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The Current State of and Issues Regarding Magazine Advertising in Japan

-The future of magazines as an advertising medium in the digital ageDentsu Inc.

CONTENTS I-1.The history of the development of magazines and advertising in Japan I-2. Advertising expenditures in Japan for 2001 II. Issues for Japanese magazine advertisements III. The future of magazines as an advertising medium

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I-1.The history of the development of magazines and advertising in Japan

I-2. Advertising expenditures in Japan for 2001

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1960s..Magazines still play a role as a mass medium

High growth period High growth period Economic Lull Economic Lull

Economy/ society

1960: Color TV broadcasts start 1964: Tokyo Olympics 1960: Magazine 1966: Magazine advertising costs advertising costs top 10 billion yen top 20 billion yen 1968: Ivy League fashions

Trends

1962 TV Guide 1966 Weekly Playboy 1962 TV Guide 1966 Weekly Playboy Representative 1961 Mrs. 1961 Mrs. 1964 Heibon Punch 1969 Weekly POST 1964 Heibon Punch 1969 Weekly POST magazines

founded

1959 Shonen Sunday 1959 Shonen Sunday 1959 Shonen Magazine 1959 Shonen Magazine

1969 Nikkei Business 1969 Nikkei Business 1968 Shonen Jump 1968 Shonen Jump

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1970s..Information from magazines starts to create booms

Economy/ society

1970:Osaka World Expo 1973: Floating rate system First oil shock 1979: Magazine advertising costs top 100 billion yen 1977: West coast boom

Trends

1971: "an-non groups"

1977: New traditional, Yokohama traditional styles 1976 POPEYE 1976 POPEYE 1977 MORE 1977 MORE

1972 PIA 1972 PIA

Representative 1970 anan 1970 anan magazines founded 1971 nonno 1971 nonno

1975 JJ 1975 JJ

1979 Hot-Dog PRESS 1979 Hot-Dog PRESS

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1980s..Founding of females' fashion magazines creates

new categories

Economy/ society

1987: Black Monday Bubble Economy Bubble Economy 1988: Seoul Olympics 1986: Magazine 1989: Magazine advertising costs advertising costs top 200 billion yen top 300 billion yen

Trends

1982: DCboom 1986: Luxury brand boom 1984: Weekly photography 1988: Hanako groups magazine boom 1985: Gourmet boom 1981 With 1981 With 1980 Number 1980 Number 1984 CLASSY 1984 CLASSY 1988 Hanako 1988 Hanako

Representative magazines founded

1985 ORANGEPAGE 1985 ORANGEPAGE 1981 CanCam 1981 CanCam 1987 NIKKEI Trendy 1987 NIKKEI Trendy 1982 The Television 1982 The Television 1986 DIME 1986 DIME 1980 25ans 1980 25ans 1981 FOCUS 1981 FOCUS 1984 FRIDAY 1984 FRIDAY

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1990s..Magazines become branding media

Bubble Economy Bubble Economy

Economy/ society

1991:GULF WAR 1992:CS Broadcasts start 1990: Select shop boom 1991:Gourmet boom

2002: World Cup Korea-Japan co-hosts 1996: Magazine advertising costs top 400 billion yen 1996: Street fashion

Trends

Sample advertisements

Segmentation by interest

Segmentation by demographic

1990 Tokyo Walker Representative 1990 Tokyo Walker 1996 Cawaii 1996 Cawaii magazines 1991 Dancyu 1991 Dancyu founded 1994 Kansai Walker 1994 Kansai Walker 1991 FRAU 1991 FRAU 1992 Oggi 1992 Oggi 1994 VERY 1994 VERY

1999 BRIO 1999 BRIO 1998 VOCE 1998 VOCE 1998 MAPLE 1998 MAPLE

7 1997 Nikkei Entertainment 1997 Nikkei Entertainment

Advertising expenditures in Japan by medium

Advertising Expenditures ($ million) 1999 Magazines Newspapers Radio Television Subtotal Sales Promotion

Satellite Media-Related

Compared to Previous Year (%) 2000 104.4 108.1 101.4 108.7 107.7 104.5 118.2 244.8 107.2 2001 95.7 96.4 96.5 99.5 97.9 99.8 177.1 124.6 99.1

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2000 3,330 9,508 1,579 15,848 30,264 15,655 203 450 46,572

2001 3,186 9,167 1,523 15,763 29,639 15,616 359 560 46,174

3,188 8,792 1,557 14,574 28,111 14,976 171 184 43,442

Internet Total

Advertising expenditures in Japan for 2001 showed negative growth for the first time in two years, amounting to 46.2 billion U.S.dollars (99.1% compared to the previous year).

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£Í

agazine advertising expenditures rose from a 4.2%component ratio in 1950 to 7.2% in 2001.

