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RECOMMENDED!






Marketing to Schools and Teachers

by Wendy J. Woudstra   

 
 


It has been nearly three years since I last looked at marketing resources for publishers wishing to sell their books to K-12 educators. The arrival of i-Tips 2000: The Insiders' Guide to School & Library Marketing in my mailbox, as well as several emails from readers asking for more school marketing information, encouraged me to take another look at the topic.

i-Tips 2000 is a new book from The Internet Monitor, a group of independent consultants to the publishing industry. These ladies have produced one of the most important sites to have bookmarked if you market your books to schools and libraries. Their book is a compilation of articles from their online newsletters and checklists, so if you'd like a taste of what you can expect from the book, browse through the recent articles and resources on their Website.

Part I : Educational Standards

i-Tips 2000 dedicates a chapter to product development, and includes some information on the impact of standards-based reforms on educational publishing. The book points out that in many ways these reforms cause headaches for textbook publishers who are occasionally required to resort to publishing different editions of the same text in an effort to accomodate the various state standards requirements.

Whether you approve of standards-based reform or not, it is a fact of life in 49 US states and many Canadian provinces. Fortunately the Web provides nearly comprehensive information about US, Canadian and even International educational standards.

One must-see site for standards comes courtesy of Charles Hill at Putnam Valley Central Schools who has created a "repository for as much information about educational standards and curriculum frameworks from all sources (national, state, local, and other) as can be found on the Internet." Developing Educational Standards is an annotated list of links to state educational standards and curriculum framework documents.

Also valuable is the McREL Standards Database — a compilation of content standards for K-12 curriculum in both searchable and browsable formats. McREL provides products and services, primarily for K-12 educators, to promote the best instructional practices in the classroom. Their collection of standards is easy to navigate, and a great resource for educators, and educational publishers too!

Keep any relevant standards in mind when developing books for the educational market, and when marketing to educators, be sure to emphasize how your books meet the stated standards.


by Wendy Woudstra