Printing &

Graphic Arts
Industry
Environment Scan 2015
 Predicting change

Contents
1. Executive summary 2
2. Industry intelligence 6
3. Identified workforce development needs 20
4. Current impact of training packages 26
5. Future directions 30
Appendix A - Methodology and bibliography 34
Appendix B - Printing & Graphic Arts Occupations in demand 38
Appendix C - NCVER data 40

The Environment Scan

Context, purpose & audience
Continuing advances in technology and
ongoing pressure on productivity are
building the demand for creative and
innovation skills with which workforces
can use Big Data, engage with complex
systems and focus on customers. With
these skills Australian industry can better
respond to the challenges of operating
in a global marketplace.
As industries continue to evolve, converge
or relocate, and as new job roles emerge
and others become obsolete, developed
economies are looking to early warning
systems to detect the onset of economic
and industry trends. The Environment
Scans or Escans undertaken annually
by Industry Skills Councils report these
trends and assist governments and
industry to shape responsive vocational
training systems.
Specifically, Innovation and Business
Skills Australias (IBSA) Escan identifies
the factors currently having impact
on the skill needs of the workforces
of its six industries and considers how
well the national training system, its
products and services, and industry
itself are responding.
National, real time industry intelligence
is what sets the Escans apart from
other reports on the national training
system. The Escans capture data and
information from IBSAs ongoing visits
and conversations with key industry
stakeholders, regulators and, critically,
the people doing the jobs across the
industries and who experience firsthand
the impact of change. It also draws
on a range of topical sources such
as the latest industry, enterprise and
government research, and international
developments. The Escan methodology
can be found at Appendix A.
The Escans formal audience is the
Department of Education and Training
both to contribute to industry skills
needs advice and also as evidence
to support endorsement of training
package upgrades. The relevance of
the Escan however extends far beyond
and continues to be used extensively
by state and territory governments,
industry bodies, enterprises and many
other stakeholders involved in skills and
workforce development.
As a document limited in size, the
Escan does not seek to capture every
issue within each industry, rather it is a
snapshot of a continually developing
picture that is intended to alert and
inform a wide audience and enhance
their capacity to act.
The Escans are part of Industry Skills
Councils broader role in gathering
industry intelligence and undertaking
high quality analysis of the skills needs
and profile of current and future industry
workforces. Escan 2015 has been
produced with the assistance of funding
provided by the Australian Government
through the Department of Education
and Training.

Printing & Graphic Arts Industry | i

CHAP TER 1

Executive
summary
IBSA Environment Scan 2015
CH AP TER 1
Executive summary
The evolution of the Printing & Graphic Arts Industry continues with the ongoing impact
of digital technology turning the industry into manufacturing and services, providing
communication strategies and solutions to all levels of business.
The digital solid world tension is
ongoing with the push to digital
winning, but at a slower rate.
Peter Mansfield Printing Industries Association
of Australia (SA)
Graphic design has moved from
craft to strategy. Businesses see
themselves as a one stop shop for
communication strategy.
Nic Eldridge Australian Graphic Design Association
The industry has faced significant
challenges over the past five years.
Demand from downstream book,
magazine and directory publishers
has decreased. Consumers and
businesses increasingly trade and
conduct business online without the
aid of printed materials.
Digital media continues to encroach
into the domain of book, newspaper,
magazine and directory publishers.
Many graphic design firms are
printing less and supplying increasing
numbers of PDFs for clients to place
on their websites.
The Printing & Graphic Arts Industry
is now a hybrid with a manufacturing
history and a growing service and
2 | Chapter 1 Executive summary
customer focus with enterprises in
transition to communications businesses
with options for print products.
INDUSTRY TRENDS
The industry is adapting by going
down the chain to offer full service
solutions for example a printer
offering to provide a full school
yearbook solution encompassing
interviewing, photographing, content
sourcing, editing, graphic design and
personalised printing.
Snap, Kwik Kopy and Print Design
are good examples of the new full
service franchise model delivering to
small, medium and large firms. They
are buying advertising agencies and
becoming the biggest employer of
graphic designers as well as providing
printing services.
The digital age is projected to continue
eroding printing businesses and bigger
printers are becoming increasingly
interested in smaller customers which
is expected to make it difficult for
smaller operators to compete over the
next five years. According to IBISWorld,
enterprise and establishment numbers
are forecast to fall at a compound
annual 1.4 percent and 1.3 percent
respectively over the five years
through to 2019-20, indicative of
this consolidation trend.
Consultation with the printing industry
indicated the following key trends were
continuing:
rapid technology change
digital communication, work and
delivery including mobile platforms
graphic design growth
employment rationalisation
at a reducing rate
move from manufacturing
to service, and
print businesses offering full service
including graphic design.
Technological developments have both
positively and negatively affected the
industry over the past five years. Industry
operators have provided customers with
access to leading edge technology, such
as digital workflow software and virtual
inhouse production systems. These systems
allow publishers to take on projects without

hiring extra staff or incurring additional
hardware and software expenses. A
number of companies providing printing
support services have diversified from
traditional print products to online, video
and television formats, such as multimedia
layout and design. Some industry
operators have also begun providing
digital asset management services to
efficiently store and distribute images and
documents for clients.
Growth in electronic data and
document distribution and online media
content hosting is expected to decrease
printing volumes in Australia, adversely
influencing demand for printing support
services. However, this will provide
opportunities for companies that design,
produce and manage digital content.
The rapid growth of the market for
eBooks on tablets and smartphones is
expected to reduce post press services
such as bookbinding, laminating,
finishing and distribution, as new and
improved technology allows increasing
access to cheap eBooks.
Freelance designers, crowdsourcing
website and digital advertising
agencies are winning work that
traditionally fell to graphic design
studios. Many small and mid-size
studios are struggling to compete with
large digital and creative agencies
offering holistic solutions.
Online printing operators that offer
convenient services are emerging as
significant players in the short-run
printing market. Small businesses
represent the major customer base for
this online segment. The development
of these online printing support services
is expected to challenge the existing
industry significantly, as online operators
are able to operate with lower cost
structures, reducing unit costs.
According to the Australian Government
job outlook forecasts, employment in
the major occupational categories in
the Printing & Graphics Arts Industry is
expected to decline, with the exception
of graphic designers, which is expected
to grow very strongly.
Predicting change
These same qualifications have also
experienced the most growth in
enrolments between 2010 and 2013.
After extensive consultation, the ICP
Printing and Graphic Arts Training
Package has been consolidated to
reduce the number of qualifications,
especially in the Certificate II and
Diploma areas, while keeping all the
required skills learning areas. The
package now contains 390 units of
competency 288 ICP specific and
102 imported units of competency
and 15 qualifications.
The new version saw the introduction of
the Certificate IV in ePublishing, as well
as the ICP packages first Skill Set in
Digital Fundamentals.
The table in Chapter 5 provides
a detailed summary of the workforce
development challenges and related
future skills needs in this industry, in
the context of new and emerging
markets, global connections,
technology, business collaborations
and changes to work.
Printing & Graphic Arts Industry | 3
CHAP TER 2

Industry
intelligence
IBSA Environment Scan 2015

CH AP TER 2

Industry intelligence
THE PRINTING & GRAPHIC
ARTS INDUSTRY
The digital/solid world tension is
ongoing with the push to digital
winning, but at a slower rate.
Peter Mansfield Printing Industries Association
of Australia (SA)
Graphic design has moved from
craft to strategy. Businesses see
themselves as a one stop shop for
communication strategy...
Nic Eldridge Australian Graphic Design Association
Companies in the printing industry
are primarily engaged in printing
and providing reprographic services.
Printing methods include offset
lithographic, reprographic, digital,
relief and screen printing. Firms mainly
engaged in screen printing on clothing
and apparel are also included in the
industry.
This sector is dominated by small
players IBISWorld estimates that the
largest two players in the Australian
graphic design sector hold only around
1 percent market share while regional
Australia now accounts for 20 percent
of Australian graphic design studios.1
The printing industry has been hit hard
over the past five years. Demand from
downstream book, magazine and
directory publishers has decreased
contributing to the industrys declining
activity. Consumers and businesses
have increasingly traded and
conducted business online without the
aid of printed materials. As a result,
IBISWorld estimates industry revenue is
estimated to decrease at a compound
annual 4.4 percent over the five years
through to 2014-15.
Consumers increasingly receive
information via alternative mediums
1 IBISWorld M6924 Specialised Design Services in
Australia Risk Ratings Report, September 2014
such as the internet, rather than via
printed materials. This trend has led to
a decline in demand for the services
of professional printers. Digital media
continues to encroach into the domain
of book, newspaper, magazine and
directory publishers.
Online platforms have become
crucial in most of the industrys major
markets, such as finance, retailing,
communications and advertising
industries. Advertising spending is
being redirected to the digital space
and online shopping is growing at
the expense of bricks-and-mortar
retailing. Over the past five years, the
strong Australian dollar has also made
imported printing more cost-effective,
negatively affecting the competitiveness
of domestic printers.
The industry is now adapting by going
down the chain to offer full service
solutions for example a printer
offering a full school yearbook solution

Table 1: Printing in 2014-15

Revenue: $7.4b Profit: $923.6m Exports: $51.7m

Annual revenue growth 2010-15: Annual revenue growth 2015--20:

Businesses: 5,511
-4.4% -1.0%

Source: IBISWorld, Industry Report: Printing in Australia, July 2014.

