Big Bucks Draw a Big Response

One publisher is hoping to sell the state on a program that teaches phonics rules. Another is promoting a series of literature and grammar books. A third is pitching sets of plastic letters children can use to spell words.

California’s new mandate to invest $1 billion in textbooks is drawing unprecedented attention from publishers as the state prepares to adopt new reading materials. Companies from Newport Beach to New York are submitting a record number of language arts programs in hopes of gaining the state’s blessing and tapping into the new reservoir of money.

“We’ve had massive interest,” said Greg Geeting, a consultant with the state Department of Education. “It’s far and away more than we have ever had.”

So far, state education officials have received proposals for 307 language arts programs. Just 23 were submitted in 1996, when the state Board of Education last adopted new reading texts.

A similar glut of mathematics offerings is hitting the state--98 proposals, compared with 25 during the last full change of math materials in 1994.

The firms must submit their programs by March. Review panels will then pore over the materials. The state education board is to vote on them in July.

State officials will not comment publicly on any of the programs. But privately they express concern, saying some of them appear to have dubious value or are only marginally linked to reading.

The officials also say they don’t expect to see dramatic changes in textbooks that have been resubmitted by publishers. That is because a new state law only gave companies four months to retool their offerings before submitting them.

The billion dollars will be spent over the next four years and is reserved for materials that reflect rigorous new standards in reading, math, science and history, as required by law. Those standards, which describe what students need to know at the end of each grade, are being scrutinized by companies seeking to compete in the nation’s largest textbook market.

“Obviously, publishers are going to do everything they can to comply with what the state is asking,” said Julie McGee, president of the publisher McDougal Littell of Evanston, Ill. “They would be foolish not to.”

The focus on reading and math materials has been triggered by legislation intended to speed up the process of replacing textbooks. A law enacted in September slashed the time required for textbook adoptions in kindergarten through eighth grade in an effort to get materials reflecting the new standards into the hands of teachers and students.

As part of that effort, the new law allows the state education board for the first time to approve “partial” courses of study in reading and math so that schools can bolster weak spots in existing lessons. For example, schools will be able to buy individual programs in spelling, phonics, grammar and other skills.

The need to get such materials into classrooms takes on added urgency because the state’s new standardized test--the Stanford 9--will reflect the new reading and math guidelines beginning this spring.

“There is broad recognition that we have to move quickly to get the standards to work in the classroom,” said state Sen. Chuck Poochigian (R-Fresno), who wrote the law as a member of the Assembly.

The one-time adoption of partial courses of study has attracted numerous additional publishers, driving up the numbers of new offerings being submitted to the state. Of the 307 language arts programs that will be reviewed in the spring, 280 are classified as partial. Similarly, 63 of the 98 math programs are also supplemental.

Touchphonics Reading Systems of Newport Beach is among the many seeking such approval. Touchphonics uses colorful plastic letters to teach how to read and spell words. The program, geared for students in kindergarten through grade three, includes lesson plans, teacher guidebooks, reading booklets and tapes.

Gaining the state’s approval could mean a handsome payoff for the company, giving it a shot at a piece of the billion-dollar pie.

“We’re very excited about the opportunity,” said Jim Campbell, Touchphonics’ vice president of marketing and sales. “I think we will do extremely well.”

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