Japan's Leading National Paper Strong and Stable Circulation · Junior high school High school Junior college University, graduate school still in school Unknown 4.5 36.5 21.1 26.1

Japan's Leading National Paper

Source"ABC Report of Jan.-Jun. 2016,"Japan Audit Bureau of Circulations

Morning edition Evening edition

Tokyo Osaka Seibu(Kyushu) Nagoya Hokkaido

3,640,1491,883,675

600,043

339,793

120,130

6,583,790

(copies)

Tokyo Osaka Seibu(Kyushu) Nagoya Hokkaido

1,199,865

771,031

53,300

74,79128,772

2,127,759

(copies)

Daily circulation by edition

Strong and Stable CirculationThe Asahi Shimbun, a national daily, gives advertisers several options for specific geographic coverage with five regional editions. We have both morning and evening editions delivered separately each day. Our overall newspaper circulation remains strong and stable in Japan and is sustained by our unique delivery system.


Nearly 100% Home DeliveryThe Asahi Shimbun is distributed almost every day nationwide. Household subscriptions account for 99.5% of the total circulation, which ensure advertisers can reach millions of stable and loyal readers.

Source: "National media contact and evaluation survey, 2011,"The Japan Newspaper Publisher & Editors Association

Home delivery system ensures stable readership

NO7.9%

YES92.1%

Do you thinkhome delivery system

is indispensable?(n=4,092)

Home delivery rate

Source: "ABC Report of Jan-Jun. 2015," Japan Audit Bureau of Circulations

Home delivery 6,550,888

National

Single copies

Mailed

Total

32,898

4

6,583,790

99.5%27 Printing sites with 300 presses

Household subscriptionsaccount for

almost 100%

3,000Delivery agents

(Asahi Service Anchors)

70,000Delivery people


Source: "Conprehensive National Newspaper Survey(J-READ)", Octover 2012, Video Research Ltd.

Subscription rate

Subscription rate Others

17.8%

Nationwide(n=88,802)

Subscription rate Others

23.9%

Three majormetropolitan area

(n=46036)

Delivered to more readers in the three major metropolitan areaWith the Asahi Shimbun you can reach 17.8% of the population nationwide. Focusing on metropolitan areas, you can target 23.9% of people in the Tokyo, Osaka and Nagoya regions.

The three metropolitan area

Tokyo Metropolitan areaTokyo, Kanagawa, Chiba, Saitama

Osaka Metropolitan areaKyoto, Osaka, Hyogo, Nara

Nagoya Metropolitan areaAichi, Gifu, Mie


Source: "Conprehensive National Newspaper Survey (J-READ)", Octover 2012, Video Research Ltd.

Readers per copy (National, morning edition) Read by business paper subscribers

0 10 20 30 40 50

11.9

25.1

10.6

1.9

3.2

1 person

2 persons

3 persons

4 persons

5 or morepersons

unknown

(%)(n=15,782)

47.2

Asahin=15,839

Nikkein=5,065

Asahi subscriberswho read Nikkei

4.9%

Nikkei subscriberswho read Asahi

15.3%

Duplicate subscription rate of The Asahi and The Nikkei

Read by 16 million people dailyOne copy is read by an average of 2.5 people, who typically read our paper at home in the morning, which means the Asahi Shimbun morning edition is read by 16million individuals per day in Japan.



Subscriber composition of other dailies by gender and age, compared to the Asahi Shimbun

Gender and Age (%)

Female

Male

Asahi OthersOthers (n=61,941) Asahi (n=15,839)

0 3 6 9 12 15

13.413.411.011.060~

9.39.39.79.750~

9.19.19.59.540~

7.87.88.88.830~

8.48.47.47.420~

3.33.33.63.615~19

11.911.910.810.860~

8.18.19.39.350~

8.58.59.29.240~

8.78.79.19.130~

7.87.87.97.920~

3.93.93.63.615~19

Gender and AgeThe readership of Japan's national newspapers tends to feature similar gender and age demographics.



Subscription rate by household income

0 22.5 23.0 23.5 24.0 24.5

24.2

23.6

22.8

Asahi

(n=3,111)

JPY 15 million or higher(%)

Nikkei

Yomiuri

Highly Affluent ReadersOur paper is widely read in households with above-average incomes. The Asahi is the most-read newspaper in household with an annual income of at least JPY 15 million.



Subscription rate among collegeand university graduates

Subscriber's educational background of subscribers

0 5 10 15 20 25

20.3

Asahi

Nikkei

Yomiuri

(%)(n=25,389)

10.6

23.723.7

0% 20% 40% 60% 80% 100%

(%)

Junior high school High school Junior college

University, graduate school still in school Unknown

4.5 36.5 21.1 26.1 10.6

1.2

Othernewspapers

(n=61,941)

25.4 19.9 38.0 13.3

1.22.2

Asahi (n=15,839)

Highly Educated ReadersThe Asahi Shimbun's quality news reporting attracts readers with a high education level. This is both to obtain insight into international and domestic news, and no doubt, allows these readers to seek oppotunities to improve their earnings.


Source: "Businesspeople Survey 2012" The Asahi Shimbun Company

Readership by time and place (Morning edition, weekdays)

5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0a.m. p.m. a.m

1 2 3 4

AsahiAt home While commuting At the office

0

2

4

6

8(%)

5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0a.m. p.m. a.m

1 2 3 4

NikkeiAt home While commuting At the office

0

2

4

6

8(%)

Home ReadershipThe effectiveness of newspaper advertisements is dependent on the environment in which they are read. In Japan many people head to work on crowded trains, limiting their ability to read full newspaper pages. For example, as business readers of Nikkei typically read their paper at the office or in cramped trains - they

are often unable to see full page advertisements clearly.As the Asahi Shimbun is most often read at home - it is easier for readers to relax, and take in fully advertisements spread over one page.


