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Japanese Publishing Industry Trends and New Non-Fiction Trends

Learn about the Japanese publishing industry, including recent trends in book and magazine sales, e-books, distribution channels, and the cultural differences that affect book sales. Discover new trends in non-fiction books, including business and self-improvement, books for women, and the challenges faced by Japanese millennials.

williamkjackson
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Japanese Publishing Industry Trends and New Non-Fiction Trends

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  1. Discover 21JapanAsian Publishing Fellowship in Seoul

  2. About Me • 2011-2012 Bookstore sales • 2012 – 2013Transferred to an affiliate company and worked as the chairman’s assistant • 2014 – 2015PR, Advertising• 2015 – PresentBook editing（chiefly business and society）as the lead editor in my section

  3. About Us -Founded in 1985 -Contracted stores Approximately 4,000 stores with regular transactions -No. of contents 1700books published so far

  4. About Us -Our mission Discover your resource -Our strengths ・Direct-sales strategy ・Reader loyalty of the Discover 21 brand ・ We are constantly creating new kinds of publications ・Early adoption of e-books

  5. What We Publish Personal Growth Business Lifestyle Popular Science Education, Lifestyle, Health, Beauty, Fitness, Current Events etc.

  6. Japanese Market Trends Magazine(100 hundred billion yen) Books(100 hundred billion yen) Number of the new books(ten thousand) The market continues to shrink while the number of new books remains high

  7. Book and Magazine Sales in Bookstores 2010 Predictions Actual 2015 sales By the hundred miillion Books Magazines Sales of books were more robust than predicted while magazine sales fell short of predictions

  8. E-Books Market trends 2013 E-books by genre Comic Literature Practical books Photo books Others By the hundred miillion 単位：億円 Impress Resarch Institute インプレス総合研究所より The market continues to grow, but comics make up 75% of sales

  9. Distribution Channels E-books Convenience stores (co-ops and stationary shops excluded) Online shop Brick and mortar shop Bookstore sales weaken as sales in convenience stores and online are on the rise

  10. Number of the books by genres Convenience stores (co-ops and stationary shops excluded) Online shop Social popular E-books Others art finction children

  11. New Trends in Non-Fiction

  12. But before explaining, we have to think…

  13. Question 本のサナギ賞 Why don’t the same books sell well in every country?

  14. Answer 本のサナギ賞 Because there is a “cultural difference”.

  15. What is Japanese culture? 本のサナギ賞 Japan is a very strange country.

  16. What is strange? 本のサナギ賞 1: We don’t like to compete with others 2: We assume we’re all same 3: We are ultimately optimistic

  17. １ We don’t like to compete with others

  18. 本のサナギ賞 American value results. Japanese value attitude.

  19. 本のサナギ賞 Americans think of the goal as “maximum results with minimal effort”.

  20. 本のサナギ賞 Japanese think the goal is “Do it in proper way”.

  21. 本のサナギ賞 Americans think about how to win, while Japanese people think about how to coexist

  22. 本のサナギ賞 Perhaps this is because we Japanese have historically not had to compete.

  23. 本のサナギ賞 Although we like books about strengthening ourselves as well, ours are more often related to getting along with others. 超一流の雑談力

  24. 2 We assume we’re all same

  25. 本のサナギ賞 For example, if there had not been enough lifeboats on the Titanic…

  26. 本のサナギ賞 We have a concept of ichioku sochuryu, or “everyone is middle class”

  27. 本のサナギ賞 What is the best slogan ever in Japan?

  28. 本のサナギ賞 Uretemasu! “It is selling well!”

  29. 本のサナギ賞

  30. 3 We are ultimately optimistic

  31. 本のサナギ賞 Japan: an advanced country with advanced problems

  32. 本のサナギ賞 So why don’t they do something about it?

  33. 本のサナギ賞 Because everyone is too comfortable at present

  34. New Trends in Non-Fiction

  35. １ Business and Self-Improvement slump

  36. No work has broken a million or even 500,000 sales since “Courage to be hated”. Even breaking 100,000 has become rare. １ Korean edition Courage to be hated

  37. 2 Books for women are going strong

  38. 2 Stylist books In particular Choose clothes easily K.K Closet

  39. 3 Conservative and unmotivated Japanese millenials

  40. 3 The youth of Japan, and perhaps in the whole of The West as well, seem to lack desire. Loveless Youth

  41. Thank you for Listening 本のサナギ賞 Many thanks to my colleagues at Discover21 for their valuable information, insights and feedback during preparation for this presentation. For inquiries please contact s-inoue@d21.co.jp

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