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Since 25/Jun/1879 ～ First issue

29/July/2012

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• Asahi, Yomiuri ,Nikkei – major national paper• Over 100 local papers

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general and liberal

liberal conservative

general

not general

Nikkei

4

Yomiuri

94.3

74.0

64.4

43.3

8.0

99.3

0 20 40 60 80 100

Japan

U.S.A.

Germany

Singapore

France

Asahi Shimbun

Rate of home delivery (%)

Source: “World Press Trend 2007,” WAN

5

6

87.3

98.7

55.1

69.6

62.2

Newspapers

TVs

Radio

Magazines

Internet

Readership Rate by Medium (n=4,092)

Yes No Not known

Source: “National media contact and evaluation survey 2012” The Japan Newspaper Publisher & Editors Association

Value of Advertising in Newspaper in Japan?

7

8

9

Newspaper Ads see signs of recovery after 2011.Source: “Japan advertising expenditures of the first half year of 2012,” issued by Dentsu, inc.

2012(January-June) 12.3% increaseAD Spend by columns for Japanese nationwide newspapers 118 brand(compared with the year-earlier period)

National paper 12.3%

Block newspaper

Local newspaper

Sports paper

7.3%

10.1%

0.2%

<Increase rate in newspaper groups>

10

79.0

89.4

42.4

55.9

39.0

27.6

Newspaper ad

TV ad

Radio ad

Magazine ad

Internet ad(PC)

Internet ad(Mobile)

Ad Contact Rate by Medium (n=4,092)

Yes No Do not use Not known

Source: “National media contact and evaluation survey 2012” The Japan Newspaper Publisher & Editors Association

Trustworthy

１． Newspaper ad (43.8%)　２． TV commercial (36.2%)　３． Radio commercial (9.6%)

Useful

１． Newspaper ad (27.6%)　２． TV commercial (20.9%)　３． Internet ad ・ PC (15.8%)

Neutral and Impartial

１． Newspaper ad (30.1%)　２． TV commercial (18.6%)　３． Internet ad ・ PC (8.6%)

11Source: “National media contact and evaluation survey 2012” The Japan Newspaper Publisher & Editors Association

２． Asahi as Japan’s leading daily

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Source: “J-READ 2010," Video Research Ltd.

13

41.5

29.7

12.1

26.5 25.822.4

0

5

10

15

20

25

30

35

40

45

Executives(n=161) general managers(n=374)

Subscribing newspaper by occupationin companies over 300 employees

(multiple answers)

Asahi Yomiuri Nikkei

(%)

Source: “J-READ 2010," Video Research Ltd.

14

24.4 24.3 23.9 22.1

16.1 14.5

0

5

10

15

20

25

30

Annual household income of more than JPY 10 million(n=12,346)

Investment funds(n=6,597)

Asahi Yomiuri Nikkei

(%)

Source: “J-READ 2010," Video Research Ltd.

Subscribing newspaper by income level (multiple answers)

15

Source: “J-READ 2010," Video Research Ltd.

Opera and Theatre

１． Asahi (28.0%)　２． Yomiuri (22.0%)　３． Nikkei (12.0%)

Art museum

１． Asahi (25.0%)　２． Yomiuri (21.4%)　３． Nikkei (8.0%)

Hybrid and plug-ins car

１． Asahi (33.1%)　２． Yomiuri (16.6%)　３． Nikkei(8.0%)

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Award Winner; The Asahi Shimbun’s Colour Quality

・ High educational background・ Business decision makers

Asahi is the leading quality paper

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・ Luxury brand advertisers

・ Affluent consumers

３． Advertising trends in Asahi Shimbun

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- utilized as a promotion tools

Area-focused Supplement【 geo-graphical

database 】

Integrated distribution map efficiently reach residentsby demographics

Shampoosample

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07/Mar/2012 full page　

30/May/2012 7 columns　

04/Jun/2012 7 columns　

- concentrating Ads

Hermes 11/Dec/2011 60columns 　

Hermes 13/Dec/2011 ～ 19/Dec/2011 quarter pages 　 22

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・ Still high in the evaluation

Newspaper advertising

・ Active use of foreign advertisers

・ Powerful media network

・ The most advanced printing quality

Asahi Shimbun・ With excellent readers