Phoenix Magazine and the History of Simpubs Ltd.
The landscape of tabletop wargaming in the 1970s was shaped by dedicated publishers and the passionate communities that supported them. One such chapter in this history is the rise and fall of Simpubs Ltd. and its influential periodical, Phoenix, which served as a vital hub for wargamers in the United Kingdom.
The Origins of Simpubs Ltd.
The journey began in 1974 when Simulations Publications Inc. (SPI), a major American wargame publisher, began shipping games to J.D. Bardsley in the UK. Operating under the name SP/UK, Bardsley served as a sales representative, distributing games through mail orders and face-to-face interactions at gaming conventions.
The demand for these games grew rapidly. By March 1976, SP/UK had sold 25,000 units. To manage this growth, SPI established a formal British subsidiary in June 1976 known as Simpubs Ltd.
[ไม่มีภาพประกอบ]The Rise of Phoenix Magazine
Following the model of SPI's own house magazine, Moves, Simpubs launched a bi-monthly periodical called Phoenix. With J.D. Bardsley serving as the managing editor, the magazine debuted in June/July 1976.
From its inception, Bardsley intended for Phoenix to be more than just a promotional tool for the company. He envisioned a publication dedicated to game reviews, play strategies, rule modifications, additional scenarios, and historical articles that compared game events with actual history. True to this vision, the first issue featured reviews not only of SPI products but also of titles from rival companies such as Avalon Hill and Game Designers Workshop.
Growth and Influence
Phoenix grew steadily in both size and reputation. It began as a slim 12-page publication, expanding to 16 pages by Issue 4, 20 pages by Issue 5, and 24 pages by Issue 10 in November/December 1977. By 1980, the publication was described as "flourishing" by The Best of Board Wargaming.
The magazine became known for high-quality content, including Bob Campbell's authoritative study of The Campaign for North Africa featured in Issue 24.
[ไม่มีภาพประกอบ]The Decline and Final Issue
The magazine reached its peak size of 36 pages in Issue 30 (March/April 1981). However, the stability of the publication was tied to its parent company. A year later, SPI faced severe financial difficulties and was unexpectedly acquired by TSR.
While TSR continued to support US-based SPI publications like Ares, Moves, and Strategy & Tactics, they withdrew support for the UK-based Simpub. In the March/April 1982 issue (Issue 36), editor John Spence informed readers that the magazine would continue as Simpub transitioned into an independent company.
Ultimately, no new independent company was formed, and Issue 36 became the final edition of Phoenix.
Key Facts
- Founded: Simpubs Ltd. was formed in June 1976 as a UK subsidiary of SPI.
- Sales Milestone: SP/UK sold 25,000 units by March 1976 prior to the formal creation of Simpubs.
- Publication: Phoenix was a bi-monthly magazine launched in June/July 1976.
- Peak Size: The magazine reached a maximum of 36 pages in Issue 30.
- End of Run: The final issue (Issue 36) was published in March/April 1982.
- Cause of Closure: Loss of support following the acquisition of SPI by TSR.
| Milestone / Issue | Date | Page Count | Key Event |
|---|---|---|---|
| Issue 1 | June/July 1976 | 12 | Launch of the periodical |
| Issue 4 | 1976/1977 | 16 | First expansion |
| Issue 10 | Nov/Dec 1977 | 24 | Continued growth |
| Issue 30 | March/April 1981 | 36 | Maximum size reached |
| Issue 36 | March/April 1982 | Varies | Final issue published |
Frequently Asked Questions
What was the purpose of Phoenix magazine?
Phoenix was designed as a comprehensive wargaming periodical featuring game reviews, strategy guides, historical articles, and rule modifications, covering both SPI products and those of its competitors.
Who was J.D. Bardsley?
J.D. Bardsley was the original UK sales representative for SPI (operating as SP/UK) and the managing editor of the first issues of Phoenix magazine.
Why did Simpubs Ltd. cease operations?
Simpubs Ltd. lost its financial and corporate support after its parent company, SPI, was taken over by TSR, which chose not to maintain the UK-based subsidiary.
Did Phoenix only review SPI games?
No. From its first issue, Phoenix included reviews of wargames from other companies, specifically mentioning Avalon Hill and Game Designers Workshop.
How many issues of Phoenix were published in total?
The magazine ran for 36 issues, concluding in March/April 1982.