Ex-Loaded Editor To Launch Sony Magazine

Sony has hired former Loaded editor Tim Southwell to helm its first magazine, which will have a cover price of £4.50.

Produced by Haymarket Network, the first issue will feature interviews with Cameron Diaz and Sony-BMG-owned Columbia Records’ co-chairman Rick Rubin.

The magazine will also offer an advance look at films, music and technology currently being worked on in various parts of the Sony corporation.

Although the title has a relatively high cover price, of a print run of 300,000 copies only 5,500 will be available on newsstands, with a further 115,000 copies in 140 Sony centres.

The rest are expected to be given away to customers who spend over £50 with the electronics giant and to 135,000 people on the Sony database.

A report on MediaGuardian.co.uk quotes Mikah Martin-Cruz, the general manager of marketing at Sony UK, as saying: “Haymarket’s approach to Sony’s customer magazine delivers a tangible view of the total scope of the brand, evolving consumers’ perception of the business from an electronics company to a digital entertainment brand, clearly illustrating Sony’s joined-up story of content creation to content enjoyment.

“Delivery of a magazine experience that is genuinely entertaining is uppermost in our minds as we seek to establish a deeper relationship with our consumers.

“Sony Magazine first and foremost should entertain readers and then provide them with unique access to Sony, its content and its hardware while providing a clear view and understanding of the best technology and most exciting content on the market.”

Haymarket Publishing: 020 8267 5000 www.haymarketgroup.com