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

ARŪNAS GUDINAVIČIUS, VILNIUS UNIVERSITY

THE PUBLISHER’S NEED FOR TRAINING IN A TIME

OF DIGITAL TRANSFORMATION:

THE CASE OF LITHUANIA

Arūnas GudinavičiusVILNIUS UNIVERSITY

By the Book 2015, June 18 and 19, Firenze, Italy


LITHUANIAN PUBLISHERS



RESEARCH OF LITHUANIAN PUBLISHERS TRAINING AND PROFESSIONAL DEVELOPMENT NEEDS



RESEARCH Methodology and demographic information



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



AGE GROUPS OF RESPONDENTS

18-24 years old; 10; 7%

25-34 years old; 34;

23%


40%


27%

over 65 years old;

4; 3%



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 pub-

lishing houses; 66; 45%Private

pub-lishing houses; 80; 55%

Private vs publicThe number of employees



PROFESSIONAL EXPERIENCE AND PARTICIPATION IN TRAININGS BEFORE

0 (n-ever)59%

1-2 times23%

3-5 times9%

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



RESPONDENTS WORK AREA

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

0 5 10 15 20 25 30 35 40



RESEARCH Results



FOUR GROUPS FOR FURTHER ANALYSIS Managing directors (35)

Project managers (25)

Copy-editors, proofreaders (22)

Designers (art directors, designers, layout artists) (20)



RESULTS: NEVER PARTICIPATED IN TRAININGS 49% of managing directors

72% of project managers

45% of copy-editors, proofreaders

75% of designers



RESULTS: DO YOU NEED TRAINING?

0% 20% 40% 60% 80% 100%

11

9

6

6

3

0


0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

15

5

1

4

1

0

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6

12

0

4

0

0

Agreed and strongly agreedNeutral, disagree and strongly disagree

0% 10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

13

4

0

2

1

0

Agreed and strongly agreedNeutral, 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


RESULTS: MOST WANTED TRAINING TOPICS

Training topic Wanted

Copyright, Law & Rights

22

Strategy and Leadership

18

Marketing 18

Advertisement and promotion

18


managing directorsTraining topic Want

edAdvertisement and Promotion

15

Project Management 12

Strategy and Leadership

11

Marketing 11

Copyright, Law & Rights 11

project managers


Editing (language) 21Proofreading 10


Design 16Illustration 12Page Layout 12

copy-editors designers


RESULTS: TEACHING OTHERS


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%)


RESEARCH Conclusions



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.



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“



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



THE PUBLISHER’S NEED FOR TRAINING IN A TIME

OF DIGITAL TRANSFORMATION:

THE CASE OF LITHUANIA

Arūnas GudinavičiusVILNIUS UNIVERSITY


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

Science

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