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news spreads has made a number of unions change the
focus of their magazine’s content. Most of the editors interviewed
talked about writing stories that were “time approMETAL
WORLD 19 No 4 • 2004
IMF Special report
T R A D E U N I O N M A G A Z I N E S
priate” rather than reporting on disputes where the news
is stale by the time the members read it.
While some magazines, like the French FO Metaux’s
Le Journal, still mainly run stories on disputes, agreements
and workplace wins, many magazines are turning to features
that will not be dated by the time members receive
the magazines.
Richard Sloan, editor of the US union IAM journal, says that
the primary objective of their magazine is to promote particular
issues. “We pick one issue that serves as our cover
and then provide our members with arguments and intellectual
ammunition needed to persuade friends, family and
fellow workers of the union’s position.”
Notizie Internazionali, the Italian FIOM-CGIL magazine,
is jam packed with features on international issues, ranging
from world peace to migration and politics. Alessandra
Mecozzi points out that the international focus is deliberate
in this publication which goes to offi cials and activists only.
“It’s important that people in leadership positions in
the union have a good understanding of what’s happening
internationally and how, in turn, that affects our industry
and our members,” she said.
But writing features, as a way around the fact that stories
are not current by the time members get the magazine
in their hands, is not the solution for every union. The
Canadian Auto Workers did some research and found that the
IAM, USA IMF-JC, Japan
F é d é r a t i o n c o n f é d é r é e F o r c e O u v r i è r e d e l a m é t a l l u r g i e
L ’ E f f i c a c i t é R é f o r m i s t e 430 • Novembre 2004
LE JOURNAL
P. 7
Renault : FO signe une
Charte internationale
P. 10
Pechiney-Alcan : FO
toujours sur la brèche
P. 18
Résolution de la Commission
Administrative Fédérale
w w w. f o - m e t a u x . o r g
LA RÉPONSE DE FO À LA LOI
SUR LA REPRÉSENTATIVITÉ
Tokheim
FoMetaux_430_001 27/10/04 11:05 Page 1 Raid5:DOC_ERIC:EUROPRINTERS:24295FOmetaux430:
FO Metaux, France
Swedish Metalworkers’ Union Amicus magazine, two pages from the March issue, 2004
METAL WORLD 20 No 4 • 2004
IMF Special report
T R A D E U N I O N M A G A Z I N E S
magazine didn’t serve its purpose, so they stopped producing
one.
“Our members want current information and the magazine
was not able to deliver on that. With the Internet, you
get instantaneous information. We can call for help on a dispute
or a picket line somewhere and the message gets out
straight away. We can inform members about what’s happening
by the day,” says Jim Pare, Director of Communications
for the CAW.
The CAW instead focuses on a activists’ newsletter and
the Internet rather than a general members magazine.
“But email and the Internet require the members to come
to us,” argues IAM’s Richard Sloan. “Our journal is the
one communications vehicle that reaches all the members
where they live.”
Hans Larsson agrees. “For some members, it’s the only
thing they might see of the union,” he says. Australia’s
AMWU president Julius Roe points out that many workers
only have information from the mass media and the magazine
is a key part of communicating directly with members
“who might not otherwise be actively engaged with us”.
But that’s not to say that union journals have stayed
the same. Part of a successful communications strategy
is to keep abreast of members’ interests and needs and to
ensure that the look
and feel of your publication
is up to date
and relevant. All the
unions have done surveys,
polling and other
types of research that
have caused them to
take stock of their
publication and make
some major changes.
“We used to have a
lot of densely written
articles that weren’t
broken up by pictures,
lots of obituaries
of activists that
were well known to a
small group of members,
lots of reports
of meetings that most
people who hadn’t
attended weren’t particularly
interested
　
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