Speaking from Experience: Lindsey Charles

Can you tell us a bit about your career so far?

My career has largely been in educational publishing with over twenty years’ experience as a publisher or publishing manager in a number of companies, notably Heinemann (now part of Pearson). I started publishing digital products in the mid 1990s, mostly tools for teachers on floppy disks. By 2000 technology in schools was developing rapidly both in sophistication and level of use and this opened up opportunities for publishing a wide range of software, both interactive and presentational, for use directly with students. In 2004 I published the first major educational course for schools to have most of its resources, many of them highly interactive, delivered on-line, and then moved on to developing online subscription-based interactive testing for schools. For the past four years I have run my own consultancy working with publishers to develop strategy and products across both print and digital media.

What do you particularly enjoy about your work?

First and foremost, I enjoy the race to find new ideas to stay ahead of the game. Part of this is the potential and challenge presented by different technologies, especially the challenge of how to choose and use product technology and delivery which offers customers real benefits at the right price. In the process I particularly like meeting and talking to the people I’m publishing for to try to find out in depth and detail what products would appeal to them. Increasingly I find that I’m also finding out how they are pushing forward the use of different technologies for teaching and learning, usually in ways I hadn’t imagined. I’m always learning!

How is the publishing industry different now from when you first started out?

How long have you got? I started out in the early eighties (‘Life on Mars’ times for those who weren’t there). No cell phones or internet and desk top computers were still rather esoteric beasts used only by enthusiasts. Books were still king and solely on paper, although there were add-on ‘audiovisual aids’ such as slides and audio tapes and one or two companies were experimenting with educational videos and software on floppy disk. Now, not only is there a greater range of publishing media, but that media is an integral part of everyday life which has fundamentally changed the nature of the market. In addition, book production technology has been revolutionised by computer design and setting and disk to plate printing. And there are many other changes. The publishing industry has shifted from having a large number of small independents to dominance by big multinational players with deep investment pockets, selling is shifting away from physical bookshops to online retailing, books are now on screens as well as paper...I could go on.

Can you give any advice to people who are trying to get into publishing at the moment, for example what skills do you think are required?

It depends on which part of publishing you’re hoping to get into. If it’s into production, whether print or digital, it is essential to acquire specialist skills in your chosen area through courses on offer either in higher and further education or from industry providers. If you are hoping to go into the market planning and commissioning end of the business you need sound commercial sense, an open mind and willingness to both question and listen. On a practical level a good working knowledge of applications such as Word and Excel and acquaintance with profit and loss calculations are always useful.

Any other tips you’d like to share with us?

Once you get into publishing, never ever lose sight of your customer or your competition. And never be so overwhelmed or entranced by the latest technology widgets that you don’t notice that your customers don’t want or can’t use them.

Did you have much opportunity for training during your career, and would you recommend any in particular?

Most of the training I had throughout my career was in-house, either via internal courses or on the job. But the most influential and valuable piece of training I ever had was as a junior publisher on the PTC’s one week Commissioning Editor course. This was an excellent hands-on introduction run by high level, experienced practitioners from the industry. It’s still going, now called Commissioning and List Management, and commissioning staff I sent on it in later years found it as inspirational as I did. In general, training from experienced practitioners in the field is the most valuable you can have.

Where do you see yourself and the industry in 5 years time?

My current work is by its nature full of variety, change and challenge so I am confident that will still be as stimulating and satisfying in 5 years’ time. Given the pace of change though I‘m not sure exactly what challenges the industry (and my work) will be facing at that point. One of the things which makes prediction particularly difficult is that changes in technology use is not in our control. Ten years ago people were often unsure about how to use new technology and more open to suggestion. Now users are more self confident, critical and leading the way. The only thing I’m sure about is that if organisations and companies aren’t fast and flexible in responding they may not be around in 5 years’ time.

Can you tell us a little about the Developing E-learning Products course and why it is unique.

The course aims to help editors, publishers and managers without specialist technology skills plan e-learning products appropriate for their market, their content and their own investment budgets. It starts by reviewing different types of e-learning products and how they are market appropriate in their approach, delivery mode and pricing structure. It moves on to planning and developing e-learning products, starting with business planning and moving through to sourcing, briefing and selecting suppliers, and the principles of the project management.

It is different to other courses in that it aims to equip non-technical managers with transferable planning and development skills which can be applied to products not only for existing technologies, but future ones as well. Above all it aims to take the fear out of digital publishing and leave the excitement!

Lindsey Charles is the tutor on Developing E-learning Products, a course that considers the range of e-learning ideas and products currently on the market and gives an overview of how to go about planning and publishing such a programme.