A News Medium That Catches and Analyzes Up and Coming Trends

The Nikkei Marketing Journal

MEDIA DATA2017

The Nikkei Marketing Journal

MEDIA DATA

Outline of the Nikkei Marketing Journal
First issued: 1971
Frequency: Issued 3 times a week on Monday, Wednesday and Friday
Estimated number of readers:

601,000

peopleSource: The 16th J-Read National Newspaper Readership Survey
by Video Research Ltd., October 2016

Readership
ProfileHomemakers,
unemployed,
etc.
10.0%

Wholesale,retail
22.6%

Other
12.4%

Industry
SectorConstruction 1.6%
Education 2.3%
Real estate 3.0%
Healthcare, welfare 3.1%

Food services, accommodation 3.5%
Transportation 3.6%
Information, communications 3.8%

Finance,insurance
7.6%

Manufacturing
15.2%

Services
11.2%

Source: The 16th J-Read National Newspaper Readership Survey
by Video Research Ltd., October 2016

Other
14.4%

Corporate
officer
10.9%
Department
manager
11.7%

Position(of employed readers)Nonmanagerial
employee
36.6%

Sectionmanager
26.3%

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The Nikkei Marketing Journal

MEDIA DATA

Utilization of Nikkei MJ by Buyers in the Retail Sector
Always staying ahead of the latest consumer trends, the Nikkei MJ is widely read by a variety of people, but it is particularly
popular among buyers in retail and other marketing sectors. When building a sales strategy, it is essential to have opportunities to communicate information to buyers of things such as processed foods and daily foods, alcoholic beverages andpharmaceuticals about the products one wants to promote in order to gain a deep understanding and good selling spots.
Here, we will introduce how advertisements can be developed with an eye on buyers utilizing the Nikkei MJ.

About 80% of buyers in the retail sector feel thatmarketing advertisements are necessary

About 70% of buyers in the retail sector evaluatedthe Nikkei MJ as a medium that is appropriate
for marketing advertisements

Do you think that advertisements aimed not only at
consumers but also at people related to marketing(marketing advertisements) are necessary?

What media do you believe are appropriate for marketing advertisements? (Multiple answers)

80% answeredthat such ads are

69.3%

Nikkei MJ

47.1%

Shokuhin Shogyo“necessary.”

Necessary 20.4%
Necessary to an extent 59.7%
Not very necessary 14.1%
Not necessary 3.1%
<Distribution Survey 2015, n=191>

37.9%

Chain Store Age
Nihon Shokuryo
Shimbun

15.7%
11.1%

The Shogyokai
020406080100(%)<Distribution Survey 2015, n=191>

More than 60% of buyers in the retail industry use the Nikkei MJ to obtain useful information for workand many of them have actually made inquiries after seeing advertisements
What media do you read to obtain useful
information for work? (Multiple answers)[For readers who have read the Nikkei MJ]

What actions have you taken after seeing advertisements in theNikkei MJ?

61.8%

Nikkei MJ

57.6%

Shokuhin Shogyo
Nihon Shokuryo
Shimbun28.8%
020406080(%)<Distribution Survey 2015, n=191>

Reference The Nikkei MJ– Advertising by Food Manufacturers
The number of ads and advertisers are increasing yearby year.
In 2015, the number of 15-column and 7-column marketing advertisements was 136% compared to theprevious year and 210% compared to two years earlier.
90

144 companies

80

106

70

95

60

8150
40302063

2011

37.9%

82ads

150
140

27.4%

Made inquires to the manufacturer byphone or email

26.6%

Placed orders

21.0%

Discussed or reviewed the advertised
product in the company

21.0%

Increased the order quantity

20.2%

Saved or made notes about
the content of the ad

12.1%

130120companies

Accessed the manufacturer's website

2.4%

Other

11060ads

100
90020

406080(%)<Distribution Survey 2015, n=124>

80

companies

27ads

companies

companies

46.0%

Ordered product samples

8.9%

The Shogyokai

61.3%

Mentioned the content of the ad
in sales meetings with sales repsat manufacturers or wholesalers

44.0%

Chain Store AgeContacted sales repsat manufacturers or wholesalers

34ads
2012

39ads
2013

7060

2014

2015

50

Number of 15-column and 7-column ads (left axis)
Number of food manufacturer advertisers (right axis)

