He wouldn't say that, would he?

Cengage Publishing is one of the major players in digital publishing, with over 30% of their annual revenue coming from electronic sales. In an interview last week, CEO Ron Dunn stated "our objective is to be a digital-first company"
( "Cengage backs textbooks and ebooks", Financial Times, 28 September 2011). Then he continued "I'd never in a hundred years try to learn organic chemistry on a Kindle."

He said that? Isn't this like the head of Pepsi saying he doesn't like the taste of the stuff? Hasn't he just put an arrow in the heart of the company strategy by expressing a personal preference for print over digital? Does he believe all the rest of the company strategy statements? You start to doubt it.

I'm surprised the company allowed him to say it, but I'm even more surprised that he feels it. Readers of textbooks are not wedded to a book format. They are not reading the textbook for pleasure. If they can achieve their goals of learning the topic they will switch their learning methodology immediately. For me, the argument that the Kindle was not a pleasure to read was overcome when people started reading fiction, on the beach, with the Kindle. And if you can read fiction on the Kindle, something you do entirely for pleasure, you can certainly read an organic chemistry textbook, which you do for study.