Publishing for the PreK-12 Market 2012-2013

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Published Jun 29, 2012 | 108 Pages | Pub ID: CURP6748985

Publishing for the PreK-12 Market 2012-2013 is Simba Information's premier resource for expert analysis of the highly competitive PreK-12 school market. Challenging market conditions make this report an essential tool for understanding the dynamics that impact the types of instructional materials, tools and services most in demand in the school market. Industry participants can prepare for changes rendered by the Common Core State Standards to each segment of the PreK-12 school market with the analysis presented in this research, with coverage ranging from textbooks to digital courseware, supplemental materials and trade books.

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 annual report. Continuing to follow how technology is—or is not—being incorporated in the school market and how it is changing business models of publishers and providers of instructional and ancillary services will be emphasized this year, along with information on specific threats and opportunities.

Topics in Publishing for the PreK-12 Market 2012-2013 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 and digital learning environments
  • Exclusive textbook adoption information
  • Leading publishers by market segment
  • Analysis of landscape metrics: funding, policy and enrollment
  • The impact of mergers, acquisitions and partnerships,
  • Market segment projections
  • Detailed profiles of leading providers of instructional materials and services

Companies profiled in this report include:

  • Cambium Learning Group
  • Discovery Education
  • ePals Corp.
  • Goodheart-Willcox
  • Triumph Learning (Haights Cross Communications)
  • Houghton Mifflin Harcourt Publishing Co.
  • K12 Inc.
  • McGraw-Hill Education (The McGraw-Hill Cos.)
  • Pearson Education
  • Peoples Education
  • Scholastic Corp.
  • School Specialty
  • Scientific Learning Corp.

Publishing for the PreK-12 Market 2012-2013 is the 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.

Table of Contents


Executive Summary

Chapter 1: Industry Size and Structure
Instructional Materials Sales Decline in 2011
Open Territories Offer No Balance to Textbook Adoption Slump
Steady Erosion in Print Supplements
Courseware Generates Strongest Growth in 2011
Ahead of Common Core Changes, State Level Tests Flatten
Growth Wanes for Modular Software
Manipulatives Maintain Their Niche
Trade Books Maintain Niche in Classroom Shelves
Video Streams into Schools
Classroom Magazines Struggle
Electronic Media Projected to Capture 30% Share in 2012
Pearson Tops Simba’s Publisher Index in 2011
Pearson, HMH & McGraw-Hill Dominate PreK-12 Instructional Materials
ePals and Archipelago Learning Generate the Fastest Growth in 2011
Archipelago Learning Climbs to Top of Operating Performance Index

Table 1.1: U.S. Elementary and Secondary Education At-a-Glance
Table 1.2: Sales of Print & Electronic Media to the U.S. PreK-12 School Market 2010-2012P
Table 1.3: Market Share of Media Used in U.S. Classrooms, 2012P
Table 1.4: Simba Information’s PreK-12 U.S. Publisher Index,
2010 vs. 2011 vs. 2012P
Table 1.5: Publisher Operating Performance Index, 2011 vs. 2010

Chapter 2: Enrollment and Demographics
Public School Enrollment on the Rise
Decline for Private Enrollment
Charter School Enrollment on the Rise
Enrollment Grows in the West and South
Fastest Growing Counties for K-12 Enrollment
High Poverty Schools Are a Target
Schools Growing More Diverse
Special Needs Students Are a Growing Population
State Funded PreK Grows Slowly

Table 2.1: Total Public PreK-12 Enrollment, 2010-2021P
Table 2.2: Growth in Public Charter School Enrollment
Table 2.3: Public School 2011-2012 Enrollment by State with % Change from 2010-2011
Table 2.4: 25 Counties with Largest Enrollment Increases, 2011-2012
Table 2.5: Students Eligible for Free and Reduced School Lunch in 50 Largest School Districts, 2009
Table 2.6: 25 Districts with Highest Number LEP/ELL Students
Table 2.7: 25 Districts with Highest Number IEP Students
Table 2.8: Preschool Enrollment & Est. Spending Per Child, 2010-2011
Chapter 3: Funding
Funding Comes Federal, State and Local
2012 Budget Maintained Educational Funding Levels
2013 Budget Proposed, Passage Unlikely
Title I Helps Low-Achieving Students in High Poverty Areas
Race to the Top Adds Early Learning and District Competitions
Investing in Innovation Continues to Distribute Funds
School Improvement Grants Offer Opportunities
Tapping Special Education Funding
Most Categories of Stimulus Dollars Have Been Spent
Demand for E-Rate Funding Outpaces Availability
State-Level Funding is Volatile
Average State Per-Pupil Spending on Instructional Materials is $250
Preschool Spending Also Cut

