The global publishing market in the English language was approximately $270 b in 2008. This market consists of key segments: STM/Academic (scientific, technical, medical, and humanities), Legal, Educational, Newspapers, Magazines, Directories and others (corporate, financial, B2B, trade, etc.). Educational Publishing refers to publishing for the school (K-12 or ELHI), and college education markets. The global educational publishing industry stood at approximately USD 22 billion in 2008.
The recent economic crisis has had an impact on the education publishing market. The US, for example, experienced reduced education budgets. This in turn severely affected educational publishers. Various states in the US are considering a transition to digital forms of content to save costs and keep up with the developments in technology for better dissemination of knowledge. Publishers are now coupling e-publishing and e-learning to create content that relates to the digital generation. Online teaching and virtual tutoring is a growing market, and publishers such as Pearson have incorporated these to create synergies with their existing offerings.
Sourcing work from vendors has become well-entrenched in the business model of the publishers operating in the Educational publishing segment. Publishers such as Harcourt Education, Pearson, McGraw-Hill, Reed Elsevier and Scholastic have been outsourcing (and offshoring) for over a decade. It is of immense interest to understand and analyze buyer sentiments with respect to outsourcing. An insight into buyer sentiment will help us answer a few questions like:
- What are the challenges faced by the industry and how has the industry changed in terms of perceived challenges?
- What are the satisfaction levels with outsourced/offshored services?
- What are the areas that still need improvement?
- What is the buyer proclivity to outsource? Will smaller companies outsource more? The following chapters delve deeper into all these aspects.
- How has the industry shaped up in terms of functional areas outsourced? For example, is there more demand for content (implying higher value services) or production (low value high volume services)?
Research Methodology
We broke down the 237 responses as per segments to generate this report. We further cross tabbed the education segment responses on the following:
- Profile of the respondent
- Size of company and
- Geography
This break-down provided us with granularity on various aspects such as challenges faced, satisfaction levels, sourcing levels, cost savings, sourcing expectations, etc. This has helped us develop a comprehensive understanding of outsourcing sentiments within the segment.
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