APPLE II HISTORY
================

Compiled and written by Steven Weyhrich
(C) Copyright 1992, Zonker Software

(PART 20 -- MAGAZINES)
[v1.2 :: 10 Feb 94]


INFORMATION AND COMMUNITY

	From the earliest days that Apple II user groups have sprung up, there have been 
newsletters shared within (and often between) these groups, providing hints and tips on how to 
make the best use of this computer.  Some of these user groups eventually turned their 
newsletters into nationally distributed publications, sharing the information on even a wider 
scale.  Nationally distributed magazines that dealt with computers began to run regular columns 
and special articles that dealt with the Apple II, while other magazines began with the purpose 
of serving the Apple II community exclusively.  This segment of the History will take a look at 
some of the publications that have grown (and sometimes failed) during the age of the Apple II.  
I will be concentrating on those that were either exclusive to the Apple II or that dealt 
heavily with it.


Micro (1977-1985)

	Micro began with the October/November 1977 issue, and covered the 6502 microprocessor (and 
later the 6809) in all the various computers that used it, including the KIM-1, the AIM-65, the 
C1P, Commodore's PET, the Ohio Scientific, the Atari 800, and, of course, the Apple II.  It was 
an excellent source for machine level code for the 6502, eventually including more and more 
articles that applied specifically to the Apple II.  Many general-purpose machine language 
articles appeared in its pages, such as "Improved nth Precision" (code optimization for the 
6502), "Precision Programming", and "Computer Assisted Translation Of Programs From 6502 to 
6809".  They also carried do-it-yourself hardware articles, such as "C1P To Epson MX-80 Printer 
Interface", "PET/CBM IEEE 448 To Parallel Printer Interface", and "Apple II Digital Storage 
Oscilloscope".  

	Micro tended to use each issue for a particular theme, starting out with articles that 
concentrated on a particular brand of computer per issue, and later expanding to topics that 
applied to several computers (such as printers, games, and languages).  The articles presented 
were usually technical in nature and could be very useful for the advanced Apple programmer.<1>

	One feature that was unique to this magazine was the "Micro 6502 Bibliography", which 
presented a reference to many different computer publications and the topics these magazines 
covered that were specifically important to programming the 6502.  Also, the magazine's cover 
was unique, giving the impression of looking out from the inside of a computer monitor, over 
the keyboard to the room beyond.  Graphics on the screen would be reversed, since it was 
supposed to be a reverse view.


Call-A.P.P.L.E. (1978-1989)

	This magazine began in February 1978 as a newsletter for a newly formed Apple II user 
group in Seattle, Washington.  This group, which called itself the Apple Pugetsound Program 
Library Exchange (A.P.P.L.E.) was begun by several early Apple II owners in the area.  They 
began a newsletter, Call-A.P.P.L.E., and under the leadership of its founder and editor, Val J. 
Golding, it grew to become a full magazine by 1979, and its boundaries spread well beyond the 
Seattle area.  As pioneers in the era of Apple II exploration and expansion, the group's 
members and magazine subscribers discovered and published many hints, tips, and programming 
techniques necessary to the early Apple II community.  Their major thrust, as with user groups 
today, came from assisting members in getting their systems to work.  This covered anything 
from establishing communication between a computer and the newest low-cost printer, to the nuts 
and bolts of adding memory chips to get a full 48K.  Call-A.P.P.L.E. also informed its readers 
with reviews of new software and programming languages, and entertained them with short Integer 
BASIC and Applesoft programs that did strange or unexpected things (in a recurring feature 
entitled, "So What Did You Expect?")  They also served their members by scheduling guest 
speakers for the group meetings, and printing a summary of the meeting in the magazine.  Their 
early speakers included notables such as Mike Scott (president of Apple Computer), Randy 
Wigginton, and Steve Wozniak.

	By 1980, Call-A.P.P.L.E. had become a full magazine published on slick paper, and it 
carried advertising by some of the new software and hardware companies.  Their articles became 
more complex, dealing with topics such as "Moving DOS 3.3 To The Language Card", and "Applesoft 
Internal Structure", as well as various hardware or construction articles.

