Newspaper! What we can do now. What we can only do now. [18]Increase! Newspaper Fans (4) Connect Directly with Working Women ~ "Nikkei Womenomics Project" ~
~Newspaper Companies Are Now Launching Such Unique Projects~
Today, the communication landscape of newspaper media is expanding beyond the confines of print pages, driven by free-thinking innovation. Initiatives targeting entirely new audiences and communication activities with readers using unprecedented, innovative methods are flourishing. In this column, "Shinbun!", we highlight one unique example from each of the five major national newspapers among these new movements, interviewing the responsible personnel.
Increase Newspaper Fans! (4)
Connecting Directly with Working Women
~ Nikkei Inc.'s "Nikkei Womenomics Project" ~
The term "Womenomics" was first proposed back in 1998. The Nikkei Inc., which was quick to feature this term in its pages that same year, launched a project bearing its name last year in a surprise move. In May 2013, it simultaneously started the "Women" section in the Saturday morning edition, the "Life Beauties" section in NIKKEI Plus 1, and the "Woman" corner in the Nikkei Digital Edition. In November, Nikkei BP launched "Nikkei DUAL," an information site for working parents. It also established the membership organization "Nikkei Womenomics Forum." Events on various themes were held. The curtain rose brilliantly on the Nikkei Group's comprehensive initiative supporting working women: the "Nikkei Womenomics Project."
Strategically leveraging the recognition that "the proportion of female readers among Nikkei's audience remains low," the initiative also aims to educate male readers through print content. While prioritizing the goal of increasing female readership, it also demonstrates forward-thinking by targeting reader membership to build direct relationships and develop a database. This is part of the "Nikkei ID Strategy," reflecting the unique mindset of a company that has spearheaded IT strategies like the Nikkei Digital Edition. Efforts to secure sponsorships from companies sharing the same commitment to supporting working women have also accelerated significantly this year. Within Nikkei itself, this project is playing a role in promoting women's advancement, as it is being driven primarily by female employees and implemented across the entire company.
Akiyo Motoyama, a project management member from the Nikkei Special Projects Office, states, "We feel a tangible surge in membership every time we announce an event. The energy among participants at these events is astonishing. This two-way 'exchange' is crucial." Her vision is clear: "While our membership is currently centered in the Tokyo metropolitan area, we want to expand to other regions of Japan and eventually worldwide. We also aim to increase participation from female students, the next generation of working women." Furthermore, the advertisements by the project's partner companies, themed around "women's advancement" and "diversity," demonstrate a new form of corporate advertising.
The Nikkei's direct engagement with working women appears poised for significant expansion.
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Media Services / Newspaper Division
Dentsu Inc.
For newspaper media, this is a time of major transformation. Precisely because of this, newspaper advertising now offers opportunities for diverse challenges, and the scope for creative advertising has expanded dramatically. In this column, Dentsu Inc. Media Services / Newspaper Division staff will serialize articles themed around "What newspaper media can do now. What can only be done now." We'll deliver the cutting edge of newspaper advertising to show you why "Newspaper advertising is exciting right now!"