Weekly Finance and Investment Journal

THE NIKKEI VERITASM E D I A D ATA

Speed and Mobility That
Only a Newspaper
Company Can Provide

Takes Full Advantage
of Nikkei’s
Overseas Offices

Readers Include Leadersof Politicaland Business Circles

Editing completed
on Saturday afternoon,
printed on Sunday

Offices in 36 locations aroundthe world, correspondents
based all over the world

Over 50% haveexecutive level positions

Nikkei Inc.

Basic Reader Attributes
Individual Reader Profile
Subscribers to The Nikkei Veritas cover a wide demographic,
mainly consisting of people with a high income who are leading relatively
affluent lives and hold highly responsible roles in the business world.

Gender Composition

Reader Composition
90% are individual
subscribers

Age Distribution

90% are male
subscribers

Corporate subscribers
11.0%

Average age is 50.0

Female10.6%>70 5.1%
65-69 4.8%
60-64 10.8%<24 1.2%
25-29 3.0%
30-34 5.1%
35-39 6.6%

40-44 15.4%
55-59 12.7%

Individual subscribers
89.0%

50-54
15.7%

Male
89.4%

45-49
19.6%

Position

Employment Status

Nearly 50% haveexecutive level positions
Unemployed 13.2%
Other 1.5%
Student 0.3%
Home duties 1.5%
Part time/casual 1.5%
Freelance 2.1%
Family business help 0.3%
Family business owner 5.4%
Manager 5.4%

Employed(including contracted
and temporary workers)

68.8%

NA 0.7%
Other 7.3%
Contracted/
temp employee 3.3%

Chairman/president 7.7%
Board member 4.8%
Division director 3.3%
Department head
8.1%

Employee 19.0%

Section head
22.3%

Manager 23.4%

Household Income (Gross)
Subscribers enjoy high incomes (average 10.968 million yen)
and relatively affluent lifestyles
NA

6.0

<¥3m

4.5

¥3-4m

7.8

¥4-5m

10.2

¥5-6m

¥6-8m

¥8-10m15.3

17.1¥10-15m ¥15-20m ¥20-30m ¥30-50m

21.9

8.7

>¥50m

3.6
1.8 1.2

1.8(Unit %)

1

How The Nikkei Veritas is Read
People with a good understanding of financial mattersand a strong desire to learn read The Nikkei Veritas carefully
and thoroughly in the manner of a weekly journal.

Reading Style

Time Spent Reading

Read carefully over several days

Average reading time 76.4 minutes

Varies each time
9.9%

> 2 hrs
20.7%

Spend 1 weekreading
16.5%

Finish reading on
day of purchase
40.8%

NA 0.3% <15 mins 3.9%<30 mins 11.7%<45 mins 15.0%< 2 hrs
29.7%<1 hr 18.6%

Spend 2-3 days reading
32.7%

Reasons for Reading (Top 6)

Need information
for asset formation

33.9

Need information about
the stock market

6.9

58.9

Want to gain information
about financial markets

14.1

58.0

Want to expand
my knowledge

13.8

45.9

Want to gain information
about stock investment

10.8

44.7

To use when searchingfor stocks to invest in

6.9

0%

Readers’ Comments

Multiple selections

Top reason (single selection)• I want to gain information early so I try to read
Veritas on Sunday mornings. I follow up on theopinions of the analysts and critics to see if they
were right.
(Male reader/28 years old/employed/
administration/medical, welfare)66.4• I check to see if the analyses and evaluations ofanalysts and strategists turned out to be correct
so I can pick up the people who are reliable. I use
the information to look for opinions to refer towhen making investments.
(Male reader/63 years old/unemployed)• The headlines are eye-catching and leave a strong
impact.
(Female reader/35 years old/employed/
administration/information services)

42.3

20%

40%

60%

80%

• I see the advertisements and feel that they are
more reliable and trustworthy than the advertisements in other media.
(Male reader/30 years old/employed/
technical trade/information services)• It’s great for sitting down at a café to read on
Sundays. It’s useful for gaining a perspective tosearch for stocks to invest in.
(Male reader/53 years old/unemployed)• I look forward to every issue. I believe that to learn
about the economy is to protect my family.
(Female reader/56 years old/part-time/electronics, telecommunications,precision instruments manufacturing)• The use of color and the layout make it easy tolook at and read.
(Male reader/33 years old/employed/sales/bank)2

Monetary Assets, Investment Behavior
Readers’ Financial Assets and Investment Behavior
Subscribers to The Nikkei Veritas are experienced
investors who are well funded and invest frequently.