	The year 1984 saw many changes for Call-A.P.P.L.E.  The front cover had previously been 
white, with the title logo at the top, followed by a list of major articles.  Beginning with 
the January issue, the cover was now graced with color artwork, and a subtitle was included 
under the logo: "The World's Largest Apple User Group".  In April, Val Golding stepped down as 
editor, handing that position over to Kathryn Halgrimson Suther.  She had been working with him 
on production of the magazine since he hired her back in 1980, and was best qualified for the 
position.  And finally, in September 1984 the membership voted to change their organization to 
a co-operative, officially named A.P.P.L.E. Co-op, to help improve their efficiency and allow 
them, under Washington state law, to continue expanding services in as inexpensive a manner as 
possible.  Previously selling software written primarily by members, they now began to carry 
outside software and hardware items considered useful to their members.

	A.P.P.L.E. also advanced the cause of providing useful technical information to Apple II 
(and Lisa and Macintosh) programmers by helping with the formation of APDA (Apple Programmers 
And Developers Association) in September of 1987.  Through a membership in this Apple-sponsored 
group, a programmer could obtain up-to-date tech notes and preliminary material directly from 
Apple, to aid in the refinement of his project.  (Apple later took APDA back under its own 
control in December 1988).

	Another change for the magazine occurred beginning in June 1988.  The cover artwork was 
toned down, and the thrust of Call-A.P.P.L.E. changed as it become more of a technical journal 
than the "hint and tip" magazine it had originally been.  Again the cover listed the major 
features for that issue, but in a smaller typeface than in the old days.  Articles were now 
much more complex, consistent with the increase in complexity found in the new Apple IIGS.  
This was also reflected in the subtitle now found under the logo on the front cover: "The 
Magazine For The Advanced Apple IIGS And Apple II User".  Topics covered included a series by 
Mike Westerfield about "Programming On The GS With APW" (he was the author of the ORCA/M 
assembler used in the official Apple Programmer's Workshop on the IIGS), "NDAs 101" and "NDAs 
102" (Tim Swihart writing about writing New Desk Accessories), and "A Powerful Graphics And 
Sound Trio" (utilities to allow use of super hi-res graphics and GS sound from Applesoft 
BASIC).

	Even more significant in 1988 was the change in the name of the sponsoring group.  In her 
monthly editorial in December of that year, Kathryn Suther wrote, "Sorry, Val, but the Co-op is 
undergoing a name change.  Apple Computer, Inc., doesn't seem to appreciate the word Apple in 
our name with or without the periods.  Rather than having to license the name back from them, 
we opted to change the name of the co-op to TechAlliance, a computer cooperative."<2>  
(Fortunately, they were not apparently required by Apple to change the title of the magazine).  
The members felt that this name more accurately reflected what the organization was doing; 
support, technical journals, and access to products and information.  They also laid plans for 
a journal aimed at Macintosh programmers, called "MacTech Quarterly".  

	With declining Apple II sales in the late 1980's, it was becoming harder for TechAlliance 
to put out the type of magazine they wanted as a monthly publication.  Part way through 1989, 
the decision was made to switch to a quarterly printing schedule to allow it to stay in print.  
However, with the ninth issue of that year they had to announce that they were ceasing 
publication.  With the passing of Call-A.P.P.L.E. came the passing of an era.  Val Golding 
wrote to A2-Central's Tom Weishaar about it:  "The 12-year illumination of Call-A.P.P.L.E.'s 
guiding light is about to be extinguished.  The next issue will be the last.  'Call' was my 
baby and I loved it very much, even these last several years when I didn't play a direct role.  
It is, after all, like a death in the family."  He went on to mention that he believed that 
their research into Applesoft internals and the use of its ampersand command made it possible 
for the appearance of more advanced programs earlier than would have been possible otherwise.  
He included a copy of his guest editorial from that final issue, reprinted in the pages of A2-
Central in January 1990:


The Editor Bytes Back
Val J. Golding, editor emeritus
Full Circle

	Perhaps I've lived in a private dream world all this time, where visions of ampersand 
faeries were real and 16K of RAM sufficed.  My 1978 world where, still wrapped in swaddling 
clothes, the infant Call-A.P.P.L.E., with wise men guiding, exploded upon the technological 
night sky--its contagious fountain of knowledge spreading like a Washington wildfire, a depth 
and rugged determination to share never before and never again to be seen.

