1 Since 25/Jun/1879 ～ First issue 29/July/2012

1. The standing position Of the newspaper in Japan 2

Asahi, Yomiuri,Nikkei – major national paper Over 100 local papers 3

general and liberal liberal conservative general not general Nikkei 4 Yomiuri

Source: “World Press Trend 2007,” WAN 5

6 Source: “National media contact and evaluation survey 2012” The Japan Newspaper Publisher & Editors Association

Value of Advertising in Newspaper in Japan? 7

8

9 Newspaper Ads see signs of recovery after Source: “Japan advertising expenditures of the first half year of 2012,” issued by Dentsu, inc. 2012(January-June) 12.3% increase AD Spend by columns for Japanese nationwide newspapers 118 brand (compared with the year-earlier period) National paper12.3% Block newspaper Local newspaper Sports paper 7.3% 10.1% 0.2%

10 Source: “National media contact and evaluation survey 2012” The Japan Newspaper Publisher & Editors Association

Trustworthy １． Newspaper ad (43.8%) ２． TV commercial (36.2%) ３． Radio commercial (9.6%) Useful １． Newspaper ad (27.6%) ２． TV commercial (20.9%) ３． Internet ad ・ PC (15.8%) Neutral and Impartial １． Newspaper ad (30.1%) ２． TV commercial (18.6%) ３． Internet ad ・ PC (8.6%) 11 Source: “National media contact and evaluation survey 2012” The Japan Newspaper Publisher & Editors Association

２． Asahi as Japan’s leading daily 12

Source: “J-READ 2010," Video Research Ltd. 13

Source: “J-READ 2010," Video Research Ltd. 14

Source: “J-READ 2010," Video Research Ltd. Subscribing newspaper by income level (multiple answers) 15

Source: “J-READ 2010," Video Research Ltd. Opera and Theatre １． Asahi (28.0%) ２． Yomiuri (22.0%) ３． Nikkei (12.0%) Art museum １． Asahi (25.0%) ２． Yomiuri (21.4%) ３． Nikkei (8.0%) Hybrid and plug-ins car １． Asahi (33.1%) ２． Yomiuri (16.6%) ３． Nikkei (8.0%) 16

17 Award Winner; The Asahi Shimbun’s Colour Quality

・ High educational background ・ Business decision makers Asahi is the leading quality paper 18 ・ Luxury brand advertisers ・ Affluent consumers

３． Advertising trends in Asahi Shimbun 19

- utilized as a promotion tools Area-focused Supplement 【 geo-graphical database 】 Integrated distribution map efficiently reach residents by demographics Shampoo sample 20

21 07/Mar/2012 full page 30/May/ columns 04/Jun/ columns

- concentrating Ads Hermes 11/Dec/ columns Hermes 13/Dec/2011 ～ 19/Dec/2011 quarter pages 22

23 ・ Still high in the evaluation Newspaper advertising ・ Active use of foreign advertisers ・ Powerful media network ・ The most advanced printing quality Asahi Shimbun ・ With excellent readers