1. Get more info on this report!
College Publishing Market Forecast 2009-2010
August 31, 2009
College Publishing Market Forecast 2009-2010 from Simba Information is the leading
and most-trusted source of market intelligence in the highly competitive $9.6 billion
college market.
This all new edition is the one-stop source for understanding the business dynamics in
the college instructional materials market, including the impact of changing distribution
models and the inroad of digital materials. Prepared by the experts at Simba
Information, College Publishing Market Forecast 2009-2010 examines the major
issues affecting the state of the college instructional materials market.
Use the College Publishing Market Forecast 2009-2010 to evaluate developing
market trends affecting the industry, benchmark performance among market leaders
and develop realistic strategies to position your company for short- and long-term
growth.
Topics include:
Market size by media segments, including: new and used textbooks and
multimedia materials
The continuing rise of custom publishing and electronic media
The impact of emergent technologies on the development and delivery of
instructional content
Exclusive sales statistics by discipline and publisher, as provided by PubTrack
Higher Education
Market forces shaping sales and growth projections through 2011
Up-to-the-minute advancements in marketing and distribution practices
Market landscape changes in policy, enrollment and funding
Growth and demand in the community college segment
Trends in the adoption of distance learning programs
Burgeoning opportunities in the for-profit career college sector
Detailed profiles of the leading U.S. college publishers, textbook distributors and
infrastructure software providers.
College Publishing Market Forecast 2009-2010 is an essential market intelligence

2. tool for publishers, technology providers, editors, marketing, business development,
sales and investment professionals who need to understand the business strategies
currently driving the educational publishing industry.
Additional Information
Stamford, Conn.-Sept. 1, 2009-With strong growth in student enrollment in the U.S.
college market, sales of college textbooks and other instructional materials is projected
to grow 5.7% to $9.68 billion in 2009, according to the newly released College
Publishing Market Forecast, 2009-2010 from media industry forecast and analysis
firm Simba Information.
“Behind those numbers, some exciting trends are turning the once staid college
publishing industry into a dynamic segment,” said Kathy Mickey, senior
analyst/managing editor of Simba’s Education Group. “Distribution channels for
instructional materials are expanding rapidly with publishers taking a more direct and
active role in getting students the content and tools they need.”
One of the strongest drivers of growth in college publishing is the multimedia materials
segment. New in this edition of the well received annual report from Simba is an
examination of e-textbooks. “This segment is still small—accounting for an estimated
1.7% of industry sales, but if sales continue to double in the next several years, e-
textbooks could reach a 10% market share quickly,” Mickey said.
College Publishing Market Forecast, 2009-2010 provides in-depth assessment of the
higher education publishing industry, including the critical segments of new and used
textbooks, multimedia materials and tools, as well as parsing the key markets of
community colleges and for-profit career colleges. The report looks at marketing and
distribution and presents strategic analyses of leading college publishers, distributors
and retailers.
The report includes detailed analysis of textbook sales in the 10 leading college
disciplines based on sales data collected by R.R. Bowker PubTrack Higher Education.
At a time when federal policy and funding is shining a new light on higher education, the
Simba College Publishing Market Forecast provides important data for publishers,
marketers, distributors and business development executives as they navigate the
evolving higher education landscape.
For more information please visit www.simbainformation.com or contact Kathy
Mickey at 203-325-8193 x102.
About Simba Information:

