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potential of Newspaper advertising

Since 25/Jun/1879 ～ First issue. 29/July/2012. potential of Newspaper advertising. 1. The standing position Of the newspaper in Japan. Japan’s dailies market overview. Asahi, Yomiuri ,Nikkei – major national paper. Over 100 local papers.

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potential of Newspaper advertising

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

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

  3. Japan’s dailies market overview • Asahi, Yomiuri ,Nikkei – major national paper • Over 100 local papers

  4. Characteristics of each newspaper • general and liberal general Yomiuri conservative liberal Nikkei not general

  5. Asahi – nearly 100 % home delivery Source: “World Press Trend 2007,” WAN

  6. Continued stability of newspaper readership Source: “National media contact and evaluation survey 2012” The Japan Newspaper Publisher & Editors Association

  7. Value of Advertising in Newspaper in Japan?

  8. earthquake struck Japan

  9. Advertising situation a year after the earthquake 2012(January-June) 12.3% increase AD Spend by columns for Japanese nationwide newspapers 118 brand (compared with the year-earlier period) <Increase rate in newspaper groups> National paper 12.3% Block newspaper 7.3% Local newspaper 10.1% Sports paper 0.2% Newspaper Ads see signs of recovery after 2011. Source: “Japan advertising expenditures ofthe first half year of 2012,” issued by Dentsu, inc.

  10. Newspapers advertising are matured Source: “National media contact and evaluation survey 2012” The Japan Newspaper Publisher & Editors Association

  11. Newspaper ads are reliable Trustworthy Useful １．Newspaper ad (43.8%) 　２．TV commercial (36.2%) 　３．Radio commercial (9.6%) 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%) Source: “National media contact and evaluation survey 2012” The Japan Newspaper Publisher & Editors Association

  12. ２．Asahi as Japan’s leading daily

  13. Quality readership University graduates prefer Asahi Source: “J-READ 2010," Video Research Ltd.

  14. Quality readersBusiness decision makers’ choose Asahi Source: “J-READ 2010," Video Research Ltd.

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

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

  17. The most advanced printing quality Award Winner; The Asahi Shimbun’s Colour Quality

  18. The leading quality newspaper in Japan ・High educationalbackground ・Business decision makers ・Affluent consumers ・Luxury brand advertisers Asahi is the leading quality paper

  19. ３．Advertising trends in Asahi Shimbun

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

  21. Government-organization---- Thailand ---- 07/Mar/2012full page 30/May/20127 columns 04/Jun/20127 columns

  22. A Variety of international brands clients advertising - concentrating Ads Hermes 11/Dec/201160columns Hermes 13/Dec/2011～19/Dec/2011quarter pages

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

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