Home > Newspapers in Japan

Newspapers in Japan

Unique Positioning of Newspapers in Japan
The Japanese newspaper market has a number of distinguishing characteristics. Not only do newspapers in Japan boast the largest circulation in the world and offer a wealth of information, they also have clear advantages over other advertising media.
Newspapers in Japan
   
  According to the 2009 issue of WAN (World Press Trends), Japan had the largest total number of newspapers issued on a daily basis. Japan also had the largest number of newspapers per 1,000 people among the major industrialized countries. Another special characteristic of Japan’s newspapers is the significantly high number of copies per paper, as shown by the number of national daily newspapers with circulations in the millions.
Morning and Afternoon Editions
   
 

Unlike national daily newspapers published in the U.S., Europe and other countries, most Japanese dailies like the Nikkei have morning and afternoon editions. In today’s fast changing world, these meet readers’ needs for the very latest news coverage.


The first printing of the Nikkei afternoon edition is delivered to securities companies at around 12:30 p.m., with copies reaching other business sectors at 3:30-4:00 p.m. and suburban households at around 5:00 p.m.

Advertising in Newspapers
   
 

Newspaper advertising accounts for 12.4 percent of the total advertising expenditure in Japan. This rate is the highest among print media.


The Nikkei is known as the most effective medium for disseminating corporate brand, corporate social responsibility (CSR), and investor relations advertising, and is considered a vital advertising medium in those categories.

High Subscription Rate
   
 

Japan has a high newspaper subscription rate due to its efficient home-delivery system, with 95 percent of papers being delivered in this way. Further contributing factors include Japan’s very high literacy rate and the general enthusiasm for reading newspapers on a daily basis.

Rate of subscription by delivery
Rate of subscription by delivery
Source: Japan Newspaper Publishers and Editors Association 2009
Newspaper circulation and penetration rate by country
Newspaper circulation and penetration rate by country
Source: WAN (World Press Trend) 2009
Reading Habits
   
 

A comparison of newspapers and magazines reveals that newspaper readers have a much higher reading frequency, with 72 percent reading a newspaper daily on a continuing basis. This means much greater exposure of advertising to newspaper readers.

Newspaper reading habits
Newspaper reading habits
Source: Japan Newspaper Publishers and Editors Association 2009 
Comparison of Japanese and Overseas Media
   
 

A comparison of the number of copies of newspapers and business magazines sold in Japan and abroad reveals that in Japan, many more newspapers are sold than business magazines. This again demonstrates the importance of newspapers in Japan.

Major newspapers: comparison between Japan and the U.K.
Major newspapers: comparison between Japan and the U.K.
Sources: The Nikkei: ABC (Japan), Jan.-Jun. 2010
Financial Times: ABC (U.K.), Nov. 2009 (U.K. circulation)
Major newspapers (morning editions) in Japan
Major newspapers (morning editions) in Japan
Source: ABC (Japan), Jan.-Jun. 2010
Major newspapers in the U.K.
Major newspapers in the U.K.
Source: ABC (U.K.), Nov. 2009 (FT=U.K. circulation)
Business magazines: comparison between Japan and the U.S.
Business magazines: comparison between Japan and the U.S.
Sources: The Nikkei: ABC (Japan), Jan.-Jun. 2010
Magazines (Japan): ABC (Japan), Jul.-Dec. 2009
The Wall Street Journal: ABC (U.S.), Mar. 2009 (U.S. circulation)
Magazines (U.S.): ABC (U.S.), Mar. 2010
Major business magazines in Japan
Major business magazines in Japan
Source: ABC (Japan), Jul.-Dec. 2009
Major business magazines in the U.S.
Major business magazines in the U.S.
Source:ABC (U.S.), Mar. 2010
HomeJapanese MarketNewspapers in JapanAbout Nikkei Inc.Contact Us