tips.

Hungry Techies: A little food for thought

Would you purchase, rent or sell a book on Chegg.com?