6 | Chapter 2 Industry intelligence


Figure 1: Total persons employed in Printing & Graphic Arts Industry by sector (000s), May 20112014
May 2011
60
50
40
30
20
10
Printing and Newspaper,
Printing Support Periodical, Book
Services and Directory
Publishing
Source: ABS, 6291.0.55.003 Labour Force, Australia, Detailed, Quarterly, May 2014, SuperTABLE E06 Employed persons by Industry (ANZSIC group)
Each years May employment estimate is the average of the relevant ABS LFS data for the four quarters up to and including May.
involving interviewing, photographing,
content sourcing, editing, graphic
design and personalised printing.
Snap, Kwik Kopy and Print Design are
good examples of the new full service
franchise model delivering to small,
medium and large firms. They are buying
advertising agencies and becoming the
biggest employer of graphic designers as
well as providing printing services.
Another example of innovative market
positioning is a major Australian printer
now offering to print books on an
individual basis in Australia to meet
Amazon orders, saving on international
sourcing and shipping. New printing
technology has allowed this to happen.
Despite these adaptions, the printing
industrys problems are expected
to continue over the next five years.
However, according to IBISWorld,
industry revenue is projected to fall at a
slower rate than in the past five years.
Revenue is forecast to decline at an
annualised 1.0 percent over the five
years through 2019-20, to $7.0 billion.2
Small printers are expected to come
2 IBISWorld, Industry Report J5411: Newspaper
Publishing in Australia, February 2014.
May 2012
Converted Publishing (except
Paper Product Internet and Music
Manufacturing Publishing), nfd
Manufacturing, nfd
under pressure. The digital age is
projected to continue eroding printing
businesses and bigger printers are
becoming increasingly interested in
smaller customers, which is expected
to make it difficult for smaller operators
to compete over the next five years.
Enterprise and establishment numbers
are forecast to fall at a compound annual
1.4percent and 1.3 percent respectively
over the five years through 2019-20,
indicative of this consolidation trend.
Many graphic design firms are printing
less and supplying increasing numbers
of PDFs for clients to place on their
websites. With the advent of web
content management systems, many
graphic designers are reporting that
their clients are using electronic direct
marketing, which is decreasing the use
of printed marketing materials.3
One of the biggest opportunities for
graphic designers is working with
businesses to make the corporate
intuitive leap so that brand is not just
a logo but also a creative and design
expression of the business vision across
multiple channels.
3 The Business of Design, Greg Branson and Carol
Mackay, Design Business Council, 2013
Predicting change
May 2013 May 2014
Pulp, Paper Pulp, Paper and
and Converted Paperboard
Paper Product Manufacturing
Firms also provide printing services
for non-publication materials, such as
labels, signs, cartons, packaging and
promotional products. Over the past
five years, this segment has decreased
in size due to increased use of
electronic ticketing and
banking systems.
Due to the tough trading conditions,
there has been consolidation in some of
the industrys major printing segments
over the past five years.
Competition from imported printing
services remains low but has increased
over the past five years. More printing
and support services are projected to
move offshore as manufacturing activity
moves from advanced countries to low-
cost countries and more manufactured
products are imported. Some Australian
print companies are opening overseas
to be able to take advantage of pricing
to maintain market share.
There are printing opportunities opening
up in areas closest to Asian tourism,
particularly the Northern Territory.
Exports are also creating opportunities,
as there is design, print and packaging
in every small export.
Printing & Graphic Arts Industry | 7
IBSA Environment Scan 2015
WORKFORCE
CHARACTERISTICS AND
EMPLOYMENT TRENDS
In 2014-15, demand from the retail
trade is anticipated to grow alongside
an increased number of businesses,
which could provide opportunities for the
industry. However in the same timeframe,
demand from book, magazine and
directory publishers is expected to fall,
negatively affecting industry revenue.
Pressure on industry profit margins
from revenue drops, competitive factors
and high fixed costs are anticipated
to be partially offset by efficiency and
productivity gains over the next five years.
As a result, there is expected to be a
contraction in total employment in the
industry over this period.
The majority of employees are involved
in the Printing and Printing Support
Services and Newspaper, Periodical,
Book and Directory Publishing sectors.
According to the Australian Graphic
Design Association (AGDA), 80 percent
Figure 2: Percentage of total persons employed in Printing & Graphic Arts Industry by sector, May 2014
Converted Paper Product
Manufacturing
9%
Newspaper, Periodical,
Book and Directory
Publishing
32%
Source: ABS, 6291.0.55.003 Labour Force, Australia, Detailed, Quarterly, May 2014, SuperTABLE E06 Employed persons by Industry (ANZSIC group)
Each years May employment estimate is the average of the relevant ABS LFS data for the four quarters up to and including May.
8 | Chapter 2 Industry intelligence
of AGDA members are 3 to 5 people
businesses that see themselves in the
communication design industry.
When considering the industry by
occupation codes, graphic designers
form the largest single occupational
group, significantly outnumbering all
other occupations combined.
The Australian Government job outlook
website indicates that:
Printers have a high proportion of full-
time jobs (87.2%) and employment in
this medium sized occupation (16,900
in November 2013) rose moderately in
the past five years but fell in the long-
term (ten years).
Graphic pre-press trade workers
have a high proportion of full-time
jobs (89.2%) and employment in
this very small occupation (2,200 in
November 2013) fell markedly both
in the past five years and in the long-
term (ten years).
Binders, finishers and screen printers
Publishing (except Internet
and Music Publishing, nfd)
6%
Printing and Printing
Support Services
46%
have a below average proportion
of full-time jobs (68.9 percent)
and employment in this very small
occupation (5,700 in November
2013) rose strongly in the past five
years and remained relatively steady
in the long-term (ten years).
Printing assistants and table workers
have an average proportion of full-
time jobs (71.9%) and employment in
this very small occupation (4,600 in
November 2013) fell markedly both
in the past five years and in the
long-term (ten years).
Graphic and web designers,
and illustrators have an average
proportion of full-time jobs (74.7%)
and employment in this very large
occupation (56,600 in November
2013) rose strongly in the past five
years and in the long-term (ten years).4
Note: with very small occupations employment
estimates can fluctuate.
4 http://joboutlook.gov.au/occupation, S
eptember 2014.
Pulp, Paper and
Converted Paper Product
Manufacturing, nfd
4%
Pulp, Paper and
Paperboard Manufacturing
3%
 Predicting change

Table 2: Total persons employed in Printing & Graphic Arts Industry occupations (000s), May 2011-14

Printing & Graphic Arts May May May May

ANZSCO Occupation title (ABS)
occupation 2011 2012 2013 2014

2324 Graphic and web designers, Graphic and web designers, 53.9 49.4 50.1 50.5
and Illustrators and Illustrators

3923 Printers Printers 16.6 12.8 14.5 14.8

7113 Machine operators, paper Paper and wood processing 6.8 5.4 7.7 7.1
and wood processing machine operators

3921 Binders, finishers and screen Print finishers and Screen 4.8 4.4 3.7 5.1
printers printers

8995 Printing assistants and table Printing assistants and table 6.6 5.0 5.7 5.1
workers workers

3922 Graphic pre-press trades Graphic pre-press trades 4.0 2.8 3.4 1.9
workers workers

Source: ABS, 6291.0.55.003 Labour Force, Australia, Detailed, Quarterly, May 2014, SuperTABLE E08 Employed persons by Occupation (ANZSCO occupation)
Each years May employment estimate is the average of the relevant ABS LFS data for the 4 quarters up to and including May.

Figure 3: Total persons employed in Printing & Graphic Arts Industry occupations, May 2011-14

000 May 2011 May 2012 May 2013 May 2014

20.0

16.0

12.0

8.0

4.0

0.0

Printers Machine Operators, Binders, Finishers Printing Assistants Graphic Pre-press

Paper and Wood and Screen and Table Trades Workers
Processing Printers Workers

Source: ABS, 6291.0.55.003 Labour Force, Australia, Detailed, Quarterly, May 2014, SuperTABLE E08 Employed persons by Occupation (ANZSCO occupation)
Each years May employment estimate is the average of the relevant ABS LFS data for the 4 quarters up to and including May.

Pressure on industry profit margins from revenue drops, competitive factors and high fixed costs
are anticipated to be partially offset by efficiency and productivity gains over the next five years.

Printing & Graphic Arts Industry | 9

IBSA Environment Scan 2015

Table 3: Total persons employed in Printing & Graphic Arts Industry by sector (000s)
by state or territory, May 2014

Printing & Graphic Arts

ANZSIC NSW VIC QLD SA WA Tas NT ACT Total
Industry

Pulp, paper and

150 converted paper product 0.4 2.3 0.2 0.6 0 0.2 0 0 3.6
manufacturing, nfd

Pulp, paper and

151 paperboard 0.6 0.6 0.4 0.4 0.2 0.1 0 0 2.3
manufacturing

Converted paper
152 2.6 3.4 0.6 0.5 0.5 0 0 0 7.5
product manufacturing

Printing and printing

161 16.5 11.1 5.3 3.3 3.2 0.5 0.1 0.3 40.2
support services

Publishing (except
540 internet and music 3.1 1.5 0.7 0 0 0 0.1 0.1 5.3
publishing), nfd

Newspaper, periodical,
541 book and directory 11.7 8.4 3.4 1.5 2.4 0.7 0.1 0.2 28.4
publishing

State or territory % 39.7 31.1 12.1 7.2 7.2 1.7 0.3 0.7

Source: ABS, 6291.0.55.003 Labour Force, Australia, Detailed, Quarterly, May 2014, SuperTABLE E06 Employed persons by Industry (ANZSIC group)
Each years May employment estimate is the average of the relevant ABS LFS data for the 4 quarters up to and including May.

Industry enterprises are generally
located close to major downstream
customers, such as publishers,
retailers, businesses, manufacturers
and wholesalers hence a large
proportion of companies in the industry
are located in Victoria, New South
Wales and Queensland, as population
and economic activity tend to be
greater in these states.
Nearly two thirds of total businesses are
located in NSW (35.7%) and Victoria
(29.5%).5
On average, over 60 percent of the
workforce is male the only sector
with a greater proportion of females
is newspaper, periodical, book and
directory publishing with 57 percent.
In terms of occupations, printers,
machine operators, paper and wood
5 IBISWorld, Industry Report C1612: Printing Support
Services in Australia, April 2014.
processing, and binders, finishers and
screen printers are male dominated
occupations all with fewer than 20
percent female employees.
The age profile of printing workers in
the 2006 Census indicates 39 percent
are aged 45 years and over, with
16.1percent aged over 55 years. By
comparison, the age profile of graphic
designers has 16.6 percent of workers
aged 45 years and older and 5.3
percent above 55 years. No current
demographic data was available at
the time of writing, but these figures
reinforce some industry concerns
including that an ageing workforce is
an impending workforce development
challenge. Groups in this demographic
specifically identified by the IBSA
Printing & Graphic Arts Sector Advisory
Committee are owner operators, long
term trades workers, and non-trade
industry entrants.
ADDITIONAL SECTOR
SPECIFIC INFORMATION
Printing support services
Printing support services primarily consist
of companies that engage in pre-press
and post-press services. Pre-press services
include typesetting, colour separation and
platemaking. Post-press services comprise
laminating, embossing and bookbinding.
After printing and publication, post-press
services also include finishing, distribution
and document management. This industry
excludes companies that primarily
engage in desktop publishing.
The Printing Support Services sector
has faced a number of challenges and
performed poorly over the past five
years due to falls in demand from the
printing industry and other downstream
industries such as retail trade and
advertising services. Technological

10 | Chapter 2 Industry intelligence

 Predicting change

Table 4: Total persons employed in Printing & Graphic Arts Industry by sector by gender (000s), May 2014

ANZSIC Printing & Graphic Arts Industry Males Females Persons

150 Pulp, paper and converted paper product 2.9 0.8 3.6
manufacturing, nfd

151 Pulp, paper and paperboard manufacturing 1.6 0.8 2.3

152 Converted paper product manufacturing 5.1 2.4 7.5

161 Printing and printing support services 28.5 11.7 40.2

540 Publishing (except internet and music publishing), nfd 3.1 2.3 5.3

541 Newspaper, periodical, book and directory publishing 12.2 16.2 28.4

% by gender 61.0% 39.0%

Source: ABS, 6291.0.55.003 Labour Force, Australia, Detailed, Quarterly, May 2014, SuperTABLE E06 Employed persons by Industry (ANZSIC group)
Each years May employment estimate is the average of the relevant ABS LFS data for the 4 quarters up to and including May.

