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COPYRIGHT THE YOMIURI SHIMBUN
MEDIA DATA2018-2019
The most effective news media for advertising
What is The Yomiuri Shimbun?
The Yomiuri Group is a media conglomerate
centered on The Yomiuri Shimbun, and
extending to other business fields in terms
of culture, sports and leisure.
Founded in November 1874, The Yomiuri Shimbun is a national Japanese paper with over a 140-year history.
It has the world's largest circulation, which is registered by the Guinness World Records.
Media Conglomerate centered on The Yomiuri Shimbun
02
COPYRIGHT THE YOMIURI SHIMBUN
The number of Yomiuri subscribers is larger than the sum of Asahi's and Nikkei's subscribers.
8,510,000 copiesYomiuri
Morning edition (nationwide)
5,950,000 copies Approx. 2,440,000 copiesAsahi
2,440,000 copiesNikkei
Source:ABC(average Jan.-Jun,2018)
Readers (National, Morning Edition)
Yomiuri
The Yomiuri Shimbun(Daily paper) The Yomiuri Shimbun has the largest number of subscribers of all Japanese
newspapers, read by about 20 million people every day.
Subscribers (National Edition)
Yomiuri8,512,674
2,420,787
Asahi5,954,336
1,837,959
Nikkei2,435,973
1,152,269■ Morning edition
■ Evening edition
Source:ABC(average Jan.-Jun,2018)
CopiesThe number of readers
per one householdReaders
8,512,674 2.3 19,579,150
Asahi 5,954,336 2.3 13,694,973
Nikkei 2,435,973 1.8 4,384,751
Tokyo Edition
Osaka Edition
Seibu Edition
Metropolitan area
Metropolitan area
Metropolitan area
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COPYRIGHT THE YOMIURI SHIMBUN
Tokyo Edition
Subscribers
Evening edition Tokyo Metropolitan Area
5,162,989
1,470,113
1,428,198
Morning edition
Morning edition Tokyo Metropolitan Area
Evening edition
5,609,877
Source:ABC(average Jan.-Jun,2018)
Penetration rate Tokyo Metropolitan Area
28.6%Yomiuri
Asahi 20.7%
Nikkei 7.8%
(n=33,650)Source:J-READ2017
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COPYRIGHT THE YOMIURI SHIMBUN
Metropolitan area
Osaka Edition
Subscribers
1,600,406
900,171
Morning edition
Morning edition Osaka Metropolitan Area
Evening edition
2,177,214
Source:ABC(average Jan.-Jun,2018)
Penetration rate Osaka Metropolitan Area
23.0%Yomiuri
Asahi 19.3%
Nikkei 5.7%
(n=14,315)Source:J-READ2017
Metropolitan area
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COPYRIGHT THE YOMIURI SHIMBUN
Seibu Edition
Subscribers
402,820
50,503
Morning edition
Morning edition Seibu Metropolitan Area
Evening edition
725,583
Source:ABC(average Jan.-Jun,2018)
Penetration rate Seibu Metropolitan Area
19.4%Yomiuri
Asahi 16.2%
Nikkei 3.1%(n=4,441)
Source:J-READ2017
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COPYRIGHT THE YOMIURI SHIMBUN
Metropolitan area
Reader profileAge/Gender Composition
■ Male 15-19
■ Female 15-19
■ Male 20s
■ Female 20s
■ Male 30s
■ Female 30s
■ Male 40s
■ Female 40s
■ Male 50s
■ Female 50s
■ Male 60s
■ Female 60s
Source:J-READ2017
Average
45.1years old
2.9 7.6 9.5 9.8 9.2 10.9
3.6 7.4 9.4 10.6 9.0 10.2
3.2 6.8 7.7 10.2 9.4 12.8
3.6 6.9 8.9 10.6 9.1 10.7
Male 49.9%
Male 50.2%
Female 50.1%
Female 49.8%
0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %
The Yomiuri Shimbun
All in national Japan survey
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COPYRIGHT THE YOMIURI SHIMBUN
20.712.4
22.011.9
Reader profileOccupational Composition
■ Corporate Exective/Management
■ Specialist/Freelance
■ Office worker/Researcher
■ Homemaker
■ Sales/Service
■ Student
■ Manual worker/Laborer
■ Other ■ Retired/Not working
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COPYRIGHT THE YOMIURI SHIMBUN
13.3
13.8
11.1
11.2
4.8
4.1
6.8
7.5
10.5
11.1
10.5
10.2
9.0
8.9
0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 %
The Yomiuri Shimbun
All in national Japan survey
Source:J-READ2017
The Yomiuri Shimbun makes it possible to reach a lot of business leaders.
Employees in the company listed on the 1st section of the TSE
19.4%Yomiuri
16.6%Asahi
8.8%Nikkei
Corporate Executives
19.7%Yomiuri
14.3%Asahi
11.6%Nikkei
Administration/Research
18.1%Yomiuri
17.6%Asahi
7.3%Nikkei
Division Managers
19.6%Yomiuri
16.2%Asahi
12.3%Nikkei
Source:J-READ2017All rates above are penetration rates.
COPYRIGHT THE YOMIURI SHIMBUN
09
The Yomiuri Shimbun has a high penetration into the high income demographic.
Asahi
Annual household income of 20 million JPY or over
22.4%Yomiuri
20.7%
22.4%Nikkei
Household financial assets of 20 million JPY or over (20yrs old or over)
21.2%Yomiuri
20.1%Asahi
10.3%Nikkei
COPYRIGHT THE YOMIURI SHIMBUN
Source:J-READ2017All rates above are penetration rates.
