Niche Marketing to Schools

June 2002
by Jeanne Warren Lindsay, Morning Glory Press

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One of the best niches for small publishers lies within the school system. Yes, the big publishers have a stronghold on the textbook market–and for good reason. Basically, it’s because this market is huge, and each state adopts its own texts. The state-based standards mean that it takes staff and dollars to go through the adoption process with state after state.

However states tend to allot a certain percentage of their resource funds to supplementary materials–books and other resources not on their adopted textbook list. In California, that figure is 30%, and in Florida, it’s 50%. In Texas, most districts can exercise the “spot purchase” requirement for any purchase of $2,000 or less, and a district in Texas simply requests a letter from the publisher stating that they are the sole source as publisher of the requested materials for purchases over $2,000. The money is there.


When They Said It Couldn’t Be Done

I didn’t know anything about state adoptions or exemptions when I started Morning Glory Press 25 years ago. I also didn’t know it “wouldn’t work” to start out with a single title and sell by mail. All I knew was that I was teaching a teen parent program in a Los Angeles County school district, and the resources available for my students didn’t fit their needs.

After I began developing more suitable materials for my own use, I decided there might be a market among other…IBPA Members – Click here to view the full article (login required).

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