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Publishing for the PreK-12 Market 2009-2010


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

Publishing for the PreK-12 Market 2009-2010 from Simba Information is the premier source for expert analysis on the highly competitive $8.3 billion PreK-12 school market, where new business dynamics are changing the demand for traditional print and digital curriculum products in a market climate that continues to stress raising student achievement to keep students competitive in 21st century skills.

A new administration in Washington, D.C. and an economy in turmoil require the most up-to-date business information and market trends for a complete view of the U.S. school market—all available from Simba Information in a single-source format in this completely updated report.

Use Publishing for the PreK-12 Market 2009-2010 to evaluate the trends affecting the industry, assess market opportunities, benchmark performance among market leaders, and develop a realistic, effective strategy for maximum short- and long-term growth.

Topics include:

  • Market size by media segment: textbooks, courseware, supplemental materials, tests, manipulatives, magazines, video and trade books.
  • Drivers of segment growth
  • Impact of emergent technologies
  • Simba Information’s exclusive Textbook Adoption Scorecard and outlook
  • Leading publishers by market segment
  • Market landscape changes in policy, enrollment and funding
  • The impact of key mergers and acquisitions
  • Market segment projections through 2012
  • Detailed company profiles of leading instructional materials providers

Publishing for the PreK-12 Market 2009-2010 is an essential market intelligence tool for publishers, technology providers, editors, marketing, business development, sales and investment professionals who need to understand the business strategies currently driving the educational publishing industry.


Stamford, Conn. - May 14, 2009 - The school market will continue to be challenging in 2009 for publishers and providers of instructional materials, with the market for educational materials projected to decline 4.3% to $8.3 billion, according to new research from media industry forecast and analysis firm Simba Information.

Simba’s most recent strategic market report, Publishing for the PreK-12 Market 2009-2010, examines the challenging dynamics of the school market, providing insight and key guideposts for navigating uncertain market waters, including:

  • Student enrollment projections and geographical patterns;
  • Federal funding opportunities;
  • State and local spending outlooks;
  • Market conditions for digital products and services, textbooks and tests.

“Simba believes the federal stimulus funding and budget allocations will inject much-needed help to cash-strapped school districts that will thaw frozen spending on educational materials, but the full effect of this boost is unlikely to be realized until 2010 or even 2011,” said Kathy Mickey, senior analyst and managing editor of the Education Group at Simba. “The slowdown in the national economy shut down most school spending on instructional materials in mid-2008, resulting in an estimated 2.7% industry decline to $8.6 billion in 2008.”

The Simba school publishing market report has become an annual benchmark for taking the pulse of the market for instructional materials, and the most recent report provides new insight into key market segments—textbooks, courseware and other supplemental materials.

In Publishing for the PreK-12 Market 2009-2010, Simba also provides exclusive analysis of how leading publishers and providers of instructional materials and services are positioning themselves to take advantage of the opportunities in the highly competitive market—from textbook adoptions to intervention, special education and whole school improvement.

Publishing for the PreK-12 Market 2009-2010 contains detailed profiles of 20 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 www.simbainformation.com.