3. 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.
TABLE OF CONTENTS
Methodology
Executive Summary
Chapter 1: Industry Size and Structure
Introduction
New Textbooks Dominate, but Share Slides
Strong Growth in Multimedia Materials
Demand for Used Textbooks Flattens
Key Media in the College Classroom
Average Textbook Prices Show Moderate Growth
Seven Publishers Control 88.9% of College Market
Pearson Tops Simba’s College Publisher Index in 2008
Cengage Learning’s A&P Group Leads in Operating Performance
Pearson Dominated International Education Sales
Cengage Eyes Global Business Strategy
McGraw-Hill, Wiley See International Growth in 2008
Textbook Exports Strengthen with 19.3% Growth in 2008
2009 Begins Weakly in Export Activity
M&A Marked by Consolidation and International Expansion
Cengage Learning and Others Look Globally
Table 1.1: Domestic Net Sales in U.S. College Market by Segment, 2007-2009P
Table 1.2: New Textbooks vs. Used Textbooks in the U.S., 2007-2009P
Table 1.3: Breakdown of Key Media for Instruction in U.S. College Classrooms,
2007-2009P
Table 1.4: Share of Media Used in U.S. College Classrooms, 2009P
Table 1.5: Average Textbook Price New vs. Used, Academic Years 2003-2008
Table 1.6: Simba Information’s College Publisher Index, 2007-2009P
Table 1.7: Simba Information’s Publisher Performance Index, 2008 vs. 2007
Table 1.8: Major Publishers by Non-U.S. Education Sales, 2008
Table 1.9: Top Foreign Markets for Exports of U.S. Textbooks, 2008 vs. 2007

4. Table 1.10: Top Foreign Markets for Exports of U.S. Textbooks, Q1 2009 vs. Q1
2008
Table 1.11: Simba’s Higher Education Merger & Acquisition Index, January 2008-
August 2009
Chapter 2: Enrollment
Overview
Enrollment by Age
Enrollment by Gender
Diversity on the Campus
Public vs. Private Enrollment Changes
Full-Time vs. Part-Time Enrollment Changes
A Degree Matters More Now
Where the Students Are
Table 2.1: Total Enrollment in Higher Education, 1992-2017P
Table 2.2: College Enrollment by Age, 1992-2017P
Table 2.3: Total Enrollment in Higher Education by Gender, 1992-2017P
Table 2.4: U.S. Enrollment Numbers by Race, 1992-2017P
Table 2.5: Higher Education Enrollment, Four-Year Public vs. Private, 1992-
2017P
Table 2.6: Higher Education Enrollment, Two-Year Public vs. Private, 1992-
2017P
Table 2.7: Total Higher Education Enrollment by Enrollment Status, 1992-2017P
Table 2.8: Degrees Conferred, 1992-2017P
Table 2.9: Enrollment Ranked by State in Two-Year and Four-Year Colleges, Fall
2006
Table 2.10: Public High School Graduates, 2004-2005
Chapter 3: Market Niches: Community Colleges, For-Profit Post-Secondary
Schools and Distance Learning
Introduction
Community Colleges
Enrollment Rises
Addressing Basic Skills
Leading Fields for Associate Degrees
Post-Secondary Schools
Recession Provides Tailwind for Enrollment Growth
Health Fields Are Popular
Strongest Growth Online
Revenue Growth Ushers in 2009
Penetration of Distance Learning
Concentrated in Undergraduate Programs
Table 3.1: Community Colleges at a Glance
Table 3.2: States with Enrollment Growth at 2-Year Public Colleges, 2006 vs.
2005

5. Table 3.3: Projections in 2-Year College Enrollment, 2006-2017P
Table 3.4: Leading Associate Degree Fields, AY 2006-2007
Table 3.5: For Profit, Career Colleges at a Glance
Table 3.6: For Profit Colleges, Spring Enrollment, 2009 vs. 2008
Table 3.7: Career College Q1 Financial Results, 2009 vs. 2008
Table 3.8: Online Enrollment Growth, Fall 2002-2007
Chapter 4: Funding
Introduction
Tuition Rises for 2008-2009
Aid Comes in Various Forms
Federal Government Addresses Affordability
Rising Debt a Concern
Pell Grants Key to Federal Funding
New Focus on Community College
States Face Financial Issues
California Students Hit Hard
Cutting the Norm Across the State
Texas Bucks the Trend
Table 4.1: Average Tuition and Fee Charges
Table 4.2: Higher Education Financial Aid, 1997-1998 to 2007-2008
Table 4.3: Estimated Federal Aid for Post-Secondary Education, 2010E
Table 4.4: Federal Higher Education Programs, FY2008-2010P
Table 4.5: Appropriations to Higher Education, FY2007-2009
Table 4.6: Fiscal 2010 State Budget Outlook
Chapter 5: Textbooks
Introduction
Publishers Tout Format Variety and Price Ranges
Long Term Growth in Custom Publishing
E-Textbook Push Is On
Nascent Higher Education E-Textbook Sales Bloom
After Good Fall in 2008, CourseSmart Expands
Digital Pilots Abound
Wiley Pilot Launched at University of Texas
Kindle DX Ignites E-Textbook Dialogue
Flat World Knowledge Builds Free and Open Model
Course Staple: Textbooks
Costs Drive Used-Book Sales
Ten Publishers Command 64.1% of New Units Sold
Math Courses Accounted for the Most Textbook Sales in 2008
Most Improved: Computers/Info Systs.; Greatest Drop: Museum Studies
In 10 Leading Disciplines, Pearson Holds Sway as Leader
Pearson Is Best-Selling Math Publisher in 2008
Pearson Also Leads in English
Cengage Learning Captures Lead in Psychology

