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					                                                                         2011-2012
                                                       salEs & MarKETiNg solUTioNs
                                                             To groW yoUr bUsiNEss




K-12 • Early Childhood • library • CollEgE
Email • DirEct mail • SalES lEaDS • Social markEting • markEt rESEarch • DatabaSE markEting




                                                                   Data you can trust
                                                                   Market insight

                                                                   innovative solutions
                                                                   Superior service
opporTUNiTiEs.
ChallENgEs.
GROWTH.



School funding is under pressure.
Common Core State Standards are the
new reality, and demand is gaining for      Why Do Education Marketers Count
school reform. The stakes in education      on MDR?
marketing have never been higher.
That is why the market’s leaders and        Data You Can Trust
                                            • MDR gives you more than just a name. Each institution or educator record in
innovators choose MDR as their
                                              our database connects you to hundreds of demographic indicators to help you
partner to build effective strategies for     market smarter and grow faster.
meeting these challenges in the K-12,       • The education market is in constant motion with personnel shifts; institution
higher education, library, and early          changes; and new funding, technology, and program introductions. To keep
                                              pace, we make significant investments in primary data collection and market
childhood markets.                            research. And we are unique in measuring our accuracy and coverage through
                                              an independent audit, with consistently high results on both measures. Ask your
                                              sales representative to share the results.
We give you unprecedented access
to the market’s most complete,              Service Beyond the Sale
current, and accurate education data        • Every MDR client benefits from informed, thoughtful, customized consultation
                                              from more than 150 dedicated, knowledgeable team members. Built on over 40
to support your direct marketing              years of industry leadership, our superior service and market know-how make a
programs, social marketing, sales             difference in your results.

management, product development,            • Ongoing investment in new technologies ensures you get real-time counts
                                              and reporting, rapid deployments, and aggressive turnaround on database
and strategic planning needs. Whether
                                              and research projects. Regular customer surveys help us maintain world-class
you are launching a new technology            satisfaction levels based on your input and needs.
or curriculum product, expanding
                                            Market Insight to Drive Strategy
your sales programs, re-configuring
                                            • Robust market studies, free educational webinars and news services and a new
your lead generation processes, or            decision support research service give MDR customers the value-added insight
                                              to build and execute a solid business strategy.
researching a new product or program,
MDR solutions will support your growth      • A broad, experienced team of market analysts and industry experts provides
                                              guidance and services to inform new business development, product plans,
and competitive strengths.                    branding initiatives, and promotions. We also deliver market sizing and trend
                                              analysis to add precision to your business and operational plans.

                                            Innovative Solutions
                                            • For more than 40 years, MDR has been leading the way in driving new and
                                              innovative ways to help you reach and sell to the education market. As
                                              educators’ buying behavior evolves, we introduce new tools and product
                                              solutions to generate leads, support sales, and improve the ROI on your
                                              marketing investments.
Inside this MdR Catalog...
                                                                                                                                               NEw fRoM MdR

Multi-Channel Marketing ....................................................... 2-7

U.S. Education Market Snapshot .......................................... 8
                                                                                                          Social Marketing With WeAreTeachers
Districts............................................................................................ 9   Drive more leads for your business by linking your direct and social
Schools.......................................................................................... 10      marketing through WeAreTeachers. Pages 39-40.

Selections .............................................................................. 11-14
                                                                                                          Enhanced Email Marketing Features
Federal Funding................................................................... 15-16                  • New Lower E@quire Pricing! E@quire for K-12, district, day care, and
Technology ................................................................................... 17           library lists—now $299/M.
                                                                                                          • Email Trigger Marketing: Strengthen your e-marketing strategy by
Libraries .................................................................................. 18-20
                                                                                                            adding automated messaging to your email program plans. Page 41.
Colleges ........................................................................................ 21      • Email Reporting Cube: Now get convenient and easy analysis of all of
Early Childhood ................................................................... 22-23                   your email campaigns in one single report. Page 42.

Canadian Schools ..................................................................... 24
                                                                                                          Find Funding Dollars With EdNET Insight
Educator Buyers ................................................................. 25-26
                                                                                                          Funding Solutions
Educators at Home ............................................................ 27-28                      Unlock product sales with funding insight—identify the funding
School Personnel....................................................................... 29                sources most appropriate for your product and prospects. Page 45.

District Personnel ................................................................ 30-31
                                                                                                          More Direct Connect Emails Available
MDR’s Universe of Teacher Names.............................. 32-35
                                                                                                          in MarketView
MDR’s Quick Guide to State Counts ........................... 36-38                                       All MarketView subscriptions receive 50 free Direct Connect emails each
WeAreTeachers.................................................................... 39-40                   month, and now you can purchase 100, 200, or 300 additional monthly
                                                                                                          emails. This flexible option allows you to scale your prospecting to meet
E-Marketing Solutions ....................................................... 41-42                       your needs.
EdNET Insight ...................................................................... 43-44

EdNET Insight Funding Solutions ........................................ 45                               New Selections and Titles to Fine-Tune
Market Research ................................................................. 46-47
                                                                                                          Your Marketing
                                                                                                          • Response to Intervention Coordinators (RtI)
Education MarketView ...................................................... 48-49                         • STEM Coordinators
School Directories ..................................................................... 50               • Community Service Coordinators

MDR Reports .............................................................................. 51             • Home Demographics for at-school names
                                                                                                          • International Baccalaureate selection now includes districts and
Database Marketing........................................................... 52-57
                                                                                                            private and Catholic schools
      Customer File Intelligence ................................................ 53                      • New and expanded Test Score data in reading, math, science, and
      Customer Name Matching System .............................. 53                                       writing for Grades 3-8

      eCPR ....................................................................................... 54
      Affinity Modeling .................................................................. 55
      Educator Scrub Merge/Purge ........................................ 56
      Smart Merge/Purge™ ...................................................... 56
      Educator Delete Database .............................................. 57
      File Cleaning Plus................................................................ 57
      Super 10 Data Append™................................................. 57
Prices and Terms ................................................................ 58-59

Glossary ................................................................................. 60-65

Index ........................................................................................ 66-67

 Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                                                               1
2   mdr run counts or order at www.schooldata.com
                                                                    MuLTI-ChaNNEL MaRkETINg To EduCaToRs




                                                         what is the best way to
                                                         market to educators?
                                                         Today, more than ever before, the “best”
                                                               answer to that question is a

                                                         multi-channel strategy.




                                                                                                               MuLTI-ChaNNEL MaRkETINg To EduCaToRs
                                                         Educators rely on multiple sources for
                                                         information and support. They’re regular
                                                         email users and responders. They continue
                                                         to use catalogs and other print materials to
                                                         make buying decisions. They’ve embraced
                                                         “social” and are rapidly turning to social
                                                         media to connect, get advice, and share
                                                         ideas. Administrators emphasize the value
                                                         and importance of vendor relationships—a
                                                         reflection of the ongoing importance of
                                                         direct sales in education.

                 what’s in your                          In the current economic and school funding

                 marketing mix?                          environment, a strategic mix of tactics
                                                         will maximize results...and MDR has the
                                                         solutions to help you grow!




Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                     3
                                           MuLTI-ChaNNEL MaRkETINg To EduCaToRs




                                                   soCIaL
                                                NETwoRkINg...




                                                       WeAreTeachers connects
                                                       educators to colleagues,
                                                       valuable information, and
MuLTI-ChaNNEL MaRkETINg To EduCaToRs




                                                       resources—creating the optimum
                                                       social marketing environment
                                                       for your promotions, grants and
                                                       contests, resources and ideas,
                                                       and special events.




                                            Expanding Your Multi-Channel Marketing Strategy to Social Lead Generation
                                            WeAreTeachers, MDR’s social lead generation channel, is a network and community that connects
                                            teachers, administrators, librarians, and staff to an ever-expanding source of ideas, grants, special
                                            promotions, and helpful giveaways. The WeAreTeachers community also gives educators direct access to a
                                            growing directory of the leading educational resource providers.

                                            From strategic lead generation programs to brand support, special promotions to sales, WeAreTeachers
                                            gives you turnkey multi-channel solutions…for education. Your customers and prospects are here. Chances
                                            are your competitors are here too. Make sure you’re part of the conversation. See pages 39-40 for details,
                                            or talk to your MDR Representative today.




                                                                                                                              98%
                                                                                                                         of teachers and administrators check
                                                                                                                             their emails at least once a day




                                       4                                                                           mdr run counts or order at www.schooldata.com
                                                                                      MuLTI-ChaNNEL MaRkETINg To EduCaToRs




                                                           Email is now a core component in the education
                                                           marketing mix because it’s effective, affordable
                                                            and offers unparalleled flexibility and speed.
              EMaIL
            MaRkETINg




Essential in the Marketing Mix
MDR’s email portfolio continues to
expand, giving marketers a range of
new options. Sophisticated testing, the
opportunity to build a “trigger” program




                                                                                                                                         MuLTI-ChaNNEL MaRkETINg To EduCaToRs
to generate customized messages based
on specific responses, and cost-saving
subscription programs all enable
you to expand your program affordably.

Our Campaign Analyzer reporting suite
gives you in-depth data to continuously
monitor and adjust your email messaging,
offers, personnel selections, and timing.
Many clients report that this information
also informs their other integrated marketing
                                                                                                    MDR’s Campaign
programs. Using MDR solutions, many of
                                                                                                    Analyzer Reports give you
our clients have significantly improved their                                                       comprehensive insight so
e-marketing results. See pages 41-42 for                                                            you can continually fine-tune
additional details.                                                                                 your email strategies, timing,
                                                                                                    messages, and promotions.




             76%
             76%                                             61%
   of administrators have purchased an educational         of teachers have made purchases
        product or service as a result of an email       as a direct result of receiving an email




Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                               5
                                           MuLTI-ChaNNEL MaRkETINg To EduCaToRs




                                                MaILINg LIsTs
                                               aNd MaRkETINg                                                             saLEs TooLs
                                                 daTabasEs



                                           Educators continue to rely on catalogs and other         Unlike other data and information companies, MDR
                                           print information to select products and programs,       understands the critical integration of sales and
                                           to learn about new offerings, and to support their       marketing in education. That’s why we provide a
                                           online shopping and buying.                              sales toolkit that includes everything from traditional
                                                                                                    print school directories to the highly sophisticated
                                           As many MDR clients report, their direct mail results
                                                                                                    online MarketView service that delivers on-demand,
                                           have recently been on the upswing. MDR’s database
MuLTI-ChaNNEL MaRkETINg To EduCaToRs




                                                                                                    customized information to your sales management
                                           is the industry’s largest and most comprehensive.
                                                                                                    team and your field sales specialists. Complete with
                                           That matters to sophisticated marketers because
                                                                                                    funding and grant information, an embedded email
                                           it means you have more selections, greater
                                                                                                    function, and a full database of district and school
                                           market penetration, and the field’s highest rates
                                                                                                    records, MarketView is the education market’s leading
                                           of deliverability. Many organizations lease our
                                                                                                    sales solution.
                                           databases, and this information supports their
                                           entire sales and marketing operation.                    See the complete sales support portfolio on pages
                                                                                                    48-50 in this catalog.
                                           The depth and precision of our data is demonstrated
                                           inside these catalog pages. We encourage you to take a
                                           look at the selections and demographic and technology
                                           data that only MDR can put at your fingertips.




                                       6                                                                        mdr run counts or order at www.schooldata.com
                                                                          MuLTI-ChaNNEL MaRkETINg To EduCaToRs




                                                                               An ongoing research
                                                                             program can strengthen
                                                                               your overall business
                                                                             planning and ensure you
                                                                                meet the needs of
                                                                                 your customers.

                     MaRkET INsIghT
                     aNd REsEaRCh




                                                                                                                     MuLTI-ChaNNEL MaRkETINg To EduCaToRs
A growing number of MDR clients use our market research and
market analyses to build market strategy, inform business and
product development, and support their sales and marketing planning
initiatives. Some clients use our survey and qualitative research
services to test new products, new branding, or special promotions
as a regular component of their product and promotional launch
strategies. Others use our EdNET Insight research subscription to
stay hardwired to the education market’s most significant trends and
changes. Still others use the program’s competitive analyses and
roundtable programs to fine-tune their sales and marketing initiatives.

Only MDR offers this depth and breadth of consulting and analytical
services to education marketers. But more than simply a repository
of market data, EdNET Insight is a community of members who have
access to the market’s thought leaders who provide valuable
interpretation of the meaning behind the numbers.

With options ranging from a basic membership to an enterprise-wide
solution, EdNET Insight offers a level of decision support that will
                                                                                      EdNET Insight is a
help fuel and sustain your growth and success. Read more about our
                                                                                  community of members
Market Research and EdNET Insight on pages 43-47.
                                                                                   with access to industry
                                                                                    thought leaders who
                                                                                     provide actionable
                                                                                 information and insight to
                                                                                       market trends.



Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                           7
                                                  u.s. EduCaTIoN
                                                 MaRkET sNaPshoT



                                        A macro view of the structure                                                                50 state                                                                     Private &
                                        and organization of the U.S.                                                                 departments                                                                  Catholic
                                        education market.                                                                            of Education                                                                 schools

                                                                                                   administrative                   Districts .................................................... 13,879       Catholic Dioceses .......................................176
                                                                                                          offices                   District Administrators1 ................... 175,934
                                                                                                                                    County Centers ............................................245
                                                                                                                                    Regional Centers .........................................962



                                          Additional details:                                             Elementary                Public Elementary Schools .............. 53,664                             Catholic Elementary Schools ............. 5,640
                                                                                                             schools                Teachers ............................................1,711,693              Teachers .................................................. 96,687
                                          • K-12 schools by type and
                                            grade span – page 10                                                                    Public Special Ed Schools .................. 1,407                          Private Elementary Schools ................ 7,420
                                                                                                                                    Teachers .................................................. 26,521          Teachers .................................................. 82,125
                                          • District administrators by
                                            job title – pages 30-31
                                                                                                     Middle/Junior                  Public Middle Schools........................ 11,730                        Catholic Middle Schools ..........................105
u.s. EduCaTIoN MaRkET sNaPshoT




                                          • Teachers by job title –                                   high schools                  Teachers ............................................... 505,711            Teachers ..................................................... 1,226
                                            pages 32-35
                                                                                                                                    Public Junior High Schools ................. 2,741                          Catholic Junior High Schools ................... 14
                                                                                                                                    Teachers ............................................... 109,371            Teachers .........................................................194
                                                                                                                                                                                                                Private Middle Schools .............................136
                                                                                                                                                                                                                Teachers ..................................................... 1,836
                                                                                                                                                                                                                Private Junior High Schools...................... 27
                                                                                                                                                                                                                Teachers .........................................................405



                                                                                                         senior high                Public Senior High Schools ............. 18,270                             Catholic Senior High Schools ............ 1,010
                                                                                                            schools                 Teachers ............................................... 920,613            Teachers .................................................. 38,618
                                                                                                                                    Public Career & Tech Ed Schools .... 1,099                                  Private Senior High Schools ............... 1,218
                                                                                                                                    Teachers .................................................. 30,644          Teachers .................................................. 24,942



                                                                                                        Combined                    Public Combined (K-12) Schools ..... 4,503                                  Private & Catholic (K-12) Schools .... 5,604
                                                                                                    (k-12) schools                  Teachers ............................................... 111,370            Teachers ............................................... 110,077
                                                                                                                                    County Schools ....................................... 1,235
                                                                                                                                    Teachers (Included in public school counts) .... 15,940
                                                                                                                                    State-Run Schools ................................. 2,615



                                                                                                                                    1
                                                                                                                                        Includes Administrators at State Departments, Districts, County and Regional Centers, and Catholic Dioceses.

                                     additional Markets
                                     Adult & College Institutions                                                 Other Schools                                                                      Related Markets
                                     Public Adult Education Schools ...................441                        BIA (Indian) Schools ..........................................164                 Public Libraries............................................. 16,912
                                     Teachers ............................................................7,292   Principals ...............................................................217      Public Librarians .......................................... 39,323
                                     Two-Year Colleges ........................................4,014
                                                                                                                  U.S. Territory Public Schools ....................1,710                            Day Care Centers .................................... 106,962
                                     Administrators .............................................. 32,255
                                                                                                                                                                                                     Directors ......................................................... 98,289
                                     Faculty .......................................................... 365,702
                                                                                                                                                                                                     Teachers ......................................................... 12,381
                                     Four-Year Colleges .......................................4,679
                                     Administrators .............................................. 68,596
                                     Faculty ...................................................... 1,105,361



                                 8                                                                                                                                                                mdr run counts or order at www.schooldata.com
                                                                                                                             dIsTRICTs




                     13,879                                            175,934
                Public school districts                         district administrators


                      6,821                                             1,157
                 districts with Title I                       districts with enrollments
                schoolwide Programs                                   over 10,000


                      3,928                                             3,695
           districts with high Title I                         districts with high Title II
           allocation ($500,000+)                               allocation ($100,000+)


Q: why is it important to target at the district level?
a: Districts control all instructional, operational, and financial matters. They receive, distribute, and oversee the spending of all
      school funding. MDR’s district-level personnel files can help you reach important district decision makers by name, title, and
      segment to maximize your response rates.


schools by district size                                                                 grade-Level/district Control selects
Allocate your resources proportionate to each district’s size and                                                                         Districts/
influence; consider the number of schools that report to each district.                                                               Admin Offices    Administrators
Mail multiple pieces to large districts.                                                 All                                              15,312         175,934
                                                               Total             Total   School Districts by Grade Level




                                                                                                                                                                            dIsTRICTs
District Size                                   Districts   Schools1       Enrollment
                                                                                         Unified (K-12) Districts                        10,878          145,892
Large—10,000+ Enrollment                        1,157       39,239     26,563,304
                                                                                         Elementary Districts                             2,497           16,923
Medium—2,500-9,999 Enrollment                   3,112       26,225     14,549,755
                                                                                         Secondary Districts                                504            5,219
Small—600-2,499 Enrollment                      5,210       17,840      6,798,545
                                                                                         Administrative Office Types                      13,879         168,034
Smallest—Under 600 Enrollment                   4,400        6,701      1,205,845
                                                                                         Public School Districts
                                                                                           Regular                                       12,735          132,841
Enrollment by district size
                                                                                           Main                                              45            1,578
                                                                                             Subdistricts                                   258              535
                                                            Large Districts              Supervisory Unions                                 165            1,531
                                                            10,000+ Enrollment               Districts (LEAs) Reporting
                                                                                             to Supervisory Unions                            502             514
                    6,798,545                               Medium Districts               Special Education                                   22             136
                      (14%)                                 2,500-9,999 Enrollment         Career & Technical Education                       141           1,114
                                                                                           Military                                            11              66
                                                            Small Districts
                                                            600-2,499 Enrollment         Regional Centers                                     962           3,949
          14,549,755
            (30%)               26,563,304                                               County Centers                                       245           1,312
                                  (54%)                     Smallest Districts           Catholic Dioceses                                    176             779
                                                            Under 600 Enrollment         State Departments of Education                        50           1,860

                                                                                         direct Response Index™ (dRI)...Exclusive to MdR!
                                                                                         Target districts and their schools that are more likely to buy through
                                                                                         direct mail with this powerful selection. Customize your marketing
                                                                                         approach based upon a district’s propensity to buy. Choose from five
            1,157 Public school districts with 10,000+                                   categories—high to low.
               Enrollment house 54% of students                                          DRI is also available for schools, libraries, day care centers, special
                                                                                         education markets, and Title I districts and schools. DRI delivers a highly
                                                                                         targeted list to market a wide range of education-related products. Call
                                                                                         your MDR Representative for more details and counts.
      Reach district administrators with Purchasing Power!
      With over 90 specific job titles to choose from, find the district
      administrators best suited for your products and services. See
      pages 30-31 for a complete list of job titles and counts.


1
    Counts exclude unclassified districts and schools.


 Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                                                 9
                                     sChooLs




                                                                                                      116,424                                                                                               66,724
                                                                                                      Total schools                                                                                Elementary schools



                                                                                                      14,753                                                                                                 20,498
                                                                                               Middle/junior high schools                                                                          senior high schools


                                                                                                      31,039                                                                                                21,965
                                                                                             schools in districts spending                                                            Career & technical education
                                                                                               over $9,300 per student                                                                   schools and programs


               Q: Is there purchasing power and potential in building-level campaigns?
               a: Yes. Teachers and administrators have a surprising amount of purchasing power at the building level. Be sure to target by school
                   type (private, public, or charter), grade ranges, academic programs, funding and expenditures, enrollment size, or neighborhood
                   demographics to ensure your message reaches the right audience.



                SChooL TYpES                                                                           SChooLS bY proGrAM
               Elementary schools                                                                      Career & Technical Education
               Grade Span                            Total        Public       Private     Catholic    Reach educators and administrators actively working with students to
               PK, K                               1,895        1,488           268          139       prepare them for postsecondary careers that may not require a traditional
sChooLs




               K-3                                 4,255        3,700           494           61       four-year college degree.
               4-6                                 1,661        1,643            11            7       Schools With Career & Technical Education                                                                                                                   Total
               K-4, 5                             31,083       30,000           822          261       Secondary Schools With Career & Technical Ed1 .............................................. 15,918
               K-6                                12,034       10,491         1,078          465       Career & Technical Ed Schools ............................................................................................ 1,101
               K-8                                15,796        6,342         4,747        4,707       Total2 ....................................................................................................................................................... 21,965
               Total Elementary                   66,724       53,664         7,420        5,640
                                                                                                       adult Education
               Middle/Junior high schools                                                              Adult education is a rapidly growing market segment, with funds
               Grade Span                            Total        Public       Private     Catholic    included in NCLB for family literacy programs. Reach educators and
                                                                                                       administrators in schools with adult education programs tasked with
               5, 6-8                             11,971       11,730           136          105
                                                                                                       developing, administering, and purchasing resources for these
               7-9                                 2,782        2,741            27           14       important programs.
               Total Middle/Junior                14,753       14,471           163          119
                                                                                                       Schools                                                                                                                                                     Total
               senior high schools                                                                     Adult Ed Schools ................................................................................................................................. 458
               Grade Span                            Total        Public       Private     Catholic    Schools With Adult Ed Classes ........................................................................................... 6,693
               7-12                                3,277        2,771           356          150
               9-12                               16,121       14,427           834          860       bilingual Education
                                                                                                       Reach schools that teach core curriculum to non-English speaking
               10-12                               1,100        1,072            28           —
                                                                                                       students in their native language.
               Total Senior High                  20,498       18,270         1,218        1,010
                                                                                                       Public Schools                                                                                                                                              Total
               other schools                                                                           Total Public Schools .................................................................................................................. 52,592
               Grade Span                            Total        Public       Private     Catholic    Elementary Schools ................................................................................................................... 31,283
               K-12                               10,107         4,503        5,468          136       Middle/Junior High Schools ................................................................................................... 8,710
               Special Ed                          2,783         1,407        1,338           38       Senior High Schools ..................................................................................................................... 9,631
               Career & Technical Ed               1,101         1,099            2           —        Combined (K-12) Schools ....................................................................................................... 1,892
               Adult Ed                              458           441           17           —        Adult Ed, Special Ed, and Career & Technical Ed Schools ......................... 1,076
               Total Other Schools                14,449         7,450        6,825          174
                                                                                                       schools with ELL/EsL Programs
               Total schools                                                                           Reach schools that teach English to non-English speaking students.
               Grade Span                            Total        Public       Private     Catholic
                                                                                                       Public Schools                                                                                                                                             Total3
               Total All Schools                116,424        93,855        15,626        6,943
                                                                                                       Total Public Schools .................................................................................................................. 26,154
                                                                                                       Elementary Schools ................................................................................................................... 15,405
               1
                                                                                                       Middle/Junior High Schools ................................................................................................... 4,948
                 Includes K-12, Junior High, and Senior High Schools.
               2
                 Includes all school types.
                                                                                                       Senior High Schools ..................................................................................................................... 4,831
               3
                 Includes K-12, Adult Ed, Special Ed, and Career & Technical Ed Schools.


          10                                                                                                                                  mdr run counts or order at www.schooldata.com
                                                                                                                                                        sELECTIoNs



               64,620                                             37,426
        schools opening before                          schools with 70%+ college-
            september 1                                      bound students



                 3,081                                            26,154
           Year-round schools                           schools with ELL Programs


                57,935                                            35,213
           schools with 11-20                         schools with special education
          students per teacher                           enrollments over 1,000


Q: In the past, we’ve marketed more generally and had mixed results. would focusing on specific selections help
   our campaign?
a: Yes, MDR’s extensive selections—300 building-level selects, 400+ job functions, detailed demographics, and buyer selects—can
    help you define a strategic mix of institutional and personnel variables to make the most of your marketing campaigns.


New schools                                                                          geographic selects
Find new opportunities in districts with new schools.                                In addition to selecting schools by state, city, ZIP, and SCF, you can also
                                                                                     choose by metro area, CBSA, or designated market area.
school Calendar




                                                                                                                                                                                                                                                sELECTIoNs
Take advantage of new year and end-of-year funds when you time your                  academic Performance
promotions based on the school calendar.                                             Target your remedial and intervention programs to those schools whose
                                                                                     performance is below average on state-mandated tests.
size selects
Choose districts by the number of schools and choose schools by the
number of classrooms or teachers.                                                     NEW SChooLS
Enrollments                                                                          Counts reflect school year 2010-2011. Call for counts for 2011-2012,
                                                                                     available September 2011.
Typically, enrollment levels are a good “first” indicator of building budgets.
Larger districts typically have broader budgets and responsibility for more                                                                                                                                                     Total
individual school buildings. Smaller districts often have more local control         Districts With New Schools........................................................................................................... 365
and are able to make decisions more quickly.                                         District Administrators in Districts With New Schools ........................................ 7,244
Special Populations: If you target the Special Education, Bilingual, ELL             New Public Schools ............................................................................................................................ 617
markets, or Title I, we help you reach districts with the largest numbers of
these student populations.                                                           Personnel in New schools
                                                                                                                                                                                                      Middle/                 Senior
Expenditures                                                                                                                                             Total1                  Elem                 Jr High                  High
Target building-level buyers by schools’ total budgets and by their                  Principals in New Schools                                          612                    333                       96                   152
expenditures for instructional materials.                                            Teachers in New Schools                                          9,779                  5,136                    2,265                 2,181

academic Excellence
Reach districts and schools based on the percentage of college-bound
students, the presence of Advanced Placement® programs, specific school
programs, and specialty schools.

Neighborhood selects
Use the characteristics of the community to target districts, including
lifestyle, household income, and population characteristics.




                                                                                 1
                                                                                     Includes K-12, Adult Ed, Special Ed, and Career & Technical Ed Schools.


Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                                                                                                                     11
                  sELECTIoNs




                   SChooL CALENDAr                                                                       ENroLLMENTS
                  Time your mailing to arrive on opening day or take advantage of unspent                Enrollment vs. Expenditures
                  money at year-end. Select by the exact date or by early, middle, and late
                  categories. You can also plan, segment, and deploy your direct marketing                                                                                 District Enrollment
                  campaigns according to a district’s or school’s mid-winter and spring                  All Instructional Materials                              Under       600-      2,500-
                                                                                                         Per Student Expenditure                     Total         600       2,499        9,999   10,000+
                  break vacation schedules. Select or suppress public institutions based on
                  dates they are closed for these vacations during the 2011-2012 school                  Public School Districts
                  year. Choose dates by break start and end dates.                                       Low—Under $199           3,511                         638          1,437       1,043       393
                                                                                                         Medium—$199-$299         5,066                       1,294          1,983       1,307       482
                  opening dates                                                                          High—$300+               5,060                       2,395          1,671         716       278
                                                                             Districts        Schools1   Total2                  13,637                       4,327          5,091       3,066     1,153
                  Early (Before August 16)                                    2,246           18,488
                                                                                                         Public Schools in Districts
                  Middle (August 16 to August 31)                             6,623           48,260
                                                                                                         Low—Under $199            28,390                       980        5,026        8,756     13,628
                  Late (After August 31)                                      3,774           23,257
                                                                                                         Medium—$199-$299          35,262                     1,965        6,934       11,283     15,080
                  Closing dates                                                                          High—$300+                26,019                     3,709        5,806        6,102     10,402
                                                                             Districts        Schools1   Total2                    89,671                     6,654       17,766       26,141     39,110
                  Early (Before June 1)                                       6,623           37,639                                                                        School Enrollment
                  Middle (June 1 to June 15)                                  5,394           38,285     All Instructional Materials                                   Small       Medium           Large
                                                                                                         Per Student Expenditure                      Total        Under 300       300-499          500+
                  Late (After June 15)                                        1,862           14,081
                                                                                                         Elementary Schools
                  Districts With Year-Round Schools                             602               —
                                                                                                         Low—Under $200                            16,811           3,163             6,055        7,593
                  Schools Open Year-Round                                        —             3,081
                                                                                                         Medium—$200-$299                          20,941           4,649             8,025        8,267
                  school break dates                                                                     High—$300+                                14,533           4,471             5,052        5,010
                                                                             Districts        Schools1   Total3                                    52,285          12,283            19,132       20,870
                  Mid-Winter                                                  2,043           13,753                                                                        School Enrollment
                  Spring Break                                               12,721           85,331     All Instructional Materials                                   Small       Medium            Large
                                                                                                         Per Student Expenditure                      Total        Under 500       500-999         1,000+
                                                                                                         Middle Schools
                   SIzE SELECTS
sELECTIoNs




                                                                                                         Low—Under $200                             3,829            1,167            2,054          608
                                                                                                         Medium—$200-$299                           4,592            1,675            2,328          589
                  Number of schools                                                                      High—$300+                                 3,129            1,649            1,132          348
                  Districts With                                                                 Total   Total3                                    11,550            4,491            5,514        1,545
                  1 School                                                                     3,134
                  2-4 Schools                                                                  5,535     Junior High Schools
                  5-9 Schools                                                                  3,048     Low—Under $200                               937              300              512          125
                  10+ Schools                                                                  2,162     Medium—$200-$299                           1,107              399              605          103
                                                                                                         High—$300+                                   668              329              294           45
                  Number of Classrooms                                                                   Total3                                     2,712            1,028            1,411          273
                                                                                    Middle/     Senior   Senior High Schools
                  Schools With                         Total1         Elem          Jr High      High
                  1-14 Classrooms                    15,195        9,840             977       2,414     Low—Under $200                             5,389            2,078            1,186        2,125
                  15-29 Classrooms                   31,278       24,196           2,717       2,725     Medium—$200-$299                           6,642            2,799            1,507        2,336
                  30+ Classrooms                     32,430       13,656           8,460       8,853     High—$300+                                 5,265            3,086            1,007        1,172
                                                                                                         Total3                                    17,296            7,963            3,700        5,633
                  Number of Teachers
                                                          Total                     Middle/     Senior   Enrollment shift Indicator
                  Schools With           Districts     Schools1       Elem          Jr High      High                                                     Total                        Middle/     Senior
                                                                                                         Shift Range                   Districts       Schools1           Elem         Jr High      High
                  1-20 Teachers           1,997       21,060       12,553          2,062       3,729
                  21-30 Teachers          1,039       20,623       15,529          2,278       2,119     -31%+                            93           1,802             813             269        457
                  31-50 Teachers          1,764       24,936       16,693          4,988       2,686     -21% to -30%                    124           1,910           1,070             284        414
                  51+ Teachers            9,025       23,267        7,657          4,964       8,765     -16% to -20%                    173           1,998           1,163             276        418
                                                                                                         -11% to -15%                    441           3,744           2,155             583        790
                  student-to-Teacher Ratio                                                               -6% to -10%                   1,256           8,355           4,886           1,319      1,704
                                                          Total                     Middle/     Senior   -1% to -5%                    3,129          16,549           9,819           2,916      3,108
                                         Districts     Schools1       Elem          Jr High      High    0%                            3,627          23,537          11,827           3,353      5,002
                  1-10                    2,688       15,598        9,731          1,352       2,073     1% to 5%                      2,876          15,754           9,828           2,643      2,599
                  11-20                   8,695       57,935       38,694          7,578       8,703     6% to 10%                       886           7,656           4,920           1,178      1,191
                  21+                     2,168       26,761       12,374          4,704       6,236     11% to 15%                      357           3,659           2,417             481        549
                                                                                                         16% to 20%                      180           1,990           1,288             257        324
                                                                                                         21% to 30%                      126           1,963           1,206             245        356
                                                                                                         31%+                            164           3,304           1,545             429        888

                  1
                    Includes K-12, Adult Ed, Special Ed, and Career & Technical Ed Schools.
                  2
                    Counts exclude unclassified districts and schools.
                  3
                    Counts exclude K-12, Adult Ed, Special Ed, Career & Technical Ed, and
                    unclassified schools.