Investment Experience

Investment Frequency

96.4% of readers haveinvestment experience.
No experience 3.6%

<1 year 1.8%
1-3 years 9.6%

Less than once a year 10.6%

3-5 years 8.7%

More than 5 times a week
7.2%
More than once a week
17.1%

Once every 6 months 10.6%

5-7 years
6.9%
7-10 years
13.5%>10 years
55.9%

Once every 2-3 months
22.7%
More than once a month
31.8%

Household Savings, Financial Investment Assets
Readers have abundant savings and financial investment assets,
averaging ¥42.147 million.
<¥5m

NA

13.5

¥5-10m12.9¥10-20m¥20-30m

15.9¥30-50m¥50-70m

12.6¥70-100m

17.1

2.1

¥100-200m ¥200-300m

7.5

9.9

>¥300m

6.9
0.3 1.2(Unit %)

Readers’ Comments• I scan through the entire issue on Monday before themarket opens and read the articles in detail during thefollowing week.
(Male reader/52 years old/employed/manager/
construction)• It provided an opportunity to learn about companies
and helped me to use my time well. It’s helping me tobuild up my assets.
(Female reader/56 years old/part-time/electronics,
telecommunications, precision instruments manufacturing)• I always take notes. My financial literacy and ability tomake levelheaded judgments are gradually improving.
(Female reader/42 years old/part-time/other)• I look at every article in detail and check out thecompanies that catch my interest to choose stocks toinvest in.
(Male reader/34 years old/employed/technical trade/
construction)• Many of the articles are specialized and I don’t feel that
there is much overlap with the Nikkei, which is good.
(Male reader/33 years old/employed/sales/bank)• I think the size of the pages makes it easy to read.
(Male reader/49 years old/employed/manager/
public service)• Since the very first issue, I have used Excel to makegraphs from the data, such as market values and PBR.
I make clippings of the useful information or write theinformation down in notebooks.
(Male reader/50 years old/family business owner/service trade/education, study support)• I try to read the entire issue on Sunday and look forconversation topics I can use on the job in the coming
week. To get a good start on the week and to boost the
team’s motivation, I would mention a topic, saying, “Iread in this week’s Veritas that…”(Female reader/46 years old/employed/manager/bank)3

Financial Products Owned/Services Used

Financial Institutions Used
Commercial bank

Readers own and use a wide rangeof financial products and services.
Almost 80% own domestic stocks.

76.3

Trust & banking company

21.3

Shinsei Bank, Aozora Bank

10.8

Regional bank,secondary regional bankOrdinary accounts

28.2

Credit union/association

Domestic stocks

10.2

Foreign bank

3.6

Net bank

42.9

Convenience store/
supermarket bank
Japan Post Bank

45.0

Domestic securities firm

44.4

Online securities firm

48.9

5.4

JA Bank

6.0

Other financial institutions

20%

Investment trusts

61.9
57.1

Foreign currency savings

31.8

Non-life insurance

31.5

Real Estate Investment Trust (REIT)

30.9

Foreign stocks

40%• Veritas is read by a select group of people so we canchoose our targets beforehand and execute targeted
advertisement campaigns.
(Male reader/34 years old/employed/technical trade/
construction)• Because the articles provide information in advance, I
pick articles to read again a month later. I makeclippings of the contents that I think are important.
(Male reader/49 years old/employed/technical trade/public service)

60%

21.9

Fixed annuity

15.0Gold, platinum orother precious metals

14.7

FX

13.8

Savings accounts

13.2

Foreign bonds

13.2

Personal government bonds

11.7

2.4

0%

64.3

32.1

10.2

Foreign insurance company

Term deposits

ETF

3.0

Domestic insurance company

78.1Life insurance

13.8

Foreign securities firm

96.4

80%

Variable annuity

8.7

Bonds other than personal
government bonds

6.6

SMA/wrap account

6.3

Trust savings

5.1

Other savings/investment products

3.6

Commodity fund, Nikkei 225 Futures(including Nikkei 225 Mini Futures)

2.1

Securities CFD

1.2• Lately, the increased number of articles for private
investors makes them feel more relevant. The tabloid
format makes it easy to carry around.
(Female reader/46 years old/employed/manager/bank)0%• I try to give it a once-over on Sunday and then taketime to read it on Monday. I download the electronic
version as well. I write down the articles that caught myinterest in a notebook.
(Male reader/40 years old/employed/manager/
services)

4

20%

40%

60%

80%

100%

Evaluation of The Nikkei Veritas
Readers’ Evaluations of the Articles and Content in The Nikkei Veritas
The Nikkei Veritas is highly regarded by its readers on the quantityand quality of its information, and the solid content of its articles.

