Softalk

Softalk
Title	Softalk
Based In	North Hollywood, California
Publisher	Softalk Publishing
Founders	Margot Comstock Al Tommervik
First Issue Date	September 1980
Language	English

History

Softalk magazine was a beloved and influential publication of the early personal computing era. Launched in September 1980, Softalk chronicled the rapid growth of the microcomputer industry with a focus on the Apple II platform. Unlike many technical magazines of its time, Softalk struck a unique balance between professional journalism, hobbyist enthusiasm, and accessible writing, making it a must-read for both developers and everyday users.

From its first issue, Softalk became a window into the heart of the software revolution— covering not just products and code, but the people, companies, and culture that defined the computer boom of the early 1980s.

Origins and Founding (1980)

Softalk began as an in-house newsletter for an early software publisher called Softape, which published a variety of Apple software on cassette tapes. Softape was looking for someone to manage their in-house newsletter. They hired Margot Tommervik, who had recently purchased an early Apple II computer with winnings from the television game show Password. Margot had bigger plans for the newsletter, to take it and turn it into a full-scale magazine that every Apple owner in the country would read.

Margot, her husband Al Tommervik, a couple of the Softape people, bootstrapping from some of the $15,000 Password winnings, a 2nd mortgage on the Tommervik home, and an investor named John Haller, forming Softalk Publishing, Inc. The original idea was to give the magazine away for free to Apple users, and to generate revenue entirely from advertising.

Unlike most other computer magazines of the era, which often focused on narrow niches like business applications or gaming, Softalk offered broad coverage of the Apple II ecosystem, encompassing programming, gaming, business, home use, and the cultural aspects of computing. Its playful, insider-like tone and contributions from industry luminaries such as Bert Kersey (Beagle Bros), Doug Carlston (Broderbund), Mark Pelczarski (Penguin Software), and Bill Budge (creator of Pinball Construction Set) set it apart.

Growth and Influence (1980–1983)

Softalk rapidly grew in popularity, with its readership expanding from 30,000 to 250,000 by its third and fourth years, earning a place on the Folio 400 list of the nation’s largest magazines. The magazine’s issues became notably thick, often exceeding 300 pages, driven by extensive advertising as the Apple II market boomed. Its content was diverse, featuring programming tips, game reviews, industry news, user profiles (including celebrities), and even occasional fiction. The monthly EXEC column spotlighted prominent software publishers, distributors, or manufacturers, while annual software awards and convention reports fostered community engagement.

A hallmark of Softalk was its Top 30 software sales charts, which, unlike other bestseller lists that reported warehouse shipments, polled retail sales from computer stores worldwide, providing a more accurate reflection of market trends. The magazine also ran contests to encourage reader participation, further strengthening its community ties. Notable contributors included industry insiders who wrote in a relaxed, accessible style, making technical topics approachable for hobbyists and professionals alike. Roger Wagner’s Assembly Lines column, which ran from October 1980 to June 1983, was later compiled into a book, reflecting the magazine’s lasting impact.

Challenges and Closure (1984)

Despite its success, Softalk faced financial difficulties during an industry slump in 1984, possibly exacerbated by the video game console crash of 1983. The magazine’s rapid expansion with magazines for the IBM PC and Macintosh left it undercapitalized, with heavy printing costs and unrealized advertising revenues proving unsustainable. Rather than resorting to erratic publication schedules, the Softalk board opted to cease publication abruptly in August 1984, after 48 issues spanning four volumes.

Legacy

Softalk's 48 issues, totaling over 9,300 pages, chronicled a pivotal era in microcomputing, capturing the “Big Bang” of the technology-transformed world. Its comprehensive coverage made it a unique historical artifact, documenting the Apple II’s role in shaping society, culture, and economies.

Softalk remains a vital resource for understanding the early personal computer era, offering insights into the Apple II community’s innovation, creativity, and cultural impact. Its digitized archive continues to support researchers, enthusiasts, and historians exploring the roots of modern computing.

People

Margot Comstock, Founder, Editor-in-Chief
Al Tommervik, Founder
John Haller, Investor
William V. R. Smith, Advertising Manager
William Depew, Technical Editor