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Toronto's Digital Media Industry - Who Are We?

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Justin Kozuch
Justin Kozuch

The document discusses gathering statistical data on Toronto's digital media industry. It provides an overview of using the North American Industry Classification System (NAICS) to classify digital media businesses. NAICS codes digital media companies under information and cultural industries, publishing industries, motion picture and video industries, and other information services. The document also discusses digital media surveys in other cities like Vancouver, Calgary, and Winnipeg and notes the lack of recent comprehensive data on Toronto's digital media industry. It raises the question of how digital media workers in Toronto can work together to learn more about their industry.

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TORONTO'S DIGITAL MEDIA INDUSTRY - WHO ARE WE? How do we mobilize and gather statistical data on our industry?
AGENDA 6:30 Welcome and introductions 6:35 Remarks by Ronnie Sanders, InvestToronto 6:40 Remarks by Steve Currie, Canadian Digital Media Network 6:45 Background & Overview of NAICS research 6:55 A List Apart Survey 7:00 Digital Media in Other Cities 7:20 Digital Media in Toronto 7:30 Open Conversation: How Do We Solve The Data Issue?
BACKGROUND INFORMATION "July 2010: A Survey for Digital Media Professionals" (http:// bit.ly/4uQYk7) DigitalMediaCamp: Dec 12th @ OCAD (http:// digitalmediacamp.org/) "Torontos Digital Media Industry Who Are We?" (http:// bit.ly/90hD9Z)
OVERVIEW OF NAICS RESEARCH North American Industry Classi鍖cation System Developed by StatsCan, US ECPC, & Mexicos INEGI, and adopted in 1997 to replace SIC (Standard Industrial Classi鍖cation) system Created to facilitate collection, tabulation, presentation and analysis of data, and promote uniformity and comparability in the presentation and analysis of statistical data StatsCan organizes data using NAICS codes Broken down into 20 economic sectors
NAICS CLASSIFICATION SYSTEM 11 Agriculture, Forestry, Fishing & Hunting 53 Real Estate and Rental and Leasing 21 Mining, Quarrying, and Oil & Gas Extraction 54 Professional, Scienti鍖c, and Technical Services 22 Utilities 55 Management of Companies and Enterprises 23 Construction 56 Administrative and Support and Waste Management and Remediation Services 31-33 Manufacturing 61 Educational Services 42 Wholesale Trade 62 Health Care and Social Assistance 44-45 Retail Trade 71 Arts, Entertainment, and Recreation 48-49 Transportation and Warehousing 72 Accommodation and Food Services 51 Information & Cultural Industries 81 Other Services (except Public Administration) 52 Finance and Insurance 92 Public Administration
NAICS CLASSIFICATION SYSTEM 51: Information & Cultural Industries Publishing Industries 511 511210 Software Publishers Motion Pictures and Video Industries 512 512110 Motion Picture and Video Production Other Information Services 519 519130 Internet Publishing and Broadcasting and Web Search Portals
NAICS CLASSIFICATION SYSTEM 5414: Specialized Design Services 541430 Graphic Design Services 541511 Custom Computer Programming Services 541613 Marketing Consulting Services 541810 Advertising Services
ANATOMY OF A NAICS CLASSIFICATION CODE 541810 Economic Subsector Sector Code Industry Group NAICS Industry National Industry
CONCLUSIONS ABOUT THE NAICS CLASSIFICATION SYSTEM Only one code per business, based on highest amount of revenue for line of business Companiesshouldnt necessarily be classi鍖ed based on how much revenue generated in a certain line of business You are what you are Next revision of NAICS coming in 2012
A LIST APART WEB DESIGN SURVEY First survey: 2007 (http://www.alistapart.com/articles/ webdesignsurvey/), 31,832 respondents 2008survey (http://aneventapart.com/alasurvey2008/) yielded 30,055 respondents 2009 survey data now being collected (http:// www.alistapart.com/articles/survey2009/) Datamade available in TXT, CSV and XLS format, as well as PDF (new in 2008)
WHATS ON THE SURVEY? Jobs and Titles Education Salaries Evidence of/ Perception of Bias Staying Current Skills and Skill gaps
THE CANADIAN CONNECTION 2007 survey: 1,912 Canadians responded 2007 survey didnt break down respondents into granular regions (provinces, cities) 2008survey: 1,605 Canadians responded, of which 239 were Torontonians
DIGITAL MEDIA IN VANCOUVER 2007 study by province of BC, Ministry of Economic Development & NewMediaBC 1000 digital media companies 15,000 employees $2B/year in revenue Report online at http:// www.investbc.com/ sectorpro鍖les.htm
DIGITAL MEDIA IN CALGARY 2007 study by Calgary Economic Development 710 digital media companies Graphic artist/designer category was #1 (137) #2: web design professionals (125) Report online at http:// www.calgaryeconomicdevel opment.com/keyIndustries/ ict/ictOverview.cfm
DIGITAL MEDIA IN WINNIPEG 2008 study by Destination Winnipeg Inc. 869 digital media companies Motion Picture and Sound Recording Industries was #1 (323) #2: Specialized Design Services (209) Report online at http:// www.destinationwinnipeg.ca/ economic-development/business/ key-sectors-and-companies/ information-communication- media
DIGITAL MEDIA IN TORONTO 2003 study by E&B Data 600+ IDM/IDM- related companies 18,000+ employed Report online at http://www.toronto.ca/ invest-in-toronto/ informationtech.htm
So ...
... as digital media workers, who are we? How can we work together to learn more about our industry? Lets start the conversation.
GET IN TOUCH Curious to know more about this initiative? Heres how to reach me: justin@refresh-events.ca http://refresh-events.ca/ 647.236.1925 @jkozuch

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Toronto's Digital Media Industry - Who Are We?

