DIARY - ICE TO ESKIMOS - Dennis’s techie guide lures Sony into a budget blower

Sony’s Monitor division had never been a volume advertiser in the information technology press.

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’

titles.



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

market.



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.



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