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Publishing for the PreK-12 Market 2015-2016


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

Publishing for the PreK-12 Market 2015-2016 provides the most up-to-date business information and market trends as well as a complete view of the U.S. school market in a single-source format in this updated comprehensive annual report. In an increasingly digital school market, this edition examines the demand for instructional content , how publishers are addressing school needs, and how technology is changing distribution patterns, go-to-market strategies and business models.

Topics in Publishing for the PreK-12 Market 2015-2016 include:

  • Market size by media segment: textbooks, courseware, supplemental materials, tests, manipulatives, video, trade books and magazines
  • Drivers of segment growth
  • Impact of emerging technologies
  • Exclusive textbook/ instructional materials adoption information
  • Leading publishers/providers by market segment
  • Analysis of landscape metrics: funding, policy and enrollment
  • Trends in acquisitions, mergers and partnerships
  • Competitive analysis of leading publishers/providers
  • Market segment projections through 2018


  • Methodology
  • Executive Summary
  • Industry Size and Structure
    • Introduction
      • Table Simba's Instructional Materials Segment Definitions
    • Instructional Materials Sales Continue Growth in 2014
      • Table Sales of Print & Digital Instructional Media to the U.S. PreK-12 School Market, 2013-2015P ($ in millions; ranked by 2014 sales)
      • Textbooks Power Run-Up in 2014
      • Courseware Generates Growth of 9.1%
      • State-Level Test Market Flattens
      • Digital Supplementals Grow 4.2%
      • Flattening in Print Supplemental Segment
      • Hands-on Learning Boosts Manipulatives
      • Trade Book Are in Favor
      • Video Use Continues to Grow
      • Classroom Magazines See Sales Boost
        • Table Market Share of Media Sold to U.S. Classrooms, 2015P (based on market size of $8.56B)
    • Electronic Media Projected to Capture 51% Share in 2015
    • Competitively Speaking: Pearson Generates Most Revenue
      • Table Leading Publisher Share of K-12 Industry, 2014 ($ in millions)
      • Right-Sizing in a Technology-Focused Era
      • Adjusting Marketing and Sales
      • Teachers or Districts as Targets
      • New Distribution Strategies
    • Mergers & Acquisitions and Startups
      • Table Simba Information's Merger & Acquisition Index, 2014 and H1 2015
      • Tech Companies Move Forward in Education
        • Table Ed Tech Startups To Watch, 2015
  • Enrollment and Demographics
    • Introduction
      • Table Institutional Types and Numbers, 2015
    • Public School Enrollment on the Rise
      • Table Public School Teachers by School Type, 2015
      • Table Total Public PreK-12 Enrollment, 2014-2023P (# in 000)
    • Enrollment Patterns Vary across the States
      • Table Projected Public PreK-12 Enrollment by Grade Selected Years, 2013-2023P (# in 000)
    • Private Enrollment Has Been Declining
      • Table Public School PreK-12 Enrollment by State Projected % Change, 2011-2023 (#in 000)
    • Charter School Enrollment Booms
      • Table Number of Charter Schools by State 2012-2013
    • Online Enrollment Growing but Hard to Track
    • Homeschooling Increases
      • Table Districts, 15,000 Students or Larger, with Highest Percentage Of 5-17 Year-Olds in Poverty, Top 50, 2012
    • High-Poverty Schools Are a Target
    • Schools Growing More Diverse
      • Table Public School Students Participating in Programs for English-Language Learners, 2012-2013
    • Special Needs Students Need Services
    • State-Funded PreK Enrollment up Slightly
      • Table Public School Students Served Under Individuals with Disabilities Act, 2012-2013