6. Pearson, McGraw-Hill Lead in Biological Sciences
Pearson Captures Education’s Top Spot
Pearson Leads in History
McGraw-Hill No. 1 in Accounting
McGraw-Hill Titles Claim Lead in Management
McGraw-Hill No. 1 in Foreign Languages
Pearson Leads in Chemistry
Table 5.1: Growth in College Textbook Net Sales, 2000-2008
Table 5.2: Wiley/U-Texas Digital Pilot
Table 5.3: Book Sales in College Stores, 2006-2008
Table 5.4: Estimated Average Used Book Rate, 2006-2008
Table 5.5: Leading Publishers by New Units, 2008 vs. 2007
Table 5.6: Top Disciplines for Textbook Sales, 2008 vs. 2007
Table 5.7: Sales Patterns, 2008
Table 5.8: Mathematics - Leading Publishers, 2008
Table 5.9: English - Leading Publishers, 2008
Table 5.10: Psychology - Leading Publishers, 2008
Table 5.11: Biological Sciences - Leading Publishers, 2008
Table 5.12: Education - Leading Publishers, 2008
Table 5.13: History - Leading Publishers, 2008
Table 5.14: Accounting - Leading Publishers, 2008
Table 5.15: Management - Leading Publishers, 2008
Table 5.16: Foreign Languages & Literature - Leading Publishers, 2008
Table 5.17: Chemistry - Leading Publishers, 2008
Chapter 6: Multimedia Materials
Introduction
Technology Market Expanding
Multimedia Materials Grow 28% in 2008
Pearson Releases MyEducationLab
Cengage Learning Expands Aplia
New Incarnation for Homework Manager at McGraw-Hill
WileyPLUS Continues to Produce for Wiley
Students Respond to Student Response Systems
More Demand for Lecture Capture
Table 6.1: The 21st Century Campus
Table 6.2: Multimedia Materials Used in College Classrooms, 2007-2009P
Chapter 7: Marketing & Distribution
Overview
What Students Pay and Where it Goes
College Stores Business Good
Used Texts Wanted, but Limited
Drivers Toward Digital Content
Online Purchasing of Materials

7. Textbook Rental Options on the Rise
Table 7.1: Where the New Textbook Dollar Goes
Table 7.2: Course Materials Purchased by Location
Table 7.3: Total College Store Market
Table 7.4: Contract Management of College Store by Operator
Table 7.5: Increase in Median College Store Online Sales
Chapter 8: Forecast and Conclusions
Overview
Changing Business Models
Continued Growth in Higher Education Materials
Table 8.1: Sales Forecast of Key Instructional Materials Used in U.S.
Classrooms, 2008-2012P
Profiles of Leading U.S. College Publishers & Software Providers
Bedford, Freeman & Worth (Macmillan)
Blackboard
Cengage Learning
Jones and Bartlett
McGraw-Hill Education (The McGraw-Hill Cos. Inc.)
Oxford University Press
Pearson Education
John Wiley & Sons
W.W. Norton
Profiles of Leading College Textbook Distributors and Retailers
Barnes & Noble College Bookstores
Chegg.com
Follett Corp.
Nebraska Book Co.
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