Sony’s Monitor division had never been a volume advertiser in the
information technology press.
The division, which makes computer monitors, spent sporadically and
spread its budget across Dennis Publishing and rival publishers’
That is, until James Hogg, the 27-year-old senior sales executive on PC
Pro, had a bright idea. Knowing Sony Monitor was keen to build brand
awareness, Hogg - who is now at MacUser - suggested Dennis create a
Sony-sponsored guide so it could display its wares to the target
After factory visits, editorial commissioning and advertising
scheduling, the supplement went out with that July’s issue.
The A4, 24-page, full-colour supplement ate up Sony Monitor’s entire
quarterly IT press advertising budget. This time PC Pro was the only IT
magazine to appear on the media schedule. And it even helped Sony shift
a few more computer monitors.