Print version Recommend this page Press release
29/ 2006
Bonn, 17.08.2006
New names, new content: Media traders
Few sectors are as strongly marked by the technological and economic changes of recent years as the media sector and media-related commercial occupations. For this reason, the (old) occupations publishing house clerk and advertising clerk were superseded by the new "training occupations" (which require completion of formal vocational training) media trader for digital and print media and trader in marketing communication with effect from 1 August. The new designations aptly describe the extensive changes made to update the training content for these occupations: "While updating the training profiles for media-related occupations," said Manfred Kremer, president of the Federal Institute for Vocational Education and Training ("BIBB"), "new technological content and an expanded product and service spectrum were integrated into the respective training regulations. As a result, these profiles will appeal to additional areas of the communications sector. I hope that this new offering will lead to the expansion of existing training capacity and the creation of new capacity."
- What is new about the occupation media trader for digital and print media?
Until now, training for the occupation publishing house clerk was geared to the areas newspapers, magazines and book publishing. This focus is outdated. Media traders for digital and print media know the entire range of media products. They develop an understanding of the interaction of the individual work processes, starting with product and programme planning and extending to design and production and ending with the sale and distribution of media products of all kinds. The occupational focus of people working in this field has shifted to marketing and sales which also constitutes the central focus of the new vocational training profile for this occupation. This makes customer-orientedness, proficiency in the use of the latest information and communications technologies and the teaching of communication skills absolutely indispensable. More than 2,000 young people underwent training as a publishing house clerk in 2004. Women accounted for 74 per cent of this figure.
- What is new about the occupation trader in marketing communication?
The many activities involved in sales promotion, participation in trade fairs and exhibitions, interactive marketing and event marketing, sponsoring and public relations work are all part of the work of a trader in marketing communication (formerly "advertising clerk"). These individuals develop communication concepts and manage or supervise projects and tenders on their own. In addition to technical, social and personal competence, proficiency in foreign languages is particularly important for this occupation.
Traders in marketing communication work for agencies, consultancies, service providers and in the marketing and communications departments of large companies, non-profit organizations and public institutions. Some 3,200 young people (women: 73 per cent) underwent training in this field in 2004.
Issue 4/2006 of the BIBB journal Berufsbildung in Wissenschaft und Praxis - BWP (Vocational Training in Research and Practice) offers further information in German on the subject of Occupations in 2006. This publication can be ordered for € 7.90 from:
This publication can be ordered from:
W. Bertelsmann Verlag GmbH & Co. KG
Postfach 10 06 33
33506 Bielefeld
Germany
| Tel.: +49 (0) 521 - 911 0111 | Fax: +49 (0) 521 - 911 0119 |
| http://www.wbv.de/ | service@wbv.de |
Dr. Ursula Werner, Tel.: +49 (0) 228 - 107 1722, Fax: +49 (0) 228 - 107 2967; E-mail: werneru@bibb.de
www.bibb.de/en/360.htm
Further information regarding the new occupational profiles in the media industry is available in German on the BIBB homepage at:
www.bibb.de/de/20748.htm
www.bibb.de/de/20745.htm
