Loughborough university publishing skills slides april 2012
1. All You Need to
Know for a Career in Publishing
@sashers
Suzanne Kavanagh
Partnership Manager, Creative Skillset
2. What is Publishing?
• Books
• Directories, databases & information
services
• Journals
• Magazines and business media
• Newspapers and news agencies
4. The Bigger Picture
Growing consumption of digital products
Proliferation of (low cost) substitutes
Increased competition
Shifting dynamics in sales and marketing
Growing importance of digital platforms
Pricing and margin pressures
Rights complexities
5. Why skills matter
Platform neutral publishing
= multi-platform content and traditional ‘craft’ skills
API & App
Audio planning, Brand Design & Video planning,
Non-linear Commissioning development, web
production & management storyboard production &
narrative IP & Copyright optimisation
editing cross platform editing
Interactive
Radio Advertising Gaming Publishing Animation TV
media
6. Publishing in numbers
• 11,600 companies
• 88% employers <10 staff; 2% 100+ staff
• 194,650 people working in the industry
• 36% based in London; 14% in south east
• 28% managers & senior officials
• 67% >35 years old
7. Employment by location
Publishing Employment across the UK
North East, 4200, Wales, 3300, 2%
2%
North West, Scotland, 11500,
Wales
11000, 6% 6%
Scotland
The East, 19100, Northern Ireland, Northern Ireland
11% 1200, 1% London
Yorks & Humber, South East
7800, 4% South West
London, 63900, West Midlands
East Midlands, 36%
East Midlands
7600, 4%
Yorks & Humber
The East
West Midlands,
8100, 5% North West
North East
South West, South East,
17900, 10% 22700, 13%
Source: Skillset (2010) Strategic Skills Assessment / ONS Labour Force Survey July 2009-June 2010
8. Number of companies
Regional distribution of Publishing employers
North East, 180, North West, 810,
2% 7%
Northern Ireland,
Scotland, 580,
155, 1%
5%
Yorkshire &
Wales, 320, 3% Humber, 555, 5%
East Midlands,
580, 5%
South West,
1090, 9%
West Midlands,
670, 6%
South East, 2220,
19%
London, 3180, East, 1240, 11%
27%
Source: Skillset (2010) Strategic Skills Assessment / ONS Labour Force Survey July 2009-June 2010
9. Demographics
Diversity & Equality of Publishing Workforce
50
45
40
35
30
2007
25
2010
20
15
10
5
0
% Female % BAME % Disability
Source: Skillset (2010) Strategic Skills Assessment / ONS Labour Force Survey July 2009-June 2010
10. Pub Quiz
1. Who won the Man Booker Prize for
fiction in 2011?
2. Name as many e-book readers as you
can
3. Which iBook was given away free with
every iPad when it originally launched?
4. What do SEO and SEM stand for?
5. What is ABC?
6. Name the top Women’s Weekly
magazine by number of copies sold in
July-Dec 2011?
7. What does DRM stand for?
8. Name three academic journal
publishing companies
9. What do Thomson Reuters and Press
Association have in common?
12. Recruitment
• 21% from Creative Media industries
• 43% outside Creative Media industries
• 37% direct from education
• 13% had current vacancies
• 36% of these were hard to fill
• 51% graduates – 70% in books
• 35% has done unpaid work experience
13. Publishing Studies Entrants
Number of Publishing Studies Students in the UK
2500
2000
1500 Total HE students
FT UGs
1000 FT PGs
PT UGs
500 PT PGs
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
/
/
/
/
/
/
/
/
/
/
-500
19 99
20 00
20 01
20 02
20 03
20 04
20 05
20 06
20 07
20 08
Source: Higher Education Statistics Agency
14. Recruitment
Vacancies:
13% had current vacancies
36% of these hard to fill
Occupations that are hard to fill:
Distribution, sales and marketing – 63%
Art and design – 28%
Technical development – 26%
Business management in particular for books (20%) and
newspapers (22%)
Editorial, journalism and sport for newspapers (29%)
Production for books (20%)
15. Skills Shortages: New Entrants
1. Sales and Marketing (31%)
2. Creative Talent (21%)
3. Skills Using Software Packages (17%)
4. Multi-Skilling (16%)
5. = Leadership and Management (13%)
= Finance (13%)
16. Work Placements
• 19% offered Graduate Internships
• 50% offered Work Placements or Experience
• 74% via personal contacts
• 49% through schools
• 40% through universities
18. Skills Gaps
28% of employers report skills gaps
Most commonly reported in occupations:
1. Distribution, sales and marketing – 24%
2. Business management – 24%
3. Strategic management – 19%
4. Art and design – 17%
5. Production – 16%
6. Editorial, journalism and sport – 14% (newspapers – 59%,
journals & periodicals – 23%)
19. Consequences of skills gaps
28% of employers report skills gaps
Consequences include:
