Ziff-Davis Publishing title PC Computing
, Foster City, Calif., signs its first automotive advertiser, Lexus, this May. Publisher Chris Dobbrow said his book will likely expand its roster of non-endemic advertisers if their creative communicates a relationship to technology, such as a URL listing. "If car advertisers run just cars (in creative) it would be intrusive," he said. The PC Computing
brand also plans to launch PCC TV on its Web site this spring as an online "TV" show about computing. PCC TV will be sponsored by advertisers.