Micro Mart
 | This article refers to a periodical that doesn't have its ISSN information listed. If you can, please provide it. |
| Editor | Simon Brew |
|---|---|
| Categories | Computing |
| Frequency | Weekly |
| Circulation | 25,000 |
| First issue | 1985 |
| Company | Dennis Publishing Ltd. |
| Country | United Kingdom |
| Language | English |
| Website | www.micromart.co.uk/ |
Micro Mart is a weekly computer magazine published in the United Kingdom by Dennis Publishing Ltd.. It is currently the only national, weekly, computer-trading magazine in the UK with weekly sales averaging more than 25,000 in 2006.
The magazine features news and reviews, articles and classified adverts covering many popular areas of computing (both in hardware and software areas). The magazine's articles are targeted at many different levels of expertise, from beginners tasks (such as working with Word documents, setting up a simple wireless network or building a watercooled PC) to more advanced articles (such as working with Linux kernels or becoming a shareware author).
History
Micro Mart was launched in November 1985 as a fortnightly publication consisting of classified advert listings for the computer trade. The magazine soon expanded in editorial content to include articles and reviews from many realms of computing. It soon became popular with both amateur and professional system builders. In 1991, due to reader demands, Micro Mart moved to a weekly format.
On 14th November 2002 (issue 723) the magazine moved to a full colour format, having previously been printed in black and white. At this time Micro Mart also expanded in content (for example Ask Jason moved from 1 to 2 pages).
Since then the magazine has celebrated it's 20th birthday and had several design changes, the most recent in early 2006. It has seen readership increase regularly with weekly sales currently averaging around 25,000+ in 2006.
Micro Mart was initially published by Trinity Publications Limited (a subsiduary of the Trinity Mirror group) however on 12th June, 2006, the magazine was bought by Dennis Publishing Ltd.[1] after a deal brokered by Ian Savage Publishing. Subsequently, the magazine has now joined the ranks of titles such as Computer Shopper, PC Pro, and Custom PC.
The magazine will remain under the editorship of Simon Brew, whose leadership in recent years has seen the magazine solidifying its sales and readership figures at a time when traditional print media is being squeezed by the Internet. When questioned on the Micro Mart forums about the takeover Mr Brew promised that the takover would not affect the magazines future; "Well, I've spent quite a lot of time talking to Dennis over the past few weeks, and I'm happy enough to be relocating my family a good 100 miles or so south after listeing to what they have to say. As a MM reader way before I even wrote for the magazine, I understand the worries over changing ownership. But it's not the first time MM has been sold to new owners, and it's still going strong."[2].
Identity
Micro Mart has several quirks that help give it an identity. For example the disclaimer printed at the end of the magazine is ended with a short insight into the news and events in the the editorial office. A more recent feature of Micro Mart is the images of the regular experts placed alongside their columns. These initially started as colour photographs which, after a recent redesign, were replaced with stylised cartoon versions. Initially these were greeted with enthusiasim by the readership but a second redesign of the magazine (replacing them with new sepia line drawings) caused much controversy with many forum contributors calling for a return to photographs [3][4]. This reaction prompted the magazine to tone down the images by printing them in black and white instead.
As well as this there are several other quirky additions to the magazine that do not contribute to the 'normal' content. For example a recent regular feature of the news section has been Tales from the Tower (Micro Mart Towers being the pet name for the editorial offices used by magazine staff and contributors). Written by staff writer Michelle, this section gives a light-hearted look at the weeks events in the editorial office. The recent takeover has seen both the offices move from Birmingham to London and Michelle leave the team; TTFT still remains but as Tales from the Shed written by editor Simon Brew.
Many sections in the magzine are devoted to reader contributions. The regular caption competition invites readers to submit a caption for a computing related image. The winner each week receives a Micro Mart merchandised mug. A less regular (and more recent) addition is called Readers dives. As the name suggests this feature prints images of readers computer rooms (or dives), unfortunately a lack of response has made this section very intermittent. One section that has gained more response in recent months is the Windows crashing feature where readers send in pictures of Microsoft Windows going wrong in public places (such as cash machines or photo booths).