             12                                                                                                                   mdr run counts or order at www.schooldata.com
                                                                                                                                                                 sELECTIoNs



special Education Enrollment
                                             Total                 Middle/     Senior
                                                                                         ACADEMIC ExCELLENCE
                           Districts      Schools1       Elem      Jr High      High
Percentage                                                                              College-bound students2
                                                                                        Percentage                                Total                          Middle/     Senior
1%-10%                     2,421          16,222        9,625      2,771       3,053    of Students           Districts        Schools1             Elem         Jr High      High
11%-15%                    5,654          38,576       23,394      6,531       7,142    0%-49%                1,183            6,492          3,538           1,004         1,416
16%-20%                    3,154          16,699       10,302      2,583       3,089    50%-69%               2,687           18,383         10,030           3,043         3,874
21%+                         948           3,375        2,044        452         616    70%+                  5,760           37,426         21,100           6,131         7,772
Actual                                                                                  Total                 9,630           62,301         34,668          10,178        13,062
1-79 Students              3,600           6,010        2,883        462       1,269
80-299 Students            4,224          13,590        6,647      2,643       3,643    advanced Placement
                                                                                        AP Program Types                                               Schools             Teachers
300-999 Students           2,991          20,149       12,726      3,415       3,603
                                                                                        Computer Science                                               1,384                  280
1,000+ Students            1,378          35,213       23,160      5,834       5,401
                                                                                        English                                                        9,435                4,580
LEP Enrollment                                                                          Fine Arts                                                      2,228                1,024
                                              Total                 Middle/    Senior   Foreign/World Languages                                        4,122                1,653
                           Districts       Schools1       Elem      Jr High     High    Mathematics                                                    9,242                4,455
Percentage                                                                              Science                                                        8,645                5,346
1%-3%                      3,506          22,725       13,452      4,045       4,359
                                                                                        Social Studies                                                 7,861                5,709
4%-15%                     2,538          25,658       16,139      4,367       4,366
16%+                       1,193          13,519        9,100      2,023       2,059                                                                        Middle/          Senior
                                                                                                                               Total1        Elem           Jr High           High
Actual                                                                                  AP Course Teachers                   22,900           54              197          20,728
1-15 Students              2,956           9,556        4,976      1,571       2,265
16-50 Students             1,886           8,055        4,464      1,466       1,757    specialty schools
51-200 Students            1,855          11,295        6,755      2,044       2,141                                                                        Middle/          Senior
                                                                                                                               Total1        Elem           Jr High           High
201-999 Students           1,316          14,516        9,188      2,565       2,406
                                                                                        Alternative                           4,208           155             174           2,724
1,000+ Students              964          26,601       17,802      4,194       4,015
                                                                                        BIA                                     164           102               8              19
See page 16 for Title I enrollments.                                                    Blue Ribbon                             311           234              26              30




                                                                                                                                                                                           sELECTIoNs
                                                                                        Charter                               5,192         2,519             489           1,314
 ExpENDITurES                                                                          Magnet                                1,932         1,173             305             388

Market Power                                                                            school Programs
                                                                                                                                                            Middle/          Senior
Target the smallest number of buildings with the largest percentage of                  Schools With                           Total1        Elem           Jr High           High
instructional materials dollars (AIM).
                                                                                        Alternative Programs                  6,710           687           1,132           4,001
                                               Total               Middle/     Senior   AP Programs                          14,355           356             546          11,468
Representing                  Districts     Schools1      Elem     Jr High      High
                                                                                        ELL/ESL Programs                     26,154        15,405           4,948           4,831
98% of Available AIM          9,898        76,582      46,527    13,155       14,005
                                                                                        Library Media Centers                84,473        51,281          12,784          14,814
95% of Available AIM          7,829        69,367      41,719    12,298       12,898
                                                                                        Magnet Programs                       2,224         1,121             378             654
90% of Available AIM          5,802        60,451      35,434    11,244       11,781
75% of Available AIM          2,759        41,379      21,796     8,571        9,729                                               Total                         Middle/     Senior
                                                                                        Schools With             Districts      Schools1        Elem             Jr High      High
Per student spending                                                                    Before- and After-
                                                                   Middle/     Senior    School Programs          4,028         30,545       25,602              1,179        787
AIM Expenditures                             Total1       Elem     Jr High      High    Gifted and Talented
High—$300+                                26,019       14,533      3,797       5,265     Programs                 5,934         20,958       14,572              3,693      2,017
Medium—$200-$299                          35,262       20,941      5,699       6,642    International
Low—Under $200                            28,390       16,811      4,766       5,389     Baccalaureate              570             960         192                159        575
                                                                   Middle/     Senior
Current Expenditures                         Total1       Elem     Jr High      High
High—$9,300+                              31,039       18,050      4,518       6,033
Medium—$7,400-$9,299                      41,932       24,575      6,938       7,913
Low—Under $7,400                          16,700        9,660      2,806       3,350




1
    Includes K-12, Adult Ed, Special Ed, and Career & Technical Ed Schools.
2
    Reflects schools by their district percentage.


Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                                                                13
                  sELECTIoNs




                   NEIGhborhooD SELECTS                                                                  LifestyleNE Indicator
                                                                                                          Target by the demographics and lifestyle of the school’s neighborhood
                  student Need Indicator (free Lunch)                                                     with New Evolution (NE) segmentation from Claritas, Inc.
                  The percentage of the public school’s enrollment qualifying for the free and                                                    Total             Middle/    Senior
                  reduced-price lunch program. The lower the percentage, the better the                                            Districts   Schools1      Elem   Jr High     High
                  economic situation.                                                                     Urban                       729      18,992     11,781    1,879      3,249
                                                                   Total               Middle/   Senior
                                                                                                            Urban Uptown              397         863      5,034      849      1,280
                                                    Districts   Schools1      Elem     Jr High    High      Midtown Mix               129       4,463      2,808      402        766
                  Very Low—Under 11%                1,249        6,400      4,105      1,011     1,192      Urban Cores               203       6,466      3,939      628      1,203
                  Low—11%-20%                       1,278        7,706      4,303      1,321     1,867    Suburban                  1,796      25,557     15,614    3,302      3,747
                  Moderate—21%-30%                  1,825        8,911      4,590      1,583     2,372      Elite Suburbs             480       5,937      3,673      784        851
                  High—31%-50%                      4,335       19,329     10,428      3,511     4,378      The Affluentials          496       7,710      4,789    1,007      1,112
                  Very High—51%+                    5,192       34,963     23,439      5,305     4,517      Middle Burbs              445       6,438      3,877      814        944
                                                                                                            Inner Suburbs             375       5,472      3,275      697        840
                  Poverty-Level Indicator                                                                 Second City               1,472      20,399     12,387    2,539      3,080
                                                                   Total               Middle/   Senior
                                                    Districts   Schools1      Elem     Jr High    High      Second City Society       262       4,327      2,739      591        604
                  High Income—                                                                              City Centers              576       8,092      4,917      999      1,230
                   Under 6% Poverty                 1,781        9,577      5,956      1,759     1,645      Micro-City Blues          634       7,980      4,731      949      1,246
                  Medium-High Income—                                                                     Town and Country         11,312      51,471     26,940    7,032     10,420
                   6%-15% Poverty                   5,890       36,424     21,348      5,997     7,052      Landed Gentry           1,561       9,760      5,692    1,463      1,675
                  Medium-Low Income—                                                                        Country Comfort         2,788      12,690      6,808    1,780      2,553
                   16%-30% Poverty                  5,036       37,703     21,723      5,670     7,409      Middle America          3,256      13,355      6,787    1,769      2,833
                  Low Income—                                                                               Rustic Living           3,707      15,666      7,653    2,020      3,359
                   Over 30% Poverty                    816       5,016      2,835        725     1,035
                                                                                                          household Income
                  Minority Percentage                                                                                                             Total             Middle/    Senior
                                                                   Total               Middle/   Senior                            Districts   Schools1      Elem   Jr High     High
                                                    Districts   Schools1      Elem     Jr High    High    Under $35,000             2,832      18,837     10,153    2,171      3,625
                  None                                405        1,496        979         93       231    $35,000-$39,999           2,013      12,837      7,042    1,557      2,441
sELECTIoNs




                  Very Low—Under 5%                 3,110        9,589      5,056      1,389     2,406    $40,000-$49,999           4,692      30,812     17,209    3,842      5,687
                  Low—5%-15%                        3,771       16,489      9,564      2,917     3,240    $50,000-$69,999           3,838      32,191     18,938    4,223      5,455
                  Moderate—16%-50%                  3,660       24,577     14,838      4,358     4,452    $70,000+                  1,937      21,747     13,382    2,960      3,290
                  High—51+%                         2,407       28,602     18,265      4,478     4,660

                  affluence Indicator – Public schools                                                     GEoGrAphIC SELECTS
                  Reach districts and schools based on the socio-economic status of the
                  institution, ranging from low to high affluence.                                        Metro status
                                                                                                                                                  Total             Middle/    Senior
                                                                   Total               Middle/   Senior   Classification           Districts   Schools1      Elem   Jr High     High
                                                    Districts   Schools1      Elem     Jr High    High
                                                                                                          Urban                    1,506      35,425     21,532     3,995      5,642
                  Low                               2,578       17,309     10,373      2,238     2,564    Suburban                 4,254      41,967     25,152     5,707      6,735
                  Below Average                     2,595       19,466     11,565      2,523     3,385    Rural/Nonmetro           9,498      38,183     19,548     4,978      8,010
                  Average                           2,673       21,579     12,770      2,673     3,929    Local Codes: Choose from 8 categories that indicate a school’s location
                  Above Average                     2,709       21,180     12,347      3,094     3,992    based on population and proximity to metropolitan areas. Call for counts.
                  High                              3,029       22,782     13,987      3,125     3,792
                                                                                                          TV Viewing area (designated Market area)
                                                                                                                                                  Total             Middle/    Senior

                      neW!
                                                                                                                                   Districts   Schools1     Elem    Jr High     High
                                                                                                          1. New York                 721      7,027      4,139       843      1,230
                                                                                                          2. Los Angeles              213      5,565      3,455       592        933
                                                                                                          3. Chicago                  475      3,529      2,384       388        492
                   TEST SCorES
                  New and improved Test Score selections coming soon! You will be able
                  to target schools by the percentage of students reaching or exceeding
                  proficiency standards as measured on state tests. We will offer reading,
                  math, science, and writing test scores for Grades 3 through 8. Call your
                  MDR Representative for counts.




                  1
                      Includes K-12, Adult Ed, Special Ed, and Career & Technical Ed Schools.


             14                                                                                                             mdr run counts or order at www.schooldata.com
                                                                                                                                                                fEdERaL fuNdINg




                 17,335                                                    35,879
                                                                    schools with Title I
    Race to the Top Eligible schools
                                                                   schoolwide Programs


                   1,207                                                   35,539
            schools receiving                                  schools receiving over $2.5
           improvement grants                                   million in Title I funding


                  30,070                                                   48,713
                                                                 schools receiving over
               failing schools
                                                               $100,000 in Title II funding


Q: we generally target both schools and districts but are considering refining our list strategies. do you have
   any suggestions?
a: You may want to try MDR Federal Funding to help you tap into the proposed $74 billion U.S. education budget. MDR can help
    you find federal funding best aligned to your products or services using find-specific selections and reach profitable opportunities
    connecting you with Funding Decision Makers.


 rACE To ThE Top                                                                                   SpECIAL proGrAMS FuNDING




                                                                                                                                                                                                                                                                              fEdERaL fuNdINg
                                                               Districts         Schools
                                                                                                   E-Rate
Race to the Top Eligible                                        1,592           17,335                                                                                                                                                  E-Rate Applicants
                                                                                                   Total Applicants1 ............................................................................................................................. 19,767
 SChooL IMproVEMENT GrANTS                                                                        Districts2 ................................................................................................................................................. 12,313
                                                                                                   Elementary .............................................................................................................................................. 2,346
                                                               Districts         Schools
                                                                                                   Middle/Jr High .......................................................................................................................................... 142
SIG Grants                                                        681            1,207             Senior High .................................................................................................................................................. 791
                                                                                                   Public Libraries .................................................................................................................................... 3,489


                                                                                                   special Education funding
    NEw! EdNET Insight funding solutions                                                                                                                                                                         Districts                               Schools
    get customized funding insight and alignment to identify                                       $1-$249,999                                                                                                   3,787                                   8,639
    the federal, state, and private funding sources most                                           $250,000-$499,999                                                                                             1,819                                   6,210
    appropriate for your business. see page 45 for details.                                        $500,000-$1,000,000                                                                                           2,015                                   9,513
                                                                                                   Over $1,000,000                                                                                                  41                                   1,645

                                                                                                   bilingual Education funding
                                                                                                                                                                                                                 Districts                               Schools
                                                                                                   $1-$49,999                                                                                                    1,894                                10,722
                                                                                                   $50,000-$99,999                                                                                                 471                                 4,255
                                                                                                   $100,000-$200,000                                                                                               413                                 4,910
                                                                                                   Over $200,000                                                                                                   720                                20,358

 FuNDING DECISIoN MAkErS
                                                                                 Failing Schools                                             Title I                                                  Title II                                            E-Rate
Principals                                                                           59,546                                      156,421                                                   119,009                                                     6,161
Guidance/Student Services                                                            73,738                                      180,439                                                   134,769                                                     6,115
Library/Media Specialists                                                            33,736                                       93,539                                                    73,785                                                     3,304
Technology Coordinators                                                               9,103                                       27,188                                                    21,314                                                     1,896
English and Reading Teachers                                                        140,384                                      327,134                                                   251,610                                                    10,221
Mathematics Teachers                                                                106,851                                      247,203                                                   189,399                                                     8,556
Teachers by Grade                                                                   559,433                                    1,570,648                                                 1,200,202                                                    45,310
Title I Teachers                                                                      6,463                                       18,337                                                    13,506                                                       591

1
  Includes Public, Private, and Catholic Schools; Districts; Dioceses; Public Libraries;
  and Adult Ed, Special Ed, and Career & Technical Ed Schools.
2
  Includes Districts, Dioceses, State Departments, and Regional and County Centers.


Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                                                                                                                                                   15
                           fEdERaL fuNdINg




                        SChooL rEForM                                                                                                                                                              TITLE I: CoLLEGE AND CArEEr
                       These School Reform selections (formerly NCLB) enable you to target
                                                                                                                                                                                                       rEADY FuNDING
                       schools by their Failing School, School Improvement, or Supplemental                                                                                                        The largest federally funded program, Title I funds support instructional
                       Educational Services (SES) status. Reach schools that may need extra                                                                                                        programs in economically disadvantaged schools. Target schools by dollar
                       resources in reading and math. Find those schools that have consistently                                                                                                    allocation, percentage of increase, and schoolwide status.
                       failed to make adequate yearly progress (AYP) and are eligible to receive
                       extra funds for School Improvement and Supplemental Educational                                                                                                                                                          Total               Middle/   Senior
                       Services.                                                                                                                                                                                                 Districts   Schools1      Elem     Jr High    High
                                                                                                                                                                                                   Dollar Increase
                                                                                                                                                                                                   Under $15,000                    329       1,226        756        226      218
                       school Reform selects
                                                                                                                                                                                                   $15,000-$50,000                  172       1,123        721        205      181
                                                                                                              Total                                           Middle/                Senior
                                                                                  Districts                Schools1                      Elem                 Jr High                 High         Over $50,000                     152       1,444        919        256      234
                       Failing Schools                                             6,621                 30,070                   15,428                     6,217                 6,928           Percentage Increase
                         By Subject – Math                                         4,369                 17,938                    8,871                     4,040                 4,124           0%-5%                            198         998        623        186      173
                         By Subject – Reading                                      4,543                 19,790                   10,918                     4,127                 3,875           6%-10%                           105         640        394        129      103
                       School Improvement                                          4,564                 18,240                    9,581                     3,922                 3,906           Over 10%                         490       2,155      1,379        372      357
                       SES Eligible                                                3,340                 11,577                    5,628                     2,807                 2,594
                                                                                                                                                                                                   Dollar Allocation
                       Percentage of failing schools in a district                                                                                                                                 $2.5 Million+                 1,078       35,539     22,014      5,507     5,937
                       The percentage of schools in a district that have failed to make adequate                                                                                                   $500,000-$2.49 Million        2,850       25,527     15,256      4,203     4,774
                       yearly progress for two consecutive years.                                                                                                                                  $150,000-$499,999             3,815       16,110      8,684      2,940     3,863
                                                                                                                                                                                  Districts        Under $150,000                5,971       12,829      6,497      1,643     2,766
                       0% ................................................................................................................................................................ 7,114   Per Student Allocation
                       1%-25%................................................................................................................................................... 1,628             Highest—$275+                 4,574       36,800     21,676      5,408     6,936
                       26%-50% ............................................................................................................................................... 2,192               High—$175-$274                2,889       19,321     10,984      3,084     3,875
                       51%-75% ............................................................................................................................................... 1,129               Medium—$85-$174               3,585       20,768     11,955      3,541     4,212
                       76%-100% ............................................................................................................................................ 1,814                 Low—Under $85                 2,831       13,116      7,836      2,260     2,317
fEdERaL fuNdINg




                       failing schools Enrollment Ratio                                                                                                                                            Title I Enrollment
                       Indicates the percentage of students in a district who are enrolled in                                                                                                      1-99 Students                 2,714       21,156     12,625      2,602     3,901
                       Failing Schools.                                                                                                                                                            100-299 Students              3,029       31,989     20,441      5,443     5,125
                                                                                                                                                                                                   300-499 Students              1,693       14,915      9,489      2,855     2,334
                                                                                                                                                                                  Districts
                                                                                                                                                                                                   500+ Students                 5,695       20,111      8,911      3,120     5,670
                       1%-25%................................................................................................................................................... 1,062
                       26%-50% ............................................................................................................................................... 1,791               Title I Enrollment Percentage (Student Need Indicator)
                       51%+.......................................................................................................................................................... 3,768        0%-25%                     3,337    20,361 11,694                3,386     4,543
                                                                                                                                                                                                   26%-50%                    5,350    23,989 12,825                4,343     5,606
                       Percentage of school Improvement schools in a district                                                                                                                      51%-75%                    3,514    20,305 12,635                3,368     3,224
                       Indicates the percentage of schools in a district that have failed to make                                                                                                  76%-100%                     989    14,658 10,804                1,937     1,293
                       adequate yearly progress for two consecutive years and whose students
                       are eligible to choose to attend another school in the district.                                                                                                            Title I schoolwide Program
                                                                                                                                                                                 Districts                                                      Total              Middle/    Senior
                                                                                                                                                                                                                                 Districts   Schools1      Elem    Jr High     High
                       0% ................................................................................................................................................................9,156
                                                                                                                                                                                                   Schoolwide Programs           6,821       35,879     25,059     5,208      4,024
                       1%-25%...................................................................................................................................................1,666
                       26%-50% ...............................................................................................................................................1,550
                       51%-75% ................................................................................................................................................... 603              TITLE II: IMproVING TEAChEr
                       76%-100% ................................................................................................................................................ 903                   quALITY FuNDING
                       Percentage of sEs-Eligible schools in a district                                                                                                                            Identify districts and schools receiving federal support to increase
                       Indicates the percentage of schools in a district that have failed to make                                                                                                  teacher quality. Nearly $3 billion in Title II grants have been allocated for
                       adequate yearly progress for three consecutive years and whose students                                                                                                     professional development and recruiting higher-qualified teachers
                       are eligible for Supplemental Educational Services.                                                                                                                         and principals.

                                                                                                                                                                                 Districts                                                      Total              Middle/    Senior
                                                                                                                                                                                                                                 Districts   Schools1      Elem    Jr High     High
                       0% ............................................................................................................................................................ 10,411      Dollar Allocation
                       1%-25%...................................................................................................................................................1,622              High—$100,000+                3,695       48,713     29,666     7,925      8,605
                       26%-50% ...............................................................................................................................................1,114                Medium—
                       51%-75% ................................................................................................................................................... 371              $30,000-$99,999              3,753       13,398      6,802     2,474      3,473
                       76%-100% ................................................................................................................................................ 360               Low—Under $30,000             3,411        7,029      3,668       718      1,460




                       1
                           Includes Public K-12, Adult Ed, Special Ed, and Career & Technical Ed Schools.


                  16                                                                                                                                                                                                  mdr run counts or order at www.schooldata.com
                                                                                                                          TEChNoLogY


                 51,167                                         31,858
    schools with total technology                    schools with 1 computer for
       budgets of $750,000+                              every 1-3 students


                 61,331                                          7,012
        schools with hardware                             districts with distance
        budgets of $250,000+                              learning for students


                 19,799                                          9,635
     schools with high TsI scores                 districts using online purchasing



Q: we would like to market to a very specific audience for our high-end technology product. Can MdR help us pinpoint only
   the districts and schools most appropriate for our campaign?
a: In a word, yes. MDR Technology selects offer detailed information to help you target your sales and marketing programs based
   on budgets for technology, hardware, software, and technology training. Use Technology in Schools and Online selections to
   segment by schools using distance learning, online purchasing, digital whiteboards, and more.


 DISTrICT TEChNoLoGY buDGETS                                                    TEChNoLoGY IN SChooLS
Target your sales and marketing programs based on schools’ and districts’       Computer Platforms
budgets for total technology, hardware, software, and technology training.                                                   Total                 Middle/     Senior




                                                                                                                                                                             TEChNoLogY
                                                                                Schools With                Districts     Schools2        Elem     Jr High      High
                                        Total               Middle/    Senior
                         Districts    Schools      Elem     Jr High     High    Apple/Macintosh            10,919         57,696      35,503       7,284       9,520
Total Technology                                                                PC                         13,492         85,779      48,034      11,673      16,411
$1-$69,999               2,736        3,693      2,092        121        504
$70,000-$189,999         3,226        7,412      3,399      1,016      1,994    Computers – Instructional use
$190,000-$749,999        4,876       23,361     12,649      4,277      5,389                                                                       Middle/     Senior
                                                                                Schools With                                 Total2       Elem     Jr High      High
$750,000+                2,673       51,167     32,202      8,219      8,319    Computer Intensity (Students Per Computer)
Hardware                                                                        1-3 Students                   31,858   15,729                     4,560      7,472
$1-$29,999               1,881        2,631      1,678        125        287    4-6 Students                   32,081   20,132                     4,432      5,031
$30,000-$79,999          2,564        5,050      2,366        436      1,157    7-9 Students                   14,554    9,613                     1,827      1,907
$80,000-$249,999         4,722       16,406      8,126      3,113      4,304    10+ Students                   18,492   12,067                     1,862      2,184
$250,000+                4,301       61,331     38,048      9,918     10,418    Laptop Computers
Software                                                                        All Laptops                               34,448      18,152       6,176      7,618
$1-$9,999                1,843        2,379      1,496         82        253
$10,000-$29,999          2,996        6,112      2,844        573      1,482    digital whiteboards
                                                                                                                             Total                 Middle/     Senior
$30,000-$99,999          4,756       17,578      8,800      3,428      4,511                               Districts      Schools2       Elem      Jr High      High
$100,000+                3,841       59,003     36,857      9,458      9,871    Schools With                6,927         17,591       8,714       3,068       4,482
Tech-Related Training
$1-$6,999
$7,000-$14,999
                         2,552
                         2,264
                                      3,938
                                      4,880
                                                 2,349
                                                 2,256
                                                              254
                                                              555
                                                                         530
                                                                       1,190
                                                                                 oNLINE AND NETWorkING
$15,000-$49,999          5,088       20,784     10,770      3,772      5,146                                                  Total                Middle/     Senior
                                                                                                              Districts    Schools2        Elem    Jr High      High
$50,000+                 3,385       54,668     34,158      8,823      9,105
                                                                                Distance Learning
                                                                                 For Students                 7,012        13,172       4,607      1,598       4,928
 TECh SophISTICATIoN INDEx™ (TSI)                                              Online Purchasing             9,635        31,525      17,550      4,378       6,249
                                                                                URL Addresses                13,181       109,384      63,498     14,583      19,629
TSI is a cost-saving and effective way to pinpoint the schools you want         Wireless Networks             9,011        29,409      15,395      4,938       6,570
to reach by their technology profile. Choose from five levels—high to low.
Available for all U.S. schools.
                                     Medium-               Medium-
                            High        High     Medium        Low       Low
Elementary               9,454       11,784     12,847    12,933      12,233
Middle/Jr High           3,510        3,316      2,634     1,908       2,082
Senior High              5,159        3,728      2,841     2,325       2,544
Total1                  19,799       19,775     19,529    19,365      19,173    1
                                                                                    Includes K-12, Special Ed, and Career & Technical Ed Schools.
                                                                                2
                                                                                    Includes K-12, Adult Ed, Special Ed, and Career & Technical Ed Schools.


Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                                                  17
                                         LIbRaRIEs




                                                                                                                                                           16,912                                              39,323
                                                                                                                                                         Public libraries                                  Public librarians


                                                                                                                                                            6,688                                               91,797
                                                                                                                                                    Public libraries with book                             k-12 library/
                                                                                                                                                     budgets over $100,000                                media specialists


                                                                                                                                                            3,964                                              22,947
                                                                                                                                                         College libraries                                College librarians


                 Q: with library budgets under pressure, how do we identify libraries with spending power?
                 a: Librarians definitely serve as purchasing influencers and should be targeted strategically. MDR Libraries offer detailed information
                       on public, school, and college libraries to help you reach key decision makers and best prospects using selections such as library
                       type, book and media budgets, neighborhood demographics, job title, and more.


                  LIbrArY TYpES                                                                                                                             pubLIC LIbrArY uNIVErSE
                         Main Libraries    ................................................................................................   9,141                                                                  Librarians          Library
                                                                                                                                                                                                   Libraries          by Name            Buyers
                             Primary administrative buildings with a book collection, one or more                                                           Main Public Libraries                   9,141            25,501             3,838
                             branches, budget responsibility, and administrative personnel
                                                                                                                                                            Library Systems                           317             1,286                74
LIbRaRIEs




                         Branch Libraries      ...........................................................................................    7,173         System Cooperatives                       192               472                24
                             Under the main library’s board of trustees and budget                                                                          State Libraries                            89               283                 6
                                                                                                                                                            Total Main Libraries                    9,739            27,542             3,942
                         Library Systems       ................................................................................................   317       Branch Libraries                        7,173            11,781               827
                             Administrative locations responsible for branch libraries; maintains no                                                        Grand Total                            16,912            39,323             4,769
                             book collection of its own
                                                                                                                                                            Public Library Personnel
                         System Cooperatives               ..................................................................................... 192
                                                                                                                                                                                                                                    Personnel in
                             Centers that operate as a coordinator of services among several main                                                                                                            Main         Branch       High DRI
                                                                                                                                                            Librarians by Name             Total         Libraries      Libraries     Libraries1
                             libraries
                                                                                                                                                            Total Librarians             39,323         27,542          11,781        17,893
                         State Libraries    .....................................................................................................   89      Library Directors             9,134          9,134              —          1,427
                             Reference libraries open to the public                                                                                         Assistant Directors           2,795          2,795              —            687
                                                                                                                                                            Branch Heads                  6,508             36           6,472         4,760

                  LIbrArY buYErS                                                                                                                           Acquisitions Librarians
                                                                                                                                                            Adult Services Librarians
                                                                                                                                                                                            748
                                                                                                                                                                                          1,964
                                                                                                                                                                                                           657
                                                                                                                                                                                                         1,428
                                                                                                                                                                                                                            91
                                                                                                                                                                                                                           536
                                                                                                                                                                                                                                         408
                                                                                                                                                                                                                                       1,175
                                                                                                                                     Personnel in           Audiovisual Librarians          497            440              57           331
                                                                Librarians/                                                             High DRI
                                                          Media Specialists                               Buyers                       Libraries1           Book/Materials Selections       384            333              51           235
                 All Schools                                        108,947                           41,681                              46,897            Bookmobile Coordinators         472            405              67           235
                 Public Libraries                                    39,323                            4,769                              17,893            Children’s Librarians         5,722          3,813           1,909         2,890
                                                                                                                                                            Circulation Librarians        3,197          2,418             779         1,313
                                                                                                                                                            Classification/Catalog
                       Improve Your Library Marketing                                                                                                        Librarians                   1,548           1,468              80           685
                       Results with our dRI selection                                                                                                       Interlibrary Loan Librarians  1,482           1,356             126           581
                                                                                                                                                            Literacy Coordinators           513             428              85           264
                       Improve the total performance of                                                                                                     Periodical Librarians           496             424              72           286
                       your library marketing programs                                                                                                      Reference Librarians          3,027           2,173             854         1,918
                                                                                                                                                            Systems/Automation
                       with our Buyers and High DRI
                                                                                                                                                             Librarians                     688                650            38          431
                       selections. Reach librarians in public                                                                                               Technical Services
                       libraries and K-12 schools who are                                                                                                    Librarians                     946             888              58           425
                                                                                                                                                            Young Adult Librarians        1,801           1,307             494         1,066
                       more recent, more active buyers.
                                                                                                                                                            Unclassified                  1,761           1,114             647           684


                 1
                     Personnel in libraries with High and Medium-High DRI scores.


            18                                                                                                                                                                   mdr run counts or order at www.schooldata.com
                                                                                                                                                                                                                                                                                                                 LIbRaRIEs



 pubLIC LIbrArY SELECTS                                                                                                                                                      pubLIC LIbrArY
                                                                                                                                                                                   NEIGhborhooD SELECTS
Number of branches
                                                                                                       Main Libraries                                     Branches           Lifestyle Indicator
None                                                                                                              8,292                                        —             With New Evolution (NE) segmentation from Claritas, Inc., target public
1                                                                                                                   446                                       446            libraries by the demographics and lifestyle found in the neighborhood in
2-4                                                                                                                 522                                     1,415            which the library resides.
5-9                                                                                                                 308                                     1,978                                                                                                                                                               Libraries
10+                                                                                                                 171                                     3,334             Urban ..................................................................................................................................................... 1,716
                                                                                                                                                                                Urban Uptown ................................................................................................................................ 744
Media budget                                                                                                                                                                    Midtown Mix .................................................................................................................................... 397
                                                                                                                        $3,000-
                                                                   Total               $1-$2,999                        $14,999                         $15,000+                Urban Cores .................................................................................................................................... 575
Main Libraries                                                4,753                         1,790                        1,641                              1,322             Suburban ........................................................................................................................................... 2,258
                                                                                                                                                                                Elite Suburbs..................................................................................................................................... 557
                                                                                                                                                                                The Affluentials ................................................................................................................................ 686
book budget                                                                                                                                                                     Middle Burbs..................................................................................................................................... 539
                                                                                                                          Main                               Branch             Inner Suburbs................................................................................................................................... 476
                                                                                       Total                          Libraries                            Libraries
                                                                                                                                                                              Second City ..................................................................................................................................... 1,771
$1-$4,999                                                                          1,991                               1,945                                   46
                                                                                                                                                                                Second City Society ................................................................................................................... 356
$5,000-$19,999                                                                     2,934                               2,681                                  253
                                                                                                                                                                                City Centers ....................................................................................................................................... 625
$20,000-$100,000                                                                   3,860                               2,645                                1,215
                                                                                                                                                                                Micro-City Blues............................................................................................................................. 790
Over $100,000                                                                      6,688                               1,475                                5,213
                                                                                                                                                                              Town and Country ................................................................................................................... 11,159
                                                                                                                                                                               Landed Gentry............................................................................................................................ 1,721
affluence Indicator – Public Libraries
                                                                                                                                                           Libraries            Country Comfort ....................................................................................................................... 2,828
Low ................................................................................................................................................................ 2,180      Middle America .......................................................................................................................... 3,147
Below Average ..................................................................................................................................... 3,420                       Rustic Living ................................................................................................................................. 3,463
Average ...................................................................................................................................................... 3,370
                                                                                                                                                                             household Income
Above Average ..................................................................................................................................... 2,924
                                                                                                                                                                             The median household income of the area in which a library is located can




                                                                                                                                                                                                                                                                                                                                                       LIbRaRIEs
High ............................................................................................................................................................... 3,133   greatly influence the types of services and resources the library provides.
                                                                                                                                                                             Target public libraries by an exact income level or by any range of income.
other key Public Library selects
                                                                                                             Mains &                                                                                                                                                 Mains & Branches                                        Mains Only
                                                                                                            Branches                                   Mains Only
                                                                                                                                                                             Under $35,000                                                                                            3,016                                       1,517
Audio Books                                                                                                  5,995                                          3,889
                                                                                                                                                                             $35,000-$39,999                                                                                          2,083                                       1,235
Downloadable Media                                                                                           3,717                                          2,288
                                                                                                                                                                             $40,000-$49,999                                                                                          5,031                                       3,202
DVD Collection                                                                                              11,418                                          6,849
                                                                                                                                                                             $50,000-$69,999                                                                                          4,357                                       2,438
Hosts Webinars                                                                                               1,089                                            757
                                                                                                                                                                             $70,000+                                                                                                 2,425                                       1,347
Libraries With Purchasing Authority                                                                          1,703                                            484
Special Ed Services                                                                                          5,824                                          3,793



 kEY DECISIoN MAkErS IN k-12 SChooL LIbrArY MArkET
                                                                                                                                                                                                                                                                                                                           Personnel in
                                                                                                                                                                                                                                                                                 Buyers at                                    High DRI
                                                                                                                      Total1                                     Elem             Middle/Jr High                                  Senior High                                     School2                                    Libraries3
Library/Media Specialists                                                                                     91,797                                   52,979                             13,757                                    18,335                                       40,264                                        40,214
English Teachers                                                                                             264,717                                   30,850                             85,177                                   125,216                                       52,518                                        92,299
Literacy Coordinators                                                                                          1,205                                      701                                161                                       228                                          436                                           495
Multimedia Coordinators                                                                                        2,236                                        6                                183                                     1,676                                          164                                           630
PTA/PTO Presidents                                                                                            33,447                                   26,657                              3,480                                     1,942                                          891                                        16,225
Reading Teachers                                                                                              80,966                                   34,113                             31,839                                    10,401                                       22,862                                        32,051
Remedial Reading Teachers                                                                                     21,463                                   15,277                              3,236                                     1,921                                        7,896                                        10,656
Resource Teachers                                                                                             66,452                                   37,672                             12,816                                    12,877                                       13,810                                        26,901
School Store Managers                                                                                          3,525                                    1,446                                487                                     1,170                                        1,070                                         1,728
Special Ed Teachers                                                                                          253,489                                  107,424                             46,349                                    71,047                                       36,218                                        88,098
Teachers/Gifted Students                                                                                      28,696                                   17,413                              6,283                                     4,076                                        6,965                                        11,788
Technology Champions                                                                                          16,520                                    9,252                              2,847                                     3,250                                        6,010                                         7,609
Technology Coordinators                                                                                       36,511                                   21,056                              4,391                                     6,817                                        5,602                                        17,486
Title I Teachers                                                                                              19,841                                   16,865                              1,324                                       743                                        5,831                                         9,620


1
  Total counts include Buyers at School.
2
  Educators who have purchased through direct mail.
3
  Personnel in libraries with High and Medium-High DRI scores.


 Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                                                                                                                                                                                                                           19
                 LIbRaRIEs




                  CoLLEGE LIbrArIES                                                                              CoLLEGE LIbrArIANS
                                                       Total             Senior          Junior       Library                                                Total       Senior       Junior
                                                   Colleges            Colleges        Colleges     Directors                                              College      College      College
                 Library Type                                                                                    Code   Library Personnel               Librarians   Librarians   Librarians

                 Main Libraries                    3,964               2,138            1,826         4,761      College Librarians – LIBR              22,947       17,702         5,245
                 Department Libraries1             1,393               1,368               25         1,683      Library Directors – LIBR1                6,502        4,502        2,000
                  Allied Health                       54                  51                3            64      41101 Library Directors                  3,593        2,002        1,591
                  Architecture                        51                  51               —             61      41103 Directors/Head Librarians
                  Art                                 57                  52                5            64              (Special/Dept)                     897          877           20
                  Education                           59                  59               —             56      41104 Assistant Library Directors        1,672        1,282          390
                  Engineering                         52                  51                1            58      41106 Law Library Directors                208          208           —
                  Fine Arts                           52                  52               —             53      41105 Medical Library Directors            161          158            3
                  Music                              157                 156                1           158      Librarians by Function – LIBR2         15,819       12,281         3,538
                  Science                             76                  76               —             72      41151 Acquisitions Librarians           1,458        1,149           309
                 Law Libraries                       215                 215               —            341      41154 Archivists                          986          888            98
                 Medical Libraries                   162                 161                1           257      41110 Audiovisual/Media Directors         738          490           248
                                                                                                                 41157 Cataloging Librarians             1,479        1,186           293
                 College Library selects                                                                         41152 Circulation/Access Librarians     2,461        1,866           595
                                                                             Main           Dept    Librarians   41109 Collection Development Directors 1,478         1,183           295
                                                               Total     Libraries      Libraries    by Name
                                                                                                                 41158 Digital Librarians                  473          411            62
                 Libraries by Total Budget
                                                                                                                 41159 Distance Learning Librarians        230          167            63
                 Low ($1-$9,999)                            38               28                10       59
                                                                                                                 41160 Evening/Weekend Librarians           68           46            22
                 Medium ($10,000-$99,999)                  382              322                60      876
                                                                                                                 41155 Government Documents
                 High ($100,000+)                        2,210            1,872               338   12,907               Librarians                        657           594           63
                 Libraries by Book Budget                                                                        41153 Interlibrary Loan Librarians      1,645         1,279          366
                 Low ($1-$9,999)                           297              223                74       609      41112 Learning Resources
                 Medium ($10,000-$99,999)                1,716            1,496               220     6,366              Center Directors                  312           113          199
                 High ($100,000+)                          984              763               221     8,042      41107 Reference/Public
                                                                                                                         Service Librarians              3,769         2,696        1,073
LIbRaRIEs




                 Libraries by Collection Size                                                                    41108 Serials/Publications Librarians   1,441         1,101          340
                 Low (1-9,999)                  505                         394               111      785       41156 Systems/Automation Librarians     1,064           839          225
                 Medium (10,000-99,999)       2,112                       1,625               487    6,591       41111 Technical Service Librarians      2,079         1,489          590
                 High (100,000+)              1,746                       1,281               465   12,653



                  CANADIAN pubLIC LIbrArIES
                                                                                      Total         Librarians
                 Main Libraries                                                        786               783
                 Branch Libraries                                                    2,617                —




                 1
                     Includes business, history, math, religion, and other department libraries.


            20                                                                                                                       mdr run counts or order at www.schooldata.com
                                                                                                                                             CoLLEgEs



                     7,466                                                     71,354
        higher education institutions                                      College departments



                1,471,063                                                      98,041
                Teaching faculty                                       deans/administrators


                     4,063                                                        3,237
              specific MdR course
                                                                           College bookstores
                titles available


Q: why target the college market?
a: A $364 billion industry, the college market offers many profitable opportunities for products, resources, and services for classrooms,
      indoor and outdoor facilities, technology, administrative/business, and retail. MDR offers the largest, most comprehensive database
      to reach the faculty, administrators, and decision makers in this thriving market.


 CoLLEGE uNIVErSE
                                                             Total                                    Deans/         Dept
                                                                                                                                Get the full 176-page College Catalog
                                                         Colleges                 Faculty             Admin         Chairs      for complete coverage...call your MDR
Total                                                     7,466             1,471,063             98,041           50,275
Senior Colleges1                                          3,540             1,077,876             68,596           37,745       Representative! 800-333-8802
Junior/Community/Technical Colleges2                      2,709               365,538             29,445           12,445
Department of Education                                   2,100               894,663             54,746           33,143




                                                                                                                                                                                                 CoLLEgEs
Career and Trade Schools                                  1,227                    —               2,810               —

College faculty
                                                                   Total                        Senior                 Junior                                    Dept              Total
Discipline                                                       Faculty                       Faculty                Faculty        Deans                      Chairs             Email
Agriculture and Animal Science                              31,757                           24,739                  7,018            110                     972                19,692
Allied Health                                               63,250                           40,630                 22,620            490                   2,861                40,151
Business                                                   141,448                          108,109                 33,339          1,030                   3,798                85,908
Communications                                              84,481                           59,845                 24,636            197                   1,986                50,121
Computer Science                                            74,989                           45,848                 29,141            158                   2,044                43,158
Dental Science                                              12,133                           10,467                  1,666             39                     665                 7,048
Education                                                  138,803                          109,102                 29,701            759                   2,680                80,258
Engineering                                                 62,870                           52,756                 10,114            402                   1,833                41,397
English Language and Literature                            142,844                           87,707                 55,137             76                   2,058                97,399
Fine and Applied Arts                                      164,434                          127,433                 37,001            257                   4,662               119,674
Foreign Languages and Literature                            51,299                           42,183                  9,116             54                   1,910                39,945
General Studies                                             46,370                           20,975                 25,395            120                     555                35,199
Interdisciplinary Studies                                  140,589                          117,570                 23,019             —                    2,569                46,742
Law3                                                        37,688                           13,916                  5,702            219                     243                19,344
Library Science                                              3,705                            3,008                    697             39                      60                 3,174
Mathematics                                                 98,696                           60,421                 38,275            467                   2,137                64,935
Medicine4                                                  156,295                          129,8845                    —             137                   3,073               111,491
Military Science                                             4,395                            4,294                    101             —                      462                 2,870
Natural and Physical Sciences                              151,900                          115,359                 36,541            467                   4,989               111,331
Nursing                                                     52,949                           31,694                 21,255            589                   1,267                36,586
Physical Education                                          67,600                           46,551                 21,049            131                   1,390                45,657
Social Sciences                                            303,712                          239,766                 63,946            313                   9,030               208,320
Vocational Education                                       124,587                           61,349                 63,238            147                   4,496                69,461

faculty Teaching College-Level k-12 Education Courses
                                                       Middle/                                                                                        Middle/
Subject                                   Elem         Jr High       Secondary              General      Subject                        Elem          Jr High       Secondary     General
Art                                      782              44                190             1,139        Physical Education             698              36              207        610
English/Language Arts                    493             163                427             1,714        Reading                        658             125              249      3,175
Foreign Languages                         34              21                112               317        Remedial Reading                72               1               15      1,020
Health/Sex Education                     220              —                  22               364        Science                        846             116              615        820
Mathematics                            1,181             216                423             1,003        Social Studies                 798              74              335        611
Music                                    435              31                178               616
1
    Senior colleges represent four-year degree and graduate institutions. 2 Junior colleges contain one-, two-, and three-year degree institutions.
3
    Includes 18,070 law school faculty. 4 Includes 26,411 hospital faculty. 5 Medical school faculty.


 Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                                                                     21
                                     EaRLY ChILdhood




                                                                                                             106,962                                       30,502
                                                                                                                                                    day care centers with
                                                                                                     day care centers (all types)
                                                                                                                                                      over 80 children


                                                                                                              98,289                                      13,449
                                                                                                            day care directors                         head start centers


                                                                                                               11,397                                    251,666
                                                                                                day care centers with $400-$799
                                                                                                                                                   Pre-k to grade 3 teachers
                                                                                                        average tuition

                       Q: based on trends in funding and enrollment, we’ve decided to put extra emphasis on the early childhood market. how can
                          we ensure we are reaching the right early learning facilities and decision makers?
                       a: Reaching this growing market can be a profitable move, and MDR Early Childhood’s detailed, up-to-date, and accurate information
                             can help you target the right decision makers. Also, try expanding your marketing reach beyond day care centers by reaching other
                             relevant audiences through MDR’s Educators at Home, Children’s Librarians, Elementary School Teachers, and Canadian
                             Elementary Schools.


                        DAY CArE CENTErS AND pErSoNNEL                                                         day Care Chains
EaRLY ChILdhood




                                                                                                                                                    High DRI                  Pre-K/K
                                                                                                                                         Centers    Centers1    Directors    Teachers
                       day Care Types                                                                           All Day Care Chains       5,720      3,112       6,477         1,094
                                                                     High DRI                    Pre-K/K
                                                        Centers      Centers1       Directors   Teachers        American Child Care
                       All Day Care Centers     106,962             42,708          98,289      12,381           Centers                     89         66          97           13
                       Church/Synagogue                                                                         Bright Horizon              228        120         227           27
                        Centers                  11,403              7,998          12,141       2,463          Children’s
                       College/University Based     845                472             945         212           Discovery Centers           69         48          78           14
                       Employer (Corporate)                                                                     Children’s World            120         89         147           11
                        Sponsored                   333                 166            420           76         Childtime Learning Centers 210          46         285           23
                       Family Day Residences                                                                    Goddard                     282        260         246           35
                        (With 10+ Children)       2,376              1,122           2,167         217          Kiddie Academy              130        105         104            9
                       Federal Based                317                149             345          70          Kids R Us                   104         77         114            9
                       Head Start Centers        13,449              6,375          13,786       1,228          KinderCare                1,505        555       1,846          337
                       Hospital Centers             397                218             486          66          La Petite Academy           505         47         615          109
                       Military Based               142                 65             171          30          New Horizon                 115         91         131           24
                       Montessori Centers         2,464              1,991           2,480         459          Other Chains              1,807      1,167       2,008          391
                       Salvation Army               131                 57             117           9          Primrose                    162        146         186           31
                       YMCA/YWCA Centers          3,057              1,132           2,629         186          Rainbow Child                80         50          77           17
                       Independent Centers       26,003             15,089          29,974       5,728          Sunshine House              119         96         148           19
                       Unclassified              40,084              4,662          25,925         520          Tutor Time                  195        149         168           25

                       day Care Center buyers
                                                                                                Buyers in
                                                                                                High DRI
                                                                                      Buyers     Centers1
                       All Day Care Centers                                          4,913       3,378              Expand Your Marketing Reach
                       All Day Care Chains                                             156          93              When selling to the early childhood market, be sure to
                                                                                                                    consider these other selections:

                                                                                                                    • Educators at Home, pages 27-28

                                                                                                                    • Children’s Librarians, page 18

                                                                                                                    • Elementary School Teachers, pages 32-35

                                                                                                                    • Canadian Elementary Schools, page 24

                       1
                           Day Care Centers with High and Medium-High DRI scores.


                  22                                                                                                             mdr run counts or order at www.schooldata.com
                                                                                                                                                                        EaRLY ChILdhood



 DAY CArE CENTEr SELECTS                                                 hEAD STArT proGrAMS
                                                    Pre-K/K                                                                                                                                                    Total
                             Centers   Directors   Teachers    Buyers
                                                                         Head Start Centers .................................................................................................................... 13,449
Age Range
                                                                         Directors by Name at Head Start Centers .............................................................. 13,786
Under 2 Years               47,450     49,086       6,546     2,345
                                                                         Teachers at Head Start Centers ........................................................................................ 1,228
2-4 Years                   78,572     80,689      11,917     4,562
                                                                         Head Start Programs in Public Schools ........................................................................ 1,202
5-6 Years                   77,063     78,587      11,233     4,298
                                                                         Head Start Teachers in Public Schools ......................................................................... 2,416
7+ Years                    46,330     47,326       5,974     2,276
Capacity
80+ (Largest)              30,502      32,442       4,304     2,051
                                                                          SChooLS WITh prE-k/k
                                                                                                                              Pre-K/K                 High DRI
40-79                      29,494      28,303       3,904     1,503      Schools With                                         Schools                 Schools1                Principals                 Teachers
1-39 (Smallest)            45,795      36,489       4,104     1,345      Pre-K to Grade 3                                  72,828                    32,921                    72,705                 251,666
Unclassified                1,171       1,055          69        14      Pre-Kindergarten                                  30,185                    13,978                    31,448                 130,647
Total                     106,962      98,289      12,381     4,913      Kindergarten                                      67,540                    31,023                    67,435                 244,566
Metro Area
Urban Areas                 34,943     32,658       3,617     1,467       DISTrICT AND SChooL pErSoNNEL
Suburban Areas              38,842     36,172       5,014     2,263              bY NAME
Rural/Nonmetro Areas        30,963     27,574       3,572     1,114
TV Viewing Area (Designated Market Area)                                 administrators by Name
                                                                                                                                                                                                     Personnel in
1. New York             6,670       4,634             691       511                                                                                                                                     High DRI
2. Los Angeles          3,283       3,544             352        64                                                                                                       Total                        Buildings2
3. Chicago              2,073       1,780             409       141      Principals in Schools With Pre-K                                                           31,448                              14,621
                                                                         Principals in Schools With Kindergarten                                                    67,435                              30,998
                                                               Centers
                                                                         Early Childhood District Supervisors (D34)                                                  3,485                               1,817
LifestyleNE Indicator
                                                                         Elementary Curriculum/Instruction
Urban                                                         16,655
                                                                          Supervisors (D09)                                                                           3,436                                2,032




                                                                                                                                                                                                                               EaRLY ChILdhood
Suburban                                                      24,744
Second City                                                   20,719     Teachers by Name
Town and Country                                              44,766                                                                                                     Personnel in
                                                                                                                                                     Total                  High DRI
Household Income                                                                                                                                    Names                   Schools2                         Buyers
Under $35,000                                                 19,670     Pre-Kindergarten                                                      66,559                        26,108                      12,128
$35,000-$39,999                                               11,678     Kindergarten                                                         192,023                        88,434                      70,450
$40,000-$49,999                                               27,124     Pre-First Grade                                                          561                           281                         195
$50,000-$69,999                                               27,673     Grade 1                                                              201,293                        95,286                      77,789
$70,000+                                                      20,817     Grade 2                                                              194,347                        92,567                      76,613
Affluence Indicator – Day Care Centers                                   Grade 3                                                              191,428                        89,594                      67,261
Low                                                            9,496     Lead Pre-Kindergarten                                                  1,241                           487                         253
Below Average                                                  7,287     Lead Kindergarten                                                      1,834                           858                         810
Average                                                       10,155     Lead First Grade                                                       1,642                           768                         759
Above Average                                                  9,732     Lead Second Grade                                                      1,587                           753                         739
High                                                          10,031     Lead Third Grade                                                       1,539                           715                         682
                                                                         Ungraded Primary                                                       1,408                           371                         153
Average Tuition                                                          Head Start                                                             2,530                           612                         215
$1-$399                                                        8,380     Child Development                                                      6,586                         2,232                         644
$400-$799                                                     11,397     Early Childhood Special Needs                                         21,463                         7,833                       3,233
$800+                                                          2,819     Teachers in Pre-K/K, K-3 Schools
 Programs Offered                                                          Art                                                                     2,343                        1,434                        216
Offers Preschool                                              35,954       Music                                                                   1,256                          718                        107
Offers Kindergarten                                           10,135       Physical Ed                                                             4,117                        2,495                        312
Bilingual Education                                           18,596       Special Ed                                                              6,878                        3,790                      1,437
Instructional Programs                                        53,881
Religious Affiliation                                                     CoLLEGE FACuLTY
Affiliated (Religion Unspecified)                              1,953
Baptist                                                          964                                                                                  Total                     Senior                       Junior
                                                                                                                                                    College                    College                      College
Catholic                                                         434     Code/Course                                                                Faculty                    Faculty                      Faculty
Christian                                                      2,266     ED6015/Early Childhood Education                                          4,864                       2,685                       2,179
Episcopal                                                        165     ED6005/Student Teaching                                                     790                         695                          95
Jewish                                                           240     ED6020/Kindergarten                                                         129                         127                           2
Lutheran                                                         779
                                                                         ED6030/Creativity/Play Education                                            670                         263                         407
Methodist                                                        905
                                                                         ED8060/Early Childhood Education
Presbyterian                                                     295
                                                                          of the Exceptional Child                                                     476                        327                          149
Protestant                                                     2,043
                                                                         1
Not Classified                                                96,399       Schools with High and Medium-High DRI scores.
                                                                         2
                                                                           Personnel in schools with High and Medium-High DRI scores.

Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                                                                                                    23
                                       CaNadIaN sChooLs



                                                                                                                                                        15,727                                                                                               23,807
                                                                                                                                                          schools                                                                                               Principals



                                                                                                                                                        77,280                                                                                               10,669
                                                                                                                                                      College personnel                                                                     English-speaking schools



                                                                                                                                                         3,593                                                                                                  5,785
                                                                                                                                                                                                                                     Largest province by number of
                                                                                                                                               french-speaking schools
                                                                                                                                                                                                                                            schools: ontario


                        Q: why market to Canadian schools?
                        a: With new 21st century learning initiatives in early childhood education, high school success rates, literacy, and innovation and
                              technology, the Canadian education market is filled with promising opportunities for marketing your educational and technology
                              products, resources, and services.


                         CANADIAN SChooLS                                                                                                                school board administrators
                                                                                                                                                                                                                                                                                                                       Total
                                                                                                      Middle/            Senior       Combined            Directors of Education .......................................................................................................................... 16
                                                                       Total1             Elem        Jr High             High           (K-12)           Superintendents .....................................................................................................................................768
                        Schools by Province
CaNadIaN sChooLs




                                                                                                                                                          Assistant Superintendents .............................................................................................................627
                        Alberta                                     1,932               817                 1             400               705           Curriculum/Instruction K-12 ..........................................................................................................217
                        British Columbia                            1,847             1,222                 3             372               212           Data Processing/Computer Services ....................................................................................... 81
                        Manitoba                                      787               401                 3             122               245           Education Technology .......................................................................................................................279
                        New Brunswick                                 351               256                —               53                42           Guidance/Student Services ............................................................................................................. 32
                        Newfoundland                                  280               101                —               64               114           Health/Safety/Community Services .............................................................................................. 3
                        Northwest Territories                          51                14                —                6                31           Human Resources ................................................................................................................................503
                        Nova Scotia                                   455               259                 4             111                74           Library Services .......................................................................................................................................... 35
                        Nunavut                                        41                15                —                7                19           Physical Plant/Buildings and Grounds .................................................................................286
                        Ontario                                     5,785             4,292                84             995               269           Psychologists .................................................................................................................................................. 9
                        Prince Edward Island                           64                35                —               18                11           Secretaries/Treasurers ......................................................................................................................555
                        Quebec                                      3,375             2,208                21             556               159           Speech/Language Pathologists ...................................................................................................... 5
                                                                                                                                                          Staff Development ...................................................................................................................................... 2
                        Saskatchewan                                  730               346                —              109               273
                                                                                                                                                          Transportation ..........................................................................................................................................241
                        Yukon Territory                                29                12                —                5                12
                        Schools by Language Spoken
                        English              10,669                                   6,562                65          1,875             1,917             CANADIAN CoLLEGE FACuLTY
                        French                3,593                                   2,425                22            581               175
                                                                                                                                                          Total Faculty .................................................................................................................................... 77,280
                        English and French    1,465                                     991                29            362                74             Agriculture and Animal Science ........................................................................................ 1,529
                                                                                                                                                           Allied Health ...................................................................................................................................... 1,468
                         CANADIAN SChooL pErSoNNEL                                                                                                        Business .............................................................................................................................................. 5,365
                                                                                                                                                           Communications ........................................................................................................................... 1,916
                                                                                                                                                           Computer Science ...................................................................................................................... 3,060
                        Canadian school boards                                                                                                             Education ............................................................................................................................................ 3,190
                                                                                                                                            Total
                                                                                                                                                           Engineering ........................................................................................................................................ 3,662
                        All Canadian School Boards/Districts ...................................................................................379        English Language and Literature ..................................................................................... 3,623
                        Canadian Superintendents by Name ....................................................................................768           Fine and Applied Arts ................................................................................................................ 5,283
                                                                                                                                                           Foreign Languages and Literature.................................................................................. 2,516
                        Principal group Totals                                                                                                             General Studies .................................................................................................................................. 281
                                                                                                           English/                                        Interdisciplinary Studies........................................................................................................... 4,438
                        Principals                                                   Total                 Bilingual                      French
                                                                                                                                                           Law .......................................................................................................................................................... 1,263
                        Elementary                                              13,615                    10,605                         3,010             Mathematics ..................................................................................................................................... 2,916
                        Middle                                                       4                         4                            —              Medicine .............................................................................................................................................. 3,059
                        Junior High                                                206                       164                            42             Natural and Physical Sciences .......................................................................................... 6,826
                        Senior High                                              6,050                     4,785                         1,265             Nursing.................................................................................................................................................. 2,231
                        Combined (K-12)                                          3,012                     2,773                           239             Physical Education ...................................................................................................................... 1,687
                        Adult Ed, Special Ed,                                                                                                              Social Sciences........................................................................................................................... 14,554
                         Career & Technical Ed                                     920                       316                           604             Vocational Education................................................................................................................. 4,451
                        Total                                                   23,807                    18,647                         5,160            Department Chairs ........................................................................................................................... 2,484
                                                                                                                                                          Deans and Administrators.......................................................................................................... 1,253
                                                                                                                                                          College Librarians .................................................................................................................................. 650
                        1
                            Includes Adult Ed, Special Ed, and Career & Technical Ed Schools.


                   24                                                                                                                                                                           mdr run counts or order at www.schooldata.com
                                                                                                   EduCaToR buYERs



            117,349                                   494,695
    school administrator buyers             Teachers by grade-level buyers



              75,783                                  635,969
        Past 12-month buyers                   Educators at home buyers



            112,434                                  258,353
              book buyers                             Multibuyers


Q: we’ve been asked to make our campaigns more productive and affordable. any suggestions?
a: Save money and increase effectiveness by concentrating on proven buyers. With MDR’s Educator Buyers you can select teachers,
   administrators, and librarians who have opened, read, and responded to educational offers. Be sure to choose Power Buyers to
   reach educators with the greatest likelihood to respond to your offers; they’ve purchased in the past year and are located in schools
   with robust activity. Also remember that buyers can be reached at their school or home address for your multi-channel campaigns.


 EDuCATor buYErS
buyer Types
                                                        Total           Elem      Middle/Jr High    Senior High    Power Buyers    At Home




                                                                                                                                                  EduCaToR buYERs
Book Buyers                                        112,434           61,376            20,146        23,376            4,693       74,029
Classroom Materials Purchasers                     204,860          162,036            20,425        12,320           23,468      133,142
Educators as Sales Agents                          254,713          218,737            12,157         9,831           14,694      170,668
Multibuyers                                        258,353          193,068            28,290        23,238           26,081      172,587
Recency of Purchase
  Past 6-Month Buyers                                25,531          16,258             3,722          4,185          16,951       16,234
  Past 12-Month Buyers                               75,783          53,306             9,000          9,166          54,110       45,844
Video/Multimedia Buyers                               8,306           2,856             1,169          3,616             894        5,286

buyers by Job Title
                                                       Total            Elem      Middle/Jr High    Senior High   Power Buyers     At Home
School Administrators                              117,349           69,511           18,901         19,983           12,612       74,784
Principals                                          50,696           33,363            7,034          6,049            2,186       32,954
Assistant Principals                                11,829            5,878            2,210          2,907              590        7,860
Librarians                                          40,264           23,321            6,858          7,617            8,922       25,721
Guidance Counselors                                  9,329            4,278            1,896          2,232              337        8,754
Teachers                                           758,220          506,428           93,461        113,388           41,010      499,783
Grade-Level Teachers                               494,695          409,125           50,780         12,048           27,448      328,615
Pre-Kindergarten                                    12,128           10,899               19             25              696        8,052
Kindergarten                                        70,450           67,019               25             11            4,537       46,834
Pre-First Grade                                        195              168               —              —                12          122
Grade 1                                             77,789           74,400                4             —             4,904       51,864
Grade 2                                             76,613           73,429                1             —             4,510       51,122
Grade 3                                             67,261           64,362                2             —             3,547        4,970
Grade 4                                             56,985           53,995              313             —             3,075       37,896
Grade 5                                             49,874           45,124            2,370             —             2,555       33,170
Grade 6                                             32,960           15,850           14,871             —             1,614       21,565
Grade 7                                             25,931            6,090           17,358            874            1,221       16,808
Grade 8                                             25,232            6,066           16,720            938            1,160       16,463
Grade 9                                              3,435               40              264          2,717               87        2,228
Grade 10                                             2,470               —                —           2,154               56        1,563
Grade 11                                             2,467               —                —           2,170               50        1,592
Grade 12                                             2,189                1               —           1,906               31        1,425
Subject Area Teachers                              327,427          116,780           78,687        106,210           16,218      171,168
Art                                                  6,600            3,109            1,054          1,793              308        4,276
 Art Dept Chairs                                       483               42               43            332               25          303
Career & Technical Education                        12,834              800            1,954          8,235              375        8,156
 Career & Technical Education Dept Chairs              207                1                9            160                4          132



Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                       25
                       EduCaToR buYERs



                       Continued: buyers by Job Title
                                                                        Total     Elem   Middle/Jr High         Senior High    Power Buyers      At Home
                       Computer Science                               17,445    10,866        2,540               2,796             1,506       11,000
                        Computer Science Dept Chairs                     156        —            —                  117                 2           92
                       English and Reading                            82,993    28,070       22,961              26,113             4,241       54,421
                        English Dept Chairs                            4,833       137          737               3,396               153        3,178
                        English/Language Arts                         52,518     8,497       17,427              22,333             2,351       34,747
                        Reading                                       22,862    11,739        7,778               2,236             1,352       14,949
                        American Literature                            1,054       117           39                 739                27          652
                        Humanities                                       962       161          253                 425                36          652
                        Journalism                                     2,263        11          150               1,854                46        1,522
                        Literature                                     4,686       622          764               2,819               225        3,019
                        Reading Recovery                               1,729     1,675           —                   —                117        1,084
                        Reading/Literacy Coaches                       3,306     2,635          332                 175               192        2,140
                        Remedial Reading                               7,896     5,991        1,044                 543               557        5,000
                        Speech/Debate                                  1,955         8          177               1,510                —         1,279
                        Spelling                                         624       478           82                   2                34          378
                        Writing/Composition                            3,835       617          444               2,403               141        2,478
                        AP English                                     1,347         2           18               1,203                23          889
                       Fine Arts                                       4,131       459          578               2,573               114        2,708
                        Fine Arts Dept Chairs                            392        14           16                 293                 8          255
                       Foreign/World Languages                        11,032     1,881        1,848               6,026             1,031        7,142
                        Foreign/World Languages Dept Chairs              922        29           69                 698                81          580
                       Mathematics                                    37,805    12,945       11,790               9,688             1,850       24,827
                        Mathematics Dept Chairs                        2,660       166          567               1,590                71        1,767
                        Mathematics                                   26,281     9,292        9,684               4,969             1,315       17,337
                        Pre-Algebra                                    1,720        97          977                 422                65        1,110
                         Algebra                                       5,723       217        1,393               3,421               229        3,756
                         Pre-Calculus                                    928         1            3                 751                25          600
                         Calculus                                      1,114        —             2                 924                23          726
EduCaToR buYERs




                         General Math                                    867       113          368                 281                44          552
                         Geometry                                      2,702        16          169               2,078               107        1,756
                         Math Coaches                                  1,994     1,625          233                  68               128        1,244
                         Remedial Math                                 3,131     2,173          511                 258               178        2,015
                         Trigonometry                                    809         1            4                 686                34          517
                         AP Mathematics                                  517         1            4                 453                 9          331
                       Music                                          13,305     5,184        2,704               4,262               396        8,498
                        Music Dept Chairs                              1,007        87           85                 680                14          659
                       Physical Education                             11,827     4,440        2,985               3,283               565        7,706
                        Physical Education Dept Chairs                   666        61          123                 409                26          449
                       Science                                        63,994    10,744       17,794              29,398             1,293       41,289
                        Science Dept Chairs                            5,569       221          856               3,772                82        3,614
                        Science Coaches                                1,183       952          106                  60                49          713
                        Biology                                       12,996        93          541              10,841               202        8,310
                        Chemistry                                      6,838        20          138               5,703                97        4,373
                        Earth Science                                  3,741       190        1,040               1,979                63        2,378
                        Environmental Science                          2,246        29          100               1,811                36        1,388
                        General Science                                3,700       525        1,600               1,270               103        2,481
                        Human Anatomy/Physiology                       1,813         1            3               1,510                23        1,124
                        Life Science                                   3,123       234        1,426               1,153                55        2,046
                        Physical Science                               4,266       200        1,227               2,338                71        2,750
                        Physics                                        4,082        —           120               3,324                63        2,574
                        AP Science                                     2,193         1           10               1,993                12        1,467
                       Social Studies/Social Sciences                 28,169     6,944        9,886               8,605             1,302       18,562
                        Social Studies Dept Chairs                     1,887        75          359               1,244                52        1,264
                        Social Studies                                17,333     5,676        7,438               3,015               854       11,525
                        Civics/Government                              2,042        42          200               1,451                60        1,312
                        Economics                                      1,272         4           39               1,069                33          852
                        Geography                                      1,733       222          502                 793                67        1,121
                        Psychology                                       687        —             2                 613                24          451
                        Religion                                       1,384       751           23                 272               102          895
                        Sociology/Anthropology                           379        —            —                  331                11          241
                        State/Local History                              582        43          308                 138                28          358
                        U.S. History                                   3,806       159          860               2,274               151        2,422
                        World History/Culture                          2,226        94          374               1,455                94        1,430
                        AP Social Studies                                554         3            3                 507                11          384
                       Special Education/Special Needs                88,570    54,503       13,990              14,129             5,679       57,950
                        Special Education/Special Needs Dept Chairs    2,179       407          436               1,082                93        1,384




                  26                                                                                      mdr run counts or order at www.schooldata.com
                                                                                                        EduCaToRs aT hoME



          3,621,353                                  240,970
      Educators at home names                      Educators at home
                                                    email addresses


              51,526                               2,842,521
         Educators at home                         Educators at home
        past 12-month buyers                         k-12 personnel


              43,562                                 715,594
          Educators at home                        Educators at home
          day care personnel                         college faculty


Q: how can we expand our marketing efforts beyond the school day and school year?
a: MDR’s Educators at Home lets you reach educators outside of the classroom. Linked with MDR’s education database and detailed
   demographic, job title, institution, and buyer selections, Educators at Home improves segmentation of your marketing campaign and
   reaches confirmed educators where they may be more receptive to marketing information and offers.


