Sales, Enrollment, and Market Trends in K-12

The Complete K-12 Report®: Market Facts & Segment Analyses, 2013 from Education Market Research shows continuing growth in technology products and an increasing need for assessment products. Additional opportunities include the elementary market and reading/language arts. In a time when schools are trending towards technology, though, textbook sales in 2012-13 continued to have steady growth of around 2%. 


  • Overall, the K-12 publishing market totaled $18.336 billion in sales in the 2011-12 school year. It is projected that sales in 2012-13 will be $19.430 billion, a 6.0% increase compared to the previous year.
  • Aggregate sales of the five largest K-12 publishers declined 7.5% in 2011 to $5.672 billion from $6.129 billion
  • If all of the digital supplements are grouped together, this segment was up 18.4% in 2011.  The non-digital products segment recorded a 4.4% decline in 2011.


  • Projections from the National Center for Education Statistics show that that the elementary grades (PreK-5) represent nearly half of the total public school enrollment and, by extension, almost half of the total revenue in the K-12 market.
  • Enrollment in public schools for pre-K-8 rose from 30.503 million in 1991 to a projected 35.129 million in fall 2012. For grades 9-12, public school enrollment grew from 11.544 million in 1991 to 14.512 million in 2012.
  • K-12 enrollments are projected to keep growing every year through 2020
  • The South and West regions are experiencing the most enrollment growth.


  • EMR estimates the 2012-13 elementary reading market to be at $2.74 billion, up from $2.65 billion in 2011-12.
  • Mathematics is expected to increase 4.9% in the 2012-13 school year to $2.35 billion.
  • The assessment market has increased to $3.11 billion in 2011-12, up from $2.96 billion (+5.1%) in 2010-11.
  • In the professional development area, spending on outside resources has increased as a percentage of total PD spending, with consultants, conferences, and online courses being the beneficiaries.  Online courses now represent a $90 million niche.
  • The PD program area most frequently requested by EMR’s survey respondents was “Implementing Common Core Standards” (31.9%).  “Implementing New Assessment Related To Common Core Standards” (11.0%) was also high on the educators’ wish lists.

For more information on The Complete K-12 Report®: Market Facts & Segment Analyses, 2013 visit Education Market ResearchAEP members may receive a discount of up to 75% on this and all other EMR reports, depending on company size. (The smaller the company the bigger the discount.)

Contact Colleen Quigley at 302-295-8345 for more information on AEP membership.

The 2013 CIC will look at the future of the learning industry, evolving market segments, and the affect of issues like standards and assessment on schools needs and publishers sales. For more information go to

This entry was posted in Assessment, Business of Publishing, Common Core State Standards, Educational Technology, Literacy, Product Development, Research, Science Education, Students. Bookmark the permalink.

Leave a Reply

For More Information

More Information from AEPPlease contact
This email address is being protected from spambots. You need JavaScript enabled to view it.