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in,” says Roe. “Our
research showed that
we needed to produce
a magazine that was similar in style to the magazines that
our members bought and read. We put less detail about
industrial issues and tell stories from the point of view of
our members rather than the officials.”
Alessandra Mecozzi explains that Notizie Internazionali
is about to undergo a major review with a view to distributing
it more widely among the membership.
READERS’ SURVEYS
Some unions consult with the membership on an ongoing
basis in order to determine how they’re travelling with
their publications. The IAM conducts large - scale meetings
every four years where members provide feedback and the
Dagens Arbete team conduct readers’ surveys every two
years when they poll 800 to 1000 members.
Jenny Grice was shocked at some of the results of the
survey they did. “We found that some members had never
seen NUMSA News,” she said. “It caused us to re-assess
our delivery methods. This is a real challenge for us in
South Africa. Posting the newspapers to members’ homes
is not really an option when many of members live in townships
where the postal service is non existent at worst, or
unreliable at best.”
The main purpose of the magazines is to promote the
union’s philosophy, or
draw members’ attention
to a particular
campaign albeit in an
attractive format and
in an engaging writing
style. But how
do unions determine
their success or otherwise
in this respect?
Everyone agrees it’s
hard to tell, but feedback,
both positive
and negative (there’s
usually more of the
latter), provides some
insight into the impact
that the magazine has.
“When we strike a
nerve, we get letters
and emails complaining
about the position
taken,” says Richard
Sloan. “Compliments
are rarer.”
“You wonder if it’s
read, but if you make
Country Union Name Frequency Print run
Austria GMT Glück Auf 10/year 200,000
Australia AMWU AMWU News 4 / year 150,000
Australia AWU The Australian Worker 4 / year 150,000
Denmark CO-industri CO magasinet 11 / year 24,800*
Denmark Danish Metal Metal 9 / year 154,000
Finland Finnish Metal Ahjo 24 / year 170,000
France FO Metaux Le Journal 12 / year -
Germany IG Metall metall 12 / year -
Italy Fiom-CGIL Notizie Internazionali 4 / year -
Japan IMF-JC IMF-JC newspaper 4 / year 150,000**
Japan IMF-JC IMF-JC magazine - 8,000**
Norway Fellesforbundet Magasinet 8 / year 140,000
South Africa Numsa Numsa News 6 / year 70,000
South Africa Numsa Numsa Bulletin 5 / year 8,000
Sweden Swedish Metalworkers’ Dagens Arbete 10 / year 400,000
Sweden Sif Sif-tidningen 10 / year 366,200
UK Amicus Amicus the magazine 4 / year 770,000
USA UAW Solidarity magazine 6 / year 1,260,000
Table: A selection of IMF affiliates’ magazines
* Distributed to activists, not all members
** Distributed to enterprise union officers
METAL WORLD 21 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
a mistake or something contentious appears, you certainly
know about it,” laughs Julius Roe.
REPORTING PROBLEMS
Aude Pinguenet from FO Metaux and Jenny Grice say that
members call the union and make requests to have their
workplace issue or particular problem reported in the journal.
In NUMSA’s case, this is an increasing trend and an
encouraging sign that the infl uence of the newspaper is
growing.
The NUMSA News also has a page where members can
write in to complain about the union or a particular offi cial
with whom they are unhappy. “It keeps the offi cials on their
toes,” says Jenny. “The person responsible for that page
also chases up the offi cial if someone is dissatisfi ed with the
way the union has dealt with an issue.”
Dagens Arbete also has letters and debate pages where
members write their views on union and political matters.
“Members must have a voice in their publication,” says
Larsson and points to the fi rst letter of the June edition
which is one criticising the general secretary of the Metalworkers’
union.
Despite the overhauls and changes that unions have made
to their journals, there is a commitment to their continuing
existence. In many countries, the mass media is privately
owned by very wealthy and conservative individuals who
have their own political views and agendas. A recent US
　
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