2MEDIA DATAThe Nikkei Marketing Journal

Basic Page Structure
Monday Edition 16 pages

Wednesday edition 16 pages

Friday edition 16 pages

Page. No. Title of Page

Page. No. Title of Page

Page. No. Title of Page

No. of Ad Columns

No. of Ad Columns

No. of Ad Columns

1

Front page3

1

Front page3

1

Front page3

2Analysis

52

Design52Entertainment

53

Reading Strategies53Learning and Polishing

53Answering Questions about Consumption

54Lifestyle 1

54Lifestyle 1

54Lifestyle 1

555Lifestyle 2

55Lifestyle 2

55Lifestyle 2

6Net Life

56Full-Page Ad

56Net Life

57Fashion

57Net Life

57Fashion

58Full-page ad

78Full-page ad

58Full-page ad

59City Planning

59Fashion

59Senior Biz

510Asia/Global

15

10Full-Page Ad

15

10Asia/Global

15

11

Data in the News

511

Data in the News

711

Data in the News

512New Products 1

512New Products 1

512New Products

513New Products 2513

New Products 2513

New Products / POS Analysis

514

Food 1514

Food 1

514

Food 1

715

Food 2515

Food 2

515

Food 2

516

Trends1516

Trends1516

Trends15

Advertising Rates and Sizes
Ad Size

Advertising Rates(for a single insertion)yen, excluding tax

A

15 full cols.

3,465,000

BC

10 full cols.

2,350,000

7 full cols.

1,680,000

D

5 full cols.

1,225,000

E

3 full cols.

753,000

F

2 full cols.

512,000G

7 half cols.

878,000HI

5 half cols.

640,000

3 half cols.

393,000

J

2 half cols.

262,000

K

Side box (front page)

195,000

Side box (Other pages)

129,000

Side box (Last page)

160,000

LM

Island (front page)

180,000

Island (Other pages)

115,000

Dog ear

225,000

1. Terms of the ‘Standards for the Insertion of Advertisements’ of Nikkei Inc. will be applied to therequested insertion of an advertisement. Please note that advertisers are required to assume
responsibility for any problems that may arise regarding the content of the advertisement.
2. Advertising rates do not include consumption tax or production costs.
3. When 2 insertions or more are contracted in advance for a given six-month period, contract
rates will apply and be calculated based on the total number of columns.
4. The below-article rates (A-J) will apply to recruitment advertisements.
5. If a specific date of insertion or page of insertion is designated by the advertiser, a designation fee will be charged. The designation fee will be 30% of the space rate if the advertisement is inserted on the front page and 10% of the space rate if it is inserted on another page.
6. In the case of a double-page spread, a fee of 500,000 yen will be charged in addition to theinsertion rate. Furthermore, an extra 50% will be added to the full color rate for a
double-page spread (size of double-page spread: Width 786.5 x Height 512.5 mm).

CA

15 full cols.
380.0×512.5B

10 full cols.
380.0 × 341.0

10 columns or more

1,100,000

Under 10 columns

990,000GKJ

7 half cols.
189.5 ×238.0

5 full cols.
380.0 × 169.5
3 full cols.
380.0 × 100.5(inside page)
L Island
70.0 × 32.0

2 half cols.
189.5 × 66.5FDE

7 full cols.
380.0 × 238.0

Side box (inside page)52.5 × 66.5

2 full cols.
380.0 × 66.5

Color Rate yen, excluding tax
Four-color

Notes on the Insertion of Advertisements

HIear (front page)
M Dog
70.0 × 32.0

3 half cols.
189.5 × 100.5

5 half cols. 189.5 × 169.5

Inquiries
Group 6, Cross-Media Advertising& Business Bureau, Nikkei Inc.

TEL: +81-3-6256-7518

TOKYONikkei Inc.
Tel: +81-3-6256-7539
ad_tokyo@nikkei.co.jp

NEW YORK
Nikkei America, Inc.
Tel: +1-212-261-6220
advertising@nikkei.com

LONDON
Nikkei Europe Ltd.
Tel: +44-20-7421-7807
ad@eur.nikkei.com

SINGAPORE
Nikkei Group Asia Pte Ltd.
Tel: +65-6339-2086
ad@nikkei.com.sg

BEIJING
Nikkei Creative(Beijing)Advertising Ltd.
Tel: +86-10-6597-8061
ad-beijing@cn.nikkei.com

HONG KONG
Nikkei China(Hong Kong)Ltd.
Tel: +825-2598-1771
ad@nikkei.com.hk

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