Union newspapers and magazines have a long, proud history in the United States, and UUP’s membership magazine, The Voice, strives every day to earn its place alongside such storied company.

In keeping with that goal, The Voice recently surveyed its readers, and the results speak to what the magazine is getting right as well as what it could be doing differently.

Respondents came from both academic and professional faculty, part timers and full timers, newcomers and retirees, and from all types of campuses. The majority of respondents in all categories were members, not agency fee payers. In all categories, the respondents’ answers revealed them to be discerning, well-read and confident about what they do and do not want.

The good news: More than 90 percent of the people surveyed are reading The Voice, at least some of the time, with 87 percent saying the magazine is covering news and issues that respondents want to read. More than 90 percent of those surveyed also like the format — or design — and consider it eye-catching or appealing.

Readers have strong opinions on what they want to see in The Voice. Tops on their list: information on member benefits, with 95 percent saying such information is “very” or “somewhat” important to them. Pensions and retirement, as well as state budget and legislative issues, rank almost as high, with 94 percent describing these subjects as very or somewhat important. Also important, although to slightly fewer readers: the contract (87 percent) and national labor or political issues and events (82 percent).

Among the topics that readers want to see more of: benefits, higher education trends; and the contract.

All responses helpful

UUP President William Scheuerman said the good, the bad and the in-between reactions are all valuable.

“It’s great to see how many different representatives of our bargaining unit took the time to tell us how The Voice is doing,” Scheuerman said. “We’re constantly reviewing the best way to give our members the information they need. Very simply put, a union exists for its members. Surveys such as this tell us what we need to improve, and that in turn will help us serve the membership better. We thank all of The Voice readers who participated. Now, we plan on putting their responses to good use.”

As UUP leaders are discussing the best ways to do that, they are also debating the best way to get The Voice and other information out to people. It’s known that some Voice readers prefer the online edition of the magazine, while others are “hard copy only” readers. The survey reflects that divide: Only 11 percent of respondents “often” or “sometimes” read The Voice online or search The Voice archives via the UUP Web site (www.uupinfo.org).

Although these figures indicate the debate may not be resolved for a while, Scheuerman took the mixed responses as a positive sign.

“A union is an open, democratic place that welcomes healthy debate,” he said. “The Voice has a diverse readership, and the challenge now for us is to determine the best way to meet the needs of all.”

— Darryl McGrath