ammsa history and organization leading aboriginal communicator in canada and north america.   AMMSA's Organizational History AMMSA's Mission | AMMSA | Windspeaker | CFWE Radio | | Raven's Eye | Ontario Birchbark | | Alberta Sweetgrass | Saskatchewan Sage | The Aboriginal Multi-Media Society is an Aboriginal communications society dedicated to serving the needs of Aboriginal people throughout Canada. Incorporated in 1983 under the Alberta Societies Act, the Aboriginal Multi-Media Society has survived and flourished where others have faltered. The Society has steadfastly maintained its commitment to the quality of its products and its people. AMMSA has served as the model for Aboriginal communications societies and organizations not only in Canada, but throughout North America. A leader in communications, AMMSA has taken up the challenge and has provided training, support, and encouragement for other Aboriginal groups, communities, and societies wishing to establish their own communications facilities. AMMSA presently publishes or operates the following divisions: Windspeaker - Canada's National Aboriginal News Source CFWE-FM - The Native Perspective Alberta Sweetgrass - Alberta's Aboriginal Publication Saskatchewan Sage - Saskatchewan's Aboriginal Publication Raven's Eye - British Columbia & Yukon's Aboriginal Publication Ontario Birchbark - Ontario's Aboriginal Publication 1983 -------------------------- A monthly publication first published in 1983, Windspeaker was intended to serve the Aboriginal people of northern Alberta. In the years that followed, Windspeaker expanded and developed its circulation base and readership to the point where in 1993, on its 10th anniversary, it refocused its editorial coverage and repositioned itself to become Canada's first and only provider of national Aboriginal news, information and opinion. It was a tremendous leap of faith and required a substancial shift in strategy and a major realignment of critical resources. 1990 -------------------------- With a 100 per cent cut in federal funding in 1990, nine of the 11 Aboriginal publications across Canada included in the now defunct Native Communications Program closed their doors. Windspeaker was the only publication west of Ontario to survive the federal cuts and was challenged to fill the void created by the demise of these other publications. 1993 -------------------------- "This was an excellent window of opportunity for us and Windspeaker took up the challenge. Our goal was to provide news, information and views from a national perspective in a way that would complement the work of other Aboriginal media, which typically served a much more local community," said Crowfoot . "Back in 1993 we put our faith in our staff to transform Windspeaker into a national forum that would be supported by readers through subscriptions and, in time, by advertisers. " The formula has worked very well. After years of cost-cutting with the elimination of government funding, AMMSA and Windspeaker are undergoing expansion and growth. "One of our organization's philosophies is to turn stumbling blocks into stepping stones. We saw the elimination of government funding, both provincial and federal, as a wake up call to pursue the dream of having an Aboriginal publication that was both financially and politically independent. We focused on developing a product that would attract a loyal readership," said Crowfoot. Growth -------------------------- Since Windspeaker's national launch, AMMSA has developed three additional publications to serve the needs of Aboriginal people throughout western Canada. Alberta Sweetgrass was launched in December 1993 to serve the Aboriginal communities of Alberta. This was followed by Saskatchewan Sage in October 1996, Raven's Eye, launched in May, 1997 to serve Aboriginal readers throughout British Columbia and Yukon and, most recently, Ontario Birchbark to serve Aboriginal readers in Ontario. AMMSA also owns and operates CFWE-FM radio, Alberta's first and most extensive Aboriginal broadcaster. Currently serving 54 Alberta Aboriginal communities via satellite, an extensive and ambitious expansion plan has been developed to broadcast CFWE throughout southern Alberta. As we continue to increase the signal coverage area, our plan is to include every First Nation and Métis Settlement in Alberta. Not an organization to shy away from new technology, AMMSA has also developed a comprehensive web site to showcase its various services, publications, news and entertainment online. The Future --------------------------   Windspeaker - Canada's National Aboriginal News Source Windspeaker, Canada's National Aboriginal News Source is a magazine owned and operated by the Aboriginal Multi-Media Society (AMMSA)which serves Aboriginal and non-Aboriginal readers throughout Canada. As Windspeaker prepares to celebrate its 18th