AMMSA celebrates 25 years of communication

When the Aboriginal Multi-Media Society came into being under the Alberta Societies Act in 1983, it was formed to be a communications society committed to serving the needs of the Aboriginal people of northern Alberta with Windspeaker, a monthly newspaper.
Today it is the model for Aboriginal communications throughout North America and can tell a remarkable story of survival and growth which is unprecedented in the industry, with a network of national and provincial newspapers stretching across Canada and an ever-expanding radio broadcast audience.
Bert Crowfoot has been there since AMMSA's first beginnings in1983.
"I was working with the Native People newspaper in 1982 when it lost its funding. We incorporated the society in January 1983 and made a proposal to the secretary of state in the federal Native Secretariat office. We had the staff and the skills so we were accepted. A board of directors was formed who were knowledgeable and anxious to work with us, and when we were given approval in March, we were ready to go and produced our first issue in a week," said Crowfoot, publisher and chief executive officer.
Using borrowed equipment and office space, the fledgling publication joined other multi-media organizations across Canada in bringing news to Aboriginal people.
Eventually rented space was acquired in central Edmonton, and after three years a building was purchased in the west end which became home for the next 17 years of outstanding growth. Five years ago, larger accommodations were acquired at the present location of 13245 ­ 146th Street where 30 staff and a battery of freelance writers keep the news coming in.
In 1985 there was a Northern Native Access Broadcast Program which helped organizations branch out into radio transmission.
"We set up CFWE in Lac la Biche when the former police station became available and renovated the cells to become radio booths," he recounts.
In 1990, the federal government cut the Native Communications Program, giving the publications six weeks to secure alternative funding. "There was a lot of lobbying, and the funding was eventually extended for another three months, but nine out of 11 newspapers ceased to exist," he said.
AMMSA survived by immediately cutting staff numbers in half, and cutting back from a weekly to a monthly.
"In 1987 we had held a retreat with board and staff members where we'd set ourselves on a path to become self-sufficient in five years, so when the federal funding disappeared, we were already three years into our plans, and that helped to carry us through the transition," he said adding that it was a time to pursue the dream of having an Aboriginal publication that was both financially and politically independent.
With the demise of the other publications, the time seemed right to launch Windspeaker as a national publication in 1993, and create a provincial paper for Alberta called Sweetgrass. Saskatchewan Sage followed in 1996, Raven's Eye began publishing in British Columbia and the Yukon in 1997, and Birchbark premiered in Ontario in 2002. A quarterly business magazine was created a few years ago as well.
"We were going to expand into Manitoba, but it's already well covered by local publications," he added.
A Web site was launched that continues to evolve and expand as well, following an industry trend that sees more publications going to an online version in addition to print.
In the meantime, the radio satellite distribution was increasing. CFWE-FM expanded its hours of broadcasting from 12 to 24 hours a day with an audience of 2000 to 3000, to include 75 communities with over 100,000 listeners.
In 1993, it moved into the administrative offices in Edmonton. Along with several other Aboriginal communications societies in Canada, it shares programs, music, culture, and information, making it truly a national electronic link for the country's Aboriginal broadcasters.
"Plans are to begin broadcasting into Edmonton and Fort McMurray with the signal this year and we expect another 100,000 listeners, and Calgary will be added within a couple of years as well," said Crowfoot, noting that with the urbanization of more and more Aboriginal folks, it's important to have a presence in the major cities.
In the more remote areas of the province the station truly is the centre of the community, with friends and family gathering to play radio bingo as a social event, and listeners learning about local events and news from around Indian country.
"The bingo brings in revenue every year which we reinvest in distribution," says Crowfoot. "We have a 100,000 watt transmitter in the St. Paul area which carries the signal over 200 kilometres as well as other smaller ones in other areas of the province. We plan to install stronger transmitters in some areas which are now only getting coverage in small communities."
A recent pilot project has launched AMMSA into television as well. "It's called Quest of Buffalo Spirit, and it's four one-half hour segments. Well-known film maker and director Marie Burke did an awesome job of the production and the programs will be shown in the near future," he said. "We're touching on some pretty sensitive areas as it addresses preserving culture with modern technology. Initial showings to young people have been positive."
Crowfoot credits the remarkable staff which has been a part of AMMSA over its 25 years as being part of its success. "They've all left their mark on the organization and I'd like to acknowledge their contribution. We have been able to get more done with less staff, and they're all great people. Many of our present employees have been with us for several years," he said.
He also credits his volunteer board of directors with guiding the organization to its present successful status.
"Most of them have also been with us since almost the beginning. They are dedicated and loyal and they let management go and do the work, but they support us wholly and give us the freedom we need," he added.
Today, AMMSA looks ahead to an exciting future, with expansion plans giving it a feeling of revitalization and rejuvenation, concludes Crowfoot. "I see nothing but great things for us for the next 25 years."
For more about AMMSA and its publications go to www.ammsa.com