Table 5: Total persons employed in Printing & Graphic Arts occupations by gender, May 2014

Printing & Graphic Arts

ANZSCO Males Females Persons
occupation title (DoE)

3921 Binders, finishers and screen printers 4.2 0.9 5.1

3922 Graphic pre-press trades workers 1.2 0.7 1.9

7113 Machine operators, paper 6.4 0.7 7.1

and wood processing

3923 Printers 12.9 2.0 14.8

8995 Printing assistants and table workers 2.8 2.4 5.1

% by gender 80.4% 19.6%

Source: ABS, 6291.0.55.003 Labour Force, Australia, Detailed, Quarterly, May 2014, SuperTABLE E08 Employed persons by Occupation (ANZSCO occupation)
Each years May employment estimate is the average of the relevant ABS LFS data for the 4 quarters up to and including May

Table 6: Printing support services

Revenue: $244.8m Profit: $32.3m Wages: $75.3m

Annual revenue growth 2009-14: Annual revenue growth 2014-19:

Businesses: 563
-7.4% +0.2%

Source: IBISWorld, Industry Report: Printing Support Services in Australia, April 2014.

developments have eroded printing
markets and traditional services such
as platemaking. The sector has gone
through a period of consolidation
over the past five years enterprise
numbers declined at a faster rate than
establishments. Employment numbers
and total wages have also fallen,
as price pressures, limited spending
on advertising and competition from
digital formats have negatively affected
industry performance.
Over the five years through to 2018-19,
the sector is expected to recover slightly
after a period of poor performance.
Firms in the industry are responding to
a weak printing market and industry
competition by diversifying and offering

Printing & Graphic Arts Industry | 11

IBSA Environment Scan 2015
customers previously unconventional
services. The sectors service offerings
have widened and now include digital
publications and websites, creative and
design services, digital photography,
digital asset management, facilities
management and digital printing. These
trends are expected to continue over
the five years through to 2018-19, as
companies seek alternative revenue
sources to retain profitability in a
struggling market.
Paper bag, cardboard
and corrugated
paperboard containers
There are three main sectors closely
aligned with manufacturing activity
corrugated paperboard containers,
solid paperboard containers and
paper bags and sacks.
Table 7: Pulp, paper and paperboard manufacturing 2013-14
Revenue: $2.3b
Businesses: 187
Source: IBISWorld, Industry Report C1510: Pulp, Paper and Paperboard Manufacturing in Australia, June 2014.
Table 8: Paper bag and other paper product manufacturing 2013-14
Revenue: $749.0m
Businesses: 184
Source: IBISWorld, Industry Report: Paper Bag and other Paper Product Manufacturing in Australia, May 2014.
Table 9: Corrugated paperboard container manufacturing 2013-14
Revenue: $3.0b
Businesses: 68
Source: IBISWorld, Industry Report: Corrugated paperboard Container Manufacturing in Australia, November 2013.
12 | Chapter 2 Industry intelligence
Pulp, paper and paperboard
manufacturing
This sector consists of businesses that
mainly manufacture wood pulp, paper
or paperboard from a variety of inputs
including woodchips, clay, lime, dyes,
chemical resins and recycled paper.
Major products include newsprint,
packaging and industrial papers,
printing and writing papers and pulp.
Three major companies account for
83.6 percent of the market share.
The shift to digital has driven down
demand for paper and paper products.
The performance of the Pulp, Paper
and Paperboard Manufacturing sector
has deteriorated over the past decade,
largely due to a decline in downstream
printing and publishing industries. This
has contributed to domestic demand
for products falling at an estimated
6.5percent annualised over the past five
years. Similarly, consumer awareness
of conservation and the shift to the
Profit: $42.2m
Annual revenue growth 2009-14:
-3.8%
Profit: $49.4m
Annual revenue growth 2009-14:
-3.6%
Profit: $161.6m
Annual revenue growth 2009-14:
-0.2%
paperless office have curbed sales of
traditional A4 printing stock and local
manufacturers have looked to shore up
their market share by promoting recycled
and low-chemical papers.
Downstream demand from packaging
and industrial paper industries is
expected to grow, providing demand
for solid paperboard manufacturing.
Paper bag and other paper
product manufacturing
Operators in this sector process purchased
paper into a variety of paper bags and
sacks, paper packing goods, adhesive
labels and other paper products. A large
proportion of paper sacks are used in
packaging dry and powdered food such
as sugar, flour, milk powder and pet food.
Three major companies account for 48.9
percent of the market share.
Fierce competition from imports
and rising input costs have driven
down revenue in the Paper Bag and
Exports: $920.7m
Annual revenue growth 2014-19:
-1.5%
Exports: $39.6m
Annual revenue growth 2014-19:
-0.8%
Exports: $3.4m
Annual revenue growth 2014-19:
+0.8%

Other Paper Product Manufacturing
sector over the past five years. Local
manufacturers will need to innovate to
survive, either through increased quality
or by moving into niche markets such as
environmentally focused products.
While improved construction activity and
population growth will support demand
for paper bags and sacks for cement
and food products, high competition
and rising imports are expected to force
prices lower, with revenue and profit both
forecast to decline over the next five years.
As demand for paper bags and sacks
has struggled, the sector has relied on
the growth of adhesive labels to buoy
revenue. This product segment has grown
due to the increasing demand from food
manufacturers, which require adhesive
labels for food labelling, especially as
labelling requirements become stricter.
The success of adhesive labels and
the emergence of niche products
has supported a modest increase in
enterprises and establishments over the
past five years, although employment
fell over the same period. This suggests
that many of these establishments are
smaller and that automation of processes
is becoming more widespread throughout
the sector, improving efficiency.
Environmentally conscious customers
have formed a niche market opportunity
in the sector. Some smaller companies
have moved to provide bags and sacks
made from 100 percent recycled paper.
The sector is expected to struggle
over the next five years, with domestic
demand forecast to weaken further.
Corrugated paperboard container
manufacturing
This sector covers operators that use
paper and paperboard to manufacture
Table 10: Newspaper printing and publishing 2012-13
Revenue: $4.3b
Businesses: 409
Source: IBISWorld, Industry Report: Newspaper Publishing in Australia, February 2014.
corrugated paperboard containers.
Operators in this sector purchase
paper and paperboard from mills
and use it to manufacture corrugated
paperboard containers. Products
include plain cardboard boxes and
specialised packaging for various
industrial and consumer goods.
Finished cardboard containers are
mainly sold to other manufacturing
industries in Australia, as well as to
wholesalers, distributors and retailers.
The Corrugated Paperboard Container
Manufacturing sector is in decline. The
industrys fate is largely bound to that
of the Australian manufacturing sector
as a whole.
The sector is effectively a duopoly, with
significant market power wielded by
the two dominant players; Amcor and
Visy having 95 percent market share.
Amcor and Visy both have multiple
plants and manufacturing locations and
a workforce numbering in the thousands.
They are both vertically integrated,
with operations in recycling and other
container manufacturing industries.
Employment is also expected to
decline. This trend is partially
attributable to the two major players
looking for productivity improvements
in their manufacturing processes.
Efficiency in production through
the computerisation of systems and
introduction of new technology has
reduced the labour contribution to
the sector.
Despite the fact that packaging plays
a significant role in the everyday
lives of consumers, industry revenue
is falling. Declining revenue has been
the result of falling prices, stagnant
demand from major user industries and
the increasing popularity of offshore
Profit: $897.3m
Annual revenue growth 2009-14:
-8.4%
Predicting change
relocation. Sales to manufacturers
have also been hurt by growth in
the share of imported products by
various downstream industries. As
these products are imported with
their original packaging, demand
for corrugated containers in
Australia is suffering. Many domestic
manufacturers have chosen to
outsource some of their production
processes overseas to cut costs, and
this has further restricted industry
demand. Overall, sector revenue is
forecast to decline by an annualised
0.2 percent over the five years through
to 2013-14, to reach $3.0 billion.
Newspaper publishing
Companies are included in this sector
if their main source of income is the
sale of print newspapers and the
advertising space within them. This
excludes newspapers that only publish
online, but includes online revenue
and operations for publishers that
print physical newspapers including
metropolitan daily, national daily,
regional, and suburban newspapers.
The sector has a high concentration
level, with the largest four players
News Corporation, Fairfax, Seven
West Media and APN News &
Media accounting for an estimated
87.0 percent of industry revenue
in 2013-14.
Lower circulation has driven down
print sales revenue, despite cover
price increases. This has had the
compounding effect of diminishing
advertising revenue as newspapers
reach fewer consumers. Although
newspaper publishers are competing
online, advertising revenue is far
lower as there is less available
advertising space on their websites.
Wages: $1.2b
Annual revenue growth 2014-19:
+0.2%
Printing & Graphic Arts Industry | 13
IBSA Environment Scan 2015
With the structural decline of the
sector continuing unabated over the
past five years, revenue is estimated
to have declined by 8.4 percent
annualised over the five years
through to 2013-14, and to be
worth $4.3 billion in 2013.
Global competition is increasing
popular UK-based newspapers
are entering the Australian market
and competing over the local
news that Australian newspaper
publishers specialise in. While
most operators have started gaining
digital subscriptions, increased
competition from foreign news
sources entering Australia and
providing free online only content
will drive revenue away from the
newspaper publishing sector.
Employment numbers have plummeted
in line with the industrys fall. The
number of establishments within the
sector has declined at a slower rate
than revenue. Larger printing plants
have been the first establishment
closures announced most notably,
Fairfax announced in June 2012 that
they would release 1,900 workers over
the following three years and close
down printing facilities in Chullora,
NSW, and Tullamarine in Victoria,
by June 2014. Along with the loss
of manufacturing workers engaged
in the printing process, demand for
highly paid content producers, such
as journalists and editorial staff, has
softened. This decline is expected to
continue over the next five years, but at
a slower pace.
PricewaterhouseCoopers Australia
(2013) forecasts a continuing substantial
decline of total revenue in the Australian
newspaper market in the years 2013-17
with an estimated negative compound
annual growth rate of -7.1 percent.
Table 11: Magazine and directory publishing 2013-14
Revenue: $2.9b
Businesses: 1,129
Source: IBISWorld, Industry Report: Magazine and Directory Publishing in Australia, August 2014.
14 | Chapter 2 Industry intelligence
Digital is expected to be the only
growing sector of revenue and by 2017
is forecast to be 29 percent of the much
shrunken total revenue accruing to
newspapers, which by then is forecast
to be a little more than two thirds of its
size in 2012.6
The decline in print circulation has
quickened and newspapers have
scrambled to restructure their operations
to try to contain the impact. Their efforts
so far have been concentrated in two
broad areas: restructuring printing
operations to realign production costs
with lower revenues and seeking
to convert their online readership
popularity to earnings.
Magazine publishing
The Magazine and Directory
Publishing sector has undergone a
complete technological revolution
over the past five years. Growth in
online platforms and the everyday
connectivity of smartphones and
tablets has changed the way
consumers read magazine content and
search directory listings. Telephone
directories have undergone a
significant decline as consumers have
increasingly used search engines and
online directories to find information.
Magazine publishing has been
affected less substantially, but has
been forced to compete on a global
basis with online-only publications
many periodical, magazine and
directory markets have reached
saturation levels.
Enterprises and establishments have
both decreased over the past five
years, as smaller publishers have
found it difficult to remain profitable in
6 PwC Outlook: Australian Entertainment and Media
2013-2017
Profit: $227.0m
Annual revenue growth 2010-15:
-1.4%
a highly concentrated sector rapidly
shifting to online platforms. Wages
and employment are estimated to
fall at compound annual rates of 1.2
percent and 3.5percent respectively
over the five years through to the end
of 2014-15, due to falling demand.7
Although magazine and directory
publishers generally have an online
presence, the industry faces strong
competition from online-only operators.
Magazine and directory publishers
also gain less advertising revenue from
online content compared with printed
publications.
However, overall readership has
declined slightly despite growth in
some niche mastheads. The drop
in womens magazine readership is
particularly important, as younger
readers have increasingly migrated to
online platforms to read gossip news.
The increasing use of the internet and
rising popularity and accessibility of
smartphones and tablets over the past
five years has resulted in Australian
magazine publishers facing global
competition in the online space.
Given magazine and directory
publishers generate almost two-
thirds of their revenue through
advertisements, this decline in
advertising revenue has severely
affected industry performance over
the past five years.
Although magazine publishing revenue
has fallen, the major contributor to
the sectors revenue decline over the
past five years has been the huge fall
in revenue from telephone directories,
particularly the Yellow Pages. Online
directories and search engines have
7 IBISWorld, Industry Report J5412: Magazine and
Directory Publishing in Australia, August 2014.
Wages: $600.5m
Annual revenue growth 2015-20:
-1.0%

