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Simba Information's 2009 National Textbook Adoptions Scorecard
and 2010 Outlook
December 21, 2009
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

2. publishing industry.
Additional Information
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

3. 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
Simba Information’s 2009 National Textbook Adoptions Scorecard and 2010
Outlook
Introduction and Trends
Technology Rises
22 States Adopt Textbooks
Textbook Adoption Cycles
2009 Textbook Adoption Opportunity and Results
Disappointing Year for Reading/Language Arts
California Purchasing Dries Up
Florida Adoption Results
Where the Purchasing Happened
In Georgia, Some Buys, Some Delays
Promising Climate in Alabama Disintegrated
2009 Math Sales Driven by North and South Carolina
Mixed Results for Idaho
Kentucky Extends Adoption
Oregon Adopts but Also Postpones
Other States Are Picking Up Math as Well
Results for Tennessee Science Adoption
Indiana Changes Adoption Rules
Indianapolis Purchases Books
Oklahoma Schools Purchase World Language Materials
West Virginia Purchases for World Language
Domination in K-5 Pushes One Publisher to the Top of the Index
Pearson Titles Dominate K-5 Best-Sellers; HMH & McGraw-Hill in 6-8
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
Competition Intensifies in 2010 Florida Math Adoption
2011 and Beyond

4. Shaking Out Science in 2011 and 2012
Social Studies Builds
Table 1: Textbook Adoption States
Table 2: 2009 Textbook Adoption Opportunity, Selected Disciplines
Table 3: Tracked English Language Arts Adoption Spending, 2009
Table 4: Florida Adoption by Grade
Table 5: Florida Tracked Adoption Spending, 2009
Table 6: Alabama PreK-12 Language Arts Textbook Adoption, 2009
Table 7: North Carolina K-5 Math Textbook Adoption, 2009
Table 8: South Carolina K-8 Math Textbook Adoption, 2009
Table 9: Tennessee Science Adoption, 2009
Table 10: Tennessee K-5 Science Adoption, 2009
Table 11: Tennessee 6-8 Science Adoption, 2009
Table 12: Tennessee 9-12 Science Adoption, 2009
Table 13: Oklahoma Adoption by Grade
Table 14: Oklahoma World Language Estimated Sales by Publisher, 2009
Table 15: Oklahoma World Languages
Table 16: Simba Information’s Adoption Scorecard, 2009
Table 17: Simba’s Best-Selling Textbook Series, 2009
Table 18: Texas Adopted Reading/Language Arts Materials, Proclamation 2010
Table 19: Publishers Bidding in Florida K-12 Math Adoption, 2010
Table 20: Selected K-12 State Adoption Schedule for Purchase Years 2010-2013
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