Publishing Skills Council

24 February 2011

Publishing Sector Profile highlights

1 Recruitment

2 Qualification levels

3 Skills shortages in new entrants

4 Skills gaps in existing workforce

5 Future skills needs

6 Learning and development

7 Apprenticeships and work placements

RecruitmentNew recruits in 2010:

• 22% permanent contracts• 77% short term contracts• 2% both• 21% from Creative Media industries• 43% outside of Creative Media

industries• 37% direct from education

Vacancies:

• 13% had current vacancies• 36% of these hard to fill

Demand for permanent staff:

• 13% increased• 19% decreased• 67% remained the same

Changes in permanent staff in next 12 months:

• 20% increase• 5% decrease• 72% remain same

Changes in short term staff:

• 16% increase• 3% decrease• 75% remain same

Recruitment

Total Creative Media Publishing Book Publishing

Publishing of Newspapers

Publishing of Journals & Periodicals Other Publishing

Distribution, Sales and Marketing 38% 63% 39% 65% 88% 53%Art and Design 17% 28% 20% 8% 6% 43%Technical Development 27% 26% 0% 0% 6% 43%Production 9% 4% 20% 6% 0% 3%Editorial, Journalism and Sport 2% 3% 0% 29% 3% 0%Business Management 13% 3% 20% 22% 0% 0%Other 1% 2% 0% 5% 6% 0%Strategic Management 6% 1% 0% 0% 3% 0%Editing 2% 1% 0% 0% 4% 0%Don't know *% 1% 0% 0% 3% 0%Creative Development 1% 0% 0% 0% 0% 0%Broadcast Management *% 0% 0% 0% 0% 0%Engineering and Transmission 2% 0% 0% 0% 0% 0%Performers 1% 0% 0% 0% 0% 0%Content Development 7% 0% 0% 0% 0% 0%Animators 2% 0% 0% 0% 0% 0%Costume/Wardrobe *% 0% 0% 0% 0% 0%Make-up and Hairdressing *% 0% 0% 0% 0% 0%Camera – Photography *% 0% 0% 0% 0% 0%Lighting *% 0% 0% 0% 0% 0%Audio, Sound, Music *% 0% 0% 0% 0% 0%Laboratories and Imaging Services 1% 0% 0% 0% 0% 0%Servicing *% 0% 0% 0% 0% 0%

Recruitment

Reasons vacancies are proving hard to fill:

• Lack skills or talent company demands – 92%• Lack attitude, motivation or personality – 83%• Lack relevant work experience – 56%

Qualification levels

Percentage of those with a degree or equivalent

45%

62%

0

32%

50%

41%

50%

0

51%

75%

43%

35%

65%

34%

49% 47%

0%

10%

20%

30%

40%

50%

60%

70%

80%

All Pub

lishin

g

Books

Directo

ries &

Mail

ing Li

sts

Newsp

aper

s

Jour

nals

& Per

iodica

ls

Other

Pub

lishin

g

News A

genc

y

Other

Info

Servic

es

2007

2010

Qualification levels

• Of 51% with degree, 12% in media related subject• Of 12% in media related subject:

– 47% Media/Communication Studies– 25% Journalism

• 44% say formal qualifications not a priority• 29% value undergraduate degrees, certs, dips• 16% value technical/vocational qualifications• Newspapers most likely to value technical/vocational – 30% and

postgraduate – 18%• Books most likely to value undergraduate qualifications – 32%• Contrast: 44% of publishers place little value on formal qualifications, yet

51% have a degree• Overall 53% have no preference for a media related subject• 29% prefer a media related subject (64% in newspapers, 38% in books)

Skills shortages – new entrants

1 Sales and marketing skills – 31%

2 Creative talent – 21%

3 Skills using software packages – 17% (Journals & periodicals 33%; Newspapers 23%; Books 19%)

4 Multi-skilling – 16%

5 = Leadership and management skills – 13%= Finance – 13%

Skills gaps in existing workforce

28% of employers report skills gaps

Most 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%)

Skills gaps in existing workforce

Total Creative Media Publishing Book Publishing

Publishing of Newspapers

Publishing of Journals & Periodicals Other Publishing

Sales and Marketing skills 61% 69% 53% 37% 59% 80%Technical skills 48% 53% 38% 30% 48% 61%Skills in using software packages 46% 45% 54% 50% 29% 48%Business skills 36% 38% 14% 7% 25% 51%Leadership and Management skills 40% 37% 29% 12% 29% 44%Multi-skilling 31% 29% 19% 17% 23% 35%Skills to develop content for multiple platforms 25% 28% 29% 29% 29% 27%Finance skills 26% 27% 34% 10% 27% 27%Other 22% 26% 5% 8% 16% 37%Creative talent 21% 21% 19% 31% 20% 20%Don't know 15% 18% 17% 12% 14% 20%Production skills 12% 6% 4% 19% 2% 7%Set or Crafts skills 10% 4% 11% 1% 9% 0%Basic skills (Numeracy, Literacy, basic IT) 1% 3% 10% 2% 6% 0%Welsh language skills 3% 1% 0% 1% 4% 0%All skills 1% 0% 0% 0% 0% 0%General common sense / professionalism inc. Attitude etc.1% 0% 0% 0% 0% 0%Soft skills / People skills e.g. Communication and Teamwork1% *% 0% 2% 2% 0%Lack of experience (no skills mentioned) 1% *% 0% 2% 1% 0%

