Print is Alive and Well in Japan
Print is alive and well in Japan - demise of the printed word exaggerated
Active "free paper" boom -- an alternative promotion channel
Collection of free papers available in Tokyo
With the focus on the Internet, new media, and the closing of newspapers in the U.S. , it is no surprise that many believe traditional print communications may soon die out as a way of promoting and selling products and services.
At least in Japan this is far from the case. A prime example is the growth in "free papers." In both tabloid newspaper and higher-quality magazine formats, Japan churns out over 291 million copies a year. This compares to around 109 million copies for Japan's largest 560 traditional newspapers.
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Free paper content covers a wide range: weekly and monthly restaurant guides (helpful in Tokyo where according to Michelin there are over 190,000 dining establishments), movies and T.V. information, event guides; local town guides alerting residents to everything from the small mochi pounding festival at the local temple, to swimming lesson schedules at the city center, and of course, ads. Lots of ads, coupons to clip and other promotional devices. While some advertisers complain about the lack of certified circulation statistics for free papers, many in Japan eventually gave in and have now joined the ranks of free paper advertisers. Motivations for this are the immense circulation numbers of the free papers and the ability to blanket a geographical area with messages at low cost.
Message for overseas, non-Japanese firms
Overseas companies seeking to promote new brands should not overlook Japan's vast "free paper" market. Published in varying quality and formats, the magazines offer commuters and shoppers something to do; namely free reading material to peruse while on Japan's expansive public transport system of trains and subways. Considering that approximately 20 million people ride trains every day in the Tokyo area alone -- and reading in transit is a national pastime-- the "free paper" media gives brand promoters access to an extremely large market.
R25 Model
The free paper trend got a big boost with the launch of Recruit Co.'s "R25" free paper aimed initially at job placements with an emphasis on new college male graduates in the 25 to 30 year old range. Traditionally there has been a lack of publications aimed at this age group. "R25" carries a mix of articles of interest to recent graduates such as dressing for success, finance, grooming, and economic news. Circulation grew to 6 million and the new free paper become firmly entrenched. Building on this success, Recruit created "L25" for young ladies looking for jobs and entertainment listings. Others publishers followed with their offerings, moving the free newspaper and magazine market away from local community papers and toward a broader audience. According to the Japan Free Newspaper Association, today there are approximately 1,209 free newspapers and magazines circulating in Japan, with approximately 296 based in the Tokyo area alone.
Traditional Japanese non-free newspapers - top 10
name / stance / newsprint quality / circulation (only morning issue counted, data: 2007)
1. Yomiuri : conservative (high quality paper) 10,042,075
2. Asahi : Left (high quality paper) 8,093885
3. Seikyo : Buddhism 5,500,000
4. Mainichi : Liberal/left (high quality paper) 3,974,559
5. Chunichi Shimbun/Tokyo Shimbun : Left (high quality paper) 3,475,049
6. Nihon Keizai : Economy (high quality paper) 3,034,481
7. Tokyo Sports : Sports, 2,228,000
8. Sankei : Right (high quality paper) 2,191,587
9. Nikkan Sports: sports, 1,970,000
10. Nikkan Gendai : Left (Tabloid) 1,681,500
