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College Publishing Market Forecast 2011-2012


Attention: There is an updated edition available for this report.

Simba Information’s College Publishing Market Forecast 2011-2012 is the most up-to-date business information and market trends resource providing a complete view of the higher education market in the U.S. in a single-source format.

This newly updated report provides a complete analysis of market conditions and industry initiatives for the higher education instructional materials market. A key feature of the report is Simba’s partnership with R.R. Bowker PubTrack Higher Education to provide the most up-to-date retail sales data of books in the U.S. college market, broken down by publisher, disciplines and new and used titles.

Topics in College Publishing Market Forecast 2011-2012 include:

  • Market size by media segment: textbooks (new and used), multimedia materials and tools
  • Drivers of segment growth
  • Impact of emergent technologies, including digital tablets and other devices and e-textbooks
  • Sales data by discipline
  • In-depth assessment of the key community-college and for-profit career-college markets
  • Analysis of landscape metrics: funding, policy and enrollment
  • Developing trends in distribution
  • Market segment projections through 2014
  • Detailed profiles of leading providers of instructional materials and services


Stamford, CT - November 16, 2011 - Higher education market forces and college publishers are reshaping the instructional materials world through offerings of digital content, tools and services that can stand alone or enhance the value of a textbook. In its latest report, publishing and media forecast firm Simba Information finds the U.S. market for multimedia materials in higher education will grow 48.4%, topping $1 billion by the end of 2011.

Multimedia materials include a range of content, tools and services from homework assignments and assessments to downloadable lectures, website access for students, e-textbooks and teaching aids for instructors. According to the report, multimedia sales not only help drive new textbook sales, they are also carving out their own segment in the college market.

"Publishers are seeing increased competition from used and rental book sales, which have a better price point from the students' perspective," said Kathy Mickey, senior Simba Information analyst and author of the report. "Although textbooks remain the largest revenue stream for publishers, the multimedia materials segment is where they can expect to compete against the used and rental textbook sellers."

Among publishers, Cengage Learning's curriculum solutions Aplia (homework assistance) and SAM (skills-assessment assistance) experienced more than 20% growth in a 12-month period. Pearson's MyLabs series is a well established must-have on college campuses, and John Wiley & Sons is preparing to launch a more interactive version of its learning platform WileyPLUS.

"Publishers are seeing double-digit growth across the board with multimedia materials," added Mickey. "Pearson so far has reported the highest percentage of revenue from products tied to digital solutions and services, nearing half of their global education revenue."

The report, College Publishing Market Forecast 2011-2012, provides data for the higher education publishing market, dividing segments by new and used textbooks and multimedia materials. It defines the revenue of leading publishers, explores current market trends and provides in-depth market data and analysis for e-textbooks. It also provides data on student funding and enrollment and forecasts all data through 2014.

