WORLD MAGAZINE TRENDS 2001/2002
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WORLD MAGAZINE TRENDS 2001/2002 JAPAN JAPAN WORLD MAGAZINE TRENDS 2001/2002 Number of titles Average magazine cover prices 1996 2,362 1,838 4,200 Consumer Business-to-business Total 1997 2,510 1,836 4,346 1998 2,449 1,791 4,240 1999 2,457 1,792 4,249 2000 1,794 1,794 Consumer Business-to-business Price (¥) 398* 598 *1999 Source: Media Data Sales distribution breakdown (%) Consumer magazines Subscription Retail sales 1997 1998 22 78 21 79 Source: Japan Magazine Publishers Association (JMPA) Advertising expenditure data (¥ million, current prices) 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 386,600 369,200 341,700 347,300 374,300 407,300 439,500 425,800 418,300 436,900 1,344,500 1,217,200 1,108,700 1,121,100 1,165,700 1,237,900 1,263,600 1,178,700 1,153,500 1,247,400 1,679,300 1,652,600 1,589,100 1,643,500 1,755,300 1,916,200 2,007,900 1,950,500 1,912,100 2,079,300 240,600 235,000 211,300 202,900 208,200 218,100 224,700 215,300 204,300 207,100 657,200 642,600 578,100 562,700 570,900 584,600 581,200 563,400 546,800 556,000 4,308,200 4,116,600 3,828,900 3,877,500 4,074,400 4,364,100 4,516,900 4,333,700 4,235,000 4,526,700 Magazines Newspapers TV Radio Outdoor/Transport Total Source: 1991-2000 Dentsu Includes production costs, includes classified advertising, includes agency commission at an average 17.5%, after discounts Magazine adspend growth 1991-2000 Magazines share of adspend 2000 % change year-on-year Outdoor/ Transport 12.3% Magazines 9.7% Radio 4.6% Newspapers 27.6% ¥ million 10 500,000 8 450,000 6 400,000 4 350,000 2 300,000 0 250,000 -2 200,000 -4 150,000 -6 100,000 -8 50,000 0 -10 TV 45.9% 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 y-o-y% adspend Major consumer magazine publishers Major business-to-business magazine publishers Publisher Shogakukan Inc Shueisha Inc Kodansha Ltd Kadokawa Shoten Publishing Co. Inc Kabunsha Publishers Ltd Bungei Shunju Ltd Publisher Nikkei Business Publications President Diamond Gyosei Toyo Keizai Chuo Shuffan Venture Link Media Works Source: Toyo Keizai 1 JAPAN WORLD MAGAZINE TRENDS 2001/2002 Major magazine titles Publisher Women’s magazines non no Shueisha, Inc With Kodansha Ltd Josei Seven Shogakukan Inc Can Cam Shogakukan Inc Esse FUSO Publishing Inc Josei Jishin Kobunsha Publishers Ltd Shukan Josei Shufu-to-Seikatsu Sha Ltd Shufunotomo Shutunotomo Co., Ltd Cutie Takarajima Sha Fujin Koron Chuokoron-Shinsha TV guides The Television Kadokawa Shoten Publishing The Television Monthly Kadokawa Shoten Publishing General interest Weekly Post Shogakukan Inc Shukan Gendai Kodansha Ltd Shukan Bunshun Bungei Shunju Ltd Shukan Shincho Shinchosha Shukan Hoseki Kobunsha Publishers Ltd Shukan Taishu Futabasha Publishing Co., Ltd Shukan Asahi Asahi Shinbun Publishing Co. Shukan Asahi Geinou Tokuma Shoten Co., Ltd Shukan Jitsuwa Nihon Journal Shuppan The Sunday Mainichi Mainichi Shimbun Sha Consumer special interest Albatross View Koike Shoin Newtype Kadokawa Shoten Publishing CD Data Kadokawa Shoten Publishing Car Top Kotsu Times Sha Shukan Gallop Sangyo Keizai Shimbun Video & DVD Data Kadokawa Shoten Publishing FM Fan Kyodo Tshushin Men’s magazines Weekly Playboy Shueisha, Inc Takarajima Takarajima Sha Business-to-business/trade Nikkei Business Nikkei Business