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Nearly half the space of newspaper pages consists of advertisements. Newspaper advertising serves as one of the most effective tools for advertisers to convey information, because of its reliability, the amount of detailed information it can carry, and its long shelf-life and wide social influence. At the same time, it is an important source of information for the readers. Advertising revenue, just like newspaper sales revenue, is a major source of income for newspapers, and supports the operational bases which are essential in enabling The Asahi Shimbun to fulfill its journalistic functions.
According to a survey conducted by Dentsu Inc., about 5,995.4 billion yen was spent on advertising in Japan during 2006. Newspaper advertisements accounted for 998.6 billion yen, or about 17%, of the total figure. The Asahi Shimbun’s advertising revenue represented about one-sixth of that amount, thus allowing the company to retain its leading position among the newspaper industry.
One reason The Asahi Shimbun receives high marks in the area of advertising is because it is supported by a high quality readership made up of the so-called market and opinion leaders. The Asahi Shimbun is also regarded as a reliable newspaper both here at home and abroad as the newspaper that represents Japan.
The Advertising Division provides advertisers and advertising agencies with proposals for placing effective newspaper advertisements, screens contents of advertisements and handles administrative matters related to advertising. Furthermore, drawing on its unique perspective and creativity as a newspaper medium, the division designs and produces interesting advertising pages and organizes various events, to offer readers a wealth of quality useful information. The Asahi Shimbun was the first newspaper in the industry to introduce certain advanced systems and techniques, such as the FM Screen, a high-definition color printing technology to produce clearer newspaper pages.
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| The data shows the amount of advertisements that ran in the respective newspapers during the one year period from April 2006 through March 2007 in both the morning and evening editions published by their Tokyo head offices. The number of columns for each advertisement is counted by product or service (rounded off to the nearest whole number). The volume of advertisements in each newspaper is believed to reflect the overall evaluation given by advertisers to the respective newspapers, regarding readership and benefits derived from advertisements. |
*Size of advertisements is determined by units called “columns.” A newspaper page is composed of 15 columns. |
Compiled based on “MRS Advertising Statistics,” by MRS Advertising Research Co.
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The Advertising Division provides data and samples of advertisement to advertisers and other people in the advertising industry as well as those interested in advertising, through the “Asahi Readers’ MEDIA Book” brochure and its Website @ADV.
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