Selling to the Elhi Market: Part 1, Reading Incentive and Assessment Programs

June 2007
by Linda Carlson

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Selling to the Elhi Market:
Part 1, Reading Incentive and Assessment Programs


by Linda Carlson


Schools are an important
market for many publishers, but getting your books into the classroom or the
school library can be a lot more time consuming than A-B-C.


Books get promoted to the K–12
market in the United States in three major ways:


through reading incentive and
assessment programs

by approval for supplementary use

by adoption for curriculum or
classroom use


Today, an estimated 60,000
American and Canadian schools use a reading incentive and assessment program
that provides a way to quantify students’ reading progress for the
all-important state achievement tests and the requirements of the U.S. No Child
Left Behind Act. This article focuses on those programs, specifically the two
that are most popular: Accelerated Reader (AR), sold by the Wisconsin-based
Renaissance Learning; and Scholastic Reading Counts (SRC), offered by the New
York publisher Scholastic Inc., which also sells books through school reading
book clubs, book fairs, and traditional tra…IBPA Members – Click here to view the full article (login required).

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