Mean Machines
Mean Machines Issue One (Oct 1990)
Editor	Julian Rignall
Categories	Computer and video games
Frequency	Monthly
First Issue	Oct 1990
Company	EMAP
Country	United Kingdom
Language
Website	Mean Machines
ISSN	0960-4952

Mean Machines was a market-leading multi-format gaming magazine released between 1990 and 1992 in the United Kingdom, much loved by gamers of the time for its irreverent humor, anarchic editorial tone and style, and it's extremely accurate, if sometimes outrageously outspoken reviews. Image File history File links MM1-large. ... Julian Jaz Rignall was a reviewer for the seminal Commodore 64 magazine ZZap! 64. ... EMAP plc is a British media company, specialising in the production of magazines, and the organization of business events and conferences. ... ISSN, or International Standard Serial Number, is the unique eight-digit number applied to a periodical publication including electronic serials. ...

To chart the history of Mean Machines, you have to go way back to 1985, when the Commodore 64 and ZX Spectrum home computers were popular. Julian Rignall, a UK National Arcade Champion and holder of multiple arcade game UK and World Record scores, joined Newfield Publication's Commodore 64 magazine, ZZAP! 64 as Staff Writer. Together with the rest of the ZZAP! team, he helped define a then-revolutionary editorial tone and style based around the voice of the hardcore gamer. At the time, many magazines were run by journalists-turned-gamers. ZZAP! changed all that by bringing in hardcore gamers like Rignall and turning them into gaming journalists. The end result was a magazine that truly spoke the language of the gamer, and very much resonated with players of the period. This became a trademark of Rignall's future publications. The Commodore 64 is the best selling single personal computer model of all time. ... The ZX Spectrum was a home computer released in the United Kingdom in 1982 by Sinclair Research Ltd. ... Julian Jaz Rignall was a reviewer for the seminal Commodore 64 magazine ZZap! 64. ... The Commodore 64 is the best selling single personal computer model of all time. ...

In 1988, after working his way up to become Editor-in-Chief of ZZAP! and gaining a considerable amount of kudos with the videogaming public along the way for his brutally honest reviewing style, he made the move to London-based EMAP Images, the computer gaming magazine division of EMAP PLC. He was put to work as Deputy Editor on its flagship video games publication, Computer and Video Games (the world's longest running multi-format video games magazine, no less), and within a few issues was given the Editor-in-Chief position. London (pronounced ) is the capital city of England and the United Kingdom. ... EMAP plc is a British media company, specialising in the production of magazines, and the organization of business events and conferences. ... It has been suggested that Multiplayer Video Games be merged into this article or section. ...

At the time, CVG was largely covering the outgoing generation of 8-bit computers like the C64 and ZX Spectrum and newly-emerging 16-bit computers (the Atari ST and Commodore Amiga). However, the popularity of 8-bit computers was fading fast, the new generation of computers were extremely expensive and not exactly setting the gaming world alight, and it quickly became apparent that CVG needed a new angle to help maintain its appeal to gamers. To that end, Rignall built upon an idea first conceived by CVG contributor Tony Takoushi and launched a consoles-oriented section of the magazine called Mean Machines. The inaugural section was featured in the October 1987 issue of the magazine and largely covered games on 8-bit games systems like the Nintendo Entertainment System (NES) and Sega's Master System. More importantly, however, it included features on newly-emerging Japanese-only videogame systems such as the NEC PC Engine. These new machines piqued the interest of gamers across Britain, and very quickly became THE hot items of the moment. The Atari 520ST Atari 1040STF with SC1224 color monitor The Atari ST is a home/personal computer that was commercially popular from 1985 to the early 1990s. ... Amiga is the name of a range of home/personal computers using the Motorola 68000 processor family, whose development started in 1982. ... NES redirects here. ... Sega Corporation ) is an international video game software and hardware developing company, and a former home computer and console manufacturer. ... Sega Master System The Sega Master System (SMS for short) (Japanese: マスターシステム), was an 8-bit cartridge-based gaming console manufactured by Sega. ... NEC Corporation (Japanese 日本電気株式会社 Nippon Denki Kabushiki Gaisha; TYO: 6701 , NASDAQ: NIPNY) is a multi-national information technologies company headquartered in Minato-ku, Tokyo, Japan. ... The PC Engine was a video game console released by NEC, a Japanese company, in 1987. ...