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A wide range of Print Ad Products
A B
CD
CENTER SPREAD510mm× 786mm(20.1〃× 30.9〃)
A 15 FULL COLUMNS510mm× 379mm(20.1〃× 14.9〃)
B 10 FULL COLUMNS339mm× 379mm(13.3〃× 14.9〃)
C 7.5 FULL COLUMNS254mm× 379mm(10.0〃× 14.9〃)
D
7 FULL COLUMNS 237mm× 379mm (9.3〃× 14.9〃)E
5 FULL COLUMNS 168mm× 379mm (6.6〃× 14.9〃)F
5 HALF COLUMNS 168mm× 189mm (6.6〃× 7.4〃)G
3 FULL COLUMNS 100mm× 379mm (3.9〃× 14.9〃)H
2 FULL COLUMNS 66mm× 379mm (2.6〃× 14.9〃)I
2 HALF COLUMNS 66mm× 189mm (2.6〃× 7.4〃)J
E
H
G
F
IJ
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COPYRIGHT THE YOMIURI SHIMBUN
Other print media of The Yomiuri Shimbun12
COPYRIGHT THE YOMIURI SHIMBUN
The Yomiuri KODOMO Shimbun
Tabloid format
Published on Thursdays
Delivered nationwide
186,699 subscribers
for elementary school children
The Yomiuri Chukosei Shimbun
Tabloid format
Published on Fridays
Delivered nationwide
91,306 subscribers
for teens
The Japan News
Broadsheet format
Published daily
Delivered nationwide
20,224 subscribers
English language
Digital media of The Yomiuri Shimbun
This was launched in 1995,
and covers a wide range of
news.
“OTEKOMACHI” is a site
targeting the working
women. It offers the news
that women are interested
in, such as beauty,
entertainment and travel,
lifestyle etc.
Web Magazine for WomenNews Website
http://www.yomiuri.co.jp/ http://otekomachi.jp/
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COPYRIGHT THE YOMIURI SHIMBUN
User profi le Age/Gender Composition
Gender
70.5% 29.5%
Male Female
53.5% 46.5%
Male Female
12%
27%
32%
18%
8%3%
17%
24%21%
17%
14%7%
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COPYRIGHT THE YOMIURI SHIMBUN
Age
■ 18-24 ■ 25-34 ■ 35-44 ■ 45-54 ■ 55-64 ■ 65+
mobilePC
15
User profi le Occupation/Position/Income Composition
14%
8%
21%
13%7%
7%
8%
21%
1%
■ Offi ce worker/Researcher
■ Corporate Exective/Management
■ Specialist/Freelance
■ Manual worker/Laborer
■ Sales/Service
■ Homemaker
■ Student
■ Other
■ Retired/Not working
Occupation
■ Less than 1 million
■ 1 million to 3 million
■ 3 million to 5 million
■ 5 million to 7 million
■ 7 million to 10 million
■ 10 million to 15 million
■ 15 million or over
■ Unknown
Household income (JPY)
4%
14%
23%
17%
19%
11%
3%
9%
■ Staff
■ Section Chief
■ Assistant Manager
■ Chairman/Member of the Board
■ Manager
■ Contractor/Temporary
■ Part time worker
■ Assistant General Manager
■ Vice President
■ Otner
Position in the workplace
28%
13%
12%11%
9%
9%
6%
1%
8%3
%
COPYRIGHT THE YOMIURI SHIMBUN
8%
14%
COPYRIGHT THE YOMIURI SHIMBUN
Media Circumstances
★ 1 : WAN-IFRA REPORT 2016 ★ 2 : ABC(UK Jan.2018) ★ 3 : ABC(KOREA 2016)★ 4 : ABC(Singapore Jan.2018) ★ 5 : ABC(Malaysia Jan.-June.2017) ★ 6 : ACPM 2017
Title Subscribers
The Wall Street Journal (USA)1★
2,276,000
The New York Times (USA)1★
2,220,000
BILD-Zeitung/BZ (Germany)1★
2,134,000
The Sun (UK)2★
1,546,000
Chosun Daily (Korea)3★
1,540,000
The Times (UK)2★
441,000
The Straits Times (Singapore)4★
366,000
Sin Chew Daily (Malaysia) 5★
304,000
Le Figaro (France)6★
308,000
Le Monde (France)6★
285,000
Financial Times (UK)5★
190,000
The Guardian (UK)5★
153,000
Japanese newspapers are highly ranked in circulation.That means newspaper is the popular media for advertising in Japan.
Ranking in the number of circulation per 1,000 people
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Comparison to Overseas Newspapers
57.1Italy
399.9Japan
317.4India
222.6Germany
168.2Singapore
161.1UK
151.7USA
115.7China
97.2Australia
(Copies) 500.0400.0300.0200.0100.00.0
Published copies of daily papers per 1,000 people of the adult population by country (2015)“World Press Trends” 2016 (WAN-IFRA) *Figures from 2014 used for China only
The Yomiuri Shimbun 8,512,674 The Asahi Shimbun 5,954,336The Nikkei 2,435,973
COPYRIGHT THE YOMIURI SHIMBUN
COPYRIGHT THE YOMIURI SHIMBUN
The door-to-door delivery system drives subscribers to long-term engagement. This is the reason for the large circulation in Japan.
Delivery composition (unit:%) Subscribe duration (unit:%)
Door-to-door delivery95.06%
The Japan Newspaper Publishers & Editors Association 2015 Nationwide Media Reach/Assessment Survey
The Japan Newspaper Publishers & Editors Association 2016 Survey
10 years or more 77.9%
Unsure /No response 5.9%
Under 10 years 16.2%
Other 0.50%Post 0.04%
Spot sales 4.40%
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