What Makes an Ad Shine for Readers? The Co-Creation Power of "Unconventional Producer" Mr. Kikuhara

This series explores the appeal and potential of SMEs as content creators.

Our interviewee is Shuhei Kikuhara, Head of the Media Business Event & Planning Unit at Nikkei Inc. He has spearheaded numerous reader-participation initiatives, including " Maru Maru no Onna/15-Second Work TV" and "Voices of SME Spirit " (co-planned with Dentsu Inc. Inc.), both focused on revitalizing mid-sized and small businesses, as well as the "NIKKEI National Company Song Contest" and " NIKKEI INNOVATIVE SAUNA."

Dentsu Inc. Morimoto Kohei asked Mr. Kikuhara, whose motto is 'creating projects that make readers smile and give them courage,' about Nikkei's reasons for supporting SMEs and the secrets to creating content that resonates with readers.

Reader-first advertising leads to client benefits

Morimoto: First, could you briefly share your career background?

Kikuhara: I joined the Nikkei Inc. in 1995. Initially, I spent four years at the Western Regional Office handling advertising sales in the Kyushu region. After that, I continued working on advertising and event planning at the Tokyo headquarters, where I remain today. Even during my time at the Western Regional Office, I believed in the power of advertising and focused on creating projects that would energize readers.

Morimoto: That stance hasn't changed to this day, has it? How did you cultivate your "reader-first" perspective?

Kikuhara: When I joined the company, I was taught to "put the client first." However, through actual sales activities in the field, I came to realize that "even if you serve the client wholeheartedly, it fundamentally doesn't benefit them if there's no response from readers." I learned on the job that creating content readers enjoy and want to read ultimately leads to the client's benefit.

Nikkei receives a monthly subscription fee from our readers that is certainly not inexpensive. Especially in recent years, with numerous media outlets online offering rich information without charge, our readers are choosing to buy Nikkei as a form of self-investment. I believe our role is to provide information that delights these readers and offers useful business insights.

Morimoto: It's impressive how this reader-first spirit permeates not just the news, but the advertising too.

Kikuhara: Yes, it's crucial that our advertising creates mechanisms for readers to take economic action and provides opportunities to enrich their daily lives. We believe this ultimately contributes to the growth and business development of our client companies, the advertisers.

Nikkei: The platform for all business professionals

Morimoto: Having worked with corporate newspaper advertising for over 25 years, have you noticed any changes?

Kikuhara: What I've noticed changing significantly recently is the rapid increase in startups less than three years old placing ads in Nikkei. Advertisers used to be mostly medium-sized or larger companies, but now startups and SMEs are also avid Nikkei readers, and there's a growing need among them to communicate their information through Nikkei.

Morimoto: Projects like "15-Second Work TV" and "Voices of SME Spirit" that we've planned are good examples, but many of the projects you handle, Kikuhara-san, target small and medium-sized enterprises. I'd like to ask frankly: why does the Nikkei continue to launch initiatives supporting SMEs?

Kikuhara: In today's world, scaling a business solely on one's own is difficult. Large corporations, mid-sized companies, SMEs, and startups alike are seeking horizontal connections and collaboration. There's a particular demand for the fresh ideas of new companies, the unique perspectives of young entrepreneurs, and concepts not yet circulating in the market.

By providing information on SMEs and startups to meet this demand, we believe it contributes to economic revitalization and allows Nikkei to grow as an information distribution platform.

Morimoto: So we've entered an era where all business professionals, regardless of company size or stage, can exchange information and explore new business opportunities on the Nikkei platform.

Supporting the Shine of Each Individual: A Stance Aligned with Nikkei's Mission and SME Initiatives

Morimoto: Nikkei's ads often have a strong impact, don't they? I frequently hear comments like "Nikkei's ads are amazing" from other media outlets and clients. Is there anything you keep in mind when planning advertisements, Mr. Kikuhara?

Kikuhara: Newspapers consist of news articles and advertisements. While the former involves Nikkei independently selecting and disseminating information unilaterally, I see advertisements as a space for information exchange between advertisers and readers.

