Market Research Logo

Publishing for the PreK-12 Market 2008-2009

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

Publishing for the PreK-12 Market 2008-2009 is the latest edition of Simba’s flagship market intelligence report for the U.S. educational publishing industry.

Publishing for the PreK-12 Market 2008-2009 provides expert analysis on the current state of the highly competitive $9 billion market for PreK-12 instructional materials, including the demand for resources that produce proven student achievement results, the blending of print and technology for delivery of curriculum materials, and the exciting merger and acquisitions market.

The latest edition of Publishing for the PreK-12 Market 2008-2009 contains all the valuable strategic information leaders in the educational publishing market have come to rely on year after year:

  • Simba’s in-depth analysis of market size by media segment: Textbooks, courseware, supplemental materials, tests, manipulatives, magazines, video and trade books, including how and why the strongest segments performed as well as they did.

  • Profiles of 22 leading educational publishers and instructional materials providers, with updated financials and discussion of current strategic initiatives for each company.

  • Simba’s signature forecasts for market growth and informed insights on which segments will drive and hamper market expansion and which publishers will benefit most.

  • Fresh analysis and perspective about critical trends facing educational publishers today, including funding cuts, buying patterns in adoption states versus open territories, the impact of No Child Left Behind legislation on instructional materials and testing requirements, the upswing in homeschool enrollment, the growing demand for supplementary materials, and much, much more.

In addition, Publishing for the PreK-12 Market 2008-2009 offers an inside look into key mergers and acquisitions in the education market, revenue and market share rankings of leading instructional materials providers, demographics, public versus private school enrollment, computer access in schools, use of whiteboards and clickers, and more.

We include detailed strategic and financial profiles of companies such as Carnegie Learning, Curriculum Associates, Educational Testing Service, EMC/Paradigm, Goodheart-Willcox, Haights Cross Communications, Houghton Mifflin Harcourt, Inspiration Software, Kaplan, LeapFrog, McGraw-Hill Education, Pearson Education, Peoples Education, Plato Learning, The Princeton Review, Questar Assessment, RD School & Educational Services, Renaissance Learning, Scholastic, School Specialty, Scientific Learning and Voyager Learning.

Simba takes a measured approach to developing its market size and forecast figures, and presents its findings in a no-nonsense fashion. Our clients can count on the objectivity and accuracy of our numbers and analysis—whether they’re preparing a strategic presentation, benchmarking their company’s performance against that of their competitors, or seeking out an acquisition, a new partnership or an alliance.

Publishing for the PreK-12 Market 2008-2009 is a “must-have” for any executive who wants to stay on top of the rapidly changing U.S. educational publishing market. Can you afford to make decisions without access to the same market intelligence that your competitors are using?

Publishing for the PreK-12 Market, 2008-2009, a new strategic market report from media industry forecast and analysis firm Simba Information, projects the market for educational materials in the U.S. will grow at a compound annual growth rate of 2.5% to almost $10 billion in 2011. The need to raise student achievement in the U.S. presents educational publishers with a good market opportunity even as optimism about the industry’s future is tempered by growing economic concerns, most prominently a difficult revenue picture in many states.

The new report examines the evolving school market and pinpoints opportunities for publishers. Simba’s in-depth analysis of market trends and publishing segments indicates the strongest-performing market segments will be textbooks, courseware, manipulatives and video, each of which Simba projects will grow more than 4% in 2008.

Textbooks continue to be the single largest market segment with estimated 2007 sales of $3.58 billion. Textbook growth in 2007 was driven by adoption opportunities in the states and an even larger adoption opportunity is expected in 2008.

“A dynamic year is on tap for the PreK-12 educational publishing industry—adoptions for the 2008-2009 school year offer significant opportunities, not only for core curriculum programs but for intervention materials in the critical grades 4-8 segment,” said Kathy Mickey, senior analyst/managing editor of Simba’s Education Group. “Competition will be intense, in part because of consolidation among the largest textbook publishers, and in part, because of states opened adoptions to publishers of electronic materials, including open source providers.”

