1, It's a massive book like magazine if you ever hold one in your hand. Usually more than 300 pages sometimes up to 500, it's not like today's print media at all. I'm not even sure huge magazines like this exist anymore.
2, The amount of ads are insane. Like 1:3 ratio of article:ads if not more. Most of the times the lead articles are interrupted by 3 pages of ads after every page. It's interesting to look back at those ads from today but it's also a jarring experience to some extent.
Also make sure to read the letters to editor part! Always fun
From 1988-91, I was a volunteer teacher in Africa. I lived in a hut without running water or electricity, and I had a subscription to Byte.
There was also almost nothing to read, so when my monthly issue of Byte appeared (2-3 months later than most people would receive it), I devoured that thing. I would read it literally cover to cover, including all those ads, several times.
I wasn't (then) working in IT, so a lot of the content (like Steve Ciarcia's Circuit Cellar) went way over my head but it didn't matter, I read it anyway, often by the light of my kerosene lantern. I learned a huge amount: object-oriented programming, this new thing called the Internet (capitalized back then, and before the WWW), and how Jerry Pournelle was a self-important jerk (but boy, did I envy the toys he got to play with!).
This was the age of big, fold-out Gateway 2000 ads, 20MB hard drives, and Turbo Pascal kicking other compilers' butts.
I would read the magazine, then write out programs (in BASIC, the only language I had learned at that point). On my monthly trips to the capital city I would go to a local NGO and in exchange for helping with their IT issues they would let me play (i.e type out my programs and try to get them working) on their computers.
In Finland, we make an independent computer magazine called Skrolli that comes out 4 times per year. Our issues are about 120 pages each, but with hardly any ads.
Those ads were the only way to actually know what software and hardware was available to buy, including information related to "open source of the day", shareware, PD,...
Access to BBS was super expensive unless you were lucky to afford a modem, and live on local call distance.
European magazine like Computer Shopper were of similar size and ads ratio.
The toilet seat ad was well targeted (you have to read somewhere).
More seriously though, print advertising was able to target readers based upon the demographics of the publications readership. They didn't track people across their online life and beyond. (That said, there definitely was some tracking.)
I missed the heyday of reading Byte in vivo as it came out, but the creativity of the covers always stood out. The artist had to come up with a concept, paint it, and get it all ready within a month. As a non-creative, that’s an impressive achievement.
I hope people focus on the nature of the ads as much as the impressive quantity of them. The extent to which quality software and hardware was expensive is probably the main thing people should appreciate. The thing that always strikes me is how long the z80 held on as a thing people would pay for.
Most trade magazines of that era were pretty similar in size and number of ads , eg. PC Magazine. Pre-Internet they were one of the only ways to keep up with industry news, topics and products.
The huge volume of advertisements was common for most magazines in this genre. In the UK this led to an interesting pricing / tax issue.
Value Added Tax is a tax putatively on, as the name suggests the value you've added. For a consumer you don't care whether you paid £15 for this product because it was £10 plus 50% VAT, or it was £15 with zero VAT, that's the same to you, and so the law says the advertiser can't say that's a £10 product even if there is 50% VAT, 'cos consumers can't buy it for £10, so you're lying to them.
However, if you're selling products for businesses, they're going to claim back the VAT on inputs to their business, only the added value gets taxed and that's implemented by charging the tax on their sales and allowing them to claim back the tax they paid for inputs. As a result it is allowed in that context to display the explicitly without VAT prices, your buyers potentially won't pay that tax anyway. So for a business you can say it's a £10 product.
The question in these magazines was: Are the products for businesses, or, are you actually selling to the hobbyists who often buy the magazine. You obviously want to advertise the lower prices with just an asterisk leading to a disclaimer about VAT to be paid, but if in reality most customers are hobbyists they're all paying VAT so maybe you're breaking the law by advertising the lower price?
Actual adverts definitely varied in how plausible the two categories of buyer were. How many businesses need to buy this slightly nicer Joystick for the Commodore 64? On the other hand, what hobbyist needs to buy hundreds or thousands of 10MB hard disks or SIMMs (yes the DIMM's predecessor was named the SIMM) for a discounted volume price ?
Ads that's are directly paid for, curated by properly incentivized humans, and don't have spyware built into them, are actually sought after by consumers. I used to spend hours staring at them, by choice. I probably still would today, if such things existed.
As a kid who was interested in stuff like this in the 90s, the ads were part of the enjoyment for me. You could look at components, have rounds-to-zero idea what they did but let your imagination soar at the possibility of stringing them together into something new.
One thing you can see really clearly, is how the price of specific computing items fluctuated.
The Lisp issue is what got me into said language. Later I was using music software (Cakewalk) and noticed the language was nearly the same, so I started making non-music stuff in Cakewalk as well. CAL was all about programming music logic, but it was a fully fledged language that did whatever text-oriented duties you could think of. It was also super easy to write viruses, although they would only run within Cakewalk of course. Fun times!
I've downloaded the entire thing a while back for nostalgia sake.
