What does health+ — selling and promotional mean?

Costs associated with marketing, advertising, and student recruitment efforts specifically for the Health+ segment. This metric measures the investment required to acquire new students and maintain brand visibility.

American Public Education (APEI) Health+ — Selling and promotional

Screener

Other segment segments

Military+ Segment

$18.3M—

Similar metrics at other companies

MRBKWealth — Advertising and promotion

$192K+93.9%

WASHWealth Management Services — Advertising and promotion

$118K+1.7%

CRMDOther selling and marketing — Total selling and marketing expense

$5.23M+117%

JOUTDiving — Marketing and selling

$6.65M+28.7%

JOUTFishing — Marketing and selling

$27.22M+9.8%

TBR

TBRGFinancial Health — Sales and marketing

$3.64M-4.9%

Other financials

Income statement

See full

Revenue$171.7M+5.5%

Gross profit$95.1M+12.7%

Operating income$13.5M+92.5%

Net income$9.8M+117%

EPS (diluted)$0.52+2,700%

Balance sheet

See full

Cash & equivalents$146.5M-17.0%

Total debt$153.5M-21.6%

Total equity$314.1M+15.4%

Total assets$537.7M+0.1%

Cash flow

See full

Operating cash flow$12.1M-18.0%

CapEx$4.7M+28.2%

Free cash flow$7.4M-33.4%

Valuation

See full

Market cap$939.92M+74.5%

Enterprise value$946.84M+69.7%

P/E20.6×+0.7×

P/S1.4×+0.6×

Profitability

See full

Gross margin55.9%+2.5pp

Operating margin9.6%+2.6pp

Net margin6.8%+2.6pp

FCF margin9.4%—

Returns & leverage

See full

Return on equity15.6%+5.9pp

Debt / equity0.5×-0.2×

Current ratio3.2×+0.4×

Where this comes from

Reported directly by American Public Education in its filing.

Tagged under the XBRL concept us-gaap:SellingAndMarketingExpense.

The source filing: American Public Education’s 10-Q, filed August 10, 2026.

Filed: Aug 10, 2026, 4:06 PM EDT
Fiscal quarter: Q2 FY2026
Calendar quarter: Q2 2026
Accession: 0001201792-26-000012

Line item	Three Months Ended June 30, 2026	Three Months Ended June 30, 2025	Six Months Ended June 30, 2026	Six Months Ended June 30, 2025
Health+ Segment
Revenue	$86,216	$77,655	$171,572	$154,582
Instructional costs and services	49,138	46,933	97,584	91,387
Selling and promotional	21,586	18,081	42,318	36,480
General and administrative	12,754	12,334	25,681	24,384
Other (2)	2,430	2,685	5,164	5,527
Income (loss) from operations before interest and income taxes	$308	$(2,378)	$825	$(3,196)
Corporate and Other

Item 1. Financial Statements

FAQ

What is American Public Education's health+ — selling and promotional?: American Public Education (APEI) reported health+ — selling and promotional of $21.59M in Q2 2026.
What does health+ — selling and promotional mean?: Costs associated with marketing, advertising, and student recruitment efforts specifically for the Health+ segment. This metric measures the investment required to acquire new students and maintain brand visibility.