proven to be more effective and
cost-efficient, which has decimated
advertising revenue from the Yellow
Pages despite its own online presence.
Enterprise and establishment numbers
are projected to fall over the next
five years as printing facilities close
in the wake of online migration.
Consolidation is expected to
occur as the major players aim to
improve their economies of scale
and increase revenue and market
share concentration. Firms currently
publishing printed magazines are
expected to either completely cease
operations or move to online-only
publications following overseas trends.
Magazine publishers are expected to
fully integrate their print and digital
publications over the next five years,
as technology takes an increasing hold
on consumers. Promising technology
developed in the United States such
as Netpage has also made its way
to Australia over the past five years.
Netpage enables printed magazines to
become an interactive experience, with
consumers scanning the page via the
Netpage application, which then saves
a high-resolution image of the entire
article on their smartphone or tablet. This
allows consumers to curate the content
they want from printed magazines,
while also providing links to printed
advertisements online and giving readers
the ability to share content on social
media platforms. Online developments
like this will increase exposure for
media buyers and advertisers seeking to
promote products and services.
Establishments are projected to
continue to decrease in number. This
is primarily the result of declining
circulation, with printing facilities
being closed down to consolidate print
activities, centralise functions such as
Table 12: Book publishing 2012-13
Revenue: $2.0b
Businesses: 260
Source: Source: IBISWorld, Industry Report: Book Publishing in Australia, January 2013
sub-editing and refocus the industry to
providing online content.
The sectors decline is projected to
slow over the next five years, as digital
content becomes more interactive
and provides innovative advertising
opportunities. With consumers
continuing to migrate to digital
products, new tablet and smartphone
applications such as Netpage are
expected to play a strong role in
retaining industry revenue streams.
Book publishing
According to IBISWorld this sector
consists of companies primarily engaged
in publishing (creating and disseminating)
books, including textbooks, travel guides,
atlases and eBooks.
Book publishers essentially compete
on two fronts: to gain publishing rights
from authors and to promote books
to retailers. Book publishers face
further competition from imports and
alternative forms of entertainment.
The Book Publishing sectors
contribution to the overall economy
has declined over the past five years,
while significant technological change
in the form of the internet and hardware
such as tablets and e-readers have
contributed to the industrys slight
downturn. Industry value added
(IVA), which measures an industrys
contribution to the overall economy, is
forecast to fall by a compound annual
0.4 percent over the 10 years through
to 2018-19.
While e-readers and tablets have
enabled greater reading volumes, eBook
prices are generally lower than print
prices and are susceptible to internet
piracy. The advent of large multinational
corporations such as Amazon and
Apple into the global book market
Profit: $235.7m
Annual revenue growth 2008-13:
-4.5%
Predicting change
has fundamentally affected the way
the supply chain operates, especially
in English-language territories such as
Australia. Growth in internet use and
comfort with purchasing online has
pushed consumers away from Australian
retailers to foreign online retailers such
as Amazon and The Book Depository,
where parallel import restrictions are
circumvented as foreign-published titles
can be purchased.
The number of establishments has
declined over the past five years,
reflecting the overall sector decline. There
is a reduced need for printing, limiting
the number of facilities required to reach
optimal production. Consolidation is
occurring within the industry to achieve
economies of scale and challenge the
supply chain power of global online
retailers such as Amazon. This is evident
in the merger of Pearson-owned Penguin
and Bertelsmann-owned Random House
to form Penguin Random House.
While the sector evolved to rapidly
changing conditions over the past five
years, the next five years are expected to
deliver steady market conditions. Online
retailers will grow further, with Australian
stores such as Booktopia, Fishpond and
Bookworld helping the industry achieve
stronger sales volumes. Book publishers
will also continue to find steady revenue
streams in education books, which are still
essential for students. Growth in eBooks is
projected to create more self-publication,
with smaller operators working around
larger players that are expected to
consolidate to increase their negotiating
power against Amazon. With steady
market conditions, industry revenue
is expected to decline 0.4percent
annualised over the five years through
2018-19 to be worth $2.06 billion.8
8 IBISWorld Industry Risk rating report J5413 Book
Publishing in Australia, September 2014
Employment: 4,675
Annual revenue growth 2013-18:
-2.2%
Printing & Graphic Arts Industry | 15
IBSA Environment Scan 2015
Graphic design
According to AGDA,
Graphic design is an interdisciplinary,
problem-solving activity which
combines visual sensitivity with skill and
knowledge in areas of communications,
technology and business. Graphic
design practitioners specialise in the
structuring and organising of visual
information to aid communication
and orientation. The graphic design
process is a problem solving process,
one that requires substantial creativity,
innovation and technical expertise. An
understanding of a clients product or
service and goals, their competitors
and target audience is translated
into a visual solution created from
the manipulation, combination and
utilisation of shape, colour, imagery,
typography and space.9
There is now a major range of digital
subcategories that graphic designers
are involved with:
applications
games
writing for design creative
writing skills
web and multimedia
experiential design with online
events with interior design and
spaces for customers, and
design thinking for omni channels
involving the board table, business
strategy and communication strategy
as an integrated whole.10
In 2013 the Creative Industries
Innovation Centre (CIIC) forensic report
on the Australian Graphic Design sector
found seven pressure points for graphic
design businesses in Australia:
rising competition
lack of strategic management
financial mismanagement
branding and strategic marketing
9 http://www.agda.com.au/about/what-is-
graphic-design/
10 Some of this employment is not captured in the
occupation classification of graphic designer and is
counted under employment in ICT
16 | Chapter 2 Industry intelligence
scale versus niche
human resources, and
technology pressures.11
The report indicates many graphic
design business owners identify as
creative rather than business leaders
and lack core financial and strategic
expertise. Poor internal communications,
poorly managed staff with a lack of
career progression and a lack of skill
development are common challenges.
There are technology pressures
with constant equipment upgrades
presenting training issues.
The sector is critically linked to the
advertising and marketing budgets
of corporate and government
agencies. Other key external drivers
include consumer confidence and
disposable income.
In the leading graphic design business
we are the bridge between strategic,
creative and production including
digital, social and omni channel with
imagery, sound, motion, cartoon and
even smell...
Nic Eldridge, Australian Graphic Design Association
(AGDA)
INDUSTRY AND
WORKFORCE OUTLOOK
Industry outlook
In the print industry businesses now
have an understanding of how they fit
in the present and a clearer picture of
the future.
Peter Mansfield Printing Industries Association of
Australia (SA)
Graphic design is outdated, many see
themselves as communication designers
and the younger consider themselves as
creative entrepreneurs ....
Nic Eldridge AGDA
Consultation with the industry indicated
the key and continuing trends are:
rapid technology change
digital communication, work and
11 Creative Industries Innovation Centre (CIIC)
Forensic Report on the Australian Graphic Design
Industry, 2013
delivery including mobile platforms
graphic design growth
employment rationalisation
at a reducing rate
move from manufacturing to
service, and
print businesses offering full service
including graphic design.
Workforce and
employment outlook
As printing has become increasingly
digitised, some areas of the production
process have become obsolete. Printers
can now create a document in one
location, transfer it online, and then
print it at another location. These
developments have reduced storage
and transport costs, and resulted
in faster delivery times. Printing
companies are also moving into other
ancillary services, including data asset
management, inventory management
and design services.
The increasing use of computers is
speeding up processes and reducing
staff numbers. There appears to be
an oversupply of graduates entering
the graphic or web design fields. The
increase in graduate numbers has also
led to an increase in the total number
of businesses that are sole traders or
freelancers. Often these businesses
have a technology focus exploiting
new technology to produce web and
e-commerce sites.
While graphic designers are opening
up new markets via web based
activities and growth forecasts are
buoyant, the industry is expected to
consolidate and external competition
is likely to grow. The highly competitive
nature of the industry will continue to
pressure small-scale participants to
close operations or merge with medium-
size entities to maintain profitability.
Projected
employment trends
The Australian Governments job
outlook website is a careers and labour
market research information site that
uses ABS Labour Force Survey data,

Department of Employment trend data
to November 2013 and Department
of Employment projections to 2018.
Note that employment estimates for
small occupations can fluctuate. Data
are updated on a yearly basis and
compiled from national statistics,
which may not reflect either regional
variations or more recent changes in
employment conditions.
Printers
Over the five years to November 2018,
the number of job openings for printers
is expected to be low 5,000 or less.
Employment for printers to November
2018 is expected to decline.
Graphic Pre-press Trades Workers
Over the five years to November 2018,
the number of job openings for graphic
pre-press trade workers is expected
to be low (5,000 or less). Employment
for graphic pre-press trade workers to
November 2018 is expected to decline.
Binders, Finishers and Screen Printers
Over the five years to November 2018,
the number of job openings for binders,
finishers and screen printers is expected
to be low (5,000 or less). Employment for
binders, finishers and screen printers to
November 2018 is expected to decline.
Printing Assistants and
Table Workers
Over the five years to November 2018,
the number of job openings for printing
assistants and table workers is expected
to be low (5,000 or less). Employment to
November 2018 is expected to decline.
Graphic and Web Designers,
and Illustrators
Over the five years to November 2018,
the number of job openings for graphic
and web designers, and illustrators
is expected to be above average
(between 25,001 and 50,000).
Employment for graphic and web
designers, and illustrators to November
2018 is expected to grow very strongly.
OCCUPATIONS
IN DEMAND
A list of Occupations in Demand is
provided in Appendix B. The list is
Predicting change
collated from industry intelligence
presented in this Escan on the industry,
employment trends and the workforce.
This list contributes to workforce
development and planning strategies
highlighted in Chapter 3 and also
presents a clear relationship to IBSAs
training packages.
The following occupations and job
roles have been reported as in
demand in the Printing & Graphic Arts
Industry at IBSAs Escan 2014 industry
consultations and validation:
The identified occupations in demand
most frequently listed (top three) are
Digital printer and press operator
inkjet, continuous, web feed, wide
format; Binder and finisher; and Digital
file and data operator.
Other occupations in demand
identified were mail house operator;
manager digital files and data;
manager production, including
digital; manager business
development, sales and marketing;
and printing table worker and
printers assistant.
Printing & Graphic Arts Industry | 17
CHAP TER 3

Identified
workforce
development
needs

Printing & Graphic Arts Industry | 19

IBSA Environment Scan 2015
CH AP TER 3
Identified workforce
development needs
SECTOR ADVISORY
COMMITTEE
PRELIMINARY ISSUES
After early discussion with IBSAs
industry specialists in their Sector
Advisory Committee meetings, five high
level issues were identified as having
substantial effect on the operation
of Australian industry. These were
new and emerging markets; global
connections; business collaborations;
new technology; and changes to work.
Global competition - driving
business improvement and
productivity gains
The degree of foreign ownership and
globalisation is increasing rapidly. As
the forces of globalisation intensify,
the Australian Printing and Graphic
Arts industry can no longer rely on
the protections previously afforded
to it by geographical and territorial
boundaries. The industry must evolve
to adapt to this transformed market,
developing new business models to
remain competitive, meet the needs
of consumers and capitalise on the
opportunities offered by the global
marketplace. The way forward for the
industry is to be consumer focused
20 | Chapter 3 Identified workforce development needs
this emphasis is a necessary shift There is a significant technology platform
in the industrys outlook. transition occurring within the print
sector, as digital printing is growing its
While change has become a way
of life for those involved in print and
presence in line with publishers opting
for shorter and more frequent print runs.
graphic communications, the pace of
These technologies are also seeing the
technological advances and speed of
traditional recognised and separate
market transition has been so great that
pillars of print design, prepress, print,
skill development will be necessary to
and bind being merged into an
support industry adaptation and growth.
ideal skill set where an operator has
knowledge across all four. This cross-
Technological advances have encouraged
exposure is critical to the success of
clients to push for faster turnarounds and
digital print production moving forward.
delivery times. Larger firms with more
staff and production facilities are better
prepared to meet shorter deadlines. Technology driving shift
Demand for global brand consistency
means many small firms with only a in strategy
local (or even national) reach lose out to New printing plants are powered by
companies with international operations. direct drive motors that are independently
controlled and synchronised by
The CIIC Forensic Report on the
computers. New presses also employ
Australian Graphic Design Industry
advanced cold-set technology making
indicates many graphic design business
the use of dryers to set colour inks
owners identify as creative rather
unnecessary. Computerised production
than business leaders. Poor internal
systems use advanced input and photo-
communications, poorly managed staff
setting devices that speed up production
with a lack of career progression and a
and substantially reduce labour
lack of skill development are common
requirements although many printers have
challenges. There are also technology
had to upgrade their skills and, trade
pressures with constant equipment
qualifications superseded by
upgrades presenting training issues.12
advancing equipment.
The number of mobile
12 Creative Industries Innovation Centre (CIIC) Forensic telecommunications devices in
Report on the Australian Graphic Design Industry, 2013