Overall Evaluation
88% satisfaction rate
Very satisfied

Mostly satisfied

Neither satisfied
nor dissatisfied

16.2

Somewhatdissatisfied

Very dissatisfied

71.8

NA

1.2

10.2
0.3 0.3

Satisfied readers (very satisfied + mostly satisfied)
88.0%
Speed of Information supply

Amount of Information

Quality of Information Amount of Overlap with the Nikkei
NA 0.9%Low 3.0%

NA 0.6%
Too little 10.5%

NA 0.6%Slow
25.8%(Unit %)

NA 1.2%
Overlap felt
35.1%

Plentiful
88.9%

Fast
73.6%

Commentary Articles
NA 0.9%Lacking
13.2%

High
96.1%

Lineup of Contributors/Experts Analytical/Expert Articles
NA 1.5%Lacking
12.9%

NA 3.3%Lacking
17.4%

Solid
85.9%

Solid
79.3%

• I look at the headlines, graphs and charts first and predict
what’s going to be in the text as I start to read the article.
I tend to take plenty of time to read the round-tablediscussions by reporters.
(Male reader/48 years old/employed/professional/
professional services)• I get a grasp of the economic/financial information of theweek and use it as a guide for mid- to long-term asset
management.
(Male reader/40 years old/employed/business owner/
wholesale trade)5

Industries/Themes Covered
NA 2.1%Lack variety
14.1%

Solid
85.6%

Readers’ Comments

No overlap felt
63.7%

Varied83.8%• I read through all the articles once and then copy andsave the ones I think I need.
(Male reader/42 years old/employed/administration/
life insurance)• Many of the advertisements are for specialized or
high-quality products and services and I have a good
impression about them.
(Male reader/45 years old/employed/administration/bank)• It is helpful for learning about the basic mechanisms of
the economy (especially bonds and interest rate policies).
I underline the information that I think is important and use
a stock app to follow the changes in the stock prices.
(Male reader/43 years old/employed/technical trade/transportation machinery and equipment manufacturing)Office Worker Reader Attributes
Office Worker Reader Profile
Financial institutions account for one-fourth of The Nikkei Veritas
subscribers who are office workers, suggesting a firmly fixed reader
base of professionals with a high level of expert knowledge.

Industry
Financial institutions account for 24.4% of readers who are office workers
Breakdown of Finance Industry (24.4%)

Finance
24.4%

Other 14.3%
Wholesale 2.5%
Medical, welfare 3.5%
Construction 3.9%
Education, study support 4.6%
Public service 4.9%

Manufacturing
19.9%

Professional services such as accounting/tax accounting 4.9%
Real estate 6.0%

Banks

9.9%

Securities

4.2%

Financial advisors

3.5%

Insurance

1.8%

Other

5.0%

Information service, media
11.0%

Coverage of Top Businesspeople
36.8% of top businesspeople in the finance industry are readers
The Nikkei

88.0

Nikkei Business

39.1

The Nikkei Veritas

36.8

0%

20%

40%

60%

80%

100%

(Data Source) BE: JAPAN2014

Reader Certifications
Approximately 20% of readers are certified securities brokers
FP (AFP)

14.7

FP (CFP)

4.2

FP (not certified by JAFP)

8.4

Securities broker

19.2

Life insurance broker

8.7

Securities analyst

5.7

Tax accountant

0.3

Certified public accountants

1.2

Others

5.1

0%

10%

6

20%

30%

Basic Layout /Page Introduction
Thoroughly investigating and analyzing the latest investment topics

Opening Feature
What is happening right now, and how is
the situation going to develop in the future?
The latest topics surrounding the global
economy and markets are investigated in
depth with a sharp point of view. The coverstory of the week is published over four ormore pages and includes individual
research by journalists on the front line,
bold forecasts and substantial content that
only The Nikkei Veritas can provide.

