http://business.nikkeibp.co.jp/

CIRCULATION AND READERSHIP DATAJapan’s Leading Business Journal by Circulation

Your One and OnlyBusinessMagazine Choicein Japan

The “One NB Strategy”— One Nikkei Business —The “One NB Strategy—One Nikkei Business,” a vision focused on Nikkei Business, mobilizes the “Nikkei ID” system to integrate
the unique characteristics of Nikkei Business Online and Nikkei Business Digital. Working through this strategy, Nikkei Businessconveys scrupulously selected information not only to those in managerial positions, but also geared to the needs of young
businesspersons, women and other reader genres. For example, Nikkei Business Online furnishes early reports of pinpointed
news items, with Nikkei Business adding commentary, analysis and other embellishment positioned to underscore the essentialcontent. After that, Nikkei Business Digital assists in searching out and tapping into related news stories.

200,000 copies

2.3 million

2016 (January-June)
ABC Circulation: 194,488 copies
Published weekly (Mondays)
Annual subscriptions: ¥24,500
Per-copy price: ¥690

Number ofregisteredmembers asof November
2016

No cost registration system

Nikkei Business Online

This service adopts a scheme of close teamwork with the contents of themain Nikkei Business magazine, thereby striking a solid balance between
information quality and speed. Responding to the solid trust of its some 2.3
million registered subscribers, Nikkei Business ONLINE earns consistently
stellar levels of satisfaction as a source of superbly reliable andinstrumental management intelligence.

Nikkei Business BasicContents limited to Nikkei Business Digital subscribers

Nikkei Business Basic delves into the details of particularly challenging terminology and news,
seeking to deliver simple and essential commentary. Specific examples are infused to further
enhance the caliber of knowledge, supporting readers in their efforts to discover enlightening
new viewpoints useful in business, provide hints for the next action phases and other valuable
insights.

Nikkei BusinessSupplying information as resources for anticipating
the future to a readership some 200,000 persons
strong, focused on top-ranked executives poised tosupport the development of Japanese society. As asource of intelligence contributing to effective
corporate management decisions, Nikkei Businessranks as Japan’s top integrated economic andbusiness management magazine measured by reader
support.

Nikkei Business Digital

40,000 Copies

Circulation: 37,755 copies
As of June 2016

Digital equipment is marshaled to produce layoutsof articles from the main Nikkei Business paper
magazine. The targets are some 40,000 loyal users
characterized by particularly high informationgathering volition, optimizing the contents for eachviewing device.
Annual subscriptions: ¥22,000
Paper + digital edition packages: ¥27,400

Survey name: Nikkei Business Reader Profile Survey 2016
Survey period: March 1-8, 2016 (N=1,056)

Reader Profile

Core readership:Decision makers within organization
Function at workplace (%)

Reader average age

Materials &Humanresources & purchasing
2.6
public relations

51.6 years

3.2

MenWomen

94.2

5.8

9.6

24.2

Manufacturing& production
management

8.7

Construction,
real estate

4.5

Sales

16.8

5.1

Research &development

Employer industry (%)

Planning,research& marketing

General affairs& accounting

10.9

10.2

Position at employer (%)

Distribution

6.7

Manufacturing

Student,
unemployed,
homemaker

Other

Information Design 4.0
systems 4.6

Gender ratio (%)

Financial
6.5

Management &general corporateresponsibilities

33.9

20.6

Department manager&above decision makers

26.2

19.2

12.0 11.1

11.3

12.1

Other
occupations

17.0

Service19.1

Chairman/
Board member
president level

Section manager level

Department manager/
assistant manager level

Subsection manager/
supervisor level

Other

43.7%

Annual income (%)

Total assets (%)

Average asset value:¥52,285,100

Average annual income:¥9,308,400

22.2

3.1

4.6

Over 20
million yen

15-20
million yen

31.4

41.7
17.0

10-15
5-10
million yen million yen

2.5

Under 5
million yen

Over 200million yen

30.7

5.9
100-200
million yen

7.0
30-100
million yen

5-30
million yen

Under 5
million yen

Advertisements

High interest in advertisements too
How closely do you read advertisements(%)
Closely examine
all ads
Hardly at all

4.0

5.4

Only readads ofinterest

Glance over ads

83.7%

44.6

Access the website
Share with family and friends

14.1

Keep for later study

6.3

Direct studies by related workplaces or employees
Briefly read
all ads

33.7

Inquires by e-mailDirectly phone to request materials
Discuss on SNS
Become official account follower or “friend”

1.9
1.4
1.4
0.7
9.4

Other
No response

26.4

37.2

13.5

Order or purchase services

Very little

12.3

Action after reading advertisements (%)

18.1

Take specific actions after reading ads

Loyalty

The majority of readers continue to subscribe over the years
Multiple readership rate (%)