 EDuCATorS AT hoME
                                                                                                Total             Total            Total Buyers
                                                                       Total               With Email            Buyers             With Email
All Educators at Home                                        3,621,353                     240,970            635,969                72,605




                                                                                                                                                       EduCaToRs aT hoME
K-12 Personnel                                               2,842,521                     196,298            594,893                69,195
 Elementary Personnel                                        1,387,324                     104,079            388,251                47,222
 Middle/Junior High Personnel                                  452,885                      29,868             74,966                 8,296
 Senior High Personnel                                         724,865                      45,240             87,601                 9,187
College Faculty                                                715,594                      44,627             35,109                 3,409
 2-Year College Personnel                                      174,828                      11,801              8,482                   954
 4-Year College Personnel                                      540,766                      32,826             26,627                 2,455
Day Care Personnel                                              43,562                          41              3,240                     1
Public Library Personnel                                        19,676                           4              2,727                    —

Educators at home buyer selects
                                           Total        Total Buyers                                                       Total   Total Buyers
                                          Buyers         With Email                                                       Buyers    With Email
All Buyers                             635,710            72,568               Recency of Purchase
Book Buyers                             88,531            10,981                + Past 6-Month Buyers                   17,825          1,709
Multibuyers                            181,116            24,867                + Past 12-Month Buyers                  51,526          5,315

k-12 grade Teachers by Job Title
                                                                                            Total               Total              Total Buyers
                                                              Total                    With Email              Buyers               With Email
All K-12 Personnel at Home                             2,842,521                       196,298               594,893                  69,195
Teachers New to the Job                                  155,059                        12,632                46,331                   5,403
Pre-Kindergarten Teachers                                 37,089                         2,735                 8,052                   1,002
Kindergarten Teachers                                    112,831                        11,444                46,857                   6,445
Pre-First Grade Teachers                                     320                            23                   122                      11
Grade 1 Teachers                                         119,772                        11,578                51,887                   6,751
Grade 2 Teachers                                         116,231                        11,505                51,135                   6,639
Grade 3 Teachers                                         113,562                        10,422                44,990                   5,626
Grade 4 Teachers                                         104,924                         9,494                37,904                   4,754
Grade 5 Teachers                                         102,118                         9,028                33,185                   4,062
Grade 6 Teachers                                          86,898                         7,204                21,573                   2,612
Grade 7 Teachers                                          75,541                         5,794                16,821                   1,885
Grade 8 Teachers                                          73,684                         5,819                16,477                   1,895
Grade 9 Teachers                                          12,582                           937                 2,228                     230
Grade 10 Teachers                                          8,924                           601                 1,564                     140
Grade 11 Teachers                                          8,455                           691                 1,592                     167
Grade 12 Teachers                                          7,389                           606                 1,425                     153
AP Teachers                                               14,883                         1,395                 3,263                     375
Head Teachers                                              2,255                           295                 1,034                     161
Head Start Teachers                                        1,329                            79                   147                      17
Lead Teachers                                              6,845                           713                 2,997                     400
Team Leaders                                               2,114                           234                   578                      84


Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                            27
                         EduCaToRs aT hoME



                         k-12 subject Teachers by Job Title
                                                                                                                  Total           Total       Total Buyers
                                                                                                  Total      With Email          Buyers        With Email
                         District Administrators                                               88,480          6,651           15,393             1,652
                         Principals                                                           113,983          8,393           40,823             3,957
                         Art                                                                   51,409          3,693            4,280               496
                         Career & Technical Education                                          96,066          7,582            8,161             1,005
                         Computer Science                                                      65,386          5,702           11,004             1,522
                         English and Reading                                                  214,785         17,362           54,447             6,768
                         Fine Arts                                                             23,456          1,521            2,709               302
                         Foreign/World Languages                                               61,187          4,279            7,145               815
                         Guidance/Student Services                                            111,310          6,597            8,759               955
                         Library/Media Specialists                                             60,300          5,055           25,735             3,092
                         Mathematics                                                          167,613         12,652           24,838             2,887
                         Music                                                                 67,276          4,958            8,499               862
                         Physical Education                                                   109,674          7,726            7,712               886
                         Science                                                              140,807         10,196           41,298             4,056
                         Social Studies/Social Sciences                                       145,397          9,909           18,572             2,018
                         Special Education/Special Needs                                      346,493         22,421           57,981             7,062

                         k-12 demographic selections
                                                                                                                  Total           Total       Total Buyers
                                                                                                  Total      With Email          Buyers        With Email
                         Age (Order within specified ranges only.)
                         18-34                                                                555,211         22,499          100,999            7,655
                         35-44                                                                750,253         44,158          156,238           15,555
                         45-54                                                                780,198         62,908          165,813           22,162
                         55-64                                                                597,135         58,623          137,345           21,242
                         65+                                                                  121,049          6,361           22,367            1,947
EduCaToRs aT hoME




                         Gender
                         Male                                                                  692,514        36,909           81,673            6,904
                         Female                                                              2,090,267       154,653          503,874           60,954
                         Household Income (Order within specified ranges only.)
                         Under $15,000                                                        107,516          3,823           18,985            1,283
                         $15,000-$24,999                                                      119,414          4,320           21,101            1,447
                         $25,000-$34,999                                                      151,008          4,790           26,347            1,572
                         $35,000-$49,999                                                      282,941         11,446           50,685            3,725
                         $50,000-$74,999                                                      731,649         48,613          148,221           16,857
                         $75,000-$99,999                                                      612,576         49,310          132,665           17,390
                         $100,000-$149,999                                                    526,957         43,115          117,932           15,579
                         $150,000+                                                            365,810         30,793           83,395           11,294
                         Unknown                                                                7,696            111            1,491               41
                          Household Interests
                         Charitable Contributors                                               775,522        77,550          179,606           28,446
                         Home Ownership                                                      2,329,298       183,929          501,676           64,971
                         Investors                                                             677,367        68,484          155,078           24,882
                         Online Purchasers                                                   1,680,753       151,395          388,952           55,243
                         Travel Interest                                                       967,713        94,614          223,042           34,577
                         LifestyleNE Indicator
                         Urban                                                                 431,040        17,606           72,345            5,554
                         Suburban                                                              848,120        56,593          172,185           19,611
                         Second City                                                           530,449        35,208           99,461           11,421
                         Town and Country                                                    1,096,088        86,930          256,865           32,609
                         Marital Status
                         Married                                                             1,873,927       152,032          409,127           54,462
                         Metro Status
                         Urban                                                                 865,667        48,158          154,792           15,121
                         Rural                                                                 644,967        53,841          154,295           20,243
                         Suburban                                                            1,269,896        86,462          265,304           31,123
                         Presence of Children (Children by Age and Gender also available.)
                         Households With Children                                            1,252,044        89,695          260,676           31,798
                         Telephone Numbers
                         Telephone Numbers                                                    354,040         21,432           66,609             6,987




                    28                                                                                    mdr run counts or order at www.schooldata.com
                                                                                                                   sChooL PERsoNNEL



               5,050,929                                              175,934
                 k-12 personnel                                  district administrators



                 194,033                                              922,549
                    Principals                              Teachers new to their schools



                   91,797                                             324,677
          Library/media specialists                                       k-12 coaches



Q: we have a highly specialized curriculum product. how can we add more precision to our marketing campaign?
a: Use MDR to identify specific personnel titles that have interest in your product. Target school personnel by title and other detailed
      selections or consider targeting new teachers (who tend to buy more) with selections such as teachers new to the profession, new to
      their schools, and new to their jobs.


 pErSoNNEL bY ExpErIENCE                                                                  CoAChES
                                                                Middle/          Senior
                                   Total1          Elem         Jr High           High    district-Level Personnel
New Teachers




                                                                                                                                                                      sChooL PERsoNNEL
                                                                                                                                                         Total
New to the Profession          48,090          28,897          8,261            8,563     Athletic Directors                                          9,883
New to Their Schools          922,549         468,392        157,000          225,428     Physical Ed/Health Supervisors                              2,066
New to Their Jobs             241,884         157,592         59,600           12,158
                                                                                          school-Level Personnel
 Years at a School                                                                                                            Total   Boy’s Team   Girl’s Team
New on Board                                                                              Athletic Directors                15,034     14,035       13,808
 (First Year)                 922,549         468,392        157,000          225,428     Athletic Directors – Jr High       9,752         —            —
Pace Setters                                                                              Athletic Trainers                  8,768         —            —
 (2-4 Years)                1,942,896         981,165        317,481          478,317     Badminton Coaches                    509        189          460
In the Know                                                                               Baseball Coaches                  20,616         —            —
 (5-10 Years)               1,196,348         604,211        199,400          314,157     Basketball Coaches                56,407     29,313       28,505
Tried and True                                                                            Booster Club Presidents            2,394         —            —
 (Over 10 Years)              834,332         427,030        122,409          221,004     Bowling Coaches                    3,130      2,323        2,265
                                                                                          Cheerleading Coaches              20,525         —            —
Highest Degree Level                                                                      Crew Coaches                         284        284           —
Bachelor’s           913,688                  469,547        170,096          236,975     Cross-Country Coaches             21,133     16,855       16,550
Master’s             818,126                  396,244        155,995           23,917     Dance/Pom Pom Coaches              4,292         —            —
Doctorate             16,018                    5,529          3,030            6,775     Drill Team Coaches                 3,503         —            —
                                                                                          Fencing Coaches                      195        195           —
                                                                                          Field Hockey Coaches               2,445         —            —
                                                                                          Football Coaches                  26,364         —            —
     neW!                                                                                 Golf Coaches
                                                                                          Gymnastics Coaches
                                                                                                                            19,276
                                                                                                                             1,439
                                                                                                                                       14,956
                                                                                                                                          190
                                                                                                                                                    10,821
                                                                                                                                                     1,339
                                                                                          Ice Hockey Coaches                 2,105      1,649          492
                                                                                          Lacrosse Coaches                   4,943      2,636        2,345
 houSEhoLD DEMoGrAphICS                                                                  Rifle Coaches                        638        638           —
                                                                                          Rugby Coaches                        144        122           35
Now available for at-school names! Use the at-home personal                               Skiing Coaches                       844        780          309
demographics to select educator names for campaigns to the school
                                                                                          Soccer Coaches                    25,162     14,182       13,273
address. These selections are useful for products purchased by teacher
out-of-pocket funds to target educators that best fit your customer profile.              Softball Coaches                  19,799        130       19,738
See page 28 for available demographics.                                                   Strength & Conditioning Coaches    6,595         —            —
                                                                                          Swimming Coaches                   9,206      7,038        7,342
                                                                                          Tennis Coaches                    16,583     11,291       11,605
                                                                                          Track Coaches                     36,497     23,602       23,167
                                                                                          Volleyball Coaches                24,088      1,987       22,763
                                                                                          Water Polo Coaches                 1,294        854          830
                                                                                          Wrestling Coaches                 13,270         —            —



1
    Includes K-12, Adult Ed, Special Ed, and Career & Technical Ed Schools.


Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                                           29
                                      dIsTRICT PERsoNNEL


                                                                                                                 dIsTRICT ENRoLLMENT

                                                                                                            Under           2,500-                       Email     Buyers at     Educators
                          Job Code                                                          Total1          2,500            9,999        10,000+    Addresses      Districts     at Home
                              superintendents/school boards
                              D01     Superintendents                                    14,537            9,039           3,143          1,114       10,717        5,086         7,128
                              D15     Assistant/Deputy Superintendents                    6,274              728           2,417          2,427        4,628        1,138         3,550
                              D67     School Board Presidents                            13,453            9,377           2,995            891        4,637           22         3,550
                              business Personnel
                              D02     Business/Finance/Purchasing                        13,808            7,917           3,398          1,694       10,054        1,454         7,271
                              D03     Buildings and Grounds                               9,379            5,191           2,921          1,177        6,840          138         5,112
                              D04     Food Services                                       7,598            4,031           2,629            853        5,375          113         3,475
                              D05     Transportation                                      7,821            3,972           2,809            936        5,697          247         4,293
                              D07     Health Services                                     4,073            1,721           1,586            668        2,634          395         1,797
                              D68     Teacher Personnel                                   3,742              624           1,679          1,193        2,904          334         2,080
                              D71     Public Information                                  1,778              156             784            730        1,405          176         1,017
                              D78     Title IX Affirmative Action                         1,340              293             682            340        1,036          215           721
                              D76     Management Information Systems                      1,907              277             755            719        1,425           92         1,067
                              D91     Safety/Security                                     3,640              806           1,949            842        2,715          147         2,074
                              D294    Accountability                                      1,876              697             614            488        1,421          488           945
                              guidance and Testing
                              D36     K-12                                                4,862           2,705            1,386            615        3,300          712         2,129
                              D37     Elementary                                          1,186             979              160             46          694          177           463
                              D38     Secondary                                           1,566           1,260              268             36          975          115           640
                              D69     Testing (Academic)                                  9,584           6,197            2,373            902        6,624        2,604         4,335
                              D77     Testing (Psychological)                             2,438             637              945            566        1,684          492         1,158
                              D79     Student Personnel Services                          2,640             492            1,153            927        1,992          396         1,433
                              D83     Substance Abuse Prevention                         10,057           6,987            2,145            648        6,808        2,123         4,316
                              D85     AIDS Education                                      4,940           3,047            1,271            468        3,326          741         2,140
dIsTRICT PERsoNNEL




                              D270    Character Education Directors                       3,825           2,608              881            313        2,553        1,006         1,659
                              D88     At-Risk Coordinators                                7,137           4,278            1,851            745        4,805        1,724         3,250
                              D90     Social Work                                         1,554             311              807            413        1,138          248           765
                              D93     Parental Involvement                                1,441             470              550            392        1,000          345           688
                                      Guidance Unduplicated Total                        34,093          19,636            9,153          4,279       23,084        6,973        15,265
                              federal Programs
                              D11  Federal Program Directors                             10,186            5,680           2,945            953        7,146        3,571         4,900
                              D12  College and Career Ready (Title I)                     4,401            2,989             984            360        2,967        1,595         1,967
                              D296 Improving Teacher Quality (Title II)                   1,691              968             589            145        1,251          650           821
                              D13  School Choice and Innovative
                                   Programs (Title V)                                     1,579             968              495            109        1,086          574           752
                              D57 Bilingual/ELL                                           7,621           4,388            2,395            778        5,115        2,348         2,222
                              D84 E-Rate Administrators                                   5,116           3,448            1,255            404        3,782          789         2,496
                              D271 Migrant Education                                      4,137           2,339            1,246            488        2,879        1,280         1,843
                              D298 Grant Writers/Partnerships                             1,415             362              567            443        1,009          391           714
                                   Federal Programs Unduplicated Total                   22,345          15,902            7,430          2,906       15,200        6,878        10,201
                              Technology/Media
                              D73     Technology/Computer Coordinators                   12,681           7,959            3,024          1,114        7,947        1,176         5,845
                              D16     Instructional Media Services                       10,437           6,570            2,688            868        6,773        3,464         4,975
                              D82     Video                                               2,774           1,686              794            276        1,833        1,039         1,374
                              D295    Network System Administrators                       3,775           2,474            9,625            332        2,385          214         1,769
                              D297    Webmasters                                          1,247             567              469            194          859          101           643
                                      Technology/Media Unduplicated Total                22,676          14,444            5,602          2,095       14,418        4,501        10,588
                              special and Remedial Education
                              Special Ed
                              D58 K-12                                                   10,074            5,643           2,844            980        6,687        2,499         4,413
                              D59 Elementary                                              1,552            1,184             258            105          961          336           603
                              D60 Secondary                                                 659              434             137             80          455          111           260
                              Remedial Reading
                              D54 K-12                                                    1,770              897             616            249        1,236          824           799
                              D55 Elementary                                                201              121              39             41          123           79            90
                              D56 Secondary                                                  48               23              13             12           28           12            20
                                   Special/Remedial Ed Unduplicated Total                14,053            8,138           3,833          1,457        9,314        3,764         6,074
                              Curriculum supervisors
                              D70     Research and Development                              659               14             170            419          515          124           375
                              D34     Early Childhood Ed                                  3,485            1,301           1,262            662        2,404        1,086         1,691
                              D30     Adult Ed                                            1,968              565             821            441        1,261          249         1,006
                              D81     Gifted/Talented                                     2,810              822           1,231            625        1,922          955         1,329
                              D274    Before- and After-School Coordinators               3,967            2,138           1,200            618        2,466          973         1,832




                          1
                              Total includes Catholic Diocese Offices, State Departments, County Superintendents, and Regional Centers.


                     30                                                                                                                    mdr run counts or order at www.schooldata.com
                                                                                                                                      DISTRICT PERSONNEL




                                                                                       DISTRICT ENROLLMENT

                                                                                   Under          2,500-                      Email    Buyers at    Educators
    Job Code                                                        Total1         2,500           9,999        10,000+   Addresses     Districts    at ome     H
      D72      Summer School                                      1,604             569            690            342       1,139         522          807
      D273     Teacher Mentors                                    5,549           3,189          1,708            631       3,840       1,812        2,574
      D74                          Tr
               In-Service aining/Staff           ment
                                                 Develop          3,468           1,079          1,229            718       2,491       1,181        1,714
      D92      Magnet School                                        783             297            247            221         578         230          373
      D89      Multicultural Curriculum                             523              53            222            234         381         188          259
      D275     New! RtI Coordinators                              1,525             967            417            130       1,084         402          620
      D285     New! STEM Coordinators                               132              18             35             75          93          44           50
     Core Subject Curriculum
      Curriculum/Instruction
      D08 K-12                                                    8,484           4,491          2,520          1,025       5,945       3,141        4,123
      D09 Elementary                                              3,436           2,065            752            606       2,364       1,484        1,653
      D10 Secondary                                               2,318           1,170            582            545       1,679         599        1,147
      English/Language Arts
      D48 K-12                                                      895             251            342            260         635          420          452
      D49 Elementary                                                127              13             31             80          91           66           71
      D50 Secondary                                                 149              24             42             82         107           66           79
      Reading
      D51 K-12                                                    1,717             689            623            337       1,192          789          808
      D52 Elementary                                                275             114             59             96         189          123          128
      D53 Secondary                                                 100              31             22             45          66           41           53
      Mathematics
      D45 K-12                                                      909             198            338            300         626          346          462
      D46 Elementary                                                142              12             40             85          96           63           81
      D47 Secondary                                                 159              23             44             89          99           42           88
      Science




                                                                                                                                                                         DISTRICT PERSONNEL
      D42 K-12                                                      790             127            268            317         527          384          392
      D43 Elementary                                                 90               8             27             51          59           42           54
      D44 Secondary                                                 108              24             35             46          67           38           50
      Social Studies
      D39 K-12                                                      574              78            202            261         404          230          293
      D40 Elementary                                                 55               2             17             35          40           26           36
      D41 Secondary                                                  95              21             28             46          66           31           45
     Non-Core Curriculum
      Art
      D20 K-12                                                      651              67            215            336         467          136          318
      D21 Elementary                                                 34              17              6             11          22            7           13
      D22 Secondary                                                  22              11              7              4          14            3            7
      Music
      D23 K-12                                                      685              85            258            311         479          120          351
      D24 Elementary                                                 40              14             10             16          27            7           17
      D25 Secondary                                                  24              10             11              3           9            1            6
      Foreign/World Languages
      D61 K-12                                                      543              60            162            292         370          164          265
      D62 Elementary                                                 17               4              5              8          12            5           11
      D63 Secondary                                                  55              18             23             14          34            9           27
      Religious Ed
      D64 K-12                                                        75              4              33             38          64           2           38
      D65 Elementary                                                   8              5               2              1           6           —            6
      D66 Secondary                                                    2              —               1              1           2           —            2
      Other
      D35 Health/Phys Ed                                          2,066             800            803            402       1,320          232       1,036
      D80 Driver Ed/Safety                                          802             140            455            179         551           73         418
      D06 Athletic Directors                                      9,883           6,525          2,677            676       6,461          481       4,722
     Career & Technical Education
      D27 Career & Technical Ed                                   3,716         15,852           1,142            669       2,384          577       1,771
      D28 Technology Ed                                             362            108             171             65         243           37         171
      D29 Family/Consumer Sciences                                  365            208             110             31         233           27         145
      D26 Business Ed                                               275             85             130             44         186           32         126
      D75 Marketing/Distributive Ed                                 554            123             243            132         399           96         288
      D95 Tech Prep Coordinators                                  1,174            199             604            318         793          128         606
      Career Ed/School-to-Work
      D31 K-12                                                    4,852           2,749          1,180            610       3,244          783       2,142
      D32 Elementary                                                 58              44              9              5          34           16          21
      D33 Secondary                                                 244             157             56             27         165           17          92
           Career & Technical Education
           Unduplicated Total                                    10,439           4,778          2,797          1,204       6,868       1,475        4,774

1
    Total includes Catholic Diocese Offices, State Departments, County Superintendents, and Regional Centers.


TOLL-FREE: 800.333.8802 CONNECTICUT + CHICAGO + DENVER                                                                                                              31
                                       MDR’S UNIVERSE OF TEACHER NAMES


                                                                                                                                                                    New Teachers
                                                                                                               Middle/        Senior    Combined          Email          2010-11    Buyers at   Educators
                                       Job Description                             Total1   Elementary         Jr High         High        (K-12)     Addresses      School Year2     School     at Home

                                           Principals
                                           Principal Totals                      194,033         93,004        31,319         48,165       15,416         132,728         34,584      62,513     108,915
                                            Principals                           114,222         66,389        14,744         20,376        8,432          75,527         19,208      49,275      64,127
                                            Assistant Principals                  75,399         26,100        16,577         27,624        3,326          53,941         14,767      11,829      42,349
                                            Elementary Principals                  1,777            269            —              —         1,476           1,256            233         786         981
                                            Middle/Jr High Principals              1,164            264            —              86          795             936            173         367         663
                                            Secondary Principals                   1,725             —             —              87        1,605           1,255            239         315         958

                                           Teachers by Grade
                                           Grade Teacher Totals                1,786,035      1,283,207       285,924       124,604        88,302     1,323,040          319,010     494,695     975,610
                                            Pre-Kindergarten                      66,559         60,078           144           270         5,411        41,891           12,067      12,128      35,860
                                            Kindergarten                         192,023        182,683           145           110         8,891       141,332           27,005      70,450     106,808
                                            Pre-First Grade                          561            501            —             —             58           433               46         195         307
                                            Grade 1                              201,293        192,557            —             —          8,498       148,563           26,451      77,789     113,690
                                            Grade 2                              194,347        185,788            —             —          8,325       143,846           23,696      76,613     110,463
                                            Grade 3                              191,428        182,827            —             —          8,326       141,934           24,828      67,261     107,559
                                            Grade 4                              177,852        168,018         1,208            —          8,328       131,925           24,299      56,985      99,859
                                            Grade 5                              174,142        156,137         9,014            —          8,677       128,582           24,739      49,874      97,369
                                            Grade 6                              149,029         63,522        75,052            —         10,132       109,224           20,573      32,960      83,609
                                            Grade 7                              130,656         25,099        91,594         4,729         8,934        96,674           17,824      25,931      73,096
                                            Grade 8                              126,097         24,009        87,872         5,333         8,590        93,084           16,092      25,232      71,278
                                            Grade 9                               21,522            211         1,530        16,743         2,785        15,656            1,957       3,435      12,273
                                            Grade 10                              15,253             —             —         12,683         2,312        11,255            1,307       2,470       8,676
                                            Grade 11                              14,110             —             —         11,822         2,022        10,277              926       2,467       8,264
MDR’S UNIVERSE OF TEACHER NAMES




                                            Grade 12                              12,391             —             —         10,279         1,884         9,103              782       2,189       7,206
                                            Lead Pre-K                             1,241          1,017            —             —            219           787              178         253         701
                                            Lead Kindergarten                      1,834          1,691            —             —            139         1,301               94         810       1,159
                                            Lead Grade 1                           1,642          1,546            —             —             92         1,158               76         759       1,041
                                            Lead Grade 2                           1,587          1,500            —             —             84         1,122               76         739         973
                                            Lead Grade 3                           1,539          1,451            —             —             86         1,084               76         682         959
                                            Lead Grade 4                           1,526          1,430            —             —             89         1,096               70         607         959
                                            Lead Grade 5                           1,418          1,323            27            —             66         1,006               74         535         891
                                            Lead Grade 6                             432            297            91            —             43           314               22         141         246
                                            Ungraded Primary                       1,408          1,226            —             —            115           807              265         153         574
                                            Ungraded Elementary                  142,917        127,612           433            —         14,704       100,897           57,893      17,406      61,946
                                            Ungraded Intermediate                 54,153          1,871        49,428           421         2,294        40,422           23,277       4,318      24,668
                                            Ungraded Secondary                    86,076             —             47        80,466         4,574        64,673           37,095       4,627      41,774
                                            Head Teachers                          3,715          3,704            —             —             —          2,154              135       1,586       2,086
                                            Head Start Teachers                    2,530          2,388            16            33            57         1,498              556         215       1,277
                                            Team Leaders                           3,258             —          3,257            —             —          2,555              172         864       2,097

                                           Art
                                           Art Totals                             92,426         39,629        14,742         29,613        7,289          64,983         12,582       6,600      49,242
                                            Art Dept Chairs                        5,302            363           514          3,722          671           3,913            226         483       3,019
                                            Art                                   87,944         39,027        14,452         26,710        6,698          61,618         12,209       6,092      46,699
                                            Art History/Appreciation               1,577             —             26          1,199          339           1,125             79         142         861
                                            Craft                                  2,226            554           243          1,300          114           1,702            145         283       1,341
                                            Photography                            2,692             50           155          2,053          349           2,095            253         200       1,552
                                            AP Art3                                  767             —             —             706           45             620             18          52         490

                                           Computer Science
                                           Computer Science Totals               123,725         54,606        20,564         34,667       10,482          79,365         13,577      18,389      65,259
                                            Computer Science Dept Chairs           1,616             —             25          1,196          362           1,168             68         156         867
                                            Computer Science                      43,202         16,827         8,686         12,667        3,944          29,551          6,491       4,676      23,156
                                            Computer Applications                 10,288            711         2,459          5,855          987           7,368            508         933       5,725
                                            Computer Lab Supervisors              19,199         12,480         2,311          2,517        1,543          11,812          1,755       2,817      10,140
                                            Computer Literacy                      8,111          3,881         1,770          1,543          780           5,078            568       1,167       4,395
                                            Computer Math                            526             25            39            305          123             369             34          58         269
                                            Computer Programming                   2,141             59            64          1,526          352           1,495             98         179       1,171
                                            Computer Technicians                   6,469          2,397         1,301          2,203          356           4,625          1,231         275       3,348
                                            Desktop Publishing                     2,025             —             42          1,620          328           1,305             79         198       1,053
                                            Internet/Website                       2,720             46           126          2,072          391           1,865            140         220       1,511
                                            Multimedia                             2,236             —            183          1,676          280           1,575            161         164       1,182
                                            Networking                             1,194             —             35            824          168             793            138          56         639
                                            Technology Champions                  16,520          9,252         2,847          3,250          756           9,760            292       6,010       9,333
                                            Technology Coordinators               36,511         21,056         4,391          6,817        3,363          21,284          2,483       5,602      18,719
                                            Webmasters                             8,817          4,888         1,035          1,736          875           5,890          1,081       1,551       4,521
                                            AP Computer Science3                     280             —             —             245           18             218             11          23         180

                                           English & Reading
                                           English & Reading Totals              369,107         86,243       108,261       143,596        26,826         279,791         54,235      82,993     205,471
                                            English Dept Chairs                   11,612            342         1,786         7,715         1,664           8,819            566       4,833       6,793
                                            English/Language Arts                264,717         30,850        85,177       125,216        20,287         204,647         38,614      52,518     148,772
                                       1
                                         Total counts include New Teachers; Buyers at School; Adult Ed, Special Ed, and Career & Technical Ed teachers.
                                       2
                                         Includes teachers added since 7/1/10.
                                       3
                                         Advanced Placement Teachers available by specific job function.
                                  32                                                                                          MDR RUN COUNTS OR ORDER AT WWW.SCHOOLDATA.COM
MDR’S UNIVERSE OF TEACHER NAMES
                                                                                                             New Teachers
                                                                 Middle/    Senior   Combined        Email        2010-11    Buyers at   Educators
Job Description                            Total1
                                                    Elementary   Jr High     High       (K-12)   Addresses    School Year2     School     at Home

 Reading                                   80,966      34,113    31,839     10,401      3,862      60,080           10,381     22,862      46,355
 American Literature                        4,261         330       121      3,089        699       3,051              274      1,054       2,402
 Business English                             658          —         12        455        168         426               44        123         354
 Creative Writing                           4,565          87       356      3,370        740       3,362              296      1,148       2,600
 Humanities                                 5,664         657     1,531      2,533        923       4,297              740        962       3,190
 Journalism                                 8,433          86       733      6,414      1,163       6,325              568      2,263       4,715
 Literacy Coordinators                      1,205         701       161        228         94         744              137        436         597
 Literature                                17,328       1,888     2,549     10,673      2,105      13,161            1,074      4,686       9,936
 Reading Recovery                           5,365       5,203        —          —         148       3,718              599      1,729       2,859
 Reading/Literacy Coaches                   9,592       7,235     1,076        739        384       6,411            1,611      3,306       4,816
 Remedial Reading                          21,463      15,277     3,236      1,921        881      15,151            2,953      7,896      12,021
 Speech/Debate                             10,157          49     1,198      7,368      1,527       7,659              888      1,955       5,703
 Spelling                                   1,789       1,345       214         —         211       1,174              204        624         948
 Writing/Composition                       14,934       2,184     1,824      9,326      1,448      11,333            1,028      3,835       8,757
 AP English3                                4,580          —         57      4,096        400       3,613              176      1,347       2,701

Fine Arts
Fine Arts Totals                           41,457       5,842     6,601     23,714      5,000      30,699            5,406      4,131      22,458
 Fine Arts Dept Chairs                      2,414          55       129      1,746        474       1,936              154        392       1,409
 Fine Arts                                 20,023       3,580     2,400     11,939      1,944      14,731            2,794      1,926      10,935
 Dance                                      4,958         772       770      2,768        623       3,716              789        157       2,596
 Drama                                     16,366       1,557     3,474      8,753      2,470      12,140            1,879      1,912       8,812

Foreign/World Languages
Foreign/World Languages Totals            114,115      19,228    18,648     63,234     12,361      84,057           19,857     11,032      58,437
 Foreign/World Languages Dept Chairs        6,418         128       477      4,930        859       5,020              276        922       3,760
 Foreign/World Languages                   25,428       3,126     3,450     16,481      2,219      19,555            6,784      1,947      12,202
 Chinese                                    1,704         398       260        743        292       1,242              588         70         660
 French                                    15,654       1,649     3,236      8,919      1,805      11,732            1,885      1,748       8,202
 German                                     3,983         156       727      2,802        294       3,075              461        400       2,117
 Italian                                    1,160         118       236        739         58         856              122        106         661
 Japanese                                     854         101        94        554         99         662              117         71         426
 Latin                                      3,961         381       379      2,227        972       3,076              510        256       2,177
 Middle Eastern/Arabic                        270          92        —          65        104         189               65         12         132
 Russian                                      189          35        13        120         20         135               21         15          95
 Sign Language                              1,072         199        75        647         92         733              184         50         568
 Spanish                                   65,135      13,537    11,389     32,527      7,294      46,818            9,589      6,893      34,072
 AP Foreign/World Languages3               31,653          17        32      1,437        164       1,350               62        169       1,012

Guidance/Student Services
Guidance Services Totals                  205,025      77,603    36,683     71,806     12,673     147,388           37,010     13,966     105,639
 Guidance Dept Chairs                       6,345         265       914      4,304        698       4,635              452        691       3,548
 Guidance Counselors                      121,021      38,526    23,223     48,819      7,596      89,126           20,825      9,329      64,742
 Admissions Directors                       2,878         933        53        642      1,029       2,199              437        292       1,562
 Career Center Technicians                  2,527          19       141      2,007        139       1,974              596        152       1,310
 Conflict Management Instructors              749          97       199        309        112         537               82         99         399
 Counselors/Career & Technical Ed           1,082          —         41        717         71         687               97         81         547
 Counselors/College Placement               3,653          —         —       2,393      1,228       2,768              632        258       1,911
 Counselors/Testing                         1,916         373       186      1,089        164       1,287              327        213         964
 Dean of Students                           9,131       1,142     1,823      4,632      1,315       7,256            1,778        806       5,333
 Dropout Prevention Coordinators            1,476         333       282        652        163         950              179        156         724
 In-School Suspension Directors             4,512         750     1,703      1,879        138       3,744            1,144        141       2,486
 Parental Involvement Coordinators          8,741       5,888     1,096      1,198        367       6,146            1,771        615       4,692
 School Psychologists                      30,454      18,850     4,515      5,185        861      19,588            5,946      1,262      12,900
 Social Workers                            23,913      12,691     3,799      5,252        808      15,922            3,997      1,281      11,719
 Substance Abuse Awareness Coordinators     1,639         462       248        643        231       1,009              238        172         735

Library/Media
Library/Media Totals                      108,947      61,992    17,021     22,439      6,598      74,514           18,158     41,681      57,075
 Library/Media Specialists                 91,797      52,979    13,757     18,335      5,886      60,856           12,393     40,264      48,210
 Library Aides                             19,246      10,458     3,580      4,379        769      15,297            5,841      2,090      10,254

Mathematics
Mathematics Totals                        283,861      47,651    85,233    124,907     22,757     216,043           41,418     37,805     160,884
Mathematics Dept Chairs                    11,946         515     1,975      7,678      1,687       9,086              476      2,660       7,162
Mathematics                               202,485      35,564    72,835     75,664     15,839     154,445           34,601     26,281     113,343
Math Coaches                                7,576       5,436     1,056        644        339       4,747            1,346      1,994       3,765
Pre-Algebra                                11,995         537     6,142      3,751      1,518       8,943            1,029      1,720       6,754
Algebra                                    55,190       1,256     9,421     38,607      5,463      42,381            3,699      5,723      32,662
Advanced Algebra                            1,804          —         60      1,467        266       1,468               78        195       1,109
Pre-Calculus                                9,040          15        23      7,451      1,509       7,121              494        928       5,373
Calculus                                    9,433          —         —       7,845      1,536       7,361              450      1,114       5,534
Applied Math                                1,731          17        98      1,106        498       1,091               98        213         888
Business/Consumer Math                      2,432          —         16      1,592        767       1,650              140        279       1,318
General Math                                4,502         443     1,486      1,993        487       3,313              148        867       2,642
Geometry                                   27,920         169     1,359     22,713      3,438      21,551            1,756      2,702      16,476
Remedial Math                              12,444       6,535     2,722      2,361        727       8,909            1,401      3,131       7,079
Statistics                                  3,363          —         10      2,951        376       2,703              151        362       2,071
Trigonometry                                7,198          10        26      6,107        979       5,349              314        809       4,177
AP Mathematics3                             4,455          11        —       4,042        360       3,634               98        517       2,812

