Softalk
| Company type | Magazine |
|---|---|
| Industry | Publishing |
| Founded | September 1980 |
| Defunct | August 1984 |
| Headquarters | United States |
Area served | Apple II community |
| Products | Magazine |
Softalk () was a United States-based magazine that circulated from September 1980 until August 1984, concentrating primarily on the Apple II computer. It featured content on hardware, software, and notable personalities within the Apple II community. The title was derived from a newsletter produced by the Apple software pioneer firm Softape, which rebranded as Artsci Inc. in 1980.
Initial funding originated from Margot Comstock, who secured winnings on the game show Password, supplemented by contributions from John Haller and a second mortgage taken out by Comstock and Al Tommervik. Early collaborators William V R Smith III and William Depew offered office facilities and equipment as Softalk established its own headquarters.
Distinguishing itself from specialized computer publications, Softalk provided comprehensive coverage of the Apple ecosystem, encompassing programming advice, gaming, business software, and cultural topics. Occasionally, it included fiction and featured articles by industry veterans such as Bert Kersey (Beagle Bros), Doug Carlston (Broderbund co-founder), Mark Pelczarski (Penguin Software), Bill Budge (author of Pinball Construction Set), and Bill Depew (creator of Apple 21 and Magic Window).
A prominent element was a monthly ranking chart of popular software determined through retail sales surveys conducted globally—acting as the Apple community’s counterpart to the Billboard music charts. Reader competitions also helped maintain audience engagement. Initially distributed at no cost to registered Apple owners, the magazine transitioned to a paid subscription model after its first year.
The publication experienced rapid expansion early on, producing substantial issues fueled by advertising revenue; however, a market downturn in 1984 revealed financial weaknesses due to elevated printing expenses and limited capital reserves. The board decided to discontinue publication rather than risk inconsistent issue releases. Over its four-year run, circulation grew from 30,000 names borrowed from Apple Computer Inc. to 250,000 readers. In later periods, Softalk was listed among the nation's largest magazines on the Folio 400.
Related publications
Following the introduction of the IBM Personal Computer, Softalk Publishing launched Softalk for the IBM PC. After the Macintosh was released, it debuted Softalk Mac (also known as ST. Mac). Additionally, Softalk Publishing produced Softline, initially created by On-Line Systems, which was renamed ST. Game in its final issue.
The disk magazine Softdisk had partial ownership ties with Softalk originally but later operated as an independent entity.