Commemorative Ceremony Held for the 57th "Newspaper Advertising Day"

The Japan Newspaper Publishers & Editors Association held the 57th Newspaper Advertising Day commemorative ceremony at the Tokyo Prince Hotel in Minato Ward on October 20. Approximately 620 people attended, including representatives from advertising clients, advertising agencies, and newspapers.

 

 
 	Kojiro Shiraishi, Chairman (President, Yomiuri Shimbun Tokyo Headquarters)

The 34th Newspaper Advertising Awards and the 2014 Newspaper Advertising Creative Contest awards ceremony were held. Kojiro Shiraishi, Chairman of the Association (President of Yomiuri Shimbun Tokyo Headquarters), stated in his address, "The Grand Prize-winning work generated significant buzz, demonstrating the impact of newspaper advertising. We will further refine the unique characteristics of newspaper advertising, leverage the comprehensive strengths only newspapers can offer, and strive to meet expectations." Guest speaker Akira Ohira, Chairman of the All Japan Advertising Federation (Advisor to Taisho Pharmaceutical), took the stage and stated, "This year saw 425 entries. Many were interesting works that broke through fixed concepts. Newspaper printing technology and creative techniques have also advanced. I look forward to newspaper advertising becoming even more enjoyable." Following him, Mr. Tatsuyoshi Takashima, Chairman of the Japan Advertising Association (Chairman of Dentsu Inc.), remarked, "Many entries fully utilized the unique characteristics of newspapers. Recently, the high credibility of newspapers seems to be wavering. We ask newspaper companies to strive to restore trust, and we advertising agencies will endeavor to enhance the value of advertising."

 

	 
Akira Ohira, Chairman of the All Japan Advertising Federation (Advisor, Taisho Pharmaceutical)	 	Chairman of the Japan Advertising Association, Takashi Takashima (Chairman, Dentsu Inc.)

 

 

  Shueisha President Maruei Horiuchi   Next, at the Newspaper Advertising Awards ceremony, the Grand Prize, Advertising Award, and Excellence Award in the Advertiser category, along with the Advertising Award and Encouragement Award in the Newspaper Publisher Planning category, announced on September 3rd, were presented. The Grand Prize went to Shueisha's "ONE PIECE" 300 Million Copies Sold Campaign, "Japan Cross-Country! OPJ47 Cruise." This campaign combined manga characters with famous sites and local specialties from all 47 prefectures, featuring a different character each day starting from Hokkaido. President Maruei Horiuchi of Shueisha stated in her acceptance speech, "Newspaper readers are also interested in publications, making newspapers the most effective advertising medium. We want to continue working on advertising that can only be done in newspapers." Shobun Nakajima, a judge for the Newspaper Advertising Awards, commented, "The Grand Prize winner brilliantly embodied the answer to the question: 'Where does the potential for new newspaper advertising lie?'"

 

 
 	Mr. Hiroyuki Ishii, Japan Economic Advertising Agency

Next, the award ceremony was held for the six winning entries in the newspaper advertising creative contest themed around "food." From 1,254 entries, the Grand Prize was awarded to "Exchange of Life" by Mr. Hiroyuki Ishii of Nihon Keizai Advertising and others. Jury Chairman Takayuki Soeda commented, "The copy conveys a powerful will and is a highly accomplished piece." Mr. Ishii expressed his delight, stating, "We took the theme seriously and aimed for positive expression. This is the first time my real name has appeared in a newspaper, and I'm surprised by the significant response."

Details can be viewed on the association's website
( www.pressnet.or.jp/adarc/index.html ).