TOLL-FREE: 800.333.8802 CONNECTICUT + CHICAGO + DENVER
                                                                                                                                                     33
MDR’S UNIVERSE OF TEACHER NAMES
                                                                                                                             New Teachers
                                                                        Middle/        Senior    Combined          Email          2010-11    Buyers at   Educators
Job Description                              Total1
                                                       Elementary       Jr High         High        (K-12)     Addresses      School Year2     School     at Home

    Music
    Music Totals                          133,682           67,758       26,930        28,883        9,456          86,317         21,899      13,305      64,195
    Music Dept Chairs                       5,149              611          636         3,224          664           3,619            239       1,007       2,839
    Music                                  35,959           19,179        5,880         7,634        2,880          23,180          8,027       3,275      16,949
    Band Directors                         31,582            8,285       10,246        10,528        2,502          20,580          4,572       3,366      15,214
    Choral Directors                       30,982           11,283        7,696         9,122        2,831          20,761          3,858       3,949      15,940
    General Music                          46,479           37,631        3,873         1,882        2,869          29,466          5,091       4,531      22,931
    Instrumental Music                     16,811            6,442        3,469         5,267        1,613          10,368          2,329       1,641       7,865
    Music Theory/Appreciation               2,580               95          226         1,722          532           1,607            204         367       1,307
    Orchestra Directors                     7,805            2,397        2,859         2,202          346           5,016          1,180         694       3,645
    AP Music3                                 257               —            —            239           13             206             13          46         178

    Physical Education/Health
    Physical Ed Totals                    189,079           67,575       42,437        62,729       13,624         135,056         24,300      11,827     104,025
     Physical Ed Dept Chairs                6,909              674        1,380         4,056          748           5,466            281         666       4,180
     Physical Ed                          160,484           61,653       35,552        50,128       11,572         115,287         20,517       8,621      89,109
     Adaptive Physical Ed                   4,314            1,839          663           912          164           2,651            654         204       2,156
     AIDS Awareness Instructors               932              340          153           297          118             566             56         144         440
     Health                                68,498           13,192       17,696        31,678        4,783          50,729          7,001       6,066      39,538
     Total Coaches                        324,677            4,517       48,369       228,751       41,059         276,064         54,312      16,346      81,672

    Science
    Science Totals                        240,125           31,870       69,823       115,306       20,443         184,056         33,698      63,994     135,347
     Science Dept Chairs                   11,290              457        1,816         7,387        1,544           8,548            419       5,569       6,608
     Science                              144,824           27,312       54,151        49,741       11,957         110,297         26,454      35,561      79,361
     Science Coaches                        3,117            2,278          318           256          201           1,980            388       1,183         955
     Astronomy                              1,719               —            54         1,427          231           1,321            122         443       1,634
     Biology                               37,874              274        1,483        31,238        4,451          28,909          2,707      12,996      21,761
     Chemistry                             26,029               89          519        21,681        3,565          20,185          1,882       6,838      15,053
     Earth Science                         13,567              530        3,362         7,842        1,731          10,298            886       3,741       7,800
     Environmental Science                  7,788              105          296         6,220          975           5,704            493       2,246       4,516
     General Science                       10,511            1,410        4,221         3,796          919           8,028            338       3,700       6,396
     Human Anatomy/Physiology               5,185               —            30         4,257          861           3,874            399       1,813       2,788
     Life Science                           9,954              637        4,715         3,483        1,089           7,402            844       3,123       5,806
     Physical Science                      16,283              539        4,786         8,971        1,866          12,249          1,497       4,266       9,225
     Physics                               16,892               —           495        13,661        2,613          13,165          1,208       4,082       9,769
     AP Science3                            5,346               —            29         4,839          443           4,373            178       2,193       3,330

    Social Studies/Social Sciences
    Social Studies Totals                 242,356           29,128       70,371       116,929       23,413         186,669         30,138      28,169     139,639
     Social Studies Dept Chairs            10,522              265        1,757         7,058        1,357           8,153            398       1,887       6,305
     Social Studies                       129,096           21,618       50,153        47,983        7,879          99,123         19,391      17,333      73,876
     Civics/Government                     21,283              227        1,487        16,220        3,030          15,927          1,377       2,042      12,213
     Current Events                         1,782               30          115         1,263          367           1,262            120         214         945
     Economics                             11,061               47          256         9,129        1,537           8,565            748       1,272       6,504
     Geography                             18,618              935        4,007        11,187        2,328          13,811          1,352       1,733      10,941
     History                               28,172            1,816        8,013        13,835        4,108          22,685          3,417       2,696      16,367
     Law                                    1,748               —            18         1,506          215           1,291            104         162       1,011
     Minorities                               480               23           41           362           49             342             47          34         257
     Philosophy                               433               —            —            333           93             355             33          49         245
     Psychology                             6,773               —            21         5,960          746           5,326            364         687       4,024
     Religion                              15,635            4,635          262         6,232        4,487          11,830          2,517       1,384       8,268
     Sociology/Anthropology                 4,089               —            —          3,606          456           3,242            220         379       2,452
     State/Local History                    5,925              311        2,997         1,773          824           4,072            367         582       3,427
     U.S. History                          37,978              931        7,082        24,814        4,753          28,744          2,007       3,806      22,634
     World History/Culture                 27,050              502        3,096        20,066        3,112          20,464          1,798       2,226      15,615
     AP Social Studies3                     5,709               —            43         5,249          392           4,724            204         554       3,630

    Special Education/Special Needs
    Special Ed Totals                     612,794         329,325        99,559       126,122       18,977         449,467        126,399      88,570     325,801
     Special Ed Dept Chairs                 8,956           1,812         1,721         4,275          611           6,272          1,016       2,179       4,844
     Teachers/Special Ed                  253,489         107,424        46,349        71,047        8,478         182,951         53,873      36,218     134,437
     Teachers/Emotionally Challenged       15,760           6,349         3,136         3,917          591          11,685          2,248       2,867       8,931
     Teachers/Gifted Student               28,696          17,413         6,283         4,076          844          20,409          5,050       6,965      15,176
     Teachers/Learning Differences         33,989          16,955         6,358         8,555        1,359          24,954          2,733       9,237      19,926
     Teachers/Mentally Challenged          16,411           6,895         2,765         4,485          474          11,755          1,505       3,382       9,509
     Teachers/Physically Challenged         5,556           2,576           729         1,254          130           3,176            641         897       3,217
     Teachers/Severely Challenged           1,629             781           264           386           —            1,257            366         171         898
     Title I                               19,841          16,865         1,324           743          826          13,571          3,834       5,831       9,773
     Title I Math                           2,680           2,052           345           114          154           1,787            388         820       1,389
     Title I Reading                        7,966           7,022           474           162          286           5,587            851       3,183       4,177
     Autism Specialists                     6,549           4,195           879           850          108           4,886          1,325         756       3,555
     Early Childhood Special Needs         21,463          17,466           549           906          770          15,536          3,528       3,233      11,967
     Hearing Specialists                    7,319           3,401           887         1,205          108           5,102          1,426         766       3,564
     Life Skills                            8,565           1,424         2,483         3,712          621           6,337          1,325         923       4,588
1
  Total counts include New Teachers; Buyers at School; Adult Ed, Special Ed, and Career & Technical Ed teachers.
2
  Includes teachers added since 7/1/10.
3
  Advanced Placement Teachers available by specific job function.

34                                                                                    MDR RUN COUNTS OR ORDER AT WWW.SCHOOLDATA.COM
MDR’S UNIVERSE OF TEACHER NAMES
                                                                                                          New Teachers
                                                                Middle/    Senior Combined        Email        2010-11    Buyers at Educators
Job Description                           Total1
                                                   Elementary   Jr High     High     (K-12)   Addresses    School Year2     School   at Home

 Occupational Therapists                  11,210        8,688      681        460       190      6,633           2,877         552     4,922
 Physical Therapists                       6,032        4,324      332        354       152      3,406           1,416          95     2,648
 Resource                                 66,452       37,672   12,816     12,877     2,517     49,323          10,335      13,810    36,602
 Special Needs Aides                      86,783       49,149   14,263     17,118     1,572     73,600          26,147       1,038    48,371
 Speech/Language Pathologists             57,006       43,775    5,813      3,524     1,404     37,464          11,085       7,539    27,580
 Visually Impaired Specialists             2,399          919      261        430        52      1,605             503         184     1,183

 Career & Technical Education
 Career & Technical Ed Totals            169,983        6,303   25,791    104,511    11,249    125,184          23,647      12,898    92,400
  Career & Technical Ed Dept Chairs        2,056           12      151      1,518       210      1,450             111         207     1,110
    Career & Technical Ed                  4,023          151      366      1,844       142      2,607             394         246     2,238
    Career Education                       7,096           15    1,720      4,568       458      5,335             882         625     3,985
    Criminal Justice Teacher                 834           —        —         637        19        636             166          36       477
    Health Occupations                     6,428           —        26      3,782       137      4,770           1,045         655     3,576
    Marketing/Distributive Ed              5,928           —        54      5,083       241      4,646             472       1,487     3,636
  Business/Office Ed Dept Chairs           2,758           —        77      2,455       146      2,130             117         441     1,621
    Business/Office Ed                    32,522          528    3,103     25,412     2,112     24,644           3,778       3,006    18,550
    Accounting                             6,427           —        —       5,145     1,107      4,760             298         678     3,594
    Business Law                           1,299           —        —       1,151       108        976              48         133       805
    Keyboarding/Typing                    11,451        1,660    3,106      5,048     1,482      7,719             735       1,231     6,278
    Personal Finance                       2,046           —        47      1,636       292      1,472             217         235     1,135
    Word Processing                        2,397           39      140      1,740       392      1,743              83         236     1,359
  Family/Consumer Sciences Dept Chairs     1,872           —       256      1,448       104      1,441              74         250     1,062
    Family/Consumer Sciences              23,708          622    6,549     14,419     1,587     17,551           2,890       1,980    12,828
    Child Development                      6,586           —        55      5,383       630      4,783             432         644     3,529
    Consumer Economics                       219           —        35        158        25        162              —           24       119
    Culinary Arts                          4,478          165      257      2,718       325      3,159             444         207     2,464
    Food/Nutrition                         6,713           94      928      4,942       600      4,852             478         524     3,613




                                                                                                                                                     MDR’S UNIVERSE OF TEACHER NAMES
  Technology Ed/Trade Dept Chairs          2,757           52      331      1,864       206      2,111             209         208     1,611
    Technology Ed/Trade                   48,411        2,811    9,763     26,831     2,457     36,735           9,140       2,830    26,824
    Agriculture Ed                        11,212          177      864      8,365     1,258      8,190           1,414         860     5,447
    Auto Mechanics/Repair                  4,859           —        11      2,702       219      3,596             442          80     2,664
    Cloth/Textiles                         1,186           —       149        903        87        868              63          78       668
    Commercial Art                           644           —        20        451        49        491              52          36       358
    Construction Trades                    5,446           —       117      3,241       369      3,950             451         101     3,020
    Co-Op/Work Experience                  3,596           —        24      2,818       235      2,623             532         410     1,879
    Cosmetology                            1,654           —        —         668        33      1,167             212          31       881
    Drafting                               4,643           —       168      3,614       392      3,560             239         141     2,602
    Electronics                            1,527           —        32        903        65      1,104              94          46       901
    Engineering                            2,931           54      350      2,086        82      2,276             333         146     1,711
    Graphic Arts                           3,025           11      196      2,166       240      2,365             305         119     1,715
    Horticulture                           1,972           20       86      1,361       224      1,374             184         166       943
    Manufacture/Processing                 1,192           —       142        786        65        949              52          31       714
    Media Communications                   3,116           —       456      2,224       227      2,427             367         251     1,739
    Metalwork                              1,701           —       166      1,179       151      1,246              88          46       901
    Welding                                2,091           —        —       1,274       217      1,432             188          51       947
    Woodworking                            4,376           72      722      2,885       528      3,241             256         117     2,305

 Other Teaching Staff
 Other Teaching Staff Totals             124,433       63,002   18,547     32,464     5,731     83,188          18,965      18,337    68,450
  At Risk/Alternative                     17,008        1,377    4,189      9,088     2,285     10,585           2,272       1,663     8,897
  Basic Skills                             5,032           —        —         775       253      2,345           1,654         152     2,121
  Bilingual Ed                            38,275       32,242    2,758      2,877       250     24,834           4,946       5,954    22,645
  Driver Ed                                6,487           45      136      5,552       679      4,786             428         333     3,578
  ELL                                     44,877       26,332    7,452      8,956       832     31,532           7,596       7,219    23,973
  Hospital/Homebound                       1,493          478      236        512       140        758             219         100       697
  Study Skills                             8,465          512    3,186      3,900       820      5,770             688       1,463     4,887
  Teacher Mentors                          6,477        3,820    1,023      1,181       354      4,312           1,169       1,993     3,737

 Other Key Personnel
 Other Key Personnel Totals              594,938     341,042    90,118    122,695    31,571    459,785         164,668      33,673   304,529
  Before-/After-School Coordinators        9,235       7,590       525        200       850      5,333           1,575         835     4,439
  Cafeteria Managers                      61,985      38,787     9,105      9,931     3,536     38,582          10,136         277    31,022
  New! Community Service Coordinators      1,049         150       101        529       228        838             302          87       318
  Curriculum Coordinators                  9,563       4,941     1,257      2,165       863      5,766           1,168       3,164     5,076
  Custodial Personnel                    113,437      64,214    20,280     22,708     4,435    100,705          40,892         198    58,251
  Nurses                                  60,855      36,880     8,835     10,533     2,627     43,862          10,714       2,756    29,962
  Paraprofessionals/Instruct Aides       147,221      98,912    20,467     20,647     5,767    123,297          60,979       2,812    73,193
  PTA/PTO Presidents                      33,447      26,657     3,480      1,942     1,288     10,060           3,639         891    16,377
  ROTC Instructors                         7,032          36       194      6,544       164      5,772           1,092          63     3,951
  School Newspaper Advisors                  977          —        140        739        90        750              74         254       612
  School Resource Officers                14,155       2,562     3,341      7,306       615     12,138           6,083          48     7,274
  School Secretaries/Admin Assistants    103,732      56,494    16,522     22,646     5,907     89,132          24,222      16,893    56,261
  School Store Managers                    3,525       1,446       487      1,170       333      2,411             183       1,070     2,016
  Staff Development Specialists            3,190       1,578       302        720       506      2,362             496         580     1,947
  Student Activity Coordinators            4,961         928       703      2,745       492      3,685             559         632     2,608
  Test Preparation                           931          93        71        641       113        650              78         147       525
  Yearbook Advisors                       13,750         434     2,916      7,607     2,718      9,515             888       2,681     7,349


TOLL-FREE: 800.333.8802 CONNECTICUT + CHICAGO + DENVER                                                                                          35
                                         mdr’s Quick guidE to statE counts



                                               statEs                     districts1                                                                    school buildings



                                                                                                                              Public Schools                                  Private & Catholic Schools              Total2
                                                                       Districts/          District                 Middle/        Senior   Combined                                           Combined                   All
                                                                   Admin Offices    Administrators    Elementary    Jr High         High       (K-12)       Total2   Elementary   Secondary3      (K-12)     Total2   Schools


                                    •	 Alabama	                           147	          2,104	            747	        248	          299	         130	      1,492	        121	          20	        180	        343	   1,835	
                                       Alaska                              58             613             178          36            70          200         491          27            3          26          56      547
                                       Arizona                            229           2,598           1,137         228           410           76       1,870         167           32          44         258    2,128
                                    •	 Arkansas	                          262	          3,467	            589	        188	          279	          35	      1,109	         69	          11	         62	        146	   1,255	
                                    •	 California	                      1,076	         11,248	          5,985	      1,370	        2,100	         294	     10,124	      1,718	         307	        539	      2,720	  12,844	
                                       Colorado                           201           2,435           1,016         253           322          116       1,727         156           35          78         282    2,009
                                       Connecticut                        177           2,383             668         173           195           11       1,090         169           59          34         305    1,395
                                       Delaware                            24             354             118          36            31           10         218          44            8          21          79      297
                                       District of Columbia                14              52             135          30            40            7         221          32           14          14          72      293
                                    •	 Florida	                           128	          1,955	          2,043	        598	          545	         164	      3,543	        672	          79	        465	      1,273	   4,816	
                                    •	 Georgia	                           223	          3,297	          1,401	        467	          432	         101	      2,441	        217	          32	        266	        537	   2,978	
                                       Hawaii                              23             163             185          39            40           22         299          76           18          36         136      435
                                    •	 Idaho	                             121	          1,479	            378	        108	          162	          42	        696	         51	           6	         31	         90	     786	
                                       Illinois                         1,068           9,226           2,632         614           711           91       4,167         768          133         155       1,143    5,310
mdr’s Quick guidE to statE counts




                                    •	 Indiana	                           355	          4,186	          1,178	        302	          387	          57	      1,966	        323	          40	        122	        494	   2,460	
                                       Iowa                               373           4,551             706         204           317           93       1,334         164           30          37         236    1,570
                                       Kansas                             340           3,483             783         218           343           62       1,431         146           19          44         217    1,648
                                    •	 Kentucky	                          197	          2,788	            778	        222	          279	          76	      1,445	        161	          34	         96	        302	   1,747	
                                    •	 Louisiana	                          87	          1,487	            792	        233	          271	         128	      1,470	        228	          47	        107	        389	   1,859	
                                       Maine                              192           1,593             388          93           120           11         635          40           23          47         125      760
                                       Maryland                            39             960             892         237           223           25       1,435         285           62         158         550    1,985
                                       Massachusetts                      384           3,938           1,146         306           306           33       1,858         300          104          62         568    2,426
                                       Michigan                           615           7,068           1,917         503           766          158       3,516         512           86         154         758    4,274
                                       Minnesota                          393           4,730             845         205           403          146       1,641         335           64          77         487    2,128
                                    •	 Mississippi	                       155	          2,028	            490	        161	          240	          96	      1,053	         65	          14	        100	        184	   1,237	
                                       Missouri                           540           6,413           1,207         324           450          147       2,243         347           61         104         540    2,783
                                       Montana                            396           2,580             368          69           118           64         625          47           14          16          79      704
                                       Nebraska                           272           2,843             482          90           162          125         866         153           25          21         206    1,072
                                    •	 Nevada	                             28	            338	            367	         91	          103	          32	        603	         54	           6	         21	         83	     686	
                                       New Hampshire                      256           1,070             294          70            78           14         464          63           29          28         133      597
                                       New Jersey                         621           7,017           1,636         381           397           18       2,561         430          113          93         759    3,320
                                    •	 New	Mexico	                        102	          1,218	            471	        139	          178	          27	        825	         78	          14	         54	        149	     974	
                                       New York                           783           9,945           2,588         773           989          269       4,830         971          262         273       1,680    6,510
                                    •	 North	Carolina	                    132	          2,495	          1,476	        473	          515	          89	      2,590	        185	          26	        263	        494	   3,084	
                                       North Dakota                       260           1,895             178          30            75           97         394          32            4           9          46      440
                                       Ohio                               780           9,726           2,064         605           785          126       3,809         552          107         141         821    4,630
                                    •	 Oklahoma	                          560	          5,341	            952	        266	          412	         120	      1,806	         74	           5	         67	        150	   1,956	
                                    •	 Oregon	                            222	          2,216	            760	        197	          277	          67	      1,314	        156	          30	         78	        282	   1,596	
                                       Pennsylvania                       553           7,808           1,937         479           652           89       3,262         751          138         308       1,287    4,549
                                       Rhode Island                        42             522             193          52            54            3         314          54           18          14         106      420
                                    •	 South	Carolina	                    116	          1,906	            700	        243	          219	          51	      1,268	        107	           9	        156	        283	   1,551	
                                       South Dakota                       169           1,770             251          57            83           92         493          50           11          13          82      575
                                    •	 Tennessee	                         148	          2,300	          1,032	        316	          328	          78	      1,808	        174	          31	        167	        408	   2,216	
                                    •	 Texas	                           1,094	         14,853	          4,634	      1,407	        1,482	         508	      8,109	        629	          94	        341	      1,101	   9,210	
                                    •	 Utah	                               47	            813	            571	        143	          158	          12	        905	         50	          17	         27	        102	   1,007	
                                       Vermont                            282             832             223          24            48           21         326          35           22          11          80      406
                                    •	 Virginia	                          154	          2,627	          1,206	        347	          362	          29	      2,030	        273	          46	        183	        550	   2,580	
                                       Washington                         308           3,848           1,141         347           411           77       1,998         294           54         102         462    2,460
                                    •	 West	Virginia	                      65	            923	            455	        120	          120	          24	        751	         39	           7	         59	        106	     857	
                                       Wisconsin                          445           5,748           1,153         307           449          124       2,047         598           85          92         794    2,841
                                       Wyoming                             56             701             198          49            74           16         342          18            2           8          36      378
                                    •	 Adoption	State	Total	            5,419	         69,069	         27,005	      7,639	        9,148	       2,160	     47,348	      5,444	         875	      3,384	     10,186	  57,534	
                                       Open Territory Total             9,893         106,865          26,659       6,832         9,122        2,343      46,507       7,616        1,635       2,220      12,383   58,890
                                    	 Grand	Total	                     15,312	        175,934	         53,664	     14,471	       18,270	       4,503	     93,855	     13,060	       2,510	      5,604	     22,569	 116,424	

                                    1
                                        Includes Districts, Dioceses, Regional Centers, County Centers, and State Departments of Education. 2 Adult Ed, Special Ed, and Career & Technical Ed Schools are also includ
                                    6
                                        Adult Ed, Special Ed, and Career & Technical Ed Teachers are also included. 7 Includes Teaching Hospitals.

                                    36                                                                                                      mdr run counts or order at www.schooldata.com
                                  mdr’s Quick guidE to statE counts




                                                  school EnrollmEnts and ExpEnditurEs                                                                                                          tEachEr

                                                                                                                                % U.S.
                                                                              Private & Catholic School               Total     Enroll-     Expenditures5
                    Public School Enrollment                                         Enrollments                   Enrollments ments
                                                                                                                              4
                                                                                                                                                 $                      Public School Teachers
                        Middle/          Senior                                                                                                                               Middle/     Senior   Combined
                                                                   4                            3
    Elementary          Jr High           High                 Total     Elementary    Secondary           Total                                                Elementary    Jr High      High       (K-12)


    385,085	         137,744	         226,424	            753,479	    54,637	            18,497	       73,134	    826,613	          1.5	      239,339,604	    25,458	   8,217	 13,010	    4,176	
     72,663           16,777           39,832             128,009      4,757              1,403         6,160     134,169           0.2        51,735,219      3,872    1,144    2,045    1,957
    610,671          147,086          321,438           1,074,937     36,963             12,500        49,463   1,124,400           2.1       183,190,370     33,194    7,781 15,185      1,422
    249,684	          93,452	         138,126	            478,944	    19,182	             7,674	       26,856	    505,800	          0.9	      139,378,490	    18,252	   7,281	 10,938	    1,028	
  3,165,463	       1,098,503	       1,959,163	          6,188,406	   435,372	           155,334	      590,706	 6,779,112	          12.5	    1,681,409,956	   153,259	 47,856	 82,083	     3,952	
    446,155          143,097          237,812             821,018     37,305             12,315        49,620     870,638           1.6       300,209,415     28,599    8,891 12,940      2,618
    284,458          106,543          174,266             565,622     41,725             27,246        68,971     634,593           1.2       134,151,784     23,379    9,147 13,188        307
     62,938           26,727           39,172             127,582     16,650              6,705        23,355     150,937           0.3        39,352,506      4,409    1,687    2,019      233
     41,527            9,129           19,322              69,978     10,476              7,295        17,771      87,749           0.2        26,265,952      2,739      657    1,010      227
  1,305,086	         539,489	         779,744	          2,627,014	   235,425	            72,067	      307,492	 2,934,506	           5.4	      475,597,280	    93,695	 31,873	 40,381	     3,838	
    842,625	         366,137	         480,674	          1,679,998	    98,989	            36,513	      135,502	 1,815,500	           3.3	      358,243,058	    65,380	 26,813	 31,207	     1,853	
     98,094           29,214           53,544             172,205     26,333             10,959        37,292     209,497           0.4        59,477,352      6,154    1,908    3,312      346
    142,082	          53,739	          79,575	            271,435	     9,500	             2,753	       12,253	    283,688	          0.5	       69,961,757	     8,632	   3,455	   4,970	     854	
  1,135,033          325,732          639,005           2,112,170    199,715             62,453       262,168   2,374,338           4.4       542,859,199     74,150 23,888 43,786        2,082
    522,479	         188,230	         334,732	          1,042,801	    79,337	            21,907	      101,244	 1,144,045	           2.1	      261,477,709	    33,185	 11,571	 19,671	     1,534	
    242,124           89,350          154,081             483,906     31,830             11,407        43,237     527,143           1.0       121,005,114     18,528    6,897 11,123      3,114
    245,203           84,374          144,315             471,276     33,763              9,290        43,053     514,329           0.9       143,776,129     19,684    6,985 11,645      1,062
    349,201	         130,026	         204,267	            679,192	    49,638	            17,142	       66,780	    745,972	          1.4	      173,284,264	    23,771	   8,391	 12,584	    1,001	
    385,867	         120,702	         192,770	            704,032	    99,995	            38,923	      138,918	    842,950	          1.5	      325,236,083	    27,680	   8,739	 12,658	    3,700	
     91,839           35,420           59,934             186,538      8,083              9,715        17,798     204,336           0.4        44,040,147      9,519    3,512    5,528      270
    421,276          165,573          265,774             849,276     98,396             36,697       135,093     984,369           1.8       264,195,885     31,243 11,879 16,809          760
    471,481          188,252          302,892             966,894     75,948             47,086       123,034   1,089,928           2.0       390,169,450     39,756 15,337 21,841        1,403
    790,651          292,194          517,972           1,600,592    106,892             39,439       146,331   1,746,923           3.2       261,631,617     44,819 16,180 25,927        3,162
    398,904          147,443          268,514             817,157     67,428             23,239        90,667     907,824           1.7       209,786,051     28,848 10,081 17,242        4,738
    262,499	          89,857	         154,192	            499,499	    34,028	            13,361	       47,389	    546,888	          1.0	      151,652,043	    16,002	   6,120	 10,133	    2,791	
    469,948          166,134          284,720             917,394     83,434             30,531       113,965   1,031,359           1.9       262,111,996     35,191 13,113 19,516        3,895
     74,686           21,606           44,854             141,121      5,978              2,723         8,701     149,822           0.3        63,108,306      5,408    1,758    3,321    1,164
    158,436           45,523           95,065             298,985     27,056             10,037        37,093     336,078           0.6        88,757,729     11,297    3,822    6,577    3,276
    212,405	          92,349	         128,474	            432,495	    13,919	             4,721	       18,640	    451,135	          0.8	      178,750,638	    12,540	   4,425	   5,652	     751	
     92,153           40,142           62,652             195,200     11,244             12,860        24,104     219,304           0.4        55,505,040      6,928    3,351    4,707      376
    728,059          243,464          429,550           1,405,666    136,748             53,996       190,744   1,596,410           2.9       523,016,415     63,329 22,184 34,049          534
    170,287	          64,699	          99,339	            333,475	    15,854	             8,041	       23,895	    357,370	          0.7	       65,628,619	    12,267	   4,299	   5,934	     409	
  1,366,311          517,336          872,324           2,912,122    330,334            142,482       472,816   3,384,938           6.2     1,023,469,075    107,133 41,817 61,464 12,480
    739,649	         315,644	         432,626	          1,481,177	    74,647	            24,329	       98,976	 1,580,153	           2.9	      359,874,444	    53,563	 20,990	 27,959	     2,332	
     51,379           13,749           30,663              97,496      4,696              1,903         6,599     104,095           0.2        29,505,337      3,457    1,263    2,079    2,308
    921,235          312,916          602,411           1,847,462    157,368             58,224       215,592   2,063,054           3.8       384,824,145     60,020 22,678 35,250        4,477
    362,687	         113,629	         180,374	            677,015	    24,355	             7,273	       31,628	    708,643	          1.3	      203,688,669	    23,274	   7,925	 11,703	    2,813	
    275,038	         104,871	         170,352	            550,261	    31,582	            11,592	       43,174	    593,435	          1.1	      175,620,710	    16,026	   5,863	   9,294	   1,005	
    870,954          319,560          588,600           1,770,232    199,535             76,725       276,260   2,046,492           3.8       481,271,320     62,416 24,487 40,761        3,541
     68,114           30,557           46,558             145,384     15,606              7,728        23,334     168,718           0.3        29,177,789      5,175    2,646    3,478       89
    360,556	         150,396	         213,444	            717,185	    42,187	            14,475	       56,662	    773,847	          1.4	      155,878,529	    25,775	 10,324	 13,005	     1,027	
     66,411           21,348           39,619             128,116      8,911              2,672        11,583     139,699           0.3        35,992,164      4,689    1,699    2,359    2,043
    501,347	         193,528	         296,488	            985,609	    62,833	            28,932	       91,765	 1,077,374	           2.0	      177,626,727	    36,120	 12,143	 17,280	     1,972	
  2,603,956	         934,446	       1,336,611	          4,866,279	   193,760	            57,361	      251,121	 5,117,400	           9.4	    1,477,070,948	   181,860	 68,315	 94,495	 11,151	
    319,515	         118,217	         128,817	            567,820	    12,247	             4,893	       17,140	    584,960	          1.1	      125,193,953	    17,989	   5,357	   6,456	     245	
     48,815            8,862           31,644              89,228      4,383              4,947         9,330      98,558           0.2        25,699,398      5,099      813    2,737      747
    606,569	         252,480	         390,379	          1,245,197	    80,316	            28,470	      108,786	 1,353,983	           2.5	      401,268,990	    48,187	 19,770	 27,765	       537	
    490,973          208,519          300,402           1,002,952     62,133             21,119        83,252   1,086,204           2.0       254,549,832     31,352 11,898 16,553        1,280
    143,726	          57,279	          86,663	            282,544	     9,691	             3,580	       13,271	    295,815	          0.5	       90,600,177	    10,704	   4,190	   5,704	     385	
    426,860          153,335          278,665             865,090     99,306             26,324       125,630     990,720           1.8       240,971,154     33,244 11,887 18,846        3,757
     47,528           18,558           25,534              89,618      3,127                254         3,381      92,999           0.2        43,459,611      4,443    1,775    2,434      348
 13,905,806	       5,215,417	       8,013,234	         27,063,857	 1,677,494	           577,838	    2,255,332	 29,319,189	         53.9	    7,286,782,648	   903,619	 323,917	 462,882	 47,354	
 11,294,879        3,928,520        6,971,134          22,353,226 1,946,123             770,274     2,716,397 25,069,623           46.1     6,313,265,499    808,074 291,165 457,731 64,016
 25,200,685	       9,143,937	      14,984,368	         49,417,083	 3,623,617	         1,348,112	    4,971,729	 54,388,812	        100.0	   13,600,048,147	 1,711,693	 615,082	 920,613	 111,370	

uded.   3
            Middle Schools are also included.     4
                                                      Counts represent projected district-wide enrollments for fall 2010, which were provided to MDR by each school district office. These counts do not rep


                          toll-frEE: 800.333.8802 ConneCtiCut + ChiCago + Denver                                                                                                 37
                         mdr’s Quick guidE to statE counts




                                                                                                public librariEs/                             day carE                      zip
r namEs                                                         collEgEs                                                                                                                    statEs
                                                                                                  librarians                                  cEntErs                      codEs

      Private & Catholic               Total
      School Teachers                Teachers6
                         Combined           All   Junior    Senior                  College                                   Public                           Preschool
 Elementary Secondary3      (K-12)      Schools   2-Year   4-Year7       Total      Faculty   Mains   Branches   Total    Librarians   Buildings   Directors    Teachers


