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Publishing for the PreK-12 Market 2010-2011


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

Publishing for the PreK-12 Market Forecast 2010-2011 from Simba Information is the premier resource for expert analysis of the highly competitive $8 billion-plus PreK-12 school market.

Challenging market conditions make this report an essential tool for understanding the dynamics that impact the types of instructional materials and services most in demand in the school market.

The most up-to-date business information and market trends in this report provide a complete view of the U.S. school market—all available from Simba Information in a single-source format in this completely updated report.

A particular focus of this all new report is how technology is—or is not—being incorporated in the school markets and how it is changing business models of publishers and providers of instructional and ancillary services.

Topics in Publishing for the PreK-12 Market Forecast 2010-2011 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, including digital textbooks,
  • Simba Information’s exclusive Textbook Adoption Scorecard,
  • Leading publishers by market segment,
  • Analysis of landscape metrics: funding, policy and enrollment,
  • The impact of mergers, acquisitions and partnerships,
  • Market segment projections through 2013,
  • Detailed profiles of leading providers of instructional materials and services.

Publishing for the PreK-12 Market Forecast 2010-2011 is essential market and business intelligence for publishers, technology providers, editors, marketers, business development, sales and investment professionals who need to understand the strategies driving the educational publishing industry currently and in the coming years.


PreK-12 School Instructional Materials Market to Grow Modestly at 2.2% in 2010, New Simba Report Finds

Increasing student enrollment, an improved textbook adoption calendar and high demand for technology are expected to drive growth in instructional materials for the school market up a modest 2.2% to an estimated $8.3 billion in 2010, according to “Publishing for the PreK-12 Market, 2010-2011,” the newest strategic market report from media forecast and analysis firm Simba Information.

“The recession and a pro-tech administration in Washington have created a receptive climate for growth in technology use in schools, and to the degree that schools are spending again on instructional materials, they are investing in technology,” said Kathy Mickey, senior analyst/managing editor of Simba’s Education Group. “Technology is becoming strategic for educators who are adapting curriculums to new Common Core State Standards, measuring student progress on an ongoing basis or turning around the worst-performing schools.”

With its familiar and useful format, “Publishing for the PreK-12 Market, 2010-2011” is an annual benchmark for taking the pulse of the U.S. school market for instructional materials. The report examines the changing dynamics of the school market, providing new insight into:

  • Estimated sales and market share by categories of instructional materials;
  • Historical instructional material sales trends and projections through 2013;
  • Which publishers and technology providers grew in 2009 and why;
  • Student enrollment and demographic projections;
  • Funding and policy overview with a focus on growth-driving programs;
  • Exclusive state textbook adoption publisher and best-seller indexes for 2009;

“Publishing for the PreK-12 Market, 2010-2011” also provides 20 profiles of leading publishers and providers of instructional materials, tools and services with Simba’s exclusive analysis of how they expect to capitalize on opportunities in the coming years.

Additional information about the report, and how to order it, can be found at https://www.simbainformation.com/pub/2523111.html