Over the ensuing months, C+VG increased its coverage of consoles (and even started off an exclusive 'Mean Machines Megaclub'). At the same time, a new import gaming marketplace started to emerge fueled by hardcore gamers' demand for these new consoles. Small retailers across Britain began importing consoles and games directly from Japan, modified them for the UK market and sold them at a premium. With these companies ready and willing to advertise in a console-oriented magazine, Rignall and EMAP Images Publisher Graham Taylor put together some spreadsheets and a presentation to demonstrate to EMAP execs (dubbed 'Lord EMAP' in Mean Machines magazine) that a revenue stream existed that could support a dedicated console magazine. The group liked what they saw, and, in July 1990, made funds available to fully explore the potential of a Mean Machines magazine.

The first thing that needed to be created was a dummy issue so that the money-men at EMAP could see what kind of product their cash would be funding, and the magazine could be market tested. Rignall and newly-hired designer Gary Harrod spent two weeks figuring out the design and the editorial tone and style, and the results of their endeavours was the legendary Mean Machines Issue Zero. Only ten of these magazines were created (although a mini version was reprinted and given away free with Issue 15 of the magazine), and these were used to elicit feedback from potential advertisers and readers.

Birth of a Legend

Gary Harrod's amazing artwork set the magazine apart from rival publications

The feedback to Mean Machines Issue Zero was overwhealmingly positive, and the magazine was swiftly put into full production. The first issue covered the Sega Mega Drive (aka Sega Genesis), Sega Master System, Nintendo Entertainment System, Game Boy and Amstrad GX4000 consoles. However, within a few months the Amstrad soon died a painful death due to consumer apathy, and the Super Nintendo Entertainment System (aka SNES) took its place amongst the main focus line-up, making MM, in review terms at least, a Sega and Nintendo only magazine. Although these consoles were the main focus of the magazine, space was also given to other, niche machines like the NeoGeo and PC Engine. Image File history File links MM12-large. ... Image File history File links MM12-large. ... The Sega Mega Drive ) was a 16-bit video game console released by Sega in Japan (1988), Europe (1990) and most of the rest of the world. ... The Mega Drive/Genesis was a 16-bit video game console released by Sega in Japan (1988), Europe (1990) and most of the rest of the world as the Mega Drive. ... The Sega Master System (SMS for short) is an 8-bit cartridge-based gaming console that was manufactured by Sega. ... NES redirects here. ... For the entire Game Boy series of handheld consoles, see Game Boy line. ... The GX4000 was Amstrads short-lived attempt to enter the games console market. ... Amstrad is a manufacturer of electronics based in Brentwood in Essex, England and founded in 1968 by Sir Alan Michael Sugar in the UK. The name is a contraction of Alan Michael Sugar Trading. ... The Super Nintendo Entertainment System, also known as Super Nintendo, Super NES or SNES, is a 16-bit video game console released by Nintendo in North America, Brazil, Europe, and Australia. ... The Super Nintendo Entertainment System, also known as Super Nintendo, Super NES or SNES, is a 16-bit video game console released by Nintendo in North America, Brazil, Europe, and Australia. ... Neo-Geo is the name of a cartridge-based arcade and home video game system released in 1990 by Japanese game company SNK. The system offered comparatively colorful 2D graphics and high-quality sound. ... The PC Engine was a video game console released by NEC, a Japanese company, in 1987. ...

Sales of the magazine grew exponentially month after month, and issues often sold out completely. Within a year, the magazine was the best selling multi-format video games publication in the UK. Following the lead of parent magazine CVG, Mean Machines covered both domestic and imported releases, meaning that the magazine could review titles that were months away from UK release, giving it a considerable edge over the competition (Sega Power only reviewed official releases, for example). At the time, import gaming was much more popular than it is now (increased territory lockouts and swifter UK release dates have made import gaming a relatively niche pastime today) but it was still a brave choice to cater for import gamers by focusing on games that were still months away from being officially released in this country.

