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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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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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