And I am (of course) the proud owner of a physical copy of the "Smalltalk" issue :-)
https://archive.org/details/byte-magazine-1981-08
Because I'm an old man, my sister made me a birthday card using an image from the front cover of their fourth issue (Christmas 1975) - corresponding to when I was born. It's a harbinger of a future that was by then inevitable but hadn't yet quite happened, the "personal computer" is very much still a nerd toy, expensive kits that can be assembled by the enthusiast to achieve little of immediate value - but you can more or less feel what's about to happen.
If you're old, I guess that makes me ancient. Byte is what got me hooked on the path I walk to this day, though back then it would be far beyond my wildest dreams to believe that in my lifetime it would be possible to hold an intelligent conversation with software, and everything that entails
The LLMs are the philosophical "box of all conversation" trick, that's not intelligence, it just went from a neat philosophical device to explain why Turing's test doesn't do what you think intuitively it would do to a real world thing that is a mix of fun toy, useful technology and dangerous new problem.
Chaos Manor always seemed like this mystical place to me as a kid. Limitless budget and always messing with hardware and software, whether necessary or not :-)
Unlike Pournelle, Niven is still alive (87 year old), but I don't think he is writing new science fiction these days (although he has collaborated on some stories this century and has made guest appearances at some conferences in the last few years).
1, It's a massive book like magazine if you ever hold one in your hand. Usually more than 300 pages sometimes up to 500, it's not like today's print media at all. I'm not even sure huge magazines like this exist anymore.
2, The amount of ads are insane. Like 1:3 ratio of article:ads if not more. Most of the times the lead articles are interrupted by 3 pages of ads after every page. It's interesting to look back at those ads from today but it's also a jarring experience to some extent.
Also make sure to read the letters to editor part! Always fun
There was also almost nothing to read, so when my monthly issue of Byte appeared (2-3 months later than most people would receive it), I devoured that thing. I would read it literally cover to cover, including all those ads, several times.
I wasn't (then) working in IT, so a lot of the content (like Steve Ciarcia's Circuit Cellar) went way over my head but it didn't matter, I read it anyway, often by the light of my kerosene lantern. I learned a huge amount: object-oriented programming, this new thing called the Internet (capitalized back then, and before the WWW), and how Jerry Pournelle was a self-important jerk (but boy, did I envy the toys he got to play with!).
This was the age of big, fold-out Gateway 2000 ads, 20MB hard drives, and Turbo Pascal kicking other compilers' butts.
I would read the magazine, then write out programs (in BASIC, the only language I had learned at that point). On my monthly trips to the capital city I would go to a local NGO and in exchange for helping with their IT issues they would let me play (i.e type out my programs and try to get them working) on their computers.
Access to BBS was super expensive unless you were lucky to afford a modem, and live on local call distance.
European magazine like Computer Shopper were of similar size and ads ratio.
I remember reading ads about a specific make of vacuum pumps next to an article with experiments which used them.
Today's ads are so obtrusive because you get toilet seat ads next to an article about general relativity.
More seriously though, print advertising was able to target readers based upon the demographics of the publications readership. They didn't track people across their online life and beyond. (That said, there definitely was some tracking.)
Value Added Tax is a tax putatively on, as the name suggests the value you've added. For a consumer you don't care whether you paid £15 for this product because it was £10 plus 50% VAT, or it was £15 with zero VAT, that's the same to you, and so the law says the advertiser can't say that's a £10 product even if there is 50% VAT, 'cos consumers can't buy it for £10, so you're lying to them.
However, if you're selling products for businesses, they're going to claim back the VAT on inputs to their business, only the added value gets taxed and that's implemented by charging the tax on their sales and allowing them to claim back the tax they paid for inputs. As a result it is allowed in that context to display the explicitly without VAT prices, your buyers potentially won't pay that tax anyway. So for a business you can say it's a £10 product.
The question in these magazines was: Are the products for businesses, or, are you actually selling to the hobbyists who often buy the magazine. You obviously want to advertise the lower prices with just an asterisk leading to a disclaimer about VAT to be paid, but if in reality most customers are hobbyists they're all paying VAT so maybe you're breaking the law by advertising the lower price?
Actual adverts definitely varied in how plausible the two categories of buyer were. How many businesses need to buy this slightly nicer Joystick for the Commodore 64? On the other hand, what hobbyist needs to buy hundreds or thousands of 10MB hard disks or SIMMs (yes the DIMM's predecessor was named the SIMM) for a discounted volume price ?
I also have lots of the actual machines and parts, especially Apple, Commodore. Ship them too?
The Lisp issue is what got me into said language. Later I was using music software (Cakewalk) and noticed the language was nearly the same, so I started making non-music stuff in Cakewalk as well. CAL was all about programming music logic, but it was a fully fledged language that did whatever text-oriented duties you could think of. It was also super easy to write viruses, although they would only run within Cakewalk of course. Fun times!
All lost during a move from one city to another - except for one Byte book: Threaded Interpreted Languages.
https://archive.org/details/R.G.LoeligerThreadedInterpretive...
https://archive.org/details/byte-magazine?sort=date
I learned a tremendous deal from it and I will forever be grateful.
https://larryniven.net/
I bought "Bowl of Heaven" because his name was on it, but it was a disappointing read and DNF for me...
https://byte.tsundoku.io/
(https://news.ycombinator.com/item?id=45028002)