operation is rising strongly, helped
along by the uptake of smartphones
and tablets capable of web browsing.
This movement is having a marked
influence on the specialised design
services industry, disrupting traditional
skill sets needed to operate within the
industry, and requiring existing players
to shift their strategies to focus more
on web-based media, rather than
traditional print and packaging design.
Printing support services that require high
levels of technological knowledge and skill
demand trained and educated employees.
Higher operating speeds are now possible
and there is less scope for error.
Traditional platemaking techniques
have also shifted to computer-to-plate
printing, which eliminates a number of
steps in the production process. Product
finishing has also improved due to
automated and computerised guillotines,
collators, folders, binders and laminating
equipment. A number of technological
developments have therefore adversely
affected pre-press operators. Pre-press
technicians require associate degrees
in graphic design and other service
segments demand high levels of
employee training. Highly skilled labour is
therefore crucial in a number of product
and service segments.
Outside the book manufacturing streams,
printers are now being exposed to
increasingly complex logistical and
delivery fulfilment services, as publishers
reduce the complex supply chains
and have printers produce and deliver
products direct. This will no doubt be a
growing part of the printers role in the
supply chain and requires new skills.
As with the increasing automation of
business-to-business transaction models,
printers need to develop and adapt
as transactions continue to increase
in frequency and reduce in size. IT
development will have a critical role.
Shift to full service solutions
Graphic design is now multimedia
and graphic design businesses need
to assemble a team including writers,
programmers, strategists and film
makers. Employees are required to
produce content, design websites and
develop online marketing strategies.
The personalisation of print
communication for organisations with
customer databases now includes file
generation, printing, envelope printing
and mailing, in one service.
Many commercial printers are moving
up the supply chain and transforming
their businesses from manufacturing
focused to service focused. For
example, some printing companies
have moved into document process
outsourcing. Other printers have
diversified from traditional print
products into cross-media products such
as multimedia layout and design.
Response times are particularly
important for time sensitive printing jobs.
Scheduling, project management skills,
location and the type of machines and
systems used, affect these response times.
For graphic design firms, working at
the strategic end of integrated brand
design and delivery with businesses is
the most lucrative, but this requires a
range of expertise.
Industry products and services are
differentiated based on price, quality
and timeliness of delivery. The ability
to offer design and production skills,
high quality products and services and
digital asset management capabilities
are important in attracting and retaining
business. Printing projects are often
time critical and therefore the ability to
complete jobs on time is crucial. This
trend has led to the implementation of
strong project management systems.
For sustainable growth, graphic design
sized agencies with plans for growth
studios need to address weaknesses in
practical business skills such as strategic
and financial management to offer full
service solutions.
A shift to full service solutions has
implications for both career progression
and skills development as a high level
of technical skill needs to sit alongside
manufacturing, production and supply
skills. In addition, astute sales, marketing
and business skills need to overlay this
broad and constantly changing base.
Targeting premium
and niche markets
Introduction of new technology
Predicting change
including user friendly software and
cheaper hardware is allowing for new
opportunities to expand revenue in
specialist and niche markets.
Access to employees skilled in
journalism, editing and advertising
is important to produce high quality
magazines and periodicals. High-
quality magazines with quality
specialised content and design attract
readers and advertisers and boost
average selling prices. Magazine
publishers are therefore willing to outlay
greater wages on high-quality writers,
editorial staff and graphic designers.
It will be important to have a strong
understanding of the market being
addressed to position publications
that promote increased readership,
circulation and advertising revenue.
Industry associations
proactively helping
businesses transform
The Business of Design is the response of
the Design Business Council, aiming to
improve professionalism in the industry.13
It focuses on management practices.
AGDA has collaborated with Creative
Partnerships Australia and the Creative
Industries Innovation Centre (CIIC) to
launch a federally funded business
strategy and mentoring program. The
Generate Design program will support
graphic designers seeking to improve
or change their current business model,
or those in startups or small to medium
and innovation.
Creative Partnerships Australia CEO
Fiona Menzies said whilst research
shows a positive outlook for Australias
graphic design industry, which adds
to our nations creative capital and
generates $4.3 billion in revenue a
year, research also shows a number of
pressure points which are impacting
the industrys growth potential,
including international competition,
commodification and underdeveloped
business skills.
13 The Business of Design, Greg Branson and Carol
Mackay, Design Business Council, 2013
Printing & Graphic Arts Industry | 21
IBSA Environment Scan 2015
Printing Industries has also created
a number of initiatives to assist with
upskilling the printing workforce and
broadening the capabilities of printing
businesses, including internal tag
and test, webinars on barcoding and
Creative Cloud. The largest initiative
is Future Print.
Printing Industries General Manager,
Member Services, Peter Mansfield
indicated that the Future Print National
Workforce Development Fund (NWDF)
Business Transformation project has
been designed to help individual
businesses, and the wider industry,
identify where they will fit into the
market of the future, to manage the
necessary change and reform, support
innovation and underpin productivity
improvements, and ensure delivery of
the skilled workers necessary to enable
them to successfully transition to meet
the market of the future.14
The project will include leadership
briefings, industry benchmarking,
business diagnostics, individual business
reviews, facilitated workshops, one-on-
one business mentoring and subsidised
training. The Future Print NWDF project
has a target of 500 training places
and, importantly, is not traditional
apprenticeship or trade-based training
this will be far more broadly based,
covering key areas such as sales,
marketing, accounting and IT.
In 2014 the PIAA partnered with a
Registered Training Organisation (RTO)
to launch a self-compliance test and
tag training program.15 Electrical test
and tagging is a workplace health and
safety responsibility to ensure portable
electrical appliances are regularly
checked and tested and safe for use
to Australian Standard AS/NZS 3760
and 3012.
14 http://www.printnet.com.au/news-articles/7-august-
2014-future-print-set-to-help-businesses-transform.html/
section/23
15 http://www.printnet.com.au/news-articles/26-august-
2014---tag-and-test-service-launced.html/section/1642
For sustainable growth, graphic design studios need to address weaknesses in practical
business skills such as strategic and financial management to offer full service solutions.
22 | Chapter 3 Identified workforce development needs
With some basic training, internal staff
can carry out testing and tagging in the
workplace to the required Standard.
Not only does this save costs through
self managed compliance, it can
also be advantageous to productivity
by allowing the work to be done in
specific areas of a printing company
at a time most suitable to production
requirements.
The industry has also created the Value
of Paper and Print (VoPP) campaign
to promote the efficacy of, and
engagement with, paper and print as a
relevant, effective and modern media
channel a significant report on the
campaign was released in 2014.16
Impacts on
training packages
A number of key influencers across the
industry are having an impact on the
industry needs of the ICP Printing and
Graphic Arts Training Package:
Practices in printing, ICT, graphics
and between other creatives
are being integrated, driving
collaboration across sectors and sub
sectors of the industry.
It is now more common for skills
to operate horizontally across
businesses and sectors rather
than vertically.
The workforce is increasingly divided
with some individuals having very
specific roles and functions, but others
having to operate right across the
business functions especially in small
print communications businesses.
Printing now includes marketing,
delivery systems and visual systems,
as people are not reading.
Technology changes are continuing
at pace across the industry. This
progress is difficult to keep pace
16 Value of Paper and Print Industry Report 2014, VoPP
with, especially for small print
businesses. Software advances
require purchase of new programs
and internal skilling to maximise
products to clients.
Graphic design graduates with
production knowledge, and
understanding of the rules of
printing, are needed to work
across multiple platforms.
The bottom end of the graphic
design business is being destroyed
by the commoditisation of design
through autofill sites. With the
bottom end of the market gone it
is hard to employ graduates, as
the burden of the first six months of
(workplace) training is even greater.
Nic Eldridge, AGDA
Many 19 to 20 year olds now have
basic graphic design computer
software experience and therefore,
along with an understanding of
Adobe Indesign, Photoshop and
Illustrator, some graphic design
capacity. This experience needs to
deepen to equate to real industry
skills through formalised learning.
The market for graduate
employment affects the Gen Y
labour force. Loss of the lower end
of the design market to autofill
processes is making it difficult to
employ graduates to gain industry
entry experience. As creative
entrepreneurs Gen Ys will work
across any media and takeup
opportunistic offers, with career
patterns that might include graphic
design, making a short film, tshirt
design and becoming a retail
business owner/operator, all in
a few years.
Print communications skilling needs
to reflect the industry move to full
service solutions.
CHAP TER 4

Current
impact of
training
packages
IBSA Environment Scan 2015
CH AP TER 4
Current impact
of training packages
RESTRUCTURING
TRAINING PACKAGES
IBSA has reviewed and restructured the
ICP Training Package to meet the new
Standards for Training Packages.
The new design presents information
more simply, clearly and logically. The
workplace performance standards
and assessment requirements for
units of competency are in separate
documents as is guidance information
for implementing training packages in
companion volumes.
UPDATE ON TRAINING
PACKAGES
Printing and Graphic Arts
Training Package (ICP)
The ICP Printing and Graphic Arts
Training Package covers all aspects
of the Printing & Graphic Arts
Industry from design through to the
production of products in material
or electronic form.
The new version saw the introduction of
the Certificate IV in ePublishing as well
as the ICP packages first Skill Set in
Digital Fundamentals.
26 | Chapter 4 Current impact of training packages
After extensive consultation the ICP
Printing and Graphic Arts Training
Package has been consolidated to
reduce the number of qualifications,
especially in the Certificate II and
Diploma areas, while keeping all of the
required skills areas. The package now
contains 390 units of competency 288
ICP specific and 102 imported units of
competency - and 15 qualifications.
2015 will see IBSA working closely
with many of the larger vendors in the
Printing & Graphic Arts Industry to map
the extensive existing training, which
aligns with specific equipment and
technology, to nationally recognised
qualifications and units of competency.
IBSA intends to increase the
engagement of industry with VET
by creating clear connections between
the training package and vendor
training for as many of the major
vendors as possible.
IBSA will house this mapping in a
special portal on its website; the
mapping will provide guidance as to
how a training program, or training
prior to vendor assessment, can be
integrated into nationally recognised
training provided by RTOs for units of
competency in ICP.
ICP then caters closely for new and
emerging printing technologies and
can be used by the industry to address
current and future skills needs.
UPTAKE OF TRAINING
PACKAGES
The following data are reported from the
annual NCVER VET Provider Collection
and the quarterly Apprentice and Trainee
Collection; these data report publicly
funded training and fee for service VET
provided by public institutions. They will
assist consideration of trends in the uptake
and use of publicly funded VET in IBSAs
training packages.
The tables and figures should be read
with an understanding that significant
amounts of training also occurs
outside the publicly funded VET system
including fee for service training in
national qualifications provided by
private training providers; inhouse
training in national qualifications
delivered by enterprise RTOs; and non-
accredited training conducted inhouse
or by external providers.
Attempts to directly correlate these
tables of commencement and
completion should be avoided because
an enrolment is recorded for each
year the course is active multiple
 Predicting change

