Publishing for the PreK-12 Market 2013-2014
Publishing for the PreK-12 Market 2013-2014 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.
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 this study include:
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 this study 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
- 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.
- Amplify
METHODOLOGY
EXECUTIVE SUMMARY
CHAPTER 1: INDUSTRY SIZE AND STRUCTURE
Introduction
Common Core, ConnectED Help Drive Change
Instructional Materials Sales Decline in 2012
Textbooks Struggled for Foothold in 2012
Courseware Generates Strongest Growth in 2012
State Level Sales Continue to Flatten
Growth Wanes for Modular Software
Appeal of Digital Supplementals Grows
Steady Erosion of Print Supplementals
Manipulatives Adapt to Changing Market
Blip in Trade Books Niche
Video Streams into Schools
Classroom Magazines Seek Continued Role
Electronic Media Projected to Capture 44.5% Share in 2013
Industry Competition: Pearson, HMH, M-H Long Dominant
Houghton Mifflin Harcourt Tops Operating Performance Index
Negative Pressure Mounts
Table 1.1: Common Core Adoption
Table 1.2: Instructional Materials Segment Definitions
Table 1.3: Sales of Print & Digital Media to the U.S. PreK-12 School Market,2011-2013P
Table 1.4: PARCC, Smarter Balanced Assessments Key Component Parts
Table 1.5: Market Share of Media Used in U.S. School Classrooms, 2013P
Table 1.6: Big 3 Publisher Share, 2011-2013P
Table 1.7: Publisher Operating Performance Index, 2012 vs. 2011
CHAPTER 2: ENROLLMENT AND DEMOGRAPHICS
Introduction
Public School Enrollment on the Rise
Private Enrollment Has Been Declining
Charter School Enrollment Booms
Enrollment Grows in 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 Stalls in 2012
Table 2.1: Total Public PreK-12 Enrollment, 2011-2021P
Table 2.2: Total Private PreK-12 Enrollment, 2011-2021P
Table 2.3: Districts with the Highest Percentage of Charter School Students 2011-2012 School Year
Table 2.4: Public School PreK-12 Enrollment by State 2013 Projected % Change2011-2012
Table 2.5: 25 Counties with Largest Enrollment Increases, 2012-2013
Table 2.6: Students Eligible for Free and Reduced Lunch In 50 Largest SchoolDistricts, 2010
Table 2.7: Public School Students Participating in Programs for English-LanguageLearners, 2010-2011
Table 2.8: Public School Students Served Under Individuals with Disabilities Act
Table 2.9: Preschool Enrollment & Est. Spending Per Child, 2011-2012
CHAPTER 3: FUNDING
Introduction
Funding Still Predominantly Comes Federal, State and Local
2013 Budget Maintained Educational Funding Levels Pre-Sequester
2014 Budget Proposed, Prospects Dim
Title I Helps Low-Achieving Students in High-Poverty Areas
Race To The Top Adds District-Level Competition
Investing in Innovation Continues
School Improvement Grant Funding Spreads to More States
Tapping Special Education Funding
Demand for E-Rate Funding Outpaces Availability
State-Level Funding is Volatile
Average State Per-Pupil Spending on Instructional Materials is $243
Obama Proposes Federal Investment in Preschool
State Preschool Spending Stalls
Table 3.1: U.S. Dept. of Education Discretionary Spending, FY2012-FY2014P
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, FY2012
Table 3.4: Race to the Top District Winners
Table 3.5: School Improvement Grant Winners, 2013
Table 3.6: Special Education Grants to States, 2012-2013
Table 3.7: Instructional Materials Expenditures by State, 2010-2011
Table 3.8: Preschool Enrollment & Est. Spending Per Child, 2011-2012
CHAPTER 4: TEXTBOOKS AND ADOPTIONS
Introduction
Going Digital in N.C.
