Micro Mart - Identity

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 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 enthusiasm 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 . 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 Towers (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; TFTT became Tales from the Shed written by editor Simon Brew for a while, but currently isn't being included in the magazine (though it may return at a later date).

The magazine is the only English language commercial magazine to still have a regular section dedicated to the Amiga platform (this article recently celebrated its tenth birthday). This came about after readers requested such coverage, after several requests the Amiga section was launched.

Many sections in the magazine are devoted to reader contributions. The regular caption competition invites readers to submit a caption for a computing related image. 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). 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). This particular feature has been replaced on one occasion with 'EVE Online Crashing', a news story / user submission hybrid featuring a crash occurring during the advert break of an EVE online Tournament.

In late 2005, the editorial team introduced readers' reviews. This section was intended for reviews of computer products submitted by readers, but a lack of response caused it to die out after a few months.

Micro Mart has a 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 led to them pursuing a career in journalism. (Many of the magazine's current experts started in this way). According to editor Simon Brew, 95% of Micro Mart's Content is written by freelance journalists.