  • Methodology
  • Executive Summary
  • Size and Structure
    • Introduction
      • Table Growth in College Textbook Net Sales, 2000-2010 (in billions; CAGR =7%)
    • College Books Account for 27% of Book Publishing Universe
      • Table Domestic College Instructional Materials Sales in Comparison to Other Publishing Categories, 2008 - 2010 (ranked by 2010 sales; $ in millions )
      • Used Textbooks Show Persistence
        • Table New Textbooks vs. Used Textbooks in the U.S., 2009-2011P ($ in millions)
    • Key Media in College Classrooms
      • Table Share of Media Used in U.S. College Classrooms, 2011P (% share based on $10.19 billion market)
      • eTextbooks Show Strong Growth
        • Table Average Textbook Price* Comparison, New vs. Used, Academic Years,2006 - 2010
      • Average Textbook Prices Increase Moderately
        • Table Simba Information's College Publisher Index, 2009-2010 (New sales revenue $ in millions; ranked by 2010 new sales revenue)
    • Top 10 Publishers Account for 84% of College Market
  • Enrollment
    • Overview
      • Table Total Enrollment in Higher Education, 1994-2019P (in thousands)
      • Table College Enrollment by Age, 1994-2019P (in thousands)
    • Enrollment by Age
    • Enrollment by Gender
    • Diversity on the Campus
      • Table Total Enrollment in Higher Education by Gender, 1994-2019P (in thousands)
      • Table U.S. Enrollment Numbers by Race, 1994-2019P (Parentheses indicate percent of total enrollment; in thousands)
      • Table Total Higher Education Enrollment by Enrollment Status, 1994-2017P (in thousands)
      • Table Fall 2009 Enrollment by Institutional Type
    • Full-Time vs. Part-Time Enrollment Changes
    • Public vs. Private Enrollment
      • Table Degrees Conferred, 1994-2019P
    • Degree Distribution Shifts
    • Where the Students Will Come From
      • Table Public High School Graduates, 2007-2008
      • Table Public High School Graduates, 2017-2018P
  • Funding
    • Introduction
    • Tuition and Total Cost
      • Table Average Tuition and Fee Charges (constant dollars)
    • Aid Makes a Difference
      • Table Higher Education Financial Aid, 1998-1999 to 2009-2010 (in millions of constant $)
    • Various Financing Options Available
      • Table Estimated Federal Aid for Post-Secondary Education, 2012E ($ in thousands)
    • Federal Government Addresses Affordability
    • Pell Grants Important Part of Federal Funding
      • Table Federal Higher Education Programs, FY2010-2012P ($ in millions)
    • More Focus on Community College
    • States Face Financial Issues
      • Table State Appropriations to Higher Education, FY2009-2011 ($ in thousands)
      • Tuition Increases the Norm Across the States
  • Textbooks
    • Introduction
      • Table New and Used Book Sales at College Retail, 2008 - 2010 (retail sales estimates; $and units in millions)
    • eTextbooks Expand Variety of Format Offerings
      • New Pilots Sprout
        • Table Reed College iPad Pilot Findings
      • eTextbooks Projected to Grow in 2011
        • Table Book Sales: New, Used and eTexts, 2009 - 2011P (retail sales estimates; $and units in millions)
      • Digital Licensing Grows; Digital Rental Blossoms
    • Open Educational Resources Jockey for Position
      • Connexions and Flat World Knowledge Grow
    • Ten Publishers Command 69.2% of New Units Sold
      • Table Leading Publishers by New Units, 2010 vs. 2009 (units in thousands; ranked by share in 2010)
      • Table Top 20 Disciplines for Textbook Sales, 2010 vs. 2009 ($ in millions)
    • Math Courses Accounted for the Most Textbook Sales in 2010
      • Table Unit Sales Patterns, 2010 (% Change from 2009)
      • Table Mathematics - Leading Publishers, 2010 ($ in millions; ranked by total sales)
    • In 9 Leading Disciplines, Pearson Holds Leadership in 7
      • Pearson Is Best-Selling Math Publisher in 2010
      • Pearson Also Leads in English
        • Table English - Leading Publishers, 2010 ($ in millions)
      • Pearson, McGraw-Hill Dominate in Biological Sciences
        • Table Biological Sciences - Leading Publishers, 2010 ($ in millions)
      • Cengage Pushes Pearson in Psychology
        • Table Psychology - Leading Publishers, 2010 ($ in millions)
      • Pearson Teaches the Teachers
        • Table Education - Leading Publishers, 2010 ($ in millions)
        • Table Accounting - Leading Publishers, 2010 ($ in millions)
      • McGraw-Hill Adds Up in Accounting
        • Table History - Leading Publishers, 2010 ($ in millions)
      • Pearson and Cengage Learning Define History as No. 1 and No. 2
        • Table Foreign Languages and Literature - Leading Publishers, 2007 ($ in millions)
      • McGraw-Hill and Cengage Learning Top Foreign Language Sales
        • Table Chemistry - Leading Publishers, 2010 ($ in millions)
      • Pearson Leads in Chemistry
  • Multimedia Materials
    • Introduction
      • Table Multimedia Market Share, 2009 - 2011P (New and Used Book retail sales estimates; $and units in millions)
    • Technology Market Expanding
    • Cengage Learning Probes Market with MindTap
    • McGraw-Hill Invests in Technology
    • Wiley Looks for Stronger Tech Component
    • Pearson, Blackboard Take a Page from OER and Tap the Cloud
    • Mobile Moves onto Campuses
  • Marketing & Distribution
    • Overview
    • What Students Pay
    • What Textbooks Cost
    • College Stores Still First Stop
      • Table Total College Store Market
    • Online Purchasing of Materials Grows
    • Social Media Has Impact
      • Table Increase In Median Sales Made on Online
    • Used Texts: Wanted, but Limited
    • Textbook Rental Options on the Rise
    • Drivers Toward Digital Content
    • Learning Management Systems Play a Role
    • EReaders and Apps
    • Digital Licensing Programs Launch
    • Digital Licensing Pricing Being Worked Out
  • Forecast and Conclusions
    • Overview
      • Table Sales Forecast of Key Instructional Materials Used in U.S. Classrooms, 2010 2014 ($ in millions)
    • Mobile and Modular
    • Multimedia Materials Show Growth
      • Table Sales Forecast of E-Textbooks, 2010 - 2014 ($ in millions)
  • Profiles of Leading College Textbook Distributors and Retailers
    • Barnes & Noble College Booksellers
      • Table Key Statistics: Barnes & Noble College Booksellers
      • Table Financial Overview: Barnes & Noble College Booksellers, 2009-2011 ($ in millions)
    • Blackboard
      • Table Key Statistics: Blackboard
      • Table Financial Overview: Blackboard, 2007-2009P ($ in 000)
    • Cengage Learning
      • Table Key Statistics: Cengage Learning
      • Table Financial Overview: Cengage Learning, FY 2009-FY2011 ($ in 000)
    • Chegg.com
      • Table Key Statistics: Chegg.com
    • Follett Corp.
      • Table Key Statistics: Follett Corp.
      • Table Financial Overview: Follett Higher Education Group, Fiscal 2009-2011 ($ in 000)
    • McGraw-Hill Education (The McGraw-Hill Cos.)
      • Table Key Statistics: McGraw-Hill Education
      • Table Financial Overview: McGraw-Hill Cos., 2009-2011P ($ in 000)
    • Nebraska Book Co.
      • Table Key Statistics: Nebraska Book Co.
      • Table Financial Overview: Nebraska Book Co., Fiscal 2009-2011 ($ in 000)
    • Pearson Education
      • Table Key Statistics: Pearson Education
      • Table Financial Overview: Pearson PLC, 2009-2011P ($ in millions)
    • John Wiley & Sons
      • Table Key Statistics: John Wiley & Sons
      • Table Financial Overview: John Wiley & Sons, Fiscal 2009-2011

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