  • Methodology
  • Executive Summary
  • Industry Size and Structure
    • Introduction
      • Table U.S. Elementary & Secondary Education At-a-Glance
    • Tough Market Slows Growth Over Five Years
    • Instructional Materials Decline in 2008; Improvement Uncertain in 2009
      • Table Sales of Print and Electronic Media to the U.S. PreK-12 School Market, 2007-2009P ($ in millions)
      • Textbooks Maintain Position as Largest Segment
      • Print Supplements Show Weakness
      • Growth for State Tests Levels Off
      • Courseware Generates Growth, Modular Software Slips
      • Appeal of Manipulatives Persists
      • Books, Video and Periodicals
      • Electronic Media Continues to Advance
    • Houghton Mifflin Harcourt Tops Simba's PreK-12 Publisher Index
      • HMH, Pearson & McGraw-Hill Dominate PreK-12 Publishing
        • Table Simba Information's PreK-12 U.S. Publisher Index, 2007-2009P ($ in millions; ranked by 2008 figures)
      • Carnegie Sees Greatest Growth; LeapFrog Slides the Most
    • Operating Performance Captures the Spotlight
    • Expectations for Revenue Growth
    • M&A Activity Constricts in Scope
      • Indian Firms Penetrate U.S. K-12 from Textbooks to Technology
        • Table PreK-12 Mergers & Acquisitions Index, Jan. 2008 - April 2009
      • Exit Strategies in K-12
      • Quasi-Sales Through Distribution Agreements
      • Some Optimism for M&A in 2009
  • Enrollment and Demographics
    • Introduction
      • Table Total Public/Private Projected PreK-12 Enrollment, 2008-2017P (# in 000)
    • Public Enrollment vs. Private Enrollment
      • Table Enrollment in Public and Private Schools, 2008-2017P (# in 000)
    • Fastest-Growing States for K-12 Enrollment
      • Table States Experiencing Largest Enrollment Increases, 2008-2009 vs. 2007-2008 (States ranked by absolute number increase; # in 000)
    • Fastest-Growing Counties for K-12 Enrollment
      • Table 25 Counties with Largest Enrollment Increases, 2008-2009 (Ranked by absolute number increase)
    • Growth Rates Vary Across Largest Districts
    • Schools Growing More Diverse
      • Table 25 Districts with Highest Number LEP/ELL Students (School Year 2006-2007)
      • Table 25 Districts with Highest Number IEP Students (School Year 2006-2007)
    • More Special Needs Students in Schools
    • Homeschool Enrollment Growing
    • Record-Breaking Births
      • Table States Experiencing Largest Birth Increases, 2007 (States ranked by absolute number increase)
      • Birth Rate Growth Projected to Fall
        • Table Projected Number of Annual Births, 2008-2019 (# in 000)
  • Funding
    • Introduction
      • Table Federal Education Appropriations, Fiscal 2008-2009P ($ in millions)
    • Title I Receives an Additional $10 Billion
      • Table U.S. Dept. of Education Title I State Grant Allocations, 2008-2009 ($ in millions)
    • School Improvement Grants
    • Tapping Special Education Funding
      • Table School Improvement Grant Allocations, 2008-2009 ($ in thousands)
    • Technology Funding on the Rise
      • Table IDEA Funding (# in 000, $ in millions)
    • Longitudinal Data Systems to Expand
      • Table Educational Technology Grant Allocations, 2008-2009 ($ in thousands)
      • Table Statewide Data System Grants, 2009
    • Funding at the State Level
      • Table Fiscal 2010 State Budget Outlook
    • Clouds in Large Adoption States
      • Table State Stabilization Funds ($ in millions)
    • Impact of Stimulus Varies Across States
    • Average Per-Pupil Spending on Instructional Materials Is $257
    • Looking to Fiscal 2010
      • Table Instructional Materials Expenditure by State
  • Textbooks and Adoptions
    • Introduction
      • Table Textbook Share of Instructional Media Used in U.S. Classrooms, 2007 vs. 2008 ($ in millions)
    • Textbook Sales Decline in 2008
      • Table Top 10 Disciplines for Elementary Textbooks, 2007 ($ in thousands; disciplines ranked by total sales in grades PreK-6)
    • Reading and Mathematics Lead Disciplines in Sales
      • Table Top 10 Disciplines for Secondary Textbooks, 2007 ($ in thousands; disciplines ranked by total sales in Grades 6-12)
    • Textbook Market: Adoption States and Open Territories
    • Elementary Sales Outpace Secondary Sales in 2007
      • Table Elementary and Secondary Textbook Sales, Top 10 States, 2007 ($ in thousands)
      • Table Textbook Adoption States
    • 2008 Should Have Been a Contender
    • Harcourt, Houghton Mifflin Combine to Lead 2008 Publisher Scorecard
      • Table Simba Information's Adoption Scorecard, 2008 ($ in thousands; ranked by total sales*)
