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. 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. LITHUANIAN PUBLISHERS ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITYBy the Book 2015, June 18 and 19, Firenze, Italy
- 3. RESEARCH OF LITHUANIAN PUBLISHERS TRAINING AND PROFESSIONAL DEVELOPMENT NEEDS ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITYBy the Book 2015, June 18 and 19, Firenze, Italy
- 4. RESEARCH Methodology and demographic information By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY
- 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. 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. 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. 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. 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. RESEARCH Results By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY
- 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. 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. 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. 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. 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. RESEARCH Conclusions By the Book 2015, June 18 and 19, Firenze, Italy ARŪNAS GUDINAVIČIUS, VILNIUSUNIVERSITY
- 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. 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. 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. 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
Hinweis der Redaktion
- It was difficult times in past years for publishers in Lithuania. The global economic crisis, the digital transformation of reading – it’s just few main factors which affected publishing business all over the world. Publishing market in Lithuania shrunk in past years and seems still no turning point visible. A lot of publishers do not believe in book publishing business and closing their companies, but of course some new companies with new ideas appears. A lot of publishing houses in Lithuania do not want any changes: they are trying to avoid all new emerging technologies: e-books, apps, tablet computers, smartphones, etc. They refuses to change and are trying to keep going on old publishing models and ideas. It is not easy to be interested in new skills, technologies, methods while you must survive in this changing time. But sometimes acquiring new skills and knowledge, going through trainings is the only way to survive, especially if talking about longer perspective. When I‘m talking with publishers, I can feel that there is interest for professional training for Lithuanian publishers, but it is not clear what kind of training, what topics publishers want and would prefer first of would like to pay for. Also training needs to be adapted to the specificities and needs for small country publishers to be effective.
- So, 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.
- Few words about methodology and demographic information of the survey.
- At first stage the questionnaire was sent to all members of Lithuanian Publisher’s Association. Then the survey was sent for the same 143 publishing houses from the 2014 Digital Publishing Situation in Lithuania research. In the email was asked to spread the link to survey between the employees of the publishing house. The survey took place in four weeks of March, 2015. The reminders to spread and fill the survey were sent three times, one every week. Into survey answered 146 participants from approximately 50 publishing houses (the survey was anonymous, but the respondents had a possibility to leave email and/or publishing house title and taking into account different IP’s, the approximately number of publishing houses participated in survey was counted). At least one participant from major publishing houses participated.
- Age group. 40% of respondents were from 35-50 year age group, second age group was 50-64 with 27% and third – 25-34 years old with 23%. The smallest age groups was 18-24 with 10% and over 65 with 3%.
- Private vs public. 66 respondents (45%) stated that they are working in publishing house funded by government (universities and another academic institutions mostly) – public sector and 80 respondents (55%) were from private sector. Number of employees. The question about the number of employees in respondent’s publishing house was asked. Most respondents (46) were from publishing houses with 15 or more employees (31.5%). Another answers were more or less equally spread between publishing houses with smaller number of employees.
- Professional experience. One question was asked about professional experience in publishing. 36 respondents stated their experience 11-20 years (25%). 34 respondents – 6-10 years. Participation in training. Most respondents (86, 59%) answered that they never participated in any professional training courses in the past 5 years. 34 respondents said they participated in 1-2 times (23%). 3-5 times participated 13 respondents (9%) and more than 5 times participated also 13 respondents.
- Respondents work area. All respondents were asked to identify their work area. 35 of respondents (24%) were managing directors, 25 – project managers (17%), 21 – copy-editors and proofreaders (14%), 20 – designers, art directors, layout artists (12%), 17 – marketing and sales managers (11%). Other work area groups were smaller.
- Managing directors. 35 managing directors or subdivision managers answered questionnaire. 54% of them was from private sector and 46% from public sector. 11 (32%) of them described experience in the field more than 20 years, 14 (40%) – showed 11-20 year experience, 5 (14%) – 3-5 year and 5 (14%) – 6-10 year. 49% of managers said they never participated in any training. 17% - 1-2 times, 17% - 3-5 and 17% more than 5 times participated in trainings. There was no significant difference in private and public sector. Project managers. 25 project managers answered questionnaire. 80% of them was from private sector and 20% from public sector. 9 (36%) of them described experience in the field 6-10 year, 8 (32%) – showed 3-5 year experience, 4 (16%) – 1-2 year, 2 (8%) – more than 20 years, one (4%) up to 1 year and one – 11-20 years. 72% of project managers said they never participated in any training. 8% - 1-2 times, 16% - 3-5 and 4% more than 5 times participated in trainings. Copy-editors. 22 copy-editors and proofreaders answered questionnaire. Most of them were from public sector – 77% and the rest from private (23%). 7 (32%) of them described experience in the field more than 20 years, 7 (32%) – showed 11-20 year experience. 45% of copy-editors said they never participated in any training – it is almost the same situation as with managers. But none of copy-editors were in training more than 5 times. 45% participated 1-2 times, 10% - 3-5 times participated in trainings. Designers. 20 designers, art directors and illustrators answered questionnaire. 50% of them was from private sector and 50% from public sector. 7 of them (35%) described 11-20 year experience in the field, 5 (25%) of them – more than 20 years, 7 (25%) – 6-10 year, 1 (5%) – 3-5 year and 1 – 1-2 year. 75% of designers said they never participated in any training. The rest of them, 25% participated 1-2 times.
