4 to 8 character "nodename" (later 3–16 character "hostname") in the .demon.co.uk domain e.g. example.demon.co.uk. This allowed users to receive SMTP mail and other IP traffic direct to their computers. It was possible to operate independently of Demon or to make use of Demon's mail, news and IRC servers. Demon was the first ISP to pioneer SDU service priced at £10 a month plus VAT (£10 only for the founder members), described in the sales literature as a "tenner a month". The low price attracted enough new customers that it was profitable and served to expand Internet usage in the UK. Demon Internet received a healthy boost in user numbers when the UK Internet Book, written by pioneering internet writer Sue Schofield, negotiated with Demon to include a discount coupon in the book for newcomers to Demon. The book needed a change to Demon's mail systems. Schofield demanded and got a POP3 mail option added to the Demon service. The book sold 15,000 copies of the first print run, many readers subscribing to Demon. Thanks to Demon Systems, Demon Internet always had a strong programming team allowing it to create solutions to emerging issues in-house. All three directors were programmers and Stanford wrote many business-critical pieces of software, writing modules to adapt MMDF to Demon's purposes. Mark Turner, originally one of Demon System's developers, wrote many of the accounts and operational systems. As Stanford was increasingly absorbed with corporate activities, Neil McRae eventually took over the work on the mail system. Oliver Smith moved from Systems to Internet to automate services for internal and corporate customers, establish Demon as a technical leader in industry forums such as the RIPE, DNS registry communities, e.g. .uk, and emerging open-source development communities etc. Later Peter Galbavy was brought in to develop solutions for interoperability issues and Ronald Khoo developed low-level networking solutions that allowed the company to run on free operating systems and PC-based hardware. Many other key Demon people started out as developers – Giles Todd, Clive Feather, Richard Clayton. Armed with so many developers, many of whom made names for themselves within the developing industry, Stanford used the company's ability to contribute its developments to the Open Source community as a means of developing Demon's reputation beyond what its Internet service commanded. Demon's home-dialup focus was also its Achilles heel. The company had some exposure after sponsoring Fulham F.C., but British