Table 13: Qualifications with a significant increase in enrolments from 2010-2013

2010 2011 2012 2013

CONVERTING, BINDING AND FINISHING

ICP30712, ICP30710, ICP30705, ICP31499 Certificate III in

374 363 495 829
Printing and Graphic Arts (Print Finishing)

PRINTING

ICP30512, ICP30510, ICP30505, ICP31399 Certificate III in

785 901 927 1,069
Printing and Graphic Arts (Printing)

enrolments are recorded when a course
is undertaken over more than one year,
and completions are not uniformly
reported, ie some jurisdictions only
report completions when they award
a certificate (rather than a Statement
of Attainment) and this is only done
when requested and paid for by the
completing student.
These factors may result in an over-
reporting of enrolments and under-
reporting of completions.
Enrolment trends
Overall enrolments numbers have
remained just over 3,000 for the last
four years. Based on 2013 enrolments
numbers, the two most utilised
qualifications from the training
package are:
Certificate III in Printing and
Graphic Arts (Printing) with
1,069 enrolments, and
Certificate III in Printing and
Graphic Arts (Print Finishing)
with 829 enrolments.
These same qualifications have also
experienced the most growth in
enrolments between 2010 and 2013.
There are fifteen qualifications that
had fewer than 20 enrolments in
2013. The current rationalisation of
qualifications undertaken by IBSA
will address this issue.
The following qualifications had a
significant drop in enrolments between
2012 and 2013:
Certificate II in Printing and Graphic
Arts (Desktop Publishing)
Diploma of Printing and Graphic Arts
(Digital Production)
Certificate II in Printing and Graphic
Arts (General)
Certificate IV in Printing and Graphic
Arts (Graphic Pre-press)
Certificate II in Printing and Graphic
Arts (Print Production Support), and
Certificate III in Printing and Graphic
Arts (Screen Printing).

Printing & Graphic Arts Industry | 27

CHAP TER 5

Future
directions
IBSA Environment Scan 2015

CH AP TER 5

Future directions
During the IBSA Escan consultations,
and from research, areas of identified
growth in Print & Graphic Arts include:
design and print opportunities in
food packaging
point of sale
exhibition design and display in
wide format and digital
provide guidance for future training
package work.
IBSAs consultations with stakeholders
focussed on five challenges for
workforce development. They are
summarised below with growth
opportunities and linked to critical skills
needed in the Printing & Graphic Arts
Industry in the short and medium term.
business improvement and productivity
and the full service model are three of
the key critical issues driving skills. The
training package changes discussed
in Chapter 4 are responding to these
issues. These changes include:
simplification and restructuring of the
training package to meet industry
expectations

apps a growth area for graphic
design
virtual advertising environments
short run personalised printing, and
printed electronics.
These areas of growth combined
with existing business challenges
Several industry stakeholders made
the comment that they now need
employees with vocational technical
skills combined with the creative
thinking skills that come from a higher
education course. While this may be
a generalisation, it is identifying the
broader and deeper expertise now
required across the industry.
The impact of technology, the drive for
the addition of ePublishing a
particularly high-growth segment
for the industry
the Skill Set in Digital Fundamentals,
and
consolidation of the qualifications.
The following table summarises the
workforce development challenges in
this industry.

Table 14: Workforce development challenges

Impacts: Critical future skills:

New and All businesses as technology Enterprise leadership

emerging creates opportunity in mobile
Entrepreneurship and relationship management
markets applications, mass personalised
print, rapid print to demand IT mobile technologies
and using emerging technology IT advanced print equipment
(3D printing, product and
Business marketing
engineering processes, big
data, ePublishing, apps and
integrated IT and printing
technology)

30 | Chapter 5 Future directions

 Predicting change

Impacts: Critical future skills:

Global All businesses as an Management skills (productivity and business improvement)

connections opportunity (markets and
services) and a threat
(competition driving
business improvement and
productivity)
Management skills (financial and strategic expertise)
International (especially Asia) business and services marketing
and opportunity identification
Project management, especially high-cost international projects

Technology All businesses as IT mobile and multimedia applications

technology advancements
continue to reshape the
industry through multichannel
communications
IT advanced print equipment
IT integrating print and data software
Integrating interactive social media, advertising and magazine
content platforms
Vendor equipment training
Linking technologies to hard print and service realities
ePublishing

Business All SMEs as more business Relationship management and networking

collaborations to business collaborations Negotiating and contract skills
occur to tackle any work
opportunities in print and Project management (including overseas production)
graphic design

Changes All SMEs as the full service Strategic management

to work model broadens in both print
and graphic design
All content creators need full
integration of digital skills
Printing skills through multiple channels
Combined technical, and operational skills at a production level
Combined technical, creative and strategic skills at a
management level
Professional team management and communication
Multiskilling expectations at all levels
Digital integration IT recruits needing industry contextualisation,
content management and protocols understanding
Multimedia communications

Participants at the PIAA Print Summit
held in 2014 identified sales,
presentation and marketing as critical
in addition to those skills listed above.
The PIAA Summit looked at recruitment
strategies to attract young people to the
industry with a strong focus on a broad
apprenticeship that embraces technology
and promotes an optimistic future.
PRIORITIES FOR IBSA
TRAINING PACKAGES
IBSA, through its industry collaboration
and development process, identified the
following training package program for
2015-16 to respond to the critical skills
issues identified:
Consider inclusion of Business
Services Training Package units
that enable print businesses
to maximise skills in project
management, entrepreneurial and
business development and strategic
management functions
Explore configuration of units
within the ICP Printing and Graphic
Arts Training Package to enable
unit clustering to support skills
development in niche areas, eg
graphic file management for multiple
destinations ie web, apps and paper,
and for new technologies, eg 3D
printing, and
Consider strategic responses with
industry in defined areas. For
example in those sectors dominated
by two or three major employers,
IBSA should work directly with
these companies to identify specific
workforce requirements and how
they can be incorporated into
nationally recognised training.

Printing & Graphic Arts Industry | 31

Appendices
IBSA Environment Scan 2015
APPEN D IX A
Methodology
and bibliography
METHODOLOGY AND STAKEHOLDER INPUT
Statistical information for this report was
gathered through a desktop research
process from a range of sources as
indicated in the bibliography.
Further input into this Escan was
gathered from industry stakeholders via
a series of consultation forums held in
2014. Forums were held in Adelaide,
Brisbane, Canberra, Melbourne,
Perth, Sydney, Hobart and Darwin,
and a webinar gathered views from
regional stakeholders.
Survey tools were used at each
forum to gather information from
participants, including advice on
occupations in demand.
This Escan was validated by IBSAs
Sector Advisory Committee in October
2014.
The following organisations have made
valuable contributions to this Escan:
3-AAA Training & Consulting Pty Ltd
Academy IT
ACAE
Access Training Centre
Acropolis Now Pty Ltd
Adelaide College of Technical
Education
34 | Appendix A Methodology and bibliography
Adult Education and Vocational Training
Institute (AEVTI)
Animal Industries Resource Centre
Arts Centre Melbourne
Arts Communications Finance Industries
and Property
Services ITAB NSW
Arts NT
Association of Accounting Technicians
Association of Superannuation Funds of
Australia (ASFA)
AUCTUS Business Training and
Consulting
Ausdance NSW
AuSQ
Australian Adelaide International
College Pty Ltd
Australian Broadcasting Corporation
Australian Business Academy
Australian Community Logistics
Australian Computer Society (ACS)
Australian Council for Educational
Research (ACER)
Australian Council for Private Education
and Training (ACPET)
Australian Directors Guild
Australian Entertainment Industry
Association
Australian Financial Markets
Association
Australian Human Resources Institute
(AHRI)
Australian Industry Group (AiG)
Australian Industry Trade College
Australian Information Industry
Association (AIIA)
Australian Institute of Management
Australian Institute of Technology
Transfer
Australian Library and Information
Association
Australian Manufacturing Workers
Union (AMWU) Print
Australian Maritime Safety Authority
Australian Medical Association (WA)
Australian Pacific College
Australian Professional Skills Institute
(APSI)
Australian Services Union
Australian Skills Quality Authority
Australian Vocational Education &
Training Academy (AVETA)
Australis Institute of Technology and
Education (AITE)
B Trained
Baking Industry Training Australia
Baptist Care

