First issue release
date:
November 1986 (as independent publication) |
Final issue release
date: May 1997 |
Publishers:
Croftwood Limited: 1986 - Oct. 1990
Maxwell Specialist Magazines: Nov. 1990 - 1992
Headway, Home & Law: 1992 - 1994
AUI Limited: 1994 - 1997 |
Coverage: Serious
magazine, with some games coverage |
Country published: United Kingdom |
No. of issues: 127 (approximation) |
Medium: Paper |
Status: Dead |
Web Address:
Amiga User
International HomePage |
|
Over the years Amiga User International has been openly derided
by critics. Many abuse it for the poor writing style, absence of
commercial applications on the coverdisk, and the confusing layout.
However, when looking at its heritage these are soon forgotten and
the true nature of the magazine is revealed.
AUI v0.0
In 1986 Commodore Computing International expanded coverage of the
platform with the addition of a free supplement called Commodore
Business and Amiga User. At the time the Amiga was promoted as a
successor to the Commodore 64 - an effort to migrate the existing
user base to the new 16-bit machine.
By November of that year the market had strengthened and the
supplement became a bimonthly subscription-based independent
magazine, costing just £9 for a year subscription (six
issues). This marked a monumentous occasion for the Amiga, becoming
the first dedicated publication outside of the U.S. This
arrangement continued for 14 months during which the A500 and A2000
were launched. Recognizing the potential for expansion, Antony
Jacobson spent a considerable amount of money to relaunch the
magazine as a monthly newstand publication.
The dream came true in January 1988 with the launch of Amiga User
International, incorporating Commodore Business Magazine (or
Commodore Amiga User International as it was described in the
editorial). The first issue was a spine bound 84 page magazine
retailing for £1.95 and featured reviews of Audio Master
Modular 2, Road Wars, Terror Pods, and King of Chicago. By issue 3
the magazine was declared a success by its publisher. As the first
dedicated Amiga magazine outside the U.S. its main competitors were
the existing C64 magazines in the UK (such as ZZap! 64/Amiga, Commodore
User), and the U.S. oriented Amiga World. For a few months AUI
had the market entirely to itself.
The mother of AUI- Commodore Computing
International (67.7k)
Commodore Business Magazine, incorporating
Amiga User- March 1986 (39.7k)
Commodore Business Magazine and Amiga User-
October 1986 (59.9k)
Thanks to Ray Abbott for providing the March 1986 cover.
AUI v1.0
One of the many criticisms made towards AUI involve its apparent
refusal to cover issues that would attract the average Amiga user.
In comparison to existing Commodore magazines the writing appeared
dull and lifeless. In retrospect this interpretation is wrong.
Early issues covered wide-ranging topics that would not be
considered out of place in Amiga Active. This included regular
coverage of the international Amiga scene, technical and basic
articles on the hardware, and detailed investigations of the latest
computer issues. This could range from a discussion on the
realities of the Amiga virus to a report on parallel processing. In
addition the magazine tried to foster a community atmosphere by
giving an insight on the individuals that made the Amiga scene.
When Alfredo González of Grupo Sigma (Commodore's
Mexican distributor) was assaulted and mugged on his way to the
AmiExpo 1988, AUI were the only magazine to publish an account of
the event and highlight the support he received from people he had
not previously met. The magazine sought to promote the Amiga as
more than a computer community, but as a type of extended
family.
Over the next year AUI defied the other magazines that had
appeared to cover programming and technical issues in greater depth
and appeal to the serious Amiga user. The games market also gained
increasing attention with the creation of a dedicated section,
simply called 'Entertainment'. In the July 1989 issue, they
pre-empted the launch of Amiga Action with a one-off gaming special
using the same name. This was most likely a coincidence, but
represents an interesting example of how great minds think alike. A
few months later an unknown by the name of Tony Horgan took over
the writing of this section. Little did they know that this young
man would one day become a regular writer for Amiga Format and
editor of CU Amiga.