  • Methodology
  • Executive Summary
  • Industry Size and Structure
    • Introduction
    • Growth Momentum Stalls
      • Table 5-Year Sales Trends, 2005-2009 ($ in millions)
    • IM Sales Drop in 2009; Improvement Expected in 2010
      • Table Sales of Print and Electronic Media to the U.S. PreK-12 School Market 2008 2010P ($ in millions)
    • As Largest Category, Textbooks Takes Biggest Hit
    • Print Supplements Show Resilience
    • Growth for State Tests Flattens
      • Tests Migrating Online
    • Courseware Generates Growth, Modular Software Flattens
    • Video Shows Strong Growth
    • Manipulatives Remain Appealing
    • Books and Periodicals
    • Electronic Media Share Bumps up in 2010
      • Table Market Share of Media Used in U.S. Classrooms, 2010P
    • Houghton Mifflin Harcourt Leads Simba's PreK-12 Publisher Index
      • Table Simba Information's PreK-12 U.S. Publisher Index, 2008 vs. 2009 vs. 2010P ($ in millions; ranked by 2009 revenue figures)
    • HMH, Pearson & McGraw-Hill Dominate PreK-12 Publishing
    • Archipelago, AEC and Carnegie See Fastest Growth
    • Operating Performance Captures the Spotlight
      • Table Publisher Operating Performance Index, 2009 vs. 2008 ($ in millions; ranked by 2009 operating margin)
  • Enrollment and Demographics
    • Introduction
    • Public Schools Educate Almost 90% of Students
      • Table Total Public Projected PreK-12 Enrollment, 2008P-2019P (# in 000)
    • Public Enrollment vs. Private Enrollment
    • Fastest-Growing States for K-12 Enrollment
      • Table States Experiencing Largest Enrollment Increases, 2009-2010 vs. 2008-2009 (States ranked by absolute number increase; # in 000)
    • Fastest-Growing Counties for K-12 Enrollment
      • Table Projected Public School 2019 Enrollment by State with % Change from 2007 (# in thousands)
      • Table 25 Counties with Largest Enrollment Increases, 2009-2010 (Ranked by absolute number increase)
    • Schools Growing More Diverse
    • More Special Needs Students in Schools
      • Table 25 Districts with Highest Number LEP/ELL Students (School Year 2007-2008)
      • Table 25 Districts with Highest Number IEP Students (School Year 2007-2008)
    • Progress in State PreK Slowed
      • Table Preschool Enrollment & Est. Spending Per Child, 2008-2009 (ranked by enrollment of 3and 4-year-olds)
    • 17% of All Public Schools Considered High-Poverty Schools
    • Homeschool Enrollment Up
      • Table Percentage of High-Poverty Schools by State, 2007
    • Online Course Enrollment Expected to Grow
  • Funding
    • Introduction
    • 2011 Proposed Budget Calls for Funding Increase
    • Program Consolidation Proposed
      • Table Federal Education Programs Consolidated/Renamed for FY
      • Table Department of Education Discretionary Spending, FY2009-FY2011P (Selected K-12 categories, $ in thousands)
      • Table U.S. Dept. of Education Title I State Grant Allocations, 2009-2011P ($ in millions)
    • Title I Helps Low-Achieving Students in High-Poverty Areas.
      • Table 50 Largest Title I Allocations to LEAs, FY 2009 ($ in thousands)
    • Race to the Top's First Winners are Delaware and Tennessee
    • School Improvement Grants Evolve to School Turnaround
      • Table School Improvement Grant Allocations, 2009-2011E ($ in thousands)
    • Tapping Special Education Funding
      • Table Federal Grants to States for Special Education1, FY 2011P ($ in millions)
    • Longitudinal Data Systems to Expand
      • Table Statewide Data System Grants, ARRA2009
    • Stimulus Dollars Still Available
      • Table Percent of Stimulus Money Remaining to Be Spent by State
    • Funding at the State Level
      • Table Fiscal 2011 Shortfall as a Percent of Fiscal 2010 Budget
    • Average State Per-Pupil Spending on Instructional Materials Is $264
      • Table Instructional Materials Expenditure by State, 2007-2008 ($ in thousands)
  • Textbooks and Adoptions
    • Introduction
      • Table Textbook Share of Instructional Media Used in U.S. Classrooms, 2008 vs. 2009 ($ in millions)
    • Economy Shears Textbook Sales in 2009
      • Table Top 10 Disciplines For Elementary Textbooks, 2008 ($ in thousands; disciplines ranked by total sales in Grades PreK-6)
      • Table Top 10 Disciplines For Secondary Textbooks, 2008 ($ in thousands; disciplines ranked by total sales in Grades 6-12)
    • Reading and Mathematics Lead Disciplines in Sales
    • Textbook Market: Adoption States and Open Territories
      • Table Basal Sales, Adoption States vs. Open Territories, 2004-2009
    • Elementary Sales Outpace Secondary Sales in 2008
      • Table Elementary and Secondary Textbook Sales, 2008 Top 10 States ($ in thousands)
      • Table Textbook Adoption States
    • Hopes Were Dashed in 2009
      • California Seeks Free Digital Books
        • Table Simba Information's Adoption Scorecard, 2009 ($ in thousands; ranked by total sales*)
    • Pearson Parlays K-5 Sales Strength to Lead 2009 Publisher Scorecard
    • Pearson Titles Top K-5; HMH, McGraw-Hill Split 6-8 Top Spot
      • Table Simba's Best-Selling Textbook Series, 2009 ($ in millions)
    • Outlook: Texas and Florida Lead Opportunity in 2010
      • South Carolina Cancels Math, Language Arts Adoption
      • Indiana Advises Districts to Wait
      • Houghton Mifflin Looks to Have Edge in Florida
        • Table Texas K-12 Reading/Literature Adoption, 2010