- Managing directors. Interesting results showed question “Do you need any training to acquire new skills and knowledge?” “Strongly agree” or “Agree” answered all managers which already participated in training more than 5 times, 75% managers which already participated 1-5 times and just 35% of managers which never participated in any training. Also more managers from public sector agreed on training needs (88%) to compare with private sector (63%). 5 (14%) managers (from public and private sectors) assured they would like to pay by themselves for good quality training, but 3 of them were neutral if they need any training. 2 managers from private sectors with more than 20 year experience answered that they would not participated in any training under any circumstances. The rest 28 managers (80%) prefer if for the training would pay somebody else (company or sponsor). Project managers. Project managers with 1-5 times experience in trainings agreed with project managers never participated in trainings answering into question “Do you need any training to acquire new skills and knowledge?” 83% of both groups answered “Strongly agree” or “Agree”. More project managers from private sector agreed on training needs (90%) to compare with public sector (60%). One (4%) project manager from private sector assured he would like to pay by himself for good quality training, and one answered he would not participated in any training under any circumstances. The rest 23 project managers (92%) prefer if for the training would pay somebody else (company or sponsor). Copy-editors. Similar situation as with managers is with question “Do you need any training to acquire new skills and knowledge?” “Strongly agree” or “Agree” answered all copy-editors which already participated at least in one training and just 60% copy-editors which never participated in any training (Figure X). Also more copy-editors from public sector agreed on training needs (88%) to compare with private sector (60%). 4 (18%) copy-editors (from public and private sectors) assured they would like to pay by themselves for good quality training. The rest 18 copy-editors (82%) prefer if for the training would pay somebody else (company or sponsor). Designers. There was no significant difference in private and public sector. Into question “Do you need any training to acquire new skills and knowledge?” “Strongly agree” or “Agree” answered 80% designers which already participated in training 1-5 times and 87% designers which never participated in any training (Figure X). Also slightly more designers from public sector agreed on training needs (90%) to compare with private sector (80%). Just one designer (5%) from private sector assured he would like to pay by himself for good quality training, and 2 designers from private sector answered that they would not participated in any training under any circumstances. The rest 17 designers (85%) prefer if for the training would pay somebody else (company or sponsor).
- Managing directors. Most wanted training theme is Copyright, Law & Rights – 62% of manager included this training topic in their wish list. Another three topics were popular also: Strategy and Leadership, Marketing, Advertisement and Promotion. Each of them choose 51% of managers (Table 4). It is interesting that 12 (from 35) managers wanted either illustration, design or layout design training. The same amount of managers wanted project management themes for training. Project managers. Most wanted training theme is Advertisement and Promotion – 60% of project manager included this training theme in their wish list. Another four themes were popular also: Project Management (48%), Strategy and Leadership (44%), Marketing (44%) and Copyright, Law & Rights (44%). Each of them choose 51% of project managers. 6 project managers (from 25) also wanted copy-editing, 6 – Financial Management, 6 – Print Process training. Copy-editors. Most wanted training theme is Editing – 95% of copy-editors included this training theme in their wish list. Second theme was Proofreading – 45%. Also 9 (from 22) copy-editors (41%) wanted either illustration, design or layout design training. 6 copy-editors wanted Copyright, Law & Rights training. Designers. Most wanted training theme is Design – 80% of designers included this training theme in their wish list. Another two themes were popular also: Illustration and Page Layout. Each of them choose 60% of designers. Also 6 designers (30%) wanted Print Process theme training.
- On the right the group which choose this answer option most often.
- Respondent’s opinion about need for training depends on training experience before. The more trainings had respondent before, the bigger need for training he expresses. All for groups of respondents think they need training – in average 82% of respondents agreed and strongly agreed. Just managing directors are below average with 74%. 85% of designers, 84% of project managers, 82% of copy-editors think they need training. Just 4-5% of managing directors, project managers and designers would like to pay by themselves for training. The exception are copy-editors – 18% of them would pay for good training. All others prefer if company of something else would pay for their training. About 60% of respondents never participated in any training. Taking into account that 59% of respondents had 6 or more year experience in field. Managing directors are most willing to teach others. Project managers are most unwilling to teach others.
- The most wanted training topic for managing directors is Copyright, Law & Rights. This topic also important for project managers and they top preference is Advertisement and Promotion. Most wanted subtopics for managing directors are „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“. Designers – „Ebooks in EPUB format with InDesign“.
- The topics which includes digital publishing were also popular. This small pilot research shows that there are interest for publishers dedicated training in Lithuania. Few topics, like Copyright and Legal Compliance in the Digital Age, Efficient work with social networks, Ebooks in EPUB format could be successful. Especially if training is paid by company of any project grant.