	Volume 12, number Nine; there will be no Volume 13.  Words I thought would never be 
written blur my vision and scar the moist paper with ugly burn marks.  "Our last issue".  A 
doorway to another dimension has closed after 12 years.

	It would take pages to list our accomplishments and firsts, more still for our failures.  
But we stood proud while others perished.  And so it will be in the future, the Alliance 
remains to serve its members.

	None of it would have been possible without those brilliant pioneering researchers and 
authors, far too numerous to even consider thanking individually.  Virtually every Apple author 
writing today appeared first in these pages.  It isn't fair, however, to leave without at least 
expressing my gratitude to and admiration for Kathryn Halgrimson Suther, without whom we would 
not have survived thus far.  I love you, Ms. K.

	Still everything is O.K.  I wouldn't have missed it for anything.  "The moving finger, 
having writ, moves on..."<2>


SoftSide (1978-1984)

	SoftSide was a magazine about software, begun in October 1978 by Roger Robitaille.  It had 
a format similar to the early issues of Nibble, with articles and program listings to enter and 
try out.  A version that was specific to the Apple II began in January 1980, and lasted as a 
focussed publication until August 1980, when it combined with the other versions of SoftSide 
that were for the TRS-80, IBM-PC, and Atari computers.  The Apple edition was edited by Mark 
Pelczarski, who was also an Apple II game author and publisher.

	One problem some readers had with SoftSide was with their program listings; they were a 
copy of the printout from a dot matrix printer.  The dot matrix printers of the time were not 
as legible as they are now and by the time it was photographed and put into the magazine, it 
had become a bit illegible.  One reader commented, "After a short while of typing, you felt 
like you needed some of the 'coke bottle bottom' eye glasses!"<3>

	Like many computer publications of the time, SoftSide fell on hard times because of 
financial pressures and competition.  This came during their attempt in 1983 to increase their 
distribution and reach a larger audience of readers.  As a result, Robitaille made some efforts 
to reorganize the publication into a new magazine called SoftSide 2.0 (directed towards the 
computer user), and Code (for the programmer), with disk versions of both to be made available.  
Unfortunately, he was never able to get either concept fully established, and SoftSide 
disappeared from view.<4>


Apple Assembly Line (1980-1988)

	This was something more than a newsletter, but not quite a magazine.  It was edited and 
printed by Bob Sander-Cederlof, author of the SC-Assembler, and was written initially for 
support of that product.  It included information about how to write assembly language routines 
for various projects, and one of Sander-Cederlof's favorite pastimes was finding ways to 
squeeze the most code into the fewest bytes possible.  Often he would take sections of code 
from Apple's system software, disassemble it, and point out how it could have been coded more 
tightly or efficiently.  He also included various products that he or others had written that 
were useful for other programmers, including a package of extensions for Applesoft that allowed 
18 digit precision math functions.

	In 1993, the Apple II Programmer's Roundtable (A2Pro) on GEnie was given permission by Bob 
Sander-Cederlof to upload the complete text and source code for every issue of Apple Assembly 
Line that was ever produced.  Matt Deatherage, chief Sysop for that roundtable, took on the 
laborious task of converting all of the old DOS 3.3 and hybrid DOS 3.3/ProDOS disks provided by 
Sander-Cederlof.  Deatherage had to convert all of the old files into a format that was 
accessible under ProDOS (which you may recall has a more limited file-naming system than did 
DOS 3.3).  Also, he had to locate and organize all of the various source files pertinent to a 
particular issue of the newsletter from the various disks that Sander-Cederlof had previously 
made available to his subscribers.  After compiling all of the information, Deatherage then 
created individual archives for each issue and uploaded them to the A2Pro library.  They are 
there available on an exclusive basis, as permission for uploading them to any other online 
service or BBS was NOT granted.