• 75% delay products
• 49% lose business
• 48% outsource work
• 48% increase costs
• 35% difficulty meeting quality standards
20. What are the skills gaps?
Sales & Leadership &
Finance
Marketing Management
Develop content
Technical Skills for multiple Business Skills
platforms
Skills Using
Multi-skilling Creative Talent Software
Packages
21. Help
Publishing National Occupational Standards
http://www.creativeskillset.org/standards/
Information on the publishing industry
http://www.creativeskillset.org/publishing/
Publishing careers information
http://www.creativeskillset.org/publishing/careers/
Careers helpline
http://www.creativeskillset.org/careers/
Skillset course search
http://www.courses.creativeskillset.org/
Skillset work placement guidelines
http://www.creativeskillset.org/companies/your_staff/placements/
24. Pub Quiz
1. Who won the Man Booker Prize for
fiction in 2011?
2. Name as many e-book readers as you
can
3. Which iBook was given away free with
every iPad when it originally launched?
4. What do SEO and SEM stand for?
5. What is ABC?
6. Name the top Women’s Weekly
magazine by number of copies sold in
July-Dec 2011?
7. What does DRM stand for?
8. Name three academic journal
publishing companies
9. What do Thomson Reuters and Press
Association have in common?
25. Future Skills Gaps
Publishing of
Book Publishing of Journals & Other
Total Publishing Publishing Newspapers Periodicals Publishing
Sales and Marketing skills 34% 37% 29% 34% 41% 39%
Skills in using software packages 29% 32% 37% 34% 18% 36%
Don't know 33% 30% 26% 44% 35% 29%
Skills to develop content for multiple
platforms 19% 21% 22% 17% 15% 24%
Technical skills 25% 21% 21% 20% 22% 21%
Multi-skilling 24% 21% 22% 19% 21% 20%
Business skills 19% 18% 15% 7% 15% 24%
Leadership and Management skills 22% 17% 15% 19% 21% 16%
Creative talent 18% 17% 18% 16% 17% 15%
Finance skills 15% 14% 11% 8% 10% 18%
Other 14% 12% 13% 7% 10% 13%
Production skills 11% 11% 16% 9% 11% 8%
Set or Crafts skills 7% 3% 7% 4% 2% 0%
Basic skills (Numeracy, Literacy, basic
IT) 1% 2% 2% 0% *% 3%
All skills 1% 1% *% 3% 1% 0%
Welsh language skills 1% *% *% *% 1% 0%
Soft skills / People skills e.g.
Communication and Teamwork 1% 0% 0% 0% 0% 0%
General common sense /
professionalism inc. Attitude etc. *% 0% 0% 0% 0% 0%
Source: Skillset (2010) Creative Media Employer Survey
Hinweis der Redaktion
Julian Barnes / The Sense of an EndingKindle / Nook / Cybook / eGriver / Agebook / Elonex / BeBook / eDGe / FnacBook / eSlick / WISEreader / COOL-ER / iPapyrus / iRex Digital Reader / Iriver Story / italica GmbH Paperback / JinkeHanlin / Kobo / Kogan / eClicto / Notionlink Adam / Boox / Pocketbook / Samsung Papyrus / Sony Reader / Sony Librie / Alex eReader / Stereo International ES600 / Cruz Tablet / Cruz Reader (Source: wikipedia)Winnie the Pooh by A A MilneSearch Engine Optimisation & Search Engine MarketingAudit Bureau of Circulation – magazine and newspaper circulated figures in print & onlineTake a Break (total net circulation of 803,555)Digital Rights Management OUP, Palagrave Macmillan, Sage, CUP etcetc (SK can advise) They are both news agencies and information services to the media industries
Julian Barnes / The Sense of an EndingKindle / Nook / Cybook / eGriver / Agebook / Elonex / BeBook / eDGe / FnacBook / eSlick / WISEreader / COOL-ER / iPapyrus / iRex Digital Reader / Iriver Story / italica GmbH Paperback / JinkeHanlin / Kobo / Kogan / eClicto / Notionlink Adam / Boox / Pocketbook / Samsung Papyrus / Sony Reader / Sony Librie / Alex eReader / Stereo International ES600 / Cruz Tablet / Cruz Reader (Source: wikipedia)Winnie the Pooh by A A MilneSearch Engine Optimisation & Search Engine MarketingAudit Bureau of Circulation – magazine and newspaper circulated figures in print & onlineTake a Break (total net circulation of 803,555)Digital Rights Management OUP, Palagrave Macmillan, Sage, CUP etcetc (SK can advise) They are both news agencies and information services to the media industries