Regional Newspapers Challenging Regional Revitalization (5) Diverse Approaches to Recovery Support

~Regional Newspapers Are Now Challenging New Initiatives, Leveraging Their Bonds with Readers as Assets~
Today, regional newspapers are leveraging their strong local networks to create new businesses and undertake initiatives that significantly contribute to regional revitalization. Each company is breaking traditional boundaries, continuously generating successful cases in new fields that lead to regional revitalization. This column, "Regional Newspapers Challenging Regional Revitalization," will feature unique examples from these efforts over six consecutive weeks!

With hopes for recovery from the Great East Japan Earthquake, three newspapers from the affected prefectures—Kahoku Shimpo, Fukushima Minpo, and Iwate Nippo—are collaborating with the Suntory Group's recovery support initiative, the "Suntory Tohoku Sun-san Project," to carry out their respective activities.
The "Tour de Tohoku 2014" cycling event (hosted by Kahoku Shimpo and Yahoo!), held last September in two cities and two towns along Miyagi Prefecture's Sanriku coast (Ishinomaki City, Onagawa Town, Minamisanriku Town, Kesennuma City), was a fan ride without competition for time or ranking. This marked its second iteration following 2013. The 2,959 participants took commemorative photos at the starting line before setting off in stages. The venue at Ishinomaki Senshu University, serving as both start and finish line, was bustling with finishers and local residents who came to cheer them on. Kahoku Shimpo distributed a special edition of its newspaper featuring the commemorative photos taken at the start to participants at the booth of Suntory Holdings' "Suntory Tohoku Sun-san Project," which served as a Platinum Partner.

Participants smiling as they receive the special edition Kahoku Shimpo featuring their own photo

In November, the 26th Fukushima Ekiden (Fukushima Prefecture Cross-Country Relay Race), a municipal relay race crossing Fukushima Prefecture from Shirakawa City to Fukushima City (hosted by the Fukushima Athletics Association and Fukushima Minpo), was held. As a special initiative, Fukushima Minpo and the Suntory Group, a sponsor of the relay, created 53 different "Fukushima Ekiden Sun-san Support Flags" for the 53 participating teams. These flags, featuring each participating team's municipal emblem, a support message, and the names of the participating runners, were inserted into the morning edition of the Fukushima Minpo newspaper on the day of the event, distributed by region to all 59 municipalities within the prefecture. This marked the first time such an initiative was undertaken for the event. On the day of the event, 848 runners from 53 teams representing all 59 municipalities in the prefecture competed across all 16 stages totaling 95.1 kilometers. Along the course, large crowds waved flags representing their hometowns and cheered on the runners.

Also in December, the Iwate Nippo newspaper held the "Tohoku Rakuten Golden Eagles Player Ginji Baseball Clinic" in Kuji City, Iwate Prefecture, the birthplace of player Ginji. Approximately 50 local elementary school students participated in batting practice, catch, and fielding drills. Cheers erupted during the intense fielding drills, filling the venue with smiles and a passionate atmosphere.