   1,462	    393	 3,269	      56,929	    65	    81	   146	    19,713	 191	      90	    281	    618	   1,376	 1,608	     290                                                350-369   •	 Alabama
     132      34      291      9,606     12     14     26      3,581    103      9     112     174      713     666      30                                                995-999      Alaska
   2,113     716      715     61,684     72     65    137     23,159    108    110     218     418    1,804   1,192     139                                                850-865      Arizona
     700	    229	     910	    39,538	    33	    35	    68	    11,800	    68	   149	    217	    375	   2,151	 2,308	     184                                                716-728   •	 Arkansas
  21,714	 8,691	 7,716	 332,795	 245	 498	            743	 152,200	 195	       917	 1,112	 2,451	     8,608	 9,168	     804                                                900-966   •	 California
   2,069     845    1,169     57,519     58     78    136     21,713    136    123     259     624    1,867   1,795     150                                                800-816      Colorado
   2,804   2,477    1,199     54,305     22     63     85     22,907    201     45     246     856    1,366   1,250     199                                                060-069      Connecticut
     704     353      554     11,001      6     19     25      4,485     24     12      36     104      503     437      52                                                197-199      Delaware
     790     473      609      6,824      1     41     42     13,527      1     24      25      70      236     215      63                                                200-205      District of Columbia
   9,540	 1,720	 9,495	 196,372	 169	 226	            395	    54,491	 157	     362	    519	 1,228	    5,530	 5,485	     807                                                320-349   •	 Florida
   3,007	    661	 7,279	 137,338	 101	 120	           221	    36,821	    67	   352	    419	    850	   2,997	 3,019	     326                                                300-319   •	 Georgia
     926     327    1,625     14,670     10     26     36      5,570      4     48      52      92      268     252      31                                                967-968      Hawaii
     474	     96	     387	    18,952	     5	    22	    27	     8,459	 114	      28	    142	    310	     796	    330	     71                                                832-838   •	 Idaho
  11,229   3,617    2,376    163,965     89    229    318     69,340    641    139     780   2,181    2,957   2,559     604                                                600-629      Illinois
   4,511	 1,284	 1,627	       74,356	    59	 108	     167	    35,561	 245	     169	    414	 1,198	    1,323	 1,057	     172                                                460-479   •	 Indiana
   2,181     684      511     43,343     51     58    109     18,283    550     21     571   1,152    1,386   1,337     168                                                500-528      Iowa
   1,944     527      667     42,908     39     50     89     17,233    343     41     384     773      510     552     183                                                660-679      Kansas
   2,375	    961	 1,332	      51,248	    67	    65	   132	    17,947	 129	      77	    206	    650	   2,194	 2,382	     203                                                400-427   •	 Kentucky
   4,461	 1,488	 2,568	       61,764	    73	    61	   134	    15,813	    69	   245	    314	    651	   1,642	 1,384	     186                                                700-714   •	 Louisiana
     390     675      733     21,067     11     34     45      6,397    250      6     256     493    1,316   1,106     124                                                039-049      Maine
   4,608   1,664    4,292     73,607     32     79    111     31,424     31    163     194     445    1,816   1,412     253                                                206-219      Maryland
   5,072   4,156    1,910     94,744     42    168    210     50,620    376     95     471   1,618    2,306   2,101     483                                                010-027      Massachusetts
   6,138   1,974    2,239    103,790     63    149    212     46,348    410    265     675   1,536    2,965   2,541     534                                                480-499      Michigan
   4,017   1,308    1,208     68,380     65     90    155     28,310    141    233     374     669    1,701   1,752     217                                                550-567      Minnesota
     862	    269	 2,299	      39,146	    35	    34	    69	    11,922	    51	   185	    236	    423	   1,433	 1,542	     203                                                386-397   •	 Mississippi
   5,005   1,891    1,835     82,499     67    120    187     30,760    162    218     380     724    2,718   2,191     345                                                630-658      Missouri
     367     158      191     12,423     17     14     31      4,753     91     31     122     224      216     216      45                                                590-599      Montana
   1,790     634      387     27,951     31     44     75     10,987    278     17     295     584    1,936   1,396     124                                                680-693      Nebraska
     683	    108	     477	    24,897	    18	    20	    38	     6,455	    28	    59	     87	    203	     330	    345	     60                                                889-898   •	 Nevada
     579   1,512      386     18,076     13     35     48      9,010    233      6     239     545      787     797     117                                                030-038      New Hampshire
   7,178   3,426    2,163    137,676     45     99    144     35,079    314    148     462   1,434    3,073   2,609     366                                                070-089      New Jersey
     778	    308	     746	    24,917	    32	    30	    62	    11,860	    92	    20	    112	    259	     625	    542	     61                                                870-884   •	 New	Mexico
  13,664   5,900    6,499    259,317    117    348    465    127,412    789    297 1,086     2,537    6,082   3,724     542                                                100-149      New York
   2,289	    530	 5,662	 114,434	 102	 109	           211	    45,079	 102	     296	    398	    933	   6,151	 4,342	     492                                                270-289   •	 North	Carolina
     321      58      186      9,821     13     23     36      5,332     82     13      95     175      433     320      40                                                580-588      North Dakota
   9,062   3,532    2,975    143,744    107    198    305     64,994    263    461     724   1,964    3,891   4,118     539                                                430-458      Ohio
   1,012	    166	 1,285	      49,073	    37	    56	    93	    16,254	 127	      94	    221	    489	   1,551	 1,605	     172                                                730-749   •	 Oklahoma
   1,656	    527	 1,164	      35,737	    32	    51	    83	    18,963	 135	      80	    215	    439	   1,564	 1,537	     116                                                970-979   •	 Oregon
  10,429   3,899    5,498    155,349    133    264    397     70,507    492    192     684   1,556    5,330   4,832     668                                                150-196      Pennsylvania
     906     573      472     13,762      4     22     26      9,953     52     22      74     228      317     293      44                                                028-029      Rhode Island
   1,198	    163	 2,908	      55,577	    45	    60	   105	    19,341	    44	   140	    184	    400	   1,558	 1,752	     257                                                290-299   •	 South	Carolina
     489     152      208     11,813      5     38     43      3,963    130     19     149     249      705     421      50                                                570-577      South Dakota
   2,512	    834	 3,856	      75,697	    49	 110	     159	    32,439	 196	     102	    298	    591	   2,572	 2,791	     236                                                370-385   •	 Tennessee
   8,911	 2,254	 8,017	 376,874	 196	 201	            397	    92,507	 578	     291	    869	 1,895	    7,785	 8,162	     635                                                750-799   •	 Texas
     467	    244	     435	    31,733	    23	    30	    53	    14,532	    61	    47	    108	    298	     803	    694	    116                                                840-847   •	 Utah
     344     640      139     10,809     18     26     44      5,807    182      2     184     334      440     367      83                                                050-059      Vermont
   3,982	 1,097	 4,006	 107,053	         87	 119	     206	    41,143	    97	   244	    341	    808	   2,906	 2,498	     344                                                220-246   •	 Virginia
   3,482   1,099    1,759     67,898     52     65    117     23,842     72    259     331     735    2,012   2,090     184                                                980-994      Washington
     483	    109	     577	    22,720	    24	    43	    67	     9,189	    98	    81	    179	    342	     639	    657	     80                                                247-268   •	 West	Virginia
   6,877   1,771    1,180     77,919     77     89    166     28,687    411     74     485   1,205    2,213   2,235     163                                                530-549      Wisconsin
     125      14       86      9,335     11      6     17      2,762     25     52      77     213      555     298      25                                                820-831      Wyoming
  73,077	 22,132	 66,015	 1,927,150	 1,497	 2,079	 3,576	 672,489	 2,844	 4,028	 6,872	 15,411	 54,534	 53,208	 5,815                                                                •	 Adoption	State	Total
 105,735 45,089 44,062 1,865,805 1,283 2,554 3,837           796,745 6,895 3,145 10,040 23,912 52,422 45,074          6,565                                                             Open Territory Total
 178,812	 67,221	 110,077	 3,792,955	 2,780	 4,633	 7,413	 1,469,234	 9,739	 7,173	 16,912	 39,323	 106,956	 98,282	 12,380                                                          	 Grand	Total

present the sum of the school building enrollments.        5
                                                               Expenditures for All Instructional Materials projected for 2010-2011.


                 38                                                                                                      mdr run counts or order at www.schooldata.com
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  your products and services.                                            companywide practices, a product Funding Alignment identifies
                                                                         available funding sources for a specific product or product line.
• Get an informed, objective review of your current readiness
  to take advantage of available K-12 education funding and
  quickly respond to opportunities.
• Demonstrate funding knowledge to your current and potential district
  customers, and give them a path to purchasing your products.
                                                                                        Call for a Consultation!
                                                                                              800.333.8802


Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                        45
                                MaRkET REsEaRCh



                                                                                         Market smarter with
                                                                                         Valuable Insight
                                                                                         Get an edge on the competition with detailed,
                                                                                         actionable education market information
                                                                                         from industry experts leveraging MDR’s
                                                                                         comprehensive educator database.

                                                                                         Discover important information about
                                                                                         customers and prospects, your market, the
                                                                                         competition, and outside business influencers
                                                                                         with market research that’s 100% focused
                                                                                         on education:

                                                                                         • Best-in-Class Quantitative, Qualitative, and
                                                                                           Secondary Research
                                                                                         • Online Educator Panel
MaRkET REsEaRCh




                                                                                         • Focus Groups




                       Comprehensive, Customized                                         online Educator panel
                       Education Market Tools
                                                                                         Our exclusive Online Educator Panel gives you access
                       Tap Into Quantitative, Qualitative, and Secondary Research        to panelists who are pre-recruited from MDR’s extensive
                       Solutions From Our Industry Experts                               educator database. An online panel is a convenient way to
                       • Minimize business risks. Obtain solid, detailed answers to      receive vital market knowledge and for educators to respond to
                         critical questions and create smarter strategic plans.          your survey.

                       • Improve performance. Uncover potential challenges, create       Each panelist profile is derived from the MDR database,
                         benchmarks, track progress, and evaluate successes and          containing valuable personal information—number of years in the
                         failures to plan your next best steps.                          profession, number of years in current position, highest level of
                                                                                         education, age, and more.
                       • Identify and develop the products your market needs.
                         Explore new and profitable business opportunities to make       Specialized data allows you to focus on your survey objectives and
                         better-informed product development decisions.                  frees you from the time-consuming task of collecting respondent
                                                                                         details. Plus, the depth of the MDR database behind the profiles
                       • Market confidently. Strengthen your campaigns with
                                                                                         enables richer analysis and allows MDR’s experts to position your
                         the right data, the right audience, the right positioning and
                                                                                         survey results in a broader context of the education market.
                         messaging, and the right timing—for the right price.
                                                                                         The online panel is perfect for:
                                                                                         • Testing marketing messages
                                                                                         • Tracking studies
                                                                                         • Testing product concepts
                                                                                         • Measuring brand awareness


                  46                                                                                     mdr run counts or order at www.schooldata.com
                                                                                                               MaRkET REsEaRCh




quantitative research                                                 Secondary research
Quantitative research delivers hard data about your target            In addition to developing custom primary
audience. Measure levels of awareness, product perception, and        research studies, MDR offers many secondary
purchase intent. This type of data is essential for determining the   research opportunities including:
viability of new products, measuring market share, and assessing      • Market scans
brand awareness among educators.
                                                                      • Competitive analyses
Use quantitative research for:
                                                                      • SWOT analyses
• Concept and product testing
                                                                      • White papers
• Market sizing/market potential
                                                                      ...And more!
• Competitive product/service assessment
• Purchasing forecasts                                                You Get Expert Support and
• Customer/client satisfaction                                        Flexible Solutions
                                                                      A market research specialist will evaluate your needs in a free
qualitative research                                                  initial consultation so our team can recommend a market
Qualitative research uses smaller sample sizes                        research plan. Our solutions are custom designed to meet your
and more individual interaction to provide insight                    needs in today’s marketplace.
into the personal thoughts, feelings, and motivations                 Once your research project begins, the team maintains ongoing
of customers and products.                                            interaction with you to ensure the expected results are achieved.




                                                                                                                                               MaRkET REsEaRCh
Use qualitative research to:
• Identify education industry trends
• Develop strategic positions
• Understand market drivers
• Pinpoint target markets
• Determine unmet needs
• Create more effective marketing messages




        geT The faCTS
  learn how market research can help you get answers to drive
  strategic decisions and improve results!
  Sign up today: schooldata.com/mdrgetthefacts.asp




                    have market research questions? We would love to answer them.
                         email us at mDrmarketresearchQuestions@dnb.com.

Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                    47
                               EduCaTIoN MaRkETVIEw



                            build Your sales Pipeline with
                            on-demand, actionable, and
                            Timely Information
                            Get the data you need to boost sales and increase
                            profits with institution, contact, funding, bid, and
                            construction information to stay competitive.



                            Education MarketView...Your Integrated
                            View of the Education Market
                            • Search the most complete education database available
                              to find, contact, and connect with your next sales opportunity.
                              Create target profiles with flexible search options, save your
                              searches, and set up email alert notices to stay on top of
                                                                                                • Find federal, state, and private grants that are available
EduCaTIoN MaRkETVIEw




                              changes in your market or territory.
                                                                                                  for institutions to use instead of their budgets or awarded to
                            • Email key contacts with Direct Connect, the only solution
                                                                                                  districts and schools. Leverage MarketView’s funding tool to
                              that instantly connects you with your opportunities by
                                                                                                  build sales and marketing plans to win those dollars.
                              delivering your message directly to your prospect’s inbox. Now
                              purchase additional Direct Connect emails per month, as your      • Uncover thousands of selling opportunities and leads
                              needs change.                                                       by searching construction and renovation projects
                                                                                                  in schools. Get the key contacts to call, visit, or mail
                            • Fill your sales pipeline with thousands of ready-to-buy
                                                                                                  before, during, and after a construction project. Search
                              Bid/RFP/RFQ projects at districts, schools, and colleges.
                                                                                                  by institution type, construction phase, building features,
                              School Purchasing Tracker covers the entire bidding process,
                                                                                                  geography, and more.
                              offering details on thousands of bids and awarded project
                              information at the local and federal levels, all updated daily.


                                                                                                     MarketView pricing
                                      Try education marketview                                       Individual States (per state) ...................................$239
                                              for free...                                               School Construction Module ................................. +$99

                                  Sign up for a complimentary                                           School Funding Services Module ....................... +$200

                                  15-day preview subscription.                                          School Purchasing Tracker Module .................. +$200

                             Go to www.schooldata.com to register.
                                                                                                     National Subscription ............................................ $4,050
                                                                                                        Each Additional National License ....................... +$700

                                                                                                     School Funding Services (SFS) Module............ +$1,575

                                     geT The faCTS                                                      Each Additional SFS License ............................... +$150
                               We’ll show you how Education MarketView will help you
                               be the first to find new prospects and opportunities in the           School Purchasing Tracker (SPT) Module ....... +$1,575
                               education market.                                                        Each Additional SPT License ............................... +$150
                               Sign up today: schooldata.com/mdrgetthefacts.asp




                       48                                                                                         mdr run counts or order at www.schooldata.com
                                                                                         EduCaTIoN MaRkETVIEw




                                                         Flexible options to Fit Your Sales
                                                         and Marketing objectives
                                                         • A powerful search engine to help you find
                                                           opportunities by school, state, and contact or by
                                                           construction projects, school funding, and school
                                                           purchasing information

                                                         • Customized email alerts to give you the tailored
                                                           school and district updates you want and need

                                                         • Instant access to key administrators with
                                                           Direct Connect

                                                         • A list-building tool to easily generate the highest
                                                           quality contacts

                                                         • Superior service from our team of education
                                                           market specialists


                                                         MarketView Profiles provides you with a complete
                                                         picture of everything you need to know about a district




                                                                                                                        EduCaTIoN MaRkETVIEw
                                                         or school in one easy screen view:

                                                         • Available district-level funding

                                                         • Active construction projects

                                                         • Up-to-date bid, advance notice, RFP/RFQ details

                                                         • Student population demographics

                                                         • District-level expenditures

                                                         • NCLB status highlights

                                                         • Personnel names and titles with email access
                                                           using Direct Connect




Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                             49
                                 sChooL dIRECToRIEs



                          The only k-12 Education Market directory
                          Maximize sales efforts and manage                                        Gain Access to Valuable Insight and
                          sales territories with the 34th                                          best-in-Class Data
                          edition of MDR School Directories—                                       Premier Features Give Sales and Marketing Leaders Access to
                                                                                                   Key Contact, Construction, and Funding Details
                          the industry’s most accurate offline
                                                                                                   Email indicator – Find out if MDR has an email for the key contacts
                          education market resource.
                                                                                                   you want to reach.

                                                                                                   Detailed funding and construction overviews – See the complete
                                                                                                   funding and construction picture summarized for each state.

                                                                                                   Federal and state grants – Discover what schools were awarded
                                                                                                   grants in the prior year.



                          School Directory pricing: 2011-2012

                          National print Set                                                       Individual States
sChooL dIRECToRIEs




                          Order the 2011-2012 National Print Set and receive a                                            Order by October 31, 2011, for Early-Bird Pricing
                          FREE print copy of the Sales Manager’s Guide.                                              Regular     Early-Bird                                   Regular   Early-Bird
                                                                                                                       Price          Price                                     Price        Price
                                 Order by October 31, 2011, for Early-Bird Pricing                 Alabama              $73          $66                  Montana              $54          $49
                                                         Regular Price Early-Bird Price            Alaska               $54          $49                  Nebraska             $73          $66
                          National Print Set .....................$1,484 .......... $1,336         Arizona              $54          $49                  Nevada               $54          $49
                                                                                                   Arkansas             $73          $66                  New Hampshire        $54          $49
                          regional print Sets                                                      California          $106          $95                  New Jersey           $88          $79
                                                                                                   Colorado             $73          $66                  New Mexico           $54          $49
                          2011-2012 Regional Print Sets are offered at a 25%                       Connecticut          $73          $66                  New York            $106          $95
                          savings (if purchased separately).                                       Delaware             $54          $49                  North Carolina       $73          $66
                                                                                                   District of Columbia $54          $49                  North Dakota         $54          $49
                                 Order by October 31, 2011, for Early-Bird Pricing
                                                                                                   Florida              $88          $79                  Ohio                 $88          $79
                                                         Regular Price Early-Bird Price
                                                                                                   Georgia              $73          $66                  Oklahoma             $73          $66
                          New England ..............................$283 ............. $255
                             CT, MA, ME, NH, RI, VT
                                                                                                   Hawaii               $54          $49                  Oregon               $73          $66
                          Mid-Atlantic ................................$443 ............. $399     Idaho                $54          $49                  Pennsylvania         $88          $79
                             DC, DE, MD, NJ, NY, PA, VA, WV                                        Illinois            $106          $95                  Rhode Island         $54          $49
                          Southeast ...................................$451 ............. $406     Indiana              $73          $66                  South Carolina       $73          $66
                             AL, FL, GA, KY, MS, NC, SC, TN                                        Iowa                 $73          $66                  South Dakota         $54          $49
                          Midwest .....................................$606 ............. $545     Kansas               $73          $66                  Tennessee            $73          $66
                             IA, IL, IN, KS, MI, MN, MO, NE, OH, WI                                Kentucky             $73          $66                  Texas               $106          $95
                          Southwest ..................................$285 ............. $256      Louisiana            $73          $66                  Utah                 $54          $49
                             AR, LA, NM, OK, TX                                                    Maine                $54          $49                  Vermont              $54          $49
                          Mountain/Plains ..........................$258 ............. $232        Maryland             $73          $66                  Virginia             $73          $66
                             CO, MT, ND, SD, UT, WY                                                Massachusetts        $88          $79                  Washington           $73          $66
                          West ..........................................$392 ............. $353   Michigan             $88          $79                  West Virginia        $54          $49
                             AK, AZ, CA, HI, ID, NV, OR, WA                                        Minnesota            $88          $79                  Wisconsin            $73          $66
                                                                                                   Mississippi          $73          $66                  Wyoming              $54          $49
                          Sales Manager’s Guide                                                    Missouri             $73          $66

                          A national summary of school statistics.

                                 Order by October 31, 2011, for Early-Bird Pricing
                                                                                                                   order the 2011-2012 national Print Set
                                                         Regular Price Early-Bird Price            and receive a FREE print copy of the Sales Manager’s Guide.
                          Sales Manager’s Guide...............$156 ............. $140                    Order by October 31, 2011, for Early-Bird Pricing!




                     50                                                                                                              mdr run counts or order at www.schooldata.com
                                                                                                   MdR REPoRTs



                                                                    Track Education Market
                                                                    Trends and Changes
                                                                    MDR research reports provide the timely and
                                                                    actionable information you need to develop
                                                                    winning sales and marketing plans.




                  Email Trends in the Education
                  Market 2011:
                  a Comprehensive analysis of the                                           The Technology Factor:
                  2009-2010 school Year                                                     Nine keys to student achievement and
                                                                                            Cost-Effectiveness
                  Enhance your email marketing expertise with
                  the market’s only comprehensive K-12 and         Get the latest research from Project RED, the authors of America’s
college e-marketing study. Based on the results of thousands       Digital Schools. This first large-scale national study of its kind,
of campaigns to schools and colleges, the new report provides      Project RED identifies and prioritizes performance factors of
benchmark data and in-depth analyses of deployment and             technology implementations in U.S. schools.
response rate trends as they relate to:                            The report details nine key implementation factors linked to




                                                                                                                                              MdR REPoRTs
• Average open/click rates                                         improved test scores and graduation rates, reductions in
                                                                   disciplinary actions, and dropout rates and also looks at cost
• Time of day/day of the week
                                                                   savings, cost avoidance, and revenue enhancements that result
• Job title/course code                                            from technology implementations. This groundbreaking and
• Frequency of emails sent and their effects on response rates     forward-thinking report gives you the data you need to plan
                                                                   for today and the future.
The newest edition features chapters exploring teacher,
                                                                   Price: $1,299
administrator, and college faculty attitudes; habits; and use of
email regarding:
• Frequency of email educators receive at their school
  email address                                                          Download Free MDr reports!
• The types of educational email offers they respond to
                                                                         mDr’s enrollment Comparison report
• Email clients in use
                                                                         To accommodate additional students, schools need new
• Mobile engagement of school email                                      and expanded facilities, product upgrades, instructional
• Perception relating to spam filtering at their school                  materials, and more—which means new opportunities
                                                                         for marketers. Based on MDR’s annual district survey,
A must-have tool for every education email marketer, this report
                                                                         this report offers enrollment data analyzed in a variety of
provides lessons learned, suggestions regarding future trends,
                                                                         ways to show you where your best opportunities lie.
and actionable recommendations to help you execute highly
successful email marketing programs.
                                                                         Public School expenditures
Price: $499
                                                                         Learn what districts are spending for instructional
free...mDr’s 5 Best Practices for Prospecting email to                   materials—contains actual expenditure information for
                                                                         the latest year tracked.
the education market
MDR’s latest best practices guide—based on our analysis of over          Visit www.schooldata.com/mdrreports.asp to
8,500 educator email campaigns—can help you maximize results in          download free reports.
your email marketing programs.

Visit www.schooldata.com/mdremaillearning.asp.

Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                   51
                             daTabasE MaRkETINg



                                                                                             use Your Customer file to
                                                                                             find Your best Prospects
                                                                                             Your customer data can help you identify
                                                                                             characteristics of your best-performing
                                                                                             customers and expand your market reach.
                                                                                             MDR’s comprehensive, easy-to-use
                                                                                             Database Marketing solutions help discover
                                                                                             high-potential prospects who look like your
                                                                                             best customers.



                          Education market changes have a significant impact on your customer file. MDR has captured these changes to help you keep
                          customer files up to date with the market. Changes for the 2010-2011 school year include:

                          • 1,079,583 Teachers new to their school
daTabasE MaRkETINg




                          • 1,087,316 Teachers who have left their school
                          • 2,095,012 Changes in job roles for MDR teacher names



                          MDr Customer Analytics                                             MDr Cost-Saving Solutions
                          Find out what market forces are driving your business with         Enhance your database to deliver powerful results. Consolidate
                          detailed, actionable information from:                             and clean your current database while adding MDR’s best-
                                                                                             in-class contact information. We will delete inaccurate and
                          • Customer File Intelligence
                                                                                             outdated information, and replace it with new and accurate
                          • Customer Name Profiles                                           names using:
                          • Customer Pattern Recognition™ (eCPR) Profiles                    • Educator Scrub Merge/Purge
                          • Affinity Modeling                                                • Smart Merge/Purge™
                          Profile your customers to:                                         • Educator Delete Database
                          • Find the best-performing customer segments                       • Super 10 Data Append™
                          • Identify new product opportunities within customer segments      Clean your customer files to:
                          • Deliver targeted messages to prospects and customers             • Get rid of inaccurate and outdated information
                            based on the characteristics of your customer set
                                                                                             • Reduce wasted mail
                          • Increase ROI by eliminating unprofitable segments
                            from mailings                                                    • Save money

                          • Improve sales reporting and analysis with a customer             • Increase sales efficiency
                            database that provides a complete picture of                     • Improve delivery rates, response rates, and ROI
                            your opportunity




                     52                                                                                    mdr run counts or order at www.schooldata.com
                                                                                    daTabasE MaRkETINg: CusToMER aNaLYTICs




                                                  Customer file Intelligence
                                                  Match Your Customer File With MDr’s
                                                  best-in-Class Database
                                                  Your customer file can tell you a lot—what your customers look like, how to identify
                                                  prospects, and how to mail smarter. The right tools can help you discover valuable
                                                  insight to deliver stronger results. With three levels of matching, select the one that
                                                  is best suited for your marketing needs and your budget.

   Snapshot™                                      Snapshot plus™                               portrait™
   A computer comparison that typically           A computer comparison PLUS a review          Get a Snapshot Plus—A 100%
   links 50% to 65% of your file to               of your customer records that are            match rate on education institutions
   MDR’s database.                                “loosely” linked to MDR’s database.          is achieved when all unmatched
                                                  This process will typically increase the     customer records are researched and
                                                  match rate 70% to 85%.                       manually linked to the MDR database.
                                                                                               Portrait is Snapshot Plus, PLUS more!



MdR’s Customer Name Matching system




                                                                                                                                                 daTabasE MaRkETINg
Make your mailings even more effective by appending specific job titles to customer names. Job
title appending creates extremely targeted and personalized customer communications that can
strengthen customer loyalty and result in even higher response rates.

Learn More About Your best-
responding Audience—past
Customers
The annual turnover rate in the education market
shows a considerable change among teachers and
administrators. Customers who were teachers may
now be chairpersons, and first-grade teachers may
now be library/media specialists.
MDR’s Customer Name Profiles will help you get an
accurate, detailed view of your customers at the title
level. You can learn:
• Which names on your customer file are educators
  (pre-K through college)
• What job titles your customers currently hold
• What percentage are administrators, teachers,
  professors, and chairpersons
• What percentage are day care personnel
• What percentage purchase by direct mail from
  other companies


                mDr can enhance your data with information, such as teacher income,
                      grade level, at-home profiles, institution size, and more.
Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                      53
                           daTabasE MaRkETINg: CusToMER aNaLYTICs




                            eCPR
                            MDr’s Newly Engineered and Completely Interactive Customer pattern
                            recognition™ profiles
                            Pinpoint your best-prospecting opportunities by combining customer data with MDR’s
                            demographically rich data.

                            The new, interactive format of our exclusive and innovative profiling system provides the market insight you need to make smart
                            marketing decisions. Just decide which data variables, market segments, and data analysis to view on your eCPR profile.
                            • Change data variables using the drop-down menu, with dozens of variables to choose from.
                            • Switch between penetration and revenue analysis with a radio button click.
                            • Choose summary reports and market segments by changing worksheet tabs.


                            Customized and Easy to use, eCpr profiles Will help You:
                            • See which segments of your market perform the best
                            • Determine your most profitable prospects
                            • Use the data to direct and support your marketing strategy
daTabasE MaRkETINg




                            • Evaluate responses on specific mail campaigns
                            • Uncover and track trends
                            • Put the data to use; easily copy and paste data and charts into your reports and presentations




                                                                     drop-down menu with                                 switch between
                                                                     dozens of data variable                             penetration and
                                                                            choices                                      revenue values




                             easily tab
                          between market
                             segments
                           and summary
                             reports—
                             all in one
                             workbook



                     54                                                                                       mdr run counts or order at www.schooldata.com
                                                                               daTabasE MaRkETINg: CusToMER aNaLYTICs




affinity Modeling
MDr’s Custom Marketing Intelligence
Tool Explains, Defines, and Scores the
Education Market for You
This cost-effective modeling solution delivers
actionable education market insight to
increase your ROI.




The right Messages. The right buyers.                             Affinity Modeling is:
The right Time.                                                   • Built on the MDR universe. Your customers are
Identify what motivates buying behaviors, and with superior         compared against MDR’s comprehensive database to
accuracy, choose the best-performing customer segments for          identify prospects that resemble your best-performing




                                                                                                                                           daTabasE MaRkETINg
your direct marketing programs.                                     customers.

MDR scores best performers and high-potential prospects           • Affordable. A fraction of the cost of traditional statistical
using a sophisticated two-stage modeling and scoring                modeling, Affinity Modeling offers custom, cost-effective
system. Using revenue data and campaign response results,           education market segmentation for less.
Affinity Modeling builds a segmentation strategy to help target   • More predictive. Based on statistics. Affinity Modeling
segments for maximum revenue and response. We can also              analyzes hundreds of MDR data variables, thousands of
suppress underperforming segments and can tag each list             campaign records, and your customer results to deliver
segment to easily track, evaluate, and analyze responses.           concrete and more predictable insight into customer buying
                                                                    behaviors.
use Affinity Modeling to:
• Improve return on prospect campaigns
• Increase customer retention and loyalty                                 geT The faCTS
                                                                    learn how Affinity Modeling can help you build a more effective
• Develop more successful cross-sell and
                                                                    and profitable direct marketing strategy.
  up-sell opportunities
                                                                    Sign up today: schooldata.com/mdrgetthefacts.asp
• Find new areas to grow/expand in the
  education market




                                   learn more about your customers.
                     Contact your mDr representative today for a free consultation.


Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                55
                          daTabasE MaRkETINg: CosT-saVINg TooLs




                                                                               Mail smarter and More
                                                                               Efficiently to Maximize RoI
                                                                               Direct marketing can be expensive. MDR can help
                                                                               you save money by eliminating duplicate and inactive
                                                                               names on your list.




                          Educator scrub Merge/purge
                                                                                                     Save Money With Educator Scrub
                          Improve Delivery and Response Rates When You Stop Mailing
                          to Inactive Names on Your List                                                 and Smart Merge/Purge
                          With an annual turnover rate of 20%, it’s essential to keep your
                          customer records clean and up to date. MDR’s Educator Scrub                     No Merge/Purge
                          Merge/Purge combines the unique process of Smart Merge/Purge
                                                                                                                                      Cost Per       Total
                          with our exclusive Educator Delete Database to effectively clean and
daTabasE MaRkETINg




                                                                                                                           # Mailed     Piece        Cost

                                                                                                 Before
                          enhance your customer lists so you can achieve better results.
                                                                                                          Customer Lists   35,000      $1.50      $52,500
                          Use the power of Educator Scrub Merge/Purge when you                            MDR Lists        50,000      $1.50      $75,000
                          have multiple lists from more than one source. Duplicates and
                          inactive names are removed so you get a clean, accurate, and                    Mailing Total    85,000                $127,500

                          cost-effective mailing.


                          Smart Merge/purge™                                                              Smart Merge/Purge
                          Optimize your mailing files using MDR’s Smart Merge/Purge. Our                                              Cost Per       Total
                          matching processes are customized for dealing with education mail                                # Mailed     Piece        Cost
                          files to make your mailing more efficient, responsive, and                      Customer Lists   32,500      $1.50      $48,750
                                                                                                 GOOD




                          cost-effective.                                                                 MDR Lists        41,000      $1.50      $61,500
                          All merge/purge projects include these cost-saving services:                    Merge/Purge                                $850

                          • Address standardization                                                       Mailing Total    73,500                $111,100
                                                                                                                                 Total Savings = $16,400
                          • ZIP Code correction
                          • Elimination of undeliverable addresses
                          • Postal discounts by appending:
                                                                                                          Educator Scrub Merge/Purge
                            – ZIP+4
                                                                                                                                      Cost Per       Total
                            – Delivery point barcodes                                                                      # Mailed     Piece        Cost

                            – Carrier route codes                                                         Customer Lists   27,600      $1.50      $41,400
                                                                                                 BEST




                          Your lists are then merged with customized MDR lists, and duplicate             MDR Lists        41,000      $1.50      $61,500
                                                                                                          Merge/Purge                                $990
                          names are eliminated. After the merge/purge, you receive:
                          • A final mailing list on the stock of your choice                              Mailing Total    68,600                $103,890
                                                                                                                                 Total Savings = $23,610
                          • A detailed merge/purge summary analysis
                          • Postal CASS forms to obtain postal automation discounts




                     56                                                                                    mdr run counts or order at www.schooldata.com
                                                                                daTabasE MaRkETINg: CosT-saVINg TooLs




   Increase deliverability and Response Rates with
   accurate, Clean Lists

   Educator Delete Database...Exclusively From MDr!
   Your customer database is the most responsive list in any direct mail campaign.
   An annual turnover rate of 20% means your file must be kept current. Use our innovative Educator Delete Database
   to make sure your mailings reach valid contacts. MDR maintains a database of more than 9 million educators no longer
   at their school. By matching your customer file to our database, we can identify outdated contacts and help you ensure
   better-targeted, more cost-effective mailings.




