WORLD PRESS TRENDS - World Association of Newspapers

JAPAN
Top ten advertising categories (2002) Top ten publishing companies (2002) Top ten advertisers (2002)
Advertising sector % of display ad revenue (ranked by total circulation) Advertiser Newspaper expenditure Yen (Mill)
Transport/leisure 14.7 The Yomiuri Shimbun Hankyu Express International 40,949
Publications 10.5 The Asahi Shimbun Toyota 40,892
Distribution/retail 9.3 The Mainichi Newspapers Japan Travel Bureau 30,373
Finance/insurance 8.3 Sankei Shimbun Nihon Mail Service 28,255
Auto 6.8 The Chunichi Shimbun Kinki Nippon Tourist 25,008
Property 6.6 Nihon Keizai Shimbun Kodansha 19,435
Information/communications 6.0 Tokyo Sports Press Nissan 17,612
Education/medical services/religion 5.7 The Nikkan Sports News Shogakukan 15,735
Food 3.7 The Hokkaido Shimbun Press Kowa Shinyaku 13,871
Beverages/cigarettes 3.3 The Sports Nippon Newspapers Shueisha 11,237
Source: Dentsu
Source: MRS
Newspaper colour capability and formats
Number of: 1998 1999 2000 2001 2002
4-colour newspapers 109 109 110 106 106
Broadsheets - - - 103 103
Tabloids - - - 3 3
Media consumption (minutes per day)
2001
Newspapers 26.0
Magazines 29.3
Radio 119.0
Television 224.0
Internet 54.0
Source: NSK
CROSS MEDIA OWNERSHIP
Owners Private TV All Newspapers Radio
Private TV 10% ownership cap on No law, but MPHPT regulation Ownership of AM radio station
Licensees contiguous terrestrial generally prohibits regional allowed, but FM ownership prohibited.
transmission areas;
domination of press, AM radio, and
20% on non-contiguous. TV.
Directorship is restricted.
All Newspaper No law, but MPT regulation See above No law, but MPHPT regulation
Owners generally prohibits regional generally prohibits regional
domination of press, radio, and
domination of press, radio, and
TV.
TV.
Satellite TV BS analogue: 10%/20% rule applies. See above 10%/20% rule applies.
Broadcasters BS digital: ownership of terrestrial
TV stations prohibited.
CS analogue and digital: allowed, but
with some conditions.
Radio AM owner can control a TV See above 10%/20% rule applies.
Licensees station, FM owner can not. Directorship is restricted.
Foreign No licences awarded to No restriction No licences awarded to
Investors any foreigners, foreign governments, any foreigners, foreign governments,
organisations or their representatives.
organisations or their representatives.
Media ownership is regulated by the Broadcast Law and the binding regulation of the Ministry of Public Affairs, Home Affairs,
Posts and Telecommunications
Notes:
1. There is no law that directly regulates newspapers, either national or local. The only laws regulating Japanese
commercial broadcasters are the Broadcasting Law and Radio Law.
2. The above laws do not apply to the Japan Broadcasting Corporation (NHK).
3. All broadcasting stations in Japan are local.
4. Different restrictions apply to BS (broadcast satellite) analogue, BS digital, CS (communications satellite)
analogue and CS digital.
ADVERTISING EXPENDITURE & ECONOMIC DATA
Advertising expenditure
(Yen billion, in current prices)
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Newspapers 1,166 1,238 1,264 1,179 1,154 1,247 1,203 1,071 1,060 1,072 1,083
Magazines 374 407 440 426 418 437 418 405 402 404 406
Television 1,755 1,916 2,008 1,951 1,912 2,079 2,068
Radio 208 218 225 215 204 207 200
Outdoor 571 585 581 563 547 556 547
Internet 0 2 6 11 24 59 74
Sub-total 4,074 4,366 4,523 4,345 4,259 4,586 4,509 4,203 4,235 4,301 4,381
Others 1,352 1,405 1,473 1,426 1,464 1,584 1,617
Total 5,427 5,771 5,996 5,771 5,723 6,170 6,126
Source: 1995-2001 Dentsu, NSK, 2002-2005 ZenithOptimedia
Notes: Includes production costs, classified advertising, and agency commission at an average 17.5%; after discounts
162
WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003