year of publishing, it is firm in its commitment to maintain a current, relevant, objective and independent viewpoint while reporting news, and providing information, current affairs and entertainment features with the utmost accuracy. Windspeaker, since its inception, has strived to achieve and maintain the highest journalistic standards and ethics. This determination has been rewarded with recognition and numerous awards for journalistic quality and achievement. Windspeaker regularly receives acclaim from its peers in the Aboriginal media as well as having received an award for best investigative reporting from the Canadian Journalists Association. Windspeaker magazine is published 12 times each year. Present national circulation has reached more than 25,000 with a readership in excess of 140,000. Alberta Sweetgrass - Alberta's Aboriginal Publication AMMSA also publishes Alberta Sweetgrass, which serves the Aboriginal people and their communities throughout Alberta. Alberta Sweetgrass has been published monthly since 1993 and has grown to be Alberta's most widely circulated Aboriginal publication. Current circulation is more than 7,100 per month. Alberta Sweetgrass's community focus and grassroots appeal has made it extremely popular with rural Aboriginal readers. CFWE-FM - The Native Perspective In 1986, AMMSA established CFWE-FM, a radio station located in Edmonton for broadcast through a satellite network to 48 communities and settlements throughout northern Alberta (and across North America via satellite). One word that may be used to classify CFWE's programming may be "diversified". Programs broadcast on CFWE may be grouped under such general classifications as: Music, Arts, Ethnic Programs, Public Affairs and News. Within these areas the focus has been primarily to offer alternative radio to that offered by mainstream radio stations, broadcast services and publications. On August 31, 1987 CFWE-FM made its initial broadcast as a community radio station in the town of Lac La Biche and broadcast for a total of 12 hours per day. This broadcast time eventually grew to 24 hours per day as of June of 1989. In June 1993, CFWE moved its studios and staff to AMMSA's administrative offices in Edmonton. CFWE-FM along with several other Aboriginal Communications Societies have established Canada's Aboriginal Radio Network which enable member stations to share each others resources via satellite. Programs, information, music, and culture are shared between members making the network truly a national electronic link for Canada's Aboriginal broadcasters. Saskatchewan Sage - Saskatchewan's Aboriginal Publication In October, 1996 AMMSA launched Saskatchewan Sage, a publication designed specifically to serve the Aboriginal people of Saskatchewan. Saskatchewan Sage is published monthly and already boasts of a monthly circulation of more than 7,100 . Saskatchewan Sage is about sharing the common Aboriginal experience ­ be our readers Metis, First Nations or non-status. Where other publications have been exclusive, Saskatchewan Sage will serve as a uniting force for Aboriginal people of the province. Saskatchewan Sage's community focus and grassroots appeal will make it extremely popular with Aboriginal readers. The enthusiasm which has greeted Saskatchewan Sage confirms our vision for an Aboriginal publication for the people of Saskatchewan. Raven's Eye - BC and Yukon's Aboriginal Publication In May, 1997 AMMSA launched a publication published specifically for the Aboriginal people of British Columbia and Yukon. Raven's Eye is published monthly and boasts an initial monthly circulation of not less than 6,000 . Raven's Eye is about sharing the common Aboriginal experience ­ be our readers Metis, First Nations or non-status be they located on the BC coast in the BC interior or in the north. Where other publications have served only a selected portion of British Columbia, Raven's Eye will serve as a uniting force for all Aboriginal people to showcase their issues throughout the province. It has been Raven's Eye commitment to the community and grassroots focus which has already made the publication extremely popular with Aboriginal readers. Ontario Birchbark - Ontario's Aboriginal Publication In January 2002 AMMSA launched Ontario Birchbark, a publication to serve the Aboriginal people of Ontario.Ontario Birchbark is published monthly with a monthly circulation of more than 5,000 . Ontario Birchbark is about sharing the common Aboriginal experience be our readers Métis, First Nations or non-status and be they from the north, south, urban or rural. Where other publications have been exclusive, Ontario Birchbark will be inclusive and will serve as a uniting force for Aboriginal people throughout the province. Ontario Birchbark's community focus and grassroots appeal will make it extremely popular with Aboriginal readers.