Reading First's $1 billion-a-year investment in improving reading instruction seemed to be the kind of incentive that would push publishers to develop a new generation of products and approaches to match the research base the No Child Left Behind Act requires. But the money for instructional materials has not spread much beyond the handful of big publishing companies and name-brand programs that have dominated the market for years, according to industry reports and observers. Nearly five years after the federal program was rolled out, it appears that the intended expansion of choices of core and supplemental materials hasn't happened. This article discusses why the Reading law fails to bring innovations.