Cover

FeatureFeatureFeaturePreview

Preview

Review

B&W

CapitalMarkets

1

2

3

CapitalMarkets

Stock
Watch

Stock
Watch

4

25

26

27

5

6

Stock
Watch

Focus

Focus

VisionFamilyFinances

28

7

Stock
Watch

8

9

MarketMarket
Thermometer Thermometer

49

50

51

29

30

Smart Life Smart Life

52

10

11

Quotation
List➀

Quotation
List
➁

34

35

4C
31

32

33

Smart Life

FT
Selection

Global
Watch

4C
48

Global4C

B&W
24

Global

53

54

B&W
55

56

57

Introducing topics related to investments

Global corporate information

Focus

FT Selection

Topics that are attracting attention in the business world or
expected to be the focus of attention in the near future are identified
and explained in depth in thissecond feature article. The background of the news is analyzed ando u t l o o k s f o r t h e f u t u re a represented to uncover hints that will
be useful for investments.

Carefully selected and translated
articles from Lex, a daily commentary service from The Financial
Times, provide insight into developments in global corporations andfinancial markets. The keen analyses will broaden one’s view of theworld markets.

7

Views
and
Insights

5859

Helpful information for asset management

Asset Management
From the front line of the asset management business to trends in bestselling products, a wealth of news andcommentaries about investment trusts
and pension management is presented.
The articles are packed with useful
information for selecting investment
fund products such as analyses of the
management methods of popular funds
and evaluations of their performances.

Corporate Corporate
analysisanalysis

Asia

Interview

Company

Company

12

13

14

15

16

17

Quotation
List➂

Quotation
List➃

Quotation
List➄

Quotation
List➅

Quotation
List➆

Quotation
List
➇

36

37

38

39

40

41

Pro’s
Readers’
Explanation
Café

61

MarketCover

MarketMarketMarketFunds&
Trends

18

19

20

21

22

23

Overseas
StocksOverseas
StocksMarketBeat

AssetManagement

44

45

46

47

Investment Investment
Trust Data Trust Data

42

43

Inside4C

60

Finance62

4C
63= Advertisement spot

*Page layout and names are subject
to change without notice.

64

Getting behind the scenes of the news

InsideWhat was happening behind thescenes when that news shook themarkets? What is the real intention of
the authorities, which is so hard todiscern? This is a popular column thatstarted in The Nikkei Kinyu Shimbun(Nikkei Financial Daily) in the late1970s. By closing in on the truth, wewill gain a perspective on the future.

8Outline of Publication
FormatTabloid size, horizontally-writtenPages

64 pages

Delivery

Delivered by courier tosubscribers every Sunday

Circulation

62,000(as of December 2016)

Advertising Rates
One-time insertion rates

One-time insertion(Unit: Yen)

Full-page
B&W

Full-page
Color

Back/ Front
Color

1,000,000

1,500,000

2,500,000

Contract rates(Unit: Yen)Per Year

Full-page
B&W

Full-page
Color

Back/ Front
Color

10-19 pages

900,000

1,350,000

2,250,000

20-29 pages

850,000

1,275,000

2,125,000

30 pages+

800,000

1,200,000

2,000,000

Positioning requests: 15% of insertion fee
Data Sources
The Nikkei Veritas Readers Survey (September-October 2016) N=333
BE: JAPAN2014 (survey conducted by Ipsos-RSL and Adams Communications
Co., Ltd., August-November 2014) N=661

InquiriesTOKYO

NEW YORKLONDON

Nikkei Inc.

Nikkei America, Inc.

Nikkei Europe Ltd.

Tel: +81-3-6256-7539

Tel: +1-212-261-6220
E-mail: advertising@nikkei.com

Tel: +44-20-7421-7807
E-mail: ad@eur.nikkei.com

SINGAPORE

HONG KONG

Nikkei Group Asia Pte Ltd

Nikkei China (Hong Kong) Ltd.

Tel: +65-6339-2086
E-mail: ad@nikkei.com.sg

Tel: +852-2598-1771
E-mail: ad@nikkei.com.hk

Nikkei Inc.
Copyright & Copy - Nikkei Inc. All Rights Reserved.

(2017.1)