INDUSTRY REPORT: Internet Publishing, Broadcasting, and Search Engines

This is part of a series reviewing industries that have experienced greater than 40% employment growth since 2007. Click here to see the summary. Data and analysis comes from Analyst and EMSI’s fourth quarter 2011 data release. Contact Rob Sentz (rob@economicmodeling.com) with questions. You can also follow EMSI @DesktopEcon.

While much of the economy has been suffering, internet publishing has been cruising along quite well. The specific industry in question is defined by the NAICS code system (519130):

This industry comprises establishments primarily engaged in 1) publishing and/or broadcasting content on the Internet exclusively or 2) operating Web sites that use a search engine to generate and maintain extensive databases of Internet addresses and content in an easily searchable format (and known as Web search portals). The publishing and broadcasting establishments in this industry do not provide traditional (non-Internet) versions of the content that they publish or broadcast. They provide textual, audio, and/or video content of general or specific interest on the Internet exclusively. Establishments known as Web search portals often provide additional Internet services, such as e-mail, connections to other web sites, auctions, news, and other limited content, and serve as a home base for Internet users.

Here is a visual overview of the industry:

From 2007-2011, internet publishers added 30,000 jobs, which is 40% growth. There are currently nearly 9,000 establishments, or places of work, in the U.S. About 70% of the industry is between the ages of 25 and 44. Also, most of the employees are male.

States like California and New York have higher concentrations of these workers. See the table for the complete breakdown.

State Name 2007 Jobs 2011 Jobs % Change 2011 Avg. Annual Wage 2007 National Location Quotient
Total 71997 100953 0.4 127638
California 26,200 37,862 45% $179,468 3.17
New York 6,051 11,479 90% $128,968 1.35
Massachusetts 3,928 6,710 71% $109,781 2.31
Washington 3,088 4,840 57% $103,493 1.97
Ohio 4,713 4,569 (3%) $82,083 1.67
Florida 3,157 3,801 20% $70,370 0.75
Illinois 2,700 3,429 27% $89,680 0.87
Texas 2,234 2,991 34% $74,211 0.41
New Jersey 1,963 2,329 19% $99,442 0.94
Virginia 2,057 2,175 6% $109,013 1.02
Georgia 1,041 2,086 100% $83,983 0.48
Colorado 1,384 1,963 42% $84,528 1.13
Utah 1,871 1,941 4% $71,108 2.87
Pennsylvania 1,074 1,731 61% $98,884 0.36
North Carolina 914 1,569 72% $67,816 0.42
Connecticut 1,467 1,451 (1%) $156,002 1.65
Michigan 355 843 137% $110,301 0.16
Minnesota 751 788 5% $78,353 0.53
Maryland 730 750 3% $95,612 0.53
Arizona 697 712 2% $72,739 0.50
Oregon 358 710 98% $81,016 0.39
District of Columbia 635 554 (13%) $115,002 1.75
Missouri 335 497 48% $48,671 0.23
Nevada 407 460 13% $79,253 0.60
Tennessee 306 384 25% $72,945 0.21
Indiana 310 371 20% $61,039 0.20
Alabama 172 359 109% $51,896 0.16
Kentucky 255 336 32% $59,914 0.26
Oklahoma 340 321 (6%) $61,448 0.41
New Hampshire 277 320 16% $77,281 0.83
Louisiana 145 305 110% $55,941 0.15
Idaho 251 303 21% $71,937 0.71
Wisconsin 227 248 9% $64,053 0.15
South Carolina 92 245 166% $55,562 0.09
Iowa 411 234 (43%) $59,802 0.52
Vermont 220 200 (9%) $44,407 1.38
Kansas 96 198 106% $62,447 0.13
Nebraska 129 195 51% $56,997 0.26
Arkansas 173 155 (10%) $46,332 0.27
Hawaii 70 82 17% $70,152 0.20
Maine 73 78 7% $50,215 0.23
New Mexico 100 77 (23%) $49,697 0.23
Rhode Island 63 66 5% $79,203 0.25
Montana 32 62 94% $41,332 0.14
Delaware 38 54 42% $71,147 0.17
Mississippi 17 35 106% $55,676 0.03
North Dakota 11 28 155% $41,834 0.06
West Virginia 24 25 4% $59,855 0.06
Wyoming 34 21 (38%) $88,498 0.22
South Dakota 22 11 (50%) $111,975 0.10
  • Clearly, California has the highest level of employment, highest wages, and the largest concentration for these jobs. In five years the state added over 10,000 new jobs, which is 45% growth.
  • New York added over 5,000 jobs in that same time period, which was 90% growth for the industry in the state.
  • Washington and Massachusetts, also with higher levels of employment, grew by 57% and 71%, respectively.
  • Many other states are also experiencing good growth, but the current employment levels are currently much smaller. Forty out of 50 states (and D.C.) experienced growth from ’07-11.

Next, we take a look at some of the top occupations employed by internet publishers:

SOC Code Occupation Employed in Industry (2007) Employed in Industry (2011) Change % Change % of the Total Jobs in Industry (2011) 2011 Median Hourly Wage Education Level
15-1032 Computer software engineers, systems software 4,453 6,540 2,087 47% 6.5% $45.32 Bachelor’s degree
41-3099 Sales representatives, services, all other 3,802 5,255 1,453 38% 5.2% $23.99 Work experience in a related field
27-3041 Editors 3,039 4,462 1,423 47% 4.4% $25.02 Bachelor’s degree
15-1031 Computer software engineers, applications 2,757 4,013 1,256 46% 4.0% $42.32 Bachelor’s degree
43-4051 Customer service representatives 2,758 3,928 1,170 42% 3.9% $14.64 Moderate-term on-the-job training
15-1081 Network systems and data communications analysts 2,042 3,287 1,245 61% 3.3% $35.43 Bachelor’s degree
11-3021 Computer and information systems managers 1,890 2,687 797 42% 2.7% $54.98 Degree plus work experience
15-1041 Computer support specialists 1,972 2,609 637 32% 2.6% $21.42 Associate’s degree
11-1021 General and operations managers 1,947 2,596 649 33% 2.6% $45.21 Degree plus work experience
19-3021 Market research analysts 1,668 2,496 828 50% 2.5% $29.90 Bachelor’s degree
15-1021 Computer programmers 1,878 2,442 564 30% 2.4% $34.25 Bachelor’s degree
  • Computer software engineers, systems software and computer software engineers, applications are the most common occupations. Software engineers comprise 10.5% of the internet publishing industry. Both of these jobs pay well and require bachelor’s degrees.
  • Sales and customer service representatives comprise another 9% of the total industry. These jobs typically require on-the-job training and prior experience.
  • Seven of the 11 jobs on this list require a bachelor’s degree.
  • Five of the 11 are related to computer and science.

CONCLUSION

Everyone knows brands like Google, YouTube, Microsoft and the rest. Their growth has been rapid and demand for workers is very good. There also appears to be good growth in the industry sector apart from the big names. Currently employment still appears to be concentrated in a handful of states, but there is a lot of promise nationwide.

Feel free to comment below or email Rob Sentz (rob@economicmodeling.com) with any questions. You can follow EMSI on Twitter @DesktopEcon.

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