      • Table Preschool Enrollment, 2013-2014 & % Change from 2012-2013 (ranked by enrollment of 3- and 4-year-olds)
  • Funding
    • Introduction
    • Average State Per-Pupil Spending on Materials Rebounds
      • Table Instructional Materials Expenditure by State, 2013-2014 (Instructional Materials Expenditures $ in thousands)
    • Federal Funding Steady in Fiscal 2015
    • Federal Budget Picture Cloudy for Fiscal 2016
      • Table U.S. Department of Education Discretionary Spending, FY 2014-FY 2016P (Selected K-12 categories, $ in millions)
    • Title I Helps Low-Achieving Students in High-Poverty Areas.
    • Tapping Special Education Funding
      • Table 50 Largest Title I Allocations to LEAs, FY 2014 ($ in thousands)
      • Table Investing In Innovation 2014 ($000)
    • Investing in Innovation Proposed but Doubtful
    • School Improvement Grants Continue
    • E-Rate Funding Update Boosts Connectivity
      • Table School Improvement Grant Awards, 2014 ($ in thousands)
    • State-Level Funding Outlook Improves
      • Table Change in Spending Per Student, FY 2008-2015, (inflation-adjusted)
      • Table 50 Largest ELAs Instruction and Instruction-Related Expenditures, FY 2012
    • Local Funding Varies Widely
    • State PreK Funding Climbs
      • Table Total Preschool State Spending, 2013-2014, & State Spending Per Child (ranked by enrollment of 3- and 4-year-olds)
  • Textbooks and Adoptions
    • Introduction
      • Table Segment Definitions
      • Table Textbook Share of Instructional Media Used in U.S. Classrooms, 2013 vs. 2014 ($ in millions)
    • Textbook Segment Drivers and Disrupters
      • For G-W, New Technology, New Subject Areas
      • Zaner-Bloser Adds Core Literacy Program
      • McGraw-Hill Opens up
    • Crossing the Print to Digital Divide
    • Textbook Market: Adoption States and Open Territories
      • More Open and More Difficult
        • Table 2014 Mathematics Adoption Sales (tracked sales in three states in $000)
    • Mathematics is Largest Opportunity of 2014
      • Table Simba Information's Adoption Publisher Scorecard, 2014 ($ in thousands; ranked by total sales)
    • Houghton Mifflin Harcourt Tops 2014 Adoption Publisher Scorecard
      • Pearson Secures Second Place
      • McGraw-Hill Places Third
    • Adoptions Outlook in 2015 and Beyond
      • Table 2015 Leading Sales Opportunity in Adoption States (Total estimated opportunity: $600 million)
      • Table Publishers with Approved Programs in Texas 2015 Adoption
      • K-12 Social Studies Headlines Texas 2015 Adoption
      • Calcasieu in Louisiana Changes Course in Math
      • California Paves Way for ELA Adoptions in 2016
  • Supplementary Materials
    • Introduction
    • Supplemental Market Sales
      • Table Supplemental Segment Definitions
      • Table Sales of Supplemental Instructional Materials to the U.S. PreK-12 School Market, 2013-2015P ($ in millions)
      • Courseware Sales Have Positive Trends
      • Digital Supplements Rebound
        • Table Use of Specific Instructional Software Programs
      • Video Used More in Changing Forms
    • Print Supplements See Shrinking Market Share
      • Trade Books Benefit from Common Core
      • Classroom Magazines Offer Non-Fiction Content
      • New Energy in Manipulatives Market
    • Future of the Supplemental Market
  • Outlook and Forecast
    • Introduction
    • 2015 Is Tougher on Sales
      • Table Sales Forecast of Key Instructional Materials Used in U.S. Classrooms, 2014 - 2018P ($ in millions; ranked by 2014 segment size)
    • Moving into 2016 and Beyond
  • Company Profiles
    • Amplify
    • Cambium Learning Group
    • Cricket Media
    • Discovery Education
    • Goodheart-Willcox
    • Houghton Mifflin Harcourt
    • K12 Inc.
    • McGraw-Hill Education
    • Pearson
    • Rosetta Stone, Inc.
    • Scholastic Corp.
    • School Specialty
    • Scientific Learning Corp.

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