    • Pearson, McGraw-Hill Titles Dominate K-5 Best-Sellers; HMH in 6-8
      • Table Simba's Best-Selling Textbook Series, 2008 ($ in millions)
    • Forecast: Adoption Market Declines in 2009
      • Table California's Adopted Reading K-8 Materials, 2009
      • California Reading
      • Language Arts in Florida
        • Table Publishers in Florida's 2009 Language Arts, Literature and Music Adoption
      • Math in Five States
      • Early Purchasing in 2009
      • 2010 and Beyond
      • Texas OKs Science Standards
  • Supplementary Materials
    • Introduction
    • Electronic Supplementals More Attractive
    • Print Supplementals Still a Substantial Market
      • Table Sales of Supplemental Instructional Materials to the U.S. PreK-12 School Market, 2007-2009P ($ in millions)
      • Trade Books and Magazines Maintain Niche
      • Science Drives Manipulative Market
    • Supplemental Publishers Have Ups and Downs
      • Table Simba Information's Supplemental Publisher Index, 2007-2009P ($ in millions; ranked by 2009 projected figures)
    • Deciding on Supplementals
    • Future of Supplementals
  • Trends and Forecast
    • Common Standards and State Tests
    • Digital Momentum
    • Tapping Open Resources
    • An Uncertain Market
      • Table Sales Forecast of Key Instructional Materials Used in U.S. Classrooms, 2008-2012P ($ in millions)
  • Company Profiles
    • American Education Corp.
      • Table Key Statistics: American Education Corp.
      • Table Financial Overview: AEC Corp., 2007-2009P ($ in 000)
    • Carnegie Learning Inc.
      • Table Key Statistics: Carnegie Learning Inc.
      • Table Financial Overview: Carnegie Learning Inc., 2007-2009P ($ in 000)
    • Curriculum Associates
      • Table Key Statistics: Curriculum Associates
      • Table Financial Overview: Curriculum Associates, 2007-2009P ($ in 000)
    • EMC/Paradigm (Wicks Educational Publishing)
      • Table Key Statistics: EMC Corp.
      • Table Financial Overview: EMC/Paradigm, 2007-2009P ($ in 000)
    • Goodheart-Willcox
      • Table Key Statistics: Goodheart-Willcox
      • Table Financial Overview: Goodheart-Willcox, FY2007-FY2009P ($ in 000)
    • Haights Cross Communications
      • Table Key Statistics: Haights Cross
      • Table Financial Overview: Haights Cross, 2007-2009P ($ in 000)
    • Houghton Mifflin Harcourt Publishing Co.
      • Table Key Statistics: Houghton Mifflin Harcourt Publishing Co.
      • Table Financial Overview: Houghton Mifflin Harcourt, 2007-2009P ($ in 000)
    • Inspiration Software
      • Table Key Statistics: Inspiration Software
      • Table Financial Overview: Inspiration Software, 2007-2009P ($ in 000)
    • LeapFrog Enterprises Inc.
      • Table Key Statistics: LeapFrog Enterprises Inc.
      • Table Financial Overview: LeapFrog Enterprises Inc., 2007-2009P ($ in 000)
    • McGraw-Hill Education (The McGraw-Hill Cos.)
      • Table Key Statistics: McGraw-Hill Education
      • Table Financial Overview: McGraw-Hill Cos., 2007-2009P ($ in 000)
    • Pearson Education
      • Table Key Statistics: Pearson Education
      • Table Financial Overview: Pearson plc, 2007-2009P ($ in millions)
    • Peoples Education
      • Table Key Statistics: Peoples Education
      • Table Financial Overview: Peoples Education, FY2007-FY2009P ($ in 000; ended May 31)
    • Plato Learning
      • Table Key Statistics: Plato Learning
      • Table Financial Overview: Plato Learning, FY2007-FY2009P ($ in 000)
    • The Princeton Review
      • Table Key Statistics: Princeton Review
      • Table Financial Overview: Princeton Review, 2007-2009P ($ in 000)
    • RD School & Educational Services
      • Table Key Statistics: RD School & Educational Services
      • Table Financial Overview: RD School & Educational Services, FY2007 - FY2009P ($ in 000; fiscal year ends June 30)
    • Renaissance Learning
      • Table Key Statistics: Renaissance Learning
      • Table Financial Overview: Renaissance Learning, 2007-2009P ($ in 000)
    • Scholastic Corp.
      • Table Key Statistics: Scholastic Corp.
      • Table Financial Overview: Scholastic, FY2007-FY2009P ($ in 000,000)
    • School Specialty
      • Table Key Statistics: School Specialty
      • Table Financial Overview: School Specialty, FY2007-FY2009P ($ in 000)
    • Scientific Learning Corp.
      • Table Key Statistics: Scientific Learning Corp.
      • Table Financial Overview: Scientific Learning Corp., 2007-2009P ($ in 000)
    • Voyager Learning Co.
      • Table Key Statistics: Voyager Learning Co.
      • Table Financial Overview: Voyager Learning Co., 2007-2009P ($ in 000)

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