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All You Need to
Know for a Career in Publishing
@sashers
Suzanne Kavanagh
Partnership 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 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
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
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 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
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
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
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?
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 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
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%)
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 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%)
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
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
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/
Your skills portfolio
Say hello

Suzanne Kavanagh
suzannek@creativeskillset.org
@SkillsetSSC @sashers
Slideshare: www.slideshare.net/sashers
www.creativeskillset.org/publishing
www.blog.creativeskillset.org
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?
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

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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/
  • 23. Say hello Suzanne Kavanagh suzannek@creativeskillset.org @SkillsetSSC @sashers Slideshare: www.slideshare.net/sashers www.creativeskillset.org/publishing www.blog.creativeskillset.org
  • 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

Notes de l'éditeur

  1. 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 &amp; Search Engine MarketingAudit Bureau of Circulation – magazine and newspaper circulated figures in print &amp; 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
  2. 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 &amp; Search Engine MarketingAudit Bureau of Circulation – magazine and newspaper circulated figures in print &amp; 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