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Simba Information's 2009 National Textbook Adoptions Scorecard and 2010 Outlook


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

Simba Information’s 2009 National Textbook Adoption Scorecard and 2010 Outlook report presents the crucial business intelligence on textbook adoptions necessary for developers and marketers of instructional materials in a convenient single-source reference edition.

This report offers the most comprehensive analysis available of the results of 2009 state textbook adoptions that is expected to generate nearly $500 million in first-year revenue for publishers and of the opportunities for an expected improved environment for adoption of instructional materials in 2010.

Prepared by the analysts at Simba Information, the 2009 National Textbook Adoption Scorecard and 2010 Outlook covers sales results in specific states, including California, Florida and the three other states that are set to purchase reading and/or language arts materials, as well as the five states that are slated to purchase math materials. The report also provides guidance for opportunities to come.

Topics include:

  • Results from individual states
  • Results in major disciplines
  • Results by grade segments
  • Scorecard of results and market share by publisher
  • Index of top-selling K-8 textbooks
  • Performance trends of electronic products
  • Impact of funding constraints and changes in state academic standards
  • Outlook for key adoption opportunities in 2010 and beyond

This report is an essential market intelligence tool for publishers, editors, marketing, business development and investment professionals who need to understand the business strategies currently driving this important segment of the educational publishing industry.


Stamford, Conn.-Dec. 28, 2009-A very rocky K-12 textbook adoption market in 2009 laid the groundwork for a legacy of change in textbook adoptions beginning in 2010, according to Simba's 2009 National Textbook Adoptions Scorecard and 2010 Outlook, the new strategic education market report from Simba Information.

“Two factors—the recession and technology—combined to rock the traditional textbook adoption process in 2009 in ways that will resonate with far-reaching effects for publishers and schools in the coming years,” said Kathy Mickey, senior analyst/managing editor of Simba’s Education Group.

The report examines those changes, including the cancelled reading adoption in California and the impact of state funding reductions on school district adoptions in 2009 and their plans for future adoptions.

Additionally, the push for greater use of technology in classrooms that has been percolating for years intensified in 2009. “In 2009, the recession roiled that pot throughout the K-12 school market, but it was particularly disruptive to the textbook adoption process with several states taking steps to include devices and open-source materials in the acquisition process for instructional materials,” Mickey said.

Among the states with such new plans examined in the report are California, Texas, Indiana and West Virginia.

Overall, the adoption market contracted to an estimated $500 million in 2009, but publishers are looking for growth in 2010 to an opportunity worth between $900 million and $950 million, if all goes well, with new opportunities led by Texas reading and Florida math.

The new Simba report examines sales results in specific adoptions states in 2009 and delineates where key opportunities lie through 2013.

For more information please visit www.simbainformation.com or contact Kathy Mickey at 203-325-8193 x102.

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 www.simbainformation.com.

  • Methodology
  • Simba Information's 2009 National Textbook Adoptions Scorecard and 2010 Outlook
    • Introduction and Trends
    • Technology Rises
    • 22 States Adopt Textbooks
      • Table Textbook Adoption States
    • Textbook Adoption Cycles
    • 2009 Textbook Adoption Opportunity and Results
      • Table 2009 Textbook Adoption Opportunity, Selected Disciplines (Total estimated opportunity: $500 million)
    • Disappointing Year for Reading/Language Arts
    • California Purchasing Dries Up
      • Los Angeles Spends $39 Million to Purchase Math
    • Florida Adoption Tracks at $8.2 Million
      • Where the Purchasing Happened
    • In Georgia, Some Buys, Some Delays
    • Promising Climate in Alabama Disintegrated
      • McGraw-Hill Commanded Secondary Segment and Adoption
        • Table Alabama PreK-12 Language Arts Textbook Adoption, 2009 (Estimated sales; $ in thousands)
      • Pearson Dominates K-6 Language Arts in Alabama
    • 2009 Math Sales Driven by North and South Carolina
      • Pearson's Investigations Dominates K-5 in North Carolina
        • Table North Carolina K-5 Math Textbook Adoption, 2009
      • Houghton Mifflin Harcourt Captures 2nd Place
      • McGraw-Hill Places 3rd in North Carolina and South Carolina Math
        • Table South Carolina K-8 Math Textbook Adoption, 2009
      • Mixed Results for Idaho
      • Kentucky Extends Adoption
      • Oregon Adopts but Also Postpones
      • Other States Are Picking Up Math as Well
    • Tennessee Science Spending Estimated at $46.7 Million
      • Table Tennessee Science Adoption, 2009 ($ in thousands)
    • Indiana Changes Adoption Rules
      • Indianapolis Purchases Books
    • Oklahoma Schools Spend $5.3 Million for World Language
      • Table Oklahoma World Language Estimated Sales by Publisher, 2009 (sales in thousands)
    • West Virginia Purchases for World Language
    • Domination in K-5 Pushes Pearson to Top of Publisher Index
      • Table Simba Information's Adoption Scorecard, 2009 ($ in thousands; ranked by total sales*)
      • Houghton Mifflin Harcourt Secures Second Spot
      • McGraw-Hill Places Second in K-5 and 6-8
    • Pearson Titles Dominate K-5 Best-Sellers; HMH & McGraw-Hill in 6-8
      • Table Simba's Best-Selling Textbook Series, 2009 ($ in millions)
    • Performance of Electronic Materials
      • Hybrid of Print and Digital Proves Popular
      • Indiana Encourages Experimentation
      • Texas Legislates for Change, But Makes Standard Choices
      • West Virginia Leads in Opening the Process
      • More Digital Options Available in 2010 Adoptions
    • Forecast: Adoption Market Growth in 2010
    • Texas Schools to Adopt Reading, Literature in 2010
      • Commissioner's List
      • Digital Presence in 2010
        • Table Texas Adopted Reading, Language Arts Materials, Proclamation 2010
    • Competition Intensifies in 2010 Florida Math Adoption
      • Table Publishers Bidding in Florida K-12 Math Adoption, 2010
    • 2011 and Beyond
      • Shaking Out Science in 2011 and 2012
      • Social Studies Builds
        • Table Selected K-12 State Adoption Schedules for Purchase Years 2010-2013

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