This article details the benefits and liabilities associated with departmental introductory communication course (ICC) textbook publishing as they are related to both the national publishing house and local commercial printer options. A number of national textbook publishers are actively involved in the production and marketing of locally authored campus-specific ICC texts and related workbooks. Such publishers offer national exposure through their textbook marketing programs and, correspondingly, absorb publicity and other-campus marketing costs. Meanwhile, a departmental desktop publishing software can be used to write, edit, design and present a camera-ready ICC text manuscript to a local commercial printer. The use of a local printer eliminates a third party to share in text proceeds, which allows for as much as 70% of text-generated revenues to be returned to the department.
Newburger, C., Smith, R., & Pledger, L. (1993). Departmental textbook publishing for the Introductory communication course: Pedagogical boon or exploitation? Journal of the Association for Communication Administration, 22(3), 31–36.