Nibble (1980-1992)

	Begun in his living room in January 1980 by Mike Harvey, Nibble survived longer than most 
Apple II magazines.  His original advertisement for the magazine stated:


NIBBLE is an unusual Newsletter for Apple II owners.  Each Issue will follow a major 
theme...such as:

	* DATA BASE MANAGEMENT
	* PROGRAMS FOR THE HOME
	* TEXT PROCESSING
	* COMPUTING FOR KIDS
	* SMALL BUSINESS JOBS
	* GAMES AND GRAPHICS
	* PRACTICAL PASCAL
	* etc.

Significant programs will be in each issue, surrounded by articles which show how to USE the 
programming ideas in your OWN programs.

Examples of Upcoming Articles...

	* Building A Numeric Keypad
	* Home Credit Card Management
	* LORES Shape Writing
	* Designing Games That Last
	* Arcade Shooting Gallery
	* Random #'s in Assy. Lang.
	* HIRES Weaving Design

And many many more.  NIBBLE will literally "Nibble Away" at the mysteries of the Apple II to 
help Beginning and Advanced Programmers, Small Businessmen, and the Whole Family enjoy and USE 
the Apple MORE!

It costs a paltry $15.00 for 8 Issues!  It will invite and publish user ideas and programs.  
DON'T WAIT!  Send your check or money order right now, to receive the January issue!  Mail to:

	S.P.A.R.C.
	P.O. Box  [number missing]
	Lincoln, Mass. 01773

Software Publishing And Research Co.<5>


	Mike worked carefully to make sure that he was not under the pressure of banks or 
investors, and so worked out of his own savings, running the company on a "pay as you go" 
basis.  He printed enough of the first issue, 42 pages long in black and white, to mail to the 
few who responded to his ad, and the rest were sent free of charge to Apple dealers to make 
them aware of Nibble's existence.  Their initial schedule was for eight issues per year, which 
was what he could afford to put out.  By mid 1981 the magazine had grown to the point where 
Harvey could quit his regular job (president of a subsidiary of Exxon Enterprises) and work 
full-time as publisher of Nibble.<5>,<6>  His editorials over the years covered many topics 
that were helpful for small businesses, giving advice that would help them survive in good 
times and bad.  He certainly took his own advice; although Nibble expanded to the point where 
it went to a monthly schedule (around 1984) and was printed as a square-bound magazine, it had 
to reduce by 1990 back to a center-stapled format with fewer pages.  Eventually its newsstand 
distribution also had to be curtailed, and in the end it was available only by subscription.

	Nibble's articles covered a wide array of topics, from simple Applesoft and Integer BASIC 
programs, to complex assembly language applications, BASIC extensions, and games.  In its prime 
it also included a popular series called "Disassembly Lines", by contributing editor Sandy 
Mossberg, M.D.  In his series, Mossberg taught some of the tricks and techniques of assembly 
language by taking parts of DOS 3.3, and later BASIC.SYSTEM and PRODOS, and "disassembling" 
them into readable assembly source code.  This provided some insight into reasons why Apple's 
system programs worked the way they did, and made it possible to either modify them to fix 
bugs, or to incorporate the  programming techniques in other projects.  Mossberg later went on 
to delve into the Apple IIGS toolbox (built-in ROM routines).

	Nibble was a good place to learn how to write programs.  Their published listings were 
well commented, and the tricks used by the programmers who wrote their articles were available 
for all to see and learn.  Along with the various utilities they published were games (some 
that were very complicated, with long tables of hex bytes to enter).  They also included in 
later issues reviews of various commercial software products, and always made available disks 
containing all of the programs from a single issue of the magazine, for those who didn't want 
to enter by hand the programs.

	In April 1985 a section was added to the magazine called "Nibble Mac", to cover topics of 
interest to Macintosh users.  Later in 1985 this was split out and a separate publication 
(short-lived) with the same title was printed to concentrate on the Macintosh users.  Nibble 
also helped establish the concept of copyright protection on program listings printed in 
magazines.  This was important to Nibble, as they sold disks of their old programs to save 
readers the trouble of typing in by hand the long listings.