Publishing for the PreK-12 Market, 2008-2009 contains detailed profiles of 22 publishers that play a leading role in supplying instructional materials to schools. Additional information about the report, and how to order it, can be found at

About Simba Information:
Simba Information is widely recognized as the leading authority for market intelligence in the media and publishing industry. Simba's extensive information network delivers top quality, independent perspective on the people, events and alliances shaping the media and information industry. Simba publishes newsletters and research reports that provide key decision-makers at more than 15,000 client companies around the globe with timely news, analysis, exclusive statistics and proprietary industry forecasts. For more information, please visit

Executive Summary
Chapter 1: Industry Size and Structure

  • Introduction
  • Market Shows Improvement in 2007, Looks for More in 2008
  • Textbooks Hold Title to the Largest Segment
  • Print Supplements Persevere
  • Growth for State Tests Levels Off
  • Courseware, Modular Software Trading Places
  • Manipulatives Benefit from Science, Math
  • Books, Video and Periodicals
  • Electronic Media Advances Steadily
  • Houghton Mifflin Harcourt Leads PreK-12 Publisher Index
  • HMH, Pearson & McGraw-Hill Dominate PreK-12 Publishing
  • Pearson Penetrates All Corners of the PreK-12 Market
  • McGraw-Hill Pushes Beyond the Textbook
  • Questar Assessment, EMC and Carnegie Lead in 2007 Growth Rates
  • Projected Double-Digit Leaders in 2008
  • Publishers Improve Operating Performance in 2007
  • Goodheart-Willcox Maintains Top Operating Margin
  • M&A Activity in 2007 Consolidates Industry
  • M&A Activity: Looking Deeper Into 2008
  • Who’s in the Hunt to Buy and Sell?

  • Table 1.1: Sales of Print and Electronic Media to the U.S. PreK-12 School Market, 2006-2008P
  • Table 1.2: Market Share of Media Used in U.S. Classrooms, 2008P
  • Table 1.3: Simba Information’s PreK-12 U.S. Publisher Index, 2006-2008P
  • Table 1.4: Educational Publishers’ Performance Index, 2007 vs. 2006
  • Table 1.5: Simba Information’s PreK-12 Mergers & Acquisitions Index, January-March 2008

Chapter 2: Enrollment and Demographics

  • Introduction
  • Public Enrollment vs. Private Enrollment
  • Fastest-Growing States for K-12 Enrollment
  • Fastest-Growing Counties for K-12 Enrollment
  • Growth Rates Vary Across Largest Districts
  • Schools Become More Diverse
  • More Special Needs Students in Schools
  • Homeschool Enrollment Growing

  • Table 2.1: Total Public/Private Projected K-12 Enrollment, 2007-2016
  • Table 2.2: Enrollment in Public and Private Schools, 2007-2016
  • Table 2.3: States Experiencing Largest Enrollment Increases, 2007-2008 vs. 2006-2007
  • Table 2.4: 25 Counties with Largest Enrollment Increases, 2007-2008
  • Table 2.5: 25 Districts with Highest Number LEP/ELL Students
  • Table 2.6: 25 Districts with Highest Number IEP Students
  • Table 2.7: Homeschool Enrollment by State

Chapter 3: Funding

  • Introduction
  • Federal Funding for 2008 and 2009
  • Title I Funding
  • Reading First Funding
  • Tapping Special Education Funding
  • Education Funding at the State Level
  • Clouds in Large Adoption States
  • Brighter Outlook in Smaller States
  • Instructional Materials Funding

  • Table 3.1: Federal Education Appropriations, 2007-2009P
  • Table 3.2: U.S. Dept. of Education Title I State Grant Allocations, 2007-2009E
  • Table 3.3: Recipients of Reading First State Grants, 2007-2009E
  • Table 3.4: IDEA Funding
  • Table 3.5: 2008 State Revenue Outlook
  • Table 3.6: Instructional Materials Expenditure by State, 2005-2006
  • Table 3.7: Top 50 Districts Per-Pupil Expenditures