  File Cleaning plus
  MDR’s File Cleaning Plus combines highly accurate and
  our best-in-class MDR mailing addresses and top-notch
  standardization software available to:
                                                                                   Super 10 Data Append™




                                                                                                                                         daTabasE MaRkETINg
  • Append MDR’s mailing address, where possible, for
                                                                                   Super 10 Data Append boosts the power
    the best ZIP+4 rate available to increase deliverability
                                                                                   of your data and enhances your files by
    and maximize postal discounts
                                                                                   correcting and updating the 10 key data
  • Standardize institution names                                                  elements critical to direct marketing success:
  • Identify closed institutions
                                                                                   • MDR institution name and address
  • Clean, code, and
                                                                                   • Telephone number
    standardize address
    information                                                                    • School level

  • Correct ZIP Codes                                                              • Household income

  • Meet all standards of                                                          • Job title code
    address accuracy as                                                            • Institution type
    well as all documentation
                                                                                   • Student enrollment
    necessary to meet USPS
    documentation requirements                                                     • AIM range code
    (CASS certified)                     Did You know?                             • No longer teaching flag...an MDR exclusive
                                         The forwarding rate for                   • Closed institution flag
                                         promotional materials decreases
                                         significantly once an educator
                                         has not been at the institution
                                         for six months or more.




                       Save money and maximize your marketing results with mDr!


Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                              57
                                       PRICEs aNd TERMs


                        Minimum orders                                                                                                                 specific selects (continued)
                          Education Lists ............................................................................... $450/Order                      Opening/Closing Dates ..........................................................................                      $13/M
                          Education Lists With Postal Presort ...................................... $450/Order                                           Phone Numbers Keycoded ..................................................................                             $25/M
                          Volume Discount Agreements ................................................. $450/Order                                         Poverty Level ..............................................................................................          $13/M
                          DM-Optimizer .....................................................................................$500/Order                    Power Buyers .............................................................................................            $35/M
                          E@ppend and E@quire...................................................................$500/Order                                Private School Selects ............................................................................                   $13/M
                                                                                                                                                          Safe and Drug-Free Schools ...............................................................                            $25/M
                        base List Prices                                                                                                                  Second-Year Teachers ..........................................................................                       $25/M
                        Prices below are based on a per thousand (/M) rate.                                                                               Special Education Enrollment .............................................................                            $13/M
                         Institutions – Title Addressed (up to 30 characters)                                                                             Special Education Funding ...................................................................                         $13/M
                          School and District Buildings,                                                                                                  Special Facilities/Programs ..................................................................                        $13/M
                           Regional and County Centers, BIA Schools.................................                                           $44/M      Spring Break Dates .................................................................................                  $13/M
                          Colleges and Universities .......................................................................                    $54/M      Student Need Indicator ..........................................................................                     $13/M
                          Day Care Centers ......................................................................................              $54/M      Substance Abuse .....................................................................................                 $13/M
                          Public Libraries............................................................................................         $54/M      Teachers New to Their Jobs ................................................................                           $25/M
                          Canadian Schools .....................................................................................               $54/M      Tech Sophistication Index™ ................................................................                           $25/M
                         School personnel by Name                                                                                                         Technology Budgets ...............................................................................                    $25/M
                          School District Administrators by Name ..........................................                                    $68/M      Technology Selects .................................................................................                  $13/M
                          Principals .......................................................................................................   $44/M      Test Scores .................................................................................................         $35/M
                          Teachers ........................................................................................................    $70/M      Title I Funding Selects .............................................................................                 $25/M
                          College Personnel by Name..................................................................                          $95/M      Title I Schoolwide Program ..................................................................                         $13/M
                          Day Care Personnel by Name ..............................................................                            $70/M      Title II Professional Development Funding .....................................                                       $25/M
                          Public Librarians/School Librarians by Name ................................                                         $70/M      TV Viewing Area (DMA) ..........................................................................                      $13/M
                          Canadian Principals ..................................................................................               $70/M      VCR Selects ................................................................................................          $13/M
                          Educators at Home ...................................................................................                $70/M      Verified Title .................................................................................................      $13/M
                                                                                                                                                          Years at a School .....................................................................................               $25/M
                                                                                                                                                          Years of Experience ................................................................................                  $25/M
PRICEs aNd TERMs




                        specific selects
                        The following specific selects are available at additional cost:
                                                                                                                                                       direct Mail buyers
                         Advanced Placement .............................................................................. $13/M
                         AIDS Education ......................................................................................... $13/M                 School personnel by Name
                         Alternative Programs ............................................................................... $13/M                      College Faculty and Administrators ............................................... $105/M
                         Bilingual Education Funding ................................................................. $13/M                             Day Care Directors ................................................................................ $105/M
                         Blue Ribbon Schools .............................................................................. $13/M                        District Administrators ......................................................................... $105/M
                         Charter Schools ........................................................................................ $13/M                  School Principals ...................................................................................... $89/M
                         Computer-Using Educators ................................................................. $13/M                                School Teachers and Librarians ...................................................... $105/M
                         County Buying Power ............................................................................. $13/M                        Educators at home buyers .................................................................. $105/M
                         Designated Market Area (DMA) .......................................................... $13/M                                  Infobuyers ................................................................................................... $105/M
                         Direct Response Index™ (DRI) ........................................................... $35/M
                           DRI With Buyers .................................................................................... $20/M                  home demographics and buyer selects
                         DRI for Special Education ..................................................................... $35/M                         The following buyer selects are available at additional cost:
                         DRI for Title I ............................................................................................... $35/M          Age .................................................................................................................   $13/M
                         Enrollment .................................................................................................... $13/M          Book Buyers ...............................................................................................             $13/M
                         E-Rate Applicants .................................................................................... $13/M                   Classroom Materials Purchasers .......................................................                                  $13/M
                         Expenditures ............................................................................................... $13/M             Educators as Sales Agents ..................................................................                            $13/M
                         Failing Schools ........................................................................................... $35/M              Interest Level ..............................................................................................           $13/M
                         Fax Numbers .............................................................................................. $35/M               Marital Status .............................................................................................            $13/M
                         First-Year Teachers ................................................................................. $25/M                    Multibuyers ..................................................................................................          $14/M
                         Gender Selection ...................................................................................... $13/M                  Presence of Children ...............................................................................                    $13/M
                         Geographic .................................................................................................. $13/M            Presence of Children by Age and Gender .....................................                                            $20/M
                         Highest Degree Level .............................................................................. $25/M                      Recency of Purchase ..............................................................................                      $14/M
                         Household Income ................................................................................... $13/M                     Seminar Attendees ..................................................................................                    $13/M
                         Keycoding (per keycode, except phone numbers) ...................... $3/M                                                      Software Buyers ........................................................................................                $13/M
                         LEP Enrollment .......................................................................................... $13/M                Telephone Numbers ................................................................................                      $25/M
                         LifestyleNE Indicator .................................................................................. $25/M                 Video/Multimedia Buyers ......................................................................                          $13/M
                         Magnet Schools/Programs .................................................................. $13/M
                         Market Power ............................................................................................. $25/M
                         Maximum Per Building ........................................................................... $13/M
                         Metro Status ............................................................................................... $13/M
                         Minority Percentage ................................................................................ $13/M
                         New Teachers ............................................................................................ $25/M
                         Number of Branches/Main Public Library ...................................... $13/M                                             Prices effective July 1, 2011, subject to change without notice.
                         Number of Classrooms .......................................................................... $13/M                              All prices are in U.S. dollars, state and local taxes where applicable.
                         Number of Schools in District ............................................................. $13/M
                         Number of Teachers ............................................................................... $13/M


                   58                                                                                                                                                                 mdr run counts or order at www.schooldata.com
                                                                                                                                                                              PRICEs aNd TERMs


E-Marketing solutions                                                                                                        Trade secrets agreement
 E@quire – one-Time Deployment                                                                                               Customers acknowledge that the information licensed by MDR is
  K-12, District, Day Care, Library ....................................................... $299/M                           proprietary to MDR and comprises: (a) works of original authorship,
  College.......................................................................................................... $350/M   including compiled information containing MDR’s selection, arrangement
  Educators at Home ................................................................................. $250/M                 and coordination, and expression of such information or preexisting
  InfoBuyers ................................................................................................... $250/M      material it has created, gathered, or assembled; (b) confidential trade
                                                                                                                             secret information; and (c) information that has been created, developed,
 E@quire plus
                                                                                                                             and maintained by MDR at great expense of time and money such that
  K-12, District, Day Care, Library First Deployment............... $299/M                                                   misappropriation or unauthorized use by others for commercial gain
    Second Deployment ........................................................ $210/M
                                                                                                                             would unfairly and irreparably harm MDR. The customer shall not commit
  College First Deployment .................................................... $350/M
                                                                                                                             or permit any act or omission that would impair MDR’s proprietary and
    Second Deployment ........................................................ $270/M
                                                                                                                             intellectual property rights in the information licensed by MDR.
  Educators at Home First Deployment.................................. $250/M
    Second Deployment ........................................................ $175/M                                        accuracy of List Counts
  InfoBuyers First Deployment ............................................... $250/M
    Second Deployment ........................................................ $175/M                                        Since MDR continually updates its lists and data, counts will vary. Call
                                                                                                                             MDR for counts when placing your order.
 DM-optimizer
  DM-Optimizer requires a corresponding direct mail list purchase.                                                           adjustments
  Direct mail list fees and minimum order are separate.
                                                                                                                             No adjustments can be made unless we are notified in writing within 20
  DM-Optimizer – Email List ................................................... $225/M
                                                                                                                             days of any discrepancies between the list as delivered and your order.
  Educators at Home E@quire – DM-Optimizer – Email List ... $150/M
 E@ppend                                                                                                                     guarantee of deliverability
  E@ppend – One-Time Deployment ..................................... $350/M                                                 MDR will refund $1 for every piece of undeliverable mail you get from an
  E@ppend Premium ............................................................ $499/M                                        MDR compiled school, library, and early childhood address file that is
                                                                                                                             received by MDR within 90 days of the invoice date. Furthermore, MDR
 Additional Services
                                                                                                                             will pay $500 to the first person to find any public school building not
  Message Set-Up Charge ........................................... $125 Flat Fee
                                                                                                                             in our database. Certain other lists (supplemental or related) have been
  (Complex messages may incur an additional fee.)




                                                                                                                                                                                                               PRICEs aNd TERMs
                                                                                                                             included in this catalog. They are not fully guaranteed but have been
Electronic delivery options                                                                                                  carefully screened by MDR in terms of deliverability and responsiveness.
  CD-ROM .......................................................................... $40/List
                                                                                                                             Limits of Liability
  Email ................................................................................. $40/List
  FTP (file transfer protocol) ................................................. $40/List                                    MDR has used its best efforts to ensure accuracy of this list but does not
                                                                                                                             guarantee its accuracy in all respects. MDR’s liability for any damages
stock/output Charges                                                                                                         or loss sustained by the purchaser through the use of this list shall be
Minimum charge of $100 on all print label orders.                                                                            limited to the cost of this list. In no event shall MDR be liable for any
 Cheshire Labels .................................................................. $25/M                                    special or consequential damages.
 Pressure-Sensitive Labels, 4-Up ......................................... $25/M
 Second Originals ...................................................... Call for Quote

shipping and handling
MDR will ship all orders via second-day delivery. We also offer overnight
(by 10:30 a.m.), next day (by 3 p.m.), and ground (3-7 days) deliveries.

delivery schedule
Approved orders will be shipped within 24 hours.

approval
Sample mailing piece and signed security agreement required with all
buyer rental orders.

Payment
Payment upon receipt. Prepayment with initial order(s) for new accounts                                                                      flexible Pricing Plans available!
or charge to your Visa, MasterCard, or American Express.
                                                                                                                                      Contact your MDR Representative for information
Reuse of List                                                                                                                       about our new subscription pricing for direct mail and
                                                                                                                                    email lists. Our flexible pricing plans are cost-effective
Lists are supplied for one-time use, unless multiple use is agreed upon in
                                                                                                                                       and can help you efficiently reach your markets.
writing before acceptance of the order. Unauthorized use of lists will be
subject to duplicate billings and/or damages. Lists are seeded to detect                                                               Call your MDR Representative at 800.333.8802
unauthorized use.                                                                                                                        to find out which pricing plans best fit your
                                                                                                                                                marketing and budget needs.




Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                                                                                    59
                             gLossaRY


                DISTrICT TITLE DEFINITIoNS                                          federal Programs
                                                                                     Federal Program Directors
                superintendents/school boards                                        Administers federal funding programs, including Title I
                 Superintendents                                                     and Title V.
                 Responsible for the overall operation of all schools within         Title I (College and Career Ready)
                 a district.                                                         Administers federal assistance programs for compensatory
                 Assistant/Deputy Superintendents                                    education for disadvantaged children.
                 Assists the superintendent administratively, often in the areas     Title II (Improving Teacher Quality)
                 of curriculum and finance.                                          Allocates Title II federal funds for programs designed to
                 School Board Presidents                                             improve the quality of the teaching staff through staff
                 Chairperson of the school committee or school board                 development, training, and certification.
                 representing community interest.                                    Title V (School Choice and Innovative Programs)
                                                                                     Administers federal school improvement programs, including
                business Personnel                                                   the acquisition of educational materials, programs for at-risk
                 Business/Finance/Purchasing                                         students, and innovative improvement programs.
                 The district’s chief manager of fiscal services.                    Bilingual/ELL (Language Acquisition)
                 Buildings and Grounds                                               Supervises programs funded by ESEA Title III Language
                 Responsible for maintenance of buildings and grounds.               Acquisition grants and all programs teaching English as a
                                                                                     second language.
                 Food Services
                 Supervises the food service program.                                Migrant Education
                                                                                     Administers programs to assist migrant children with
                 Transportation
                                                                                     overcoming cultural and language barriers and other challenges
                 Responsible for bus scheduling, maintenance, etc.
                                                                                     that place them at risk for completing their education.
                 Health Services
                 Supervises physical and mental health services.                    guidance and Testing
                 Teacher Personnel                                                   Guidance/Counseling
gLossaRY




                 Responsible for hiring teaching staff.                              Coordinates the counseling activities with students and
                 Public Information                                                  parents, including testing, college placement, and referral.
                 Responsible for activities involving community relations,           Testing (Academic)
                 communications, and/or publications.                                Responsible for overseeing academic testing that evaluates
                 Title IX Affirmative Action                                         student academic progress or achievement.
                 Supervises equal opportunity education and employment               Testing (Psychological)
                 practices.                                                          Responsible for administering psychological tests, evaluating
                 Management Information Systems                                      student behavior, and providing counseling.
                 Responsible for preparation, storage, and retrieval of data for     Student Personnel Services
                 management and reporting.                                           Oversees services provided for overall student welfare.
                 Safety/Security                                                     Substance Abuse Prevention
                 Coordinates inspection of facilities/grounds; educates              Responsible for administering comprehensive district-wide
                 students and faculty on crime, violence, and drug abuse.            drug and alcohol abuse education programs.
                 Accountability                                                      AIDS Education
                 Submits and updates data to meet state and federal requirements,    Coordinates comprehensive AIDS education programs.
                 such as enrollment statistics and performance ratings.
                                                                                     Character Education Directors
                                                                                     Coordinates programs which develop student character
                Technology/Media
                                                                                     traits, including citizenship, honesty, respect for self and
                 Technology/Computer Coordinators                                    others, kindness, courage, and fairness.
                 Responsible for recommending, purchasing, and
                                                                                     At-Risk Coordinators
                 implementing the use of computer-related products for
                                                                                     Administers district-wide programs aimed at students who
                 instruction.
                                                                                     are at risk of dropping out of school.
                 Instructional Media Services
                                                                                     Social Work
                 Responsible for total media programs, including audiovisual,
                                                                                     Responsible for identifying and resolving social, emotional, and
                 instructional television, and library services.
                                                                                     behavioral problems that interfere with academic performance.
                 Video
                                                                                     Parental Involvement
                 Oversees the purchase of video hardware and software.
                                                                                     Responsible for coordinating programs that actively involve
                 Network System Administrators                                       parents in the education of their children.
                 Maintains the district’s networked system of computers,
                 servers, printers, and other network technologies.
                 Webmasters
                 Designs and maintains the district’s website.


           60                                                                                    mdr run counts or order at www.schooldata.com
                                                                                                                      gLossaRY

Curriculum supervisors                                             Curriculum supervisors – Non-Core Curriculum
 Research and Development                                           Art
 Responsible for evaluating and developing curriculum.              Responsible for all art programs and courses.
 Early Childhood Ed                                                 Music
 Responsible for the Pre-K through Grade 3 curriculum.              Supervises the vocal and instrumental music curriculum.
 Adult Ed                                                           Foreign/World Languages
 Supervises activities designed to meet the unique needs            Responsible for foreign/world languages programs.
 of adults and youths beyond the age of compulsory                  Religious Ed
 attendance.                                                        Directs, supervises, and/or coordinates the religious
 Gifted/Talented                                                    curriculum instruction (Catholic dioceses only).
 Coordinates the curriculum and instruction for academically        Health/Phys Ed
 gifted/talented students.                                          Coordinates the health, sex education, and physical
 Before- and After-School Coordinators                              education programs.
 Responsible for programs that provide supervision and              Driver Ed/Safety
 activities to children during the hours before and/or after the    Responsible for coordinating the driver education programs
 regular school day.                                                within the school district.
 Summer School                                                      Athletic Directors
 Oversees the summer school programs at all schools                 Directs athletic programs for all sports.
 throughout the district.
 Teacher Mentors                                                   special and Remedial Education
 Coordinates programs that provide assistance and guidance          Special Ed
 to new or less experienced teachers.                               Supervises programs for the mentally/physically challenged
 In-Service Training/Staff Development                              or children with learning differences.
 Provides programs for professional development of                  Remedial Reading
 instructional staff.                                               Directs, supervises, and/or coordinates remedial reading
 Magnet School                                                      curriculum and instruction.
 Responsible for the curriculum development of magnet
 schools, which are organized to provide enriched curricula        Career & Technical Education




                                                                                                                                          gLossaRY
 for a diverse student population.                                  Formerly known as Vocational Education.
 Multicultural Curriculum                                           Career & Technical Ed
 Responsible for development and supervision of programs            Responsible for career and technical education programs,
 ensuring culturally diverse curricula.                             planning, and administration (includes business education,
 RtI Coordinators                                                   industrial arts, consumer education, etc.).
 Responsible for the implementation of Response to                  Technology Ed
 Intervention (RtI) programs and services for all students          Supervises career and technical education programs in trade
 within their district. They also identify students at risk for     and industry skills.
 poor learning outcomes, monitor student progress, provide          Family/Consumer Sciences
 evidence-based interventions, and adjust interventions based       Supervises activities including home economics, family living,
 on student responsiveness.                                         clothing and textiles, and consumer education.
 STEM Coordinators                                                  Business Ed
 Responsible for overseeing, promoting, assessing, and              Supervises all business education activities, such as
 strengthening the district’s science, technology, engineering,     keyboarding, shorthand, bookkeeping, clerical, etc.
 and math (STEM) competencies for every K-12 student,
 allowing them to succeed in a knowledge-based workplace            Marketing/Distributive Ed
 and community.                                                     Oversees programs designed to acquaint students with
                                                                    service and retail professions (may include on-the-job
Curriculum supervisors – Core subject Curriculum                    training and work-study programs).

 Curriculum/Instruction                                             Tech Prep Coordinators
 Oversees all areas of curriculum and instruction.                  Responsible for the program that combines academics with
                                                                    technical education in a program of study linking secondary
 English/Language Arts                                              with postsecondary education.
 Supervises the English/language arts programs.
                                                                    Career Ed/School-to-Work
 Reading                                                            Oversees career education programs that acquaint students
 Responsible for reading curriculum and instruction programs.       with the world of work and various career choices.
 Mathematics
 Oversees the math curriculum and instruction.
 Science
 Supervises the science curriculum and instruction programs.
 Social Studies
 Supervises the social studies curriculum and instruction.



Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                               61
                gLossaRY


                SELECTIoN DEFINITIoNS                                                 Classroom Materials Purchasers
                                                                                      Known buyers of supplies, supplemental materials, and other
                adoption states/open Territories                                      education-related materials. $13/M
                 In adoption states, the textbook selections/adoption decisions       Educators as Sales Agents
                 are made at the state level, and districts must choose from          Educators who coordinate schoolwide programs, such as
                 a state-approved list in order to receive state funds for            book clubs, or oversee purchases of juvenile periodicals
                 instructional materials purchases. In open territories, districts    used at home. $13/M
                 make their own selections/adoption decisions. $13/M                  Multibuyers
                                                                                      Educators who have responded to or purchased from more
                adult Education                                                       than one direct mail company. $14/M
                 Selects schools that offer adult education classes in addition
                                                                                      Power Buyers
                 to regular classes for any K-12 grades. Adult education,
                                                                                      Educators who have purchased within the past year and
                 sometimes called Continuing Education or Adult Basic
                                                                                      who are located in an institution with robust buying activity.
                 Education, is instruction for adults and youths beyond the
                                                                                      It combines the higher DRI categories with the 12-month
                 age of compulsory school attendance. $13/M
                                                                                      Recency of Purchase select. $35/M
                advanced Placement                                                    Recency of Purchase
                 Schools and districts with Advanced Placement (AP) programs          Verified teacher buyers who have purchased through the
                 offer accelerated courses which qualify for college credit. $13/M    mail within the past 6 or 12 months. $14/M
                                                                                      Software Buyers
                affluence Indicator                                                   Educators who have purchased computer software for
                 Rank institutions by socioeconomic status. Data points ranging       curriculum use in the classroom. $13/M
                 from specific variables to census data are incorporated into         Video/Multimedia Buyers
                 the formula. The indicator is carried across different file types    Educators who have purchased videos, CD-ROMs, and
                 (libraries, public and private schools, and day cares). The          other types of audiovisual products. $13/M
                 underlying algorithm for each entity is created specifically
                 for that type of institution using data variables and attributes    Charter schools
                 specific to their institution types. $13/M                           These public schools have been given certain freedoms from
                                                                                      state and local requirements, regulations, and policies, allowing
                alternative schools/Programs
gLossaRY




                                                                                      for more administrative independence. They may offer alternative
                 Alternative education offers a specialized curriculum                types of curriculum and innovative approaches. $13/M
                 designed to meet the needs of a particular group of students
                 who are frequently at risk of dropping out of school and            Classroom subject specialists
                 require a more structured environment. $13/M                         Many classroom teachers, especially in Grades 5-8, also
                                                                                      specialize in a particular subject (such as reading, math,
                average Tuition (day Care Centers)                                    science, or social studies). No charge.
                 The average monthly tuition for a day care center. $13/M
                                                                                     College-bound students
                before- and after-school Programs                                     The percentage of twelfth-grade students within a district
                 This selection identifies schools and districts that provide         planning on attending two- or four-year colleges. $13/M
                 before-/after-school supervision for children who are in
                 kindergarten and elementary schools. Also, day care centers         Customized Titles
                 offering supervision of school-age children before and after         When selecting name records, the job function you choose
                 regular school hours are identified. $13/M                           accompanies the personal name on the output. This option
                                                                                      lets you override the job function and replace it with a title
                bilingual Education funding                                           line of your choosing (up to 30 characters). No charge.
                 Targets districts by the amount of bilingual education funding
                 they receive from federal (Title III) and state sources. The        defaulting system
                 grants support English Language Acquisition programs in              Each name on our database is linked to a specific job title.
                 districts and the schools in those districts. $13/M                  Since the ideal job title for your mailing may not exist in every
                                                                                      school or district, MDR’s free defaulting system lets you
                blue Ribbon schools                                                   select the next best title or name. No charge.
                 Identifies public and nonpublic schools that have been
                 formally recognized as “excellent” learning institutions by the     direct Response Index™ (dRI)
                 U.S. Department of Education. $13/M                                  Targets institutions by their likelihood to purchase education
                                                                                      products and services through direct mail. Choose from five
                buyers at schools/Colleges/day Care Centers/                          categories—high to low. $35/M
                Libraries                                                             Direct Response Index for Special Education
                 Targets educators by name identified as direct mail buyers           Targets public schools and districts by their likelihood to buy
                 by leading education direct marketers.                               special education products and services through direct mail.
                 Book Buyers                                                          $35/M
                 Purchasers of books for teacher training, professional
                 development, or curriculum enhancement from school
                 budgets or personal funds. $13/M

           62                                                                                      mdr run counts or order at www.schooldata.com
                                                                                                                           gLossaRY


 Direct Response Index for Title I                                   International baccalaureate
 Identifies districts and schools based on their propensity to        Identifies schools and districts that are part of the IB
 buy products and services using their Title I dollars. $35/M         organization of schools that offer a challenging curriculum for
                                                                      students aged 3 through 19. The program aims to develop
ELL/EsL Programs                                                      the intellectual, personal, emotional, and social skills to live,
 Identify districts and schools teaching English language classes     learn, and work in a rapidly globalizing world. $13/M
 to students whose first language is not English. $13/M
                                                                     Library Media Centers
Enrollment shift Indicator                                            Identifies schools with a library media center. $13/M
 Indicates the range of percentage change (increase or
 decrease) in school and district enrollments from the prior         LifestyleNE Indicator
 year. $13/M                                                          New Evolution (NE) segmentation from Claritas, Inc.,
                                                                      includes 14 lifestyle categories based on urbanicity, income,
E-Rate                                                                education level, housing type, and product purchases. Use
 Discounts used for telecommunications services, such as              to indicate the type of lifestyle found in the neighborhood
 basic phone service, Internet access, or internal wiring.            surrounding a district, school, day care center, college,
 Administrators                                                       public library, or educators at home. $25/M
 Identifies the individual who submitted and authorized the
 required E-rate funding applications. $13/M                         LEP Enrollment
 Applicants                                                           Identifies districts and their schools by the number or
 Identifies districts, dioceses, public and nonpublic schools, and    percentage of Limited-English Proficient students being served
 public libraries that have applied for E-rate discounts. $13/M       in appropriate programs of language assistance. $13/M

Expenditures Per student                                             Locale Codes
 Two types are available on districts and public schools.             Code is assigned to an institution based on population and
                                                                      population density within ZIP Codes. One of eight codes is
 All Instructional Materials (AIM) Expenditures                       available. $13/M
 Represents the district’s spending for all supplies and
 materials used for instructional purposes; it is the total          Magnet Programs/schools
 amount of expenditures for textbooks and other instructional         A public school offering enriched curricula to attract students




                                                                                                                                               gLossaRY
 materials. $13/M                                                     from a broad cross section of the community. Magnet
 Current Expenditures                                                 programs also exist in regular schools in special subject
 Represents the total operating cost for the district, including      areas. $13/M
 teacher salaries, instruction, support service, and food
 service. $13/M                                                      Market Power
                                                                      Market Power (MP) ranks buildings by a combination of
fax Numbers                                                           enrollments and expenditures targeting the smallest number
 This is the fax number for a school or district. Use this option     of buildings with the largest percentage of spending. $25/M
 cautiously as the FCC and some states, such as Michigan,
 have statutes restricting the use of fax machines. $35/M            Maximum Per building
                                                                      When using personal names, this controls the number of
first-Year Teachers                                                   pieces sent to each building. $13/M
 Identifies those teachers who are new to the profession.
 $25/M                                                               Metro status
                                                                      Divides schools into three areas—Urban, Suburban, and
gifted and Talented                                                   Rural—based on Metropolitan Area (MA) classification and
 Identifies schools and districts that provide students with          population. $13/M
 high-aptitude, accelerated academic opportunities. $13/M
                                                                     Minority Percentage
grade or grade Range                                                  The percentage of students in a public school belonging
 Targets a building by a specific grade level or range of             to a specific ethnic group: Asian, African-American, Native
 grades. No charge.                                                   American, Hispanic, and Caucasian. $13/M

highest degree Level                                                 Name and Title selection
 Identifies teachers who hold a bachelor’s, master’s, or              This adds the assigned title or job function to a personal
 doctorate degree. $25/M                                              name record. No charge.

household Income                                                     New schools
 Based on Census data and updated using modeling                      These are schools that have opened within the past year. $13/M
 techniques, this is the median household income found in
 the neighborhood surrounding a district, school, day care           New Teachers
 center, college, or public library. $13/M                            Names added to MDR’s database during the 2010-2011
                                                                      school year. $25/M



Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                    63
                gLossaRY


                Number of Teachers                                                   special Education Enrollment
                 The number of full-time equivalent teachers in a public              Selects districts and their schools by the number or
                 school or district. This may be less than the total number           percentage of students having a written Individualized
                 of teachers employed and does not include administrators,            Education Plan (IEP), indicating their participation in a Special
                 library/media specialists, and guidance staff. $13/M                 Education program. $13/M

                Poverty Level                                                        special Education funding
                 The percentage of children in the district from families below       Targets districts by the amount of Special Education funding
                 the poverty line based upon school district data files from the      they receive from federal and state sources. The grants
                 U.S. Census Bureau. $13/M                                            support programs for special needs students in districts and
                                                                                      the schools in those districts. $13/M
                Power buyers
                 This selection combines MDR’s exclusive DRI with the                school break dates
                 recency of purchase selection to identify ready-to-buy               Identifies public districts and schools based on dates they
                 educators in the most responsive schools. $35/M                      are closed for mid-winter and spring break vacations. Any
                                                                                      range of dates can be used to select institutions by their
                Presence of Job                                                       mid-winter or spring break start and end dates. The majority
                 This allows for the selection of buildings based on the fact         of institutions are closed for a one-week span—Monday
                 that a person holding the job function you have chosen               through Friday. $13/M
                 actually exists in those buildings. You then have the option of
                 targeting different individuals by name within those buildings.     school Reform
                 $13/M                                                                Failing Schools
                                                                                      Identifies schools that have failed to meet state standards
                Programs offered (day Care Centers)                                   in reading and math. The districts to which these schools
                 Select day cares by the programs they offer at the center,           report have also been identified. $35/M
                 such as preschool and kindergarten. $13/M
                                                                                      Failing Schools by Subject
                                                                                      This selection identifies schools by the subject (reading and/
                Race to the Top                                                       or math) in which the overall student population failed to
                 Race to the Top is a competitive program to help states drive
                                                                                      achieve adequate yearly progress (AYP). $35/M
                 significant improvement in student achievement by focusing
gLossaRY




                 on increasing teacher effectiveness, establishing data systems       Failing Schools Enrollment Ratio
                 to track progress and foster continuous improvement,                 Indicates the percentage of students in a district who are
                 progressing toward rigorous college- and career-ready                enrolled in Failing Schools. The ratio was calculated by
                 standards and quality assessments, and supporting targeted           adding Failing Schools enrollments and dividing by the total
                 and effective interventions to turn around schools identified for    district enrollment. $35/M
                 corrective action and restructuring. $13/M                           School Improvement
                                                                                      Schools that have been identified by their state departments
                Radius                                                                of education as failing to make adequate yearly progress for
                 Identifies institutions located within concentric circles from       two or more consecutive years. $35/M
                 a given geographic location (complex jobs by quotation).             SES (Supplemental Educational Services)
                 $13/M                                                                This is a list of schools and the districts to which they
                                                                                      report that have failed to make adequate yearly progress for
                Random (Nth) select                                                   three consecutive years and are eligible for Supplemental
                 This generates a random sort of your lists for testing               Educational Services (SES), according to No Child Left
                 purposes. No charge.                                                 Behind (NCLB). $35/M
                                                                                      Number and Percentage of Failing Schools in a District
                safe and drug-free schools                                            The total number or percentage of schools in a district that
                 Targets districts and their schools that have received these         have failed to make adequate yearly progress in the past
                 grants for drug and violence prevention programs. $25/M              year. $35/M

                second-Year Teachers                                                  Number and Percentage of School Improvement Schools
                 Names of teachers who are in their second year of teaching.          in a District
                 $25/M                                                                The total number or percentage of schools in a district
                                                                                      that have failed to make adequate yearly progress for two
                                                                                      consecutive years and whose students are eligible to choose
                school Improvement grant
                                                                                      to attend another school in the district. $35/M
                 This selection indicates schools and the districts they
                 report to that have received the School Improvement                  Number and Percentage of SES-Eligible Schools in
                 Grant (SIG). School Improvement Grants are used to                   a District
                 improve student achievement in Title I schools identified            The total number or percentage of schools in a district that
                 for improvement, corrective action, or restructuring so as           have failed to make adequate yearly progress for three
                 to enable those schools to make adequate yearly progress             consecutive years and whose students are eligible for
                 (AYP) and exit improvement status. $35/M                             Supplemental Educational Services. $35/M




           64                                                                                     mdr run counts or order at www.schooldata.com
                                                                                                                              gLossaRY


student Need Indicator                                               Title I allocation
 The percentage of a public school’s enrollment which                  Identifies public districts and their schools by the amount of
 qualifies for the free and reduced-price lunch program.               Title I funding the district receives. This federal program is
 Qualification is based on family size and income criteria. The        also referred to as College and Career Ready. The funds are
 lower the percentage, the better the economic situation in            primarily spent on teacher salaries, technology products, and
 the home of students attending that school. $13/M                     reading materials for economically disadvantaged children.
                                                                       District Allocation
student-to-Teacher Ratio                                               The total dollars allocated to a district. $25/M
 The total number of students per teacher. $13/M
                                                                       Dollar Increase
                                                                       Identifies the districts and their schools that received a
Teachers New to Their Jobs                                             significant increase in their Title I total dollar allocation as
 Identifies by-grade teachers (Pre-K through Grade 12) who
                                                                       compared with the prior school year. $25/M
 are new to their jobs in the current school year. The majority
 change the grade they teach (i.e., a fifth-grade teacher who          Per Student Allocation
 taught third grade last year), while others may add or drop a         The total district allocation divided by the district enrollment.
 grade or subject assignment. $25/M                                    $25/M
                                                                       Percentage Increase
Technology selections                                                  Identifies districts and their schools by the percentage
 Digital Whiteboards                                                   increase over their prior year Title I dollar allocation. $25/M
 Used as a projection screen for an attached computer and              Title I Enrollment
 may also function as a “touchscreen.” $13/M                           The total number of students who are eligible for the free or
 Distance Learning                                                     reduced-price lunch program. $13/M
 Schools that are equipped with the technology (Internet,
 satellite, cable, etc.) to deliver distance learning programs for   Title I schoolwide Program
 students. $13/M                                                       Identifies schools that are allowed to merge local funds, Title
                                                                       I, and other federal monies to upgrade the school’s entire
 District URL Addresses
                                                                       education program. $13/M
 Reach districts that have website addresses and learn more
 about them and their schools. URLs are available on the
 district and public school files in data lease format only.
                                                                     Title II Professional development




                                                                                                                                                gLossaRY
                                                                       Targets districts and public schools by the amount of Title
 URLs are collected at the district level. $18/M
                                                                       II funding the district receives. Funds are primarily spent
 Online Purchasing                                                     on professional development and recruiting highly qualified
 Identifies schools that have purchased products such as               teachers. Also referred to as the Improving Teacher Quality
 instructional materials and supplies via the Internet. $13/M          Grant. $25/M
 Tech Sophistication Index™ (TSI)
 Targets schools by five levels of sophistication. Each level        TV Viewing area selections
 of TSI is determined by incorporating many technology                 DMA (AC Nielson’s Designated Market Area) represents a
 variables, such as the presence of modern computers,                  county-based system measuring television viewing patterns.
 Internet access and connection type, and technology-to-               $13/M
 student ratios as well as financial and demographic data.
 $25/M                                                               Verified Title
 Technology Budgets                                                    This verifies that a person with the job function you have
 Targets districts and their schools by the dollar amount              chosen actually exists in the building. Then you can title
 the district invests in technology. Choose from four distinct         address up to 30 characters. The option exists to take
 categories: Total Budget, Hardware Budget, Software                   one title per building, any set quantity you choose, or all
 Budget, and Tech-Training Budget. Whole dollars and per               occurrences of the job function that exist. $13/M
 pupil dollar selections are available for each category. $25/M
 Technology Champions
                                                                     Years at a school
                                                                       This identifies the number of years a teacher, or other
 These individuals are the “hidden” technology experts in
                                                                       educator, has been at their school. It allows you to
 their schools. They hold administrative or teaching positions
                                                                       reach teachers by the minimum known level of teaching
 and are looked to by their peers for advice and assistance in
                                                                       experience. You can target by any date. $25/M
 technology-related matters. No duplication exists between
 these individuals and school-level technology coordinators.
 $62/M                                                               Years of Experience
                                                                       Identifies teachers by the exact number of years they have
 Wireless Network (WLAN)                                               been in the profession. $25/M
 Schools with wireless LANs. The PCs and printers on a
 wireless LAN communicate with each other via a special              ZIP+4
 network hub instead of hardwired connections. $13/M                   An extension to the traditional 5-digit ZIP Code, automatically
                                                                       included on all orders. ZIP+4 list splitting at no additional
                                                                       charge; 100% ZIP+4 lists, add $3/M.