Within limited space, advertisers must decide what message they want to convey to which readers, and how the creative should be designed for maximum efficiency. Our job is to brainstorm together to find that optimal solution. For me, I'm always thinking, "How can we get readers to turn their heads?"

Morimoto: So it's consistently "reader first." You have many innovative projects that break from convention. Where does that "unconventional spirit" come from? (laughs)

Kikuhara: It's crucial to challenge the boundaries of what will truly catch readers' attention. Because without impact that leaves a lasting impression, it's hard to drive new actions.

Another key point is reader-participation projects. We don't just stop at getting them to see the ad; we create mechanisms that actually prompt them to take action. If you think thoroughly about the reader, even the most daring projects aren't scary (laughs).

Morimoto: You have such clear decision-making criteria, Kikuhara-san. It always amazes me how when we bring you a 50-60% developed concept, it almost always becomes 100% solid right there in the meeting.

Kikuhara: I believe interesting projects aren't born from one person's idea alone, but through dialogue with various ideas. That's why it's crucial to maintain a relentless hunger to create something new in every single meeting, treating each one as a unique opportunity.

Morimoto: The phrase "Voice of the Soul" in "Voice of the SME Spirit" also came from your idea, Kikuhara-san. That single phrase seemed to create a shared image for the entire team. How do you judge the quality of a proposal?

Kikuhara: The main criterion is whether the planner themselves loves newspapers. In other words, it's crucial that the project was conceived from the reader's perspective. You love newspapers too, right, Morimoto?

Morimoto: Yes (laughs).

Kikuhara: Another common thread in your projects, Morimoto-san, is the premise that each individual possesses some kind of shining talent. Your projects support each person who wants to achieve something, helping them shine. This aligns with Nikkei's mission: supporting all working people and revitalizing the economy.

When I first heard proposals for both "Voices of the SME Spirit" and the "Company Song Contest," I thought, "This is exactly the kind of project Nikkei should be doing. If Nikkei doesn't do it, who will?" That's why I can never turn down your ideas, Morimoto (laughs).

Newspaper ads that make everyone happy. What is diversity in newspaper advertising?

Morimoto: In April 2021, Mr. Kikuhara assumed the role of Head of the Events and Planning Unit. What challenges do you aim to take on moving forward?

Kikuhara: Going forward, Nikkei will strongly promote diversity in newspaper advertising. We will support, plan, and promote ads that leave no one behind, encourage companies, and make everyone happy. I believe the Company Song Contest and the SME initiatives symbolize this.

Morimoto:The company song contest won the 2020 Newspaper Advertising Award (Newspaper Company Planning & Marketing category). Receiving this prestigious award allowed us to once again widely communicate Nikkei's core value of "supporting companies" to the world.

Kikuhara: The winning entries for the Newspaper Advertising Awards are always truly outstanding projects; they never fail to impress me. Being selected among them is a tremendous honor. It reaffirmed my desire to work together with other newspapers to invigorate the newspaper industry.

Morimoto: That's wonderful. Do you have any thoughts or vision for the newspaper industry?

Kikuhara: The biggest challenge is getting young people to read newspapers. This is the most significant problem facing every newspaper company. I'd love to work with you, Morimoto, to create projects that tackle this challenge head-on.

Morimoto: I'd absolutely love to collaborate on that! While the very nature of newspapers as a medium will change in our digital society, I believe that if we can keep creating initiatives grounded in Nikkei's core purpose of "propelling Japan's economy forward," we can truly remain the one-of-a-kind "NIKKEI: Corporate Support Content Creator."

I think the most interesting content will come from perspectives different from Nikkei's traditional approach, and from entirely new types of content that newspapers have never attempted before. Innovative, yet fundamentally connected to economic revitalization. With such initiatives, newspapers might just be able to move the hearts of people across all generations.

Kikuhara: Sounds great, let's do it!

Morimoto: Looking forward to working with you going forward!