From The Chronicle of Higher Education
- the issue dated June 12, 2009

A Manifesto for Scholarly Publishing - Books retain two distinct comparative advantages over other forms of communication in the idea bazaar

By PETER J. DOUGHERTY
In 1948, the University of Illinois Press published Claude Shannon's brief and profoundly influential book The Mathematical Theory of Communication. Shannon's work, which explained how words, sounds, and images could be converted into blips and sent electronically, presaged the digital revolution in communications.

Anyone not living under a rock knows that Shannon's idea has engulfed all forms of written thought, including every genre of scholarship. Ironically, the very institution that brought Shannon's technological tract to a broad audience, the university press, is now contending with the possible demise of the print book itself. Just as the researchers at Bell Labs helped to develop the very technologies that undermined the old phone company, so the editors and publishers who brought Shannon and his fellow theorists to print have effectively disrupted the traditional technology of books. Joseph Schumpeter had a phrase for it: "creative destruction."
And while university presses grapple with the economic and technological challenges now affecting how we publish our books — the subject of a thousand and one AAUP conference sessions, e-mail-list debates, and news articles — discussion of what we publish seems to have taken a back seat. And understandably so. Why obsess about content if books as we know them are about to become obsolete in favor of some yet-to-evolve form? Has creative destruction spelled the end of books?

I believe quite the opposite. Books — specifically scholarly titles published by university presses and other professional publishers — retain two distinct comparative advantages over other forms of communication in the idea bazaar:

First, books remain the most effective technology for organizing and presenting sustained arguments at a relatively general level of discourse and in familiar rhetorical forms — narrative, thematic, philosophical, and polemical — thereby helping to enrich and unify otherwise disparate intellectual conversations.

Second, university presses specialize in publishing books containing hard ideas.

Hard ideas — whether cliometrics, hermeneutics, deconstruction, or symbolic interactionism — when they are also good ideas, carry powerful residual value in their originality and authority.

Think of the University of Illinois Press and its Mathematical Theory of Communication, still in print today. Commercial publishers, except for those who produce scientific and technical books, generally don't traffic in hard ideas. They're too difficult to sell in scalable numbers and quickly. More free-form modes of communication (blogs, wikis, etc.) cannot do justice to hard ideas in their fullness. But we university presses luxuriate in hard ideas. We work the Hegel-Heidegger-Heisenberg circuit.

As the Harvard University Press editor Lindsay Waters notes, even when university presses succeed in publishing so-called trade books (as in Charles Taylor's recent hit, A Secular Age), we do so because of the intellectual rigor contained in such books, not in spite of it.

Read the full piece at The Chronicle online.