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Slides from a careers talk given to the publishing studies students at Loughborough University in May 2012
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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 [email protected]@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