Oshigami: Newspapers sales practises supporting high newspapers circulations in Japan



The mass media industries in Japan are undergoing the same processes of adjustment to the world of new electronic media as other advanced countries. However the reactions and paths chosen by various industries depend to a degree on the nature of the local industry structures and their position as social, economic and political actors.

The Japanese newspaper industry has been studied extensively, yet one aspect has gone more or less unremarked, the importance of the sales infrastructure developed by newspaper to deliver their product to readers. This paper elucidates a little understood and complex, if not obscure, aspect of one of the world’s largest newspaper industries.

Fig 1 Fall in total national newspaper circulations in the UK and Japan, Oct 2001=1. Data from NSK website and UK ABCs (Guardian Newspaper http://www.guardian.co.uk/media/abcs)