Table 3.1: U.S. Dept. of Education Discretionary Spending, FY2011-FY2013P
Table 3.2: U.S. Dept. of Education Title I State Grant Allocations, 2010-2013P
Table 3.3: 50 Largest Title I Allocations to LEAs, FY2011
Table 3.4: Race to the Top 2nd Round Grant Winners
Table 3.5: Race to the Top 3rd Round Grant Winners
Table 3.6: Race to the Top Early Learning Challenge Grant Winners
Table 3.7: School Improvement Grant Allocations, 2010-2013P
Table 3.8: Federal Grants to States for Special Education, FY 2012
Table 3.9: Instructional Materials Expenditures by State, 2009-2010
Table 3.10: Preschool Enrollment & Est. Spending Per Child, 2010-2011

Chapter 4: Textbooks and Adoptions
iPads Help Push Textbooks in Digital Direction
Inkling, Slicebooks Aim to Move the Digital Needle
Texas and Florida Show Digital Textbook Uptake is Looming
Common Core Has Potential to Boost Textbook Sales
Textbook Market: Adoption States and open Territories
Reading and Mathematics Lead Disciplines in Sales
Reading/Literature Edges Out Math in 6-12 Segment
Elementary Sales Top Secondary Sales in 2010
Adoption Market Under Pressure To Change
Houghton Mifflin Harcourt Tops 2010 Adoption Publisher Scorecard
Pearson Secures Second Spot Overall
Adoptions in 2012 and Beyond
Texas Revises Adoption Schedule
Digital Bent to Social Studies Adoption in Florida
Early Purchasing in Florida
California Bridge to CCSS Adoption Gets Under Way
Oklahoma Switches Science and Social Studies Adoptions

Table 4.1: Textbook Share of Instructional Media Used in U.S. Classrooms, 2010 vs. 2011
Table 4.2: Projected Implementation Costs of Common Core
Table 4.3: Top 10 Disciplines for Elementary Textbooks and Materials, 2010
Table 4.4: Top 10 Disciplines for Secondary Textbooks and Materials, 2010
Table 4.5: Elementary and Secondary Instructional Materials Sales, 2010 Top 10 States
Table 4.6: Simba Information’s Adoption Scorecard, 2011
Table 4.7: Texas Instructional Materials Adoption Cycle
Table 4.8: 2012 Adopted Florida K-12 Social Studies Materials
Table 4.9: Submitting Publishers, California Bridge Adoption K-8 mathematics and Language Arts Programs

Chapter 5: Supplementary Materials
Supplemental Market Sales Down Slightly
Schools Are Ready for Electronic Supplementals
Courseware Sales Up but Modular Sales Flatten
Video Increasingly Integrated into Instruction
Print Supplements Still a Substantial Market
Trade Books Still Have Classroom Appeal
Magazines Face Challenges
Manipulatives Market Steady
Scholastic Tops Supplemental Publisher List
Future of Supplementals
Common Core Implementation Will Spur Change
Partnership Mean New Options
Schools Develop More Resources for Themselves
What’s a Supplemental Provider to do?

Table 5.1: Sales of Supplemental Instructional Materials to the U.S. PreK-12 School Market, 2010-2012P
Table 5.2: Simba Information’s Supplemental Publisher Index, 2010-2012P

Chapter 6: Outlook and Forecast
PreK-12 Instructional Materials to Grow at 1.3% CAGR
Decline to Slow, Growth Resurgence Seen in 2013

Table 6.1: Sales Forecast of Key Instructional Materials Used in U.S. Classrooms, 2011-2015P

Company Profiles
Cambium Learning Group
Discovery Education
ePals Corp.
Triumph Learning (Haights Cross Communications)
Houghton Mifflin Harcourt
K12 Inc.
McGraw-Hill Education (The McGraw-Hill Cos.)
Pearson Education
Peoples Education
Scholastic Corp.
School Specialty
Scientific Learning Corp.