media data 2018-2018 - adv.yomiuri.co.jp · nikkei 2,435,973 1.8 4,384,751 tokyo edition osaka...

COPYRIGHT THE YOMIURI SHIMBUN

MEDIA DATA2018-2019

The most effective news media for advertising

What is The Yomiuri Shimbun?

The Yomiuri Group is a media conglomerate

centered on The Yomiuri Shimbun, and

extending to other business fields in terms

of culture, sports and leisure.

Founded in November 1874, The Yomiuri Shimbun is a national Japanese paper with over a 140-year history.

It has the world's largest circulation, which is registered by the Guinness World Records.

Media Conglomerate centered on The Yomiuri Shimbun

02


The number of Yomiuri subscribers is larger than the sum of Asahi's and Nikkei's subscribers.

8,510,000 copiesYomiuri

Morning edition (nationwide)

5,950,000 copies Approx. 2,440,000 copiesAsahi

2,440,000 copiesNikkei

Source:ABC(average Jan.-Jun,2018)

Readers (National, Morning Edition)

Yomiuri

The Yomiuri Shimbun(Daily paper) The Yomiuri Shimbun has the largest number of subscribers of all Japanese

newspapers, read by about 20 million people every day.

Subscribers (National Edition)

Yomiuri8,512,674

2,420,787

Asahi5,954,336

1,837,959

Nikkei2,435,973

1,152,269■ Morning edition

■ Evening edition


CopiesThe number of readers

per one householdReaders

8,512,674 2.3 19,579,150

Asahi 5,954,336 2.3 13,694,973

Nikkei 2,435,973 1.8 4,384,751

Tokyo Edition

Osaka Edition

Seibu Edition

Metropolitan area

Metropolitan area

Metropolitan area

03


Tokyo Edition

Subscribers

Evening edition Tokyo Metropolitan Area

5,162,989

1,470,113

1,428,198

Morning edition

Morning edition Tokyo Metropolitan Area

Evening edition

5,609,877


Penetration rate Tokyo Metropolitan Area

28.6%Yomiuri

Asahi 20.7%

Nikkei 7.8%

(n=33,650)Source:J-READ2017

04


Metropolitan area

Osaka Edition

Subscribers

1,600,406

900,171

Morning edition

Morning edition Osaka Metropolitan Area

Evening edition

2,177,214


Penetration rate Osaka Metropolitan Area

23.0%Yomiuri

Asahi 19.3%

Nikkei 5.7%

(n=14,315)Source:J-READ2017

Metropolitan area

05


Seibu Edition

Subscribers

402,820

50,503

Morning edition

Morning edition Seibu Metropolitan Area

Evening edition

725,583


Penetration rate Seibu Metropolitan Area

19.4%Yomiuri

Asahi 16.2%

Nikkei 3.1%(n=4,441)

Source:J-READ2017

06


Metropolitan area

Reader profileAge/Gender Composition

■ Male 15-19

■ Female 15-19

■ Male 20s

■ Female 20s

■ Male 30s

■ Female 30s

■ Male 40s

■ Female 40s

■ Male 50s

■ Female 50s

■ Male 60s

■ Female 60s

Source:J-READ2017

Average

45.1years old

2.9 7.6 9.5 9.8 9.2 10.9

3.6 7.4 9.4 10.6 9.0 10.2

3.2 6.8 7.7 10.2 9.4 12.8

3.6 6.9 8.9 10.6 9.1 10.7

Male 49.9%

Male 50.2%

Female 50.1%

Female 49.8%

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %

The Yomiuri Shimbun

All in national Japan survey

07


20.712.4

22.011.9

Reader profileOccupational Composition

■ Corporate Exective/Management

■ Specialist/Freelance

■ Office worker/Researcher

■ Homemaker

■ Sales/Service

■ Student

■ Manual worker/Laborer

■ Other ■ Retired/Not working

08


13.3

13.8

11.1

11.2

4.8

4.1

6.8

7.5

10.5

11.1

10.5

10.2

9.0

8.9

0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %

The Yomiuri Shimbun

All in national Japan survey

Source:J-READ2017

The Yomiuri Shimbun makes it possible to reach a lot of business leaders.

Employees in the company listed on the 1st section of the TSE

19.4%Yomiuri

16.6%Asahi

8.8%Nikkei

Corporate Executives

19.7%Yomiuri

14.3%Asahi

11.6%Nikkei

Administration/Research

18.1%Yomiuri

17.6%Asahi

7.3%Nikkei

Division Managers

19.6%Yomiuri

16.2%Asahi

12.3%Nikkei

Source:J-READ2017All rates above are penetration rates.


09

The Yomiuri Shimbun has a high penetration into the high income demographic.

Asahi

Annual household income of 20 million JPY or over

22.4%Yomiuri

20.7%

22.4%Nikkei

Household financial assets of 20 million JPY or over (20yrs old or over)

21.2%Yomiuri

20.1%Asahi

10.3%Nikkei


Source:J-READ2017All rates above are penetration rates.

