Computer Shopper: The Rise and Evolution of the Yellow Rag
In the early days of the personal computing revolution, finding the right hardware and software was often a matter of hunting through classified ads. Enter Computer Shopper, a publication that transformed from a simple directory of parts into a cornerstone of the PC technology community. Founded in 1979, it served as a vital marketplace for enthusiasts during the era of kit computers and the birth of the IBM PC.
The Origins of "The Yellow Rag"
Computer Shopper was established in 1979 by Glenn Patch of Patch Communications, based in Titusville, Florida. Patch, who also published the photo-equipment magazine Shutterbug Ads, sought to apply a similar advertising-heavy formula to the burgeoning world of PC technology.
The publication began as a tabloid-sized magazine printed on yellow newsprint. Because it primarily consisted of classified advertising for software, parts, and kit computers—computers sold as a set of components for the user to assemble—it earned the enduring nickname "The Yellow Rag."
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Editorial Growth and Professionalization
Initially, the magazine focused almost entirely on ads and lacked substantial editorial content. This changed in 1982 after a complaint from Stan Veit led to his appointment as the first editor-in-chief. Under Veit's leadership, the publication evolved from a directory into a structured magazine.
Veit organized the content into dedicated sections based on specific hardware platforms, such as the TRS-80, IBM-PC, and Apple II. He also introduced professional editorial columns written by himself and Michael A. Banks. To support the growing networking community, the magazine included a section listing bulletin board systems (BBS), which were early precursors to the modern internet where users could upload and download files.
Rapid Expansion and Market Dominance
Throughout the 1980s, Computer Shopper expanded its focus to include white box IBM PC compatibles (non-branded clones) and pre-built home computers. This strategic shift coincided with an explosion in growth. Between 1982 and 1986, the magazine's sales surged by 1,723 percent, climbing from $328,000 to nearly $6 million.
The magazine moved onto newsstands in August 1984 with a 350-page tabloid format. By 1988, the publication had grown significantly in size, reaching 850 pages.
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Corporate Transitions and the Digital Shift
The late 1980s and 1990s were marked by a series of ownership changes. In 1988, Patch formed a joint venture with Ziff Communications, granting them 50% ownership along with other titles like MacWeek and PC Clone. Stan Veit transitioned to the role of editor-in-chief emeritus.
By 1993, Ziff Davis acquired the magazine outright, though the UK version of the publication was excluded from this deal. At its peak in 1996, the magazine was selling approximately 350,000 issues.
As the internet began to replace print classifieds, the magazine's reach declined. In 2000, CNET acquired Computer Shopper and the ZDNet website from Ziff-Davis. By 2004, newsstand sales had plummeted to fewer than 55,000. CNET eventually sold the title to SX2 Media Labs in 2006.
The print era officially ended in April 2009 when the physical magazine was discontinued. The brand lived on as ComputerShopper.com, which was eventually reacquired by Ziff-Davis in 2012.
Key Facts
- Founded: 1979 by Glenn Patch.
- Nickname: "The Yellow Rag" due to its yellow newsprint.
- Growth Spike: 1,723% sales increase between 1982 and 1986.
- Peak Circulation: Approximately 350,000 issues sold in 1996.
- Print End Date: April 2009.
| Year | Owner/Entity | Key Event |
|---|---|---|
| 1979 | Patch Communications | Magazine established |
| 1988 | Patch & Ziff Communications | Joint venture (50% ownership) |
| 1993 | Ziff Davis | Full acquisition (excluding UK version) |
| 2000 | CNET | Acquired along with ZDNet |
| 2006 | SX2 Media Labs | Acquired from CNET |
| 2012 | Ziff-Davis | Reacquired ComputerShopper.com |
Frequently Asked Questions
Why was Computer Shopper called "The Yellow Rag"?
It earned this nickname because it was originally printed on yellow newsprint and primarily featured classified advertisements.
Who was the first editor-in-chief of Computer Shopper?
Stan Veit became the first editor-in-chief in 1982 after initially sending a complaint to the company regarding the lack of editorial content.
How did the magazine change under Stan Veit's leadership?
Veit introduced editorial columns, organized the magazine into sections based on specific computer brands (like Apple II and IBM-PC), and added a directory of bulletin board systems.
When did the print version of the magazine stop publishing?
The print version of Computer Shopper was discontinued in April 2009, after which the business continued solely as a website.
What was the magazine's growth like in the early 1980s?
The magazine experienced massive growth between 1982 and 1986, with sales increasing by 1,723 percent, rising from $328,000 to nearly $6 million.