These days it's hard to imagine a world without the Internet. Any 'exclusive news' in today's magazines has usually been plastered all over the net for weeks. Magazines by their very nature are behind the times - they're usually written weeks before they're published. But back in 1990 videogames magazines like Mean Machines were the only medium that carried in-depth gaming news, making them must-have purchases for any avid gamer.

Mean Machines Sega and Nintendo Magazine System

As the UK video games market grew and matured, Sega and Nintendo emerged as the two dominant manufacturers. In early 1993, coming to the not-unreasonable conclusion that the general gaming public either owned a Sega console or a Nintendo console, EMAP made the bold move of splitting the magazine in two, creating Mean Machines Sega and the officially-endorsed Nintendo Magazine System (aka NMS). Reader opinion about this move was as divided as the magazine. On the positive side, each magazine could devote more space to the respective platforms, but generally the move was viewed as a negative one by 'hardcore' Mean Machines fans. Nintendo Magazine System may refer to: The British magazine known as Nintendo Magazine System until 1997, and currently known as Nintendo Official Magazine, launched in October 1992; The defunct Australian magazine Nintendo Magazine System (Australia), launched in April 1993 and folded in August 2000. ...

After the split, the magic that made Mean Machines such an enjoyable read began to vanish. This was largely due to the original Mean Machines team of Rignall, Harrod, Oz Brown, Richard Leadbetter and Radion Automatic being split between the new magazines and new staff members being bought in. With the team now working on two seperate floors of EMAP Image's Priory Court offices (often referred to 'EMAP Towers' in the MM magazines), the outrageous humor, competitive spirit and intense synergy that made the original Mean Machines team such a creative force was watered down. Compounding the situation was the fact that because NMS was an officially-endorsed Nintendo product, it could not push its editorial tone and humor to the same extremes as the original Mean Machines, and the truly anarchic, I-can't-believe-they-just-said-that editorial spirit of Mean Machines was phased out. Richard Leadbetter is a magazine writer and editor who has worked on some of the best-selling videogame magazines of the past twenty years including Computer & Videogames, Mean Machines, Mean Machines Sega, Maximum, Official Sega Saturn Magazine and PlayStation World. ... Radion Automatic (real name Edward Laurence) started out on UK multiformat videogame magazine Mean Machines. ...

End of an Era

For EMAP the gamble paid off and sales figures for both MM Sega and NMS eclipsed those of the original MM. However, the success was fairly short-lived. After a record-breaking launch, monthly sales of NMS settled down to a level just below the original Mean Machines at its peak, and the circulation of MMS began to decline, a situation not helped when, at the end of 1993, EMAP Images launched the officially-endorsed Sega Magazine, which cannibalized sales of its own independent Sega publication.

It was at this time that Rignall felt there was a desperate need to relaunch Mean Machines, and essentially start a new Mean Machines dynasty by launching an all-new magazine designed to cover the emerging 32-bit consoles such as the Sony Playstation and Sega Saturn. He and new EMAP Images designer Dave Kelsall spent several weeks together creating a dummy called Tekno, an all-new magazine with a similar editorial style to Mean Machines, but featuring a revolutionary new design and review style, and new kinds of editorial features. The original PlayStation was produced in a light grey colour; the more recent PSOne redesign sports a smaller more rounded case. ... The Sega Saturn ) is a 32-bit video game console, first released on November 22, 1994 in Japan, April 27, 1995 in North America and July 8, 1995 in Europe. ...

With strong potential advertising support, the new magazine seemed to be a given. But instead of launching it, the EMAP Images execs made the fateful decision to instead use the division's magazine launch funds to publish a Home Theatre magazine. This essentially was the death knell of the divion. Frustrated and unwilling to work on magazines he felt were past their prime, Rignall left the Mean Machines team for pastures new. Other members of the team moved out too, or transitioned to other EMAP publications, and very quickly, Mean Machines Sega began to run out of steam.