Source: "Businesspeople Survey 2013" The Asahi Shimbun Company

Subscription rate by Occupation

0 10 20 30 40

28.6

Asahi

Nikkei

Yomiuri

(%)Managerial levels (n=339)

23.6

35.135.1

0 5 10 15 20 25

21.4

Asahi

Nikkei

Yomiuri

(%)Office workers (n=3,000)

13.4

22.122.1

Read by Business-LeadersCompared to the Yomiuri and the Nikkei, The Asahi Shimbun is chosen by senior executive.


Source: "Specific Occupational Demografic Survey" The Asahi Shimbun Company

Subscription rate by occupation

0 40302010

41.6

38.6

19.8

Asahi

(n=101)

Chief official or higherat Ministry of the Environment

(%)2011

Nikkei

Yomiuri

0 40302010

30.930.9

21.421.4

26.326.3

Asahi

(n=243)Medical doctor (%)2013

Nikkei

Yomiuri

0 40302010

40.0

27.427.4

16.016.0

Asahi

(n=175)University president (%)2013

Nikkei

Yomiuri

0 40302010

33.833.8

24.324.3

23.023.0

Asahi

(n=74)

Deputy Director or higher at Ministryof Internal Affairs and Communications

(%)2013

Nikkei

Yomiuri

0 40302010

34.034.0

22.722.7

27.327.3

Asahi

(n=194)

Deputy Director or higher at Ministryof Economy, Trade and Industry

(%)2010

Nikkei

Yomiuri

0 40302010

26.026.0

9.69.6

7.77.7

Asahi

(n=104)Editor of Women’s Magazine (%)2013

Nikkei

Yomiuri

Preferred by Opinion-LeadersThe Asahi Shimbun is the most widely read paper among cultural leaders and other influential opinion leaders.


No.1 at the International Newspaper Colour Quality Club (INCQC) in 2012-2014

Most Advanced Printing Quality

The Asahi Shimbun took the 1st prize in the world at the International Newspaper Colour Quality Club (INCQC) 2012-2014, from 192 newspaper companies which took part in the competition. Our print and image quality of colour pages was given the perfect score in a total of 35 evaluation criteria.


What is J-MONITOR ?

A panel survey system shared by newspaper companies launched in 2011.

◆ 18 newspaper companies 19 newspapers join. (as of Dec. 2017)◆ Common recruiting process◆ Common panel management◆ Common survey system operated by Video Research Ltd. (third

party)

J-MONITOR: Newspaper ad survey platform


Ad Contact Rate Company (Brand) recognition before survey

Intention to purchase products/service on the adAd Evaluation

Impression of adBehavior and attitude affected by ad Ad contact rate in other media

Surely read Probably read

Yes Partly Yes

I also know about their business activitiesor their products.

I have only heard of the name.

Will consider purchasing products / service (have already purchased)Will consider purchasing products / service (have not purchased before)Will not consider purchasing products / service (have already purchased)Will not consider purchasing products / service (have not purchased before)No suitable answers this time

Valid respondents 〈newspaper subscribers〉 (n=225)

People possessing applicable edition (n=207)

0(%)

0

0 50 100

0 50

50 100(%)

(%)

(%)

(%)50 1000 50 100

(%)0 50 100


People possessing applicable edition (n=207) People possessing applicable edition (n=207)



61.8 12.9 74.7% 73.9 24.2

13.9

98.1%Ad Contact Rate

Total(%)

Total recognition before survey

63.4%

Percent of panelswilling to purchase

61.4%

Percent of panelswho have already purchased

14.4 12.449.0 10.4

Understandable

Interesting

Impressive

Trustworthy

30.9

I have never heard ofthis Brand before 1.4

The ad reminded me ofthis Brand 40.1

I want to check thewebsite of this Brand 7.2

I will compare the products / service on the Internet 3.4

I will check the products / service at stores 5.8

I will take up the product inconversation with others 6.3

Eye-catching 72.0

Good sense 43.5

Readable text 4.3

Suitably-sized letters 7.2

Sympathetic 3.4

PersuasivePsychologicaldemand

6.3

Nice ad 11.6

Targeting us 2.9

Useful 1.9

Unique 53.1

Interesting 28.0

Timely

Design

Copy

Involvement

Originality

Timing16.9

Hot topic 16.4

35.3

28.0 36.2

22.2 41.5

23.2 46.4

66.2

64.3

63.8

69.6

0 50(%)

Newspaper article or other than this ad 6.8

Flyer 2.4

TV program or commercial 3.4

Radio program or commercial 0.0

Magazine article or ad 7.7

Outdoor 2.9

Internet 1.4

Others 7.2

Total reach : 22.2%

Survey Result Summary Example (Fashion Brand)


Survey Region Tokyo Metropolitan Area(Tokyo, Kanagawa, Saitama and Chiba Prefecture)

PanelsMale and female aged 15 to 69 who live in the surveyed region and subscribe to both morning and evening editions of The Asahi Shimbun.

Recruiting PanelsPanels are publicly applied via newspaper ads. Applicants are categorized according to their living area and attributes such as genders, ages, occupations and family structure, which is all complied with J-READ* survey methods.

Survey Method Web survey through PC

Sample Size Multiple panels, about 300 monitors per panel, are operated.

Survey Date from 0:00 to 24:00, day after the ad placement.

Letterhead and Fieldwork Video Research Ltd.

Survey Outline

*J-READ : Comprehesive National Newspaper Survey conducted by Video Research Ltd.

Documents

Japan's Leading National Paper Strong and Stable Circulation · Junior high school High school Junior college University, graduate school still in school Unknown 4.5 36.5 21.1 26.1