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SONY MINIDISC TARGETS COLLEGE MARKET; BIG TEN PROMOTION DESIGNED TO INCREASE FORMAT AWARENESS

 NEW YORK, Sept. 3 /PRNewswire/ -- In an effort to increase awareness of the new MiniDisc format among younger music buyers, Sony (NYSE: SNE) is conducting two promotions this fall that will target the important college market.
 Both of these promotions are designed to reach those on-the-go lifestyle enthusiasts who are most open to innovative new products and technologies.
 MiniDisc At The Big Ten
 The first of these efforts, "MiniDisc At The Big Ten" will begin Saturday, September 4, at Penn State and continue through late November on major midwest campuses. Each event will be highlighted by a MiniDisc tailgate party and live radio broadcast using MD hardware from the site of the Big Ten football games.
 "The Big Ten schools are ideal for promotions of this type because they have large student populations, most of which are outside large metropolitan areas," said Bob Sherwood, vice president-sound technology marketing, Sony Software Corporation. "This program represents another important step in taking the MiniDisc message to a broader national audience."
 The tailgate parties will be conducted in cooperation with local radio stations, which will broadcast live on site, utilizing actual MiniDisc products. To generate excitement, a number of giveaways will be provided, including Sony MiniDisc players and music titles, as well as MD promotional goods.
 The campus events will be staffed by Sony Music college marketing representatives, as well as MD specialists from the Sony Corporation. Sony will also conduct MD demonstrations for college newspaper journalists in each market, in order to promote a better understanding of the format's benefits.
 The following dates have been confirmed for "MiniDisc at the Big Ten" events:
 September 4 - Penn State
 September 11 - Michigan State
 September 25 - University of Michigan
 October 2 - Purdue University
 October 9 - University of Illinois
 October 16 - University of Iowa
 October 23 - University of Minnesota
 October 30 - Indiana University
 November 6 - University of Wisconsin
 November 20 - Northwestern University
 "U. Magazine" Program
 To further expand the MD message, Sony will also take the MiniDisc message to over 500 colleges this year through its participation in the "U. Magazine" back-to-school program.
 The program began last May, with a mailing of the publication's special back-to-school issue, which was sent directly to the homes of more than 800,000 members of this incoming freshman class.
 The publication will also be distributed this fall as part of Whittle Communications "Good Stuff" student sampling box. These boxes will reach over 1,300,000 dormitory residents located on 520 campuses throughout the United States.
 With these campus promotions, Sony continues its push to establish MiniDisc as the choice for the portable audio market.
 -0- 9/3/93
 /CONTACT: Gayle Farrell, 212-702-2811, or Paul Foshino, 201-930-6609, both for Sony Software Corporation/
 (SNE)


CO: Sony Software Corporation ST: New York IN: ENT SU: PDT

TM -- NY042 -- 8985 09/03/93 17:32 EDT
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Publication:PR Newswire
Date:Sep 3, 1993
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