iPads at Head of Digital Device Parade
Google, Amplify Bring Devices to Schools
Pearson, HMH Open New Distribution Channels
HMH Expands Relationship with Kno
Textbook Market: Adoption States and Open Territories
Flexibility is Favored
North Carolina Transitions to Digital
Reading and Math Lead Disciplines in Sales in 2012
Math Tops Reading/Language Arts in 6-12 Segment
Elementary Sales Top Secondary Sales in 2012
Houghton Mifflin Harcourt Tops 2012 Adoption Publisher Scorecards
Florida Helps McGraw-Hill Secure Second Overall
Pearson Places Third
Adoptions Outlook in 2013 and Beyond
K-5 Reading, Math & Intervention in Florida
K-8 Reading and K-7 Math in California
Georgia Schools Face Common Core Backlash
Looking Ahead: FL, CA and Texas in 2014
Table 4.1: Textbook Share of Instructional Media Used in U.S. Classrooms,2011 vs. 2012
Table 4.2: Adoption States and 2013 Disciplines Sales Opportunities
Table 4.3: Top 10 Disciplines for Elementary Textbooks and Materials, 2012
Table 4.4: Top 10 Disciplines for Secondary Textbooks and Materials, 2012
Table 4.5: Elementary and Secondary Instructional Materials Sales, 2012
Top 10 States
Table 4.6: Simba Information’s Adoption Publisher Scorecard, 2012
Table 4.7: 2012-2013 Florida Approved K-5 Instructional Materials Mathematics, Reading and Reading Intervention
Table 4.8: Recommended Programs, California Bridge Adoption K-7 Mathematics and K-8 English Language Arts Programs
Table 4.9: Publisher Submitting Bids in Texas 2014 Adoption
CHAPTER 5: SUPPLEMENTARY MATERIALS
Introduction
Vendors Seek Niche in Changing Environment
Learning.com Launches Custom Service
Supplemental Market Sales
Schools are Ready for Digital Supplementals
Courseware Sales Grow Steadily
Digital Supplements Sales on the Rise
Video Becomes More Focused and More Easily Delivered
Print Supplements Look to Benefit from Common Core
Trade Books Look to Rebound in 2013
Classroom Magazines Offer Non-Fiction Content
Manipulatives Market Soft for Now
Future of Supplementals
Google Adds on a Destination
Accelerating Innovation
Table 5.1: Supplemental Materials
Table 5.2: Sales of Supplemental Instructional Materials to the U.S. PreK-12 School Market, 2011-2013P
CHAPTER 6: OUTLOOK AND FORECAST
Introduction
2013 Is Shaping up as a Rebound Year
Longer Term: 2012-2016
Table 6.1: Sales Forecast of Key Instructional Materials Used in U.S. Classrooms, 2012-2016P
COMPANY PROFILES
Amplify
Cambium Learning Group
Discovery Education
ePals Corp.
Goodheart-Willcox
Houghton Mifflin Harcourt
K12 Inc.
McGraw-Hill Education
Pearson
Scholastic Corp.
School Specialty
Scientific Learning Corp.
EXECUTIVE SUMMARY
CHAPTER 1: INDUSTRY SIZE AND STRUCTURE
Introduction
Common Core, ConnectED Help Drive Change
Instructional Materials Sales Decline in 2012
Textbooks Struggled for Foothold in 2012
Courseware Generates Strongest Growth in 2012
State Level Sales Continue to Flatten
Growth Wanes for Modular Software
Appeal of Digital Supplementals Grows
Steady Erosion of Print Supplementals
Manipulatives Adapt to Changing Market
Blip in Trade Books Niche
Video Streams into Schools
Classroom Magazines Seek Continued Role
Electronic Media Projected to Capture 44.5% Share in 2013
Industry Competition: Pearson, HMH, M-H Long Dominant
Houghton Mifflin Harcourt Tops Operating Performance Index
Negative Pressure Mounts
Table 1.1: Common Core Adoption
Table 1.2: Instructional Materials Segment Definitions
Table 1.3: Sales of Print & Digital Media to the U.S. PreK-12 School Market,2011-2013P
Table 1.4: PARCC, Smarter Balanced Assessments Key Component Parts
Table 1.5: Market Share of Media Used in U.S. School Classrooms, 2013P
Table 1.6: Big 3 Publisher Share, 2011-2013P
Table 1.7: Publisher Operating Performance Index, 2012 vs. 2011
CHAPTER 2: ENROLLMENT AND DEMOGRAPHICS
Introduction
Public School Enrollment on the Rise
Private Enrollment Has Been Declining
Charter School Enrollment Booms
Enrollment Grows in 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 Stalls in 2012
Table 2.1: Total Public PreK-12 Enrollment, 2011-2021P
Table 2.2: Total Private PreK-12 Enrollment, 2011-2021P
Table 2.3: Districts with the Highest Percentage of Charter School Students 2011-2012 School Year
