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Toronto's Digital Media Industry - Who Are We?

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As digital media workers, who are we? How can we work together to learn more about our industry?

As digital media workers, who are we? How can we work together to learn more about our industry?

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  • 1. TORONTO'S DIGITAL MEDIA INDUSTRY - WHO ARE WE? How do we mobilize and gather statistical data on our industry?
  • 2. AGENDA 6:30 Welcome and introductions 6:35 Remarks by Ronnie Sanders, InvestToronto 6:40 Remarks by Steve Currie, Canadian Digital Media Network 6:45 Background & Overview of NAICS research 6:55 A List Apart Survey 7:00 Digital Media in Other Cities 7:20 Digital Media in Toronto 7:30 Open Conversation: How Do We Solve The Data Issue?
  • 3. BACKGROUND INFORMATION • "July 2010: A Survey for Digital Media Professionals" (http:// bit.ly/4uQYk7) • DigitalMediaCamp: Dec 12th @ OCAD (http:// digitalmediacamp.org/) • "Toronto’s Digital Media Industry – Who Are We?" (http:// bit.ly/90hD9Z)
  • 4. OVERVIEW OF NAICS RESEARCH • North American Industry Classification System • Developed by StatsCan, US ECPC, & Mexico’s INEGI, and adopted in 1997 to replace SIC (Standard Industrial Classification) system • Created to facilitate collection, tabulation, presentation and analysis of data, and promote uniformity and comparability in the presentation and analysis of statistical data • StatsCan organizes data using NAICS codes • Broken down into 20 economic sectors
  • 5. NAICS CLASSIFICATION SYSTEM 11 Agriculture, Forestry, Fishing & Hunting 53 Real Estate and Rental and Leasing 21 Mining, Quarrying, and Oil & Gas Extraction 54 Professional, Scientific, and Technical Services 22 Utilities 55 Management of Companies and Enterprises 23 Construction 56 Administrative and Support and Waste Management and Remediation Services 31-33 Manufacturing 61 Educational Services 42 Wholesale Trade 62 Health Care and Social Assistance 44-45 Retail Trade 71 Arts, Entertainment, and Recreation 48-49 Transportation and Warehousing 72 Accommodation and Food Services 51 Information & Cultural Industries 81 Other Services (except Public Administration) 52 Finance and Insurance 92 Public Administration
  • 6. NAICS CLASSIFICATION SYSTEM 51: Information & Cultural Industries Publishing Industries 511 • 511210 Software Publishers Motion Pictures and Video Industries 512 • 512110 Motion Picture and Video Production Other Information Services 519 • 519130 Internet Publishing and Broadcasting and Web Search Portals
  • 7. NAICS CLASSIFICATION SYSTEM 5414: Specialized Design Services 541430 Graphic Design Services 541511 Custom Computer Programming Services 541613 Marketing Consulting Services 541810 Advertising Services
  • 8. ANATOMY OF A NAICS CLASSIFICATION CODE 541810 Economic Subsector Sector Code Industry Group NAICS Industry National Industry
  • 9. CONCLUSIONS ABOUT THE NAICS CLASSIFICATION SYSTEM • Only one code per business, based on highest amount of revenue for line of business • Companiesshouldn’t necessarily be classified based on how much revenue generated in a certain line of business • You are what you are • Next revision of NAICS coming in 2012
  • 10. A LIST APART WEB DESIGN SURVEY • First survey: 2007 (http://www.alistapart.com/articles/ webdesignsurvey/), 31,832 respondents • 2008survey (http://aneventapart.com/alasurvey2008/) yielded 30,055 respondents • 2009 survey data now being collected (http:// www.alistapart.com/articles/survey2009/) • Datamade available in TXT, CSV and XLS format, as well as PDF (new in 2008)
  • 11. WHAT’S ON THE SURVEY? • Jobs and Titles • Education • Salaries • Evidence of/ Perception of Bias • Staying Current • Skills and Skill gaps
  • 12. THE CANADIAN CONNECTION • 2007 survey: 1,912 Canadians responded • 2007 survey didn’t break down respondents into granular regions (provinces, cities) • 2008survey: 1,605 Canadians responded, of which 239 were Torontonians
  • 13. DIGITAL MEDIA IN VANCOUVER • 2007 study by province of BC, Ministry of Economic Development & NewMediaBC • 1000 digital media companies • 15,000 employees • $2B/year in revenue • Report online at http:// www.investbc.com/ sectorprofiles.htm
  • 14. DIGITAL MEDIA IN CALGARY • 2007 study by Calgary Economic Development • 710 digital media companies • Graphic artist/designer category was #1 (137) • #2: web design professionals (125) • Report online at http:// www.calgaryeconomicdevel opment.com/keyIndustries/ ict/ictOverview.cfm
  • 15. DIGITAL MEDIA IN WINNIPEG • 2008 study by Destination Winnipeg Inc. • 869 digital media companies • Motion Picture and Sound Recording Industries was #1 (323) • #2: Specialized Design Services (209) • Report online at http:// www.destinationwinnipeg.ca/ economic-development/business/ key-sectors-and-companies/ information-communication- media
  • 16. DIGITAL MEDIA IN TORONTO • 2003 study by E&B Data • 600+ IDM/IDM- related companies • 18,000+ employed • Report online at http://www.toronto.ca/ invest-in-toronto/ informationtech.htm
  • 17. So ...
  • 18. ... as digital media workers, who are we? How can we work together to learn more about our industry? Let’s start the conversation.
  • 19. GET IN TOUCH Curious to know more about this initiative? Here’s how to reach me: • justin@refresh-events.ca • http://refresh-events.ca/ • 647.236.1925 • @jkozuch