All You Need toKnow for a Career in Publishing@sashersSuzanne KavanaghPartnership Manager, Creative Skillset
What is Publishing?• Books• Directories, databases & information  services• Journals• Magazines and business media• Newspa...
What is Publishing?
The Bigger Picture       Growing consumption of digital products       Proliferation of (low cost) substitutes       Incre...
Why skills matter                                      Platform neutral publishing                              = multi-pl...
Publishing in numbers•   11,600 companies•   88% employers <10 staff; 2% 100+ staff•   194,650 people working in the indus...
Employment by location                            Publishing Employment across the UK                     North East, 4200...
Number of companies              Regional distribution of Publishing employers                                           N...
Demographics           Diversity & Equality of Publishing Workforce      50      45      40      35      30               ...
Pub Quiz           1.   Who won the Man Booker Prize for                fiction in 2011?           2.   Name as many e-boo...
GETTING IN
Recruitment•   21% from Creative Media industries•   43% outside Creative Media industries•   37% direct from education•  ...
Publishing Studies Entrants                             Number of Publishing Studies Students in the UK    2500    2000   ...
RecruitmentVacancies:13% had current vacancies36% of these hard to fillOccupations that are hard to fill:Distribution, sal...
Skills Shortages: New Entrants1.   Sales and Marketing (31%)2.   Creative Talent (21%)3.   Skills Using Software Packages ...
Work Placements• 19% offered Graduate Internships• 50% offered Work Placements or Experience• 74% via personal contacts• 4...
GETTING ON
Skills Gaps28% of employers report skills gapsMost commonly reported in occupations:1.   Distribution, sales and marketing...
Consequences of skills gaps28% of employers report skills gapsConsequences include:• 75% delay products• 49% lose business...
What are the skills gaps?       Sales &          Leadership &                                            Finance      Mark...
HelpPublishing National Occupational Standardshttp://www.creativeskillset.org/standards/Information on the publishing indu...
Your skills portfolio
Say helloSuzanne Kavanaghsuzannek@creativeskillset.org@SkillsetSSC @sashersSlideshare: www.slideshare.net/sasherswww.creat...
Pub Quiz           1.   Who won the Man Booker Prize for                fiction in 2011?           2.   Name as many e-boo...
Future Skills Gaps                                                                                            Publishing o...
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Loughborough university publishing skills slides april 2012

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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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  • 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
  • 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
  • Loughborough university publishing skills slides april 2012

    1. 1. All You Need toKnow for a Career in Publishing@sashersSuzanne KavanaghPartnership Manager, Creative Skillset
    2. 2. What is Publishing?• Books• Directories, databases & information services• Journals• Magazines and business media• Newspapers and news agencies
    3. 3. What is Publishing?
    4. 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. 5. Why skills matter Platform neutral publishing = multi-platform content and traditional ‘craft’ skills API & AppAudio 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. 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. 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. 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. 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. 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?
    11. 11. GETTING IN
    12. 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. 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. 14. RecruitmentVacancies:13% had current vacancies36% of these hard to fillOccupations that are hard to fill:Distribution, sales and marketing – 63%Art and design – 28%Technical development – 26%Business management in particular for books (20%) andnewspapers (22%)Editorial, journalism and sport for newspapers (29%)Production for books (20%)
    15. 15. Skills Shortages: New Entrants1. 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. 16. Work Placements• 19% offered Graduate Internships• 50% offered Work Placements or Experience• 74% via personal contacts• 49% through schools• 40% through universities
    17. 17. GETTING ON
    18. 18. Skills Gaps28% of employers report skills gapsMost 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. 19. Consequences of skills gaps28% of employers report skills gapsConsequences include:• 75% delay products• 49% lose business• 48% outsource work• 48% increase costs• 35% difficulty meeting quality standards
    20. 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. 21. 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/
    22. 22. Your skills portfolio
    23. 23. Say helloSuzanne Kavanaghsuzannek@creativeskillset.org@SkillsetSSC @sashersSlideshare: www.slideshare.net/sasherswww.creativeskillset.org/publishingwww.blog.creativeskillset.org
    24. 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. 25. Future Skills Gaps Publishing of Book Publishing of Journals & Other Total Publishing Publishing Newspapers Periodicals PublishingSales and Marketing skills 34% 37% 29% 34% 41% 39%Skills in using software packages 29% 32% 37% 34% 18% 36%Dont know 33% 30% 26% 44% 35% 29%Skills to develop content for multipleplatforms 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, basicIT) 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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