Years currently subscribed (%)
Under 1 year
6.0

Over 31 years
Don’t know(including
inaugural issue)
1.8

1~2 years
6.4
3~4 years
10.5

Readers subscribing
for over 10 years

4.2

15~30years

26.2
5~9 years
22.810~14years

22.1

52.5%

24.7

2 readers

6.6

3 readers
4 readers

1.0

5 readers

1.9

6~10 readers

1.7

11 readers +0.9

Readers other than subscriber

No response

0.5

Spouses: 42.7%

Coworkers: 33.9%

Where read (%)

Place of delivery (%)
The vast majority ofreaders receive or subscribe
at home55.6

At home on holidays

39.0
37.8

While commuting on trains, etc
At home on weekdays (upon return from work)

15.1
HomeWorkplace

0.3

At the workplace

OtherOther21.5
3.4

WebIn addition to the actual magazine, high frequency access for
Web articles tooInterest in Nikkei Business Online (%)

About Nikkei Business Digital (%)

Unaware ofservice 2.5

Don’t read

32.3

Read 3 days ormore weekly

25.7

15.1

Read on PC

Readoccasionally

39.6

65.3%

Read on exclusive application(smartphone)

4.5

Read on exclusive application(tablet)

3.5

Joint subscription
WithNikkei Business Online

Unaware of service

Application of Nikkei Business Online articles (%)
Personal work ideas or hints
For general knowledge
As topics at customers or in-house

30.6

Basis for judgment as executive or manager

21.9
21.3
17.3
15.2
13.1

Source of detailed information
Resource for devising new plans or projects
Collecting information for product or service purchases
Reference for stocks, other investments
Source of references at meetings, for internal materials
Other0.6

39.5

12.9

63.4
61.0

Employment

Heavy readership at large companies with 1,000 or more employees
Scale of employer (%)

Publicly traded employers

1,000 employees or more

TSE First Section 31.9
TSE Second Section 1.0
Local market listing 0.4
JASDAQ 1.1
TSE “Mothers” 0.1
Other listings 0.5

26.7
19.3

16.1

17.0

13.5
7.9

5,000
employees
or more1,000–4,999
employees

300–999
employees

100–299
employees

30–99
employees

Less than 30
employees

Scheduled to be listed 0.3
Not publicly traded 64.7

Employer’s capital (%)
9.3¥10–30 million¥30–50 million

Persons employed at companies capitalizedat ¥1 billion or more

8.2

Under ¥10 million

3.9
7.7

¥50–100 million

15.0¥100 million–1 billion

8.6¥1–5 billion¥5–10 billion

5.6
28.9

Over ¥10 billion

7.3

Public agency or institution
None of the above

5.6

IT Services

Consider importance of IT services from a management perspective
Importance of applying IT in management
Totally
Other 2.1
strategies (%) unnecessary

Regarding IT-related services (%)
45.6

Business applying goods or services
Development and proposal of customer
products and services

10.7

Development and use of in-housesystems and services
Development of goods related toproducts and services
Other

5.3

9.6

Somewhatnecessary

4.3

consider IT necessary inmanagement strategies

29.9

Information system themes in which interest exists (%)

54.8

Application of big dataIoT

Application in management support and marketing
Personal data protection and security
Cloud services introduction and use
Customer management
Mobile cloud services introduction and use
Internal control and document management
Tax/social security number system responses
Knowledge management and groupware
Building new customer relations using social media, etc.
Business continuity upon emergencies
OtherNo response

0.6
3.2

23.7
22.0
21.1
19.2
18.3
17.3

43.3

37.5
33.7
32.0
31.8

53.5

Indispensabl
e for work

49.3

GlobalEnergetic business development beyond Japan to overseas markets
Countries/regions of attention in overseas
expansion (%)

Overseas expansion (%)
Don’t know

1.1

No suchexpansion

41.4

76.3
54.4

Expansionunderway

Keen attention on
ASEAN, China
and other Asian nations
44.1

57.6

23.3

ASEAN

Fields of interest in overseas expansion (%)

32.0

Expand/develop new customers

18.1

Establish/expand branches, offices, etc.

10.7

M&A
Other
No response

1.5
20.7

35.2

China

North
America

Europe8.9

AfricaMiddle
East

5.6
Other

0.4
NoresponseCountries/regions visited on business trips
during past year (%)
China
ASEAN

30.1North America

17.5
12.6

EuropeOther Asian regions
AfricaMiddle East

Interest in overseas

OtherAsianregions

9.6

OtherNo responses

2.8
0.0
4.2
2.1

42.7
38.5

Nikkei Business Publications, Inc.

Nikkei Business Publications, Inc.
1-17-3, Shirokane, Minato-ku
Tokyo 108-8646 Japan
Tel: 81-3-6811-8311
Fax: 81-3-5421-9804
E-mail: i-sales@nikkeibp.co.jp
http://www.nikkeibp.com