Selling to parents, either via retailers or directly, looks to some an attractive option for educational content owners. The buoyant home market has been a blessing to publishers chasing ever smaller school book budgets. Research by Norwich Union shows parents are spending an average of £31 a year on school books for each child, while figures from the Education Publishers Council (EPC) show the average primary school spend is just £18, with secondary schools spending £23 per pupil. Indeed in 2004, Total Consumer Market sales in the school textbooks category were worth £42.1m in 2004, up 5% on the previous year.
But will the home market for electronic content prove to be similarly attractive for publishers and content owners? What is the size of the opportunity? And how can publishers and other content owners reach potential buyers?
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