Publications Inc President President Inc Diamond Weekly Diamond Inc Nikkei Venture Nikkei Business Publications Inc Forbes Nihonban Gyusei Corp Monthly Venture Link Venture Link Weekly Toyo Keizai Toyo Keizai Inc All Toshi Toyo Keizai Inc Nikkei Net Business Nikkei Business Publications Inc. Gikan Journal Monthly Kinyu Journal Inc Source: Nihon ABC/ACR Circulation Frequency (000) Fortnightly Monthly Weekly Monthly Monthly Weekly Weekly Monthly Fortnightly Fortnightly 851 632 563 499 477 471 412 329 296 197 Weekly Monthly 926 876 Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly Weekly 782 767 641 527 388 356 333 324 187 166 Fortnightly Monthly Fortnightly Monthly Weekly Monthly Fortnightly 200 198 178 165 159 136 40 Weekly Weekly 456 305 Weekly Monthly Weekly Monthly Monthly Weekly Monthly Fortnightly Fortnightly Monthly 333 172 125 86 82 78 70 43 24 12 Average issue readership (000) (%) Women 15+ 2,338 4.3 2,895 2.7 2,449 2.3 2,505 2.4 2,394 2.2 7,348 6.9 Adults 15+ 2,505 2.3 4,509 4.2 4,565 4.3 4,732 4.4 3,062 2.9 Adults 15+ Men 15+ 2,338 4.5 Adults 15+ - Page cost (4 colour) (¥ 000) Audited 2,800 3,500 2,800 3,200 3,200 3,100 2,280 2,750 2,000 2,150 ä ä ä ä ä ä ä ä ä ä 410 550 300 590 510 300 290 520 390 550 8,309 2,800 ä ä 240 300 2,600 2,500 2,400 2,200 2,150 1,150 2,300 1,150 1,300 1,800 ä ä ä ä ä ä ä ä ä ä 300 300 300 300 300 290 300 290 300 300 1,700 6,200 1,400 1,050 1,000 1,000 900 ä ä ä ä ä ä ä 550 520 300 300 600 340 420 1,200 - ä ä - 2,290 2,670 1,850 725 1,800 1,120 825 1,120 725 370 ä ä ä ä ä ä ä ä ä ä 21,000* 550 570 12,840* 900 2,100 570 680 13,800* 885 * annual subscription Top ten magazine advertisers (1999) Top ten magazine advertising categories (1999) Magazine expenditure Advertiser (¥ million) Kao 5,664 Shiseido 5,337 Japan Tobacco 5,060 Toyota 4,551 Kanagawa Clinic of Cosm. Surg. 3,741 NTT DoMoCo 3,010 Kanebo Cosmetics 2,509 Matsushita Electric Industrial 2,143 Suntory 1,954 Lancome 1,876 Category Medicine Fashion Drinks/tobacco Information Auto Food Retail Transport/leisure Hobbies/sport Restaurents Source: Dentsu Source: Dentsu Inc. 2 Cover price (¥) Magazine expenditure (¥ million) 63,230 52,550 31,070 30,530 27,970 25,190 21,900 21,650 21,570 18,290 JAPAN WORLD MAGAZINE TRENDS 2001/2002 Top ten b-2-b magazine advertisers (2000) Top ten b-2-b magazine advertising categories (2000) Advertiser Toyota Japan Tobacco Kao Sony Matsushita Fujitsu Shiseido NTT Docomo Sanyo Shokai Channel Category Education/medical services Information/correspondence Travel/leisure Auto Clothing & accessories Hobbies/sports equipment Restaurants/services Cosmetics Food Drinks Source:Advertising & Economy Source: Dentsu Inc. Households with internet access Number of websites Type % of households Total Type Business-to-business 2000 32 15,190,000 Total number of copies sold (1998) Consumer Business-to-business Total (Million) 4,712 337 5,050 1999 52 2000 56 M agazine reach (%) Adults Monthly 60 Source: VR Source: The Research Institute for Publications Readership universe sizes National population and GDP National population Adult population (15+) Women Men Gross Domestic Product (¥) Source: CIA (Million) 126.5 107.9 62.0 64.6 500,268,401* Women (15+) Men (15+) Adults (15+) (000s) 52,387 55,482 107,869 Source: CIA *estimate Total number of b-2-b magazine publishers in Japan: 70 3
