Ten years after an ownership change in 1998, Indian Country Today (“ICT”) has become a national information source on American Indian people and issues – a voice for and about Indian people -- that is produced by Indian people themselves. This was the essential goal when the paper was purchased, and one that 10 years of management has strengthened.

Purchased in December 1998 by the Oneida Indian Nation, the paper has been operated since by Four Directions Media, Inc., a division of Oneida Nation enterprises.

Its purchase by the Oneidas was motivated by the belief that accurate information would help alleviate what Oneida Nation Representative and CEO Ray Halbritter, called in 1998 “a mass confusion and misunderstanding about Indian people that is developing in this country.” Halbritter noted that a critical objective for the newspaper would be to “be in a position to help make sure that non-Indian people and people who make decisions in this country have the best information about Indian people.
I think it is critical that Indian people be heard,” he added.

In 1998, the regional newspaper was covering news of the Dakota Plains. It since has become
a major national voice in Indian Country journalism. Its unique news product is marketed to leaders and decision makers (both Indian and non-Indian) as well as general-interest readers. The newspaper serves as an essential tool for those in need of an accurate, trusted source of news and information about Indian issues, as well as a contemporary publication reflecting Indian voices, thoughts, and activities. Its content has produced a steady string of national journalism association accolades.

Importantly, the original goal of having Indian voices report and record news of Indian Country still is fulfilled. In 2008, its publisher remains Ray Halbritter, Oneida Nation Representative and CEO; senior editor is Duane Champagne (Turtle Band of Chippewa), author and UCLA Native Nations Law and Policy Center advisor and academic; editorial page editor is Randi Rourke (Mohawk); and special news programs host and producer is Ray Cook (Mohawk).

Among other changes of the last 10 years:

- The paper moved from Rapid City, South Dakota, to new headquarters in Central New York State.

- In a thorough modernization, all-new computer and graphics systems were installed.

- The paper’s coverage capabilities grew markedly through an expanded network of correspondents. A geographically widened group of writers works from remote locations throughout the country and Canada, and submits copy via e-mail.

- The number, range, and diversity of contemporary Indian thinkers contributing to opinion pages have expanded as well. Many noted American Indian academics, attorneys, advocates, and others Indian Country voices are regular guest contributors.

- For its high-quality editorial product, as well as its attractive appearance, ICT has won repeated national industry acclaim:

o From the Native American Journalists Association, nine awards in 2004 and six in 2005, including honors for general excellence and layout and design; in 2008, an award for the best online visual graphic, best editorial, and best daily/weekly categories.

o A 2007 award from the Utne Readers Independent Press for general excellence, citing editorial writing and layout.

- Advertising and circulation numbers and revenues were strengthened through concerted initiatives. National advertisers were signed on; ad options increased from newsprint only to include an array of glossy magazines and online classified, display ads and sponsorships. Annual advertising revenues have increased about two-fold.

- ICT has broadened its editorial product offerings to a large degree. For several years, only the paper itself and one newsprint-style magazine was published. Now, ICT produces:
o 5 glossy magazines (on Indian Pow-Wows, Education, Indian Gaming, Destinations, and Business)annually
o Weekly and monthly special programs, delivered by podcast, including “Indian Country Headline News,” “Indian Country Washington Review,” and “Indian Country In-Depth.” Eight Native radio stations have licensed the shows for broadcast
o CDs of archived news
o A book (2005, Fulcrum Publishers), “America Is Indian Country: Opinions and Perspectives from Indian Country Today,” featuring 100 best editorials, 2000-2004.
o Monthly and quarterly broadsheet special sections are regular fare now.

- Readership has increased significantly. Combined readership has more than doubled in 10 years. Readers still can receive weekly newsprint copies, though online subscriptions have increased dramatically, and the electronic medium has boosted ICT’s reach. The site (www.indiancountrytoday.com) gets about 20,000 unique visitors per week, with page views averaging 155,000 per week.

While the newspaper industry has undergone significant change and turmoil over the past several years, Indian Country Today is poised to take advantage of newly developing technologies; to weather and flex with industry twists and turns; to adapt to changing reader habits; and to find new ways to maintain its journalistic mission. In its 10-year journey, the paper has grown in breadth, scope, and depth of operations, and now looks to the future with optimism for more growth, more change, and more success.