Skills gaps in existing workforce - causes

1 Inability to keep up with change – 22%

2 Failure to train or develop staff – 20%

3 Recently recruited staff lack of experience – 17%

Skills gaps in existing workforce

Causes company to:

• 75% delay products• 49% lose business• 48% outsource work• 48% increase costs• 35% difficulty meeting

quality standards

Action taken:

• 71% publishers have taken action

• 75% by skilling up existing workforce

• 55% increasing trainee programmes

• 54% redefining existing jobs

Future skills gaps

Total PublishingBook

PublishingPublishing of Newspapers

Publishing of Journals & Periodicals

Other Publishing

Sales and Marketing skills 34% 37% 29% 34% 41% 39%Skills in using software packages 29% 32% 37% 34% 18% 36%Don't know 33% 30% 26% 44% 35% 29%Skills to develop content for multiple platforms 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, basic IT) 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%

Learning and development

• 13% have a learning & development plan• 14% have increased L&D budget• 10% have decreased L&D budget• 69% kept L&D budget at same level• 46% funded or arranged L&D for staff

Learning and development

Total PublishingBook

PublishingPublishing of Newspapers

Publishing of Journals & Periodicals

Other Publishing

Sales and Marketing skills 36% 46% 30% 52% 52% 51%Skills in using software packages 47% 45% 54% 50% 39% 44%Technical skills 42% 34% 35% 37% 34% 34%Leadership and Management skills 30% 33% 34% 46% 46% 25%Skills to develop content for multiple platforms 17% 22% 15% 45% 19% 24%Business skills 21% 21% 25% 15% 27% 17%Finance skills 16% 17% 33% 6% 14% 11%Production skills 15% 15% 15% 22% 5% 20%Creative talent 14% 13% 19% 25% 13% 10%Multi-skilling 15% 12% 13% 27% 16% 7%Other 19% 10% 20% 23% 12% 4%Don't know 7% 5% 10% 3% 5% 2%Set or Crafts skills 7% 4% 5% 11% *% 5%Basic skills (Numeracy, Literacy, basic IT) 1% 1% 4% 0% 0% 0%Soft skills / People skills e.g. Communication and Teamwork 1% 1% 1% *% 3% 0%Welsh language skills 1% *% 0% 1% 0% 0%All skills *% *% 1% 0% 1% 0%

Learning and Development

• 70% favour external course or seminar• 57% mentoring or coaching on the job• 54% Informal support on the job by other staff• 44% books and printed materials• 39% in-house training by other staff

Apprenticeships

• 5% have offered an Apprenticeship• 34% would consider offering

Apprenticeships

Apprenticeships

Total PublishingBook

PublishingPublishing of Newspapers

Publishing of Journals & Periodicals

Other Publishing

Editorial, Journalism & Sport 10% 37% 47% 63% 53% 21%Art and Design 18% 26% 17% 12% 28% 31%Distribution, Sales & Marketing 15% 26% 26% 11% 35% 23%Business Management 12% 18% 16% 14% 15% 21%Other 8% 9% 9% 9% 2% 13%Production 10% 7% 6% 1% 7% 9%Technical Development 15% 6% 9% 9% 3% 6%Audio, Sound, Music 2% 4% 4% 2% 1% 6%Strategic Management 3% 3% 0% 3% 0% 7%Creative Development 2% 3% 1% 0% 1% 6%Content Development 8% 3% 6% 3% 4% 0%Manufacture 3% 2% 5% 4% 4% 0%Don't know 2% 2% 5% 6% 1% 0%Null 2% 2% 5% 0% 2% 0%Camera – Photography 16% 1% 0% 3% 4% 0%Lighting 1% 1% 4% 0% 0% 0%Engineering & Transmission 5% *% 0% 1% 0% 0%Retail and Exhibition 3% *% 0% 0% 1% 0%

Internships and work placements

• 19% have offered Graduate Internships• 35% would consider offering them• 50% have offered work placements or experience• 20% would consider offering them• 74% placements organised via personal contacts• 49% through schools• 40% through universities• 29% through colleges• 10% through other sources