How media and publishing companies can leverage e-learning technologies

• 4 min read

TabletThis short article investigates how companies, especially those working in the media and publishing field, can achieve a competitive advantage by investing in distance learning technologies to deliver content to their internal audience(s), and as a new revenue stream.

The e-learning industry today is based on three pillars:

  • Content
  • Distribution of content
  • E-Learning platforms

When we talk about content we refer to the production of material that will be leveraged to support projects or in-company training during the rollout of e-learning projects. Editors play a pivotal role in content creation and are interested in the entire education sector (corporate training and formal education).

In recent years, technologies have enabled new ways and methods of publishing, consider for example e-books or videos. Media and publishing companies are in fact early-adopters of new ways of content delivery.

The e-book market segment represents almost 30% of the global printing market and its growth rate is aggressive. These numbers are valid in mature markets such as North America.

The American Association of Publishing has estimated the e-book market growth rate for the period 2006-2011 at a CAGR of 107.5 %. However, to preserve significant profit margins new business models must be adopted to create and distribute content, and electronic formats are not the only solution.

What will characterize the digital publishing market in coming years is the aggregation of content.

Electronic libraries and content databases with easy access and low cost of ownership are what end-users expect. Editors and content producers need to have a common platform to create the right synergies and convergence between content and the digital environment to ultimately meet the end user’s expectations.

Pearson, the world publishing leader, has in recent years consolidated its market presence through a progressive conversion to digital business, reaching in 2011 33% of its sales revenues through the digital segment. This achievement was possible thanks to a number of targeted acquisitions focused on integrating technologies for training and education including LMS, content and analytics.

Publisher

Modern Learning Management Systems allow organizations to publish and deploy media-rich content.
This operation can have different objectives: delivering training programmes for internal staff, partners and customers to provide updates on the following: business strategy, product, services, marketing and brand messaging; or to sell online training packages for example soft skills, foreign languages; and also offer compliance courses to end users consumers or to enterprises.

In the first case scenario, companies want to make sure they have the tools required to support its people throughout their duration of employment within the company. To make this goal a reality organizations must decide if they address the following challenges:

  • Align learning with talent, and learning with performance
  • Consolidate disparate learning applications
  • Deliver enhanced user experience

What does it mean for a media & publishing company to adopt a LMS for internal purposes?

It is not just for passing tests or obtaining certificates but this is a long term investment that can bring multiple benefits such as an organizational social gathering space, a resource to “store” knowledge base content, and a place for self-development.
A reliable, scalable and flexible Cloud LMS system can help organizations with communication, data capture, and complete the online learning experience that can be promoted through learning and development programmes throughout the entire organization. It is therefore extremely important to have clear e-learning strategies tightly linked to a company’s objectives in order to streamline the entire workflow.

Whether we want to centralize and create a single point for all content, or whether we want to enhance the user experience and simplify access and reporting with a tool that supports performance initiatives, we should consider how online learning technologies can help media & publishing companies manage blended curricula including classroom based training, e-learning, and mobile learning.

For media and publishing companies we might have a different approach: we might for example create strategic alliances since we are already content providers and in order to commercialize a given course where the final objective is generating revenue. In this case, we need to focus on setting the standard for excellence and innovation in web-based training and online services. Learning services should help individuals (when targeting B2C) or midsized to large organizations drive productivity by empowering employees through skills development.

Small niche players are being acquired by publishing & media companies – this shows a clear market direction. Companies are investing heavily in product innovation in order to create a strong and diversified portfolio to better segment and provide tailored solutions to address different market needs.

The unintended consequences of global business growth are leading us to a different approach and mindset. Individuals are realizing the importance of training and development which is no longer “a must do” but “I want to do”. In a fast global environment, people must be well equipped with the right set of skills, from technical to soft skills, from foreign languages to compliance.

New technologies are giving new opportunities. One of the top trends is mobility: the proliferation of new devices along with connectivity to the cloud. This is making us more mobile and changing the way we work and play. Hence, mobile training and quick access to content combined with a smooth user experience empower not only individuals but also businesses.

Highly scalable solutions help cut costs and on-demand tools provide visibility into reporting metrics across the board so that individuals can review their performance and measure and self-assess their readiness.

Conclusion

The convergence of the e-learning market with the media & publishing industry is seen in the creation of new digital user experiences that can be accessed through any device. Consumers can take advantage of high-quality content, interact with it, and gain new skills or qualifications in the process.