The magazine soldiered on until the 32-bit era, when it eventually was incorporated into Official Sega Saturn Magazine (along with EMAP's official Sega Magazine). Nintendo Magazine System became Official Nintendo Magazine, and survived into the 21st century until the official Nintendo licence was recently won by Future Publishing. The last Mean Machines magazine was Mean Machines Playstation (and it was only Mean Machines in name - the editorial style was a far cry from its predecessor). This soon folded as simply couldn't compete with the massive success of Official Playstation Magazine. Cover of Sega Saturn Magazine, June 1998 Sega Saturn Magazine was a monthly UK magazine dedicated to the Sega Saturn. ... April 2006 issue (Issue 2). ... To meet Wikipedias quality standards, this article or section may require cleanup. ...

With sales of most of its magazines falling fast, in late 1994 EMAP Images gave Richard Leadbetter and Gary Harrod the chance to launch a new multiformat magazine, Maximum. Although it was critically lauded and extremely well recieved by the hardcore gamer base, it was launched too late to really gain a foothold in the new 32-bit console marketplace, and despite good sales, it didn't generate enough advertising revenue to help the rest of the division. By 1996, EMAP PLC decided to step out of the computer and videogames magazine marketplace and pulled the plug on EMAP Images. Richard Leadbetter is a magazine writer and editor who has worked on some of the best-selling videogame magazines of the past twenty years including Computer & Videogames, Mean Machines, Mean Machines Sega, Maximum, Official Sega Saturn Magazine and PlayStation World. ...

There has recently been talk of a new Mean Machines magazine, but if it is launched, it's doubtful whether it would be staffed by the original Mean Machines team. But you never know...

Connected Magazines

Gary Harrod

Richard Leadbetter went on to edit Sega Saturn Magazine and then joined forces with Gary Harrod to create hardcore gamers magazine Maximum. Although it had lavish production values and was bursting with quality content, the magazine failed to sell as well as EMAP expected and it folded after a few months, although in recent years it has gained a cult following and is now widely regarded as one of the finest publications of the era. Leadbetter later joined Computec and launched Playstation World, which was a massive success and was later purchased by Future Publishing. Harrod also worked on US magazine Gamers Republic before returning to the UK to establish his own design company. Image File history File links Garyharrod. ... Image File history File links Garyharrod. ... Richard Leadbetter is a magazine writer and editor who has worked on some of the best-selling videogame magazines of the past twenty years including Computer & Videogames, Mean Machines, Mean Machines Sega, Maximum, Official Sega Saturn Magazine and PlayStation World. ... To meet Wikipedias quality standards, this article or section may require cleanup. ...

Key Staff Members

Julian Rignall (Editor), Gary Harrod (Designer), Richard Leadbetter (Staff Writer), Radion Automatic (Staff Writer), Oz Browne (Designer), Matt Regan (Staff Writer), Angus Swan (Staff Writer), Paul Glancey (Contributor), Rob Bright (Staff Writer) Julian Jaz Rignall was a reviewer for the seminal Commodore 64 magazine ZZap! 64. ... Richard Leadbetter is a magazine writer and editor who has worked on some of the best-selling videogame magazines of the past twenty years including Computer & Videogames, Mean Machines, Mean Machines Sega, Maximum, Official Sega Saturn Magazine and PlayStation World. ... Radion Automatic (real name Edward Laurence) started out on UK multiformat videogame magazine Mean Machines. ... Matt Regan was one of the original team that launched UK multiformat videogame magazine Mean Machines. ... Angus Swan is a successful writer and editor who has worked on magazines such as Mean Machines, Mean Machines Sega and Official Sega Magazine. ... Paul Glancey made his first steps into the videogame industry as a writer with Zzap!64 and CVG before contributing a few reviews to Mean Machines (Wrestle War] in issue 9 was the first). ...

External links

• Mean Machines
• Mean Machines Magazine