It’s the right thing to do
Ethnic minorities are under-represented within the publishing industry. Fact. We know that Black, Asian and Minority Ethnic (BAME) employees make up between seven and eight percent of the workforce. But whilst this is close to the national average, these figures need to be taken in context: 50 percent of our industry’s workforce is based in London and BAME groups make up 24 percent of the London working population. Considering there are no barriers to employment for ethnic groups in magazine publishing, you’d expect the proportion of BAME employees to be – well – higher.
There’s a business imperative
Projections for the next decade conclude the most rapid increases in the working age population will occur amongst Black African, Black Caribbean, Bangladeshi and Pakistani groups. This will result in an increase in spending power in these communities which is already £300 billion.
And yet studies suggest that brands are failing to understand these important consumer groups. According to a 2007 study, 77 percent of Asians, 78 percent of black people and 51 percent of Chinese people in the UK say mainstream brands have little or no relevance to them. “In addition, 75% of black, 63% of Asian and 50% of Chinese people believe consumer brands are not aware of how to market to individuals from ethnically diverse backgrounds.”
PTC is convinced that improving the diversity of the teams that reach out to consumers will have a positive effect on their ability to connect with more diverse groups.
So we’ve launched MagNet.
MagNet extends our vision to make it easy for media owners to engage outstanding new talent. It’s not about quotas or headcounts. Nor is it positive discrimination – there are no job guarantees. It is about giving a student every opportunity to overcome any barrier caused by his or her racial group. It builds on the existing partnership with PTC accredited journalism courses and helps employers cherry pick the best and brightest new talent. It’s a start.
Now don’t get me wrong; this isn’t a new idea. Media owners are already involved in projects that promote diversity in the workforce. MagNet simply extends their reach and supports them by providing great links to high quality trainee journalists.
So how will the pilot scheme work?
MagNet will run for one year. It is available to final year and postgraduate ethnic minority students studying on PTC accredited courses. Students apply; mentors volunteer; PTC does the matching and provides training and on-going support.
Mentors spend at least one hour a month with their mentee; provide one work experience opportunity; and arrange one networking opportunity.
Students commit to writing one feature for their mentor’s magazine.
What will success look like?
Ultimately, the sector’s workforce will be made up of the very best available talent, irrespective of ethnicity. But MagNet will make it easier for employers to engage with talented BAME students. Which we believe – ultimately – is good for our community and good for business.
Wish us luck!
Key dates:
Mentor recruitment completed by 17 September 2010 – tell your contacts to sign up!
Mentor briefing on 27 September 2010
Student applications and matching completed September 2010
Mentoring starts 4 October 2010
Review – this time next year!
Contacts:
Loraine Davies
T: 020 7400 7509 E: loraine.davies@ppa.co.uk or loraine@mag-net.biz
Joanna Abeyie