The year also saw a major move towards promoting the Amiga as an
educational tool. Commodore had been anxious to regain their
position in the education market leading to the launch of the
Education Initiative in 1988. AUI covered the result of this,
providing pages and supplements of educational software reviews and
features on how the Amiga was used in British universities.
During this period, readership soared and the magazine increased
to an average of 116 pages. The design issues that had plagued
earlier issues were fixed but the editor resisted the urge to alter
the magazine style to cover a more wide-ranging appeal. However,
this was not enough to support the fledging Croftwood Limited. The
company was unable to support the process of rapid expansion,
leading to the closure of Commodore Computing International and
various other magazines. These difficulties became visible when the
September 1990 issue of the magazine failed to appear on time.
Rumours that the magazine had closed spread throughout the
industry. However, these dissipated with the appearance of an
emaciated September/October issue. The publisher apologized for the
delay blaming the difficulties upon 'production problems' and
assuring readers that the magazine would be back to normal the
following month. While readers were fearful that this could mean
the end of the magazine, the November 1990 edition did appear and
things did seem to be back to normal. However, a close examination
revealed that the magazine was now published by Maxwell Specialist
Magazines. They also used a different printer company and had
employed a managing director. Could this sudden change have been
caused by a production dispute? Or could it have come from a lack
of finances? Whatever the case, this brush with publishing oblivion
seemed to make the writers more aware of the need to change with
the times.
View AUI Issue 1 (77.4k) | View AUI May 1988 (64.5k) | View AUI November 1988 (117k)
View AUI June 1989 (111k) |
View AUI July 1989 (122k) |
View AUI September 1989
(135k)
View AUI December 1989
(127k)
AUI v2.0
The basic layout of the magazine had remained constant for over
four years but it was difficult to retain editorial integrity if
the magazine was not financially viable. This became a hotly
debated topic at the time- was the increasing emphasis upon
mainstream coverage an attempt to 'water down' the tried-and-tested
formula. A former contributor for the magazine argued that it had
turned AUI into "just another Amiga magazine". In the process it
had lost many of the unique features that had separated it from
other magazines. The redesign was an ambiguous decision but it was
necessary if the magazine was to remain viable. The market had
changed to attract mainstream computer users, and AUI had to change
with it. The change came in May 1991 with the release of the new
and improved 'AUI 2.0'. The design was given a much needed overhaul
to create a much cleaner look, and the coverdisk became a regular
fixture Game coverage was given a more prominent position and the
rating system was improved.
View May 1991 Cover (55.8k)
View AUI Award for games scoring 90%
(8.11k)
AUI v3.0
The new look did not last for long and 12 months later (1993), AUI
was redesigned yet again and the Commodore tag was quietly dropped
from the title. The new look was welcomed by many but further
alienated existing readers who had been there from the beginning.
The magazine was now printed in full colour (with the exception of
the letters page) allowing the magazine to demonstrate 3D rendering
software in its full glory. However, its critics described the
layout as 'patchy' through the use of large headlines, and it
lacked in-depth articles of interest. For many, this was the time
that AUI lost its crown. A second area of interest for the new look
AUI was the CD market. The CDTV had finally grown up and
programmers were getting to grips with the possibility of the new
storage medium. These factors led to the launch of AUI's first
spin-off- Amiga CD!
View AUI March 1993 (63.1k)
View Amiga CD! March 1993 (70.8k)
AUI v4.0
The fourth and final redesign of the magazine came in 1994 and
represents a return to its roots. This allowed it to recognize the
direction in which the industry was heading. In his editorial,
Antony Jacobson predicted that the key to the Amigas success lay in
it not looking like a computer (September 1994, p5). A notion that
has proved increasingly relevant concept to the next generation
Amiga. As the various Amiga buyouts looked set to carry on forever,
AUI returned to its original aim of covering a diverse range of
technical subjects, such as Amiga screenmodes, in an easy to
understand style. They also turned their attention to how the Amiga
was used in industry, highlighting its contribution to the national
trust.
