K-12 Textbook Development Process

Decisiontopublish R&D BudgetapprovalProductdev. PublishSales

Decision to Publish Natural cycles (5 to 10 yrs.) Changes in knowledge base New research/trends in education Adoption calls New/revised state standards

Decision to Publish Natural cycles (5 to 10 yrs.) The larger the market, the shorter the cycle Rarely the only reason that publishers revise books in the current education climate Opportunity to give a text a new look Incorporates feedback received over the life of the book

Decision to Publish Natural cycles (5 to 10 yrs.) Changes in knowledge base Incorporate latest research in the discipline More important decision driver in certain subjects, such as Science and Social Studies Usually not the primary driver to decision to publish

Decision to Publish Natural cycles (5 to 10 yrs.) Changes in knowledge base New research/trends in education Significant driver for decision to publish Emphasis on reading throughout the curriculum Emphasis on understanding concepts, reduced emphasis on rote learning Understanding by design

Decision to Publish Natural cycles (5 to 10 yrs.) Changes in knowledge base New research/trends in education Adoption calls 22 states are adoption states; 38 are open territories Highly political process High stakes risk/reward Major driver in decision to publish

Decision to Publish Natural cycles (5 to 10 yrs.) Changes in knowledge base New research/trends in education Adoption calls New/revised state standards Major driver of decision to publish Often accompanies adoption call in adoption states Increasingly requires publishers to customize books for individual state standards

Decision to Publish Natural cycles (5 to 10 yrs.) Changes in knowledge base New research/trends in education Adoption calls New/revised state standards

Research and Development Draft sample chapter Develop book outline Develop blueprint for special features Correlate plan to all targeted state standards Develop and refine budget Editorial Develop prototype and visual direction Focus group test the prototypes Refine design Creative Market research Participate in visual direction Recommend feature strands Recommend scope of support resources Identify key decision makers to serve as reviewers Provide sales targets for budget Marketing

Budget Approval Usually the result of many tradeoffs Large risk/reward decisions, with corporate management establishing their tolerance for risk Coming late in the process as publishers try to gauge changes in state adoption dates and willingness of states and school districts to make textbook purchases

Product Development (full gear) Editorial (areas of primary responsibility) Manuscript written Manuscript edited Fact checking Manuscript reviews Copyediting Maintain bookmap Develop of front and end matter (including glossary and index) Develop detailed correlations Obtain text permissions

Product Development (full gear) Creative (areas of primary responsibility) Finalize design Conduct photo research (and obtain permissions) Develop art and illustrations Review page proof and perform design implementation

Product Development (full gear) Production (areas of primary responsibility) Create text pages (2 to 3 passes is typical; goal is for most elements to be in place in 1st pass) Create front and end matter (with much input from marketing on the front matter) Proofreading and/or quality control Produce final printer and media PDFs Create full archives

Product Development (full gear) Technology (areas of primary responsibility) Develop digital versions of books to match established protocols Create support products using elements that have already been created (such as interactive maps) Develop original products to support the text or the teacher

Product Development (full gear) Many publishers are shifting from a textbook- driven process to a technology-driven process Transitioning from developing print then technology to developing both products side- by-side Textbooks will likely become smaller, while technology offerings increase

Publish Adoptions have a fixed date for delivery of entire offering (text, teacher’s edition, all ancillaries, technology, and Spanish editions) Open territory publishing may spread out the delivery of support components over a couple of months

Sales Adoption States 12- to 15-month process to realize revenue Adoption hearings Feedback Revisions Adoption decision Sales to school districts Open Territories 3- to 9-month process to realize revenue Sales directly to school districts Large sales may require customization of products