loughborough university publishing skills slides april 2012

All You Need to Know for a Career in Publishing

@sashersSuzanne KavanaghPartnership Manager, Creative Skillset

What is Publishing?• Books• Directories, databases & information

services• Journals• Magazines and business media• Newspapers and news agencies

What is Publishing?

The Bigger PictureGrowing 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

Why skills matter

Gaming Animation Interactivemedia TVRadio Advertising

Audio planning, production &

editing

Brand management cross platform

Non-linear narrative

Design & storyboard

Video planning, production &

editing

API & App development, web

optimisation

Platform neutral publishing= multi-platform content and traditional ‘craft’ skills

Publishing

Commissioning IP & Copyright

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

Employment by locationPublishing Employment across the UK

London, 63900, 36%

South East, 22700, 13%

South West, 17900, 10%

West Midlands, 8100, 5%

East Midlands, 7600, 4%

Yorks & Humber, 7800, 4%

The East, 19100, 11%

Northern Ireland, 1200, 1%

Wales, 3300, 2%

Scotland, 11500, 6%

North East, 4200, 2%

North West, 11000, 6%

WalesScotlandNorthern IrelandLondonSouth EastSouth WestWest MidlandsEast MidlandsYorks & HumberThe EastNorth WestNorth East

Source: Skillset (2010) Strategic Skills Assessment / ONS Labour Force Survey July 2009-June 2010

Number of companies

Regional distribution of Publishing employers

London, 3180, 27%

East, 1240, 11%

West Midlands, 670, 6%

South East, 2220, 19%

South West, 1090, 9%

Wales, 320, 3%

Scotland, 580, 5%

Northern Ireland, 155, 1%

North East, 180, 2%

Yorkshire & Humber, 555, 5%

North West, 810, 7%

East Midlands, 580, 5%

Source: Skillset (2010) Strategic Skills Assessment / ONS Labour Force Survey July 2009-June 2010

Demographics

Diversity & Equality of Publishing Workforce

05

101520253035404550

% Female % BAME % Disability

20072010

Source: Skillset (2010) Strategic Skills Assessment / ONS Labour Force Survey July 2009-June 2010

Pub Quiz1. 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?

GETTING IN

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

Publishing Studies EntrantsNumber of Publishing Studies Students in the UK

-500

0

500

1000

1500

2000

2500

1999

/200

0

2000

/200

1

2001

/200

2

2002

/200

3

2003

/200

4

2004

/200

5

2005

/200

6

2006

/200

7

2007

/200

8

2008

/200

9

Total HE studentsFT UGs

FT PGsPT UGsPT PGs

Source: Higher Education Statistics Agency

RecruitmentVacancies:13% had current vacancies36% 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%)

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%)

Work Placements

• 19% offered Graduate Internships• 50% offered Work Placements or Experience

• 74% via personal contacts• 49% through schools• 40% through universities

GETTING ON

Skills Gaps28% 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%)

Consequences of skills gaps28% of employers report skills gaps Consequences include:• 75% delay products• 49% lose business• 48% outsource work• 48% increase costs• 35% difficulty meeting quality standards

What are the skills gaps?

Sales & Marketing

Leadership & Management Finance

Technical SkillsDevelop content

for multiple platforms

Business Skills

Multi-skilling Creative TalentSkills Using Software Packages

HelpPublishing National Occupational Standardshttp://www.creativeskillset.org/standards/Information on the publishing industryhttp://www.creativeskillset.org/publishing/Publishing careers informationhttp://www.creativeskillset.org/publishing/careers/Careers helplinehttp://www.creativeskillset.org/careers/Skillset course searchhttp://www.courses.creativeskillset.org/Skillset work placement guidelineshttp://www.creativeskillset.org/companies/your_staff/placements/

Your skills portfolio

Say hello

Suzanne Kavanaghsuzannek@creativeskillset.org@SkillsetSSC @sashersSlideshare: www.slideshare.net/sasherswww.creativeskillset.org/publishingwww.blog.creativeskillset.org

Pub Quiz1. 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?

Future Skills GapsTotal Publishing

Book Publishing

Publishing of Newspapers

Publishing of Journals & Periodicals

Other 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