During this period AUI reached another milestone by becoming the
first Amiga magazine to include a CoverCD (March/April 1994), two
months before Amiga Computing. This was to promote the short-lived
Amiga CD! that had become subscription-based. The superdisks
also evolved with the employment of David Taylor who experimented
with different compression formats (DiskSpare, LZX) to fit 6 disks
worth of material onto two disks. Rather than include application
demos, it focussed upon the PD/Shareware market with the aim of
providing full versions and software that the reader may have
missed elsewhere. In doing this, it ignored an important part of
the market only interested in commercial applications but built up
a dedicated readership.
As 1994 rolled into 1995, the game section 'Entertainment Now'
shrunk significantly with the desertion of software publishers to
the PC market. This lead to the introduction of a new section
covering computer technology in general. 'Techno World' aimed to
inform Amiga users on the latest happenings in the computer world.
For example, one of the first columns examined technology
buzzwords, such as ADSL and HDSL, that are only now becoming
commonplace. Over time this increased in size until it took up
almost half of the 100 page magazine . Facing decreasing interest
in the Amiga, this was obviously a way of keeping the page count at
a steady rate.
The End...
As it became clear that the Amigas situation would not resolve
itself soon, circulation began to fall. This continued until May
1997 when the magazine was closed due to insufficient sales and
advertising revenue.
View selection of AUI covers
(21k)
View AUI June 1995
(193k)
View AUI October 1995 (71.7k)
View AUI June 1996 (22.5k)
What did AUI do for the Amiga
Scene?
AUI occupied a unique position in the market so it would be
unfair to compare it to the technical Amiga Shopper or the game
orientated Amiga Format. First and foremost it showed that the
Amiga was more than just a computer, it was a community with strong
ties and a rich heritage. It could be described as the BBC of the
Classic Amiga market, aiming to education the reader rather than
entertain. This may have made it unpopular but created a loyal and
dedicated following that few other magazines have enjoyed. It also
served as a springboard for many Amiga careers, including Tony
Horgan and David Taylor. Positions that lead these people to
editorship. The pioneering of floppy and compact discs created a
benchmark against which other magazines were compared. The AUI
coverCD created a multimedia experience that few have been able to
follow and their unique use of cover disks showed how to fit more
applications onto the cover than anyone else thought possible.
What the writers said:
David Ward, ex-Deputy Editor was asked what made AUI
special?
What made AUI special... run on a shoestring budget, totally
non-game orientated, ran non-amiga stories.
Gary Fenton was asked to write his memories, and wrote a
dedication to the life blood of the magazine- its
publisher.
I'm not sure if I could do it justice by writing about my
memories. I know it was well loved by regular readers while also
being the butt of journalist's and rival magazine's jokes. It's
character was shaped by the Editor who also owned the publication
itself. AJ, as he was indirectly known, was very passionate about
the Amiga and his magazine and rightly so. His methods were
sometimes unusual and his eccentric character were sometimes hard
to comprehend but the end result was a magazine that took a unique
angle on the world of all things Amiga and quite often beyond. It
wasn't unusual to see news items and features that had nothing to
do with the Amiga but, argued AJ, it will broaden the horizons of
the readers and create a greater interest in the magazine.
If it wasn't for AJ then AUI would have been just another Amiga
magazine. Well, that's not true exactly because the designer was
also a key playing in how it was shaped. Often just a crayon and
piece of paper was enough to illustrate the design for that month's
issue before faxing it to the graphic repro company. AUI had a fair
share of disastrous designs going from plain ugly to basic and
messy. I still think the original design was far more authoritative
and respectable than any of the others produced in
it's history. A magazine doesn't have to look fashionable to make
it the best, sometimes simplicity is enough especially if the
content could speak for itself.
AUI went through many rough patches, often close to collapse,
but because of AJ's dedication and the ability to talk people
around to his way of thinking, the magazine lived on and on. I'm
not sure if any other Amiga magazine could have survived in the
same financial situation as AUI if it weren't for AJ wearing the
magazine on his back and walking through quick sand, deserts, over
mountains, and under oceans. I have fond memories of working at AUI
often sighing with "Ah, those were the days" after chuckling over
one of the many office antics and plots to brighten up an
afternoon.
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