COMMUNITY
AMA History Spotlight:
A Century of Print
A look back at the evolution of sharing education and advocacy.
By Allison Bench
From our earliest days, staying connected to members has been at the heart of the Alberta Motor Association (AMA). And that’s why for over a century AMA has proudly published a magazine — in one form or another — to share the roads we’ve built, the challenges we’ve overcome together and the countless ways Albertans have helped shape this province.
This legacy began even before AMA was officially formed. The Edmonton Automobile and Good Roads Association was already printing Good Roads Magazine. Known as “the official organ of the Association,” it was valued for keeping members up to date on advocacy and road improvements.
When the Edmonton auto club joined forces with its counterpart in Calgary to officially form the Alberta Motor Association in 1926, AMA adopted Good Roads as its member magazine. That decision began a publishing tradition that has evolved over the decades, always staying true to its original purpose: keeping AMA connected to our members.
Good Roads
Rooted in advocacy during a time when Alberta’s roads were in a period of intense growth and development, Good Roads Magazine shared motorist tips, road conditions and construction updates that mattered deeply to a province still finding its footing. From articles on road tarring to advocacy for completing the highway to Jasper, this magazine reflected AMA’s early role as both a voice for motorists and a partner in Alberta’s progress.
Western Motordom
In the early ’30s, AMA briefly opted to join forces with other western auto clubs, jointly publishing Western Motordom for members of clubs in British Columbia, Alberta, Saskatchewan and Manitoba. This collaboration across provinces reflected a growing sense of regional connection, as motoring organizations expanded during the early 20th century. This shared-content format allowed for more feature-length stories and practical tips during these challenging years.
Voice of the Motordom
In 1934, AMA reverted to producing its own dedicated publication, and the Voice of the Motordom was born. Through the Great Depression, the Second World War and the postwar boom, this newspaper-style magazine kept members informed during times of profound change. Voice of the Motordom was hyper-focused on Alberta issues and AMA news — things like new centre openings and provincial licensing changes — and served as a thread of reliable connection for members.
Alberta Motorist
Returning to a magazine-style format, Alberta Motorist saw editorial content broaden once again, with a sharp increase in articles on travel, lifestyle and consumer resources following AMA’s official launch of its own travel agency in 1962. This evolution laid the groundwork for the AMA Insider we know today. It continued to cover Alberta’s growing motorist culture while still looking outward as members increasingly explored the world.
Alberta Magazine
The early eighties marked a period of experimentation for AMA’s magazine. With Alberta Magazine, a more lifestyle-heavy format was tested, featuring stories on touring the province, ski culture and events happening in the region, alongside a short “Alberta Motorist” section that shared AMA news. While the format celebrated Albertans’ passion for their province, it became clear that members were still looking for a stronger connection to motoring and AMA-specific content.
Westworld
Building on the lessons of Alberta Magazine, AMA moved forward with the goal of producing a rich lifestyle and travel magazine that seamlessly integrated motoring and member-focused content. After connecting with the team behind the British Columbia Automobile Association’s Westworld magazine, AMA once again decided to collaborate on a shared content approach. Westworld magazine benefited from its new multi-region team and was able to offer articles on a variety of travel and lifestyle topics, as well as automobile and membership tips. For three decades, it struck a balance that resonated with readers and became a familiar presence in Alberta homes.
AMA Insider
AMA’s current member magazine builds on the legacy of everything that came before it. AMA Insider was launched to meet evolving reader expectations, becoming the first AMA publication to offer both a digital and print version of the magazine. A 2022 redesign saw renewed focus on feature storytelling, placing greater emphasis on showcasing our members as well as AMA’s advocacy and corporate purpose work. AMA Insider explores the issues that matter most, while celebrating the individuals and communities that make this province home. AMA Insider is the only CAA-affiliated club publication that’s still produced as a print magazine.
From Good Roads to AMA Insider, each version of AMA’s magazine has been a snapshot of its time. Together, they tell a larger story of a changing province and a growing AMA, but also of Alberta’s generations, connected by a shared commitment to helping each other travel safely and confidently. AMA
Good Roads
Rooted in advocacy during a time when Alberta’s roads were in a period of intense growth and development, Good Roads Magazine shared motorist tips, road conditions and construction updates that mattered deeply to a province still finding its footing. From articles on road tarring to advocacy for completing the highway to Jasper, this magazine reflected AMA’s early role as both a voice for motorists and a partner in Alberta’s progress.
Western Motordom
In the early 30s, AMA briefly opted to join forces with other western auto clubs, jointly publishing Western Motordom for members of clubs in British Columbia, Alberta, Saskatchewan and Manitoba. This collaboration across provinces reflected a growing sense of regional connection, as motoring organizations expanded during the early 20th century. This shared-content format allowed for more feature-length stories and practical tips during these challenging years.
Voice of the Motordom
In 1934, AMA reverted to producing its own dedicated publication, and the Voice of the Motordom was born. Through the Great Depression, the Second World War and the postwar boom, this newspaper-style magazine kept members informed during times of profound change. Voice of the Motordom was hyper-focused on Alberta issues and AMA news — things like new centre openings and provincial licensing changes — and served as a thread of reliable connection for members.
Alberta Motorist
Returning to a magazine-style format, Alberta Motorist saw editorial content broaden once again, with a sharp increase in articles on travel, lifestyle and consumer resources following AMA’s official launch of its own travel agency in 1962. This evolution laid the groundwork for the AMA Insider we know today. It continued to cover Alberta’s growing motorist culture while still looking outward as members increasingly explored the world.
Alberta Magazine
The early eighties marked a period of experimentation for AMA’s magazine. With Alberta Magazine, a more lifestyle-heavy format was tested, featuring stories on touring the province, ski culture and events happening in the region, alongside a short “Alberta Motorist” section that shared AMA news. While the format celebrated Albertans’ passion for their province, it became clear that members were still looking for a stronger connection to motoring and AMA-specific content.
Westworld
Building on the lessons of Alberta Magazine, AMA moved forward with the goal of producing a rich lifestyle and travel magazine that seamlessly integrated motoring and member-focused content. After connecting with the team behind the British Columbia Automobile Association’s Westworld magazine, AMA once again decided to collaborate on a shared content approach. Westworld magazine benefited from its new multi-region team and was able to offer articles on a variety of travel and lifestyle topics, as well as automobile and membership tips. For three decades, it struck a balance that resonated with readers and became a familiar presence in Alberta homes.
AMA Insider
AMA’s current member magazine builds on the legacy of everything that came before it. AMA Insider was launched to meet evolving reader expectations, becoming the first AMA publication to offer both a digital and print version of the magazine. A 2022 redesign saw renewed focus on feature storytelling, placing greater emphasis on showcasing our members as well as AMA’s advocacy and corporate purpose work. AMA Insider explores the issues that matter most, while celebrating the individuals and communities that make this province home. AMA Insider is the only CAA-affiliated club publication that's still produced as a print magazine..