Morning edition Strong and Stable Circulation The Shimbun, a national daily, gives advertisers several options for specific geographic coverage with five regional editions. We have both morning and evening editions delivered separately each day. Our overall newspaper circulation remains strong and stable in Japan and is sustained by our unique delivery system. Daily circulation by edition Evening edition 113,871 (copies) 51,174 71,505 25,980 (copies) 329,168 557,913 1,788,603 6,258,582 3,469,027 688,482 1,956,484 1,119,343 Tokyo Osaka Seibu(Kyushu) Nagoya Hokkaido Tokyo Osaka Seibu(Kyushu) Nagoya Hokkaido SourceʺABC Report of Jan. Jun. 2017,ʺJapan Audit Bureau of Circulations
Nearly 100% Home Delivery The Shimbun is distributed almost every day nationwide. Household subscriptions account for 99.5% of the total circulation, which ensure advertisers can reach millions of stable and loyal readers. Home delivery rate Home delivery system ensures stable readership Home delivery Single copies Mailed Total 99.5% National 6,226,435 32,141 6 6,258,582 27 Printing sites with 300 presses 3,000 Delivery agents ( ServiceAnchors) 70,000 Delivery people Household subscriptions account for almost 100% NO 7.9% N/A 0.8 % Do you think home delivery system is indispensable? (n=3,845) YES 92.1% Source: ʺABC Report of Jan Jun. 2017,ʺ Japan Audit Bureau of Circulations Source: ʺNational media contact and evaluation survey,2015,ʺ The Japan Newspaper Publisher & Editors Association
Delivered to more readers in the three major metropolitan area With the Shimbun you can reach 15.5% of the population nationwide. Focusing on metropolitan areas, you can target 21.0% of people in the Tokyo, Osaka and Nagoya regions. Subscription rate The three metropolitan area 15.5% 21.0% Tokyo Metropolitan area Tokyo, Kanagawa, Chiba, Saitama Nationwide (n=88,168) Three major metropolitan area (n=46,242) Osaka Metropolitan area Kyoto, Osaka, Hyogo,Nara Subscription rate Others Subscription rate Others Nagoya Metropolitan area Aichi, Gifu,Mie Source: ʺConprehensive National Newspaper Survey(J READ)ʺ, Octover 2016, Video Research Ltd.
Read by 14 million people daily One copy is read by an average of 2.3 people, who typically read our paper at home in the morning, which means the Shimbun morning edition is read by 15million individuals per day in Japan. Readers per copy (National, morning edition) (n=13,646) Read by business paper subscribers Duplicate subscription rate of The and The 0 person 0 10 20 30 40 50 0.2 subscribers who read 4.5% 1 person 15.7 n=13,666 2 person 45.9 3 person 4 person 8.7 24.5 n=4,900 5 person and more 2.1 subscribers who read 12.6% Source: ʺConprehensive National Newspaper Survey(J READ)ʺ, Octover 2016, Video Research Ltd.
Gender and Age The readership of Japanʹs national newspapers tends to feature similar gender and age demographics. Subscriber composition of other dailies by gender and age, compared to the Shimbun Gender and Age 0 3 6 9 12 15 Female Male 60~ 50~ 40~ 30~ 20~ 15~19 60~ 50~ 40~ 30~ 20~ 15~19 3.7 3.5 3.4 3.7 7.3 6.9 7.4 7.0 9.7 9.7 10.0 9.4 9.0 8.7 9.1 8.7 9.4 8.8 9.0 8.5 11.0 11.1 11.8 13.2 (n=13,666) Others (n=59,504) Source: ʺConprehensive National Newspaper Survey(J READ)ʺ, Octover 2016, Video Research Ltd.
Highly Affluent Readers Our paper is widely read in households with above average financial assets. The is the mostread newspaper with a financial assets of at least JPY 100 million. Subscription rate by household financial assets JPY 100 million or higher (n=980) 12 14 16 18 20 22 20.7 15.4 19.7 0 Source: ʺConprehensive National Newspaper Survey(J READ)ʺ, Octover 2016, Video Research Ltd.
Highly Educated Readers The Shimbunʹs qualitynewsreportingattractsreaderswithahigheducationlevel.thisisboth to obtain insight into international and domestic news, and no doubt, allows these readers to seek oppotunities to improve their earnings. Subscription rate among college and university graduates Subscriberʹs educational background of subscribers (n=27,103) 0 5 10 15 20 25 1.8 20.5 (n=13,666) 25.8 20.7 38.7 12.0 1.0 10.3 2.7 Other newspapers (n=59,504) 33.7 22.4 28.8 11.3 1.1 18.7 0 0% 20% 40% 60% 80% 100% Junior high school High school Junior college University, graduate school still in school Unknown Source: ʺConprehensive National Newspaper Survey(J READ)ʺ, Octover 2016, Video Research Ltd.
