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VMA believes industry’s apprenticeship future is at risk
14 September 2026
The Visual Media Association (VMA) is calling on all businesses across the print, packaging and visual media industry, members and non-members, to urgently participate in its Industry Workplace Planning Survey, as the association prepares evidence to protect the industry’s position within Australia’s future apprenticeship and skills framework.
The call follows recent discussions between VMA Chief Executive Officer Kellie Northwood, Federal Minister for Skills and Training, the Hon Andrew Giles MP, and the CEO of Manufacturing Industry Skills Alliance (MISA), which have reinforced the importance of robust industry workforce data to support the sector’s position.
The Federal Government is reforming the Australian Apprenticeships Incentive System, including changes to the methodology underpinning the Australian Apprenticeships Priority List from 1 January 2027.
Northwood said the industry cannot assume its current position will simply continue: “This is a critical moment for our industry. We have been advised that our position is at risk and, if we want government to understand why print and related manufacturing occupations must continue to be recognised and supported, we need the evidence to demonstrate it. We have fought once before and had our industry reinstated; it is now time to do this again.”
“Government cannot respond to anecdote alone. We need current data showing where vacancies exist, how long positions remain unfilled, the occupations businesses will need in the future and the difficulty employers are experiencing finding appropriately skilled people.”
VMA’s Industry Workplace Planning Survey specifically examines vacancies across occupations including print finishing, graphic pre-press, printing machinists, digital and screen printing, small offset printing, paper and paper products machine operators and other production roles. It also examines future recruitment requirements, vacancy duration, recruitment channels and the quality of applicants businesses are receiving.
Previous VMA industry research, supported by Ricoh Australia, found that more than three-quarters of businesses had vacancies across key occupations, while 94% of respondents were dissatisfied with the skills and experience of applicants. The new survey is designed to provide current evidence of where those pressures remain and how workforce requirements are expected to develop.
Ricoh Australia is again supporting the survey as part of its ongoing partnership with the VMA to build meaningful industry data, benchmarking and metrics that can inform businesses, strengthen industry planning and provide an evidence base for advocacy.
Northwood continues: “Workforce planning and skills are critical issues for our industry. Strong participation will give us stronger evidence to inform training priorities, support employers and ensure the needs of our industry are clearly understood. I encourage businesses of every size to contribute.”
“This is not just a membership survey: it is an industry survey. So whether you are a VMA member or not, whether you employ five people or 500, if you operate within our industry we need your input.”
Historically, the Australian Apprenticeships Priority List has included printing-related qualifications such as Certificate III in Printing, Certificate III in Print Binding, Finishing and Packaging and Certificate III in Prepress Graphic Design Production,
The VMA believes these qualifications should be reinstated and intends to use the survey findings to strengthen its representations to government.
“This is one of those occasions where completing a short industry survey can genuinely contribute to the policy position we take to Canberra.”
Members and non-members are strongly encouraged to complete the Industry Workplace Planning Survey
