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The skills impact of personalisation in academic publishing
Academic Publishing
In the modern world where consumerised experiences extend to all walks of life, personalisation in academic publishing is emerging as a new trend, and it’s altering the skills needed in the profession, all the way up to leadership positions.
We’ve discussed in recent blog posts the trends in hyper-personalisation in business schools and the growing demand for micro-credentials. These requirements for a more personalised approach are something that also extends into the world of academic publishing. Here’s how the skills are being altered.
From mass distribution to micro-tailoring
When it comes to academic publishing, the text itself is understandably static and can’t be tailored. However, how it’s published, distributed and promoted can be. Traditional formats of academic publishing have been broadly linear and standardised, often disseminated in one way to the masses.
Now, though, we are seeing a change. Aside from the increase in demand from learners and universities for more modern methods of digesting and disseminating academic texts, there has also been a growth in the tools to enable greater personalisation. Digital transformation, the rise of artificial intelligence (AI), and greater access to more intrinsic data analytics are all aiding the shift.
This means that publishers can now offer so much more, from personalised article recommendations facilitated by AI, adaptive learning content, intuitive discovery tools and instant access to individualised content through AI-generated summaries. And this is just the tip of the iceberg.
However, while these advancements offer greater potential for engagement, discoverability, and user satisfaction, they also demand new competencies across publishing teams.
Changing skills in academic publishing: personalisation through AI
Given that many of the advancements in personalisation are being driven by the increasing availability of artificial intelligence tools, it stands to reason that publishers require teams fluent in these tools and others that are powered by machine learning. The ability to embed recommended systems or intelligent search tools into publishing platforms is going to be a key part of future skills requirements.
Crucially, knowing how these tools work is not just a job for the engineers or UX designers running the technology behind the scenes. Every role will be impacted, from the content strategists through to the marketers running the commercial elements of an academic publisher.
Data literacy and analytics skills
Personalisation relies heavily on user data, from behavioural and contextual trends to institutional and geographical metrics. Publishers now need to understand and interpret user data, use analytics to segment audiences and feed this information back into everything from editorial styles to the way content is delivered.
While some will begin to bring in data scientists to deliver against this growing demand, general data literacy and analytical skills will, again, be required across almost every role. Some – marketing teams and leaders, for example – may already have a level of experience in this area, but it is likely that these abilities will become more critical in the months and years ahead.
Content enrichment abilities
If publishers are to truly ensure that content and research can be personalised, they will require specialists who are skilled in semantic tagging and content enrichment. Ensuring that users can access tailored content and in a format that works for them can only be delivered if the tools used to personalise this information are given the right prompts themselves.
This means that editors and production teams must move beyond traditional copy editing to more detailed semantic tagging and metadata optimisation, with dedicated specialists with a content enrichment background likely to be highly sought after in the immediate future.
Future-proofing academic publishing skills in the age of personalisation
Personalisation is reshaping how content is consumed — and how it is produced. For academic publishers, the competitive edge will lie not just in adopting the latest technologies but in cultivating the right skills and competencies to wield them effectively. This shift challenges traditional boundaries, but also unlocks powerful opportunities to reimagine academic publishing in more meaningful, researcher-centric ways.
But it requires the right people and new skills. That’s where specialists like Telfer Partners can help. Our breadth of experience within academic publishing means we are ahead of the curve when it comes to the emerging hiring trends. We can source the right professionals and leaders who not only have the abilities our clients need, but also fit with the company culture.
Want to know more? Contact the team today to find out how we can support with your academic publisher recruitment requirements.
