New media jobs in a digitalised world

"Technical innovation develops at a rapid pace and new methods and new products constantly enter the market. It is therefore necessary to meet the new requirements for jobs and activities and to adjust accordingly," says Swen Binner, managing director for vocational training of the IHK Ostwestfalen/Bielefeld.

He continues, "The digitalisation of media and new forms of measurement and control systems have led to major changes in all areas of the production cycle."

Constant change is typical for the current media landscape. Modern advertising connects traditional print and digital media. Specialists are in high demand to cover the manifold print products and the different production processes. To meet this demand and to secure long-term sustainable employment opportunities, future oriented training is most important.

In recent months, several training regulations for media professions have been revised and new jobs names have been awarded. The new names reflect the changes in the working world. In times of dramatic demographic change, attractive job titles can be used for marketing purposes. For instance, the traditional job title "printer" will be changed to "media-technologist for print".