Barrington Training Services
Betterlink Group
Blended Learning International
BMC
Bookkeeping Institute of Australia Pty
Ltd
Booth College, The Salvation Army
Box Hill Institute
BRACE Education and Training
Bridge Business College
Browns Mart Arts Ltd
BSA Limited & BSA Advanced Learning
Bunyip & Associates Pty Ltd
Business Foundations Inc.
Business Planning Pty Ltd representing
Australian Marketing Institute
Business SA
Business Skills Viability
Business Solutions and Consulting
Business Transformation Solutions
C Y OConnor Institute
Canberra Institute of Technology (CIT)
Captain Cook College
Career Lounge
Cemons Skills Centre
Centacare
Central Coast Community College
Central Institute of Technology
Centre for Adult Education
CEO Tasmania
Challenger Institute of Technology
Chamber of Commerce NT
Charles Darwin University
CHARTTES Cultural, Recreation &
Tourism Training Advisory
Council, NT
Chemene Sinson, Consultant
Chisholm Institute
Cisco Networking Academy ANZ and
Pacific Islands
CITT
City of Unley
College of Design and Social Context
College of Lifelong Learning Pty Ltd
Combined Team Services
Commercial Manager TIS
Communicare Academy
Community College Gippsland
Concept Training Australia
Corridors Training Inc.
Corrugated Iron Youth Arts
Predicting change
COT Software and Solutions Australia (GDAA)
Crown Institute of Business and Global Business Training
Technology Gold Coast Institute of TAFE
CSH&E Training Council, WA Goodstart
CTQ Great Southern Institute of Technology
Cultural Infusion (WA) (GSIT)
Culturally Make a Difference Greencross Vets
Curtin University Group Training Australia (SA)
CWU Australia Guildhouse
Darwin Entertainment Centre Hargraves Institute
Darwin Festival Health Consumers Action Group WA
DDLS Inc.
Department of Culture and the Arts, WA Heritage Bank
Department of Education and Early Holmesglen Institute
Childhood Development Human Services Training Advisory
(DEECD), SA Council, NT
Department of Industry (DOI) Hunter TAFE
Diane Appleby Jewellery Illawarra ITeC
Dixi Joy Bankier, Producer Independent Schools Victoria
DOME Association Industrial Foundation for Accident
Durban International College Pty Ltd Prevention (IFAP)
Edutainer Insources
Entropy Enterprises Institute for Civic Leadership
Enzumo Institute of Certified Bookkeepers
Evocca College Institute of Project Management
Evolution Institute of Public Accountants
Evolve Training Solutions Insurance Australia Group
Excel Training Irene Coleiro, Consultant
Executive Assistant Network Jasmine Education group Pty Ltd
Federation University Jenard Training
Finance Sector Union John Dwyer, Consultant
Finance Sector Union (FSU) Judy MacGraw Consulting
Financial Administrative and Kaplan Professional
Professional Services Training Council Kate Hanson Training and Assessment
WA Kingston International College
Financial Planning Association Australia Kondinin Group Industry Training
Financial Services Academy Koolat Safety
Financial Services Institute of Kormilda College
Australasia (FINSIA) Lane Print Group
Financial, Administrative and Leap training
Professional Services Training Council
Learning Options
Incorporated
Lifetimes & Milestones
Fire & Rescue NSW
Lightmare Studios
Flex Training Services
Live Performance Australia
Fourth Force Pty Ltd
Loans Cafe
Fuji Xerox Australia Pty Limited
Locher and Associates
FuturePrint
Mancino Catering Services
Futures Now, WA
Marine Rescue NSW
Futurum Australia
Master Electricians Australia
FYI Training
Mastermind Group
Game Developers Association of
Matlin Professional Development
Printing & Graphic Arts Industry | 35
IBSA Environment Scan 2015
Media Makeup
Media, Entertainment & Arts Alliance
Melissa Mahoney Legal College
Mentor Education
Merage Global Institute of Technology
Metropolitan Fire Brigade
Milcom Communication
Montague Consulting
Murray College of Health Education
Music Council of Australia
Musicians Union of Australia
National Association for the Visual Arts
National Corporate Training Pty Ltd
National Training and Solutions
Provider Pty Ltd
National Training Organisation, NSW
Natwide Personnel
Neale Price, Contract Trainer, Assessor
Ness Cotton Designs
New Horizons
News Limited
Newskills Limited
North Coast TAFE
Northern Centre for Contemporary Art
Northern Melbourne Institute of TAFE
(NMIT)
Northern Sydney Institute TAFE
Northwest Pty Ltd
NT Writers Centre
Oceania Polytechnic Institute of
Education
Office of Training and Skills
Commission
Open Channel Co-Operative Ltd.
Open Colleges
Optimi Digital
Outpost Consulting
Ozford College of Business
Pathways Training & Placements Pty Ltd
Personal Injury Education Foundation
Pilbara Institute
Pinnacle Learning Institute of Australia
Polytechnic West
Precision Group (Australia) Pty Ltd
Print NZ
Printing Industries Association of
Australia
Productivity Partners Pty Ltd
Progressive Training (WA) Pty Ltd
PTA
Queensland Performing Arts Centre
36 | Appendix A Methodology and bibliography
Queensland Police Service TAFE Western
Radio Adelaide Tas TAFE
Ramsden Telecommunications Training Technorama
Ratio Telstra
River Murray Training The Australian and New Zealand
RMIT University Institute of Insurance and Finance
(ANZIIF)
Royal Life Saving Society SA
The Smith Family
Rubric Training Solutions
Thiess, Services Division
Safety Institute of Australia
Think: Education Group
Salmat
Tim Dein @ Associates
Sanity Productions
TKM Institute
SAS Group
Total Business Services & Training
Screen West
Training and Skills Commission, SA
Self-Managed Superannuation Funds
Association Training Connections
Serco Global Services Australia Training Th@t Works
Service Industries Training Advisory Trainme4work
Council, NT Trainsmart Australia
Service Skills Australia Transport for NSW
Service Skills SA Unique International College
SKILLED Group Training Services University Preparation College
Skills Strategies International Vanguard Visions
Skills Tasmania VET Development Centre
Society of Motion Picture and Television VET Network Australia
Engineers Vet Prep Australia Pty Ltd
Sorco Vocational Services Victoria University
South Western Sydney Institute of TAFE Victorian Curriculum & Assessment
Southern Cross Education Institute Authority (VCAA)
(SCEI) Victorian WorkCover Authority
Spec Training Virtu Design Institute
Spectrum Organisations Viva College
Spirelight Brand Media Management Vocation
SSMI Group (Consultant) Vocational Resources Australia
St George Institute of Studies WA Department of Training and
St Peters Institute Workforce Development (WADTWD)
Star Training & Assessing Walkley Foundation for Journalism
State Theatre Centre of Western West Coast Institute
Australia Western Australian Academy of
Sterling Business College Performing Arts (WAAPA)
StoryProjects.com.au Western Australian Institute of
Strathfield College Translators and Interpreters, Inc.
(WAITI)
Super Retail Group
Windsor Institute of Commerce
Swinburne University
Wisdom Learning Pty Ltd
Sydney Business College
Wise Education Group
Sydney Community College (ACE)
Women in Film and Television
Sydney School of Business Technology
(SSBT) Workforce Blue Print
TAFE Illawarra YWCA of Canberra
TAFE NSW
TAFE QLD
TAFE SA

BIBLIOGRAPHY
ABS, 6291.0.55.003 Labour Force,
Australia, Detailed, Quarterly, May
2014, SuperTABLE E06
ABS, 6291.0.55.003 Labour Force,
Australia, Detailed, Quarterly, May
2014, SuperTABLE E08
Australian Graphic Design Association,
http://www.agda.com.au/about/
what-is-graphic-design/
Book Industry Collaborative Council,
Final Report, 2013
Creative Industries Innovation Centre
(CIIC), Forensic Report of the
Australian Graphic Design Industry,
2013 www.creativeinnovation.net.au
Creative Partnerships Australia,
Investment in Australian graphic
design industry set to stimulate growth
and innovation, February 2014 www.
creativepartnershipsaustralia.org.au
Franco Papandrea, State of the
Newspaper Industry in Australia
2013, News and Media Research
Centre, University of Canberra
Future Print, http://futureprint.org.au/
about-future-print.html
IBISWorld Industry Report C1521b:
Corrugated Paperboard Container
Manufacturing in Australia,
November 2013
IBISWorld Industry Report J5412:
Magazine and Directory Publishing in
Australia, August 2014
IBISWorld Industry Report J5411:
Newspaper Publishing in Australia,
February 2014
IBISWorld Industry Report X0004:
Online Shopping in Australia, May
2014
IBISWorld Industry Report C1528:
Paper Bag and Other Paper Product
Manufacturing in Australia, May
2014
IBISWorld Industry Report I5101: Postal
Services in Australia, March 2014
IBISWorld Industry Report C1612:
Printing Support Services in Australia,
April 2014
IBISWorld Industry Report C1611:
Printing in Australia, February 2014
IBISWorld Industry Report C1510:
Pulp, Paper and Paperboard
Manufacturing in Australia, June
2014
IBISWorld Industry Risk Rating Report
J5413: Book Publishing in Australia,
September 2014
IBISWorld, Market Research Report
ANZSIC M6924: Specialised Design
Services in Australia, September
2014
In-Business, http://in-business.com.au/
news/story/2014-8-12/18857, August
2014
Job outlook http://joboutlook.
gov.au/occupation.
aspx?search=alpha&code=3923,
September 2014
Job outlook, http://joboutlook.
gov.au/occupation.
aspx?search=alpha&code=3922,
September 2014
Job outlook, http://joboutlook.
gov.au/occupation.
aspx?search=alpha&code=3921,
September 2014
Job outlook, http://joboutlook.
gov.au/occupation.
aspx?search=alpha&code=8995,
September 2014
Job outlook http://joboutlook.
gov.au/occupation.
aspx?search=alpha&code=2324,
September 2014
PIAA website, www.printnet.com.au/
an-exciting-industry.html, September
Predicting change
2014
PIAA website, http://www.printnet.
com.au/news-articles/7-august-2014-
future-print-set-to-help-businesses-
transform.html/section/23, August
2014
PIAA website, http://www.printnet.com.
au/news-articles/26-august-2014--
-tag-and-test-service-launced.html/
section/23, August 2014
PIAA website, http://www.printnet.com.
au/news-articles/31-july-2014-august-
webinars-on-barcoding-and-creative-
cloud.html/section/23, July 2014
Print21, http://print21.com.au/allan-
ryan-to-lead-11-million-printing-
business-transformation/75439,
August 2014
ProPrint, http://www.proprint.com.au/
FeatureCategory/55,opinion.aspx,
August 2014
PwC Outlook: Australian Entertainment
and Media 2013 2017
The Business of Design, Greg Branson
and Carol Mackay, Design Business
Council, 2013
The Conversation, http://
theconversation.com/can-3d-
printing-rebuild-manufacturing-in-
australia-16670, October 2013
Value of Paper and Print, Industry
Report 2014, VoPP, http:/www.
valueofpaperandprint.com.au
Printing & Graphic Arts Industry | 37
IBSA Environment Scan 2015

APPEN D IX B

Printing & Graphic Arts

Occupations in demand
This alphabetical list reflects demand
in the Printing & Graphic Arts
Industry for occupations and job
roles reported at IBSAs Escan 2015
industry consultations and validations.
Underpinning industry intelligence and the occupations in demand are also
research were also incorporated into provided. The occupations and job
establishing this list. roles in bold are the newly or re-
reported occupations in demand.
Qualifications that correspond to

ANZSCO Occupation/Job role Training package qualification

392111 Binder and Finisher ICP20610 Certificate II in Printing & Graphic Arts (Converting, Binding
and Finishing)

ICP30712 Certificate III in Printing & Graphic Arts (Print Finishing)

131112 Business development BSB41307 Certificate IV in Marketing

and Sales and
BSB51207 Diploma of Marketing
marketing manager
ICP40610 Certificate IV in Printing & Graphic Arts
(Management/Sales)

ICP50410 Diploma of Printing & Graphic Arts (Management

and Sales)

392211 Digital file and data ICP20310 Certificate II in Printing & Graphic Arts (Digital Printing)
operator
561311 ICP30412 Certificate III in Printing & Graphic Arts (Digital Printing)

ICP40210 Certificate IV in Printing & Graphic Arts (Multimedia)

38 | Appendix B Printing & Graphic Arts Occupations in demand

 Predicting change

ANZSCO Occupation/Job role Training package qualification

392311 Digital printer and ICP30412 Certificate III in Printing & Graphic Arts (Digital Print)
Digital press operator
392211 ICP30512 Certificate III in Printing & Graphic Arts (Printing)
(inkjet: continuous;
web fed; cut sheet, ICP40110 Certificate IV in Printing & Graphic Arts (Graphic Pre-press)
wide format)
ICP40310 Certificate IV in Printing & Graphic Arts (Printing)

ICP50210 Diploma of Printing & Graphic Arts (Multimedia)

392111 Mail house operator ICP21010 Certificate II in Printing & Graphic Arts (Mail House)

ICP31012 Certificate III in Printing & Graphic Arts (Mail House)

ICP40110 Certificate IV in Printing & Graphic Arts (Mail House)

899511 Printing table worker ICP20410 Certificate II in Printing & Graphic Arts
and Printers assistant (Print Production Support)
899512

133512 Production manager ICP40710 Certificate IV in Printing & Graphic Arts

(Process Leadership)
(offset and digital)
ICP50510 Diploma of Printing & Graphic Arts (Process Improvement)

224214 Digital file and ICP50110 Diploma of Printing & Graphic Arts (Digital Production)
data manager
ICP50210 Diploma of Printing & Graphic Arts (Multimedia)