Component Ratio(%) Magazine Newspaper Radio (1951-) Television (1953-) Subtotal Sales Promotion

Satellite Media-Related

2000/ 1960

1950 1960 4.2 5.7 71.6 39.3 ¡ª 10.2 ¡ª 22.3 75.8 77.5 24.2 21.5

¡ª ¡ª

1970 5.5 35.1 4.6 32.3 77.5 19.6

¡ª

1980 5.6 31.1 5.2 34.6 76.5 21.0

¡ª

1990 6.7 24.4 4.2 28.9 64.2 35.6

Internet

¡ª

¡ª

¡ª

¡ª

2000 7.2 20.4 3.4 34.0 65.0 33.6 0.4 ¡ª ¡ª 1.0

Ratio

41.8 17.5 11.2 53.3 28.2 55.0 ¡ª ¡ª

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Among the four major media, over 50 years, magazine advertising expenditures have grown with TV advertisements.

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Analysis of 21categories in magazine advertisements

Industry (21Categories) Advertising Expenditures (Unit:$1,000) Comparison Component Ratio(%) Ratio(%)

1 Cosmetics / Toiletries 2 /Personal Items

Apparel/Fashion Accessories

493,140 418,369 272,332 232,622 210,290 190,473 180,335 163,034 157,393 150,305

91.5 98.2 95.8 111.3 93.7 106.8 109.2 100.8 94.1 90.2

15.5 13.1 8.6 7.3 6.6 6.0 5.7 5.1 4.9 4.7

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3 Information / Communications 4 Automobiles / Related Products 5 Beverages / Cigarettes 6 Foodstuffs 7 Distribution / Retailing 8 Hobbies / Sporting Goods 9 Finance / Insurance 10 Transportation / Leisure

Cosmetics/Toiletries and Apparel/Fashion Accessories/Personal Items were the two largest industries in magazine advertising. Information/ Communications showed the most significant rise (from a 5.5% component ratio in 1996 to 8.6% in 2001) and became third largest industry.

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Top10 Japanese advertisers and magazine advertisers

Top10 Japanese advertisers

(2000.04- 2001.03)

Advertiser 1 Toyota Motor Corporation 2 Honda 3 Kao 4 Suntory 5 Takashimaya 6 Kirin Beer 7 Matsushita Electric Industrial 8 Nissan Motor Company 9 NTT DoCoMo 10 Asahi Beer Advertising Expenditures (Unit:$1,000) 725,762 411,814 406,784 330,716 299,619 298,704 291,997 272,180 247,256 242,378

(NIKKEI Advertising Research Institute)

Top10 Japanese magazine advertisers

(2000.04- 2001.03)

Advertiser 1 Toyota Motor Corporation 2 Shiseido 3 Kao 4 Japan Tobacco Inc. 5 NTT DoCoMo 6 Nissan Motor Company 7 Chanel 8 Sony 9 Kanebo 10 Matsushita Electric Industrial Advertising Expenditures (Unit:$1,000) 60,938 43,613 38,346 31,220 29,832 28,468 26,120 25,442 22,843 21,982

(DENTSU)

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II. Issues for Japanese magazine advertisements

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Media data maintenance by a third -party organization

Circulation disclosure problems - Promotion to increase the number of magazines to participate in the ABC Research by Video Research / Dentsu - ACR, MAGASCENE, MAGASCENE AD, etc... Video Research - D-CAMP, campaign case example research,etc... Dentsu

Title JMPA magazine data ABC audit circulation MAGASCENE MAGASCENE ADS ACR D-CAMP Research organization The Japan Magazine Publishers Association Japan Audit Bureau of Circulations Video Research Video Research Video Research Dentsu Relevant number of magazines 754 122 500 260 420

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Flow for Dentsu media planning

Marketing objectives and Marketing objectives and strategies strategies Advertising objectives and Advertising objectives and PLAN strategies strategies

DAS/DAC: Competitors' noise level DMP: Simulator (Ad understanding) SPS: Awareness simulation

Media strategies Media strategies Media tactics Media tactics

DO Media buying Media buying Implementation Implementation Verification and evaluation Verification and evaluation

DiaLog: Multi -Media "Optimizer" -D-Magazine IMPACT -D-VAST

Database: -D-CAMP -ACR -MAGASCENE -MAGASCENE AD

SEE

III. The future of magazines as an advertising medium

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A) The future of magazines in the Japanese media environment

?

Corporations are becoming more conscious of "brands" as added values. -There is recognition in Japan that magazines = "branding media"

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TV media are increasing their channels with satellite transmissions. -The times are changing, from "mass media" to "branding media" as in magazines.

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Overall conclusion: Magazines contribute to the building of the client' corporate and product brand. s

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B) Contents business possibilities through mergers with digital media

"With broadband, the media business will traverse time and boundaries. -"Nobuyuki Idei, President, Sony Corporation

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Magazines will maintain a superior ability in contents development. Contents will be the key to media' value and future s in a more diverse media environment.

?

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Overall conclusion: There is substantial potential for publishers and magazines as contents holders and resources. Accordingly, magazine advertising also has great possibility for development.

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