Anything new here then? Well, many people knew it was coming, but this launch at Selfridges - "glitzy", say the papers - puts it in the public domain and marks the start of the charm offensive on employers.
Why's that needed then? The PR says Modern Apprenticeships have been a great success and it's true that there are now 255,000 young people aged 16 to 21 on Apprenticeships (we're dropping "Modern"), up from 75,800 in 1997. But there's a lingering sense that too many employers are reluctant to invest in training.
And how can that be changed? As education secretary Charles Clarke puts it, by putting them "in the driving seat" for the design and content of Apprenticeships. That's really not been happening enough.
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