In today's world, where digital content like social media and video streaming services permeate daily life, leaving us with no shortage of entertainment, a notable movement has emerged amid the deepening publishing slump: a reevaluation of the value of print media and physical bookstore spaces.Examples include "ZINE," a simple booklet anyone can publish, and "shared bookstores," where multiple owners maintain their own unique shelves within a single store. These trends, shifting focus from mass-market to more personal offerings, provide significant insights for considering future marketing and service approaches. This article highlights five such trending keywords currently generating discussion.
Independent Small-Format Print Media " ZINE ": A Reiwa-Era Sales Promotion Tool
"ZINE" refers to small booklets created by individuals or groups. Their appeal lies in the ease of creation—they can be made using convenience store printing or simply stapled together. They are gaining attention as a medium that allows free expression of interests, unbound by rules or fixed formats.While similar to doujinshi (fan comics) or free papers, key differences include: doujinshi typically focus on secondary creations like manga adaptations, whereas ZINES are closer to magazines with greater content freedom; and unlike free papers, they are not necessarily free. Though similar to SNS in its ease of expression, its focus on reaching specific, smaller audiences has made it popular, especially among the SNS generation tired of broadcasting to the masses.Furthermore, print media complements the growing demand for real-world customer engagement post-pandemic. Recently, companies have begun utilizing zines for sales promotion and marketing. Why not consider exploring this as an alternative approach to social media?
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Could Solo Publishers Be the Savior of the Publishing Slump? They're Also Key to Regional Revitalization
As the name suggests, a "one-person publisher" is a publishing house run by one person or a very small team. One of their strengths lies in their ability to create books on unique themes unconstrained by conventional wisdom, thanks to their small-scale operations. Their numbers are growing annually, and they have produced hit titles. Driven by digital transformation (DX), which has lowered entry barriers—such as enabling in-house printing and design work that once required outsourcing to specialists—we are also seeing cases of such publishers starting up in regional areas.Many works from these regional "one-person publishers" feature local themes or authors, contributing to regional revitalization. Additionally, there are cases where seniors utilize support services to run e-book-focused "one-person publishers" alongside their main jobs, indicating a diversification of business models surrounding these publishers. Amidst the clamor of a publishing slump, "one-person publishers" innovating book production with unique ideas represent a trend with significant potential.
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Rent a Bookshelf to Share Your Favorite Books: A New "Fan Activity" Phenomenon Emerges at " Share-Type Bookstores "
A "shared-shelf bookstore" is a type of bookstore where multiple bookcases are set up within a single store, each operated by a different owner. This shared model lowers the operational barrier, allowing individuals without bookstore management expertise to easily enter the field. Another appeal is the freedom to curate books based on the hobby of "wanting to introduce books you personally love," unbound by popular titles. At popular shared-shelf bookstores, the lottery odds for becoming an owner of an empty shelf can reach dozens to one.Fans gathering around the owners of their favorite shelves can be seen as a form of "fandom activity," fostering interaction between owners and customers. This model is said to have high affinity with fan community businesses. Recently, companies have also begun services supporting such small businesses. Products that generate new value through shared operations might extend beyond books. Why not explore?
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Evidence-Based Policy Making ( EBPM ): A Policy Formulation Method Using Social Conditions as Scientific Evidence
"EBPM (Evidence-Based Policy Making)" refers to government agencies making policy decisions, implementing policies, and conducting evaluations based on evidence. As the nation faces unprecedented challenges like population decline and fiscal instability, the importance of comparative analysis and impact forecasting based on statistical information is growing to effectively utilize limited budgets and personnel. Advances in digital technology have enabled the use of big data, allowing for more accurate reflection of real-world movements and interests.Furthermore, communication with citizens is essential for advancing EBPM. For instance, some argue that the UK's decision to leave the EU via referendum was partly due to insufficient communication of the economic losses evidence to the public, leading public opinion to favor withdrawal. Support services for local governments, offered by IT vendors and others, are also emerging. EBPM holds the key to advancing local government DX. We should keep a close eye on future developments.
Articles related to EBPM covered in Dentsu-ho can be found here
Emerging Nations' Remarkable Leapfrog Evolution: India's Electronic Payment System " UPI "
While cashless payments are gaining traction in Japan, challenges remain, such as limited app compatibility. The Indian payment system known as "UPI" is attracting attention from the Japanese government as a potential solution. This smartphone-based interbank transfer system allows users to make instant, fee-free payments regardless of the app they or the recipient uses, provided both support UPI. Payments utilize QR codes, eliminating the need to share account numbers.Driven by factors like the discontinuation of high-denomination banknotes and a growing tendency to avoid cash during the pandemic, UPI boasts a higher usage rate than credit cards in India. This represents a "leapfrog" evolution where new technologies and services rapidly gain widespread adoption in emerging economies. It's a strategy made possible by India's strong initiative through its payment corporation, but it offers many valuable insights. We should keep an eye on future developments, including the Japanese government's stance.
This month, from a digital technology perspective, we also covered "EBPM," where big data analysis holds the key, and the cutting-edge cashless payment system "UPI." While the publishing industry and other cultural sectors see active movements toward what could be called an analog revival, the construction and operation of digitally-enabled systems are becoming increasingly important in terms of promoting administrative measures by national and local governments. Let's keep up with the cutting edge of the times, paying attention to movements in emerging countries and overseas.If you're looking to rethink services or sales promotions from an analog perspective, or if you face challenges with data utilization or digital transformation, please don't hesitate to reach out to us.
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