	With decreasing sales, a decision was made in 1991 to no longer supply Nibble to newsstand 
vendors and continue the magazine on a subscription-only basis.  The market for Apple II 
programming-oriented magazines continued to decline, and the July 1992 issue announced itself 
as the last one.  The balance of subscriptions were filled out through A2-Central.


Peelings II (1980-unknown)

	Started around August 1980, this magazine was devoted entirely to Apple II software 
reviews.<7>


Softalk (1980-1984)

	Softalk ... ah, this one was special.  Of all the magazines that have dealt with the 
Apple II since its release in 1977, none have been quite like Softalk.  Their first issue in 
September 1980 was 32 pages, including the cover which featured Darth Vader with the title, 
"Apple Helps The Empire Strike Back".  This first issue opened with the following introductory 
remark.  I reproduce it in its entirety here, because it highlights what I feel is the ideal in 
a computer magazine, and because the last two paragraphs are still very applicable today:


	Welcome to Softalk.  Whether you're a hobbyist or a businessperson, a programmer or a 
nonprogrammer, Softalk is designed for you, because each of you has chosen Apple for your 
computer; and so did we.

	Softalk is a feature magazine, intended to pique the curiosity and intrigue the intellect 
of everyone who owns an Apple.  In Softalk, you'll find articles about people who own and use 
Apples, some of them famous, some merely ingenious.  You'll find articles about issues--those 
most pertinent within the microcomputer industry, such as piracy, and those the microcomputer 
is helping to solve, such as unemployment among the handicapped.

	Softalk's regular columns will strive to keep you up with what's new in software and 
hardware and what's new in the companies that make software and hardware.  We'll also try to 
keep you informed of how the computer is making news, both in the United States and abroad, 
both seriously and lightly.

	Softalk is not a programming magazine.  Beginning in October, our programming columns will 
be intended as tutorials, offering running courses on how to program.  Although we believe that 
those of you who are seriously involved in programming will enjoy Softalk, for your programming 
applications we recommend that you seek out the excellent programming articles and tips in such 
magazines as Apple Orchard, Micro, Call-A.P.P.L.E., Creative Computing, and the many other fine 
magazines that address themselves to this aspect of computing.

	Fun is another feature of Softalk.  There will be puzzles, games, contests.  The prizes 
won't be huge, but they will be fun.  This month, you'll find a contest on page 2; later in the 
magazine lurks another puzzler.

	We encourage you to patronize our advertisers.  Those advertisers make it possible for you 
to receive Softalk.  And, further, we hope you'll support your local computer store.  A healthy 
retail sector is crucial to our industry on every level; it is to all our benefits to help our 
retailers prosper.

	I hope you share my enthusiasm for Apple and for the remarkable microcomputer industry, 
because, when you share it, you'll find yourself looking forward to the fast-coming future with 
excitement and optimistic anticipation.  If Softalk serves only to instill such a positive 
enthusiasm in you, it will be well worthwhile.<8>


	Oddly enough, Softalk owed its beginning to a television game show.  Margot Tommervik was 
a contestant on "Password", and with part of her winnings she purchased an Apple II computer.  
She was fascinated with the machine and what it allowed her to do.  When a local computer store 
offered a prize for the first person to solve On-Line's Mystery House adventure, she dove into 
it headlong and had it solved in twenty-four hours.  Later that year, she came across a 
publishing house that was trying to produce a magazine about software and wanted a partner.  
With the rest of her "Password" winnings, Margot and her husband Al agreed to do the magazine 
if they were allowed to determine its course and retain management control.  It would be as 
much a magazine for Apple II enthusiasts to enjoy as a platform for software publishers to 
display their wares.  Although it had the modest beginning of only 32 pages printed on 
newsprint stock, within a year there were over one hundred advertising pages in each issue.  It 
was an ideal arrangement:  The readers got a magazine that was specifically about their 
computer, and the software and hardware companies got a magazine with widespread distribution 
that could showcase their products to those readers.<9>

	Part of the uniqueness of Softalk was due to the way it did business.  Although it was a 
magazine that was available by mail or in computer stores (as were other computer magazines of 
the day), this one offered every Apple II owner a free six month subscription as a trial!  One 
only had to provide the serial number on the bottom of the computer, and you were in the club.  
And it felt like a club, almost a family, of fellow Apple II (and later, Apple III, Lisa, and 
Macintosh) enthusiasts.  This unusual method of providing a magazine lasted even until the 
final issue.

