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1 Since 25/Jun/1879 ~ First issue 29/July/2012. 1. The standing position Of the newspaper in Japan 2.

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Presentation on theme: "1 Since 25/Jun/1879 ~ First issue 29/July/2012. 1. The standing position Of the newspaper in Japan 2."— Presentation transcript:

1 1 Since 25/Jun/1879 ~ First issue 29/July/2012

2 1. The standing position Of the newspaper in Japan 2

3 Asahi, Yomiuri,Nikkei – major national paper Over 100 local papers 3

4 general and liberal liberal conservative general not general Nikkei 4 Yomiuri

5 Source: “World Press Trend 2007,” WAN 5

6 6 Source: “National media contact and evaluation survey 2012” The Japan Newspaper Publisher & Editors Association

7 Value of Advertising in Newspaper in Japan? 7

8 8

9 9 Newspaper Ads see signs of recovery after Source: “Japan advertising expenditures of the first half year of 2012,” issued by Dentsu, inc. 2012(January-June) 12.3% increase AD Spend by columns for Japanese nationwide newspapers 118 brand (compared with the year-earlier period) National paper12.3% Block newspaper Local newspaper Sports paper 7.3% 10.1% 0.2%

10 10 Source: “National media contact and evaluation survey 2012” The Japan Newspaper Publisher & Editors Association

11 Trustworthy 1. Newspaper ad (43.8%) 2. TV commercial (36.2%) 3. Radio commercial (9.6%) Useful 1. Newspaper ad (27.6%) 2. TV commercial (20.9%) 3. Internet ad ・ PC (15.8%) Neutral and Impartial 1. Newspaper ad (30.1%) 2. TV commercial (18.6%) 3. Internet ad ・ PC (8.6%) 11 Source: “National media contact and evaluation survey 2012” The Japan Newspaper Publisher & Editors Association

12 2. Asahi as Japan’s leading daily 12

13 Source: “J-READ 2010," Video Research Ltd. 13

14 Source: “J-READ 2010," Video Research Ltd. 14

15 Source: “J-READ 2010," Video Research Ltd. Subscribing newspaper by income level (multiple answers) 15

16 Source: “J-READ 2010," Video Research Ltd. Opera and Theatre 1. Asahi (28.0%) 2. Yomiuri (22.0%) 3. Nikkei (12.0%) Art museum 1. Asahi (25.0%) 2. Yomiuri (21.4%) 3. Nikkei (8.0%) Hybrid and plug-ins car 1. Asahi (33.1%) 2. Yomiuri (16.6%) 3. Nikkei (8.0%) 16

17 17 Award Winner; The Asahi Shimbun’s Colour Quality

18 ・ High educational background ・ Business decision makers Asahi is the leading quality paper 18 ・ Luxury brand advertisers ・ Affluent consumers

19 3. Advertising trends in Asahi Shimbun 19

20 - utilized as a promotion tools Area-focused Supplement 【 geo-graphical database 】 Integrated distribution map efficiently reach residents by demographics Shampoo sample 20

21 21 07/Mar/2012 full page 30/May/ columns 04/Jun/ columns

22 - concentrating Ads Hermes 11/Dec/ columns Hermes 13/Dec/2011 ~ 19/Dec/2011 quarter pages 22

23 23 ・ Still high in the evaluation Newspaper advertising ・ Active use of foreign advertisers ・ Powerful media network ・ The most advanced printing quality Asahi Shimbun ・ With excellent readers


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