The effectiveness of newspaper advertisements is dependent on the environment in which they are read. In Japan many people head to work on crowded trains, limiting their ability to read full newspaper pages. For example, as business readers of typically read their paper at the office or in cramped trains - they 8 Home Readership are often unable to see full page advertisementsclearly. As the Shimbun is most often read at home it is easier for readers to relax, and take in fully advertisements spread over one page. Readership by time and place (Morning edition, weekdays) At home While commuting At theoffice 6 4 2 0 8 a.m. 5 p.m. 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 At home a.m 0 1 2 While commuting 3 4 At theoffice 6 4 2 0 a.m. 5 p.m. 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 a.m 23 0 1 2 3 4 Source: ʺBusinesspeople Survey 2013ʺ The Shimbun Company
Read by Business Leaders Compared to the and the, The Shimbun is chosen by senior executive. Subscription rate by Occupation Managerial levels (n=339) Office workers (n=3,000) 35.1 22.1 23.6 13.4 28.6 21.4 0 10 20 30 40 0 5 10 15 20 25 Source: ʺBusinesspeople Survey 2013ʺ The Shimbun Company
Preferred by Opinion Leaders The Shimbun is the most widely read paper among cultural leaders and other influential opinion leaders. Subscription rate by occupation Member of parliament 2015 University president Medical doctor 2013 2013 (n=56) (n=175) (n=243) 0 10 20 30 40 50 60 0 10 20 30 40 50 0 10 20 30 40 53.6 40.0 30.9 48.2 27.4 21.4 48.2 16.0 26.3 Deputy Director or higher at Ministry of Internal Affairs and Communications 2013 (n=74) 0 10 20 30 40 0 10 20 Deputy Director or higher at Ministry of Economy, Trade and Industry 2010 (n=194) 0 10 20 30 40 0 10 20 Editor of Women s Magazine (n=104) 2013 0 10 20 30 33.8 34.0 26.0 24.3 22.7 9.6 23.0 27.3 7.7 Source: "Specific Occupational Demografic Survey" The Shimbun Company
Most Advanced Printing Quality TheShimbuntookthe1stprizeintheworldattheInternationalNewspaper Colour Quality Club (INCQC) 2012 2014, from 192 newspaper companies which took part in the competition. Our print and image quality of colour pages was given the perfect score in a total of 35 evaluation criteria. No.1 at the International Newspaper Colour Quality Club (INCQC) in 2012 2014
J MONITOR: Newspaper ad survey platform What is J MONITOR? A panel survey system shared by newspaper companies is developing. 18 newspaper companies 19 newspapers join. (as of July. 2017) Common recruiting process Common panel management Common survey system operated by Video Research Ltd. (third party)
Survey Result Summary Example (Fashion Brand) Ad Contact Rate 0 Surely read Ad Evaluation 0 Understandable Interesting Impressive Trustworthy Probably read Valid respondents newspaper subscribers (n=225) 50 100 61.8 12.9 Yes 30.9 35.3 28.0 36.2 22.2 41.5 23.2 Partly Yes People possessing applicable edition (n=207) 50 100 46.4 Ad Contact Rate 74.7% Total 66.2 Company (Brand) recognition before survey People possessing applicable edition (n=207) 0 50 100 Total recognition before survey 73.9 24.2 98.1% I have only heard of the name. I also know about their business activities or their products. Impression of ad People possessing applicable edition (n=207) 0 50 100 Behavior and attitude affected by ad Design Copy Psycholog ical demand Involvement Originality Timing Eye catching Good sense Readable text Suitably sizedletters Sympathetic Persuasive Nice ad Targeting us Useful Unique Interesting Timely Hot topic 4.3 7.2 3.4 6.3 11.6 2.9 1.9 43.5 72.0 64.3 63.8 69.6 Intention to purchase products/service on the ad People possessing applicable edition (n=207) 0 50 100 Percent of panels 49.0 14.4 12.4 13.9 10.4 willing to purchase 63.4% Will consider purchasing products / service (have already purchased) Percent of panels Will consider purchasing products / service (have not purchased before) who have already Will not consider purchasing products / service (have already purchased) purchased Will not consider purchasing products / service (have not purchased before) 61.4% No suitable answers this time People possessing applicable edition (n=207) 0 50 I have never heard of 1.4 this Brand before The ad reminded meof 40.1 this Brand I want to check the website of thisbrand I will compare the products / service on the Internet I will check the products / service at stores 3.4 7.2 5.8 Ad contact rate in other media People possessing applicable edition (n=207) 0 50 Newspaper article or 6.8 other thanthis ad Flyer 2.4 TV program or commercial 3.4 Radio program or commercial 0.0 Magazine article or ad 7.7 Outdoor 2.9 53.1 Internet 1.4 I will take up the product in 6.3 28.0 conversation with others Others 7.2 16.9 16.4 Total reach : 22.2%
Survey Outline Survey Region Panels Tokyo Metropolitan Area (Tokyo, Kanagawa, Saitamaand Chiba Prefecture) Male and female aged 15 to 69 who live in the surveyed region and subscribe to both morning and evening editions of The Shimbun. Recruiting Panels Panels are publicly applied via newspaper ads. Applicants are categorized according to their living area and attributes such as genders, ages, occupations and family structure, which is all complied with J READ* survey methods. Survey Method Sample Size Survey Date Letterhead and Fieldwork Web survey through PC Multiple panels, about 300 monitors per panel, are operated. from 0:00 to 24:00, day after the ad placement. Video Research Ltd. *J READ : Comprehesive National Newspaper Survey conducted by Video Research Ltd.