The document discusses gathering statistical data on Toronto's digital media industry. It provides an overview of using the North American Industry Classification System (NAICS) to classify digital media businesses. NAICS codes digital media companies under information and cultural industries, publishing industries, motion picture and video industries, and other information services. The document also discusses digital media surveys in other cities like Vancouver, Calgary, and Winnipeg and notes the lack of recent comprehensive data on Toronto's digital media industry. It raises the question of how digital media workers in Toronto can work together to learn more about their industry.

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