	Softalk carved its niche among the other Apple II magazines of the time by providing a 
variety of articles not available anywhere else.  Whereas Nibble was best known for its games 
and utilities, Call-A.P.P.L.E. for its technical information, and Apple Orchard for its focus 
on beginners and Apple user groups, Softalk concentrated on the Apple computer industry.  This 
included information about Apple Computer, Inc., as well as the many companies that provided 
software or hardware for the Apple II.  A monthly series called "Exec" (taken after the DOS 3.3 
disk command), profiled a company that made hardware or software for the Apple II, and gave 
some of the background about its products.  They carried reviews of many new releases each 
month, and provided news on a continuing basis about the companies making those products.  They 
also developed a monthly best-seller list for Apple II and III software, and used not the sales 
figures provided by the companies who marketed the programs, but rather the actual sales 
figures from the software and computer stores that sold them.  Their reason for doing it this 
way was to get a more accurate picture of what was selling, not just what was shipping.

	As time went by, Softalk expanded its coverage to include columns that dealt with specific 
programming areas on the Apple II, but chose to do so in a tutorial fashion, as they promised 
in their introduction article.  Roger Wagner started in October 1980 with a column called 
"Assembly Lines" that taught 6502 assembly language (he says that what he knew about 6502 
assembly was only about one month ahead of what the readers were learning<10>); Doug Carlston 
instructed users in the art of BASIC programming in "All About Applesoft"; Mark Pelczarski 
expounded on hi-res graphics techniques in "Graphically Speaking"; Taylor Pohlman (an Apple 
employee) wrote about the Apple III in "The Third Basic"; Jim Merritt (who also worked for 
Apple) championed Pascal in "The Pascal Path"; Greg Tibbetts delved into Apple CP/M in 
"Softcard Symposium"; and Bert Kersey and Tom Weishaar deciphered DOS 3.3 and ProDOS in 
"DOSTalk".  Other regular features included "Fastalk" (an annotated listing and description of 
current and classic software), "Marketalk News" (product release announcements) and "Marketalk 
Reviews" (detailed product reviews), "Tradetalk" (Apple industry news), "Hardtalk" (hardware 
projects or information), "Storytalk" (fiction, primarily computer related), and eventually a 
column called "Backtalk", which was a look back at older issues of Softalk itself (this began 
on the third anniversary of the magazine).  One unusual column, called "Open Discussion", was 
quite similar to the interaction on today's online information services.  They printed letters 
from readers that ranged from comments on previous articles to questions such as "How do I get 
Apple Writer to work with my printer?"  Rather than directly answering each question, Softalk 
often left it to readers to send in replies with help.  In its last year, Softalk did begin a 
column called "If Then Maybe", which actually took some of those technical questions and used 
some of its consulting writers (the "Softalk Sages") to answer them.

	Each month there was a new contest, usually involving a puzzle of some sort that might or 
might not require the use of a computer to help solve it.  The winners of the previous month's 
contests were awarded a credit towards $100 worth of products advertised in Softalk.  The 
puzzles were creative and unique.  One issue asked to have various shapes in a later part of 
the magazine identified (some that were obvious, such as a computer monitor, some less so, such 
as a hand phasor from Star Trek).  Another contest consisted of only lists of five character 
scrambled words; no clues, no instructions, no direction.  One month had a crossword puzzle 
with very obtuse clues.  One November issue featured tiny little "hi-res" turkeys scattered 
throughout the magazine; the goal was to correctly count all of them.  Some of the contests 
even allowed those entering to be creative; one asked entrants to write a short paragraph that 
might illustrate the use of an Apple computer by a fictional or non-fictional historical figure 
(an example being Emperor Nero playing an adventure game in which he is trying to figure out 
the correct commands to get it to allow him to burn down Rome).  In the case of multiple 
entries with correct answers, the winner of the monthly contests was selected with a random-
number generator.  Even if you didn't enter the contests, they were fun to read and ponder, and 
some of the winning entries (when creative writing was involved) were great.

