• Introduction
  • Market Opportunities
  • Digital Advance
• New Textbooks Dominate, but Share Slides
  • K-12, Religious and Multimedia Materials See Growth
• Demand for Used Textbooks Continues to Grow
• Key Media in the College Classroom
• Average Textbook Prices Show Moderate Growth
• Eight Publishers Control 93.9% of College Market
  • Pearson Tops Simba’s College Publisher Index in 2007
  • Jones and Bartlett and W.W. Norton Outpace Industry Growth
  • Wiley Leads in Operating Performance with 26.9% Margin in FY2008
  • Pearson Is Aggressive in Margin Targets
  • McGraw-Hill: Strongest Operating Income Improvement
  • Cengage Learning Exceeds Efficiency Goals
• Pearson Leads the Charge into International Education Sales
• Textbook Exports Flatten with 1% Growth in 2007
• 2008 Begins with More Export Activity
• Cengage Acquisition of HM College Leads M&A Activity
  • Private Equity Backer Moves in with Jones & Bartlett
  • Macmillan Expands Custom Publishing
  • Technology Is Attractive in M&A Market
  • Promise of More M&A Activity

• Table 1.1: Domestic Net Sales in U.S. College Market by Segment, 2006-2008P
• Table 1.2: New Textbooks vs. Used Textbooks in the U.S., 2006-2008P
• Table 1.3: Breakdown of Key Media Used for Instruction in U.S. College Classrooms
• Table 1.4: Share of Media Used in U.S. College Classrooms, 2008P
• Table 1.5: Average Textbook Price New vs. Used, Academic Years 2003-2007
• Table 1.6: Simba Information’s College Publisher Index, 2006-2008P
• Table 1.7: Simba Information’s College Publisher Performance Index, 2007 vs. 2006
• Table 1.8: Major Publishers by Non-U.S. Sales, 2007
• Table 1.9: Top Foreign Markets for Exports of U.S. Textbooks, 2007 vs. 2006
• Table 1.10: Top Foreign Markets for Exports of U.S. Textbooks, Q1 2008 vs. 2007
• Table 1.11: Simba’s Higher Education Merger & Acquisition Index, 2007-June 2008
• Table 1.12: Courses & Textbooks Cengage Will Divest

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, 1991-2017P
• Table 2.2: College Enrollment by Age, 1991-2016P
• Table 2.3: Total Enrollment in Higher Education by Gender, 1992-2017P
• Table 2.4: U.S. Enrollment Numbers by Race, 1991-2016P
• Table 2.5: Higher Education Enrollment, Four-Year Public vs. Private, 1990-2016P
• Table 2.6: Total Higher Education Enrollment by Enrollment Status, 1991-2017P
• Table 2.7: Degrees Conferred, 1992-2017P
• Table 2.8: Enrollment Ranked by State in Two-Year and Four-Year Colleges, Fall 2005
• Table 2.9: Public High School Graduates, 2004

Chapter 3: Market Niches: Community Colleges, For-Profit Post-Secondary Schools and Distance Learning

• Introduction
• Community Colleges
• Enrollment Rises
• Addressing Basic Skills
• Carnegie Learning Offers Remedial Help
• Leading Fields of Associate Degrees
• Post-Secondary Schools
• Traditional Publishers Tap Post-Secondary School Market
• Leading For-Profits Gird Against Tighter Loan Market
• Simba’s Career College Index Shows Continued Enrollment Growth
• 2008 Ushers in Revenue Growth, Variable Operating Performance
• Penetration of Distance Learning
• Online Enrollment Continues to Grow, but More Slowly
• Associate Degree Programs Show Fastest Growth
• Room for Growth
• Online in Community Colleges
• Pearson Forges Online Textbook Agreement in Colorado

• Table 3.1: Community Colleges at a Glance
• Table 3.2: States with Enrollment Growth at 2-Year Public Colleges, 2005 vs. 2004
• Table 3.3: Projections in 2-Year College Enrollment, 2005-2016P
• Table 3.4: Leading Associate Degree Fields, Academic Year 2005-2006
• Table 3.5: Enrollment Growth at For-Profit Institutions, 1980-2006
• Table 3.6: Simba’s Career College Spring Enrollment Index, 2008 vs. 2007
• Table 3.7: Career College Q1 Financials, 2008 vs. 2007
• Table 3.8: Online Enrollment Growth, Fall 2002 vs. 2006
• Table 3.9: Online Growth by Degree Program, 2002 vs. 2006

Chapter 4: Funding

• Overview
• Tuition Increases Up for 2007-2008
• Aid Comes in Various Forms
• Federal Government Addresses Affordability
• Credit Crisis Prompts Action
• Looking to the Future of Federal Support
• States Face Financial Issues, but Continue Higher Ed Support
• Looking to the Future of State Support