Table 2.4: Public School PreK-12 Enrollment by State 2013 Projected % Change2011-2012
Table 2.5: 25 Counties with Largest Enrollment Increases, 2012-2013
Table 2.6: Students Eligible for Free and Reduced Lunch In 50 Largest SchoolDistricts, 2010
Table 2.7: Public School Students Participating in Programs for English-LanguageLearners, 2010-2011
Table 2.8: Public School Students Served Under Individuals with Disabilities Act
Table 2.9: Preschool Enrollment & Est. Spending Per Child, 2011-2012
CHAPTER 3: FUNDING
Introduction
Funding Still Predominantly Comes Federal, State and Local
2013 Budget Maintained Educational Funding Levels Pre-Sequester
2014 Budget Proposed, Prospects Dim
Title I Helps Low-Achieving Students in High-Poverty Areas
Race To The Top Adds District-Level Competition
Investing in Innovation Continues
School Improvement Grant Funding Spreads to More States
Tapping Special Education Funding
Demand for E-Rate Funding Outpaces Availability
State-Level Funding is Volatile
Average State Per-Pupil Spending on Instructional Materials is $243
Obama Proposes Federal Investment in Preschool
State Preschool Spending Stalls
Table 3.1: U.S. Dept. of Education Discretionary Spending, FY2012-FY2014P
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, FY2012
Table 3.4: Race to the Top District Winners
Table 3.5: School Improvement Grant Winners, 2013
Table 3.6: Special Education Grants to States, 2012-2013
Table 3.7: Instructional Materials Expenditures by State, 2010-2011
Table 3.8: Preschool Enrollment & Est. Spending Per Child, 2011-2012
CHAPTER 4: TEXTBOOKS AND ADOPTIONS
Introduction
Going Digital in N.C.
iPads at Head of Digital Device Parade
Google, Amplify Bring Devices to Schools
Pearson, HMH Open New Distribution Channels
HMH Expands Relationship with Kno
Textbook Market: Adoption States and Open Territories
Flexibility is Favored
North Carolina Transitions to Digital
Reading and Math Lead Disciplines in Sales in 2012
Math Tops Reading/Language Arts in 6-12 Segment
Elementary Sales Top Secondary Sales in 2012
Houghton Mifflin Harcourt Tops 2012 Adoption Publisher Scorecards
Florida Helps McGraw-Hill Secure Second Overall
Pearson Places Third
Adoptions Outlook in 2013 and Beyond
K-5 Reading, Math & Intervention in Florida
K-8 Reading and K-7 Math in California
Georgia Schools Face Common Core Backlash
Looking Ahead: FL, CA and Texas in 2014
Table 4.1: Textbook Share of Instructional Media Used in U.S. Classrooms,2011 vs. 2012
Table 4.2: Adoption States and 2013 Disciplines Sales Opportunities
Table 4.3: Top 10 Disciplines for Elementary Textbooks and Materials, 2012
Table 4.4: Top 10 Disciplines for Secondary Textbooks and Materials, 2012
Table 4.5: Elementary and Secondary Instructional Materials Sales, 2012
Top 10 States
Table 4.6: Simba Information’s Adoption Publisher Scorecard, 2012
Table 4.7: 2012-2013 Florida Approved K-5 Instructional Materials Mathematics, Reading and Reading Intervention
Table 4.8: Recommended Programs, California Bridge Adoption K-7 Mathematics and K-8 English Language Arts Programs
Table 4.9: Publisher Submitting Bids in Texas 2014 Adoption
CHAPTER 5: SUPPLEMENTARY MATERIALS
Introduction
Vendors Seek Niche in Changing Environment
Learning.com Launches Custom Service
Supplemental Market Sales
Schools are Ready for Digital Supplementals
Courseware Sales Grow Steadily
Digital Supplements Sales on the Rise
Video Becomes More Focused and More Easily Delivered
Print Supplements Look to Benefit from Common Core
Trade Books Look to Rebound in 2013
Classroom Magazines Offer Non-Fiction Content
Manipulatives Market Soft for Now
Future of Supplementals
Google Adds on a Destination
Accelerating Innovation
Table 5.1: Supplemental Materials
Table 5.2: Sales of Supplemental Instructional Materials to the U.S. PreK-12 School Market, 2011-2013P
CHAPTER 6: OUTLOOK AND FORECAST
Introduction
2013 Is Shaping up as a Rebound Year
Longer Term: 2012-2016
Table 6.1: Sales Forecast of Key Instructional Materials Used in U.S. Classrooms, 2012-2016P
COMPANY PROFILES
Amplify
Cambium Learning Group
Discovery Education
ePals Corp.
Goodheart-Willcox
Houghton Mifflin Harcourt
K12 Inc.
McGraw-Hill Education
Pearson
Scholastic Corp.
School Specialty
Scientific Learning Corp.
