LaborTalk: A Major AFL-CIO Problem Via NY Transfer News Collective * All the News that Doesn't Fit source: Harry Kelber Oct 7 1997 LaborTalk: A Major AFL-CIO Problem By Harry Kelber It is safe to say that only a minuscule number of the 13 million union men and women will get to know about the important economic and political initiatives, the inspiring speeches and the dramatic evidence of organizing victories that were on display at the AFL-CIO's recent conven- tion. What they will get, if anything, is information filtered through the editorial offices of anti-labor TV and newspaper chains, with the usual distortions and omissions of significant news. Thus, the AFL-CIO has a serious problem: If it cannot keep its millions of members informed--and on a regular basis--how can it involve them in the ambitious organizing and political campaigns that are so esential to its growth? Sad to say, the federation has been steadily downsizing its official publication over the years. The AFL-CIO News used to be a weekly. In 1989, it was shrunk to a twice-a-month newspaper. And in 1996, it was replaced by a monthly magazine, America@Work. The new magazine, which emphasizes glitzy splashes of color and fancy typography, has an anonymous editorial staff, has never met its scheduled deadline and contains less solid news and useful information than its predecessor. It has a limited circulation: less than one percent of the AFL-CIO's 13 million members. That's not much of a "new voice." The federation's use of television is focused on advertising. It is spending $5 million on four 60-second TV ads to be broadcast in five cities (Seattle, Baltimore, Milwaukee, St. Louis and San Antonio). Each ad shows a worker--a bricklayer, nurse, food worker and a Harley-Davidson motorcycle employee--saying a different, nice thing about their union, which is unidentified. All four of these low-keyed, 60-second sound-bites are aimed at promoting public good-will toward unions. If the ads succeed in their purpose, the AFL-CIO is ready to spend as much as $40 million for ads in other cities. Does that solve the labor federation's communications problems? Are there better ways of spending duespayers' money that would produce more substantial and sustained results? Indeed, there are. For far less than it is willing to spend on TV spots, the AFL-CIO can start modestly with a one-hour weekly national television program, similar to those conducted by educational and religious organizations. The program's format could include labor news, commentary and special features, plus professional entertainment by union actors and singers. It could showcase organizing campaigns with rank-and-filers speaking, just as in the TV ads. It could present highlights of important events, including conventions and political rallies. It could feature panel discussions in which union leaders would be able to present a labor viewpoint on public issues. The federation's limited monthly magazine should be replaced by a weekly mass circulation newspaper. If each of the AFL-CIO's more than 50,000 local unions would agree to take a bundle order of 20 copies a week, the newspaper would have an initial base of 1,000,000 readers. To increase its revenue, the newspaper could take advertisements from unionized companies snd pro-labor institutions that desire to communicate with union readers. What better way to involve the nation's union members in organizing campaigns and political action than by keeping them informed each week about news and events that affect their lives. ================================================================= NY Transfer News Collective * A Service of Blythe Systems Since 1985 - Information for the Rest of Us 339 Lafayette St., New York, NY 10012 http://www.blythe.org e-mail: nyt@blythe.org ================================================================= nytlab-10.09.97-13:47:47-26208