Softalk

Softalk (ISSN 0724-9629) was a magazine of the early 1980s that focused on the Apple II computer. Published from 1980 through 1984, it featured articles about hardware and software connected with the Apple platform and the people and companies who made them. Unlike other computer magazines that generally focused on a specific, narrow subject matter or market segment (e.g., business applications, games, or professional programming), "Softalk" gave broad coverage to all parts of the Apple world of the time, from programming tips to game playing, from business to home use, including computing as an industry, a hobby, a tool, a toy, and a culture. On occasion it even ran fiction. As a result, it developed a loyal fan following.

Another characteristic of the magazine was a playful, insider-like voice. The experts in those early days seemed to chat in their own relaxed language about the techniques and elements of their world. Bert Kersey, of the small, homey Beagle Bros software company, was one columnist; as were Doug Carlston, co-founder of Broderbund software; Mark Pelczarski, founder of Penguin Software; and Bill Budge, creator of MacPaint and many early games and breakthroughs at Apple itself.

A regular feature was a monthly chart of the most popular software in various categories, which was the Apple community's equivalent of the "Billboard" charts for pop music. Unlike most such bestseller lists, which report shipment from warehouses, not sales, Softalk's bestseller numbers were drawn from polling retail sales in computer stores throughout the world. There were also contests encouraging the participation of readers. Originally, "Softalk" was sent free to all registered Apple owners, but later it required paid subscription after one free year. Softalk underwent rapid expansion in its early history, with issues getting very thick (largely from advertising), but an industry slump in 1984 caught Softalk with too much unrealized revenues against heavy printing costs, which overtaxed its undercapitalized status. Rather than take the unprofessional path of erratic publication, the Softalk board chose to cease publication. In its 48 influential months, the original Softalk's readership grew from 30,000 names loaned by Apple Computer to 250,000 readers; in its third and fourth years, Softalk achieved a place on the Folio 400 list of the nation's largest magazines.

When the IBM PC came on the market, Softalk Publishing was on the spot with "'Softalk for the IBM PC."' And with the advent of the Apple Macintosh, Softalk Publishing launched an edition for the Mac, named Softalk Mac, written as "ST. Mac". For a few years Softalk Publishing published a magazine begun by OnLine Systems (later Sierra-OnLine and Sierra Software). This small magazine had a double life as a gentle industry lampoon as well as covering the gamut of computer games ("Softline," renamed to "ST. Game" for its final issue).

The startup capital for Softalk came from the money one of its founders, Margot Comstock, had won on the game show "Password," along with a generous early contribution from John Haller.

Softalk, along with founder/editor Margot Comstock and founder/publisher Al Tommervik are named as pioneers of the microcomputer industry in the Smithsonian Institution. The disk magazine "Softdisk" was originally partly owned by Softalk, and survived on its own.