Toll-free: 800.333.8802 ConneCTiCuT + ChiCago + Denver                                                                                     65
                                                   INdEx


              a                                                                   Principals .............................................. 24
                                                                                  School Board Personnel ....................... 24                d                                                                  Federal Funding ............................... 15-16
                                                                                                                                                                                                                      Federal Program Directors .................. 30, 60
             Academic Testing Supervisors............ 30, 60                    Capacity Selections (Day Care) ................. 23               Dance Teachers ....................................... 33           Federal-Based Day Care Centers ............. 22
             Accounting Teachers ................................ 35            Career & Technical                                                Database Marketing ....................... 52-57                    Fifth-Grade Teachers .................... 25, 27, 32
             Acquisitions Librarians .............................. 18           Education ................... 8, 9, 25, 28, 31, 35               Day Care                                                            File Cleaning Plus .................................. 57
             Adaptive Physical Ed Teachers ................. 34                   Counselors/ .......................................... 33         Centers ................................. 8, 22-23, 38            Finance/Purchasing/
             Administrators                                                       Dept Chairpersons ................................ 35             Chains ................................................. 22        Business Supervisors........................ 30, 60
                Canadian .............................................. 24        Schools............................................... 8, 9       Directors ..................................... 8, 22, 38         Fine Arts Dept Chairpersons ......... 22, 26, 33
                College ............................................. 8, 21       Supervisors ..................................... 31, 61          Teachers ................................................. 8      Fine Arts Teachers .................. 13, 26, 28, 33
                District .................................... 8, 9, 28, 29        Teachers ......................... 8, 25, 28, 32-25             Debate, Speech/Teachers .................. 26, 33                   First-Grade Teachers .............. 23, 25, 27, 32
             Admissions Directors ................................ 33           Career Center Technicians ....................... 33              Defaulting System..................................... 62           First-Year Teachers ............................ 29, 63
             Adoption State Selections ............ 36-38, 62                   Career Ed/School-to-                                              Desktop Publishing Teachers ................... 32                  Food Services Supervisors ................. 30, 60
             Adult Education                                                     Work Supervisors ............................. 31, 61            Digital Whiteboards............................. 17, 65             Food/Nutrition Teachers ........................... 35
                District Supervisors ................... 29, 30, 62             Career Education Teachers ...................... 35               Dioceses .............................................. 8, 9        Foreign/World Languages
                Schools............................................. 8, 10      Catholic School Market .............. 8, 36-38                    Direct Response Index™ (DRI)..... 8, 9, 62                             Dept Chairpersons .......................... 26, 33
                Teachers ........................................... 8, 29        Dioceses ............................................. 8, 9     Distance Learning ............................... 17, 65               District Supervisors ......................... 31, 61
             Adult Services Librarians............................18              Enrollment............................................. 37      District                                                               Teachers ............................. 13, 26, 28, 33
             Advanced Algebra Teachers ......................33                   School Teachers ............................... 8, 38             Administrators....................... 8, 11, 28, 36               Fourth-Grade Teachers ................ 25, 27, 32
             Advanced Placement (AP)                                              Schools........................................8, 10, 36          Personnel by Name......................... 30-31                  French Teachers....................................... 33
                Schools With Programs ........................ 13               Chains, Day Care...................................... 22           Size ........................................................ 9   Funding Alignment .................................45
                Selections ....................................... 13, 62       Character Education Directors ............ 30, 60                   Technology Budgets ....................... 17, 65                 Funding Audit ..........................................45
                Teachers ............................. 12, 27, 32-34            Charter Schools.................................. 11, 62            URL Addresses ............................... 17, 65              Funding Decision Makers.......................... 15
             Affinity Modeling.....................................55           Chemistry Teachers ............................ 26, 34            DMA Selection.............................. 14, 23, 65
             Affirmative Action Administrators .............. 30
             Affluence Indicator
                                                                                Child Development Teachers .............. 23, 35
                                                                                Children’s
                                                                                                                                                  DM-Optimizer ........................................... 41
                                                                                                                                                  Drafting Teachers ..................................... 35
                                                                                                                                                                                                                       g
                Day Care Centers ..................................23             Discovery Centers ................................. 22          Drama Teachers ....................................... 33           Gender Selections .............................. 28, 58
                Libraries .................................................19     Librarians .............................................. 18    Driver Ed Teachers ................................... 35           Geographic Selects .................................. 14
                Public Schools .......................................13          World (Day Care Chains) ....................... 22              Driver Ed/Safety Supervisors .............. 31, 61                  Geography Teachers .......................... 26, 34
             Age Range in Day Care Centers ............... 23                   Childtime Learning Centers....................... 22              Dropout Prevention Coordinators ............. 33                    Geometry Teachers ............................ 26, 33
             Agriculture Education Teachers ................ 35                 Chinese Teachers ..................................... 33         DVD Collection (Public Library).................. 19                German Teachers ..................................... 33
             AIDS Awareness Instructors ..................... 34                Choral Directors........................................ 34                                                                           Gifted and Talented .............................12, 63
                                                                                Church/Synagogue Day Care Centers ...... 22
             AIDS Education Coordinators ............. 30, 60
             Algebra Teachers ............................... 26, 33            Circulation Librarians ................................ 18         E                                                                  Gifted Student, Teachers/......................... 34
                                                                                                                                                                                                                      Gifted/Talented Supervisors................ 30, 61
             All Instructional Materials                                        Civics/Government Teachers .............. 26, 34                                                                                      Glossary............................................ 60-65
                                                                                Classification/Catalog Librarians ............... 18              Early Childhood ............................... 22-23
              (AIM) Expenditures ...................... 12, 13, 63                                                                                  College Faculty ..................................... 23          Government, Civics/Teachers ................... 34
             Alternative Schools/Programs ............. 13, 62                  Classroom Subject Specialists .................. 62                                                                                   Grade Range Selections ........................... 63
                                                                                Classrooms, Number of ............................ 13               Ed District Supervisors .............. 23, 30, 61
             American Child Care Centers.................... 22                                                                                     Special Needs Personnel ................ 21, 34                   Grade-Level Teachers .................. 25, 27, 32
             American Literature Teachers ................... 33                Closing Date Selection.............................. 11                                                                               Grade-Level/District Control Selections....... 9
                                                                                Cloth/Textiles Teachers ............................ 35           Earth Science Teachers ...................... 26, 34
             Applied Math Teachers ............................. 33                                                                               Economics Teachers .......................... 26, 34                Grant Writers ............................................ 30
             Art                                                                Coaches (K-12) .................................. 29, 34                                                                              Graphic Arts Teachers .............................. 35
                                                                                College and Career Ready (Title I) ..............30               eCPR ........................................................54
                Dept Chairpersons .......................... 25, 32                                                                               EdNET Insight ............................... 7, 43-45              Guidance and Testing Supervisors ..... 30, 60
                History/Appreciation Teachers .............. 32                 College Placement, Counselors/ ............... 33                                                                                     Guidance Counselors ............... 7, 25, 28, 33
                                                                                College-Based Day Care Centers ............. 22                   EdNET Insight Funding Solutions ...15, 45
                Supervisors ..................................... 31, 61                                                                          Education Market Snapshot, U.S. .......... 8                        Guidance Dept Chairpersons.................... 33
                Teachers ............................. 21, 25, 28, 32           College-Bound Students .................... 11, 62                                                                                    Gymnastics Coaches................................ 29
                                                                                                                                                  Education MarketView ................ 6, 48-49
INdEx




             Assistant Principals............................. 25, 32           Colleges.................................. 8, 20-21, 38
                                                                                  Administrators......................................... 8       Educator Delete Database.................... 57
             Assistant/Deputy Superintendents ...... 30, 60
             Astronomy Teachers................................. 34               Early Childhood College Faculty ............ 23                 Educator Scrub Merge/Purge ...............56
                                                                                                                                                  Educators at Home ..............25-26, 27-28,
                                                                                                                                                                                                                       h
             Athletic Directors .......................... 29, 31, 61             Faculty .................................. 8, 20-21, 38
                                                                                  Librarians .............................................. 20                                                 30-31, 32-35           Hardware Budget ............................... 17, 65
             At-Risk/Alternative Teachers ..................... 35                                                                                Eighth-Grade Teachers................. 25, 27, 32                   Head Start
             At-Risk Coordinators .......................... 30, 60               Libraries ................................................ 20
                                                                                Combined (K-12)                                                   Electronics Teachers ................................35               Directors ............................................... 23
             Audiovisual Librarians ............................... 18                                                                            Elementary                                                            Programs ...............................................23
             Autism Specialists .................................... 34           Principals ........................................ 23, 32
                                                                                  Schools....................................... 8, 23, 36          Districts................................................... 9      Teachers ................................... 23, 27, 32
             Auto Mechanics/Repair Teachers ............. 35                                                                                        Principals (Also see Principals) ........ 23, 32                  Head Teachers ................................... 27, 32
                                                                                  Teachers .......................... 8, 32-35, 37-38
                                                                                Commercial Art Teachers ......................... 35                Schools................................... 8, 9, 23, 36           Health
              b                                                                 Community Service Coordinators ..............35                     Teachers ............................... 8, 32-35, 37
                                                                                                                                                  Eleventh-Grade Teachers ............. 25, 27, 32
                                                                                                                                                                                                                        Occupations Teachers .......................... 35
                                                                                                                                                                                                                        Services Supervisors ....................... 30, 60
                                                                                Computer
             Band Directors ......................................... 34          Applications Teachers ........................... 32            Email Campaign Analyzer ......................42                      Teachers ............................................... 34
             Basic Skills Teachers ................................ 35            Platforms .............................................. 17     Email Cube Reporting ............................42                   /Phys Ed Supervisors ...................... 31, 61
             Before- and After-School                                             Instructional Use ................................... 17        Email Trigger Marketing ........................41                  Hearing Specialists ................................... 34
                Coordinators ................................... 30, 61           Lab Supervisors .................................... 32         E-Marketing Solutions ................. 5, 41-42                    Highest Degree Level.......................... 29, 63
                Programs (in Schools) ........................... 13              Literacy Teachers.................................. 32            DM-Optimizer ....................................... 41           Horticulture Teachers ............................... 35
             BIA (Indian) Schools.............................. 8, 13             Math Teachers ...................................... 32           E@ppend .............................................. 41         Hospital Day Care Centers ....................... 22
             Bilingual Ed Teachers ......................... 10, 35               Programming Teachers ......................... 32                 E@quire ................................................ 41       Hospital/Homebound Teachers ................ 35
             Bilingual Education ................................... 10           Science Department Chairs .................. 32                 Emotionally Challenged, Teachers/ ........... 34                    Hot Leads..................................................41
             Bilingual Education Funding ................ 15, 60                  Science Teachers ..................... 11, 26, 32               Employer (Corporate)                                                Household Demographics ................... 28-29
             Bilingual/ELL Supervisors ................... 30, 60                 Technology/                                                      Sponsored Day Care Centers ................. 22                    Household Income ......14, 19, 23, 28, 58, 63
             Biology Teachers ................................ 26, 34               Computer Coordinators ................ 30, 60                 English & Reading Teachers ........ 15, 26, 28,                     Household Interests.................................. 28
             Blue Ribbon Schools .......................... 13, 62              Conflict Management Instructors .............. 33                                                                         32-33       Human Anatomy/Physiology Teachers ..... 34
             Book Budget Selections ..................... 19, 20                Construction Trades Teachers .................. 35                English Dept Chairpersons ................. 26, 32                  Humanities Teachers ................................ 33
             Branch Heads (Public Library) ................... 18               Consumer Economics Teachers ............... 35                    English/Language Arts Supervisors..... 31, 61
             Branch Libraries ................................. 18, 38
             Bright Horizon .......................................... 22
                                                                                Co-Op/Work Experience Teachers ........... 35
                                                                                Corporate (Employer) Sponsored
                                                                                                                                                  English/Language Arts Teachers .............. 32
                                                                                                                                                  Enrollment Selections                                                I
             Building and Grounds Supervisors ...... 30, 60                      Day Care Centers ................................... 22            District ...................................... 12, 30-31         Improving Teacher Quality (Title II)..............30
             Business                                                           Cosmetology Teachers ............................. 35               LEP................................................. 12, 63       Independent Day Care Centers................. 22
                Ed Supervisors................................ 31, 61           Counselors                                                          School ...................................... 11-12, 37           In-Service Training/Staff Development
                English Teachers................................... 33            Guidance ........................................ 25, 33          Special Education ........................... 12, 64                Supervisors....................................... 31, 61
                Law Teachers ........................................35           /Career & Technical Ed ......................... 33               vs. Expenditures ................................... 12           Instructional Media Services
                /Consumer Math Teachers.................... 33                    /College Placement ............................... 33           Environmental Science Teachers .............. 34                      Supervisors....................................... 30, 60
                /Finance/Purchasing Supervisors .... 30, 60                       /Testing................................................. 33    E-Rate                                                              Instrumental Music Teachers .................... 34
                /Office Ed Dept Chairpersons................ 35                 County Centers ...................................... 8, 9          Administrators................................. 30, 63            Interlibrary Loan Librarians ........................ 18
                /Office Ed Teachers .............................. 35           County Schools .......................................... 8         Applicants ....................................... 15, 63         International Baccalaureate..................13, 63
             Buyers                                                             Craft Teachers .......................................... 32        Decision Makers ................................... 15            Internet/Website Teachers ........................ 32
                at Districts....................................... 30-31       Creative Writing Teachers ......................... 33            Expenditure Selects .................................. 13           Italian Teachers ........................................ 33
                at Home............................... 25-26, 27-28             Culinary Arts Teachers .............................. 35          Expenditures Per Student ................... 12, 63
                at School ........................................ 32-35                                                                          Expenditures, School................................ 37
                Day Care......................................... 22, 23
                                                                                Current Events Teachers .......................... 34
                                                                                Current Expenditures .......................... 13, 63                                                                                 J–k–L
                Educator ....................................... 25-26
                Library................................................... 18
                                                                                Curriculum
                                                                                  Coordinators ......................................... 35
                                                                                                                                                   f                                                                  Japanese Teachers .................................. 33
                                                                                                                                                                                                                      Journalism Teachers........................... 26, 33
                                                                                  Core Subject Supervisors................ 31, 61                 Faculty, College ........................ 8, 21, 23, 38             Junior College Faculty................... 22-23, 38
              C                                                                   Non-Core Supervisors .................... 31, 61
                                                                                  Supervisors ............................... 30-31, 61
                                                                                                                                                  Failing Schools ....................................16, 64
                                                                                                                                                  Family Day Residences (Day Care)............ 22
                                                                                                                                                                                                                      Junior Colleges ................................... 22, 38
                                                                                                                                                                                                                      Junior High Schools (Also see
             Cafeteria Managers .................................. 35             /Instruction Supervisors .................. 31, 61              Family/Consumer Sciences                                             Middle/Jr High) ................. 8, 10, 12, 24, 36
             Calculus Teachers .............................. 26, 33            Customer File Intelligence .................... 53                  Dept Chairpersons .......................... 29, 35               K-12 Customer Analysis and Profiles .. 53
             Campaign Analyzer ............................5, 42                Customer Name Matching System ......... 53                          Supervisors ..................................... 31, 61          Key Decision Makers ................................19
             Canadian Public Libraries ..........................20             Customer Pattern Recognition™                                       Teachers ............................................... 35       Keyboarding/Typing Teachers .................. 35
             Canadian Schools .................................... 24            (eCPR) Profiles ..................................... 54         Fax Numbers Selection............................. 63               KinderCare Day Care Chains .................... 22


        66                                                                                                                                                                           mdr run counts or order at www.schooldata.com
                                                                                                                                                                                                                                                    INdEx


Kindergarten Teachers ........... 23, 25, 27, 32                  Online and Networking Selections .............17                 Schools by                                                         Tech Sophistication Index™ .............. 17, 65
La Petite Academy Day Care Chains ........ 22                     Online Educator Panel ...............................46            District Size ..............................................8    Technology......................................... 17, 65
Language Arts, English/Supervisors.... 31, 61                     Online Purchasing............................... 17, 65            Language Spoken..................................24                 Budgets .......................................... 17, 65
Language Pathologists, Speech/ .............. 35                  Open Territory State Selections ........... 36-38                  Province.................................................24         Champions ............................... 19, 32, 65
Latin Teachers .......................................... 33      Opening/Closing Dates Selection.............. 12                 Science                                                               Coordinators .......................15, 19, 32, 65
Law Library Directors ................................ 21         Orchestra Directors .................................. 34          Coaches ......................................... 26, 34         Technology Ed/Trade
Law Teachers ...........................................34                                                                           Dept Chairpersons .......................... 26, 34                 Dept Chairpersons .......................... 29, 35
Lead Teachers.............................. 23, 27, 32
Learning Differences, Teachers/................ 34                 P                                                                 Supervisors ..................................... 31, 61
                                                                                                                                     Teachers ............................. 13, 26, 28, 34
                                                                                                                                                                                                         Supervisors ..................................... 31, 61
                                                                                                                                                                                                         Teachers ............................................... 35
LEAs (Local Education Agencies) ................ 9                Parental Involvement Coordinators ..... 30, 60                   Second-Grade Teachers ........ 23, 25, 27, 32                      Technology/Computer Coordinators ... 30, 60
LEP Enrollment ................................... 12, 63         PC Computers ......................................... 17        Secondary                                                          Tech-Training Budget ............................... 65
Librarians............................ 8, 18, 20, 25, 38          Periodical Librarians ..................................18         Districts................................................... 9   Telephone Numbers ........................... 28, 57
Libraries............................................ 18-20       Philosophy Teachers ................................34             Principals (Also see Principals) .............. 32               Tenth-Grade Teachers.................. 25, 27, 32
   College ................................................. 20   Photography Teachers ............................. 32              Schools................................................. 36      Test and Roll ...........................................42
   Science College Faculty ........................ 21            Physical Ed                                                        Teachers ......................................... 21, 38        Test Preparation Teachers .........................35
   Systems................................................ 18       Dept Chairpersons .......................... 26, 34            Second-Year Teachers ............................. 64              Test Scores .............................................. 14
Library Buyers .......................................... 18        Health/Supervisors.................... 29, 30, 60              Selection Glossary .............................. 60-65            Testing
Library Media Centers................................63             Teachers ............................. 21, 26, 28, 34          Senior College Faculty ........................ 21, 38                (Academic) Supervisors................... 30, 60
Library/Media Specialists .........15, 19, 28, 33                 Physical Science Teachers ........... 21, 26, 34                 Senior Colleges ........................................ 38           Counselors/ .......................................... 33
Life Science Teachers..........................26, 34             Physical Therapists ................................... 35       Senior High                                                           (Psychological) Supervisors ............. 30, 60
Life Skills Teachers ....................................34       Physics Teachers ............................... 26, 34            Principals ........................................ 24, 32       Third-Grade Teachers............. 23, 25, 27, 32
LifestyleNE Indicator ............14, 19, 23, 28, 63              Physiology, Human Anatomy/Teachers .. 26, 34                       Schools........................... 8, 10, 12, 25, 36             Title I
Literacy Coordinators ....................18, 19, 33              Portrait™ ................................................. 53     Teachers ............................... 8, 32-35, 37               Allocation Selections .......................16, 65
Literature Teachers ..............................26, 33          Poverty-Level Indicator ................. 14, 58, 64             Seventh-Grade Teachers .............. 25, 27, 32                      Coordinators ...................................30, 60
Locale Codes .....................................14, 63          Power Buyers ......................... 10, 25-26, 62             Sign Language Teachers .......................... 33                  Decision Makers ................................... 15
                                                                  Pre-Algebra Teachers ......................... 26, 33            Sixth-Grade Teachers ................... 25, 27, 32                   DRI for .............................................. 7, 63
 M                                                                Pre-Calculus Teachers........................ 26, 33
                                                                  Pre-First Grade Teachers ........23, 25, 27, 32
                                                                                                                                   Size Selects .............................................. 13
                                                                                                                                   Smart Merge/Purge™.............................. 56
                                                                                                                                                                                                         Funding........................................... 15-16
                                                                                                                                                                                                         Schoolwide Program .......................16, 65
Macintosh Computers/Platforms ...............17                   Pre-Kindergarten Teachers .....23, 25, 27, 32                    Snapshot™/Snapshot Plus™................... 53                        Teachers ................................... 15, 19, 34
Magnet School Supervisors ................31, 61                  Presidents, School Board ................... 30, 60              Social Media Marketing ..............4, 39-40, 68                  Title II ............................................15, 30, 65
Magnet Schools/Programs .................13, 63                   Prices and Terms ................................ 58-59          Social Networking........................................4         Title V Coordinators ............................ 30, 60
Main Libraries ..................................... 18-20        Principals .... 8, 11, 15, 23, 24, 25, 28, 29, 32                Social Studies                                                     Title IX Affirmative Action Supervisors .... 30, 60
Management Information Systems                                    Private and Catholic                                               Dept Chairpersons .......................... 26, 34              Transportation Supervisors .................30, 60
 Supervisors....................................... 30, 60         School Teachers ............................. 8, 37-38            Supervisors ..................................... 31, 61         Trigonometry Teachers ....................... 26, 33
Market Power Selection ...................... 13, 63              Private and Catholic Schools ................ 8, 36                Teachers ............................. 13, 26, 28, 34            TV Viewing Area (DMA) ................. 14, 23, 65
Market Research .......................... 7, 46-47               Professional Development, Title II .... 16, 30, 58               Social Work Coordinators ................... 30, 60                Twelfth-Grade Teachers ............... 25, 27, 32
Marketing/Distributive Ed Supervisors ... 31, 61                  Province Selections (Canadian) ................. 24              Social Workers ......................................... 33        Typing, Keyboarding/Teachers ................. 35
Marketing/Distributive Ed Teachers........... 35                  Psychological Testing Supervisors ...... 30, 60                  Sociology/Anthropology Teachers ............34
MarketView ................................... 6, 48-49
Mathematics
                                                                  Psychologists, School................................33
                                                                  Psychology Teachers ................................34
                                                                                                                                   Software Budget .................................17, 65
                                                                                                                                   Spanish Teachers ..................................... 33           u
  Dept Chairpersons .....................21, 26, 33               PTA/PTO Presidents ...........................19, 35             Special and Remedial Education......... 30, 61                     Ungraded
  Supervisors ..................................... 31, 61        Public                                                           Special Education ......................... 30, 34-35                Elementary Teachers............................. 32
  Teachers ....................... 14, 15, 26, 28, 33               Information Supervisors .................. 30, 60                Dept Chairpersons .......................... 26, 34                Intermediate Teachers........................... 32
Maximum Per Building Selection............... 63                    Librarians .............................. 8, 18, 38, 58          District Supervisors ......................... 30, 61              Primary Teachers ............................ 23, 32
MDR Database ............................................6          Libraries ................................ 8, 15, 18-19          DRI for .................................................. 58      Secondary Teachers ............................. 32
MDR Reports ..........................................51          Public Schools ................................ 8, 10, 36          Enrollment................................. 11, 13, 64           Unified (K-12) Districts ................................ 9
MDR Sales Manager’s Guide................ 50                        Enrollment................................... 9, 12, 39          Funding..................................... 14, 15, 64          Urban Area Selection ..........................14, 19
                                                                                                                                     Schools............................................. 8, 10




                                                                                                                                                                                                                                                                             INdEx
MDR Sales Solutions........................ 48-50                   School Districts ....................................... 9                                                                        URL Addresses/District .......................17, 65
MDR’s Quick Guide to State Counts .. 36-38                          Teachers ................................................. 8     Teachers ................. 19, 23, 26, 28, 34-35                 U.S. Education Market Snapshot ............... 8
MDR’s Universe of Teacher Names .... 32-35                        Purchasing/Finance/Business                                        /Special Needs ................... 26, 28, 34-35                 U.S. History Teachers ......................... 26, 34
Media Budget (Library).............................. 19            Supervisors....................................... 30, 60       Speech/Debate Teachers ................... 26, 33                  U.S. Territory Public Schools ...................... 8
Media Communications Teachers............. 35                                                                                      Speech/Language Pathologists ................ 35
                                                                                                                                   Spelling Teachers ..................................... 33
Medical Library Directors .......................... 20
Mentally Challenged/Teachers .................. 34                 Q–R                                                             Spring Break Dates .............................12, 64              V
Merge/Purge ............................................56                                                                         Staff Development Specialists....................35
                                                                  Quick Guide to State Counts, MDR’s .. 36-38                      Staff Development/In-Service                                       Verified Title Selections ....................... 39-40
Metalwork Teachers ................................. 35           Random (Nth) Selection ............................ 64                                                                              Video Supervisors............................... 30, 60
Metro Status Selection ........... 14, 23, 28, 63                                                                                   Training Supervisors ......................... 31, 61
                                                                  Reading                                                          State Counts ....................................... 36-38         Video/Multimedia Buyers .................... 25, 62
Middle Eastern Arabic Teachers ................33                   Recovery Teachers ......................... 26, 33                                                                                Visually Impaired Specialists ..................... 35
Middle/Jr High                                                                                                                     State Departments of Education ............ 8, 9
                                                                    Supervisors ..................................... 31, 61       State Libraries .......................................... 18
  Principals ........................................ 25, 32
  Schools........................... 8, 10, 12, 25, 36
                                                                    Teachers ........... 15, 19, 21, 26, 28, 32-33
                                                                  Recency of Purchase.....................25, 27, 58
                                                                                                                                   State/Local History Teachers .............. 26, 34
                                                                                                                                   State-Run Schools ..................................... 8
                                                                                                                                                                                                       w
  Teachers ............................... 8, 32-35, 37           Reference Librarians .................................18
Mid-Winter Break Dates.............................11                                                                              Statistics Teachers ................................... 33         WeAreTeachers ..........................4, 39-40, 68
                                                                  Regional Centers .................................... 8, 9       STEM Coordinators ...................................31            Welding Teachers ..................................... 35
Migrant Education Supervisors ........... 30, 60                  Religion Teachers ......................................34
Military-Based Day Care Centers .............. 22                                                                                  Student                                                            Woodworking Teachers ............................ 35
                                                                  Religious Affiliation .....................................23      Activity Coordinators ..............................35           Word Processing Teachers....................... 35
Minorities Teachers................................... 34         Remedial
Minority Percentage Selection............. 14, 63                                                                                    Need Indicator ................................ 14, 65           World History/Culture Teachers ................ 34
                                                                    Math Teachers ................................26, 33             Personnel Services Supervisors ...... 30, 60                     Writing/Composition Teachers ............ 26, 33
Montessori (Day Care) Centers ................. 22                  Reading Supervisors .......................30, 61
Multi-Channel Marketing .........................2-7                                                                                 Study Skills Teachers ............................ 35
                                                                    Reading Teachers ...............19, 21, 26, 33
Multicultural Curriculum Coordinators .... 31, 61
Multimedia Teachers................................. 32
                                                                  Research and
                                                                                                                                   Student-to-Teacher Ratio ....................12, 65
                                                                                                                                   Subdistricts ................................................ 9     Y–Z
                                                                   Development Supervisors ................. 30, 61                Substance Abuse Awareness
Music                                                             Response to Intervention                                                                                                            Yearbook Advisors ................................... 35
  Dept Chairpersons .......................... 26, 34                                                                               Coordinators........................................... 33        Year-Round Schools ................................ 11
                                                                   (RtI) Coordinators...............................31, 61         Substance Abuse Prevention
  Supervisors ..................................... 31, 61        Resource Teachers............................. 19, 35                                                                               Years at a School ............................... 29, 65
  Teachers ............................. 21, 26, 28, 34                                                                             Coordinators..................................... 30, 60          Years of Experience .................................. 65
                                                                  ROTC Instructors...................................... 35        Suburban Area Selection .................... 14, 19
  Theory/Appreciation Teachers .............. 34                  Rural/Nonmetro Area Selection......14, 23, 28                                                                                       YMCA/YWCA Day Care Centers............... 22
                                                                                                                                   Summer School Supervisors ..............31, 61                     Young Adult Librarians.............................. 18
                                                                  Russian Teachers ..................................... 33        Super 10 Data Append™...........................57
 N                                                                                                                                 Superintendents ................................. 30, 60
                                                                                                                                                                                                      ZIP+4 Selections ...................................... 65

Name and Title Selection .......................... 63             s                                                               Superintendents, Assistant/Deputy ..... 30, 60
                                                                                                                                   Supervisory Unions .....................................9
Neighborhood Selects ........................ 14, 19              Safety, Driver Ed/Supervisors ..............31, 61               System Cooperatives ................................18
Networking Teachers................................ 32            Safety/Security Supervisors ................30, 60               Systems/Automation Librarians ................ 18
New Schools ......................................10, 63          Sales Manager’s Guide, MDR ...................50
New Teachers ......................... 29, 32-35, 64
Ninth-Grade Teachers .................. 25, 27, 32
                                                                  School
                                                                    Board Presidents ............................ 30, 60            T
Number of                                                           Boards (Canadian) ................................ 24
  Branches ...............................................18                                                                       Talented, Gifted/Supervisors............... 30, 61
                                                                    Break Dates .....................................12, 64        Teacher
  Classrooms............................................13          Calendar ................................................12
  Schools..................................................13                                                                        Mentor Supervisors ......................... 31, 61
                                                                    Newspaper Advisors ..............................35              Mentors ................................................ 35
  Teachers ..........................................13, 64         Personnel...............................................29
Nurses (School) .........................................35                                                                          Names ................................. 32-35, 37-38
                                                                    Psychologists ........................................33         Personnel Supervisors .................... 30, 60
                                                                    Resource Officers ..................................35         Teachers
 o                                                                  Store Managers ...............................19, 35
                                                                    Types.....................................................10
                                                                                                                                     Bilingual/ESL .........................................35
                                                                                                                                     by Grade............................. 15, 25, 27, 32
Occupational Therapists ........................... 35            School Choice and Innovative                                       New .................................... 29, 32-35, 64
Offers Kindergarten Programs ............ 23, 64                   Programs (Title V).....................................30         Private & Catholic School .................. 8, 38
Offers Preschool Programs ................. 23, 64                School Directories ................................... 50          Public School ........................ 8, 32-35, 37
Office Ed, Business/Dept Chairpersons ...29, 35                   School District Personnel.................... 30-31              Team Leaders .................................... 27, 32
Office Ed, Business/Teachers ................... 35               School Reform Selections....................16, 64               Tech Prep Coordinators ..................... 31, 61


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