the previous editor-in-chief, Dan Costa. Costa was editor-in-chief from August 2011 to December 2021. Lance Ulanoff held the position of editor-in-chief from July 2007 to July 2011. Jim Louderback was editor-in-chief before Ulanoff, from 2005, and left when he accepted the position of chief executive officer of Revision3, an online media company. Development and evolution The magazine has evolved significantly over the years. The most drastic change has been the shrinkage of the publication due to contractions in the computer-industry ad market and the easy availability of the Internet, which has tended to make computer magazines less "necessary" than they once were. This is also the primary reason for the November 2008 decision to discontinue the print version. Where once mail-order vendors had huge listing of products in advertisements covering several pages, there is now a single page with a reference to a website. At one time (the 1980s through the mid-1990s), the magazine averaged about 400 pages an issue, with some issues breaking the 500- and even 600-page marks. In the late 1990s, as the computer-magazine field underwent a drastic pruning, the magazine shrank to approximately 300 and then 200 pages. It has adapted to the new realities of the 21st century by reducing its once-standard emphasis on massive comparative reviews of computer systems, hardware peripherals, and software packages to focus more on the broader consumer-electronics market (including cell phones, PDAs, MP3 players, digital cameras, and so on). Since the late 1990s, the magazine has taken to more frequently reviewing Macintosh software and hardware. The magazine practically invented the idea of comparative hardware and software reviews in 1984 with a groundbreaking "Project Printers" issue. For many years thereafter, the blockbuster annual printer issue, featuring more than 100 reviews, was a PC Magazine tradition. PC Magazine was one of the first publications to have a formal test facility called PC Labs. The name was used early in the magazine but it was not until PC Labs was actually built at the magazine's 1 Park Avenue, New York facility that it became a real entity in 1986. William Wong was the first PC Labs Director. PC Labs created a series of benchmarks and older versions can still be found on the internet. PC Labs was designed to help writers and editors to evaluate PC hardware and software especially for large projects like the annual printer edition where almost a hundred printers