In late 2005 the editorial team introduced readers reviews, this section was intended for reviews of computer products submitted by readers. Unfortunately a lack of response caused it to die out after a few months.
The readers reviews section is typical of the magazines commitment to involving readers as much as possible in the publication. Many of the lead articles have been written by readers and for some this has lead to them pursuing a career in journalism (many of the magazines current experts started in this way).
Online community
Micro Mart also has a large online community based on their websites forums. Currently there are more than 7,000 registered users (although a much smaller number regularly contribute). The forum is divided up to cover several topic sections (such as retro computing, linux or gaming) and has a core group of contributors who answer questions and queries. The board is moderated by volunteers who each monitor different sections, the overall adminsitration is performed by Phil Kevennagh.
Chatroom
The Micro Mart chatroom is connected to the forums, it is most regularly used between midnight and 2am every night by certain forum users and moderators. There is also a monthly early evening meeting organised by Jason D'allinson (from the Ask Jason magazine column) where he answers questions.
Folding team
The Micro Mart folding@home team was started in September 2005 by forum user Dr Jon. After some campaigning on the forums it was finally endorsed by the magazine and the team were given a separate sub-forum. A forum-goer, Tom Morton, wrote and hosted a script for displaying team members statistics in their forum signatures as well as writing a tutorial thread to help new folders. Another member, Fridgemaker, administrates a milestones thread in the folding forum.
After a slow start Tom Morton's (who also wrote the forums folding tutorial thread) folding article was published in Micro Mart and membership increased. Currently the team has over 140 members and is approaching the top 200 rank for teams worldwide.
Gaming clan
The gaming clan is Micro Marts most recent online addition. It was started in early 2006 by Fridgemaker, Viper and Tom Morton as a group of forum members who joined up to play CounterStrike Source. Since then it has grown to cover other games (such as Call of Duty and Battlefield 2) and has several members.
The surge in popularity has prompted the magazine to consider investing in gaming servers for use by the clan however they have indicated this may take some time to organise.
Editorial staff
Editor: Simon Brew
Editorial Assistant: Sarah Dobbs
Sections
A list of regular sections (inc. editorial) in the magazine:
- Features - A variety of articles on a wide range of computer-related subjects produced by freelance writers. They usually consist of a single lead story as well as several (approxiamately 8 each week) other pieces.
- On Test - Reviews and comparisons of computing hardware, software, and peripherals
- Group Test - Weekly group test of computer hardware/software. Recent tests include office suites, a roundup of the latest motherboarsds and AM2 processors. The rating system takes into account quality and value (with each being marked out of 10), from these an overall mark (again out of 10) is awarded. At the end of the roundup the overall best product is awarded Editors choice whilst the runner up receives a Highly recommended.
- Reviews - General reviews of the latest computer hardware/software. The products are reviewed by a variety of freelance reviewers and awarded marks out of 10 in the same way as the group tests.
- Experts - Expert Q&A pages from five contributors
- Ask Jason - Techincal computer qestions
- Ask Leo - General system building/software questions
- Ask Russell - Overclocking and PC modding questions
- Ask JW - Linux questions
- Ask Gordon - Programming and web development questions
- Specialists - Commentary by six experts on computing fields of interest
- Beginners' Linux Mart - Tips for using Linux for the first time
- Mac Mart - Apple Mac-related commentary
- Amiga Mart - Amiga-related news and views
- Retro Mart - Retro gaming and old computers
- System Builder - Advice and tips from a professional PC builder
- Online Gaming Mart - Weekly coverage of online gaming news
- News - News, editorial, and letters from the PC world
- Classified Ads - Free classified adverts
- Logging Off... - One of the magazines contributors ends the magazine with a short commentary / editorial piece.