AU (formerly Alternative Ulster) - magazine

AU (formerly Alternative Ulster) was a magazine written, designed and published in Belfast, Northern Ireland. Although predominantly a music magazine, AU covered other aspects of popular culture, such as movies, comics, games and the arts. The magazine was launched in June 2003. 81 issues were published in total, with the final issue being published in March 2012.Alternative Ulster (named after a song by Stiff Little Fingers) started life in March 2002 as a radio show on Belfast community station Northern Visions, as well as a website. Early the following year, a prototype 'Issue Zero' was launched, promising to provide "the best reportage from the local world and beyond."Local band Therapy?, headlined the official launch party in the Mandela Hall on 6 June 2003. In 2004, the magazine won Magazine of the Year.

The magazine underwent a massive redesign and relaunch in February 2007, when the name officially changed from Alternative Ulster to AU. Though it continued to cover the best in Northern Irish music, the name change reflected the wider scope that the magazine had. The very best Irish acts sat side-by-side with the best in alternative music from around the world.

For Issue 63 AU made the switch from a paid-for title to a free publication. The actual quality of the magazine remained exactly the same as the paid-for product. The aim was to increase advertising sales by increasing circulation, and that this would offset the loss of sales. The strategy proved successful and AU remained a free publication until it ceased in 2012.

AU went under its final and most extensive redesign for Issue 71. The spine was replace with a saddle stitch, the heavyweight cover was dropped, and the paper was changed from a silk to an uncoated stock. The whole internal design was overhauled, with each section and style being tweaked and improved. The final redesign was arguably the strongest and most consistent finish the magazine had received.

The overall remit of AU was to place the best of Northern Irish and Irish music, culture and lifestyle alongside big international names and content. The ethos was that there was regional talent on a par with that from the rest of the globe, and so it should be treated in the same fashion. From the very first issue regional bands were covered in every way possible, including large features, record reviews, live reviews, news, short pieces and more. There were also many photo shoots conducted with regional acts, and the photography and design was a key component of the magazine.

A number of Northern Irish acts appeared as cover stars of the magazine, including Two Door Cinema Club, Snow Patrol, Therapy?, Ash, Duke Special, The Answer, Panama Kings, And So I Watch You From Afar and David Holmes.

While the focus of the magazine was on music, other cultural content was extensively covered, including film, books, arts and more.