The Bundling of Academic Journals

Academic journal publishing has evolved rapidly in the past two decades. Prices, ownership concentration, the number of journals, and the means of distribution have all changed dramatically. Substantial price increases have been the norm. Average prices have risen severalfold over this period, with prices climbing the most at forprofit journals, where these prices are now as much as 500 percent higher than nonprofits (Gail Yokote, 2003). The price difference between forprofit and nonprofit academic journals is particularly striking, given that these journals are generally similar in format and editorial processes, and that for-profit journals do not appear to be of higher quality (Theodore C. Bergstrom, 2001 p. 183). Increased concentration provides one possible explanation for why prices of for-profit journals are so high. To take one example, measured by revenue, in 2001 Elsevier Science had a 22.9percent share of the Science, Technology, and Medicine (STM) industry, with Kluwer at 11.7 percent, and Thomson at 10.7 percent. But concentration offers at best only a partial answer. Bundling offers another, potentially more significant explanation, particularly for recent increases. The prices of for-profit journals could not be high and increasing without significant structural barriers to entry. Recently, however, a new strategic barrier has emerged. Major publishers have been offering libraries packages of journals that are bundled across journals and across print and electronic versions. The exact terms have varied from publisher to publisher, but a contract (sometimes called a “Big Deal” by librarians) typically involves a library entering into a long-term arrangement to get access to a large electronic library of journals at a substantial discount, in exchange for a promise not to cut print subscriptions (whose prices will increase over time); in this sense print and electronic are bundled. Since the electronic library becomes much less expensive when ordered in quantity, there is likewise bundling across electronic journals. Bundling can be seen as a device that erects a strategic barrier to entry. At a simple level of analysis, the Big Deal contracts leave libraries few budgetary dollars with which to purchase journals from new entrants. Looking one level deeper, we see that bundling entails average prices that exceed marginal prices, and this creates a barrier to entry if entrants compete with the marginal journal. Other things equal, bundling practices are likely to be anticompetitive to the extent that they allow for the maintenance of supracompetitive average prices that limit usage of academic journals by scholars and/or distort library choices between journals and monographs and books. There are, however, pro-competitive benefits associated with bundling. Recent deals have provided scholars with extra access to journals; moreover, when electronic databases contain journals not included in the libraries’ print collections, the collections expand. Finding an economic approach that analyzes a range of bundling practices and evaluates them by appropriately balancing benefits and costs † Discussants: V. Kerry Smith, North Carolina State University; Robert Hall, Stanford University.