      • Commanding Demand in Texas Reading for Houghton Mifflin Harcourt
    • 2011 and Beyond
      • More Twists and Turns in Texas
      • Encouragement for Digital Materials
  • Supplementary Materials
    • Introduction
      • Table Sales of Supplemental Instructional Materials to the U.S. PreK-12 School Market, 2008-2010P ($ in millions)
    • Schools Equipped for Electronic Supplementals
      • Software Sales Up
      • Video Increasingly Integrated into Instruction
    • Print Supplementals Still a Substantial Market
      • Trade Books and Magazines Maintain Niche
    • Interest in Hands-On Learning Helps Manipulatives Market
    • Scholastic Tops Supplemental Publisher List
      • Table Simba Information's Supplemental Publisher Index, 2008-2010P ($ in millions; ranked by 2010 projected figures)
    • Future of Supplementals
      • Variety of Providers Offer Content Management
      • Competition from Teacher-Generated Curriculum Resources
  • Trends and Marketing
    • Introduction
    • Momentum for Common Core State Standards Shifts to Adoption
      • Publishers Could Benefit from Common Core Goals
        • Table Key Points in Common Core Standards
      • Kentucky Leads States in Adopting Common Standards
    • Pearson, Montgomery County, Md., Partner for Curriculum Initiative
      • Table Project North Star At-a-Glance
      • Public/Private Business Model
      • Appeal to Other Districts
    • Half of Schools Could Offer Distance Learning by 2011-2012
      • Table Main Reasons Schools Offer Online Courses
      • Online Courses Impact Materials Market
    • Common Testing Blossoms
      • High School Only
    • Evolving Marketing Strategies
    • Houghton Mifflin Harcourt Expands Virtual Sampling in K-12
      • Characteristics and Initiatives
    • Pearson Teams with Newark for New Purchasing System
    • Global Partnership Schools Adds Associates, Begins Work in Schools
      • At Work in Baltimore and Washington
    • McGraw-Hill Vision: Solutions Partner
  • Outlook and Forecast
    • Introduction
    • PreK-12 Market Growth Slows
      • Table Sales Forecast of Key Instructional Materials Used in U.S. Classrooms, 2009-2013 ($ in millions)
  • Company Profiles
    • American Education Corp.
      • Table Key Statistics: American Education Corp.
      • Table Financial Overview: AEC Corp., 2008-2010P ($ in 000)
    • Archipelago Learning
      • Table Key Statistics: Archipelago Learning
      • Table Financial Overview: Archipelago Learning, 2008-2010P ($ in 000)
    • Cambium Learning Group
      • Table Key Statistics: Cambium Learning Group
      • Table Financial Overview: Cambium Learning Group, 2008-2010P ($ in 000)
    • Carnegie Learning Inc.
      • Table Key Statistics: Carnegie Learning Inc.
      • Table Financial Overview: Carnegie Learning Inc., 2008-2010P ($ in 000)
    • EMC/Paradigm (Wicks Educational Publishing)
      • Table Key Statistics: EMC Corp.
      • Table Financial Overview: EMC/Paradigm, 2008-2010P ($ in 000)
    • Goodheart-Willcox
      • Table Key Statistics: Goodheart-Willcox
      • Table Financial Overview: Goodheart-Willcox, FY2008-FY2010 ($ in 000)
    • Haights Cross Communications
      • Table Key Statistics: Haights Cross
      • Table Financial Overview: Haights Cross, 2008-2010P ($ in 000)
    • Houghton Mifflin Harcourt Publishing Company
      • Table Key Statistics: Houghton Mifflin Harcourt Publishing Co.
      • Table Financial Overview: Houghton Mifflin Harcourt, 2008E-2010P ($ in 000)
    • Inspiration Software
      • Table Key Statistics: Inspiration Software
      • Table Financial Overview: Inspiration Software, 2008-2010P ($ in 000)
    • K12 Inc.
      • Table Key Statistics: K12 Inc.
      • Table Financial Overview: K12 Inc., 2008-2010P ($ in 000)
    • McGraw-Hill Education (The McGraw-Hill Cos.)
      • Table Key Statistics: McGraw-Hill Education
      • Table Financial Overview: McGraw-Hill Cos., 2008-2010P ($ in 000)
    • Pearson Education
      • Table Key Statistics: Pearson Education
      • Table Financial Overview: Pearson plc, 2008-2010P ($ in millions)
    • Peoples Education
      • Table Key Statistics: Peoples Education
      • Table Financial Overview: Peoples Education, FY2008-FY2010P ($ in 000; ended May 31)
    • Plato Learning
      • Table Key Statistics: Plato Learning
      • Table Financial Overview: Plato Learning, FY2008-FY2010P ($ in 000)
    • Renaissance Learning
      • Table Key Statistics: Renaissance Learning
      • Table Financial Overview: Renaissance Learning, 2008-2010P ($ in 000)
    • Scantron Corp.
      • Table Key Statistics: Scantron Corp.
      • Table Financial Overview: Scantron Corp., 2008-2010P ($ in 000)
    • Scholastic Corp.
      • Table Key Statistics: Scholastic Corp.
      • Table Financial Overview: Scholastic, FY2008-FY2010P ($ in 000,000)
    • School Specialty
      • Table Key Statistics: School Specialty
      • Table Financial Overview: School Specialty, FY2008-FY2010 ($ in 000)
    • Scientific Learning Corp.
      • Table Key Statistics: Scientific Learning Corp.
      • Table Financial Overview: Scientific Learning Corp., 2008-2010P ($ in 000)
    • Weekly Reader (Reader's Digest Association)
      • Table Key Statistics: Weekly Reader
      • Table Financial Overview: Weekly Reader, FY2008-2010P ($ in 000)

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