• Table 4.1: Average Tuition and Fee Charges
• Table 4.2: Higher Education Financial Aid, 1996-1997 to 2006-2007
• Table 4.3: Estimated Federal Aid for Post-Secondary Education, 2009
• Table 4.4: Federal Higher Education Appropriations, FY2007-2009P
• Table 4.5: Appropriations to Higher Education, FY2006-2008
• Table 4.6: Educational Revenue per FTE

Chapter 5: Textbooks

• Introduction
• Format Offerings Vary
• Cengage Learning Plans More from 4LTR Press
• Going Green and Weighing the Kindle
• Large Publishers Behind CourseSmart
• Biggest Challenge: Free and Open
• Flat World Knowledge Moves into Market
• E-book Buzz
• Course Staple: Textbooks
• Used-Book Sales: Collegiate Fact of Life
• Ten Publishers Command 60.5% of New Units Sold
• Math Courses Accounted for the Most Textbook Sales in 2007
• Most Improved: Religion; Greatest Decline: Agriculture & Forestry
• Pearson Is Best-Selling Math Publisher in 2007
• Pearson Also Leads in English
• Cengage Learning Produces Close Second to Pearson in Psychology
• Pearson, McGraw-Hill Lead in Biological Sciences
• Pearson Higher Education Captures Education’s Top Spot
• Pearson Trumps in History
• McGraw-Hill No. 1 in Foreign Languages
• McGraw-Hill No. 1 in Accounting; Cengage No. 2
• Pearson Leads in Chemistry
• McGraw-Hill Titles Claim Management Leadership

• Table 5.1: Growth in College Textbooks Net Sales, 2000-2007
• Table 5.2: Book Sales in College Stores
• Table 5.3: Average Used Textbook Rate, 2005-2007
• Table 5.4: Leading Publishers by New Units, 2007 vs. 2006
• Table 5.5: Top 20 Disciplines for Textbook Sales, 2007 vs. 2006
• Table 5.6: Unit Sales Patterns, 2007
• Table 5.7: Mathematics - Leading Publishers, 2007
• Table 5.8: English - Leading Publishers, 2007
• Table 5.9: Psychology - Leading Publishers, 2007
• Table 5.10: Biological Sciences - Leading Publishers, 2007
• Table 5.11: Education - Leading Publishers, 2007
• Table 5.12: History - Leading Publishers, 2007
• Table 5.13: Foreign Language & Literature - Leading Publishers, 2007
• Table 5.14: Accounting - Leading Publishers, 2007
• Table 5.15: Chemistry - Leading Publishers, 2007
• Table 5.16: Management - Leading Publishers, 2007

Chapter 6: Custom Publishing, Coursepacks & Multimedia

• Introduction
• Custom Publishing Continues to Grow
• Hayden-McNeil Offers Turnkey Custom
• Custom Appeals to Bookstores
• Wiley Benefits from WileyFlex and WileyPLUS
• Custom Solutions Help Drive Pearson Growth
• Multimedia Changing Perception of Textbook
• Homework Manager Is a Plus for McGraw-Hill
• Tighter Digital Focus at Cengage Learning
• Social Networking and E-Textbooks
• Can the Kindle Spark Interest in E-Textbooks

• Table 6.1: Hayden-McNeil Custom, 2007 vs. 2006
• Table 6.2: Multimedia Materials Used in College Classrooms, 2006-2008P

Chapter 7: Marketing & Distribution

• Overview
• What Students Pay and Why
• To Bundle or Not?
• Distributors Look to Used Texts
• Momentum for Digital Migration
• NACS Digital Content Subsidiary Planned
• Publishers Offer Common Platform Through CourseSmart
• Additional Access Models and Technologies Evolve
• College Stores Business Good
• Online Purchasing of Texts
• Bookstores Broaden Technology Offerings
• Potential of Textbook Rental Programs Limited

• Table 7.1: Where the New Textbook Dollar Goes
• Table 7.2: Average Product Sales by Segment
• Table 7.3: Contract Management of College Stores by Operator
• Table 7.4: Course Materials Purchased by Location

Chapter 8: Forecast and Conclusions

• Overview
• Landscape Pressures
• Moderate Growth for Textbooks

• Table 8.1: Sales Forecast of Key Instructional Materials Used in U.S. Classrooms, 2007-2011P

Profiles of Leading U.S. College Publishers & Software Providers

• Bedford, Freeman & Worth
• Blackboard
• Cengage Learning
• Jones and Bartlett
• McGraw-Hill Education
• Oxford University Press
• Pearson Education
• John Wiley & Sons
• W.W. Norton

Profiles of Leading College Textbook Distributors and Retailers

• Barnes & Noble College Bookstores
• Follett Corp.
• Nebraska Book Co.