Navigating the Waters of Corporate Ethics
By: Brian W. Pascal, RPR, CMP, RPT
The Institute of Professional Management has ceased publishing its print publica-tion and the last issue will arrive in your mail in June 2003. There are many reasons why this decision was made and I'd like to share a few of them with you. It wasn't an easy de-cision
as we have been publishing it
in print form for close to 20 years
under different names and titles.
It was first called Recruiting TodayŽ,
then Recruiting & Supervision To-dayŽ
then HR TodayŽ and finally Workplace To-dayŽ.
It went from eight pages to 48 pages and from one colour to full
colour covers providing a neverending and technically complex learning
experience every step of the way. But it was fun and it kept us on our toes.
And then came the Web. Market pressures forced us online and we ran
a print and online version of the maga-zine simultaneously to stay current
with competing publishers at the time. That was another learning experience.
We went through about 20 iterations of the online version and learned much
about the new technology but never thought it would replace the print
version anytime soon. But two things happened that started to change our
First, the demand for a broader
range of news, articles and features started to squeeze out member news
and information and secondly, print subscribers started moving their sub-scriptions
to the online version. It was a trickle at first and then it became a
flood. We came to a point where it was no longer viable to produce the
magazine. There were no longer enough subscribers and it was the
subscriptions that generated the vast majority of revenue required to publish.
Brian W. Pascal|
In the meantime, and as previously mentioned, we were providing less
and less to our members in terms of association news and information. We
polled our members and Regional Di-rectors to see if they would accept an
online-only version of a members news-letter and that idea was shot down
quickly. They wanted something in their hands and they wanted it now.
In order to balance the needs of members with the needs of the Insti-tute,
it was decided to launch the Members Quarterly, a print publica-tion
totally devoted to the membership and to provide members with a sub-scription
to the online version of Work-place TodayŽ without cost as part of
their member benefits. Communicating effectively with
the members of IPM's Associations is of paramount importance. No longer
will members have to search for mem-ber news and updates among the articles
and features of Workplace TodayŽ Online.
Although Workplace TodayŽ is now available only online, it brings
numerous benefits to our subscribers and members. We no longer have a
restriction of 48 pages to fit articles and features in. This gives us a great
deal of flexibility in presenting the best and latest workplace information
available anywhere regardless of its size or complexity. There's lots of room.
Also, doing research or looking up past issues or articles becomes a
breeze as we archive all our issues for you and provide you with a built in
search engine. For those tasked with implementing a new Human Resources
policy or procedure, the online journal would be a good place to start collect-ing
views, opinions and facts on the topic and the information may raise
issues that could have an impact on your organization.
In addition, it took a lot of trees to put out a 48 page magazine. We're
not necessarily tree-huggers but we feel we're doing our small part in
protecting our environment.
So, where are we? Well, we've
gone from a print magazine to an exclusively online journal and we've
put out a printed Members Quarterly that will come out in January, April,
July and October from now on and that will be devoted totally to the
needs of our members. Although Workplace TodayŽ Online will con-tinue
to broaden its scope and direc-tion, the Members Quarterly will
remain a member's newsletter written by and for the membership. I feel
confident that we made the right de-cision. Into the future we go.