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The publisher’s need for training in a time of digital transformation: the case of Lithuania

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In collaboration with Lithuanian Publisher’s Association, the research task was formulated: to find out the training and professional development needs of Lithuanian publishers. In order to achieve this aim, the questionnaire was prepared and survey was conducted. The results of the research is the analysis of publisher’s needs in training and professional development which comes to conclusions and recommendations for a list of preferred topics for training courses. The level of training demand also will be evaluated and can be used as a ground for creating a supply of such training courses.

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The publisher’s need for training in a time of digital transformation: the case of Lithuania

  1. 1. THE PUBLISHER’S NEED FOR TRAINING IN A TIME OF DIGITAL TRANSFORMATION: THE CASE OF LITHUANIA Arūnas Gudinavičius VILNIUS UNIVERSITY ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITYBy the Book 2015, June 18 and 19, Firenze, Italy
  2. 2. LITHUANIAN PUBLISHERS ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITYBy the Book 2015, June 18 and 19, Firenze, Italy
  3. 3. RESEARCH OF LITHUANIAN PUBLISHERS TRAINING AND PROFESSIONAL DEVELOPMENT NEEDS ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITYBy the Book 2015, June 18 and 19, Firenze, Italy
  4. 4. RESEARCH Methodology and demographic information By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY
  5. 5. SURVEY At first stage the questionnaire was sent to all members of Lithuanian Publisher’s Association At second stage to all other active publishers It was asked to spread the link to survey between the employees of the publishing house The survey took place in March, 2015 (four weeks) 146 respondents from approximately 50 publishing houses ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITYBy the Book 2015, June 18 and 19, Firenze, Italy
  6. 6. AGE GROUPS OF RESPONDENTS 18-24 years old, 10, 7% 25-34 years old, 34, 23% 35-50 years old, 59, 40% 50-64 years old, 39, 27% over 65 years old, 4, 3% ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITYBy the Book 2015, June 18 and 19, Firenze, Italy
  7. 7. PUBLISHING HOUSES Answer options Response percent Response count 1-3 18,5% 27 4-6 17,1% 25 7-10 19,2% 28 11-15 13,7% 20 more than 15 31,5% 46 Public publishing houses, 66, 45% Private publishing houses, 80, 55% Private vs public The number of employees ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITYBy the Book 2015, June 18 and 19, Firenze, Italy
  8. 8. PROFESSIONAL EXPERIENCE AND PARTICIPATION IN TRAININGS BEFORE 0 (never) 59% 1-2 times 23% 3-5 times 9% more than 5 times 9% How many times did you participated in proffesional training course in the past 5 years? Answer options Response percent Response count Up to 1 year 4,8% 7 1-2 years 10,3% 15 3-5 years 16,4% 24 6-10 years 23,3% 34 11-20 years 24,7% 36 More than 20 years 20,5% 30 Professional experience ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITYBy the Book 2015, June 18 and 19, Firenze, Italy
  9. 9. RESPONDENTS WORK AREA 0 5 10 15 20 25 30 35 40 Literary agent (scout) Marketing, advertising specialist Journalist Print production specialist, technician Information technology specialist, programmer Accountant Scientific Editor Editor-in-chief Marketing, sales manager Art director, designer, layout artist Copy-editor, proofreader Project manager Managing director, subdivision manager By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY
  10. 10. RESEARCH Results By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY
  11. 11. FOUR GROUPS FOR FURTHER ANALYSIS Managing directors (35) Project managers (25) Copy-editors, proofreaders (22) Designers (art directors, designers, layout artists) (20) By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY
  12. 12. RESULTS: NEVER PARTICIPATED IN TRAININGS 49%of managing directors 72%of project managers 45%of copy-editors, proofreaders 75%of designers By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY
  13. 13. RESULTS: DO YOU NEED TRAINING? 11 9 6 6 3 0 0% 50% 100% By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY 15 5 1 4 1 0 0% 20% 40% 60% 80% 100% 6 12 0 4 0 0 0% 20% 40% 60% 80% 100% Agreed and strongly agreed Neutral, disagree and strongly disagree 13 4 0 2 1 0 0% 20% 40% 60% 80% 100% Agreed and strongly agreed Neutral, disagree and strongly disagree managing directors project managers copy-editors designers Participation before: more than 5 1-5 trainings never more than 5 1-5 trainings never
  14. 14. RESULTS: MOST WANTED TRAINING TOPICS Training topic Wanted Copyright, Law & Rights 22 Strategy and Leadership 18 Marketing 18 Advertisement and promotion 18 By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY managing directors Training topic Wanted Advertisement and Promotion 15 Project Management 12 Strategy and Leadership 11 Marketing 11 Copyright, Law & Rights 11 project managers Training topic Wanted Editing (language) 21 Proofreading 10 Training topic Wanted Design 16 Illustration 12 Page Layout 12 copy-editors designers
  15. 15. RESULTS: TEACHING OTHERS By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY Would you be able/unable and like/not like to teach others? Position May make and would like to: managing directors (23%) May make but would not like to: managing directors (28%) and designers (25%) Not sure be able to but maybe would like to: designers (50%) Unable to but would like to: project managers (28%) and copy- editors (32%) Unable to and would not like to: project managers (36%)
  16. 16. RESEARCH Conclusions By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY
  17. 17. CONCLUSIONS (1/3) The more trainings had respondent before, the bigger need for training he expresses. All for groups of respondents think they need training - 82% of respondents agreed and strongly agreed. Just 4-5% of managing directors, project managers and designers would pay by themselves for training. About 60% of respondents never participated in any training. Managing directors are most willing to teach others. Project managers are most unwilling to teach others. By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY
  18. 18. CONCLUSIONS (2/3) More that 60 subtopics divided into 8 topics were offered for respondents. The most wanted training topic for managing directors is Copyright, Law & Rights. This topic also important for project managers. Top preference for project managers is Advertisement and Promotion. Most wanted subtopics:  for managing directors – „Copyright and Legal Compliance in the Digital Age“ and „Publishing marketing“  for project managers – „Efficient work with social networks“ and „Copywriting for Publishers “  for copy-editors – „Advanced Proofreading“ and „Getting into Grammar“  for designers – „Ebooks in EPUB format with InDesign“ By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY
  19. 19. CONCLUSIONS (3/3) Subtopics with digital publishing were popular:  Digital Strategy for Publishers  Publishing in the Digital Age  E-marketing  The Basics of E-books  Apps in Publishing  Editing Digital Products By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY
  20. 20. THE PUBLISHER’S NEED FOR TRAINING IN A TIME OF DIGITAL TRANSFORMATION: THE CASE OF LITHUANIA Arūnas Gudinavičius VILNIUS UNIVERSITY ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITYBy the Book 2015, June 18 and 19, Firenze, Italy

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