	Softalk suddenly disappeared after the August 1984 issue was mailed.  There was no 
announcement, nothing that had indicated that this was going to happen, and with its 
disappearance the "Golden Age" of the Apple also passed.  (By this time Softalk Publishing also 
had two other magazines, "Softalk For The IBM PC" and "St. Mac", for the Macintosh).  This 
ending could have been predicted by the way in which the magazine had gotten smaller and 
smaller in size over the previous few months, but its ending was still somewhat of a shock to 
the readers.  One reader was reported to have said that if he had known that they were having 
financial problems he would have taken up a collection!  

	What led to the demise of Softalk?  Several factors likely played a role.  One was the 
explosion in the number of magazines for and about computers between 1981 and 1983.  Each new 
magazine that appeared was yet another place where a vendor needed to consider putting 
advertising dollars, and for some small companies it was simply not affordable to put ads in 
all of them.  Another factor that figured in was the introduction of the IBM PC, and the sudden 
need for companies to produce versions of their programs that would run on that computer.  When 
the recession of 1982-84 arrived, the computer market began to loose steam, and small single-
product companies either had to associate with larger ones or go out of business.  Lower 
consumer spending on computer hardware and software hurt the market further, and the necessary 
advertising dollars were simply not available, and Softalk became, unfortunately, one of the 
casualties.<11>  Perhaps the major factor that contributed to this was that Softalk did not 
have any large publishing company backing it up; it was owned and operated by the Tommerviks, 
and they didn't have the cash cushion that would allow them to pay expenses during time of slow 
advertising revenue.<12>  Perhaps if a major publisher had taken an interest, Softalk would 
still be around today.

	In its prime (December 1983), Softalk was over 400 pages long, but by its final issue in 
August 1984 it had shrunk down to only 128 pages.  Although a next issue was in the works 
(according to the "previews" section in the table of contents), it never made it to the 
printer.  Remaining subscriptions were filled out by inCider magazine, but sadly, the magic was 
gone.


+++++++++++++++++++++++++++++++++++
NEXT INSTALLMENT:  Magazines, cont.
+++++++++++++++++++++++++++++++++++

NOTES

	<1> Peterson, Craig.  GEnie, A2 Roundtable, Mar 1992, Category 2, Topic 16.

	<2> Suther, Kathryn Halgrimson.  "The Inside Track", Call-A.P.P.L.E., Oct 1984, p. 34.

	<3> Vanderpool, Tom.  GEnie, A2 Roundtable, Oct 1991, Category 2, Topic 16.

	<4> Barr, Mike.  GEnie, A2 Roundtable, Oct 1992, Category 2, Topic 16.

	<5> Harvey, Mike.  "Nibble At Seven Years...Roots And Blooms", Nibble, Jan 1987, p. 5.

	<6> Harvey, Mike.  "Time Flies When You're Havin' Fun!", Nibble, Jan 1985, p. 5.

	<7> Golding, Val J.  "Call-A.P.P.L.E. Book Review", PEEKing At Call-A.P.P.L.E., Vol 3, 
1980, p. 249.

	<8> Tommervik, Margot Comstock.  "Straightalk", Softalk, Sep 1980, p. 3.

	<9> Levy, Steven.  Dell Publishing Co., Inc, Hackers: Heroes Of The Computer Revolution, 
New York, 1984, pp. 308-310.

	<10> Bird, Alan, & Weishaar, Tom.  "Old Timers: Two Survivors", 1991 A2-Central Summer 
Conference (tapes), July 1992.

	<11> Golding, Val J.  "The Magazine That Dared To Sing", Call-A.P.P.L.E., Oct 1984, p. 34.

	<12> Disbrow, Steven.  "Old Timers: Apple II Magazines", 1992 A2-Central Summer Conference 
(tapes), July 1992.