Chapter 4: Trends

  • Introduction
  • Reauthorization of No Child Left Behind
  • Promises of Campaign 2008
  • Impact of Open Access
  • Virtual Learning: Poised for Takeoff
  • Computer Access in Schools
  • One-to-One Initiatives Take Off
  • One-to-One Options Expand
  • Whiteboards and Clickers Work Together
  • Cell Phones: Opportunity or Distraction
  • NCLB Drives Data Management
  • Competition Rises in Data Management
  • Acquisitions Broaden Data Market

  • Table 4.1: Computer Intensity by State
  • Table 4.2: Comparing Costs of Data Management Systems

Chapter 5: Textbooks and Adoptions

  • Introduction
  • Basal Programs: One Size No Longer Fits All
  • Reading Sells
  • Textbook Market: Adoption States and Open Territories
  • Decade Closes with a Robust Adoption Cycle
  • 2008 Continues Improvement in Adoption Opportunity
    • Florida Approves 89 Reading Programs, with Open Source Option
    • Technology on Deck in California and Texas, Too, in 2008
    • Concern Over Financial Landscape
  • McGraw-Hill Leads Simba’s 2007 Publisher Scorecard
  • McGraw-Hill, Harcourt Titles Dominate Best-Seller Index in 2007

  • Table 5.1: Textbook Share of Instructional Media Used in U.S. Classrooms, 2007 vs. 2006
  • Table 5.2: Top 10 Disciplines for Textbooks, 2006
  • Table 5.3: Basal Sales, Adoption States vs. Open Territories, 2002-2007
  • Table 5.4: Textbook Adoption States
  • Table 5.5: Selected K-12 State Adoption Schedules for Bid Years 2008-2011
  • Table 5.6: Florida’s Adopted Technology-Based Reading Materials, 2008
  • Table 5.7: California’s Adopted Mathematics K-8 Materials, 2008
  • Table 5.8: Adopted Texas K-5 Math Textbooks, 2008
  • Table 5.9: Simba Information’s Publisher Scorecard, 2007
  • Table 5.10: Simba’s Best-Selling Textbook Series, 2007

Chapter 6: Supplementary Materials

  • Introduction
  • 2008 Supplemental Market Projected to Grow 3.1%
  • Electronic Supplementals Growing Faster
  • Who Buys the Supplementals?
  • School Specialty Leads Simba Supplemental Rankings
  • Future of Supplementals
  • Test Prep for Improved Results
  • Formative Assessment Another Way to Prepare
  • Partnering for School Improvement
  • High School Key to School Improvement
  • Intervention Is an Emerging Category
  • SES Business Lags Although Tutoring Need Grows

  • Table 6.1: Sales of Supplemental Instructional Materials to the U.S. PreK-12 School Market, 2006-2008
  • Table 6.2: Simba Information’s Supplemental Publisher Index, 2006-2008P
  • Table 6.3: School Improvement Grants, 2007

Chapter 7: Forecast and Conclusions

  • Table 7.1: Sales Forecast of Key Instructional Materials Used in U.S. Classrooms, 2007-2011P

Company Profiles

  • Carnegie Learning
  • Curriculum Associates
  • Educational Testing Service
  • EMC/Paradigm
  • Goodheart-Wilcox
  • Haights Cross Communications
  • Houghton Mifflin Harcourt
  • Inspiration Software
  • Kaplan
  • LeapFrog
  • McGraw-Hill Education
  • Pearson Education
  • Peoples Education
  • Plato Learning
  • The Princeton Review
  • Questar Assessment
  • RD School & Educational Services
  • Renaissance Learning
  • Scholastic
  • School Specialty
  • Scientific Learning
  • Voyager Learning

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report