  • 1. TORONTO'S DIGITAL MEDIA INDUSTRY - WHO ARE WE? How do we mobilize and gather statistical data on our industry?
  • 2. AGENDA 6:30 Welcome and introductions 6:35 Remarks by Ronnie Sanders, InvestToronto 6:40 Remarks by Steve Currie, Canadian Digital Media Network 6:45 Background & Overview of NAICS research 6:55 A List Apart Survey 7:00 Digital Media in Other Cities 7:20 Digital Media in Toronto 7:30 Open Conversation: How Do We Solve The Data Issue?
  • 3. BACKGROUND INFORMATION "July 2010: A Survey for Digital Media Professionals" (http:// bit.ly/4uQYk7) DigitalMediaCamp: Dec 12th @ OCAD (http:// digitalmediacamp.org/) "Torontos Digital Media Industry Who Are We?" (http:// bit.ly/90hD9Z)
  • 4. OVERVIEW OF NAICS RESEARCH North American Industry Classi鍖cation System Developed by StatsCan, US ECPC, & Mexicos INEGI, and adopted in 1997 to replace SIC (Standard Industrial Classi鍖cation) system Created to facilitate collection, tabulation, presentation and analysis of data, and promote uniformity and comparability in the presentation and analysis of statistical data StatsCan organizes data using NAICS codes Broken down into 20 economic sectors
  • 5. NAICS CLASSIFICATION SYSTEM 11 Agriculture, Forestry, Fishing & Hunting 53 Real Estate and Rental and Leasing 21 Mining, Quarrying, and Oil & Gas Extraction 54 Professional, Scienti鍖c, and Technical Services 22 Utilities 55 Management of Companies and Enterprises 23 Construction 56 Administrative and Support and Waste Management and Remediation Services 31-33 Manufacturing 61 Educational Services 42 Wholesale Trade 62 Health Care and Social Assistance 44-45 Retail Trade 71 Arts, Entertainment, and Recreation 48-49 Transportation and Warehousing 72 Accommodation and Food Services 51 Information & Cultural Industries 81 Other Services (except Public Administration) 52 Finance and Insurance 92 Public Administration
  • 6. NAICS CLASSIFICATION SYSTEM 51: Information & Cultural Industries Publishing Industries 511 511210 Software Publishers Motion Pictures and Video Industries 512 512110 Motion Picture and Video Production Other Information Services 519 519130 Internet Publishing and Broadcasting and Web Search Portals
  • 7. NAICS CLASSIFICATION SYSTEM 5414: Specialized Design Services 541430 Graphic Design Services 541511 Custom Computer Programming Services 541613 Marketing Consulting Services 541810 Advertising Services
  • 8. ANATOMY OF A NAICS CLASSIFICATION CODE 541810 Economic Subsector Sector Code Industry Group NAICS Industry National Industry
  • 9. CONCLUSIONS ABOUT THE NAICS CLASSIFICATION SYSTEM Only one code per business, based on highest amount of revenue for line of business Companiesshouldnt necessarily be classi鍖ed based on how much revenue generated in a certain line of business You are what you are Next revision of NAICS coming in 2012
  • 10. A LIST APART WEB DESIGN SURVEY First survey: 2007 (http://www.alistapart.com/articles/ webdesignsurvey/), 31,832 respondents 2008survey (http://aneventapart.com/alasurvey2008/) yielded 30,055 respondents 2009 survey data now being collected (http:// www.alistapart.com/articles/survey2009/) Datamade available in TXT, CSV and XLS format, as well as PDF (new in 2008)
  • 11. WHATS ON THE SURVEY? Jobs and Titles Education Salaries Evidence of/ Perception of Bias Staying Current Skills and Skill gaps
  • 12. THE CANADIAN CONNECTION 2007 survey: 1,912 Canadians responded 2007 survey didnt break down respondents into granular regions (provinces, cities) 2008survey: 1,605 Canadians responded, of which 239 were Torontonians
  • 13. DIGITAL MEDIA IN VANCOUVER 2007 study by province of BC, Ministry of Economic Development & NewMediaBC 1000 digital media companies 15,000 employees $2B/year in revenue Report online at http:// www.investbc.com/ sectorpro鍖les.htm
  • 14. DIGITAL MEDIA IN CALGARY 2007 study by Calgary Economic Development 710 digital media companies Graphic artist/designer category was #1 (137) #2: web design professionals (125) Report online at http:// www.calgaryeconomicdevel opment.com/keyIndustries/ ict/ictOverview.cfm
  • 15. DIGITAL MEDIA IN WINNIPEG 2008 study by Destination Winnipeg Inc. 869 digital media companies Motion Picture and Sound Recording Industries was #1 (323) #2: Specialized Design Services (209) Report online at http:// www.destinationwinnipeg.ca/ economic-development/business/ key-sectors-and-companies/ information-communication- media
  • 16. DIGITAL MEDIA IN TORONTO 2003 study by E&B Data 600+ IDM/IDM- related companies 18,000+ employed Report online at http://www.toronto.ca/ invest-in-toronto/ informationtech.htm
  • 18. ... as digital media workers, who are we? How can we work together to learn more about our industry? Lets start the conversation.
  • 19. GET IN TOUCH Curious to know more about this initiative? Heres how to reach me: justin@refresh-events.ca http://refresh-events.ca/ 647.236.1925 @jkozuch