Printing & Graphic Arts Industry | 39

IBSA Environment Scan 2015
APPEN D IX C
Printing & Graphic Arts
NCVER data
The following data are reported from
the National Centre for Vocational
Education and Research (NCVER)
VOCSTATS data warehouse, which
includes data from the national annual
VET Provider Collection and the
quarterly national Apprentice
and Trainee Collection.
ABOUT NCVER DATA
These collections bring together data
on publicly funded training and fee
for service VET provided by public
institutions.
The tables and figures should be read
understanding that significant amounts
of training in national qualifications also
occurs outside the publicly funded VET
system including:
fee for service training in national
qualifications provided by private
training providers
inhouse training in national
qualifications delivered by
enterprise RTOs, and
other nationally recognised or
non-accredited training conducted
inhouse or by external providers.
Consistent with NCVER reporting, the
tables and figures also exclude delivery
undertaken at overseas campuses
40 | Appendix C Printing & Graphic Arts NCVER data
of Australian VET institutions, credit
transfer and VET delivered in schools,
where the delivery has been undertaken
by schools.
Completions data in this report
include all reported completions
regardless of whether the qualification
was reported to NCVER as Issued
or Not Issued. While the vast majority
of reported qualification completions
are reported as Issued, significant
numbers of students complete a
qualification but do not request that
their qualification certificate be
issued. Students may have to pay
a fee to have the certificate issued.
It is likely that reporting of
qualifications issued is more
comprehensive than that for
qualifications that are not issued.
While earlier IBSA-NCVER data
(Appendix C) referred to qualifications
issued, that data related to all reported
qualification completions, as did
Escan 2014 and as does this years
Escan. Hence the following data are
comparable with that included in
previous Escans but the description
has been updated to refer to
qualifications completed.
Completions data are subject to
upward revision as providers report
to NCVER.
Attempts to directly correlate or
compare tables of commencements or
enrolments and completions should be
avoided because of the following:
An enrolment in a qualification
is recorded for each year the
students enrolment is active the
same qualification enrolment is
counted in every year the student is
undertaking the course. This over-
counts enrolments when compared
to completions as a completion
can occur only once for a students
enrolment in a qualification,
regardless of how long the student
takes to complete the qualification.
There are different expected time
spans between enrolment and
completion for different qualifications
and there are differences in the time
an individual student may take to
complete a particular qualification.
Many qualifications take more than
one year to complete. There is
no clear link between an
enrolment figure for one time period
and a completion figure
for another period.
Completions are not uniformly
reported. Some training
organisations and jurisdictions
mainly report completions when a
certificate, rather than a Statement of
 Predicting change

Attainment, is awarded. Completions Qualifications with reported to the national collection as

may thus be underreported or there
may be delays in reporting to reflect
delays in issuing certificates.
Note: consistent with previous versions of this NCVER
Data Report, IBSA qualifications for which enrolments
have never been reported to the national VET Provider
Collection by any training provider are not included
in this Appendix.
zero enrolments
Its important to note that significant
amounts of training occur outside
the publicly funded VET system. The
zero qualifications listed below were
current at the end of 2013 and were
having either publicly funded or fee-for-
service activity by at least one training
organisation or in one jurisdiction, but
did not have any enrolments in publicly
funded training and fee-for-service VET
provided by public institutions in 2013.

ENROLMENTS

ICP10 - Printing and Graphic Arts - ENROLMENTS 2010 2011 2012 2013

CARTONS & CORRUGATING

ICP30912, ICP30910, ICP30905 Certificate III in Printing & Graphic Arts

5 8 5 3
(Cartons and Corrugating)

CONVERTING BINDING & FINISHING

ICP20610, ICP20605 Certificate II in Printing & Graphic Arts (Converting,

38 48 31 32
Binding and Finishing)

ICP30712, ICP30710, ICP30705, ICP31499 Certificate III in Printing &

374 363 495 829
Graphic Arts (Print Finishing)

DESIGN

ICP30112, ICP30110, ICP30105 Certificate III in Printing & Graphic Arts

278 299 254 230
(Graphic Design Production)

DESKTOP PUBLISHING

ICP20210, ICP20205, ICP20199 Certificate II in Printing & Graphic Arts

417 301 302 268
(Desktop Publishing)

DIGITAL

ICP20310, ICP20305 Certificate II in Printing & Graphic Arts (Digital Printing) 13 16 22 25

ICP30412, ICP30410, ICP30405 Certificate III in Printing & Graphic Arts

41 15 7 6
(Digital Printing)

ICP50110, ICP50105 Diploma of Printing & Graphic Arts (Digital Production) 229 135 55 34

GENERAL

ICP20110, ICP20105, ICP26199 Certificate II in Printing & Graphic Arts

170 76 60 15
(General)

Printing & Graphic Arts Industry | 41

IBSA Environment Scan 2015

ICP10 - Printing and Graphic Arts - ENROLMENTS 2010 2011 2012 2013

INK MANUFACTURE

ICP31112, ICP31110, ICP31105 Certificate III in Printing & Graphic Arts

3 3 0 0
(Ink Manufacture)

MAIL HOUSE

ICP31012, ICP31010, ICP31005 Certificate III in Printing & Graphic Arts

2 2 4 6
(Mail House)

MANAGEMENT / SALES

ICP50410, ICP50405 Diploma of Printing & Graphic Arts (Management/

12 24 2 0
Sales)

MULTIMEDIA

ICP30312, ICP30310, ICP30305 Certificate III in Printing & Graphic Arts

22 1 0 0
(Multimedia)

ICP40210, ICP40205 Certificate IV in Printing & Graphic Arts (Multimedia) 349 297 310 281

ICP50210, ICP50205 Diploma of Printing & Graphic Arts (Multimedia) 69 52 63 42

PRE PRESS

ICP30212, ICP30210, ICP30205, ICP30399 Certificate III in Printing &

271 289 283 293
Graphic Arts (Graphic Pre-press)

ICP40110, ICP40105, ICP40399 Certificate IV in Printing & Graphic Arts

31 66 25 5
(Graphic Pre-press)

PRINT PRODUCTION

ICP20410, ICP20405, ICP21299 Certificate II in Printing & Graphic Arts

30 7 1 1
(Print Production Support)

PRINTING

ICP30512, ICP30510, ICP30505, ICP31399 Certificate III in Printing &

785 901 927 1,069
Graphic Arts (Printing)

ICP40310, ICP40305 Certificate IV in Printing & Graphic Arts (Printing) 6 0 0 1

ICP40410, ICP40405 Certificate IV in Printing & Graphic Arts (Print Finishing) 0 0 0 1

42 | Appendix C Printing & Graphic Arts NCVER data

 Predicting change

ICP10 - Printing and Graphic Arts - ENROLMENTS 2010 2011 2012 2013

PROCESS

ICP40710, ICP40805 Certificate IV in Printing & Graphic Arts

6 2 20 14
(Process Leadership)

PROCESS IMPROVEMENT

ICP50510, ICP50505 Diploma of Printing & Graphic Arts (Process Improvement) 3 0 0 0

SACKS & BAGS

ICP20710, ICP20705 Certificate II in Printing & Graphic Arts (Sacks and Bags) 4 2 0 1

ICP30812, ICP30810, ICP30805 Certificate III in Printing & Graphic Arts

4 5 6 2
(Sacks and Bags)

SCREEN PRINTING

ICP20510, ICP20505, ICP22199 Certificate II in Printing & Graphic Arts

86 74 93 93
(Screen Printing)

ICP30612, ICP30610, ICP30605, ICP32199 Certificate III in Printing

114 110 85 57
& Graphic Arts (Screen Printing)

COMPLETIONS

ICP10 - Printing and Graphic Arts - QUALIFICATIONS ISSUED 2010 2011 2012 2013

CARTONS & CORRUGATING

ICP30912, ICP30910, ICP30905 Certificate III in Printing & Graphic Arts 2 3 1 3

(Cartons and Corrugating)

CONVERTING BINDING & FINISHING

ICP20610, ICP20605 Certificate II in Printing & Graphic Arts (Converting, 0 12 2 11

Binding and Finishing)

ICP30712, ICP30710, ICP30705, ICP31499 Certificate III in Printing & 63 142 90 95

Graphic Arts (Print Finishing)

DESIGN

ICP30112, ICP30110, ICP30105 Certificate III in Printing & Graphic Arts 88 94 96 59

(Graphic Design Production)

Printing & Graphic Arts Industry | 43

IBSA Environment Scan 2015

ICP10 - Printing and Graphic Arts - QUALIFICATIONS ISSUED 2010 2011 2012 2013

DESKTOP PUBLISHING

ICP20210, ICP20205, ICP20199 Certificate II in Printing & Graphic Arts 112 89 64 33

(Desktop Publishing)

DIGITALsw

ICP20310, ICP20305 Certificate II in Printing & Graphic Arts (Digital Printing) 1 8 4 11

ICP30412, ICP30410, ICP30405 Certificate III in Printing & Graphic Arts (Digital Printing) 23 8 4 1

ICP50110, ICP50105 Diploma of Printing & Graphic Arts (Digital Production) 54 58 21 8

GENERAL

ICP20110, ICP20105, ICP26199 Certificate II in Printing & Graphic Arts (General) 5 3 14 11

ICP36199 Certificate III in Printing & Graphic Arts (General) 1 0 0 0

INK MANUFACTURE

ICP31112, ICP31110, ICP31105 Certificate III in Printing & Graphic Arts (Ink Manufacture) 0 3 0 0

MAIL HOUSE

ICP31012, ICP31010, ICP31005 Certificate III in Printing & Graphic Arts (Mail House) 0 0 0 1

MANAGEMENT / SALES

ICP50410, ICP50405 Diploma of Printing & Graphic Arts (Management/Sales) 4 0 1 0

MULTIMEDIA

ICP30312, ICP30310, ICP30305 Certificate III in Printing & Graphic Arts (Multimedia) 4 1 0 0

ICP40210, ICP40205 Certificate IV in Printing & Graphic Arts (Multimedia) 53 42 59 37

ICP50210, ICP50205 Diploma of Printing & Graphic Arts (Multimedia) 36 26 26 6

PRE PRESS

ICP30212, ICP30210, ICP30205, ICP30399 Certificate III in Printing & 82 66 105 52

Graphic Arts (Graphic Pre-press)

ICP40110, ICP40105, ICP40399 Certificate IV in Printing & Graphic Arts 43 17 14 10

(Graphic Pre-press)

44 | Appendix C Printing & Graphic Arts NCVER data

 Predicting change

ICP10 - Printing and Graphic Arts - QUALIFICATIONS ISSUED 2010 2011 2012 2013

PRINT PRODUCTION

ICP20410, ICP20405, ICP21299 Certificate II in Printing & Graphic Arts 8 5 1 0

(Print Production Support)

PRINTING

ICP30512, ICP30510, ICP30505, ICP31399 Certificate III in Printing & 267 210 259 167
Graphic Arts (Printing)

ICP40310, ICP40305 Certificate IV in Printing & Graphic Arts (Printing) 1 0 0 0

ICP40410, ICP40405 Certificate IV in Printing & Graphic Arts (Print Finishing) 0 0 0 1

PROCESS

ICP40710, ICP40805 Certificate IV in Printing & Graphic Arts (Process 5 0 0 0

Leadership)

PROCESS IMPROVEMENT

ICP50510, ICP50505 Diploma of Printing & Graphic Arts (Process Improvement) 1 0 0 0

SACKS & BAGS

ICP20710, ICP20705 Certificate II in Printing & Graphic Arts (Sacks and Bags) 0 4 0 1

ICP30812, ICP30810, ICP30805 Certificate III in Printing & Graphic Arts 1 4 8 2

(Sacks and Bags)

SCREEN PRINTING

ICP20510, ICP20505, ICP22199 Certificate II in Printing & Graphic Arts 3 4 0 8

(Screen Printing)

ICP30612, ICP30610, ICP30605, ICP32199 Certificate III in Printing & 31 16 28 12

Graphic Arts (Screen Printing)

MISCELLANEOUS

ICP21199 Certificate II in Printing & Graphic Arts (Small Offset) 1 0 0 0

ICP50399 Diploma of Printing & Graphic Arts (Graphic Pre-press) 1 0 0 0

ICP56299 Diploma of Printing & Graphic Arts (Management/Sales) 2 0 0 0

Printing & Graphic Arts Industry | 45

Printing & Graphic Arts Industry | 47
Acknowledgements
The 2015 Environment Scan has been produced with the
assistance of funding provided by the Australian Government
through the Department of Education and Training.

IBSA has produced this Environment Scan as a resource for its stakeholders
without any formofassurance. While IBSA aims to provide high quality content,
it does not guarantee theaccuracyofthisinformation and therefore will not be
liable in any capacity for damages orlossestotheuserthatmay result from the
use of this information.