Exploring the Potential of Newspaper Advertising at a Joint Seminar—JAA and the Newspaper Association

The Japan Advertisers Association (JAA) and the Japan Newspaper Publishers & Editors Association held a joint seminar titled "The Diverse Power of Newspaper Advertising: Exploring Its Potential" at the Asahi Hall in Yurakucho, Tokyo, on November 19.
A diverse lineup of speakers from advertisers, newspapers, and advertising agencies took the stage, using data and case studies to explore the potential of newspaper advertising and hints for communication planning.

Opening remarks were given by Koji Hosokawa, JAA Managing Director and Chairman of the Newspaper Committee (Head of Advertising at Panasonic), and Katsuyuki Suzuki, Chairman of the Advertising Committee of the Japan Newspaper Publishers & Editors Association (Executive Officer at Nikkei Inc.).

Mr. Hosokawa stated, "The environment surrounding the newspaper industry is undergoing significant change. I hope this seminar will serve as a reference for leveraging the influence of newspaper advertising and utilizing it proactively." Mr. Suzuki remarked, "While the situation for newspaper advertising is challenging, its potential is expanding, as seen in the award-winning entries. I look forward to learning from the case studies presented by each company. We will also work to enhance the reliability and technical capabilities of newspaper advertising."

During the morning session, reports were presented by the Newspaper Association and newspaper companies.

In the "Report on Newspaper Publishers and Advertising Committee Initiatives," the first half featured a presentation by Tsuyoshi Saguchi, Chair of the Newspaper Association's Advertising Promotion Subcommittee (and Head of Advertising Division 1, Media Services / Newspaper Division, Chunichi Shimbun Tokyo Headquarters). He explained newspaper publishers' digital initiatives, introduced the diverse features of the "Newspaper Advertising Archive," and discussed projects soliciting ideas from university students on how to utilize newspapers.
In the latter half, Tomoko Nakanishi, Chief of the Asahi Shimbun Media Lab, introduced "A-Port," a crowdfunding platform launched by the Asahi Shimbun, and mentioned possibilities for collaboration with regional newspapers and companies.

Following this, three members of the Newspaper Association's J-MONITOR Liaison Council—Toshihisa Matsunuma (Marketing Strategy Department, Advertising Division, Yomiuri Shimbun Tokyo Headquarters), Yoshiro Kurauchi (Sales Promotion Department, Media Services / Newspaper Division, Chunichi Shimbun Tokyo Headquarters), and Seiichiro Watanabe (Advertising Department, Nishinippon Shimbun Tokyo Branch)—presented the "J-MONITOR Survey Report."

(Note) J-MONITOR is a common survey platform for standardizing and third-party verification of newspaper advertising effectiveness metrics.
http://www.j-monitor.net

The afternoon session featured presentations on the following five case studies:

① Panasonic "Dishwasher/Dishwasher Adoption Rate Ranking"
Advertisements were placed in regional newspapers using different expressions tailored to each prefecture, based on the dishwasher adoption ranking. This contributed to promoting favorability and understanding.

② T-Joy (Film "The Curtain Rises" Production Committee) "The Curtain Rises: The Greatest Promotion Campaign in History"
A multi-platform promotion campaign for the movie "The Curtain Rises" and the idol group Momoiro Clover Z.
A life-size 60-column newspaper ad was also published.

③ Itochu Corporation Corporate Advertising Series "One Product, Countless Missions"
As a corporate advertisement by a trading company, we implemented a series featuring actual employees illustrated.

④ Audi Japan "Audi Showroom Home Delivery"
Created a large insert advertisement featuring a life-size print of a car to emphasize its size.

⑤ Saga Shimbun "COOL ARITA ~Challenge for the Future~"
Utilized local "Arita ware" for its 130th anniversary project. Implemented sustainable development.

 

Finally, Takuma Takasaki (CDC Executive Creative Director/CM Planner) of Dentsu Inc. gave a lecture titled "The Future of Advertising Creativity."