10

A wide range of Print Ad Products

A B

CD

CENTER SPREAD510mm× 786mm(20.1〃× 30.9〃)

A 15 FULL COLUMNS510mm× 379mm(20.1〃× 14.9〃)

B 10 FULL COLUMNS339mm× 379mm(13.3〃× 14.9〃)

C 7.5 FULL COLUMNS254mm× 379mm(10.0〃× 14.9〃)

D

7 FULL COLUMNS 237mm× 379mm (9.3〃× 14.9〃)E

5 FULL COLUMNS 168mm× 379mm (6.6〃× 14.9〃)F

5 HALF COLUMNS 168mm× 189mm (6.6〃× 7.4〃)G

3 FULL COLUMNS 100mm× 379mm (3.9〃× 14.9〃)H

2 FULL COLUMNS 66mm× 379mm (2.6〃× 14.9〃)I

2 HALF COLUMNS 66mm× 189mm (2.6〃× 7.4〃)J

E

H

G

F

IJ

13


Other print media of The Yomiuri Shimbun12


The Yomiuri KODOMO Shimbun

Tabloid format

Published on Thursdays

Delivered nationwide

186,699 subscribers

for elementary school children

The Yomiuri Chukosei Shimbun

Tabloid format

Published on Fridays


91,306 subscribers

for teens

The Japan News

Broadsheet format

Published daily


20,224 subscribers

English language

Digital media of The Yomiuri Shimbun

This was launched in 1995,

and covers a wide range of

news.

“OTEKOMACHI” is a site

targeting the working

women. It offers the news

that women are interested

in, such as beauty,

entertainment and travel,

lifestyle etc.

Web Magazine for WomenNews Website

http://www.yomiuri.co.jp/ http://otekomachi.jp/

13


User profi le Age/Gender Composition

Gender

70.5% 29.5%

Male Female

53.5% 46.5%

Male Female

12%

27%

32%

18%

8%3%

17%

24%21%

17%

14%7%

14


Age

■ 18-24 ■ 25-34 ■ 35-44 ■ 45-54 ■ 55-64 ■ 65+

mobilePC

15

User profi le Occupation/Position/Income Composition

14%

8%

21%

13%7%

7%

8%

21%

1%

■ Offi ce worker/Researcher

■ Corporate Exective/Management

■ Specialist/Freelance

■ Manual worker/Laborer

■ Sales/Service

■ Homemaker

■ Student

■ Other

■ Retired/Not working

Occupation

■ Less than 1 million

■ 1 million to 3 million





■ 15 million or over

■ Unknown

Household income (JPY)

4%

14%

23%

17%

19%

11%

3%

9%

■ Staff

■ Section Chief

■ Assistant Manager

■ Chairman/Member of the Board

■ Manager

■ Contractor/Temporary

■ Part time worker

■ Assistant General Manager

■ Vice President

■ Otner

Position in the workplace

28%

13%

12%11%

9%

9%

6%

1%

8%3

%


8%

14%


Media Circumstances

★ 1 : WAN-IFRA REPORT 2016 ★ 2 : ABC(UK Jan.2018) ★ 3 : ABC(KOREA 2016)★ 4 : ABC(Singapore Jan.2018) ★ 5 : ABC(Malaysia Jan.-June.2017) ★ 6 : ACPM 2017

Title Subscribers

The Wall Street Journal (USA)1★

2,276,000

The New York Times (USA)1★

2,220,000

BILD-Zeitung/BZ (Germany)1★

2,134,000

The Sun (UK)2★

1,546,000

Chosun Daily (Korea)3★

1,540,000

The Times (UK)2★

441,000

The Straits Times (Singapore)4★

366,000

Sin Chew Daily (Malaysia) 5★

304,000

Le Figaro (France)6★

308,000

Le Monde (France)6★

285,000

Financial Times (UK)5★

190,000

The Guardian (UK)5★

153,000

Japanese newspapers are highly ranked in circulation.That means newspaper is the popular media for advertising in Japan.

Ranking in the number of circulation per 1,000 people

17

Comparison to Overseas Newspapers

57.1Italy

399.9Japan

317.4India

222.6Germany

168.2Singapore

161.1UK

151.7USA

115.7China

97.2Australia

(Copies) 500.0400.0300.0200.0100.00.0

Published copies of daily papers per 1,000 people of the adult population by country (2015)“World Press Trends” 2016 (WAN-IFRA) *Figures from 2014 used for China only

The Yomiuri Shimbun 8,512,674 The Asahi Shimbun 5,954,336The Nikkei 2,435,973



The door-to-door delivery system drives subscribers to long-term engagement. This is the reason for the large circulation in Japan.

Delivery composition (unit:%) Subscribe duration (unit:%)

Door-to-door delivery95.06%

The Japan Newspaper Publishers & Editors Association 2015 Nationwide Media Reach/Assessment Survey

The Japan Newspaper Publishers & Editors Association 2016 Survey

10 years or more 77.9%

Unsure /No response 5.9%

Under 10 years 16.2%

Other 0.50%Post 0.04%

Spot sales 4.40%

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media data 2018-2018 - adv.yomiuri.co.jp · nikkei 2,435,973 1.8 4,384,751 tokyo edition osaka...

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